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Undergraduate Recruiting and Department Promotion

Undergraduate Recruiting and Department Promotion. The Problem!. 8 incoming freshman. The Cause???. Higher campus admission standards. Lower ACT scores for students from rural schools and low income communities. Working 4-6 h/d on farm? Higher Tuition.

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Undergraduate Recruiting and Department Promotion

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  1. Undergraduate Recruiting and Department Promotion

  2. The Problem! 8 incoming freshman

  3. The Cause??? • Higher campus admission standards. • Lower ACT scores for students from rural schools and low income communities. • Working 4-6 h/d on farm? • Higher Tuition. • Less farms, smaller pool to recruit from. • Perception that the quality of education at UW-P and UW-RF is on par with UW-Madison. • Majority of FFA instructors are UWRF and UW Platteville graduates.

  4. The Solution:Marketing Plan • Department establishes a Recruiting and Department Promotion Committee 1/05. • Dairy Science contracts with TVM Marketing 7/05. • Market plan is approved 10/05. • Communications goal as developed jointly by Dairy Science and TVM: • Extend reach and frequency of the department’s recruiting program • Build a positive, credible brand perception • Create buzz • Position the department as the nation’s leading dairy science program and the hub of dairy industry information • Measured by: Increase in undergraduate students to 100 by the 2008/2009 class

  5. Brand Promise: The University of Wisconsin-Madison Dairy Science Department is the center of excellence and leadership in dairy science education and discovery, so you can be confident you’re gaining the ultimate college experience. Establishing the Brand:Points of Differentiation Brand Logo:

  6. Student data collection Direct mailings to prospective students Trade magazine advertisements Trade show booth graphics Trade show participation and hooks Website redevelopment wisc.edu/dysci Recruiting CD Rom Post-it-notes for parents Dairy Science bookmarks Redesigned letterhead Communications and school year intern News and feature press releases Dairy Science golf outing Dairy Science student ambassadors High school senior open house Campus visits Capabilities brochure/folder Recruiting/Promotion Plan

  7. Special Initiatives • Undergraduate “Dairy Legacy” Scholarships • $5,000 freshman scholarships (7/y) • Veterinary Scholars Program • Goals are to increase both the number of undergraduate dairy science students and food animal veterinarians. • Admissions Program • Targets students with production ag interest • Goal is earlier admission by avoiding deferral • Departmental supervision and tracking of admitted students

  8. Recent Trends

  9. Questions????

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