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Undergraduate Recruiting and Department Promotion. The Problem!. 8 incoming freshman. The Cause???. Higher campus admission standards. Lower ACT scores for students from rural schools and low income communities. Working 4-6 h/d on farm? Higher Tuition.

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Presentation Transcript

The Problem!

8 incoming freshman

the cause
The Cause???
  • Higher campus admission standards.
  • Lower ACT scores for students from rural schools and low income communities.
  • Working 4-6 h/d on farm?
  • Higher Tuition.
  • Less farms, smaller pool to recruit from.
  • Perception that the quality of education at UW-P and UW-RF is on par with UW-Madison.
  • Majority of FFA instructors are UWRF and UW Platteville graduates.
the solution marketing plan
The Solution:Marketing Plan
  • Department establishes a Recruiting and Department Promotion Committee 1/05.
  • Dairy Science contracts with TVM Marketing 7/05.
  • Market plan is approved 10/05.
    • Communications goal as developed jointly by Dairy Science and TVM:
      • Extend reach and frequency of the department’s recruiting program
      • Build a positive, credible brand perception
      • Create buzz
      • Position the department as the nation’s leading dairy science program and the hub of dairy industry information
      • Measured by: Increase in undergraduate students to 100 by the 2008/2009 class
brand promise
Brand Promise:

The University of Wisconsin-Madison Dairy Science Department is the center of excellence and leadership in dairy science education and discovery, so you can be confident you’re gaining the ultimate college experience.

Establishing the Brand:Points of Differentiation

Brand Logo:

recruiting promotion plan
Student data collection

Direct mailings to prospective students

Trade magazine advertisements

Trade show booth graphics

Trade show participation and hooks

Website redevelopment


Recruiting CD Rom

Post-it-notes for parents

Dairy Science bookmarks

Redesigned letterhead

Communications and school year intern

News and feature press releases

Dairy Science golf outing

Dairy Science student ambassadors

High school senior open house

Campus visits

Capabilities brochure/folder

Recruiting/Promotion Plan
special initiatives
Special Initiatives
  • Undergraduate “Dairy Legacy” Scholarships
    • $5,000 freshman scholarships (7/y)
  • Veterinary Scholars Program
    • Goals are to increase both the number of undergraduate dairy science students and food animal veterinarians.
  • Admissions Program
    • Targets students with production ag interest
    • Goal is earlier admission by avoiding deferral
    • Departmental supervision and tracking of admitted students