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Developing a Student Marketing Plan KSU Admissions

Developing a Student Marketing Plan KSU Admissions. GACRAO 50 TH ANNIVERSARY. Kennesaw State University Admissions. Developing A Student Marketing Plan Kennesaw State University • 2003. Developing a Student Marketing Plan KSU Admissions. Presented by: Joe F. Head

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Developing a Student Marketing Plan KSU Admissions

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  1. Developing a Student Marketing PlanKSU Admissions GACRAO 50TH ANNIVERSARY Kennesaw State University Admissions Developing A Student Marketing Plan Kennesaw State University • 2003

  2. Developing a Student Marketing PlanKSU Admissions Presented by: Joe F. Head Dean of Enrollment Management and Director of Admissions Susan Blake Senior Associate Director of Admissions Angela Evans Assistant Director of Admissions Tom Hughes Tech Support and Emeritus Associate Director of Graduate Admissions October 27, 2003

  3. Developing a Student Marketing PlanKSU Admissions KSU Profile • Public • 17,500 enrollment • Third largest institution in Georgia • 60% women • 90% claim to work • Average age 25 • Average SAT 1042 • Opened in 1967 as a two year school • On campus apartment housing • Located 20 miles north of Atlanta • Became a University in 1995 • Semester Calendar • Inexpensive tuition/fees, $3,000.00 annually • Banner Installation, 1997 (Current version 5.5.2) • KSU Reorganized to create Enrollment Services, 1995 (Admission, Registrar, Financial Aid, CAPS)

  4. Developing a Student Marketing Plan Processing

  5. Conversion RatesNew Undergraduates Only • The KSU Office of Admissions also processes Graduate and Re-Admit applications

  6. Web based Georgia High School Directory Freshman Admissions Predictor (FAP) High School Guidance Counselor Service Center (GHSCSC) Electronic Application, SAT Transfer, and Imaging Systems Prospective Student and Information Retrieval Technology Registration “Tried” Report 24/7 Web Tools for Enrollment Management

  7. Best Practices Imaging and the electronic push are part of the accomplishments for which the KSU Office of Admissions was awarded the 2003 Best Practices Benchmarking Award by the Board of Regents of the University System of Georgia

  8. Developing a Student Marketing Plan Processing

  9. Developing a Student Marketing PlanKSU Admissions • The ability to process in a timely fashion is as pivotal to successful marketing as other endeavors. • Included are document collections, data entry, folder building/routing, reporting of decisions, retrieval of information and notifications.

  10. Developing a Student Marketing PlanKSU Admissions • Efficient production and turnaround time are key in moving a prospect to applicant, applicant to admitted applicant, admitted applicant to enrolled student. • Necessary in this process is the layering of a continual barrage of communications and fingertip access by prospects/applicants to information 24/7.

  11. Developing a Student Marketing PlanKSU Admissions • These factors directly and greatly impact the ROA, which translates as your Conversion Rate

  12. Developing a Student Marketing PlanKSU Admissions Also Essential to Successful Marketing is the Ability to Successfully Manage Paper • Electronic Download of Web Applications • ICR Electronic Download of Paper Applications • Electronic Download of Test Scores

  13. Developing a Student Marketing PlanKSU Admissions Imaging Product With Capabilities Beyond Archival Imaging • 24 – 48 Hour Turnaround for Imaging Documents • Workflow (Electronic Routing of Folders) • Notepad (Entry into SIS from Imaging) • Checklist Completion

  14. Developing a Student Marketing PlanKSU Admissions The smoother the inquiry and application process, the greater the impact on your Conversion Rate

  15. Developing a Student Marketing PlanKSU Admissions Communication Pivotal to Successful Marketing is the Ability to Effectively Communicate with Prospects and Applicants using a Variety of Means • E-mail • Telephone • Written Communications • Web Access

  16. Developing a Student Marketing PlanKSU Admissions Email Contacts • Bounce Backs • Inquiry Responses • Automated (application received/admissions decision) • Specialized

  17. Developing a Student Marketing PlanKSU Admissions Telephone • Self Service Availability • Personal Service Availability • Telecounseling

  18. Developing a Student Marketing PlanKSU Admissions Written Communications • Inquiry • Applicant Incomplete Letters • Decision Letters • Quick Retrieval for Customer Service

  19. Web Access

  20. Web Access

  21. Developing a Student Marketing PlanKSU Admissions Web Access • Inquiry – Material requests, freshman predictor, virtual advisor, chat, program information • Applicant – Apply online, application status check, admission standards, deadlines

  22. Developing a Student Marketing PlanKSU Admissions Fundamental Market Analysis Research/Homework • Feeder Counties/States (populations/projections) • Feeder HS – number of applicants to enrolled • Feeder 2 year schools – Transfers • Feeder Student type: Traditional, Non-traditional, Residential, Commuter

  23. Developing a Student Marketing PlanKSU Admissions Sample Enrollment by County Only counties with 50 or more students enrolled during Fall 2002 are presented. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/

  24. Developing a Student Marketing PlanKSU Admissions Sample Principal Feeder High Schools The feeder high schools with the greatest number of new KSU students tend to be in the North Cobb or South Cherokee counties. The high schools in the top 10 of this list have not changed appreciably over the past five years even though their numbers of students enrolling at KSU have increased. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/

  25. Developing a Student Marketing PlanKSU Admissions Sample Feeder Transfer Institutions Fewer than half of KSU's new transfers come from the University System of Georgia; KSU's metropolitan location attracts larger numbers of nontraditional students who transfer from institutions outside the USG. Only 38% of the new KSU transfer students in Fall 2002 were from the top 10 feeder institutions in the University System of Georgia. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/

  26. Developing a Student Marketing PlanKSU Admissions http://quickfacts.census.gov/qfd/

  27. Developing a Student Marketing PlanKSU Admissions http://quickfacts.census.gov/qfd/

  28. Developing a Student Marketing PlanKSU Admissions http://quickfacts.census.gov/qfd/

  29. Developing a Student Marketing PlanKSU Admissions Market Service Area Map Facility: http://monarch.tamu.edu/~maps2/ga.htm

  30. Developing a Student Marketing PlanKSU Admissions Conclusions Do your homework to know who you are and who your market is. Use research to guide your direction and policies. Develop your research tools as well as using institutional and external research sources.

  31. Developing a Student Marketing PlanKSU Admissions How to Recruit a Graduate ! Strategic Enrollment Management A comprehensive Institutional partnership between Academics and Enrollment Services to optimize total enrollment including recruitment, retention and graduation outcomes. Student Marketing Plan A specific calendar plan, within SEM, to attract, recruit and enroll desirable numbers of qualified new students by using a pre-determined set of outreach activities to influence the prospect’s decision process.

  32. Developing a Student Marketing PlanKSU Admissions Recruitment Funnel Understanding the Recruitment Sequence SUSPECTS PROSPECTS INQUIRIES APPLICANTS ACCEPTED APPLICANTS ENROLLED STUDENTS ALUMNI

  33. Developing a Student Marketing PlanKSU Admissions Four Basic Resources • Operational Budget • Personnel and talents • Technology • Time

  34. Developing a Student Marketing PlanKSU Admissions • Operational Budget • Printing • Postage • Travel • Prospect List Purchases • Mail shop services • Advertising Budget funds must match plans to produce desired outcomes

  35. Developing a Student Marketing PlanKSU Admissions Scope of Marketing Range Geography Local, state, regional, national, international (Choiceof reach activities: Travel, Telecounseling, Direct Mail, Ads, etc) Objective (s) Increase new freshman, transfers, gender, honors, minorities, improve SAT average.

  36. Developing a Student Marketing PlanKSU Admissions Operational Marketing Tools Learn to Layer and Schedule Tools to Reinforce Results • Telecenter • Field Visits • Direct Mail • Web Marketing (Transactional) • Email Marketing • Campus Visits • Data Processing/communications • Advertising/media

  37. Developing a Student Marketing PlanKSU Admissions

  38. Developing a Student Marketing PlanKSU Admissions

  39. Developing a Student Marketing PlanKSU Admissions

  40. Developing a Student Marketing Plan Processing

  41. Developing a Student Marketing PlanKSU Admissions Timely Orchestration

  42. Closing Remarks Developing A Student Marketing Plan Kennesaw State University • 2003

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