1. Marcy Ritzert, Muskingum University
Summer Institute, Xavier University
2012

2.  Factors that impact admission offices
 Introduce the Enrollment Funnel and discuss
the stages of enrollment
 Examples of recruitment activities
 Seasons of the profession
 Keys to recruitment and success in Admission
 Discuss ethical issues you may face
 BUT REMEMBER…

3. While we work at different institutions with
different missions and student populations,
we all participate in similar student
recruitment activities. Everyone’s goal is
ultimately the same – BRING IN THE CLASS.

4.  Public vs Private Colleges
 Open Admission vs. Selective vs. Highly
Selective
 Rolling Admission vs. Deadline
Admission
 Local vs. Regional vs. National
 Traditional Students vs. Non-traditional
 Residential vs. Commuter campuses
All of these factors determine the activities of
the admissions office and the timing of when we
conduct the activities.

5.  Demographic trends
◦ Increased/decreased population
◦ Increased number of minority students
◦ Increased adult learners
 Technology
◦ Web-based recruitment services
◦ Distance learning
◦ Social Networking sites
 Enrollment history of the institution
 Economic circumstances

6. P
R
E
- Early Mid Late Entering
F Funnel Funnel Funnel Class
U
N Inquire Visit & Apply Enroll
N
E
L

7.  Prospects
◦ From all sources (ACT/SAT purchase names,
other marketing search activities)
 Inquiries
◦ Those who respond from searches, college fairs,
returning any tear off cards, visit days
 Applicants
 Accepts
 Enrollees

8. Academic
ability
R
Geographic
E A
T L
Enroll E U
General
N M
T N
I I
Minority O
N
Ability to
Target marketing strategies can happen
Pay simultaneously within the funnel at any stage.

9.  Student questions at this stage:
◦ Have I heard of this college?
◦ Does it have my major?
◦ Where is it located?
◦ How many students go there?
◦ How much does it cost?

10.  Student questions at this stage:
◦ What sets this college apart?
◦ How strong are the academic programs?
◦ Can I pursue my extracurricular/athletic interests
there?
◦ Will it help me find a good job or go to a good
graduate/professional school?
◦ What is the campus like in person?
◦ Where are my friends going?
◦ Which schools are my reaches and which my safeties?
◦ Can I afford it?

11.  Student questions at this stage:
◦ Can I afford it?
◦ Is it worth it?
◦ Will I be happy there?
◦ What kinds of people will I meet?
◦ What is student life like?
◦ Will it help me find a good job or go to a good
graduate/professional school?
◦ What are my friends doing?

12.  Student questions at this stage:
◦ Did I make the right decision?
◦ Will I get the classes that I want/need?
◦ Who will be my roommate? My advisor?
◦ Buyer’s remorse?

13.  Off-campus programs (Travel): high school visits,
college nights, off-campus interviews,
geographic receptions.
 On-campus programs: visitation days, individual
family visits, overnight visits, scholarship
programs, early outreach programs, etc.
 Telecounseling: Inquiries, applicants, admits.
 Direct Mail: Inquiries, applicants, admits.
 Electronic Communication: email, chats, social
networking sites.
 Guidance Counselor Programs: on-campus and
off-campus.

14.  Reading applications
 Evaluating scholarship applicants
 Travel planning
 Assessing programs and services
 Program planning
 Staff training and development
 Managing student employees
 Orientation and registration
 Developing publications
 Completing Surveys
 Producing enrollment reports
 Managing web content
 “Ancillary Duties”

15. The timing of admissions activities varies
depending upon on the type of institution,
the type of student it serves and specific
factors impacting the institution.

16. PRE-FUNNEL
EARLY INTERVENTION, COMMUNITY SERVICE PROGRAMS
SUMMER CAMPS, WEB REPLIES
EARLY FUNNEL (Inquire)
PSAT/ACT PLAN/CARD DECK SEARCHES
SAT/ACT SCORES
DIRECT MAIL
FEB - AUG
TRAVEL
PUBLICATIONS
ON-CAMPUS PROGRAMS
ADVERTISING
AUG - JAN MID FUNNEL (Apply)
ON- AND OFF-CAMPUS PROGRAMS
DIRECT MAIL
TRAVEL
TELECOUNSELING
PUBLICATIONS
JAN - MAY
LATE FUNNEL (Enroll)
ON- AND OFF-
CAMPUS PROGRAMS
DIRECT MAIL
TELECOUNSELING
PUBLICATIONS
SCHOLARSHIPS
FINANCIAL AID

17. Goal: Generate interest and applications
 Travel Planning
◦ Geographic territory
◦ Key H.S.’s to visit
◦ College Fairs
 Travel to high schools and college fairs
 Direct mail activities (viewbook, application, FA, academic
programs, HS visit announcement, etc.)
 Campus visitation programs
 Individual campus visitors (interviews, tours, etc.)
 Off-campus Interviews

18. Goals: Generate and Process Applications, encourage
campus visits, select scholarship winners.
 On-campus programs
◦ Individual family visits
◦ Visitation Days
◦ Scholarship Competitions
 Email communications
 Telephone communications
 Direct mail activity
 Read and Process Applications

19. Goals: Generate enrollment deposits
Generate inquiries for following year
 Read and process applications
 Determine scholarship winners
 Communication about financial aid packages
 On-campus programs
 Off-campus “Yield” programs
 Telephone communications
 Direct mail to students and parents
 Generate enrollment commitment
 Generate interest from juniors (searches, visit days,
direct mail, etc.)
 Dicey time of year – most challenging in my opinion 

20. Goals: Confirm “paid” students, generate additional “paids”,
generate inquiries for following year, assess the previous
year, prepare for upcoming year.
Activities
 Search responses
 Web responses
 Rising senior visit programs
 Student interviews
 Application and yield studies.
 Phone/E-mail contacts – a PD student
does not mean an enrolled student!

21.  Incorporating the philosophy that all offices
on campus play a part in recruitment
(athletics, faculty, student life, etc…)
 Having the appropriate resources to
implement the plan
 Know your audience and what works for
them

22.  Know your institution and who you are
recruiting
 Accept that you will work non-traditional
hours
 Seek opportunities to improve your skills
(professional development opportunities)
and be open to feedback
 Be patient – never base your decision to
stay in this profession by the first year!

23.  Be prepared to multi-task
 Don’t view students as an interruption to
your work
 Be a team player
◦ Volunteer for assignments
◦ Help colleagues as time permits
◦ Maintain a positive attitude
 Willingly accept direction from supervisor
and veterans
 Conduct yourself in a professional
manner

24.  Access to information
 Colleague/Colleague respect
 Dressing the part
 Behavior on the road
 Current student relationships
 Abuse of autos/gas cards/credit cards/office
supplies
 Making promises you can’t keep
 Any other issues???

25.  Marcy Ritzert
 Associate Director of Admission
 Muskingum University
 mritzert@muskingum.edu
 800-752-6082