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March 19, 2013 Enrollment Management, Marketing and Communications

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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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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)
slide4

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

slide11

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%

scholarship awards to admits as of march 1 2013
Scholarship awards to admits as of

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…
  • 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
  • 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…
  • 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
1st 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:

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 Activity

Email

ROI – Customer Lifecycle Marketing™: Engagement Score

Twitter

Event Attendance

Facebook

Google Analytics

**Last 90 Days of Engagement.

next steps
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