Taking A “Strategic Sales” Approach To Admissions Recruiting

November 20, 2009

Laurie D. McCormack - Vice President for University Advancement

Dennis W. McCormack - Principal McCormack Enterprise Solutions, LLC

Presenters:

Excerpts From: Noel-Levitz. “Keys to Enrollment Success”

Park UniversityAdmissions Professionals

• Coordinates the efforts of Park university offices and represents enrollment management team

• Teams with top administration, academic community at large, and appropriate people outside of Park

• Is an ambassador of Park’s vision of its enrollment future

• Strategic thinkers and planners• Stays ahead of changing conditions in the

marketplace• Educates internal constituencies

Key Strategies for Park Enrollment Management

• Increase image and awareness of Park university in targeted market

• Generate a sufficient number of inquiries of the right type and mix to achieve enrollment goals

• Expand the number of and quality of Park’s promotional publications

• Compile and maintain a comprehensive enrollment database management information system to monitor and evaluate all activities of the Park University admissions program

From: Noel-Levitz. “Keys to Enrollment Success”

• Implement a coordinated, expanded and sequential written and outbound electronic communications system to prospective Park students from inquiry to enrollment to achieve targeted conversion and yield rates

• Conduct special events and Park campus visit programs to maximize the number of personal contacts and enrollment rates

• Develop special marketing and recruitment initiatives to increase enrollment and/or strengthen demand in under-enrolled programs

Key Strategies for Park Enrollment Management

From: Noel-Levitz. “Keys to Enrollment Success”

• Develop an effective volunteer recruitment program that includes the use of current Park students, staff, faculty and alumni

• Develop and maintain relationships with key influentials (e.g. professors, staff, social agencies, area employers, advisory committees, parents/spouses, etc.)

Key Strategies for Park Enrollment Management

From: Noel-Levitz. “Keys to Enrollment Success”

Key Strategies for Park Enrollment Management

• Implement market research to obtain information on how Park is perceived in its primary market and to identify more clearly key marketing messages and themes

• Evaluate the effectiveness of Park’s annual marketing/recruitment plan and make necessary modifications for the next recruitment cycle plan that articulates with the institution’s overall admissions objectives and goals

From: Noel-Levitz. “Keys to Enrollment Success”

Evaluate What Techniques are Most Effective in Recruiting Park Students?

• Campus visits• Faculty involvement• Predictive modeling and

leveraging• Financial aid and

scholarships

• Direct mail• Personalization• Tracking• Telemarketing• Web-based marketing

From: Noel-Levitz. “Keys to Enrollment Success”

Admissions RecruitmentA Comprehensive Sales Approach

• Think Strategically

• Think Big Picture (what are your goals and visions?)

• Think Globally (macro)

• Think Compartmentalized (micro)

• Think Short and Long term

• Articulate your vision to everyone!!

• Take risks!

Types of E-communications

• Emails (one time on a particular topic such as campus visit days)

• Email campaigns (pre-populated emails with narrative that is scheduled to be sent to prospective students over a specific time period)

• Email newsletters to prospective students, counselors, parents, alumni

• Email postcards (Holiday card)

Analyze Your ROI• Prospective students seen at College Fairs• Prospective students seen at School Visits• Business Reply Card (BRC) conversions• Advertisements with vendors (Inquiries, applications,

deposits)• Direct Mail prospects • Campus Visit prospects• First Contact source• Geography (macro approach)• Walk-in visitors• Telephone Inquiries• Outside referrals

**This list is not exhaustive and Park may have many more variables to assess**

Qualifying and AnalyzingThe Park Target Pool

Will not enroll at Park no matter what you do

Will enroll at Park no matter what you do

Students falling in this area will not enroll unless Park does something to influence their decision.

From: Noel-Levitz. “Keys to Enrollment Success”

The Customer Acquisition Funnel

Student Decision-making Process

Initial University Awareness Set: Information seeking and receiving

Expanded University Awareness Set:Specific university inquiries

University Consideration Set:Application

University Choice Set:University choice

Registration

Continuation

Alumni Loyalty

Stages of Admission

Awareness Building

Inquiry

Applicant

Acceptance

Deposit

Orientation

Enroll

Enrolled

From: Noel-Levitz. “Keys to Enrollment Success”

Being “Empowered”

• Research, plan and articulate

• Be territory “managers”

• Brainstorm (with Admissions team)which approaches to recruitment worked versus those which were not as successful

• YOU work through the issues and make recommendations

You are true sales professionals that represent a

unique institution. Be all that you are capable of being and market the wonderful product you have to sell.