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ISU Recruiting Strategy. March 19, 2013 Enrollment Management, Marketing and Communications. Fall 2012… it’s in the books. 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

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Isu recruiting strategy

ISU Recruiting Strategy

March 19, 2013Enrollment Management,Marketing and Communications


Fall 2012 it s in the books
Fall 2012… it’s in the books

  • 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. 3.12

  • Average GPA for conditional enrolled: 2.41 vs. 2.37

  • 10% of new class in Honors Program

    • (Fall 2012: 270; Fall 2009: 131)


62 of those admitted by november 1 st enrolled compared to 45 three years ago
62% of those admitted by November 1st enrolled, compared to 45% three years ago


Latest

Map of IndianaShowing Source

of Fall 2012

Enrolled Freshmen

  • Vigo

  • Marion

  • Lake



By the numbers
By The Numbers:

2008-09 2009-10 2010-11 2011-12 2012-13

Search names 11,032 42,367 58,284 125,241 135,061

Campus visitors 1,282 1,539 1,739 1,991 1,214*

498 690 849 1,088

38% 44% 48% 54%

Calls made 4,321 23,624 38,615

Incoming calls 34,567 61,765

Live chat launched Feb. 2,991

E-mail campaign (duplicated count) 1,146,608

High school visits 283 214 209

*3/1/13: 1,214 individual campus visits: 14% increase compared to last year


Some reasons we have been able to grow freshmen enrollments
Some Reasons We Have Been Able to Grow Freshmen Enrollments

  • “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 (e-mail, Facebook, calling)



The changing face of enrolled conditional admits

The changing face of enrolled conditional admits:

Year head percent total Count of total Count 2012 333 12.5% 2,668 2011 293 11.7% 2,521 2010 498 18.5% 2,707 2009 366 18.0% 2,035 2008 483 24.9% 1,940


Chicago metro enrolled students 2010-2012: Cook County: Chicago Public Schools & Non-CPS *DuPage, Kane, Lake, McHenry, and Will Counties CPS : < 3% of freshman class Cook County: <7% of freshman class


The changing landscape of financial aid
The Changing Landscape of Financial Aid

  • $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


Students borrowing more and nothing suggests this trend will change
Students Borrowing More, and Nothing Suggests This Trend Will Change

  • 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%)


Graduation rate for pell recipients full time degree seeking

Graduation rate for Pell recipients—full time, degree seeking

cohort beginning Fall      4yr 5yr 6yr2003                                    12.1%    25.4%    30.1%2004                                    11.5%    27.2% 32.7%    2005                                    12.2%    27.3%    32.3%2006                                   14.2%    28.3%    33.8%


Institutional scholarships 2009 2012 excluding athletics
Institutional Scholarships seeking2009-2012 (Excluding Athletics)


Scholarship offers march 1
Scholarship Offers seekingMarch 1


Scholarship offers march 11
Scholarship Offers seekingMarch 1


Scholarship offers march 12
Scholarship Offers seekingMarch 1


Scholarship awards to admits as of march 1 2013

Scholarship awards to admits as of seeking

March 1, 2013

Of the 8,288 admitted for Fall 2013:55% awarded laptops (3.0 GPA>)10% awarded Academic Excellence (3.7GPA>/$2,000) 8% Awarded Academic Distinction (3.5GPA>/$1,500)16% Awarded Academic Merit (3.3GPA>/$1,000)20% awarded Academic Achievement (3.0GPA>/$500)12% awarded Illinois Student Scholarship (2.75GPA>)


Drive them to the web
Drive Them to the Web… seeking

  • 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 2013.

    • 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


Mobile application
Mobile Application seeking

  • ISU Mobile (Apple, Android, HTTP://m.indstate.edu)

    • Admissions

    • Classes

    • Directory

    • Events

    • 67,675 unique visitors since 9/4/12 and 7,517 downloads


Making connections that last
Making Connections That Last… seeking

  • Facebook:

    • Fans grew from 4,500 in spring 2011 to more than 12,000 by February 2013.

    • 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.


1 st quarter 2013 deliverables and implementation benchmarks
1 seekingst 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.


Roi customer lifecycle marketing profile review

Benchmark Data Points: seeking

Student Commitment

Housing Commitment

No Impact: Gender, Ethnicity, Religion

Preferred Data Points:

GPA

SAT

ACT

ROI – Customer Lifecycle Marketing™: Profile Review

Conversion Impact:

State

Zip

High School

Major

Application Date

Method

Staff Child

FAFSA Data Points:

Expected Family Contribution

Student Aid

College Choice 1

College Choice 2

College Choice 3


Roi customer lifecycle marketing engagement score

Talisma seeking Activity

Email

ROI – Customer Lifecycle Marketing™: Engagement Score

Twitter

Event Attendance

Facebook

Google Analytics

**Last 90 Days of Engagement.


Next steps
Next Steps seeking

  • 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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