Developing a Student Marketing Plan KSU Admissions Kennesaw State University Admissions Developing A...

Developing a Student Marketing Developing a Student Marketing PlanPlan

KSU AdmissionsKSU Admissions

Kennesaw State University Kennesaw State University AdmissionsAdmissions

Developing A Student Marketing Plan Kennesaw State University • 2003

GACRAO 50TH ANNIVERSARY


KSU AdmissionsKSU AdmissionsPresented by:Presented by:

Joe F. HeadJoe F. HeadDean of Enrollment Management andDean of Enrollment Management and

Director of AdmissionsDirector of Admissions

Susan BlakeSusan BlakeSenior Associate Director of AdmissionsSenior Associate Director of Admissions

Angela EvansAngela Evans Assistant Director of AdmissionsAssistant Director of Admissions

Tom HughesTom HughesTech Support andTech Support and

Emeritus Associate Director of Graduate AdmissionsEmeritus Associate Director of Graduate Admissions

October 27, 2003October 27, 2003


KSU AdmissionsKSU AdmissionsKSU ProfileKSU Profile

► PublicPublic► 17,500 enrollment17,500 enrollment► Third largest institution in GeorgiaThird largest institution in Georgia► 60% women60% women► 90% claim to work90% claim to work► Average age 25Average age 25► Average SAT 1042Average SAT 1042► Opened in 1967 as a two year schoolOpened in 1967 as a two year school► On campus apartment housingOn campus apartment housing► Located 20 miles north of AtlantaLocated 20 miles north of Atlanta► Became a University in 1995Became a University in 1995► Semester CalendarSemester Calendar► Inexpensive tuition/fees, $3,000.00 Inexpensive tuition/fees, $3,000.00

annuallyannually► Banner Installation, 1997 (Current Banner Installation, 1997 (Current

version 5.5.2)version 5.5.2)► KSU Reorganized to create Enrollment KSU Reorganized to create Enrollment

Services, 1995 (Admission, Registrar,Services, 1995 (Admission, Registrar,Financial Aid, CAPS)Financial Aid, CAPS)


Collegiate Marketing Tools

FieldRepresentation

Slice 8

Web Marketing"Transactional

Service"

TeleCounseling

Campus Visitation

Direct Mail

Advertising Media

Processing

Conversion RatesConversion RatesNew Undergraduates OnlyNew Undergraduates Only

► The KSU Office of Admissions also processes Graduate and Re-Admit The KSU Office of Admissions also processes Graduate and Re-Admit applicationsapplications

YearYear EnrollmeEnrollmentnt

FTEFTE ApplieAppliedd

IncompleIncompletete

AccepteAcceptedd

DeferreDeferredd

EnrolledEnrolled ConversioConversion Raten Rate

20020033

17,48517,485

12%12%

GrowthGrowth

12,47612,476

14%14%

GrowtGrowthh

9,1129,112 1,4071,407 6,5096,509 1,1871,187 3,8983,898 60%60%

*The 2003 Enrollment Numbers are Not Official as of October 25, 2003 –Extracted from Live or Pre-SIRS Released Data*The 2003 Enrollment Numbers are Not Official as of October 25, 2003 –Extracted from Live or Pre-SIRS Released Data

20020022

15,65415,654

12% 12% GrowthGrowth

11,16211,162

18%18%

GrowtGrowthh

7,8117,811 1,3761,376 5,5075,507 928928 3,6653,665 67%67%

20020011

13,95113,951

4%4%

GrowthGrowth

9,4839,483

5%5%

GrowtGrowthh

5,7915,791 953953 4,1554,155 722722 2,9802,980 72%72%

24/7 Web Tools 24/7 Web Tools for Enrollment Managementfor Enrollment Management

► Web based Georgia High School DirectoryWeb based Georgia High School Directory► Freshman Admissions Predictor (FAP)Freshman Admissions Predictor (FAP)► High School Guidance Counselor Service High School Guidance Counselor Service

Center (GHSCSC)Center (GHSCSC)► Electronic Application, SAT Transfer, and Electronic Application, SAT Transfer, and

Imaging SystemsImaging Systems► Prospective Student and Information Prospective Student and Information

Retrieval TechnologyRetrieval Technology► Registration “Tried” ReportRegistration “Tried” Report

Best PracticesBest Practices

Imaging and the electronic push are part Imaging and the electronic push are part of the accomplishments for which the of the accomplishments for which the KSU Office of Admissions was awarded KSU Office of Admissions was awarded

the the

2003 Best Practices Benchmarking 2003 Best Practices Benchmarking AwardAward

by the Board of Regents of the University System of Georgiaby the Board of Regents of the University System of Georgia



FieldRepresentation

E-Mail

Web Marketing"Transactional Service"

TeleCounselingCampus Visitation

Direct Mail

Advertising Media


FieldRepresentation

Slice 8


Service"

TeleCounseling

Campus Visitation

Direct Mail

Advertising Media

Processing


KSU AdmissionsKSU Admissions►The ability to The ability to processprocess in a timely in a timely

fashion is as pivotal to successful fashion is as pivotal to successful marketing as other endeavors.marketing as other endeavors.

► Included are document collections, Included are document collections, data entry, folder building/routing, data entry, folder building/routing, reporting of decisions, retrieval of reporting of decisions, retrieval of information and notifications.information and notifications.


KSU AdmissionsKSU Admissions►Efficient Efficient productionproduction and and turnaroundturnaround time time

are key in moving a prospect to are key in moving a prospect to applicant, applicant to admitted applicant, applicant to admitted applicant, admitted applicant to enrolled applicant, admitted applicant to enrolled student.student.

►Necessary in this process is the layering Necessary in this process is the layering of a continual barrage of of a continual barrage of communicationscommunications and fingertip and fingertip accessaccess by by prospects/applicants to information 24/7.prospects/applicants to information 24/7.



►These factors directly and greatly These factors directly and greatly impact the ROA, which translates as impact the ROA, which translates as your your

Conversion RateConversion Rate


KSU AdmissionsKSU AdmissionsAlso Essential to Successful Marketing is Also Essential to Successful Marketing is

thethe

Ability to Successfully Manage PaperAbility to Successfully Manage Paper

►Electronic Download of Web ApplicationsElectronic Download of Web Applications► ICR Electronic Download of Paper ICR Electronic Download of Paper

ApplicationsApplications►Electronic Download of Test ScoresElectronic Download of Test Scores


KSU AdmissionsKSU AdmissionsImaging Product With Capabilities Beyond Imaging Product With Capabilities Beyond

Archival ImagingArchival Imaging

►24 – 48 Hour Turnaround for Imaging 24 – 48 Hour Turnaround for Imaging DocumentsDocuments

►Workflow (Electronic Routing of Folders)Workflow (Electronic Routing of Folders)►Notepad (Entry into SIS from Imaging)Notepad (Entry into SIS from Imaging)►Checklist CompletionChecklist Completion



The smoother the inquiry and The smoother the inquiry and application process, the greater the application process, the greater the

impact on your impact on your

Conversion RateConversion Rate


KSU AdmissionsKSU AdmissionsCommunicationCommunication

Pivotal to Successful Marketing is the Pivotal to Successful Marketing is the Ability to Effectively Ability to Effectively CommunicateCommunicate with with

Prospects and Applicants using a Prospects and Applicants using a Variety of MeansVariety of Means

► E-mailE-mail► TelephoneTelephone► Written CommunicationsWritten Communications► Web AccessWeb Access


KSU AdmissionsKSU AdmissionsEmail ContactsEmail Contacts

►Bounce BacksBounce Backs► Inquiry ResponsesInquiry Responses►Automated (application Automated (application

received/admissions received/admissions decision)decision)

►SpecializedSpecialized


KSU AdmissionsKSU AdmissionsTelephoneTelephone

►Self Service AvailabilitySelf Service Availability►Personal Service AvailabilityPersonal Service Availability►TelecounselingTelecounseling


KSU AdmissionsKSU AdmissionsWritten CommunicationsWritten Communications

► InquiryInquiry►Applicant Incomplete LettersApplicant Incomplete Letters►Decision LettersDecision Letters►Quick Retrieval for Customer Quick Retrieval for Customer

ServiceService

Web AccessWeb Access


KSU AdmissionsKSU AdmissionsWeb AccessWeb Access

► Inquiry – Material requests, freshman Inquiry – Material requests, freshman predictor, virtual advisor, chat, predictor, virtual advisor, chat, program informationprogram information

►Applicant – Apply online, application Applicant – Apply online, application

status check, admission standards, status check, admission standards, deadlines deadlines


KSU AdmissionsKSU AdmissionsFundamental Market AnalysisFundamental Market Analysis

Research/HomeworkResearch/Homework

► Feeder Counties/States Feeder Counties/States (populations/projections)(populations/projections)

► Feeder HS – number of applicants to Feeder HS – number of applicants to enrolledenrolled

► Feeder 2 year schools – TransfersFeeder 2 year schools – Transfers► Feeder Student type: Traditional, Non-Feeder Student type: Traditional, Non-

traditional, Residential, Commutertraditional, Residential, Commuter


KSU AdmissionsKSU Admissions Sample Enrollment by County

Only counties with 50 or more students enrolled during Fall 2002 are presented. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/


KSU AdmissionsKSU AdmissionsSample Principal Feeder High Schools

The feeder high schools with the greatest number of new KSU students tend to be in the North Cobb or South Cherokee counties. The high schools in the top 10 of this list have not changed appreciably over the pastfive years even though their numbers of students enrolling at KSU have increased. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/


KSU AdmissionsKSU AdmissionsSample Feeder Transfer Institutions

Fewer than half of KSU's new transfers come from the University System of Georgia; KSU's metropolitan location attracts larger numbers of nontraditional students who transfer from institutions outside the USG. Only 38% of the new KSU transfer students in Fall 2002 were from the top 10 feeder institutions in the University System of Georgia. Source: KSU Office of Institutional Research http://ir.kennesaw.edu/



SUBJECT NUMBER PERCENT

SCHOOL ENROLLMENT

Population 3 years and over enrolled in school 165,032 100

Nursery school, preschool 14,414 8.7

Kindergarten 9,458 5.7

Elementary school (grades 1-8) 71,629 43.4

High school (grades 9-12) 33,818 20.5

College or graduate school 35,713 21.6

EDUCATIONAL ATTAINMENT

http://quickfacts.census.gov/qfd/



EDUCATIONAL ATTAINMENT NUMBER PERCENT

Population 25 years and over 395,349 100

Less than 9th grade 15,282 3.9

9th to 12th grade, no diploma 29,032 7.3

High school graduate (includes equivalency) 82,038 20.8

Some college, no degree 88,678 22.4

Associate degree 23,141 5.9

Bachelor's degree 110,788 28

Graduate or professional degree 46,390 11.7

Percent high school graduate or higher 88.8 (X)

Percent bachelor's degree or higher 39.8 (X)




LANGUAGE SPOKEN AT HOME

Population 5 years and over 564,574 100

English only 481,572 85.3

Language other than English 83,002 14.7

Speak English less than "very w ell" 39,521 7

Spanish 44,531 7.9

Speak English less than "very w ell" 25,833 4.6

Other Indo-European languages 20,749 3.7

Speak English less than "very w ell" 6,510 1.2

Asian and Pacif ic Island languages 11,863 2.1

Speak English less than "very w ell" 5,790 1



KSU AdmissionsKSU AdmissionsMarket Service AreaMarket Service Area

Map Facility: http://monarch.tamu.edu/~maps2/ga.htm


KSU AdmissionsKSU AdmissionsConclusionsConclusions

Do your homework to know who you are and Do your homework to know who you are and who your market is.who your market is.

Use research to guide your direction and Use research to guide your direction and policies.policies.

Develop your research tools as well as using Develop your research tools as well as using institutional and external research sources.institutional and external research sources.


KSU AdmissionsKSU AdmissionsHow to Recruit a Graduate !How to Recruit a Graduate !

Strategic Enrollment ManagementStrategic Enrollment ManagementA comprehensive Institutional partnership between Academics and A comprehensive Institutional partnership between Academics and Enrollment Services to optimize total enrollment including recruitment, Enrollment Services to optimize total enrollment including recruitment,

retention and graduation outcomes. retention and graduation outcomes.

Student Marketing PlanStudent Marketing PlanA specific calendar plan, within SEM, to attract, recruit and enroll A specific calendar plan, within SEM, to attract, recruit and enroll

desirable numbers of qualified new students by using a pre-determined desirable numbers of qualified new students by using a pre-determined set of outreach activities to influence the prospect’s decision process.set of outreach activities to influence the prospect’s decision process.


KSU AdmissionsKSU AdmissionsRecruitment FunnelRecruitment Funnel

Understanding the Recruitment SequenceUnderstanding the Recruitment Sequence

SUSPECTSSUSPECTSPROSPECTSPROSPECTSINQUIRIESINQUIRIES

APPLICANTSAPPLICANTSACCEPTED APPLICANTSACCEPTED APPLICANTSENROLLED STUDENTSENROLLED STUDENTS

ALUMNIALUMNI


KSU AdmissionsKSU AdmissionsFour Basic ResourcesFour Basic Resources

► Operational BudgetOperational Budget► Personnel and talentsPersonnel and talents► Technology Technology ► TimeTime



► Operational BudgetOperational Budget PrintingPrinting PostagePostage TravelTravel

► Prospect List PurchasesProspect List Purchases► Mail shop servicesMail shop services► AdvertisingAdvertising

Budget funds must match plans to produce desired Budget funds must match plans to produce desired outcomesoutcomes


KSU AdmissionsKSU AdmissionsScope of Marketing RangeScope of Marketing Range

GeographyGeography

Local, state, regional, national, internationalLocal, state, regional, national, international((ChoiceChoice of reach activities: Travel, Telecounseling, Direct Mail, Ads, etcof reach activities: Travel, Telecounseling, Direct Mail, Ads, etc))

Objective (s)Objective (s)Increase new freshman, transfers, gender, honors, Increase new freshman, transfers, gender, honors,

minorities, improve SAT average.minorities, improve SAT average.



► TelecenterTelecenter► Field VisitsField Visits► Direct MailDirect Mail► Web Marketing (Transactional)Web Marketing (Transactional)► Email MarketingEmail Marketing► Campus VisitsCampus Visits► Data Processing/communicationsData Processing/communications► Advertising/mediaAdvertising/media

Operational Marketing ToolsOperational Marketing ToolsLearn to Layer and Schedule Tools to Learn to Layer and Schedule Tools to

Reinforce ResultsReinforce Results



TelecenterTaskTask DescriptionDescription Person Res.Person Res. TimetableTimetable

TelecounselingTelecounseling Fall prospectsFall prospects Telecenter Super.Telecenter Super. DailyDaily

TelecounselingTelecounseling Honor Apps.Honor Apps. John DoeJohn Doe 1/04 – 2/041/04 – 2/04

TelecounselingTelecounseling Fall incompletesFall incompletes Telecenter Super.Telecenter Super. 10/03 – 4/0410/03 – 4/04

Email BroadcastEmail Broadcast Open HouseOpen House Telecenter Super.Telecenter Super. QuarterlyQuarterly

Email BroadcastEmail Broadcast SAT/ACTSAT/ACT Telecenter SuperTelecenter Super 10/0310/03

Email BroadcastEmail Broadcast MinoritiesMinorities Min.CounselorMin.Counselor 11/0311/03

Telecenter ReportsTelecenter Reports Tracking DataTracking Data SupervisorSupervisor MonthlyMonthly


KSU AdmissionsKSU AdmissionsDirect Mail

TaskTask DescriptionDescription Person Res. Person Res. TimetableTimetableUndergrad. Undergrad.

CatalogCatalog

MailingMailing

All statewide HSAll statewide HS Office ManagerOffice Manager SeptemberSeptember

Search MailingSearch Mailing PSAT ListPSAT List Office ManagerOffice Manager MayMay

Scholarship Scholarship Competition Competition

MailingMailing

Invitations to Invitations to competecompete

High ability High ability counselorcounselor

NovemberNovember

Minority mailingMinority mailing Hispanic Hispanic Minority CounselorMinority Counselor OctoberOctober

Alumni MailingAlumni Mailing Legacy Legacy recruitmentrecruitment

TBATBA OctoberOctober

USG Merit MailingUSG Merit Mailing Certificate of MeritCertificate of Merit Office ManagerOffice Manager AprilApril


KSU AdmissionsKSU AdmissionsTransactional Web MarketingTransactional Web Marketing

TaskTask DescriptionDescription Person Res.Person Res. TimetableTimetableApply on LineApply on Line Electronic Electronic

application application downloadsdownloads

Computer Computer SpecialistSpecialist

DailyDaily

Application Status Application Status CheckCheck

View application View application data and decision data and decision on line. on line.

(Testing, (Testing, Orientation)Orientation)

Computer ServicesComputer Services As neededAs needed

Freshman Freshman AdmissionAdmission

PredictorPredictor

60 second Web 60 second Web tool to quote tool to quote likelihood of likelihood of admission admission

Computer ServicesComputer Services As neededAs needed

Web Prospect Web Prospect SystemSystem

On line prospect On line prospect data base data base (Academic Eng.)(Academic Eng.)

Front office Front office secretarysecretary

DailyDaily

Academic EngineAcademic Engine System System maintenance maintenance (Chat, Virtual (Chat, Virtual Advisor, emails, Advisor, emails, etc)etc)

On site On site AdministratorAdministrator

DailyDaily



FieldRepresentation

Slice 8


Service"

TeleCounseling

Campus Visitation

Direct Mail

Advertising Media

Processing



Timely Orchestration

Closing RemarksClosing Remarks

Developing A Student Marketing PlanKennesaw State University • 2003

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