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