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AACRAO SEM XIX presentation about recruiting, engaging, and retaining students using modern technology. Presented by Chris Ferguson and Samuel Sudhakar.
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Chris Ferguson Director of Admissions & Assistant Professor Wilmington University
Samuel Sudhakar Vice President of Administrative Services & CIO Carl Sandburg College
About Wilmington University Private, Non-Profit, Non-Sectarian University Undergraduate, Graduate, and Doctorate Programs 12,500 students 11 Locations in Delaware and New Jersey Commuter 41 Years Old
About Chris Ferguson 10-years in College Admissions Director of Admissions: Oversees Undergraduate and Graduate Admissions Assistant Professor of Social & Behavioral Sciences Doctoral Candidate at University of Pennsylvania Specialized in College-Created SNS & Mass Notification for Yield Management Specialized in Developing Robust Communication Plans
Engagement is the Fundamental Recruitment Principle
• Primary Goal of Admission Lifecycle
Prospect Inquiry Applicant Student
To develop and strengthen student-centered relationships while moving future students through the Admission Lifecycle. This invites future students into Wilmington University’s community while exploring it as their institution of choice. After moving through the lifecycle, a personalized relationship has been established enabling the potential for maximum student success.
Use Multi-Channel Methods Inquiry Applicant
• Website (Student-Driven Navigation, Virtual Tour, IM [Live Communicator], Online Application, Online Event Scheduling)
• Email Campaigns • Online Information Sessions • Postal Letters & Publications (Viewbooks, Postcards, Application
Materials) • Person-to-Person Telephone Calls • Face-to-Face Appointments • Campus Visits (Tours, Info Sessions) • On-Campus School Counselor Dinners and Trainings
Five-Year Application Growth
160%
59%
110%
0
1000
2000
3000
4000
5000
6000
7000
8000
2004/05 2005/06 2006/07 2007/08 2008/09
Undergraduate Applicants
Graduate Applicants
Total
Use Multi-Channel Methods
Applicant Student • Website • Blackboard Connect Mass Notification Campaigns • Private Social Network (wilmYOU)
– Integrates Applicant/Student Profiles, Blogs, Groups, Videos, Events, RSS Feeds, IM, and Direct Website Links
• Campus Visits (Tours, Info Sessions, etc.) • Email Campaigns • Postal Letters & Publications (Postcards, Brochures) • Face-to-Face Appointments
Five-Year New Enrolled Student Growth
63%
18%
44%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
2004/05 2005/06 2006/07 2007/08 2008/09
Undergraduate
Graduate
Total
Email is used for…
• REINFORCING postal communications
• SPECIALIZING .edu website content
• INCREASING touch points
• QUANTIFYING communication plan
• EVALUATING messages
College-Created Social Networking Site is used for…
• ENGAGING admitted applicants
• INTEGRATING social media strategies
• CONNECTING peer applicants
• TAILORING one-click navigation
• ENABLING self-service
• PREDICTING yield rates
Mass Notification is used for…
• DELIVERING specific messages
• TRACKING audience receipt
• REPORTING outcomes
• INCREASING tuition revenue/yield rates
• SURVEYING enrollment decisions
DELIVERING a message (Spring 2009)
TRACKING audience receipt
REPORTING outcomes
89.2%
INCREASING tuition revenue
$483,000
Test Campaign (Spring 2007 Test)
262 non-registered undergraduate and graduate applicants received an email three working days prior to the first day of courses for Spring 2007. At 7:00 p.m. two days prior to the first day of courses, more than half were also sent a pre-recorded Blackboard Connect telephone call from the Director of Admissions encouraging them to register for courses.
Spring 2007 Test Results
• 35.4% (93) registered for one or more courses • Tuition revenue totaled more than $198,000
• This was compared to a test group of 168 non-registered undergraduate and graduate applicants who were only sent a postal letter. This group was not communicated via Blackboard Connect telephone contact and email.
• 19.6% (33) registered for one or more courses • Tuition revenue approximately totaled $40,000
One Question Survey
42.3% Responded
Remember…
Student Retention Through Engagement
Opportunity to Succeed To provide accessible, quality education in a
caring environment by keeping the learner’s needs
at the center of decision making and by working in partnership with communities of the College
district.
People Actively Collaborate To Understand More About The Student Experience and Work Together to Design Better Approaches and Programs
Faculty Seek Out Student Perspectives On Their Own Learning and See them as Critical Voices in the Ongoing Conversation About Quality
NSSE, 2008
Institution Student Student Student Faculty Student
Communications Management – Datatel eAdvising – Datatel iTunes University Initiative U.Select Retention Alert – Datatel Blackboard Connect – Blackboard Blackboard Learning System – Blackboard iClickers Insight - Faronics
Noel – Levitz Engagement –Online CSI mySandburg Portal – Online Student Self Service Vertical and Horizontal Alliances (K-12, WIU, Franklin U,
SECC, Internships etc…) Campus Refresh Digital Signage Monitors Climate Control Projects Orientations Social Networking COMPASS Testing – Web Based eScript Initiative
Part of the Overall Communications Strategy Emergency and Informational
Communications Granular Targets Built into the Culture Standardized Formats Hosted – Foray into the Cloud
Scripts Run to Select Audience from Database Student Services Financial Aid Business Office Academic Services Faculty Dispatch Office
mySandburg – Skydrive Interface Operating Analytics – Business Intelligence Faculty Engagement Strategies Student Relationship Management Move Apps to the Cloud