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Issues and Perspectives in Recruitment and Enrollment

Ferrum College. Issues and Perspectives in Recruitment and Enrollment. The Admissions Funnel. High School Students. Inquiries. Applicants. Acceptances. Paid Deposits. Matriculants. Simple Yield Analysis. 3 year average 1997-1999. Inquiries 11,019 Applicants 1096 Yield 10%

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Issues and Perspectives in Recruitment and Enrollment

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  1. Ferrum College Issues and Perspectives in Recruitment and Enrollment

  2. The Admissions Funnel High School Students Inquiries Applicants Acceptances Paid Deposits Matriculants

  3. Simple Yield Analysis 3 year average 1997-1999 Inquiries 11,019 Applicants 1096 Yield 10% Accepts 873 Yield 80% Deposits 445 Yield 51% Matriculants 359 Yield 81%

  4. CICV Freshman Applications and Admission by Residence

  5. Ferrum College Freshmen Applications and Admissions by Residence

  6. CICV Freshman Applications Percent Yield Rate

  7. Ferrum College Freshman Applications Percent Yield Rates

  8. Mechanics of Recruitment • Direct Mail • 50,000 Names • 5% Return • Telemarketing • Admissions Counselors • Students • Faculty

  9. Mechanics of Recruitment • Publications • Based on attributes highlighted in the Strategic Plan: Blend of Arts & Sciences Technology Experiential Learning Blue Ridge Location Activities & Athletics (Leadership) Classroom--Student/Teacher Ratio

  10. Mechanics of Recruitment • High School Visits/College Nights • 5 Geographic of Recruitment Territories • Recruitment Travel both Fall & Spring • VA Tour • Out of State:PA,WV, MD, NJ, NC, DE, TN,FL • Athletics • Geodemographic Analysis

  11. Marketing Roanoke Valley Multimedia: Newspaper Radio Billboard Roanoke.com Feeder School Newspapers Selected Back to School Guides Mechanics of Recruitment

  12. Mechanics of Recruitment • Marketing continued: • Private Colleges & Universities Magazine • Regional Edition of National Magazines: Newsweek Time Sports Illustrated U.S. New & World Report

  13. Mechanics of Recruitment • Open Houses • Fall (2) • Spring (2) • Campus Tours • Tour • Class • Lunch

  14. Mechanics of Recruitment • Campus Tours continued: • Faculty • Coaches • Overnight Stays • VA Private College Week • CICV Counselor Tour

  15. Mechanics of Recruitment • Planning • Annual Planning • Results • Opportunities • June • Strategic Planning • Size of the Class • Shape of the Class • On going

  16. Psychology of Recruitment Deciding to Go to College • Consumer Approach • Predisposition • Information Seeking • College Inquiries • Application • Acceptance • Attending

  17. Psychology of Recruitment Deciding to Go to College • Sociological • Class Rank/SAT/GPA • Parental Education • Student Peer Groups • Economic • Cost Benefit Analysis

  18. Psychology of Recruitment • College Choice • Influencing Attributes • Students/families perception of what attribute is influential to their choice. • Preferred Attributes • Students/families preference for an attribute. • Needs Analysis • Students/families needs in College.

  19. Academic Profile and Personality Ferrum College Entering Freshmen • GPA (2.6) • SAT (899) • Family Education (31% both parents attended college) • Aspiration and Educational Attainment

  20. Educational Attainment Get a bachelor’s degree? Ferrum College Peer Group 64% 75.1% Source: 1997, 1998 & 1999 CIRP; 3 year average

  21. Educational Attainment Source: Parent Survey. 1997-1999 Combined.

  22. Academic Profile and Personality Ferrum College Entering Freshmen • Socioeconomic

  23. Estimate of Parents Income Ferrum Peer Group <$20,000 11% 13% $20,000-$39,999 29% 24% $40,000-$59,999 23% 25% $60,000-$99,999 23% 25% >=$100,000 14% 14%

  24. Academic Profile and Personality Ferrum College Entering Freshmen • Geographic/home

  25. Distance From Home Source: 1997, 1998 & 1999 CIRP; 3 year average

  26. ATTRIBUTES • Academic Reputation • Social Reputation • Cost • Financial Aid • Location/Distance from Home • Size • Athletics • Special Programs

  27. Attribute: Academic Reputation This college has a very good academic reputation. Ferrum College Peer Group 35.6% 50.1% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  28. Academic Reputation Graduates gain admittance to top graduate/professional schools. Ferrum College Peer Groups 16% 26% Source: 1997, 1998 & 1999 CIRP; 3 year average

  29. Attribute: Social Reputation This college has a good reputation for its social activities. Ferrum College Peer Group 24.5% 27.3% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  30. Attribute: Cost This College has low tuition. Ferrum College Peer Group 9.3% 10.5% Source: 1997, 1998, & 1999 CIRP; 3 year average.

  31. Attribute: Cost For the colleges your student seriously considered, Ferrum’s tuition, room and board was . . . Source: Parent Survey 1997-1999 Combined.

  32. Attribute: Financial Aid Was the financial aid package a significant reason in your student’s attending Ferrum? Source: Parent Survey. 1997-1999 Combined.

  33. Attribute: Location/ Distance From Home I wanted to live near home. Ferrum College Peer Group 15.0% 15.2% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  34. Attribute: Size I wanted to go to a a school about the size of this college. Ferrum College Peer Group 47.2% 52.6% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  35. Attribute: Parental Influence My parents wanted me to go was a very important decision factor. Ferrum College Peer Group 42.3% 37.9% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  36. Attribute: Athletics Very good chance that I will play varsity/intercollegiate athletics. Ferrum College Peer Group 44.1% 27.0% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  37. Attribute: Special Programs This college offers special educational programs which were very important in the decision to attend private college. Ferrum College Peer Group 22.1% 21.8% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  38. Issues In Enrollment • Defense of small school • Lack of name recognition

  39. Student Selection and Choice

  40. Issues In Enrollment • Public perception (image) • Location • Perception of the value of the degree • History/traditions • Pride • Commitment to college

  41. Commitment to College Be satisfied with your college? Ferrum College Peer Group 31.2% 52.8% Source: 1997, 1998 & 1999 CIRP; 3 year average

  42. Issues In Enrollment • Predisposition to transfer

  43. Predisposition to Transfer The chances are very good that I will transfer to another college before graduating. Ferrum College Peer Group 12.5% 8.7% Source: 1997, 1998 & 1999 CIRP; 3 year average

  44. Issues In Enrollment • Parental influence (or lack thereof)

  45. Parental Influence My parents wanted me to go to college. Ferrum College Peer Group 42.3% 37.9% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  46. Issues In Enrollment • Academic preparation • Career vs intellectual

  47. Career vs Intellectual To be able to make more money. Ferrum College Peer Group 77.5% 63.6% Source: 1997, 1998 & 1999 CIRP; 3 year average

  48. Career vs Intellectual To prepare myself for graduate or professional school. Ferrum College Peer Group 38.4% 49.5% Source: 1997, 1998 & 1999 CIRP; 3 year average.

  49. Issues In Enrollment • Perception of the student- ability, consumer, learner, colleague. • Faculty • Staff • Coaches • Administration • BOT

  50. Issues In Enrollment • Unified Understanding of Ferrum (or lack thereof) • Mission • Vision • “we know what’s best” • customer service

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