Summary

One key to a recruiting strategic plan is that it has to be flexible. This particular plan is created with the intent that each goal be evaluated based on ROI for each action. It is relatively short-term in nature as the enrollment targets are aggressive targets not lending themselves to the traditional five year strategic plan.

The plan is based on the resource allocation method of 70%, 15%, and 15%. Indicating that 70% of the resources and energy expended on recruiting is focused on practices that have been proven to work when executed correctly. Fifteen percent will be focused on activities that are not fundamentally recruiting activities but provide avenues for increased prospective student awareness such as the high school programs sponsored on campus and service to the community and state such as Financial Aid Night and presentations in K-12 schools. The other fifteen percent will be focused on piloting emerging digital media and web enhancements.

The action items in the plan will be integrated into the other documents that serve as recruiting guideposts. These include the segmented communication sequence maps and the assigned territories of the recruiting staff and the management activities of those territories.

Appendix A

Targets for Projected Enrollment of 10,000

Table 1. Headcount Enrollment by Type, Fall 2009 through fall 2012

Appendix B

Functionality of Emas Pro Client Relationship Management Software

Communication Plan Management:
Allows for different markets to be segmented (out of state, transfers, high achieving, women, Hispanic, African-American, etc.) and communicated with addressing target demographic. It also moves the student through the enrollment funnel based on their stage in the process. For example, when a student is admitted, it automatically places them to the admitted communication plan. It is automated with MS Office so communications can be implemented by end users without reliance on IT personnel.

Relationship Building:
*Allows for comments of telecounseling sessions and emails to be kept on each student file
*Allows for high school counselor file to be created and "attached" to student file
*Allows for parent names to be kept and notes regarding phone calls and emails with them
*Allows for notes of any type to be stored such as name pronunciation or nick name

Telecounseling:
Allows for pre-written scripts to be inputted so that the university representative calling has a script that includes “prompt” questions them with prompt questions. For example, “I see you haven't visited campus yet, our Open House is coming up on February 21st. Would you be interested in attending?” The caller then has a yes or no button to direct the next part of the script depending on the answer.

Personalized Email Campaigns:
Filtered by interest, location, major, ACT score, etc. in html allowing for rich graphics. Provides for monitoring click-throughs and action upon opening.

Personalized Web Portal:
Creates VIP page for perspective student. Once students create their account, they see information that is only pertinent to them based on how they answered the questions in their profile (i.e., Business, Athletics, Minority Affairs). If they change their major interest, it will change in their web page as well. They can log in to check the status of their application, see announcements, and hopefully, feel more connected to the university.

Ease of Use and Increased Productivity for Recruiters:
Allows end user to monitor key performance indicators, create personalized communications from the field, and a mapping function allowing end user to see schools or community colleges near visit location.

Data Management and Reporting:
Allows internal creation of reports without having to go through IT. It also comes with 100 pre-built Crystal reports to analyze data year to year.