Undergraduate Recruiting and Department Promotion
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Transcript of Undergraduate Recruiting and Department Promotion
The Problem!
UW System Dairy Science Enrollment
020406080
100120140160180200
19801981198219831984198519861987198819891990199119921993199419951996199719981999200020012002200320042005
UW-Madison UW-Platteville UW-River Falls
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.• 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• 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: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.
Brand Logo:
Establishing the Brand: Points of Differentiation
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
– wisc.edu/dysci• 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
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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
Recent Trends
2631 33 36
50
2215
23 2329
20
815 16
25
0
20
40
60
2003 2004 2005 2006 2007
# Students
Applicants Admits Enrolled