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ISU Recruiting Strategy.  12,114 students (+586)—last time we had this many was nearly 20 years ago  2,668 freshmen (+147) largest class in history;

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Presentation on theme: "ISU Recruiting Strategy.  12,114 students (+586)—last time we had this many was nearly 20 years ago  2,668 freshmen (+147) largest class in history;"— Presentation transcript:

1 ISU Recruiting Strategy

2  12,114 students (+586)—last time we had this many was nearly 20 years ago  2,668 freshmen (+147) largest class in history; third consecutive year of record classes  840 more freshmen in this class than in 2009  747 transfers (+8), fourth time over 700 (1999, 2010, 2011)  3,415 total new students/ 33% of undergraduates  Average GPA for regular enrolled: 3.15 vs  Average GPA for conditional enrolled: 2.41 vs  10% of new class in Honors Program  (Fall 2012: 270; Fall 2009: 131)

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6 Search names11,03242,36758,284125, ,061 Campus visitors 1,282 1,539 1,739 1,991 1,214* ,088 38% 44% 48% 54% Calls made 4,321 23,624 38,615 Incoming calls 34,567 61,765 Live chat launched Feb. 2,991 campaign (duplicated count) 1,146,608 High school visits *3/1/13: 1,214 individual campus visits: 14% increase compared to last year

7  “College Go Week” : work prospects longer (3,522: +455)  Welcome Center hosts and warm cookies  Student search names : 135,061/2.5>/target markets  Building tertiary markets (Chicago, Kentucky, Ohio and Michigan—incentive tuition scholarships)  Strategic media buying (broadcast, billboards, radio)  Emphasis on social media (Facebook, live chat, mobile applications)  Mailing financial aid award by mid-March  Staying connected with admits through entire recruitment cycle ( , Facebook, calling)

8 TermCountU/GPAU/SATC/GPAC/SATA/GPAA/SAT Fall Fall Fall Fall

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10 The changing face of enrolled conditional admits:

11 Cook County CPS% total from CPS Non-CPS% total non-CPS total Other Counties * %8159% %8074% %11260%56

12  $96,778,378—amount of aid awarded in 2012 at ISU  79% of undergraduates receive some form of federal, state and institutional aid. Average aid package: $9,800  49% of undergraduates have merit awards: average: $6,500  52% of freshmen qualified for a Pell Grant

13  Auxiliary (private lender ) loans for freshmen:  2012: 1,381 total borrowers: 40.3% were freshmen  2013: 769 borrowers ad of 10/15: 49.3% are freshmen  Average auxiliary loan amount:  2012 average amount: $6,625 (9% interest Private ; 6.8% Stafford; 7.9% PLUS)  2013 average amount as of 10/15: $10,080  National average student loan debt at graduation: $26,682 (in 2010)  ISU average student loan debt at graduation: $18,455 (in 2010)  ISU default rate on Stafford Loans: 7.2% (National average: 5.2%)

14 Graduation rate for Pell recipients— full time, degree seeking

15 Award yearScholarship offeredScholarship paid $16,208,738$4,100,000 (est.) 24% $14,855,462$3,374,465 22% $12,231,439$2,874,481 23% $6,800,837$2,041,469 30%

16 Academic Excellence Academic Distinction Academic Merit Academic Achievement

17 Offers Illinois Student Kentucky Student Ohio Student05061 Midwest Consortium

18 ISU Laptop Award Offers

19 Scholarship awards to admits as of March 1, 2013

20  Website:  Online advertising (e.g., retargeting banner ads, search engines); 194,000 unique visitors grew to 423,000 in first year and 437,000 in Fall  Students are spending twice the time on sites and “stickiness” went from 20% to 62% in less than two years.  Admissions Office 2,991 “Live Chats” with prospects since January.  Phase I of a new web design/ technology will launch this summer; Phase II to include colleges academic department will launch this fall

21  ISU Mobile (Apple, Android, )  Admissions  Classes  Directory  Events  67,675 unique visitors since 9/4/12 and 7,517 downloads

22  Facebook:  Fans grew from 4,500 in spring 2011 to more than 12,000 by February  Over 1,100 of our incoming Freshmen are using the Facebook app.  In Fall 2012, 80% of Facebook users attended June orientation and 2,300 of enrolled fall classes.  Twitter:  Twitter is our newest and fastest growing social media.  Currently we have over 6,500 followers, which is 50% more than last year.

23 1 st Quarter 2013 Deliverables and Implementation Benchmarks End of January 2013 Deliverables: Project 1: Profile of currently enrolled 2012/2013 Freshman Goal: Using ROI Data Mining process, determine key data points for the ideal ISU student profile.  Project 2: Apply profile to Admitted Students for 2013/2014 Goal: To determine if the reason behind 6,000 students not reaching the enrolled status is: are students a good fit and just not making it through the summer? OR are these students not really a good fit? **Discovery, Design/Development, and Lifecycle Validation stages of Implementation must be completed no later than January 21, 2012.

24 ROI – Customer Lifecycle Marketing™: Profile Review Profile Score No Impact: Gender, Ethnicity, Religion Conversion Impact: State Zip High School Major Application Date Method Staff Child Preferred Data Points: GPA SAT ACT Benchmark Data Points: Student Commitment Housing Commitment FAFSA Data Points: Expected Family Contribution Student Aid College Choice 1 College Choice 2 College Choice 3

25 ROI – Customer Lifecycle Marketing™: Engagement Score Engagement Score **Last 90 Days of Engagement. Google Analytics Event AttendanceTalisma Activity Twitter Facebook

26 Next Steps Finalize Engagement Data Feeds Fall 2012 Sophomore Student Data to benchmark Profile VS Retention Obtain Fall 2013 Student Data for Profiling On-going Data Delivery to ROI Export of ROI Lifecycle Scoring into Talisma Training with Enrollment Team

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28 Fall cohort % of cohort <.85 Fall GPA Prob. Spring Enrolled Spring 2010 uncond. 2,06881% , uncond. 2,21988% , uncond. 2,32587% , cond % cond % cond %


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