University of Wisconsin-Stevens Point Recruitm… · GENERAL MARKETING/RECRUITMENT PLAN for Fall...
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University of Wisconsin-Stevens Point RECRUITMENT PLAN 2011-2012 Office of Admissions September 2011
Transcript of University of Wisconsin-Stevens Point Recruitm… · GENERAL MARKETING/RECRUITMENT PLAN for Fall...
University of Wisconsin-Stevens Point
RECRUITMENT PLAN
2011-2012
Office of Admissions
September 2011
INTRODUCTION
The UW-Stevens Point Office of Admissions is responsible for recruitment of new freshmen and
transfers. The office staff works as a team to establish recruitment policy and implementation. We
hold monthly brainstorming meetings that include all professional staff and monthly staff meetings that
include all staff to share ideas, concerns, questions and answers.
Current Survey Instruments in Use:
Daily Campus Visitors
ViewPoint Visitors
Web Site
Multicultural Programs
Pointer Info Nights
High School Visits
Members of Recruitment Team
Office of Admissions staff
Catherine Glennon, Director of Admissions
Bill Jordan, Asst. Director of Admissions - coordinates recruitment planning and implementation
Beverly Wenzel, Office Manager
Scott West, Senior Admissions Counselor – coordinates multicultural recruitment
Cheryl Kawleski, Senior Admissions Counselor – specializes in transfer student admissions
Jennifer Anderson Richmond, Admissions Counselor
Laura Rosenfield, Admissions Counselor
Danielle Mortag, Admissions Counselor
Justin Mallett, Admissions Counselor/New Student Orientation
Deborah Getzloff, Receptionist
Margaret (Peg) Hanson, USA 2 – processes new freshman applications; backup receptionist
Angie Linjer, USA 2 – coordinates processing of transfer applications
Elizabeth Parrish, USA 2 – coordinates data entry, computer reports and trouble-shooting
Ad Hoc members (assist with travel on a part-time basis)
Susan Rufledt, Wisconsin Covenant Coordinator
Kent Dernbach, Assistant Basketball Coach
John Birrenkott, Assistant to the Vice Chancellor for Student Affairs
Mike Pagel, Career Specialist/Coordinator of New Student Orientation
SITUATION ANALYSIS
Strengths
1. Overall reputation of UW-Stevens Point and the UW System campuses
2. Reputation and strength of academic programs, including some with national and/or regional
prominence
3. Quality of faculty – excellent reputation for quality of teaching and willingness to help students
4. Campus culture – friendly, diverse in interests, wellness, environmental stewardship
5. Reputable International Studies program
6. Facilities for the fine arts and natural resources
7. Strong athletic programs
8. Participation in Midwest Student Exchange Program (MSEP)
Challenges
1. Number of Wisconsin high school graduates is decreasing
2. Increasing competition from UW System campuses
3. Scholarships for incoming students are limited compared to our competitors
4. Program Array
a. No honors program
b. Business program is not accredited
5. Many faculty do not view recruitment as part of their responsibilities
6. Inadequate course availability affects reputation of campus and future recruitment
7. Inadequate facility for meeting with groups of prospective students and their families who
attend daily visit sessions
8. Funding for travel, mailings and open houses is limited due to budget constraints
9. Assistant Basketball Coach was not in place to assist with recruitment this fall
10. Transfer credit policy for UW Colleges credits toward UWSP upper division credits is more
restrictive at UWSP compared to many of our competitors
11. Inadequate parking on weekdays to invite groups of counselors or students to visit campus
12. Inadequate programming and course availability (i.e. evening and online classes/programs) for
adult/nontraditional students
13. Inadequate resources for Web design and social media for student recruitment purposes
14. Freshman residence halls are traditional and rooms are small.
15. Physical Appearance
a. City is located in flat area of the state without scenic benefits
b. Science Building is unattractive and outdated
c. Only one small airport that is 25 miles north
Significant Competitors
UW-Eau Claire
UW-Green Bay
UW-La Crosse
UW-Madison
UW-Milwaukee
UW-Oshkosh
UW-Stout
UW-Whitewater
GENERAL MARKETING/RECRUITMENT PLAN for Fall 2012
1. New This Year
Major mailing (14,000 names) to potential MSEP students in Illinois
Extra Illinois travel
Ongoing calling campaign targeting the following admitted students:
1. Rank in upper 15% or GPA 3.80 or higher
2. Non-residents
Modifications to Web page (see below)
Automatically generated email to accepted students from their assigned admissions counselor
within two weeks of acceptance
Increased attendance at regional high school information nights
Visits to targeted high schools during Spring 2012
Letter to admitted students from Chancellor
Email to admitted students from Stevie Pointer
2. Recent Modification to Admissions Office Web Page
Redesign of admissions home page, providing more functionality and a more appealing look
Admissions tab available directly off the institutional home page
New tabs Admissions Facebook
More accessible information under Applying
More diverse information regarding costs under Affordability
Easily accessible information regarding affordability with information about tuition, room,
board, financial aid, scholarships, and tuition discount programs.
Prominent link outlining UWSP’s sustainability efforts under Why UWSP? tab
We will be monitoring feedback from our website survey and making appropriate changes
when needed.
NEW FRESHMEN
1. Publications/Marketing Materials
Viewbook – updated every 2-3 years
Profile – updated annually
Paying for College – Adequate supply remaining
Catalogs – 2 copies sent to each Wisconsin high school plus additional high schools in
Michigan and northern Illinois
Pennants – Given to high schools visited; sent to high schools upon request and taken to UW
System Workshops for high school counselors
New Freshman Admissions Guidelines information sheet
Frequently Asked Questions sheet
Guide Sheets – Single sheet guides about academic programs at UWSP
PowerPoint presentations
2. Pointer Info Nights
Pointer Info Nights are short information sessions about UWSP that have been offered in
populated areas of Wisconsin and Illinois. After a general presentation from 7:00-8:00 p.m.,
admissions professionals from UWSP are available to answer questions concerning admissions,
financial aid, student life and career services. Light snacks (cookies and beverages) are provided. Pointer Info Nights were first offered in Fall 2006 in four locations. Two Pointer Info nights will
be offered in the fall of 2011 that target high school seniors: the Crowne Plaza Milwaukee in
Wauwatosa and a hotel in Schaumburg, Illinois.
6,400 postcards will be sent to targeted areas in early October marketing the University and the
appropriate “Info Night” date. Emails will be sent to area high schools and to the postcard
recipients. Postcards sent to names purchased from ACT and seniors who have applied for
admission.
3. Outside Sources for Names of Prospective Students
Purchased Names from ACT
6,200
15,441
6,143 6,300
21,500
0
5,000
10,000
15,000
20,000
25,000
# of Names Purchased
2007
2008
2009
2010
2011
July 2007 - Purchased 6,200 ACT names (Marketing of Info nights)
July 2008 – Purchased 15,441 ACT names (Minority Names & Marketing of Info Nights)
July 2009 – Purchased 6,143 ACT Names (Minority Names & Marketing of Info Nights)
July 2010 – Purchased 6,300 ACT Names (Minority Names & Marketing of Info Nights)
July 2011 - Purchased 21,500 ACT Names (MSEP mailing to Illinois students, Minority
Names & Marketing of Info Nights). Sent postcard to approximately 13,600 IL
residents. Scott sends mailings to prospective students of color (+1,500). We also send a
postcard to approximately 6,400 prospective students in the Milwaukee and western
suburbs of Chicago to market our Pointer Info Nights.
4. High School Visits
Wisconsin High Schools Visited
8072
85 88 84
0
20
40
60
80
100
120
140
160
180
200
# of WI Schools Visited
2007
2008
2009
2010
2011
Fall 2007 - Visited 80 Wisconsin high schools
Fall 2008 – Visited 72 Wisconsin high schools
Fall 2009 – Visited 85 Wisconsin high Schools
Fall 2010 – Visited 88 Wisconsin high schools
Fall 2011 – Will visit 84 Wisconsin high schools
Will attend high school info nights during Spring 2012.
See Addendum 1 for list of high schools we will visit in 2011.
FOLLOW UP TO PROSPECTIVE STUDENTS
AFTER WISCONSIN HIGH SCHOOL VISITS
Recruitment Action
When
Anticipated
# of Contacts
JUNIORS
Personalized follow-up letter after visit September – November 300
Spring ViewPoint mailing March 2,500
ViewPoint follow-up phone calls April 300
ViewPoint follow-up emails April 300
SENIORS
Personalized follow-up letter after visit September – November 600
Phone calls to high achievers September – April 1,000
Al Thompson letter to admitted students September – April 3,500
Departmental follow-up with admitted
students
September – April
(bi-weekly)
???
5. Education Fairs
Wisconsin Education Fairs
UWSP attends all Wisconsin Education Fairs (WEFs). Fall 2011 WEFs are as follows:
Wisconsin
Education Fair
Location
Date
Time
W
E
E
K
1
Superior UW-Superior Sept 19 9:00 – 11:00 AM
Ashland Northland College Sept 20 9:00 – 11:00 AM
Minocqua Lakeland High School Sept 21 9:00 – 11:00 AM
Wausau UW-Marathon County Sept 21
Sept 22
6:30 – 8:30 PM
9:00 – 11:00 AM
Wisconsin Rapids Mid-State Technical
College
Sept 22
Sept 23
6:30 – 8:30 PM
9:00 – 11:00 AM
W
E
E
K
2
Marinette UW-Marinette Sept 26 9:00 – 11:00 AM
Fond du Lac Marian University Sept 26
Sept 27
6:30 – 8:30 PM
9:00 – 11:00 AM
Menasha UW Fox Valley Sept 27 6:30 – 8:30 PM
Oshkosh UW-Oshkosh Sept 28 9:00 – 11:00 AM
De Pere St. Norbert College Sept 28
Sept 29
6:30 – 8:30 PM
9:00 – 11:00 AM
Cleveland Lakeshore Tech Sept 30 9:00 – 11:00 AM
W
E
E
K
3
La Crosse Expo Center Oct 3 9:00 AM – 1:00
PM
Eau Claire UW-Eau Claire Oct 3
Oct 4
6:30 – 8:30 PM
9:00 – 11:00 AM
Rice Lake UW Barron County Oct 5 9:00 – 11:00 AM
Platteville UW-Platteville Oct 6 9:00 – 1:00 PM
Richland UW Richland Oct 7
9:00 – 11:00 AM
W
E
E
K
4
Kenosha UW-Parkside Oct 10
6:30 – 8:30 PM
New Berlin New Berlin West HS Oct 10 6:30 – 8:30 PM
Delevan Delevan-Darien HS Oct 11 9:00 – 11:00 AM
Hartland Arrowhead HS Oct 11 6:30 – 8:30 PM
Franklin
Milwaukee
Verona
Franklin HS
Mt Mary College
Verona HS
Oct 12
Oct 13
Oct 13
Oct 14
6:30 – 8:30 PM
9:00 – 11:00 AM
6:30 – 8:30 PM
9:00 – 11:00 AM
National Education Fairs
UWSP will attend three national education fairs sponsored by NACAC:
Minneapolis, Minnesota (October 4 & 5, 2011)
Chicago, Illinois (October 10, 2011)
Milwaukee, Wisconsin (October 9, 2011)
6. High School Counselors
UW System Fall Workshops
UWSP exhibits and presents at all UW System Fall Workshops for high school counselors. Fall
2011 workshops are as follows:
Workshop
Location
Date
Superior UW-Superior September 12, 2011
Minnesota Brooklyn Center September 13, 2011
River Falls, WI UW-River Falls September 14, 2011
Wausau, WI UW-Marathon September 15, 2011
Oshkosh, WI UW-Oshkosh September 16, 2011
La Crosse, WI UW-La Crosse September 19, 2011
Waukesha, WI UW-Waukesha September 20, 2011
Madison, WI Sheraton Hotel September 21, 2011
Illinois Holiday Inn Chicago NW September 22, 2011
Kenosha, WI UW-Parkside September 23, 2011
Wisconsin School Counselors Association (WSCA)
UWSP exhibits and presents at the Wisconsin School Counselors Association (WSCA) annual
conference in Stevens Point in February each year.
7. ViewPoints
ViewPoints are comprehensive visit programs during which prospective students spend a day on
campus as our guests. ViewPoints include a general PowerPoint presentation on admissions,
financial aid, student life and career services; an opportunity to meet with professors/advisors
from two academic programs; lunch (at the student’s expense); an opportunity to ask questions
of a student panel; and campus tours.
Fall 2011 ViewPoints
Saturday, October 1, 2011
Friday, October 21, 2011 – Minnesota high schools are not in session
Thursday, October 27, 2011 – Wisconsin high schools are not in session
Friday, October 28, 2011 – Wisconsin high schools are not in session
Saturday, November 12, 2011
Spring 2012 ViewPoints
Saturday, March 31, 2012 – For transfer students
Monday, April 9, 2012 - Monday after Easter Sunday
Saturday, April 21, 2012
8. Daily Visits
We will continue to offer daily visits twice a day on Monday through Friday when classes are in
session. The daily visit programs will be held as follows:
Morning Session
10:00 AM PowerPoint Presentation
11:00 AM Tour with student guide
12:00 Noon Lunch at DeBot at visitor’s expense
Afternoon Session
1:00 PM PowerPoint Presentation
2:00 PM Tour with student guide
See Addendum 5 for statistics on visitors to campus.
In addition:
Prospective students register for visit either online or by calling.
We encourage visitors to schedule a meeting with an academic department and
provide them with appropriate contact information.
We schedule a visit with an academic department if requested by a visitor.
Free parking is available in Lot R.
All visitors are provided with a general information packet and information sheets
about academic programs in which they are interested.
The summer daily visit schedule is based on experience from previous years.
9. Mailings
We mail information packets to prospective new freshmen who request information about UWSP.
See Addendum 4 for statistics on mailings to prospective students who have requested
information.
10. Advertising
Due to lack of funding, we do not plan to do any paid advertising in outside publications or on
billboards.
11. Faculty Involvement
Faculty interaction with prospective students is important, particularly in recruiting prospective
students with high qualifications. We continue to explore opportunities to create a culture of
shared responsibility and appreciation with faculty and staff. We plan to discuss this with the
deans/chairs again this fall.
Plans for this year
Send a list of admitted students to each academic department every two weeks beginning in
early Fall with a request that they contact the students in some manner (e.g. email, telephone
call, regular mail, etc.).
Provide department contact information to prospective students and encourage them to
schedule appointments with an advisor or faculty member when they visit campus.
Invite and encourage faculty members/advisors to participate in all ViewPoint Days.
Past activities to encourage faculty involvement
Meetings with department heads within each college;
Email to department heads requesting information we can include in our publications and
Web site regarding achievements of faculty, alumni and current students;
Email to department heads encouraging them to include information on their departmental
Web sites that may assist in the recruitment of prospective students;
Recruitment advising with a number of academic departments; and
Presentations to Faculty Senate regarding recruitment, enrollment, and the value of their
efforts in recruiting students to UWSP.
12. Alumni Involvement
The Alumni Office has extended an invitation to UWSP alums to be “volunteers in
admissions.” Laura Gehrman-Rottier sends their names to Bill Jordan if she receives interest
from any alums. Bill will follow up with them and explain opportunities such as calling
admitted students and meeting us at Pointer Info Nights.
We send a list of admitted students twice each semester to Laura Gehrman-Rottier. She will
determine if there are any alums that she can reasonably match to any of the students and
encourage the alums to contact the students.
TRANSFER STUDENTS – SPECIALIZED RECRUITMENT
Transfer recruitment activities incorporate many of the recruitment activities listed in the above section
on New Freshmen, plus the activities listed below.
1. Publications/Marketing Materials
All relevant publications and marketing materials listed in the above section
Transfer Brochure
2. College Visits
We visit the following two-year campuses:
UW-Baraboo Fall and/or Spring semesters
UW-Marathon County Fall and Spring semesters
UW-Marshfield Fall and Spring semesters
UW-Fox Valley Fall or Spring semester
UW-Waukesha Fall or Spring semester
MATC-Madison Transfer Fair
Northcentral Technical College Transfer Fair
We participate in educational fairs at two-year colleges in northern Illinois.
3. Mailings
We will continue to mail information packets to prospective transfer students who request
information about UWSP.
See Addendum 4 for statistics on mailings to prospective students who have requested
information.
4. Faculty Involvement
Academic Departments are encouraged by UW System and UWSP Administration to
develop articulation agreements with WTCS institutions.
With the assistance of academic departments, we will continue to update Transfer Guides for
students wishing to transfer from the UW Colleges.
With the assistance of academic departments, we will continue to try to increase the number
of Transfer Guides for students wishing to transfer from the UW Colleges. We will continue
to contact academic departments as we assist transfer students wishing to visit campus.
5. Transfer Advisors Visit Day
Budget permitting, we invite advisers from the UW Colleges to visit our campus for a Transfer
Advisors Visit Day. We involve faculty/advisors from a number of popular transfer programs
and staff from student services areas, and provide lunch and a tour.
6. Transfer Student Preview Day
We offered our first Transfer Student Preview Day during Spring 2009 (a week that we were in
session, but that Nicolet College and the UW Colleges were on spring break). Our next
ViewPoint for transfers will be on March 31, 2012.
ADULT/NONTRADITIONAL STUDENTS – SPECIALIZED RECRUITMENT
The Office of Admissions has not implemented a recruitment program for adult/nontraditional
students. This effort was previously headed by the Nontraditional Student Services Office. A
recruitment plan specifically geared toward adult/nontraditional students has not been implemented
since the Nontraditional Student Services Office was eliminated on campus. The Office of
Admissions has not pursued recruitment in the area due to an absence of course programming that
meets the needs of nontraditional students and a lack of funding. UWSP Admissions has two staff
members that normally meet with prospective nontraditional students.
NONRESIDENTS – SPECIALIZED RECRUITMENT
1. Illinois High Schools Visited
50
3127
2933
0
5
10
15
20
25
30
35
40
45
50
# of IL High Schools Visited
2007
2008
2009
2010
2011
Fall 2007 – Visited 50 Illinois high schools
Fall 2008 – Visited 31 Illinois high Schools
Fall 2009 – Visited 27 Illinois high Schools
Fall 2010 – Visited 29 Illinois high schools
Fall 2011 – Visiting 33 Illinois high schools
See Addendum 3 for list of Illinois high schools we visit.
FOLLOW UP TO PROSPECTIVE STUDENTS
AFTER ILLINOIS HIGH SCHOOL VISITS
Recruitment Action
When
Anticipated
# of Contacts
JUNIORS
Personalized follow-up letter after visit September – November 125
Phone calls to each student after visit September – November 125
Spring ViewPoint mailing March 125
ViewPoint follow-up phone calls April 40
ViewPoint follow-up emails April 40
SENIORS
Personalized follow-up letter after visit September – November 380
Phone calls to each student after visit September – April 380
Departmental follow-up with admitted
students
September – April
(bi-weekly)
150
Welcome letter series to admitted students Dec/Jan/Feb/March 160 x 4
2. Illinois Education Fairs
20
1618
19
25
0
5
10
15
20
25
# of IL Education Fairs Atended
2007
2008
2009
2010
2011
Fall-Spring 2007 – Attended 20 education fairs in Illinois
Fall-Spring 2008 – Attended 16 education fairs in Illinois
Fall-Spring 2009 – Attended 18 education fairs in Illinois
Fall-Spring 2010 – Attended 19 education fairs in Illinois
Fall-Spring 2011 – Attending 25 education fairs in Illinois
See Addendum 3 for list of Illinois Education Fairs we attend.
FOLLOW UP TO PROSPECTIVE STUDENTS
AFTER ILLINOIS EDUCATION FAIRS
Recruitment Action
When
Anticipated
# of Contacts
JUNIORS
Personalized follow-up letter after fair Sept – Oct, April 130
Referral to UWSP faculty/advisor Sept – Oct, April 130
Email from Admissions every other month Sept - April 130 x 3
ViewPoint Spring Mailing March 130
SENIORS
Personalized follow-up letter after fair Sept – Oct, April 270
Referral to UWSP faculty/advisor Sept – Oct, April 270
Departmental follow-up with admitted
students
Sept – April
(bi-weekly)
180
Phone calls to admitted students Sept – April 180
Welcome letter from Al Thompson 2-3 Weeks after
admission
160 x 1
3. Midwest Student Exchange Program (MSEP)
During late summer/early fall of 2006, we sent a postcard to 9,000 students in states that
participate in MSEP (Kansas, Michigan, Missouri, Nebraska and North Dakota). The names and
addresses of the students were purchased through ACT.
Illinois residents will be eligible for the MSEP tuition discount effective Fall 2012. In September
2011, we sent a targeted mailing (postcard) to 13,600 Illinois high school seniors (purchased
through ACT) to qualifying students in Illinois. We have also received funding to do some extra
college fairs this year (indicated on the previous graph).
In addition, we attended the following college fairs in northern Michigan:
Menominee HS Sept 19, 9:00 – 11:00 AM
Escanaba (Bay College) Sept. 19, 6:00 – 8:00 PM
Gogebic College Day Sept. 20, 12:00-2:00 PM
Houghton (Mich. Tech) Sept. 21, 9:00-11:00 AM
Northern MI University (Marquette) Sept. 21, 6:00 – 7:30 PM
MULTICULTURAL RECRUITMENT
MULTICULTURAL ADMISSIONS RECRUITMENT
Prepared by Scott West
Introduction
Admissions professionals in general and UWSP in particular, use a variety of marketing and advertising
methods and tools to promote the university and recruit qualified students. The success of admissions
recruiting efforts depends on the effectiveness of those methods and tools. Many admissions counselors
rely only on established relationships they have built with the student audience or the reputation of the
institution with that particular demographic. This kind of relationship-based admissions recruiting
approach often doesn’t work with most diverse prospective students because these audiences usually
don’t have a lot of knowledge about higher education. Also, for a variety of reasons, these students
seldom have the financial, societal, or educational support needed to successfully explore educational
options beyond high school. UWSP has been especially effective in using established tools and methods
by recreating them to fit the technology of the day and implementing techniques of communication to
successfully meet and surpass recruiting and enrollment targets.
When the UWSP Office of Admissions added diversity recruitment to its portfolio of responsibilities,
we reviewed the existing program and decided that if we were going to increase our diversity student
population, we would first have to create a new marketing paradigm. This paradigm would recognize the
influence of cultural programming and acknowledge that different student groups have life experiences
in a variety of cultural and social settings. Because of these unique cultural settings, the tastes, values,
expectations, beliefs, ways of interaction and communication, ways of entertainments and lifestyle
preferences of these groups tend to be different from others and require the creation of customized
marketing strategies. We determined that our marketing efforts would need to be delivered in a very
personal way focusing on the individual student in an effort to build trust and allegiance with that group.
The Diversity Recruitment Architecture
Successful diversity recruitment marketing at UWSP meant adjusting our marketing strategies to reflect
the values, beliefs, attitudes and practices of our target diversity groups as well as our message delivery
methods. Without these things in place, diversity marketing would have simply manifested itself as
insincere rhetoric and translate into an insincere, inconsistent and ineffective message to a savvy
prospective minority student population.
After consultation with our students of color, high school guidance counselors, community leaders in
regions of Wisconsin that are highly diverse, and community leaders within each ethnic group, we
created a marketing blue print we call our Diversity Recruitment Architecture (see attached Diversity
Recruitment Architecture diagram). This blueprint consists of a five step process that is delivered
through the academic year of a prospective student’s senior year.
Step One—Prospect Identification
This step involves collecting data and information about our prospective students to identify them for
message dissemination. We identify target prospective students through the following means:
ACT list. We purchase the names of college bound diversity students from Wisconsin who have
taken the ACT during their junior year in high school. Students must have a minimum ACT of
20 and a reported GPA Cum of at least 3.0. They must also have reported an interest major that
UWSP teaches.
Inquires of students interested in UWSP. Diversity students who have contacted UWSP for
information about their major or admission requirements.
Diversity student on-campus visits. Prospective diversity students who have visited UWSP on
their own or through high school group visits, pre-college camps, and special community or
special interest groups.
High school visitation experiences. Students who have visited with a UWSP Admissions
Counselor during a high school visitation.
College fair experiences. Diversity students who have visited with a UWSP Admissions
Counselor during a regional or diversity college fair.
Step Two—Connecting with Prospective Students (identified in Step One)
After collecting information about our targeted prospective students, we identify marketing strategies
that match the shared norms, values, beliefs and practices of the diversity groups that have been targeted.
We created six operational functions that give us a direct connection with our target prospective students:
Multicultural Leadership Summer Camp—We invite prospective diversity high school senior
students to attend a summer camp at UWSP where we introduce them to our campus.
Participating students gain first-hand knowledge about their major areas of interest, financial aid,
scholarships, athletics, housing, campus activities, student involvement, and multicultural student
life. Students spend two days on campus learning about UWSP and two days off campus at our
Central Wisconsin Environmental Station participating in adventure team building activities. The
most important experience these students have is getting to know and build friendships with our
current diversity students who are serving as chaperones and hosts. Our visiting students leave
with a positive feeling about UWSP—they feel Stevens Point is a place where they will feel safe
and accepted as well as a place where they can achieve success in their major field.
Multicultural Leadership Fall Camp—This is a similar program to our summer camp but held
in the fall over fewer days. The camp focuses on a new group of high school seniors.
Direct Mail Campaign Phase One—This direct mail program consists of four mailings over the
course of eight weeks in two week intervals.
Introduction Card—A card is sent to introduce students to UWSP which lets them
know we’re interested in them and gives them a preview to our future communication
with them.
Introduction Letter—This letter gives more information about UWSP citing our
unique qualities, special recognitions, and educational opportunities. This letter is
especially written for a diverse community of students.
Parent Letter—This letter to parents of prospective students is mailed two weeks after
the Introduction Letter. It tells parents that we are communicating with their
son/daughter and shares the same information. It encourages parents to get involved
in the college selection process and tells them that we want to partner with them in
that effort.
Scholarship Letter—This letter is sent two weeks after the parent letter and introduces
them to the Noel Compass Scholarship. We share information about this full-ride
scholarship and the eligibility requirements (students must be admitted to UWSP to
be eligible for consideration). We give them information about the selection process
and commit our assistance.
Presentation/High School Visitations—UWSP presents the Pointer message at a number of
visitation programs and venues that give us the opportunity to connect personally with
prospective diversity students and their families. We do this in the following ways:
Targeted High School Visits—We conduct visits in high schools located in our most
ethnically diverse geographic areas: Milwaukee, southeastern Wisconsin, Madison, and
Wausau.
College Fair Visits—We attend college fairs in ethnically diverse geographic areas,
multicultural college fairs, and the Milwaukee and Minneapolis national college fairs.
Home Visits—We visit with prospective students and their families in their homes during
the evenings or on weekends
Special Events—We visit with identified prospective students at special events: sporting
events, Gospel Choir concerts, performing arts programs, and cultural and church
festivals.
Alliances—We’ve created special recruiting relationships with a select number of high schools
and diversity community organizations. These relationships afford us greater access and more
meaningful connections to minority students. These relationships allow the Office of
Admissions opportunities to coordinate visiting teaching opportunities in those schools (i.e.
UWSP Art, Theater, Dance and Music faculty teach classes at the Milwaukee High School of the
Arts and Paper Science and Military Science faculty teach at Lane Technical High School in
Chicago). Our admissions staff will spend days, not hours, in these schools making class
presentations, getting to know students, and holding office hours to assist students in the
admissions process.
Step Three—Intermittent Reinforcement One
After we initially connect with students we follow-up with a series of letters in the fall semester to
provide intermittent reinforcement of our initial connections:
Noel Letter—This letter is sent to prospective diversity students from the Noel Group through
the Office of Admissions. This letter focuses on the eligibility requirements of this full-ride
diversity scholarship. It serves as a promotional piece for the largest diversity scholarship in the
state of Wisconsin (sponsored by the Noel Group) and invites students to apply for admission to
UWSP and for the Noel Scholarship.
Major Letters—These are letters sent by each major to prospective diversity students who are
interested in their major. The Office of Admissions coordinates this mailing campaign by
providing to major departments a time frame for distribution of the letters and the names of
interested students.
Letters from Student Organizations—These letters are sent by each multicultural organization
(BSU, SALSA, and HAASEAC) to prospective diversity students. This letter is ethnically
focused and sent by the organization serving that demographic group.
Step Four--Intermittent Reinforcement Two
Step Four is phase two of our intermittent reinforcement effort and is implemented during the first half
of the second semester. It is designed to continue to build trust and allegiance to UWSP with our
targeted prospective students. It consists of more direct mail and a final on-campus visit experience:
Direct Mail —This campaign is coordinated by the Office of Admissions and consists of letters
from departments and organizations that will work directly with our diversity students when they
arrive as UWSP students. With the exception of one letter, these letters are sent to students already
admitted who have made or have not made an enrollment deposit. The focus of this direct mail
campaign is to retain students who have already been admitted and made their deposit and to move
students who are admitted but have not made a deposit to take that final step and secure their
admission by making an enrollment deposit:
Major Letters—These are letters sent by each major to admitted prospective diversity
students who are interested in their major. The Office of Admissions coordinates this
mailing campaign by providing to major departments a time frame for distribution of the
letters and the lists of interested students.
Student Organization Letters—These letters are sent by each multicultural organization (BSU,
SALSA, and HAASEAC) to prospective admitted diversity students. This letter is ethnically
focused and sent by the organization serving that demographic group.
“It’s Not Too Late” Admitted Letter—This letter is sent to admitted students who have not
paid their enrollment deposit letting them know that it’s not too late to secure their admission
at UWSP.
“It’s Not Too Late” Letter—This letter is sent to students who have not made their
application to UWSP letting them know that it’s not too late to apply to our campus, make
their deposit, and secure their admission at UWSP.
“Help Us Complete Your Admission” Letter—These letters are sent to students who have an
incomplete application file detailing what is missing and offering assistance in the collection
of necessary paperwork.
Multicultural Affairs Letter—The Office of Multicultural Affairs sends this letter to admitted
prospective students outlining multicultural opportunities at UWSP.
Chancellor Letter—The Chancellors Office mails this letter welcoming admitted prospective
students to UWSP.
Admitted But Not Deposited Conference--We invite admitted prospective diversity students who
have not made their enrollment deposit to attend a spring conference at UWSP where we introduce
them to our campus. Participating students gain first hand knowledge about their major areas of
interest, financial aid, scholarships, athletics, housing, campus activities, student involvement, and
multicultural student life. Students spend two days on campus learning about UWSP and two days
off campus at our Central Wisconsin Environmental Station participating in adventure team-building
experiences. The most important experience these students have is getting to know and build
friendships with our current diversity students who are serving as chaperones and hosts. Our visiting
students leave with a positive feeling about UWSP. They understand that Stevens Point is a place
where they will feel safe and accepted as well as a place where they can achieve success in their
major field. The focus of the program is to encourage these admitted students to make their
enrollment deposit and secure their admission to UWSP.
Step Five—Intermittent Reinforcement Three
This is the final stage of the recruiting program and is conducted in the second half of the second
semester. It involves a final direct mail effort as well as selected award night and graduation
presentations:
Direct Mail—This campaign is coordinated by the Office of Admissions and consists of letters from
departments that will work directly with our diversity students. These letters are sent to students
already admitted who have made or have not made an enrollment deposit. The focus of this direct
mail campaign is to retain students who have already been admitted and made their deposit and to
move students who are admitted but have not made a deposit to take that final step and secure their
admission by making an enrollment deposit:
SIEO Letter— Letter sent by the SIEO to admitted prospective students outlining
organizational involvement and employment opportunities at UWSP.
Student Affairs Letter—Letter sent by the Vice Chancellors Office welcoming admitted
prospective students to UWSP.
Graduation Card—Congratulations card sent to all admitted diversity students by the Office
of Admissions.
Graduation and Award Night Presentations—A representative of the Office of Admissions
presents scholarships and other honors to selected admitted/deposited students at graduation and
other high school award night presentations.
ADDENDUM 1
WISCONSIN HIGH SCHOOL VISITS
2011
De Pere
West De Pere
Ashwaubenon
Pulaski
Bay Port
Green Bay East
Green Bay Notre Dame
Green Bay Southwest
Preble
Hortonville
Seymour
Shawano
Oconto Falls
Appleton East
Appleton North
Appleton West
Kaukauna
Madison Memorial
Madison East
Madison West
Madison LaFollette
Baraboo
Monona Grove
Stoughton
Oregon
Sun Prairie
Sauk Prairie
Waunakee
De Forest
Verona
Middleton
SPASH
Pacelli
Clintonville
Marshfield
Waupaca
Amherst
New London
Kenosha Tremper
Kenosha Bradford
Muskego
Messmer (Milwaukee)
Hamilton (Milwaukee)
Hamilton (Sussex)
Brookfield Central
Brookfield East
Bradley Tech. (Milwaukee)
Wauwatosa East
Wauwatosa West
Menominee Falls
Waukesha North
West Allis Hale
Homestead (Mequon)
Janesville Parker
Beloit Memorial
Wausau West
Wausau East
Freedom
Neenah
Kimberly
Menasha
Little Chute
Oshkosh West
Oshkosh North
Mosinee
Antigo
Merrill
D. C. Everest
Luxemburg-Casco
Cedarburg
Plymouth
Fond du Lac
Brillion
Howards Grove
Beaver Dam
Hartland Arrowhead
Kettle Moraine
Lincoln (WI Rapids)
Nekoosa
Oconomowoc
Hartford Union
Rhinelander
Northland Pines (Eagle
River)
Lakeland Union (Minocqua)
ADDENDUM 2
ILLINOIS HIGH SCHOOL VISITS
2011
Downers Grove North
Downers Grove South
Glenbard South (Glen Ellyn)
Wheaton Warrenville South (Wheaton)
Conant (Hoffman Estates)
Schaumburg
Palatine
Barrington
Cary-Grove (Cary)
Crystal Lake Central (Crystal Lake)
Crystal Lake South (Crystal Lake)
Glenbard East (Lombard)
Glenbard West (Glen Ellyn)
Glenbrook South (Glenview)
Grayslake Central (Grayslake)
Grayslake North (Grayslake)
Hinsdale Central (Hinsdale)
Hinsdale South (Darien)
Hoffman Estates
Hononegah (Rockton)
Lyons Township (La Grange)
Maine East (Park Ridge)
Maine South (Park Ridge)
Maine West (Des Plaines)
Neuqua Valley (Naperville)
Niles North (Skokie)
Niles West (Skokie)
Oak Park River Forest (Oak Park)
Prairie Ridge (Crystal Lake)
Prospect (Prospect)
St. Charles East (St. Charles)
Warren Township (Gurnee)
Wheaton North (Wheaton)
ADDENDUM 3
ILLINOIS EDUCATION FAIRS
2011-12
Illinois Education Fair
Location
Date
Time
Maine South Park Ridge Sept 14 7:00 – 9:00 PM
Maria High School Chicago Sept 15 6:00 – 8:30 PM
Waubonsee CC Sugar Grove Oct 3 7:00 – 9:00 PM
Elgin CC Elgin Oct 4 6:00 – 8:30 PM
Rock Valley College Rockford Oct 5 6:00 – 8:30 PM
McHenry CC Crystal Lake Oct 6 6:00 – 8:00 PM
Chicago National Fair McCormick Place Oct 10 11 AM – 3 PM
Moraine Valley CC Palos Hills Oct 12 6:00 – 8:00 PM
Homewood-Flossmoor College Fair Oct 17 6:30 – 8:30 PM
Conant HS Hoffmann Estates Oct 19 6:00 – 8:00 PM
College of Lake County Grayslake Oct 20 6:00 – 8:00 PM
College of Du Page Glen Ellyn Oct 18 7:00 – 9:00 PM
Prairie State Oct 25 6:00 – 9:00 PM
Taft HS Chicago Oct 26 6:30 – 9:00 PM
Sauk Valley College Dixon Nov 1 6:00 – 8:30 PM
Kishwaukee College Malta Nov 2 6:00 – 8:00 PM
Roosevelt HS Chicago Nov 3 6:00 – 8:00 PM
Barrington HS Barrington April 5 6:30 – 8:30 PM
District 214 Palatine April 6 6:00 – 8:30 PM
Lyons Township La Grange April 7 6:30 – 8:30 PM
The Glenbrooks Northbrook April 8 6:30 – 8:45 PM
North Central College Naperville April 12 6:30 - 8:30 PM
Fox Valley St. Charles April 13 7:00 – 9:00 PM
Niles West Skokie April 14 7:00 – 9:00 PM
Hinsdale South Darien April 15 7:00 – 9:00 PM
ADDENDUM 4
PROSPECTIVE STUDENT MAILINGS (Information Packets Requested by Students)
Month
2007-08 2008-09 2009-10
New Freshmen
Transfers New Freshmen
Transfers New Freshmen
Transfers
September 146 15 248 52 334 76
October 144 10 346 70 282 65
November 97 79 293 87 275 70
December 46 12 207 48 188 40
Semester Total
433 116 1094 257 1079 251
January 43 12 266 70 215 51
February 54 20 238 51 207 40
March 57 16 230 49 198 54
April 53 14 181 38 235 43
May 65 9 176 45 120 30
Semester Total
272 71 1091 253 975 218
June 92 17 200 25 144 34
July 134 22 240 39 244 41
August 166 25 188 46 237 50
Summer Total
392 64 628 110 625 125
TOTAL 1097 251 2813 620 2679 594
