the road to xavier accepted student web site jesuit advancement association june 2007
TRANSCRIPT
Overview• Business Goal: Increase deposits from students accepted
for undergraduate admission.
• Strategy: Strengthen Xavier’s image and better engage accepted applicants and influencers through interactive and peer-to-peer marketing.
• Tactic: Create customized, user-driven web site that’s interactive and fun, connects prospective students to one another and current Xavier students, and sells Xavier.
Chief Components• Your Space: social networking tool (with incentives)
• Blue Tube: view & rate videos from current students
• Learn from current students: video introductions, IM
• Prompts from personal admission and FA counselors
• Review financial aid information and tools, including payment option calculator and more loan information
• Prompts campus visits
• Provides dynamic and static information on campus
Marketing Mix• Announced to students through email blast and postcard
• Weekly messages generated: generic and customized; within site and external; electronic and paper
• Communications tied to individual aid packages, scholarship opportunities, visit opportunities, majors and orientation, contest winners
• Cross-promoted by counselors and through standard communications
Outcomes• 56% accepted students use site
• 93% all deposited students used site
• Average visits: 10 all students, 18 deposited students
• 55% all users created a personal profile
• Freshman class of 2005: 757 students
• Freshman class of 2006: 813 students
• Freshman class of 2007: 865 students