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Recruitment at Portland State University

Recruitment at Portland State University. Target audiences Key messages Strategies Results Challenges. Target Populations. Oregon resident freshmen Out-of-state freshmen International students Students of color High achieving students Transfer students. Target geographic areas.

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Recruitment at Portland State University

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  1. Recruitment at Portland State University • Target audiences • Key messages • Strategies • Results • Challenges

  2. Target Populations • Oregon resident freshmen • Out-of-state freshmen • International students • Students of color • High achieving students • Transfer students

  3. Target geographic areas • Oregon University System (OUS) Fall tour: visit with students from 228 high schools in Oregon; • Extended follow up outreach to all primary and secondary feeder schools; • Out-of-state territories: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Texas and Washington; • Five week Winter Oregon Transfer Days: OUS tour to Oregon community colleges & monthly repeat visits to Clackamas, Clark, Mt. Hood, all PCC Campuses; • Asia, Middle East and south Asia college fairs and targeted high school and college visits.

  4. Recruitment Messages • Urban location; • Breadth and quality of academic programs; • Global and diverse student body; • Student engagement; • Curricular emphasis on sustainability & globalization.

  5. Recruitment Philosophy • Consistent use of main recruitment messages; • Consistent look and feel in print & electronic media; • Optimize tight budget with continuity in existing markets and develop promising markets as resources allow; • Prioritize messages to prospects and primary influencers (guidance counselors and parents); • Provide responsive customer service; • Put student needs and interests first.

  6. Recruitment Strategies • Represent PSU at national & regional college fairs in all target geographic markets; • Visits to cc’s & primary and secondary HS in territories in Oregon & non-resident targets; • Comprehensive follow up communication at planned intervals, incorporating publications, campus visit programs, receptions, chats, email flights, electronic newsletters, social networks & phone follow up campaigns to target populations; • On-site admission programs (“Instant Vikings”) at regional high schools.

  7. Guidance counselor relations (eg. Host annual HS and CC college counselor workshops & provide comprehensive counselor resource packets) & communication plan implementation for follow up; • Parent Relations (visit programs, presidential mailing); • Underrepresented student outreach (Collaborative Gear Up and other grant programs, “Team Viking” student/mentors, “Instant Viking” programs, & communication plan implementation.

  8. Scholarship writing workshops and award ceremonies, Viking Scholars’ award program; • Financial aid nights for students and parents; • High achieving student follow up for Honors Program including purchase of PSAT lists, PSU scholars, high achievers’ Orientations, receptions.

  9. Campus Visits • Twice daily student & family campus tours & faculty appts; • Campus visit programs: Preview Day, Viking Visit Fridays, Bridges, Student For A Day, Viking 101 for Middle School events, & overnight camps; ARR hosts more than 7,000 campus visitors per year!

  10. Results • More than 20,000 FTF students in prospective student data base each year; • More than 4,000 transfer students in prospective student data base each year.

  11. Strategies that work. • Outreach programming; • Integrated publications with consistent messaging & development of PSU ‘sense of place;’ • Rapid and personalized follow up; • Monthly follow up intervals using multiple media (postcards, visit programs, personalized letters, html-rich e-newsletters, online chats, social networks, student-to-student phone campaigns.); • Receptions for parents & prospects.

  12. Resources We Need. • Comprehensive web re-design; • Virtual campus tour; • Recruitment management software; • Additional staff for non-resident outreach and follow up.

  13. Infrastructure • Recruitment staffing is unable to accommodate demand in target markets, especially non-resident markets; • Response time & application processing is manual and slow; • Paper processes should be digitized and automated.

  14. Out-of-State (OOS) StudentsComparing Fall 2000 to Fall 2005 • Applications grow by 121% (compared to 39% in-state) • Admits grow by 107% (compared to 30% in-state) • Matriculants grow by 183% (compared to 32% in-state) • In Fall 2005 we had double digit matriculants in all key OOS territories* (compared to double digits in just 3 target OOS territories in Fall 2000) *Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, New Mexico, and Washington

  15. Challenges • Staffing daily office operations & campus events with outreach, especially in non-resident markets; • Competing with universities having more advanced recruitment technology; • Motivating staff and maintaining morale given work load & expectations; • Receiving timely approval for foundation and tuition remission scholarships.

  16. Questions?

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