MAO Student Recruitment Team

1. MAO Student Recruitment Team Marketing-Admissions-Outreach

2. Marketing Outreach Admissions Focus Focus Focus      Build  Promote  Develop  Cultivate  Provide  Convert Visibility Programs Prospects Prospects Services to Student Recruitment Process & Roles

3. Why was MAO initially formed?  Lack of coordinated, integrated communication with prospects Untapped potential (10,000+ potential students indicated interest in North the previous year)

4. MAO Strategies • Data-driven decisions • Regular contact with prospects • Consistent image and messages • Coordinated communications and activities (no duplicated efforts)

5. Prospect Types • Targets • Inquirers • Applicants • Enrollments • Dropped Enrollments

6. MAO Objective • Move prospects to next step (convert) • Targets  Inquirers • Inquirers  Applicants • Applicants  Enrollments • Enrollments  Re-enrollments

7. New Tactics 2007-08 Build upon one of the fastest applicant response times in the state • Improved marketing effectiveness of schedule and mail to select zip codes and previous 12 months of inquirers/applicants • Targeted advertising based on demographic data • Mail quarterly e-newsletter to previous 12 months of inquirers

8. 2007-08 MAO Team Goals • Increase number of inquiries by 10%  Achieved 10% • Increase number of applicants by 1%  Achieved 9.4% • Maintain overall conversion rates of inquiries-to-applicants and applicants-to-enrollments  Increased inquiries-to-applicants rate by 2%  Maintained applicant-to-enrollment rate of 45%

9. New Tactics 2008-09 Worked with Accounting department to develop “model” for capturing and managing leads that come in at the department level • Developed student ambassadors to host prospects on campus • Increased personal contact with more prospects • Made contact with high school PTAs and submitted articles or ads for parent/school bulletins and announcements • Developed and implemented prospect luncheon that coincided with Spring Fest

10. Tactic Highlight:Prospect Luncheon • Sent e-mail and postcard invitations to selected inquirers and applicants • RSVPs requested – reminder e-mail sent • 75% of attendees enrolled • What they told us: We wanted to be invited to campus

11. 2008-09 MAO Team Goals • Increase number of inquiries by 10% over 2007-08 • Increase number of applicants by 10% over 2007-08 • Increase conversion rates of inquiries-to-applicants and applicants-to-enrollments by 3% over 2007-08

12. Inquiry Statistics Total Inquiries 2005-06 754 2006-07 703 2007-08 774 2008-091,228

13. Inquirer-to-Applicant Conversion Rates 46% 54%

14. Applicant Statistics

15. Applicant-to-Enrollment Conversion Rates

16. Outreach Activities & Results • 2300+ outreach contacts • 40 outreach events • 41 tours for 254 prospective students • E-mail campaign to 1756 “applied but not enrolled” students • 87% of outreach inquirerswere converted from inquirer to applied status • Two enrollment campaigns and fairs

17. Bottom Line: Additional Students at North

18. New Tactics for 2009-10 • Systemize communications with and tracking of prospects • Develop cutting-edge, highly competitive admissions/registration Web pages and other electronic communications • Develop marketing communications with specific appeal to high school prospects • Invite more prospects campus events • Work with Ed Fund to ensure scholarship strategies are aligned with enrollment strategies