Online Recruitment

Rolling Out the Web Carpet for Prospective Students

Presenters

• Linda Day, System AnalystNorth Shore Community Collegelday@northshore.edu

• Aaron Toleos, Web AdministratorNorth Shore Community Collegeatoleos@northshore.edu

Section 1Background

North Shore Community College

• 30 miles north of Boston

• 4,000 FTE

• 3 campuses

5 Years Ago

• Recruit Cards

• Paper Admissions

• Arena Registration

Campus Portal – Spring 2001

Online Registration

• 84% or more last8 semesters

Growth & Satisfaction

• transcripts• schedules• email• online courses• Web space• degree audit• financial aid• targeted messaging• voting for student elections• course chat & threaded discussion

Student Survey: 99.7% good, very good, or excellent

Traffic to Public Site

0

5,000

10,000

15,000

20,000

25,000

30,000

2001 2002 2003 2004

Unique Visitors

Unique Visitors- Individuals who visited your site during the report period. If someone visits more than once, they are counted only the first time they visit.

Use of the Internet at Major Life MomentsPew Internet & American Life Project, January 2002

• Minorities & younger Americans led this groupC

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15

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Online Admissions – Fall 2002

• 5,400 total Web Apps• About 1/3 apply online• Credit & noncredit

Online Recruitment

Merging of three separate projects:

A. Online Admissions Advising Form

B. Areas of Interest Project

C. Banner Recruitment Module

A

B

C

Admission Advising Form• Reduce mailings• Improve quality of response• Reduce processing time• Reduce/improve phone calls• 150/month

A

Areas of Interest

Academic DivisionsBusiness Sciences (22 programs)Health Professions (21 programs)Human Services (21 programs)Liberal Studies (6 programs)Science & Mathematics (20 programs)

Problems1. Too broad – only 5 categories2. Based on institutional needs not user’s –

Floriculture under Human Services3. What about Noncredit?

B

Areas of Interest

19Areas of InterestAnimal Care Aviation Science Beauty/Skin Care Business Careers Child Care/Teacher Training Computers Engineering Fire Floral/Landscape Design Food/Cooking Graphic Design Health Professions Hospitality/Travel/Tourism Human Services Law/Legal Careers Liberal Arts Office Skills/Careers Science Technology Unsure

6Academic DivisionsBusiness SciencesHealth ProfessionsHuman ServicesLiberal StudiesScience & Mathematics+ Corporate & Community Ed.

Recruit ModuleC

This becomesArea of Interest

Section 2How our system works

www.northshore.edu

Online Recruit – July 2003

Thank You Page

Area of Interest Page

AcademicDept. Pages

24 Hour Email

Relationships

Hi Jennifer,

I wanted to thank you for the email you sent me. I don't know when I will end up going back to school it will probably be this fall or the following fall due to many upcoming changes in my life...(I'm getting married !!) If there are any information packets about the school and vet tech program that can be mailed to me, I would greatly appreciate it.

Phonathon: “Thanks for calling. I was meaning to get in touch with you.”

E-Marketing Communications (1)

E-Marketing Communications (2)

Review

1. Fill out online recruit form

2. View personalized Web content

3. Receive 24 hour personal email

4. E-marketing communications

-10 to 70/day- 15 to 30 minutes/day processing

Fall 20042963

518

1614

374

669

89

0

500

1000

1500

2000

2500

3000

Count Applied Registered

Web

High School

Total Web Recruits?Between July 2003 and November 2004

3,869 unique web recruits

1,182 registered

= 31% yield

Section 3:Getting Serious About the Data

HS Visits vs. Web Recruits2963

518

1614

374

669

89

0

500

1000

1500

2000

2500

3000

Count Applied Registered

Web

High School

HELLO!!!

Sharing the DataMajors

Fall 2005None specif ied UnsureAC AHAV BABG BKBM BTCC CFCJ CNCO CUEC FLFS HAHD HEHL HMHP HSJC LALB LGMC MSNE OTPF PNPT RSRT SCST TMTRA VTWD WPZAT ZCM

16% Nurse Education

26% None Specif ied

Getting More SpecificInterestsFall 2005

Aviation ScienceAnimal CareBeauty/Skin CareBusiness CareersChildcare/Teacher TrainingComputersEngineeringFire ScienceFloral/Landscape DesignFood/CookingGraphic DesignHealth ProfessionsHuman ServicesLaw /Legal CareersLiberal ArtsOff ice Skills/CareersScienceTechnologyUnsure

AGE WHERE THEY LIVE Summer 2005 Fall 2006

Already have601 recruitsfor Fall 2005 Areas of Interest

Questions