Goal 1: Recruit qualified and diverse first-year students to meet the enrollment goals of the University.

Goal 1 is the broadest goal which encompasses the base recruitment plan for recruiting first time in college (FTIC) students. The action steps listed below build off of the recruiting plan the Office of Admissions uses to recruit qualified students by communication with the students and their gatekeepers through off-campus recruiting events, campus-based programs, telecommunications, electronic communications, marketing publications, and direct mail. Overall enrollment goals by headcount are stated in Appendix A.

There are two primary recruitment stages at the core of any recruitment plan for (FTIC) students. These are developing the applicant pool and converting the applicant pool.

Developing the Applicant Pool

Actions/Timing

● Action: Strategic purchase of PSAT names each spring for high school juniors and sophomores. PSAT names provide the foundation for several recruiting activities:
▪ Personalized invitations to prospects for programs in their area or at their school.
▪ E-Recruitment Programs
▪ Telecommunications
▪ Direct mail campaign
Timing: Purchase made each spring with modifications based on enrollment trends and “return on investment” (ROI).
Assessment: Percentage of names that are first-contact through the PSAT purchase that apply to the university. This evaluation will be by both general population and by specific demographic information.

● Action: Increase number of high school private visits by 5% each fall and 5% each spring.
Timing: Begin Fall 2009 continuing until Fall 2012
Assessment:
On Action: Meet percentage increases using fall and spring 2008 private visit numbers.
On Enrollment Targets: Increase in applications and admitted students first-touch being from private visits.

● Action: Initiate “instant decision” days for local schools and primary feeder schools.
Timing: Implement Fall 2009
Assessment: Increase in enrolled students from specific school.

● Action: Increase attendance at college fairs by 10% focusing increase on minority fairs.
Timing: Beginning Fall 2009 continuing until Fall 2012
Assessment:
On Action: Meet percentage increases using fall and spring 2008 college fair numbers.
On Enrollment Targets: Increase in applications and admitted students first-touch being from college fairs.

● Action: Continue and expand activities targeting high school guidance counselors. Activities include:
- Fall counselor breakfast meetings.
- Counselor workshops on campus.
- Inviting counselors to Open Houses.
- Formation of counselor advisory board.
Timing: In Progress; advisory board by fall of 2009.
Assessment:
On Action: Percentage increase in number of counselors attending events.
On Enrollment Targets: Increase in applications and admitted students from schools represented by counselors.

● Action: Re-engineer campus tours and Open House programs to highlight academic strength of the University.
Timing: Open Houses = Major fair added fall 2008, possible consolidation to Shelby Center spring 2009.
Campus Tours = planning change from tour to “experience” spring 2009, implementation fall 2009. Experience expands tour and information session to include public welcome and personalized parking, sitting in on class, and optional meeting with current student or faculty member.
Assessment: Evaluations from attendees. Yield rate of participants of on-campus events.

● Action: Implement Emas Pro recruitment suite CRM. Provides functionality in:
Communication Plan Management
Relationship Building
Telecounseling
Personalize Email Campaigns
Personalized Web Portal
Support Systems for Recruiters
Note: See Appendix B for description of functions.
Timing: Spring 2009
Assessment:
Of Product: Increases in applications, admit, and yield rate.
As Tool for Assessment: Provides tracking of all key performance indicators.

● Action: Expand online Chat program to include groups beyond just recruiters such as faculty and student leaders.
Timing: Spring 2009
Assessment: Measure change in number of Chat participants.

● Action: Increase dual enrollment relationships with local high schools by marketing and promoting dual enrollment through guidance counselor contacts.
Timing: Spring, Summer, Fall 2009
Assessment: Percentage increase in dual enrollment students; percent of dual enrollment students that enroll after high school.

● Action: Review, evaluate and update prospective student communication
sequence with focus on targeted under-represented groups (Hispanic, Females, African-American).
Timing: Beginning of every academic term.
Assessment: Admitted to enrolled yield rate.

● Action: Attract an increasing number of degree seeking international students through:
Immediate follow-up with electronic communication once student indicates an interest.
Update international web site relating ease of transition and support services in place.
Evaluation of ROI on contracting for recruiting service for international education fairs:
Southeast Asia
Middle East (Dubai, Abu Dhabi, Kuwait City, etc)
Latin America
Eastern Europe
Two-year institutions as feeder schools
Development of 1 + 3 program with UNA
Develop strong international Alumni group
Timing: Bullets 1, 2, 4, & 5 are in progress. Bullet 6 evaluation by fall of 2009, possible contract date of spring 2010.
Assessment: Increase in international applications, admits, and enrolled degree seeking international students.

Converting the Applicant Pool

Actions/Timing

● Action: Update acceptance packet to include professional pocket folder with certificate of admission and updated letters.
Timing: In Progress, completion expected April 1, 2009.
Assessment: Continue to compare to what other institutions are sending. Evaluate yield rate.

● Action: Expand telecounseling (contacting admitted students through phone calls) to include campus groups beyond recruiters and student recruitment team such as faculty, student affairs staff, and student government.
Timing: Began Fall 2008
Assessment: Number of students reached; admitted to enrolled yield rate.

● Action: Review, evaluate and update admitted student communication sequence.
Timing: Beginning of every academic term.
Assessment: Admitted to enrolled yield rate.

● Action: Incorporate hand-written communications into admitted student communication flow. This includes congratulatory card, birthday and holiday cards to admitted students from the recruiter for their territory inviting students to campus.
Timing: Immediate
Assessment: Admitted to enrolled yield rate, survey of admitted students on effective communication.

● Action: Increase communication sequence focused on scholarships through Emas campaign, telecounseling, and direct mail of “Paying for College” brochure.
Timing: Immediate
Assessment: Percentage increase in scholarship applications; yield analysis by scholarship category.

● Action: Development and implementation of parent acceptance packet and web channel. Admitted parent packet will include letter from President, Parent Checklist, and UAHuntsville sticker. Parent web features will be Parent Micro-site and parents blog.
Timing: In progress, completion expected March 2009.
Assessment: Parent evaluations; yield rate analysis.