Innovative Recruiting: Moving Onsite Open Houses Online

1
Innovative RecruitingMoving Onsite Open Houses
Online

• a presentation to the
• National Association of Graduate Admission
  Professionals
• 2005 Annual Conference
• Thursday, April 21, 2005 145 300 p.m.

2
Meet the Presenters

• Helen Albertson-PlouchaDirector, Admissions
  Financial AidUPENN GSE
• Jarl Jonasformer Director of Online and
  Corporate Learning Development, NYU, SCPS

3
Todays Agenda

• Introduction to UPENN GSE
• Why Move Online?
• Project Objectives and Metrics
• Planning and Implementation
• Technological Considerations
• Lights, Camera, Action!
• Lessons Learned
• Question and Answer

4
UPENN GSE

• Nationally ranked Graduate School of Education
• Approximately 2,000 applications per year
• 17 programs, 4 degrees
• 1300 full and part-time students
• 500 new students each fall

5
Why Move Online?

• A Forward Thinker
• Raise Awareness of New Programs
• Continuous Need to Increase Enrollment
• Diversified Prospects Require Diversified
  Recruitment Solutions

6
VOH Project Objectives

• Temporarily Acquire Requisite Technology
• Design an Engaging, Aesthetic Program
• Create a Seamless Marketing and Registration
  process
• Track Application, Acceptance, and Attendance
  rates of participants
• Create a Replicable Process

7
Project Metrics

• Technology is Acquired and Implemented
• Marketing Plan is Designed and Implemented
• All Participants Wishing to Attend Were Able
• VOH Participation Rates Exceed 10 of Invitees
• Applications are Received from VOH Participants
• VOH Applicants are Accepted and Enroll
• Penn GSE can Design, Implement, and Administer a
  Similar Project On Their Own.

8
Planning and ImplementationAssembling a VOH Team

• Project Sponsor
• Project Manager
• Project Lead
• Marketing Communications Manager
• Registration Manager
• Technology Coordinator/Expert
• Program and Presentation Designer
• Presenters
• Live, Text Chat QA Assistants
• Production Assistants as Needed

9
Planning and ImplementationVOH Production
Schedule/Activities

• Launch Meeting
• Technology Acquisition
• Technology Implementation and Training
• Marketing Registration Process/Plan
• Program Development
• Presentation Design
• VOH 1 (Dont forget facilities!)
• Debrief
• VOH 2
• Debrief

10
Planning and ImplementationTechnological
Considerations

• Technology Used
• Microsoft LiveMeeting
• MCI Audio Conferencing

• Disadvantages
• Phone/Computer connection charge per user/per
  minute
• Excludes Single-line connections

• Advantages
• Web-based, low bandwidth
• Easy Access, Toll-free
• International Hubs
• Event Assistance and Mngmt.

11
The VOH Presentation Agenda

• Admissions Financial Aid
• Degree Programs
• Alumni Where are they Now?
• Faculty Research Student Research
• Student Affairs and Organizations
• Academic Support Programs
• Student Life
• PENN GSE Outreach Efforts
• International Programs
• Question Answers

12
Lights, Camera, ActionThe Day Of

• Set-up
• Conference Room w/ 11 Wired Laptop for each QA
  Assistant and Audio
• Production Room with
• Two Phone Connections
• Two Computers
• Speaker Seat and Driver
• Green Room or Hallway to Prep Speaker
• 2-hour Program 4 Hour Prep

13
Results
Invited 4,500 current inquiries
32,000 purchased email addressees Attended 502
(of 800 Registrants) Applied 45 with event fee
waiver Accepted 28, 5 no decision
yet Deposited 5, 7 awaiting deposit ROI
40K/150K73 (Confirmed) 40K/360K90
(Potential)
14
Lessons Learned

• Shop Around for Best Price of Host Site
• Keep Track of Fee Waiver Process
• Follow Up With Inquiries
• Integrity of Email Lists
• Alternate Chat Rooms for Different
  Divisions/Programs

15
Q A
16
Contact info
Office of Admissions and Financial
Aid admiss_at_gse.upenn.edu Phone
877-PENNGSE(736-6473) Fax [phone] Mailing
Address Graduate School of Education 3700 Walnut
Street Philadelphia, PA 19104-6216
Student Affairs Office Phone [phone]
Student Records Office Phone [phone]