Leveraging Technology to Enhance Student Connections

1

• Leveraging Technology to Enhance Student
  Connections

2
University of Central Missouri Vitals

• 4 Year Public
• Underwent name change in Fall of 2006
• Moderately Selective Auto Admit ACT 21
• 10,600 Enrollment (8,817 Undergraduate)
• 72.5 Fall-to-Fall Retention Rate (Domestic)
• 1550-1600 in freshmen class
• 900 in transfer class
• Banner school with recruitment bolt-on
• Located in Warrensburg, Missouri
• 45 minutes from suburban Kansas City

3
HOPE IS NOT A STRATEGY
-Rick Page Hope Is Not a Strategy The 6 keys to
winning the complex sale
4
HUSTLE IS A STRATEGY
Bhide (2001)
5

• The competitive scriptures almost systematically
  ignore the importance of hustle and energy.
  While they preach strategic planning, they
  overlook the record of a surprisingly large
  number of companies that vigorously practice a
  different religion. These companies dont have
  long-term strategic plans with an obsessive
  preoccupation on rivalry. They concentrate on
  operating details and doing things well. Hustle
  is their style and strategy. They move fast and
  they get it right.

Bhide (2001)
6

• Commit to your strategies decisively,
• execute them violently and revalidate them
  constantly.
• Page (2002)

7
Guiding Principles

• Its all about relationships
• Recruitment messages must focus on outcomes, not
  features
• Response Time Matters
• Personalization is King
• Speed must be a strategic direction of the
  organization
• Without technology, you will never be fast enough
• Get them to "No" as fast as possible
• Be first, Be fast, Be Focused
• Responses must be accurate and complete
• The use of multiple communication channels is
  critical
• You must have a strong web strategy
• Dance with you brung ya

8
A Communication Plan

• A communication plan is the chronological
  arrangement for sharing information about a
  college/university and influencing a decision to
  apply or enroll with a defined population of
  prospective students

Noel-Levitz
9
Why A Communication Plan?

• Create awareness and positively influence a
  prospective students opinions, attitudes and
  perceptions toward the institution
• Encourage the student to apply, confirm and
  enroll
• Continually reinforce the decision of those who
  have applied/confirmed

Noel-Levitz
10
Keys to Effective Communication

• Contact the right student, at the right time,
  with the right message

Noel-Levitz
11
Cost
Low
Vertical (One-to-one) Segmentation Broadcast (Ma
ss)
High
Low
High
Effectiveness
12
Vertical Marketing

• Face to face
• Direct mail
• Telecounseling
• E-mail
• Web chats
• Vertical portals
• Digital publications
• Personal URLs
• Text Messaging
• Social Networking

13
Print
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
Web

• http//www.ucmo.edu/x22409.xml

18
CASE Award Winner
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
Flash E-Mail
23

• http//www.cmsu.edu/recruit/email/list.htmlhttp/
  /www.cmsu.edu/recruit/email/06/admit/http//www.c
  msu.edu/recruit/email/06/pizza/http//www.cmsu.ed
  u/recruit/email/06/thanksgiving/http//www.cmsu.e
  du/recruit/email/06/seasons_greetings/jckl_snow.ht
  mlhttp//www.cmsu.edu/recruit/email//06/looking/
  http//www.cmsu.edu/recruit/email/06/whyucm/http
  //www.cmsu.edu/recruit/email/06/fafsa/http//www.
  cmsu.edu/recruit/email/06/where/http//www.cmsu.e
  du/recruit/email/06/apply_for_aid/

24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
Oh yeah Dont forget about parents
30

• Streaming Video

31
http//www.cmsu.edu/x96378.xml
32
Text
33
(No Transcript)
34
(No Transcript)
35
Social Networking
36
(No Transcript)
37

Discussion Boards Topic Driven, started by
group members
38
Messaging - More personal, email-like
39
(No Transcript)
40
(No Transcript)
41
The Wall Open Discussion Forum for Group
Members
42
Facebook Flyers
43
(No Transcript)
44
(No Transcript)
45
(No Transcript)
46
(No Transcript)
47
What Didnt Work (for us)

• Blogs/RSS
• Pod/Vodcasting
• Online Chats
• CD/DVD

48
Future Directions

• Incorporate text messaging across the institution
  as an alternative service delivery strategy
• Develop enrollment scorecard/dashboard to provide
  administrative leadership across campus with
  real-time EM data at both the university and
  academic levels through drill down capabilities
• Web-Based Point-in-Cycle Enrollment Reports
• Continue refining and automating communication
  flows to identified target markets
• Facilitate connection between new admits and
  academic advisors by assigning advisor at time of
  admit and begin communication process to enhance
  both yield and retention
• PURL and Print on Demand

49
(No Transcript)
50
(No Transcript)
51
Contact Us

• Dr. Matt Melvin
• Assistant Provost for Enrollment Management
• University of Central Missouri
• 660.543.4810
• melvin_at_ucmo.edu
• Mr. Paul Orscheln
• Chief Admissions Officer
• University of Central Missouri
• 660.543.4170
• orscheln_at_ucmo.edu

www.ucmo.edu/leveragingtechnology