Student Recruitment

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Student Recruitment
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Team Members
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Background

• Many colleges successfully employ current
  students in the recruiting process

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Background

• Many colleges successfully employ current
  students in the recruiting process
• They are believable
• peers
• users
• faces of the college

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Current Recruiting Tools

• Automated communication tracks

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Current Recruiting Tools

• Automated communication tracks
• Letters

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events
• Media advertising

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events
• Media advertising
• High school visits

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events
• Media advertising
• High school visits
• College fairs

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events
• Media advertising
• High school visits
• College fairs
• Limited use of work-study students

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Current Recruiting Tools

• Automated communication tracks
• Letters
• Campus events
• Media advertising
• High school visits
• College fairs
• Limited use of work-study students
• The majority of the Colleges recruiting efforts
  are transactional, not relational

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Project Statement

• To improve the prospective student recruitment
  process through enhanced use of current students
  as measured by the number of SCC initiated
  personal contacts per inquiry and by improved
  conversion rate.

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Operational Definitions

• Current Student Any SCC student enrolled in the
  current academic year regardless of number of
  credits.
• Conversion Rate The difference between the
  number of students who inquire at SCC and the
  number of those that actually enroll in classes
  (10th day).

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Operational Definitions

• Current Student Any SCC student enrolled in the
  current academic year regardless of number of
  credits.
• Conversion Rate The difference between the
  number of students who inquire at SCC and the
  number of those that actually enroll in classes
  (10th day).
• Computer-
• Generated Call List Listing of individual
  students (prospective, current, former, etc.) by
  name and phone number respective to the purpose
  of the contact, i.e. applied but not registered,
  registered but not paid, etc.
• Inquiry A student who has made contact with SCC
  expressing a potential interest in future
  enrollment.
• Personal Contact A completed/responded to email,
  phone call, text message, letter or in-person
  conversation whether that be on campus or at a
  recruiting event, i.e. high school visit, college
  day/night, etc.

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Operational Definitions

• Prospective Any high school student who has
  inquired about SCC.
• Recruitment The process of establishing a
  lasting relationship and persuading/selling
  potential students to invest in the product of
  SCC.

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Operational Definitions

• Prospective Any high school student who has
  inquired about SCC.
• Recruitment The process of establishing a
  lasting relationship and persuading/selling
  potential students to invest in the product of
  SCC.
• SCC-Initiated Contact Any communication endeavor
  that begins with SCC and is directed toward a
  prospective student and/or students.

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Operational Definitions

• Prospective Any high school student who has
  inquired about SCC.
• Recruitment The process of establishing a
  lasting relationship and persuading/selling
  potential students to invest in the product of
  SCC.
• SCC-Initiated Contact Any communication endeavor
  that begins with SCC and is directed toward a
  prospective student and/or students.
• Transactional Contacts A purpose-driven
  communication, i.e. registration, orientation,
  and event reminders.

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Operational Definitions

• Prospective Any high school student who has
  inquired about SCC.
• Recruitment The process of establishing a
  lasting relationship and persuading/selling
  potential students to invest in the product of
  SCC.
• SCC-Initiated Contact Any communication endeavor
  that begins with SCC and is directed toward a
  prospective student and/or students.
• Transactional Contacts A purpose-driven
  communication, i.e. registration, orientation,
  and event reminders.
• Relational Contacts Personal communication with
  the purpose of building rapport between the
  prospective student and the college.

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Current Processes
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Current Processes

• Prospective students submit applications and
  enter the Colleges automated communication
  management system.

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Current Processes

• Prospective students submit applications and
  enter the Colleges automated communication
  management system.

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Relations Diagram
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Current Recruitment Resources

• Internal
• Enrollment Services, Marketing, College faculty
  staff, publications, technology, marketing
  spending, facilities, programs, institutional
  brand, financial assistance, location, customer
  service

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Current Recruitment Resources

• Internal
• Enrollment Services, Marketing, College faculty
  staff, publications, technology, marketing
  spending, facilities, programs, institutional
  brand, financial assistance, location, customer
  service
• External
• Alumni, high school staff, parents, community,
  articulation, word-of-mouth, population

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Possible New Resources

• Hire additional staff/professional recruiters

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Possible New Resources

• Hire additional staff/professional recruiters
• Increase marketing activities spending

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Possible New Resources

• Hire additional staff/professional recruiters
• Increase marketing activities spending
• Add new programs facilities

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Possible New Resources

• Hire additional staff/professional recruiters
• Increase marketing activities spending
• Add new programs facilities
• Reduce tuition

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Possible New Resources

• Hire additional staff/professional recruiters
• Increase marketing activities spending
• Add new programs facilities
• Reduce tuition
• Considerable financial cost risk

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Research

• Focus groups
• Saw value in opportunity to communicate directly
  with a peer
• Expect that current students would tell it like
  it is

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Research

• Focus groups
• Saw value in opportunity to communicate directly
  with a peer
• Expect that current students would tell it like
  it is
• Other colleges
• Other colleges have mature SA programs that are
  vital pieces in achieving enrollment goals

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Untapped Resource Current Students

• Communicate targeted messages one to one

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Untapped Resource Current Students

• Communicate targeted messages one to one
• Credible source for information, insight, opinion

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Untapped Resource Current Students

• Communicate targeted messages one to one
• Credible source for information, insight, opinion
• Face of SCC

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Untapped Resource Current Students

• Communicate targeted messages one to one
• Credible source for information, insight, opinion
• Face of SCC
• Cost less than new staff, faculty or facilities

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Untapped Resource Current Students

• Communicate targeted messages one to one
• Credible source for information, insight, opinion
• Face of SCC
• Cost less than new staff, faculty or facilities
• Efforts more easily measured than many
  traditional marketing activities

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Untapped Resource Current Students

• Communicate targeted messages one to one
• Credible source for information, insight, opinion
• Face of SCC
• Cost less than new staff, faculty or facilities
• Efforts more easily measured than many
  traditional marketing activities
• Complements current Enrollment Services activities

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SA Pilot Program Outline

• Focus on high school inquiries

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington
• Utilize current SCC students

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington
• Utilize current SCC students
• Cultivate relationships with prospects

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington
• Utilize current SCC students
• Cultivate relationships with prospects
• Create SA Coordinator position to manage program

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington
• Utilize current SCC students
• Cultivate relationships with prospects
• Create SA Coordinator position to manage program
• Create test and control groups of 225 prospective
  students each

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SA Pilot Program Outline

• Focus on high school inquiries
• Locate in West Burlington
• Utilize current SCC students
• Cultivate relationships with prospects
• Create SA Coordinator position to manage program
• Create test and control groups of 225 prospective
  students each
• Run pilot November 2007 - September 2008

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Improvement Theory

• Colleges with SA programs enjoy higher conversion
  rates

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Improvement Theory

• Colleges with SA programs enjoy higher conversion
  rates
• Allows for cultivating relationships with
  prospects

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Improvement Theory

• Colleges with SA programs enjoy higher conversion
  rates
• Allows for cultivating relationships with
  prospects
• Complements current activities

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Improvement Theory

• Colleges with SA programs enjoy higher conversion
  rates
• Allows for cultivating relationships with
  prospects
• Complements current activities
• Builds credibility, puts a face on the college

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007
• Hire and train Student Ambassadors - December
  2007 January 2008

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007
• Hire and train Student Ambassadors - December
  2007 January 2008
• Submit budget FY 2009 request for expanded SA
  program - March 2008

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007
• Hire and train Student Ambassadors - December
  2007 January 2008
• Submit budget FY 2009 request for expanded SA
  program - March 2008
• Assess mid-point progress - May 2008

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007
• Hire and train Student Ambassadors - December
  2007 January 2008
• Submit budget FY 2009 request for expanded SA
  program - March 2008
• Assess mid-point progress - May 2008
• Launch expanded SA program - August 2008

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Recommendations for Implementation

• Hire SA Coordinator, develop tools - November
  December 2007
• Hire and train Student Ambassadors - December
  2007 January 2008
• Submit budget FY 2009 request for expanded SA
  program - March 2008
• Assess mid-point progress - May 2008
• Launch expanded SA program - August 2008
• Compile data, present findings of pilot October
  2008

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SA Pilot Program Details
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SA Pilot Program Details

• includes one five-hour week of training for
  ambassadors, 40 hours of program prep
  ambassador training by SA Coordinator

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SA Pilot Program Cost

• Wages based on 8 hourly rate for students, 15
  hourly rate for staff. Incentives expenses
  cover awards for achieving goals, uniforms,
  materials, etc.

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SA Pilot Program Cost

• Wages based on 8 hourly rate for students, 15
  hourly rate for staff. Incentives expenses
  cover awards for achieving goals, uniforms,
  materials, etc.

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SA Pilot Program Cost

• Wages based on 8 hourly rate for students, 15
  hourly rate for staff. Incentives expenses
  cover awards for achieving goals, uniforms,
  materials, etc.

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Project Gantt Chart
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Conversion Rate Three Year Average
2007 numbers are year-to-date. Enrollment
Services has also changed the way it classifies
inquiries. The net effect results in a drop in
inquiries as defined here.
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Conversion Rate Goal

• Test Group Conversion Rate Goal 35.00

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Conversion Rate Goal

• Test Group Conversion Rate Goal 35.00
• Control Group Conversion Rate 25.75

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Conversion Rate Goal

• Test Group Conversion Rate Goal 35.00
• Control Group Conversion Rate 25.75
• Pilot program goal increase 21 students

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Conversion Rate Goal

• Test Group Conversion Rate Goal 35.00
• Control Group Conversion Rate 25.75
• Pilot program goal increase 21 students

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Value of Individual Student Conversion
Dollars based on one semester, 12 credit load at
107/hour tuition.
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Value of Individual Student Conversion
Dollars based on one semester, 12 credit load at
107/hour tuition.
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Lifetime Value of Individual Student Conversion

• Increases in conversion rate result in more
  students served. Retained students over the
  course of multiple semesters have an even bigger
  financial impact for the college.

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Lifetime Value of Individual Student Conversion

• Increases in conversion rate result in more
  students served. Retained students over the
  course of multiple semesters have an even bigger
  financial impact for the college.

Dollars based on one semester, 12 credit load at
107/hour tuition.
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Value of Overall Student Conversion

• Even a tiny movement in the conversion rate reaps
  huge benefits for SCC.

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Value of Overall Student Conversion

• Even a tiny movement in the conversion rate reaps
  huge benefits for SCC.

Dollars based on one semester, 12 credit load at
107/hour tuition. 1 equals approximately 17
students.
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Breakeven Point

• This project has a very attainable break even
  point.

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Breakeven Point

• This project has a very attainable break even
  point.
• It pays for itself at a mere seven students.

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Breakeven Point

• This project has a very attainable break even
  point.
• It pays for itself at a mere seven students.

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Return on Investment

• Low startup costs - 9215

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Return on Investment

• Low startup costs - 9215
• Attainable break-even point

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Return on Investment

• Low startup costs - 9215
• Attainable break-even point
• Incredible ROI potential

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Return on Investment

• Low startup costs - 9215
• Attainable break-even point
• Incredible ROI potential

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Year-round SA Program
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Year-round SA Program
Wages based on 8 hourly rate for students, 15
hourly rate for staff. Incentives expenses
cover awards for achieving goals, uniforms,
materials, etc.
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Relationship to AQIP Criteria

• Understanding students and other stakeholders
  needs
• Prospective students often benefit from
  additional personal contact to when choosing a
  college.

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Relationship to AQIP Criteria

• Understanding students and other stakeholders
  needs
• Prospective students often benefit from
  additional personal contact to when choosing a
  college.
• Valuing people
• Each prospective student is of value to SCC, both
  from a financial and a student experience
  standpoint. Current students are a valuable
  resource for the College.

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Relationship to AQIP Criteria

• Understanding students and other stakeholders
  needs
• Prospective students often benefit from
  additional personal contact to when choosing a
  college.
• Valuing people
• Each prospective student is of value to SCC, both
  from a financial and a student experience
  standpoint. Current students are a valuable
  resource for the College.
• Leading and communicating
• Training and empowering Student Ambassadors to
  work on behalf of SCC will provide them
  opportunities to develop leadership and
  communication skills.

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Relationship to AQIP Criteria

• Understanding students and other stakeholders
  needs
• Prospective students often benefit from
  additional personal contact to when choosing a
  college.
• Valuing people
• Each prospective student is of value to SCC, both
  from a financial and a student experience
  standpoint. Current students are a valuable
  resource for the College.
• Leading and communicating
• Training and empowering Student Ambassadors to
  work on behalf of SCC will provide them
  opportunities to develop leadership and
  communication skills.
• Supporting institutional operations
• Additional students enrolled at SCC, as a result
  of this program, will provide additional
  resources for the College through increased
  revenue. This program will complement the
  current Enrollment Services activities.

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Relationship to AQIP Criteria

• Planning continuous improvement
• The pilot program to begin in October 2007,
  student contact in February 2008 interim
  assessment in May 2008. Final results compiled,
  recommendations made in September 2008.

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Relationship to AQIP Criteria

• Planning continuous improvement
• The pilot program to begin in October 2007,
  student contact in February 2008 interim
  assessment in May 2008. Final results compiled,
  recommendations made in September 2008.
• Building collaborative relationships
• The program will foster relationships between
  prospective and current students as well as
  Student Ambassadors and staff at SCC.

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Relationship to AQIP Criteria

• Planning continuous improvement
• The pilot program to begin in October 2007,
  student contact in February 2008 interim
  assessment in May 2008. Final results compiled,
  recommendations made in September 2008.
• Building collaborative relationships
• The program will foster relationships between
  prospective and current students as well as
  Student Ambassadors and staff at SCC.
• Helping students learn
• Training students as Student Ambassadors will
  increase their knowledge of SCC, and will give
  them valuable sales and time management skills to
  use in furthering their careers. It will also
  educate prospective students about SCC and the
  college selection process.

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Relationship to AQIP Criteria

• Planning continuous improvement
• The pilot program to begin in October 2007,
  student contact in February 2008 interim
  assessment in May 2008. Final results compiled,
  recommendations made in September 2008.
• Building collaborative relationships
• The program will foster relationships between
  prospective and current students as well as
  Student Ambassadors and staff at SCC.
• Helping students learn
• Training students as Student Ambassadors will
  increase their knowledge of SCC, and will give
  them valuable sales and time management skills to
  use in furthering their careers. It will also
  educate prospective students about SCC and the
  college selection process.
• Measuring effectiveness
• The effectiveness of the program will be measured
  by comparing the conversion rate of prospective
  students contacted by the Student Ambassadors
  versus a control group with no additional
  contact.

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Studying Results

• Contacts per prospective student type,
  frequency, medium

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Studying Results

• Contacts per prospective student type,
  frequency, medium
• Inquiry-to-applicant counts
• Applicant-to-registered counts
• Inquiry-to-registered counts

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Studying Results

• Contacts per prospective student type,
  frequency, medium
• Inquiry-to-applicant counts
• Applicant-to-registered counts
• Inquiry-to-registered counts
• Mid-point report in May 2008

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Studying Results

• Contacts per prospective student type,
  frequency, medium
• Inquiry-to-applicant counts
• Applicant-to-registered counts
• Inquiry-to-registered counts
• Mid-point report in May 2008
• Final report in October 2008

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Studying Results

• Contacts per prospective student type,
  frequency, medium
• Inquiry-to-applicant counts
• Applicant-to-registered counts
• Inquiry-to-registered counts
• Mid-point report in May 2008
• Final report in October 2008
• Registered through 10th Day counts

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Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators

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Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk

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Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk
• Increase number of contacts per SA

103
Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk
• Increase number of contacts per SA
• Acquire sufficient working space, equipment

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Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk
• Increase number of contacts per SA
• Acquire sufficient working space, equipment
• Additional duties for SA staff, i.e. tours and
  visits

105
Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk
• Increase number of contacts per SA
• Acquire sufficient working space, equipment
• Additional duties for SA staff, i.e. tours and
  visits
• Incorporate component targeting non-traditional
  students

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Engrafting Improvements

• SA Coordinator will reside within Enrollment
  Services under oversight of Enrollment
  Coordinators
• Expand program to include ten SAs seven in WB,
  three in Keokuk
• Increase number of contacts per SA
• Acquire sufficient working space, equipment
• Additional duties for SA staff, i.e. tours and
  visits
• Incorporate component targeting non-traditional
  students
• Maintain relationships after enrollment to assist
  with retention and enhance college experience

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Ideas for Other Projects

• Contact all prospective students

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Ideas for Other Projects

• Contact all prospective students
• SA program as outreach/community college
  support graduations, Paint-a-thon, SCCAA, SCC
  Foundation

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Further Ideas for Other Projects

• Use Alumni for recruitment

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Further Ideas for Other Projects

• Use Alumni for recruitment
• Year-round program of college visit events

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Further Ideas for Other Projects

• Use Alumni for recruitment
• Year-round program of college visit events
• College-wide ownership of recruiting and
  enrollment

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Further Ideas for Other Projects

• Use Alumni for recruitment
• Year-round program of college visit events
• College-wide ownership of recruiting and
  enrollment
• Non-traditional marketing and communication
  efforts text, web, MySpace.com, blogs

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Steering Committee Feedback
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Thank you
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