1. Converting Applicants to Students:
Keep in Touch Using Communications Management
Joanne T. Ceres Director of Enrollment Management & Registrar Pitt Community College

2. Welcome Packet sent to all new students when application was processed
Before Admissions
Tracks Were Implemented
Welcome Packet sent to all new students when application was processed
Problem: No follow-up, no further contact until time for registration
Problem: Information Overload
Problem: Too generic, not tailored to specific needs

3. Welcome Packet
All information sent in one packet

4. Advantages of Using CM Ability to personalize correspondence
You control the timing of mailings either with the “days” function or with “send by” option
Allows you to continuously keep in contact with prospects, keeping your institution’s name in the forefront
Keeps a history, so you can measure the effectiveness of each piece sent

5. Formed in Fall 2006 in response to declining enrollment in Spring 2006
Admissions Correspondence Committee
Formed in Fall 2006 in response to declining enrollment in Spring 2006
Academic areas
Student Development services
Admissions
Distance Learning
Other areas as needed
Representation From Across Campus:

6. Main Goals for the Committee
Define what communication tracks are needed
Decide which specific materials need to go to all students and which will go to targeted populations
Determine optimum timing for receiving materials

7. Review existing Welcome Packet to see what was currently being sent
First Steps
Review existing Welcome Packet to see what was currently being sent
Re-design initial welcome letter
Form sub-committees to do the work

8. Existing Document Committee
Review the generic documents currently included in the welcome packets and make suggestions for changes and/or additions to these materials
Registration Information
Review the generic documents currently included in the welcome packets and make suggestions for changes and/or additions to these materials
Important
Dates
Advisor List
Welcome Packet
Transcript requests
Program Brochures

9. Welcome Letter Committe
Make recommendations regarding the initial communication with students who have been accepted or readmitted

10. Auxiliary Materials Committee
Determine what materials students need to receive about available services on campus such as financial aid, distance learning, weekend college, disability services, career services, etc
Make recommendations as to when and how students should receive this info.

11. Three distinct Welcome Letters should be designed
Recommendations
From Welcome Letter Committee
Three distinct Welcome Letters should be designed
A letter to Health Science students placed into AGE
A letter for University Transfer students
Generic letter for all other students

12. Admission Tracks Defined
Three tracks were set up to include the 3 types of welcome letters
Eventually a 4th track for Business Division students was added

13. ATRK to Assign Communication Codes Based on
Rules to Set Up
ATRK to Assign Communication Codes Based on
Program of Study

14. Rules are Created on RLDE

15. Communication Codes Assigned on Update from SHAP or APPN

16. Tracks Defined on the TRC Screen

17. From Existing Documents Committee
Recommendations
From Existing Documents Committee
Admissions workflow chart currently in use by Admissions Counseling should be re-designed and included in initial mailing
Advisor contact information should be incorporated into each welcome letter to eliminate need for separate contact sheet
Transcript Request forms should be included in 1st mailing

18. From Auxilary Materials Committee
Recommendations
From Auxilary Materials Committee
Mailings in each track should correspond with the steps outlined in the Admissions flowchart.

20. Our Current Correspondence
14 days after welcome letter
3rd Letter
Financial aid step-by-step
7 days after welcome letter
2nd Letter
Upon receipt of admissions application
Placement testing info
1st Letter
Personalized welcome letter with advisor info, admissions flowchart

21. Current Correspondence (cont'd)
60 days after welcome letter
6th Letter
President’s letter
45 days after welcome letter
Advising letter (separate letters for AGE, University Transfer, Business)
5th Letter
21 days after welcome letter
4th Letter
Campus Cruiser mailing

22. Current Correspondence (cont'd)
90 days after welcome
8th Letter
Final Letter
Services Piece
2 weeks before Priority Registration
Registration information
7th Letter

23. Has Enhanced Communication
Made a Difference
Enrollment has increased every term since CM has been implemented
Fall 2008 showed a 9.48% increase in headcount from Fall 2007
The number of no-show students has decreased by 2% from Fall 2007 to Fall 2008
Smoother admissions & registration processes

24. Other Uses For CM Registrar’s Office Letter to prospective graduates
Change of major notification
Letter to prospective graduates
Instructions to Learn & Earn applicants
Letter to Dual Enrolled students who have graduated
Address changes (out-of-state students)
Awarding of articulated credit

25. Other Uses For CM Recruitment
Personalized follow-up letters from Admissions Counselors & Recruiters
Letter to prospects when SAT or placement test scores are received without an application
Congratulatory letter to GED/AHS grads with info about curriculum programs

26. Future Plans at PCC
Build a Recruitment track incorporating communication with parents for high school students
Incorporate communications into existing tracks to reduce postage costs
Do more data mining of historical files to build forecast models

27. Questions? Thank You. Joanne T. Ceres jceres@email.pittcc.edu