Recruitment Summit Fall 2012

1. Welcome to the Recruitment Summit 2012

2. Recruitment Summit State of Enrollment at WSU

3. Freshman Enrollment, 1998-2012

4. Diversity Freshman Enrollment, 1998-2012

5. Diversity Freshman Enrollment, 1998-2012

6. Residency Characteristics, Fall 2012 Freshman Enrollment

7. Retention and Graduation Rates

8. Enrollment Challenges Washington State University Sample Aid Packages LOW INCOME HIGH NEED (LIHN) •Student received maximum Pell, SNG, and Institutional up to equity •In general, represents family of 4, $40,000 State Median Family Income (50% MFI) 2010-2011 2011-2012 2012-2013 Tuition & Fees 9488 10798 12,300 Total COA 23630 24938 27302 Maximum Grant 13367 14930 12,500 Loans(Stafford/Perkins/PLUS) 10263 10008 14802 % of Grants/Tuition & Fees 140% 138% 101% % of Grants/COA 56% 59% 46%

9. Enrollment Challenges Washington State University Sample Aid Packages LOW-UPPER MIDDLE INCOME (LUMI) •Student received some or no Pell, SNG, was within equity, and Cougar Committed •In general, represents family of 4, $42,500-$57,750 State Median Family Income (51-70% MFI) 2010-2011 2011-2012 2012-2013 Tuition & Fees 9488 10798 12300 Total COA 23630 24938 27302 Maximum Grant 9488 10798 12300 Loan 14142 14140 15002 % of Grants/Tuition & Fees 100% 100% 100% % of Grants/COA 40% 43% 45%

10. Enrollment Challenges—Tuition % Covered by UAA/CAA 46.6% $8592

11. Enrollment Challenges • Increasing costs, declining financial aid, increasing financial need • Decline in WA high school students (2010-2014) (WICHE) • Decline in WA students who enroll full-time in four-year schools right after graduation (National Center for Education Statistics/Seattle Times) • High mobility (out-of-state college) of WA students (CollegeBoard) • National average distance to college: 51 miles (ACT) • 52% of top choice college is less than 1 hour from home (TeensTalk) • Perception of WSU: academic quality; location of Pullman; party reputation (Art and Science Group)

12. Enrollment Opportunities • Non-resident and international • States with increasing high school graduates (AZ, UT, NV, ID) • States with increasing competition for college admission (CA) • Increase market share of WA high school graduates • Increase diversity • Increase transfer students • Increase visits to campus • Utilize new technologies to provide further “reach” • Expand and personalize communications

13. Enrollment Challenges/Opportunities WICHE, 2008: http://www.wiche.edu/info/knocking/1992-2022/Washington.pdf

16. Recruitment Summit Data that drives our strategic decisions

17. Analyzing Data • Yield data—Initial/All sources: 1. SAT or ACT 2. My College Options 3. Cappex 4. Inquiry form 5. Zinch 6. College fairs 7. Campus visits 8. Admissions application • Campus visit survey results • Campus visit yield • HS visit and college fair results

18. Analyzing Data • National Clearinghouse—lost market • CollegeBoard—Enrollment Planning Service (EPS) • CollegeBoard/ACT research reports • WICHE • EMAS database • WSU Office of Institutional Research • OBIEE—zzusis dashboard • Rapid Insight

19. Recruitment Summit National survey results and trends in admissions/recruitment

20. TeensTALK Report STAMATS, 2012

21. TeensTALK Report • Heavy users of TV, online video, and playing computer games • 79% watch TV in free time • 72% play videos and computer games in free time • Nearly all teens have cell phones, with nearly 38% claiming they will upgrade to an iPhone within six months • Send an average between 600-1000 text messages a month STAMATS, 2012: http://www.stamats.com/pdfs/SIM_12_2012_Stamats_TeensTALK_FINAL_Comprehensive.pdf

22. TeensTALK Report STAMATS, 2012: http://www.stamats.com/pdfs/SIM_12_2012_Stamats_TeensTALK_FINAL_Comprehensive.pdf

27. Enrollment Management Trends Report ACT, 2012

28. Enrollment Management Trends Report • State of Washington, 2012 graduating class: • 13,929 HS graduates (about 21%) took the ACT; 56% SAT • From 2007-2012, the number of ACT test-takers increased by 33.5%, while the number of graduates has decreased by about 4% ACT, 2012: http://www.act.org/newsroom/data/2011/states/washington.html

29. Enrollment Management Trends Report ACT, 2012: http://www.act.org/emtrends/12/pdf/EMTrendsReport2012.pdf

41. Mobile/Electronic Expectations Survey Noel-Levitz, 2012

42. Mobile Expectations Survey Noel-Levitz, 2012: http://www.noellevitz.com/documents/gated/Papers_and_Research/2012/2012_E-Expectations.pdf?code=282291086201275

71. Mobile Expectations Survey • 46% of students will look at college Facebook pages more than once • 50% “like” a college Facebook page so posts appear on their wall • 83% will view the Facebook page of a college they are considering Noel-Levitz, 2012: http://www.solutions-collegeweeklive.com/pdfs/2012MobileExpectations.pdf

72. Mobile Expectations Survey • Evaluation of college Facebook content is mixed • Need to keep content fresh and relevant—engaging Noel-Levitz, 2012: http://www.solutions-collegeweeklive.com/pdfs/2012MobileExpectations.pdf

73. TeensTALK Live • TeensTALK Live—Chicago, 2012 (archive video) • Key Takeaways: • Use unique materials that stand out • Showcase careers and results-oriented student stories • Keep text short and to the point • Personalize messaging and relationships with students • Be authentic—photos, videos, content • Monitor 3rd party sites to combat negative information • College Confidential, College Prowler, RateMyProfessor STAMATS, 2012: http://www.youtube.com/watch?v=WpzzZpdPIcM&feature=player_embedded

74. ParentsTALK Live • ParentsTALK Live—Chicago, 2012 (archive video) • Key Takeaways: • Much more communication • Deadlines • Why WSU is unique or different • Parent-to-parent (current-to-prospective) communication • Alumni-to-parent communication • Highlight national rankings • US News, Princeton Review, Peterson’s Guide STAMATS, 2012: http://www.youtube.com/watch?v=WpzzZpdPIcM&feature=player_embedded

75. Social Video Delivers • How Advertisers Are Using (And Not Using) Video on Social Networks

76. Social Playbook Dave Goetz, CZ Strategy, 2012

77. Social Playbook • Key Takeaways: • Social should be incorporated into entire marketing plan • It’s not about the platforms • Posting ≠ conversation • Create fresh, relevant content—especially web/print • Recruit creative writers—current students? • Encourage student-generated stories • Create opportunities for students or parents to post something personal • Ways that say “I am unique” • Repost content that is specifically relevant and connects emotionally (i.e. article on how to pay for college)

78. Social Playbook • Great conversations… • Aren’t about the institution • Conversation begins with the student; not the institution

79. Social Playbook “It’s not about the institution’s story, it’s about the institution learning to listen for the story of the student and his/her parent— and then connect the two.” Dave Goetz, CZ Strategy

80. Social Playbook • Great conversations… • Aren’t about the institution • Conversation begins with the student; not the institution • Are conversational • Not just PR or merely informational • First person (“I”, “We”); not third (“Today, WSU announced…”) • Engage students emotionally • Playful, lighthearted, fun • Quirky photos, poignant videos, a warm response, an apology, or humor • Require constant attention • Act and react • Learn from what does/doesn’t work

81. Social Playbook “Be initiators—be active. Conversations won’t just happen. WSU must take initiative in the relationship.” Dave Goetz, CZ Strategy

82. Recruitment Summit Marketing changes beginning this fall 2012

83. Marketing Team—Fall 2012 Cheryl Dudley, Writer/Editor Sharon White, Senior Graphic Designer Nate Jacobson, Web Graphic Designer Nicole Wood, User Experience Manager

84. University Marketing Survey Noel-Levitz, 2012: https://www.noellevitz.com/documents/shared/Papers_and_Research/2011/2011MARKETINGRECRUITINGPRACTICES.pdf

85. Facebook and Admissions Survey Varsity Outreach, 2012: http://www.varsityoutreach.com/Documents/FacebookAndAdmissions2012.pdf

93. Facebook—WSU Future Cougars

94. Facebook—WSU Future Cougars

95. “WSU on Facebook” App • http://www.inigral.com/images/Schools_App_Data_Infographic.jpg

96. “WSU on Facebook” App

97. “WSU on Facebook” App

98. YouTube—WSU Admissions

99. Twitter—WSU Admissions

100. Student Blog—The Coug Connection

101. Instagram—WSU Admissions

102. Pinterest—WSU Admissions

103. CollegeWeekLive

104. SCVNGR

105. Cappex

106. Student Profile Example 100’s of data points for each student Student data includes: Name Interest in study outside U.S. Postal address Did parents attend college? Email address Sports Phone number Music Date of birth Performing Arts Gender Leadership activities Intended area of study Volunteer activities Intended major Other extracurricular activities Transfer status More about you SAT scores Financial aid importance ACT scores Type of school preferred Expected Graduation date (2yr/4ry, public/private) Expected Start date School size preferred High School name Full time/Part time High School GPA Academic Honors Citizenship

107. College Message Example Appeal to passions and aspirations. Include links and media.

108. Cappex College Center Students get introduced to colleges and add them to their college list.

109. The Cappex student experience Sophie Andrea Jordan Environmental Business Major Music Major, Alto Sax Science Major Wants a medium-size private school Wants a medium-size state or private Undecided about school size. Wants an in the upper Midwest. school. Looking outside of Indiana. Ohio school; would consider out of state. Views “Women in Views “Midwest-U.S. Views “Music Majors” Science” Campaign: Business Majors” Campaign: Women in Science Program Campaign: Music Majors in MI, OH, IL, IN Private Michigan students 3.2+ GPA, 1400 SAT 3.30 GPA+, 1500+ SAT 3.0+ GPA, 1200+SAT Yes Yes Yes Yes Yes Yes I want to learn more! I want to learn more! I want to learn more! I want to learn more! I want to learn more! I want to learn more! Receives a NextConnect message with Receives a NextConnect message with Receives a NextConnect message from links to online application. links to campus videos and events. the music department dean.

110. Zinch

111. Zinch China

112. Recruitment Summit Communication and messaging with prospective students

113. Communication Plan • WSU Data and Communication Policies • Data steward—John Fraire • Data custodians—Sally Texter, Sol Jensen, Wendy Peterson • Centralization • Communication Audit • Committee • Coordinated and consistent message • Master communication plan for prospective students • Fill in gaps—academics WSU Executive Policy #8, University Data Policies: http://public.wsu.edu/~forms/HTML/EPM/EP8_University_Data_Policies.htm

114. Key Messaging • Use terminology they understand • Be original and be authentic • Emphasize your personality • Speak to your audience—play to their emotions and inner-thoughts • Academics is still #1 • Examples of how your program differentiates from competitors • Value/worth of the degree—focus on careers/employability • Notable rankings • Student involvement and leadership opportunities • Current student/alumni stories and experiences

115. Email Best Practices • Design for mobile users—phones/tablets • Millenials want to build relationships—offer advice • Stand out • Variable data • Always include an action item—but keep it to one • Short and simple text • Use bullet points to highlight content • Provide additional info on website • Write more informally—like you speak

116. Where From Here? • Provide an experience optimized for mobile users • How does it look on different devices? • Provide engaging content the audience is looking for • Students and parents • Different needs based on stage (search vs. decision) and term (senior/junior/transfer) • Update content frequently • Easy navigation • Try using live chat, webcams, and text messaging • Make social media worthwhile • Least valuable form of content (at initial stage) • Do more than use as a bulletin board • Talk with students, not at them • Stay active and focus on only 2-3 platforms to be successful (Facebook and YouTube)

117. Where From Here? • Parents recruiting parents • More content for parents on website • Usability testing • Discussion groups at visit events • More videos—current students • Rapid Insight—dashboards, predictive modeling, and forecasting • Partnerships with external departments for communication • Communication Audit Committee—October • More variable communications using provided student data

118. Where From Here? • How are you tracking your web/social presence? • What are you tracking? • What are you doing to engage with students on social media? • What are the top tasks students are trying to accomplish on your website? • What are the key messages they want to hear or learn more about? • Who can you get to help you compile and share these messages? • What are your current students’ stories and experiences that will resonate with prospective students and/or parents? • What makes your department unique and compelling? How do you differentiate from your competition? • What is being said about your department on popular sites like “College Prowler”, “College Confidential” or “RateMyProfessor”? How do you plan to combat negative comments? • What data are we collecting that can improve variable communications? • How can our office assist your department?

119. Recruitment Summit Thanks for attending! Please complete the online survey that we’ll email you to provide us feedback.

120. Prominent Higher Ed/Marketing Resources • AACRAO • Academica Group • Academic Impressions • ACT • American Marketing Association • Art & Science Group • Bob Johnson Consulting • CASE • CollegeBoard • ConnectEDU • CZ Strategy • Educause • eRecruitment Forum • Higher Ed Live • Inside Higher Ed • I Want Media • Jun Group • Marketing Bulletin • NACAC • National Center for Education Statistics • Noel-Levitz • Pew Internet • Princeton Review • Scannell & Kurz, Inc. • SEM Works • Sitecore • Social Media Examiner • STAMATS • TargetX • The Chronicle of Higher Education • WICHE

121. Online Resources • ACT Enrollment Management Trends Report, 2012: • http://www.act.org/emtrends/12/pdf/EMTrendsReport2012.pdf • Inigral Schools App Infographic, 2012: • http://www.inigral.com/images/Schools_App_Data_Infographic.jpg • Jun Group Social Video, 2011: • http://jungroup.com/infographic2011/ • Noel-Levitz E-Expectations and Mobile Trends, 2012: • http://www.solutions-collegeweeklive.com/pdfs/2012MobileExpectations.pdf • http://www.noellevitz.com/documents/gated/Papers_and_Research/2012/2012_E-Expectations.pdf?code=282291086201275 • Noel-Levitz E-Recruiting Practices and Trends, 2012: • https://www.noellevitz.com/documents/gated/Papers_and_Research/2012/2012%20E-Recruiting%20Practices%20Report.pdf? code=94256108201270 • Noel-Levitz Marketing and Recruiting Practices, 2011: • https://www.noellevitz.com/documents/shared/Papers_and_Research/2011/2011MARKETINGRECRUITINGPRACTICES.pdf • ParentsTALK Live, 2012: • http://www.youtube.com/watch?v=DWf3t-rWPyU&feature=player_embedded • STAMATS 2012 Integrated Marketing Conference presentations: • http://www.stamats.com/SIM12/ • TeensTALK Live, 2012: • http://www.youtube.com/watch?v=WpzzZpdPIcM&feature=player_embedded • TeensTALK Research, 2012: • http://www.stamats.com/pdfs/SIM_12_2012_Stamats_TeensTALK_FINAL_Comprehensive.pdf • Varsity Outreach, 2012: • http://www.varsityoutreach.com/Documents/FacebookAndAdmissions2012.pdf

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