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Growing Enrollment Through Strategic Recruitment

Learn how Indiana State University has successfully increased enrollment through targeted recruitment strategies and financial aid initiatives.

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Growing Enrollment Through Strategic Recruitment

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  1. ISU Recruiting Strategy March 19, 2013Enrollment Management,Marketing and Communications

  2. Fall 2012… it’s in the books • 12,114 students (+586)—last time we had this many was nearly 20 years ago • 2,668 freshmen (+147) largest class in history; third consecutive year of record classes • 840 more freshmen in this class than in 2009 • 747 transfers (+8), fourth time over 700 (1999, 2010, 2011) • 3,415 total new students/ 33% of undergraduates • Average GPA for regular enrolled: 3.15 vs. 3.12 • Average GPA for conditional enrolled: 2.41 vs. 2.37 • 10% of new class in Honors Program • (Fall 2012: 270; Fall 2009: 131)

  3. 62% of those admitted by November 1st enrolled, compared to 45% three years ago

  4. Latest Map of IndianaShowing Source of Fall 2012 Enrolled Freshmen • Vigo • Marion • Lake

  5. Market Share on the Rise

  6. By The Numbers: 2008-09 2009-10 2010-11 2011-12 2012-13 Search names 11,032 42,367 58,284 125,241 135,061 Campus visitors 1,282 1,539 1,739 1,991 1,214* 498 690 849 1,088 38% 44% 48% 54% Calls made 4,321 23,624 38,615 Incoming calls 34,567 61,765 Live chat launched Feb. 2,991 E-mail campaign (duplicated count) 1,146,608 High school visits 283 214 209 *3/1/13: 1,214 individual campus visits: 14% increase compared to last year

  7. Some Reasons We Have Been Able to Grow Freshmen Enrollments • “College Go Week” : work prospects longer (3,522: +455) • Welcome Center hosts and warm cookies • Student search names : 135,061/2.5>/target markets • Building tertiary markets (Chicago, Kentucky , Ohio and Michigan—incentive tuition scholarships) • Strategic media buying (broadcast, billboards, radio) • Emphasis on social media (Facebook, live chat, mobile applications) • Mailing financial aid award by mid-March • Staying connected with admits through entire recruitment cycle (e-mail, Facebook, calling)

  8. Quality performance indicators 2009-2012

  9. The changing face of enrolled conditional admits: Year head percent total Count of total Count 2012 333 12.5% 2,668 2011 293 11.7% 2,521 2010 498 18.5% 2,707 2009 366 18.0% 2,035 2008 483 24.9% 1,940

  10. Chicago metro enrolled students 2010-2012: Cook County: Chicago Public Schools & Non-CPS *DuPage, Kane, Lake, McHenry, and Will Counties CPS : < 3% of freshman class Cook County: <7% of freshman class

  11. The Changing Landscape of Financial Aid • $96,778,378—amount of aid awarded in 2012 at ISU • 79% of undergraduates receive some form of federal, state and institutional aid. Average aid package: $9,800 • 49% of undergraduates have merit awards: average: $6,500 • 52% of freshmen qualified for a Pell Grant

  12. Students Borrowing More, and Nothing Suggests This Trend Will Change • Auxiliary (private lender ) loans for freshmen: • 2012: 1,381 total borrowers: 40.3% were freshmen • 2013: 769 borrowers ad of 10/15: 49.3% are freshmen • Average auxiliary loan amount: • 2012 average amount: $6,625 (9% interest Private ; 6.8% Stafford; 7.9% PLUS) • 2013 average amount as of 10/15: $10,080 • National average student loan debt at graduation: $26,682 (in 2010) • ISU average student loan debt at graduation: $18,455 (in 2010) • ISU default rate on Stafford Loans: 7.2% (National average: 5.2%)

  13. Graduation rate for Pell recipients—full time, degree seeking cohort beginning Fall      4yr 5yr 6yr2003                                    12.1%    25.4%    30.1%2004                                    11.5%    27.2% 32.7%    2005                                    12.2%    27.3%    32.3%2006                                   14.2%    28.3%    33.8%

  14. Institutional Scholarships2009-2012 (Excluding Athletics)

  15. Scholarship OffersMarch 1

  16. Scholarship OffersMarch 1

  17. Scholarship OffersMarch 1

  18. Scholarship awards to admits as of March 1, 2013 Of the 8,288 admitted for Fall 2013:55% awarded laptops (3.0 GPA>)10% awarded Academic Excellence (3.7GPA>/$2,000) 8% Awarded Academic Distinction (3.5GPA>/$1,500)16% Awarded Academic Merit (3.3GPA>/$1,000)20% awarded Academic Achievement (3.0GPA>/$500)12% awarded Illinois Student Scholarship (2.75GPA>)

  19. Drive Them to the Web… • Website: • Online advertising (e.g., retargeting banner ads, search engines); 194,000 unique visitors grew to 423,000 in first year and 437,000 in Fall 2013. • Students are spending twice the time on sites and “stickiness” went from 20% to 62% in less than two years. • Admissions Office 2,991 “Live Chats” with prospects since January. • Phase I of a new web design/ technology will launch this summer; Phase II to include colleges academic department will launch this fall

  20. Mobile Application • ISU Mobile (Apple, Android, HTTP://m.indstate.edu) • Admissions • Classes • Directory • Events • 67,675 unique visitors since 9/4/12 and 7,517 downloads

  21. Making Connections That Last… • Facebook: • Fans grew from 4,500 in spring 2011 to more than 12,000 by February 2013. • Over 1,100 of our incoming Freshmen are using the Facebook app. • In Fall 2012, 80% of Facebook users attended June orientation and 2,300 of enrolled fall classes. • Twitter: • Twitter is our newest and fastest growing social media. • Currently we have over 6,500 followers, which is 50% more than last year.

  22. 1st Quarter 2013 Deliverables and Implementation Benchmarks End of January 2013 Deliverables: • Project 1: Profile of currently enrolled 2012/2013 Freshman Goal: Using ROI Data Mining process, determine key data points for the ideal ISU student profile. • Project 2: Apply profile to Admitted Students for 2013/2014 Goal: To determine if the reason behind 6,000 students not reaching the enrolled status is: are students a good fit and just not making it through the summer? OR are these students not really a good fit? **Discovery, Design/Development, and Lifecycle Validation stages of Implementation must be completed no later than January 21, 2012.

  23. Benchmark Data Points: Student Commitment Housing Commitment No Impact: Gender, Ethnicity, Religion Preferred Data Points: GPA SAT ACT ROI – Customer Lifecycle Marketing™: Profile Review Conversion Impact: State Zip High School Major Application Date Method Staff Child FAFSA Data Points: Expected Family Contribution Student Aid College Choice 1 College Choice 2 College Choice 3

  24. Talisma Activity Email ROI – Customer Lifecycle Marketing™: Engagement Score Twitter Event Attendance Facebook Google Analytics **Last 90 Days of Engagement.

  25. Next Steps • Finalize Engagement Data Feeds • Fall 2012 Sophomore Student Data to benchmark Profile VS Retention • Obtain Fall 2013 Student Data for Profiling • On-going Data Delivery to ROI • Export of ROI Lifecycle Scoring into Talisma • Training with Enrollment Team

  26. Conversation…

  27. Academic performance/ Fall to spring retention : 2010-2012

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