Developing a Student Developing a Student Marketing Plan Marketing Plan KSU Admissions KSU Admissions Kennesaw State University Kennesaw State University Admissions Admissions Developing A Student Marketing Plan Kennesaw State University • 2003 GACRAO 50 TH ANNIVERSARY
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Developing a Student Marketing Plan KSU Admissions Kennesaw State University Admissions Developing A Student Marketing Plan Kennesaw State University 2003.
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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
Developing a Student Marketing Developing a Student Marketing PlanPlan
► 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
Developing a Student Marketing Developing a Student Marketing PlanPlan
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
*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
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
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
Developing a Student Marketing Developing a Student Marketing PlanPlan
Collegiate Marketing Tools
FieldRepresentation
E-Mail
Web Marketing"Transactional Service"
TeleCounselingCampus Visitation
Direct Mail
Advertising Media
Collegiate Marketing Tools
FieldRepresentation
Slice 8
Web Marketing"Transactional
Service"
TeleCounseling
Campus Visitation
Direct Mail
Advertising Media
Processing
Developing a Student Marketing Developing a Student Marketing PlanPlan
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.
Developing a Student Marketing Developing a Student Marketing PlanPlan
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.
Developing a Student Marketing Developing a Student Marketing PlanPlan
KSU AdmissionsKSU Admissions
►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
Developing a Student Marketing Developing a Student Marketing PlanPlan
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
Developing a Student Marketing Developing a Student Marketing PlanPlan
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
Developing a Student Marketing Developing a Student Marketing PlanPlan
KSU AdmissionsKSU Admissions
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
Developing a Student Marketing Developing a Student Marketing PlanPlan
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
Developing a Student Marketing Developing a Student Marketing PlanPlan
Developing a Student Marketing Developing a Student Marketing PlanPlan
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/
Developing a Student Marketing Developing a Student Marketing PlanPlan
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/
Developing a Student Marketing Developing a Student Marketing PlanPlan
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/
Developing a Student Marketing Developing a Student Marketing PlanPlan
KSU AdmissionsKSU Admissions
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/
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KSU AdmissionsKSU Admissions
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)
http://quickfacts.census.gov/qfd/
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KSU AdmissionsKSU Admissions
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
http://quickfacts.census.gov/qfd/
Developing a Student Marketing Developing a Student Marketing PlanPlan
KSU AdmissionsKSU AdmissionsMarket Service AreaMarket Service Area
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.
Developing a Student Marketing Developing a Student Marketing PlanPlan
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.
Developing a Student Marketing Developing a Student Marketing PlanPlan