mao student recruitment team
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MAO Student Recruitment Team. Marketing-Admissions-Outreach. - PowerPoint PPT PresentationTRANSCRIPT
MAO Student Recruitment Team
Marketing-Admissions-Outreach
Marketing Outreach Admissions Focus Focus Focus Build Promote Develop Cultivate Provide Convert Visibility Programs Prospects Prospects Services to Student
Recruitment Process & Roles
Why was MAO initially formed?
Lack of coordinated, integrated communication with prospects
Untapped potential (10,000+ potential students indicated interest
in North the previous year)
MAO Strategies
• Data-driven decisions• Regular contact with prospects• Consistent image and messages• Coordinated communications and
activities (no duplicated efforts)
Prospect Types
• Targets• Inquirers • Applicants• Enrollments• Dropped Enrollments
MAO Objective
• Move prospects to next step (convert)• Targets Inquirers• Inquirers Applicants• Applicants Enrollments• Enrollments Re-enrollments
New Tactics 2007-08
Build upon one of the fastest applicantresponse times in the state• Improved marketing effectiveness of schedule
and mail to select zip codes and previous 12 months of inquirers/applicants
• Targeted advertising based on demographic data
• Mail quarterly e-newsletter to previous 12 months of inquirers
2007-08 MAO Team Goals
• Increase number of inquiries by 10% Achieved 10%
• Increase number of applicants by 1% Achieved 9.4%
• Maintain overall conversion rates of inquiries-to-applicants and applicants-to-enrollments Increased inquiries-to-applicants rate by 2% Maintained applicant-to-enrollment rate of
45%
New Tactics 2008-09
Worked with Accounting department to develop “model” for capturing and managing leads that come in at the department level
• Developed student ambassadors to host prospects on campus
• Increased personal contact with more prospects• Made contact with high school PTAs and
submitted articles or ads for parent/school bulletins and announcements
• Developed and implemented prospect luncheon that coincided with Spring Fest
Tactic Highlight:Prospect Luncheon• Sent e-mail and postcard invitations to
selected inquirers and applicants• RSVPs requested – reminder e-mail
sent• 75% of attendees enrolled• What they told us: We wanted to be
invited to campus
2008-09 MAO Team Goals
• Increase number of inquiries by 10% over 2007-08
• Increase number of applicants by 10% over 2007-08
• Increase conversion rates of inquiries-to-applicants and applicants-to-enrollments by 3% over 2007-08
Inquiry Statistics
Total Inquiries2005-06 754 2006-07 703 2007-08 7742008-09 1,228
Inquirer-to-Applicant Conversion Rates
2008-09
2007-08
2006-07
2005-06
0% 10% 20% 30% 40% 50% 60% 70% 80%
52%
72%
54%
46%
Applicant Statistics
Summer Fall Winter Spring0
1000
2000
3000
4000
5000
6000
7000
2005-062006-072007-082008-09
Applicant-to-Enrollment Conversion Rates
2005-06 2006-07 2007-08 2008-090
2000
4000
6000
8000
10000
12000
14000
16000
ApplicantsEnrollments
40.4%45.5% 45.1% 41%
Outreach Activities & Results• 2300+ outreach contacts • 40 outreach events • 41 tours for 254 prospective students• E-mail campaign to 1756 “applied but not
enrolled” students• 87% of outreach inquirers were converted
from inquirer to applied status• Two enrollment campaigns and fairs
Bottom Line: Additional Students at North
New Tactics for 2009-10• Systemize communications with and tracking
of prospects• Develop cutting-edge, highly competitive
admissions/registration Web pages and other electronic communications
• Develop marketing communications with specific appeal to high school prospects
• Invite more prospects campus events• Work with Ed Fund to ensure scholarship
strategies are aligned with enrollment strategies