Marketing, Recruiting and Retention: What’s your role?

1. Marketing, Recruiting and Retention: What’s your role? Mollye Craterfield Brittany Grimes Misty Lyon

2. Agenda • Let’s Talk • Marketing • Recruiting • Retention • Introducing Aviso • Conclusion

3. Let’s Talk • Success is an Iceberg! • You see only 10 percent • What do you think your role is?

4. Marketing: What do you do? • Create awareness & consideration • Drives intent • Encourage inquiry & applications • Community Relations • Support communications needs

5. Marketing: So what does that mean? • Understand the student and their needs • Be where the prospective student is • Maintain positive perception of Carl Sandburg College throughout the community

6. Marketing: One foot in…

7. Marketing: Well, who does what?

8. Marketing: What’s going on?

9. Marketing: Competition and Challenges • Challenges • Geography of district • Limited fiscal resources • Instruction and scheduling limitations • Ever – changing regulations from accrediting bodies • Desire to market both programs and college with limited resources • Competition

10. Marketing: What are you telling them? • Cost effective • Dedicated, driven faculty • No. 1 in digital technology for the 4th year in a row • Sharing current student stories to resonate with prospective students • Bottom Line: We are asking them to see themselves here

11. Marketing: How do you do it? • Traditional vs. New Media • Sharing Stories • Sandburg Proud campaign • Various Sponsorships

12. Marketing: Is it working? • 282 visits to the college • 84 from geo-fenced retailers • Seven students enrolled into Fall 2017 courses • M-ROI of 33,200 percent • Increase of website traffic by 5.6 percent or 1,550 new visits versus the same time last year • 31.9 percent new sessions vs 26.3 percent new sessions • Last 60 days versus the same period prior shows an 9.98 percent increase in new sessions or 24,389 new sessions • Program specific marketing – Mortuary Science • 76,943 Impressions • 99 clicks

13. Marketing: So why aren’t I seeing any of this? • Quite frankly…Are you planning or thinking of becoming a student at Sandburg? • Prospective Students • Age • 15-18 (Dual Credit Students) • 18-24 • 25 and older • Interests • Transfer • Career Changers • Self-Investors

14. Marketing: So how do I help promote Sandburg? • Share your Sandburg story • 6 degrees of separation rule • Share unique stories of students with the Marketing and Public Relations Department • Refer all interested parties to the website • Encourage them to complete a ”More Information” form • Encourage them to complete an application • Encourage them to talk to Recruitment

15. Marketing: How else can I help? • Keep brand integrity • Stop using CSC!!!!!!! Use Sandburg instead. • Style Guide • Templates • MPR form • Website changes form • Think of marketing and recruitment as your primary resource

16. What do YOU think the Recruitment Department does?

17. Recruitment Dept. - Who Does What? • Anthony Law III • 50% Admissions Recruiter 50% Minority Outreach • Supports career & technical programs • Leads group visits on campus, open house events • Minority Outreach, MOD / WOC and HLSA club advisor • Megan • 50% Recruitment Coordinator 50% Dual Credit Coordinator • Supports health education programs • Supports dual credit program in the Galesburg area high schools (homeschool) • Jake Tenhouse • 50% Admissions Recruiter, 50% Baseball Coach • Supports transfer programs • Head baseball coach

18. Recruitment Dept. - who does what? • MEGAN • Dual Credit: • Galesburg, Galesburg Christian, Homeschool, Knoxville, Monmouth-Roseville, ROWVA, United, Williamsfield • Programs: • CNA • CT • Dental Hygiene • EMS • LPN • Medical Assisting • Nursing • Mortuary Science • MRI • Rad Tech • JAKE • Programs: • Associate of Art • Associate of Fine Arts • Associate of Science • Associate of Science – Agriculture (UIUC) • ANTHONY • Programs: • Accounting • Administrative Office • Auto • BioprocessBusiness • CNC • Criminal Justice • Health Info. Mgmt. • Industrial / Manufacturing • ITC • Legal Assistant • Medical Office Assistant • Rail • Small Busi. Mgmt • Welding

19. Start With The Welcome Center • New student • Never applied • Never attended • Prospective student wanting more information about a program • Not a current student • Returning students • Not recently enrolled

20. Recruitment – How It Works • What is the recruitment funnel? • How does the funnel work? • Communication • How YOU can be a recruiter too!

21. Recruitment Funnel

22. How Does the Funnel Work? 3 channels of entry into the funnel

23. How Does the Funnel Work? Recruitment Effort

24. Communication Tracks • Dual Credit Student • Applicant • Prospect / Inquiry / Leads

25. Communication • Emails • Phone Calls • Mailings • Events

26. Communication Example

27. Communication • Calendar Campaigns • Campaigns that are set-up based on date, not time of application or inquiry. • Examples: invitation to open house, registration open dates, limited enrollment application dates, announcements etc.

28. Ellucian Recruit

29. Ellucian Recruit

30. How You Can Recruit Too! • Know who does what on campus • Share information with prospective student / parent • Know what to share and say • Know the basics. • Sandburg programs, tuition cost, semester start dates, welcome center contact info. • Know where to find “request more info” “apply here” (hint – sandburg.edu)

31. How You Can Recruit Too! • In the Community • Know of a project, an event, or happenings? • Share your stories and positive experiences with us, and them! • See prospective students on campus? Say hello. Engage! • Share information with Welcome Center when possible.

32. Recruitment Goals • Increase Enrollment • Increase Conversion Rates • Community Outreach • Awareness

33. Retention: our focus is… Providing Interventions Celebrating Success

35. Steps to enroll • Assigned advisor • New student packets • Orientations: Freshman, DC, and Family • First Year Seminar • Charge Forward • Welcome Week • Commit to Complete

36. Technology in the classroom • Collaborative learning classrooms • Flipped classrooms • Academic advising • Tutoring: in person and online • Champ emails • Counseling services

37. Student Planner • Student life events • Clubs and organizations • Established academic standards • Starfish Early Alert • TRIO Student Support Services

38. Deans and Honors recognition • Benchmark letters • Sophomore Seminar • Employability Skills Academy • Reverse transfer

40. Aviso Retention Solutions • Aviso Retention transforms a college’s retention efforts to align with best practices while producing measurable, repeatable results. • Expertise • Software Platform • Predictive Analytics

43. Predictive Models… • Are based on multiple data points • Built and verified on historical data • Predict at-risk student populations • Provide actionable data to front-line staff/faculty • Review outcomes and look for efficiencies • Provides the likelihood that a student will pass a course – course-based model

44. Are NOT a silver bullet Will be used as one of the tools in our tool box of resources Allows us to have additional information and be more informed prior to helping students High risk does NOT mean – we don’t help a student – it means – the student’s collective characteristics/data points make that student someone who COULD be at a higher risk

45. Questions?

46. A Big THANK YOU from Marketing, Recruiting, and Retention!