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 Build upon one of the fastest applicant response 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

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  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 and postcard invitations to selected inquirers and applicants RSVPs requested – reminder sent 75% of attendees enrolled What they told us: We wanted to be invited to campus

MAO Team Goals Increase number of inquiries by 10% over Increase number of applicants by 10% over Increase conversion rates of inquiries- to-applicants and applicants-to- enrollments by 3% over

Inquiry Statistics Total Inquiries ,228

Inquirer-to-Applicant Conversion Rates 54% 46%

Applicant Statistics

Applicant-to-Enrollment Conversion Rates

Outreach Activities & Results outreach contacts 40 outreach events 41 tours for 254 prospective students 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 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