New Directions in Recruitment and Enrollment

1
New Directions in Recruitment and Enrollment
Cal Poly, San Luis Obispo

• Presented by James Maraviglia, Executive Director
  of Admissions
• Donna Amos, Associate Director of Admissions

2
Cal Polys Location Size

• Located mid-way between Los Angeles and San
  Francisco on Californias beautiful Central
  Coast. Nestled at the base of the foothills, the
  City of San Luis Obispo is approximately 12 miles
  from the ocean and boasts a population of 48,000.
• 16,470 students enrolled Fall 1999

3
Highly Competitive Institution

• Fall 1999 21,000 applications/3,800 new students
• Upside down curriculum
• apply to major

4
Prospects/Applicants

• 140,000 prospects annually
• 300 sources
• 100 interests
• 25,000 applicants annually

5
Cal Poly The Old Days

• Admissions Processing Unit
• Centralized Functions
• Paper Process
• No Personalization
• Reported to Academic Affairs
• University Outreach Unit
• School Relations
• Very Little Follow-Up
• No Analysis
• Reported to Student Affairs

6
CSU Field of Dreams
If you build it, they will come...
7
Goal

• Utilize various technologies available to link
  the campus community to prospective students and
  applicants throughout the recruitment and
  admissions process

8
Objectives

• Support integrated marketing efforts involving
  the entire campus in the recruitment, selection,
  and conversion to enrollment effort

9
The Cal Poly Link

• Ability to capitalize on the dot.com revolution
  in day-to-day support within the admission
  recruitment initiative

10
90.10 Business Rules

• 90 prospects served electronically
• Allows us to spend considerable amount of time
  with those most likely to enroll

11
Actions

• Develop Student Centered Marketing Schemes that
  Focus on the 4 Ps S
• Product Practical benefits of a Cal Poly degree
• Price Best Buy for the money
• Place Focus on San Luis Obispo
• Promotion How we communicate the message
• Service Student-centered approach

12

• President
• VPs
• Administrators
• Staff
• Faculty
• Students

The Traditional Pyramid
13
The Inverted Pyramid

• Students
• Faculty
• Staff
• Administrators
• VPs
• President

14
Redesigning Business Practices

• Decentralized duties and responsibilities of
  Processing Unit
• Creation of 4 workgroups
• Developed policy and procedures
• Empowered staff to make decisions
• Implemented marketing actions plans
• Supported all actions with improved technology
• Abandoned the admission funnel by qualifying
  prospects (filters)

15
Reengineered Workplace
16
Technology Must Be Utilized To

• Store,
• Drive,
• Support , and
• Analyze... all of the activities associated with
  this process

17
What Have We Done?

• Implementation of New Technologies in Admissions

response
Business Card CD
CSUMentorTM
On-Line SIR
On-Line ASQ
18
RESPONSE

• Cal Polys document management software
• Letters and forms generated from SIS data
• Data files generated nightly
• FOCUS Reportwriter
• RESPONSE takes the file, transfers it to the PC,
  and generates the letters/forms using WORD macros
  and list merge
• New version September 1
• Visual Basic replaces WORD macros

19
CollegeViewElectronic Recruiter

• CD ROM
• High School and College Workstations Full View
  Presentation Electronic Recruiter
• Infozap electronic transfer via the web
• CD Digital Viewbook
• World Wide Web Viewbook

20
Pony Express

• Windows MAC versions produced in-house using
  Macromedia Director
• Downloadable version only
• Mapped to mainframe transactions using
  Powerbuilder
• Nightly batch maintenance cycle loads

21
World Wide Web

• Recruitment Tool
• Online Applications
• Online Student Intent to Register
• Online Admissions Supplemental Questionnaire
• iPix 360o QTVR Pictures

22
CSUMentorTM

• WEB Makes it Student-Centered
• Student Planner
• Campus Tours
• E-Mail Accounts
• Student Campus Match
• Campus Comparisons
• Online Admissions Applications
• Direct Link to Campus Websites

23
External Loads

• Scholarship Services
• Referral Services
• Search Services
• Test Tapes

24
Selecting the Best QTVRs

• CD ROM to New Admits
• Quick Time Virtual Reality tours
• Video
• Text
• Covers Cal Poly and San Luis Obispo County
• WEB Component
• Includes portions of the CD ROM
• www.ess.calpoly.edu/_admiss/vrtour/index.htm

25
On-line Student Intent to Register

• No more paper!

26
Business Card CD

• Going live September 1

27
Listening to our Primary Market

• CSUMentor Web Applications
• Fall 2000 72
• Summer 2000 87
• Too Much Email!
• Cant keep up
• Student focus groups

• College Boards ASQ Study
• Top Prospect Sources
• Web Application Downloads
• Web Interest Cards
• Email Inquiries

28
Needs

• Our primary market desired electronic
  communication and self-service
• We needed to respond to large volume email
  requests
• Academic departments/deans desired electronic
  service
• Needed a sophisticated event management system
• Focus on target markets

29
The Partner

• Partnered with Hobsons
• Cal Poly is an alpha site

30
Profiling

• Gathers maintains database information
• direct feed
• feeds from your sis or other external sources

31
Prospecting

• Permits targeted personalized marketing
• prospect filters
• target market groups
• categories
• high school student, transfer student, course of
  study

32
Event Management

• Setup event
• name, date, time, location, details, admissions
  representative, event contact
• Communicate event to appropriate group
• based on filters
• email, vip web page, direct mail
• Primary secondary market
• counselors, teachers, legacy, business, alumni
  reps
• RSVP

33
Communications

• Incoming
• web interest page
• email
• phone inquiries
• external loads
• RSVP to events
• surveys

34
Communications

• Outgoing
• VIP web pages
• email responses
• we will maintain a library of .pdfs and urls for
  the prospective student to grab requested
  information
• direct mail

35
The Benefits

• Saves time in automating administrative functions
• data entry
• direct mail handling
• Saves money
• postage
• letterhead, envelopes, brochures

36
More Benefits

• Improved communications
• email, direct mail, web vip page
• event notification
• Focus on those most likely to enroll
• Statistics
• track sessions/log file
• total refers from where they came from
• total hits, total pages hit, total visits
• hourly, daily, monthly, months throughout the
  year

37
Integrated Marketing and Communication

• Comprehensive, coordinated, institution-wide
  recruitment campaign
• Transmission of critical values
• Provide capability for all campus departments to
  communicate directly with primary, secondary, and
  tertiary markets

38
Integrated Marketing and Communication

• Track recruitment sources highly likely to gain
  admission
• Focus on recruitment itineraries
• Recruit target population based on specific
  marketing plans

39
Admissions and Conversion Flow

• Conditional Admit Letter/Student Intent to
  Register(SIR)
• Presidents Welcome Letter
• Telemarketing for Colleges
• The Guide
• Selecting the Best CD ROM
• Formal Acceptance Letter (upon SIR return)
• Deans Open House Invitation
• Student Telethon
• Regional Reception Invite/Green Gold Days
• Department Welcome Letters
• Ethnic Studies Welcome Letters
• Student Organizations Welcome
• ASI Student Body Welcome Letter
• Vice Presidents Welcome to Confirmed Students
• Summer Advisement Program Registration

40
Outcome Assessment

• Prospect Analysis
• Market Analysis
• Application Analysis
• Admissions Analysis
• Outcome Analysis

41
(No Transcript)
42
Applied
Selected
43
Market Analysis Top Feeder High Schools by Admit
Fall 2000
44
To Date
45
(No Transcript)
46
(No Transcript)
47

• Someone draws a line and says,
• This is as far as your university can go.
• (A) You nod and toe the line.
• (B) You frown and straddle the line.
• (C) You laugh, jump over the line and never turn
  back.
• If you chose (C), congrats. Your university will
  grow and prosper.