college recruitment as a campus-wide effort carrie hilger university of st. thomas master of...
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College Recruitment as a Campus-Wide Effort
Carrie HilgerUniversity of St. Thomas
Master of Business Communication
December 18, 2007
University of St. Thomas
• Office of Undergraduate Admissions– My employer
– Shares information about campus
– No formal communication process with other offices
Research Question
Is there an opportunity for the
Office of Admissions to strengthen
their communication with other
campus departments by offering
them assistance with their marketing
activities?
Purpose
• Admissions knowledge and experience
• Establish a two-way relationship
What I wanted to know
• Four categories
– Current types of marketing and communication performed
– Motivation behind marketing
– Willingness to work with admissions
– Impediments to marketing
Research Process
• 622 paper surveys
• St. Thomas faculty and staff
• 126 surveys returned
• 20% response rate
• 17 questions about departmental marketing
What marketing or communication tools does your office use to
reach current and/or prospective students?
Response Option Percentage Choosing the Response
Web site (kept updated and current) 89%
Department brochures 82%
Information sessions or events 68%
Newsletter (Web or paper based) 56%
Department bulletin board 56%
Flyers, posters or table tents 52%
Career fairs or industry fairs 34%
Alumni outreach activities 29%
Other (please specify) 18%
None 2%
What motivates your office to conduct these activities?
Response Option Percentage Choosing the Response
Increase awareness on campus of department programs and services
71%
Increase the number of current students using department services
65%
Inform the campus community about an event on- or off-campus
64%
Increase the number of current students enrolled as majors/minors
58%
Connect with constituents (i.e. alumni, colleagues, students, etc.)
55%
Increase the number of prospective students enrolled as majors/minors
53%
Other (please specify) 10%
If your office/department was looking to start or expand its
marketing toward prospective students,
would you contact the Office of Admissions?
Response Option Percentage Choosing the Response
Yes 52%
No 9%
I don’t know 39%
Total 100%
To what extent do you agree or disagree with the following statements?
Response Percentage Choosing the Response
Strongly Agree
Somewhat Agree
NeitherAgree NorDisagree
SomewhatDisagree
StronglyDisagree
Time 26% 31% 17% 17% 7%
Funding 17% 33% 27% 17% 3%
-Time hinders my department from performing marketing and communication activities.
-A lack of funding impedes my department from performing marketing and communication activities
Key Findings
• No need to assist in basic marketing strategies
• Raise awareness of prospective student marketing
• Admissions not a resource
• Lack of knowledge about effective marketing
Research Question
Is there an opportunity for the
Office of Admissions to strengthen
their communication with other
campus departments by offering
them assistance with their marketing
activities?
Recommendation
The Office of Undergraduate Admissions
should reach out to assist other departments
with marketing and communication activities.
Questions?
Thank you.
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