creating a sustainable adult recruitment pool at the university of wisconsin system joyce parvin

Creating a Sustainable Adult

Recruitment Pool at the University of

Wisconsin System

Ruth Joyce, Director of UW HELP/Student Services

Randy Parvin, Student Services Coordinator

WCET

10/22/2009

10:45-12:00 pm

Denver, CO

Creating a Sustainable Adult

Recruitment Pool

•UW System and CEOEL

•Original Concept

•Building the Process

•Integrated Marketing Approach

•Results

•Future

•Discussion

2 The University of Wisconsin System

UW System at a Glance:

• 175,000+ students

• 8th largest enrollment of any U.S. public

university system

Institutions:

• 13 four-year campuses

• 13 freshman-sophomore UW Colleges

campuses

• UW-Extension

$10 billion economic impact annually

2 The University of Wisconsin System

UW-Extension

UW-Extension

Cooperative Extension

• Agriculture &

Natural Resources

• Community, Natural

Resources & Economic

Development

• Family Living

• 4-H & Youth

Development

• Wisconsin Geological &

Natural History Survey

• Leadership Wisconsin

Broadcasting & Media

Innovations

• Wisconsin Public

Television

• Wisconsin Public Radio

• Instructional

Communication

Systems

• National Center for

Media Engagement

Continuing Education,

Outreach &

E-Learning

• Continuing Education,

Credit Outreach, &

Distance Education at

26 UW campuses

• School for Workers

• Higher Education

Location Program

(HELP)

Entrepreneurship &

Economic

Development

12 Small Business

Development Centers

(SBDC) at the 4-year

campuses, including

4 specialty centers:

• Center for Advanced

Technology &

Innovation

• Center for Innovation

& Development

• Wisconsin Business

AnswerLine

• Wisconsin Innovation

Service Center

Wisconsin

Entrepreneurs’ Network

(WEN)

Continuing Education, Outreach and E-Learning

(CEOEL)

Budget: $89.4M

FTE: 75 in CEOEL; 512 across UW System

Scope: Statewide, national, and international

Major focus: Adult Student Initiative, Lifelong Learning, Online Course Development, Independent Learning, UW-HELP, Eapp, Diversity Grants, Economic Development Grants, Adult Services Grants

Current paths: New degree development, increased student services, high-tech/high-touch connection and engagement

UW HELP

One-Stop-Shop for UWS

•Students

•Parents

•School Counselors

•UWS Faculty & Staff

Support & Promote All 26 Campuses

UW HELPCommunications

Publications

UW HELP Online

E-Line

e-mail announcement service

Electronic Services

E-Application

UW HELP Online

Supporting databases

UW HELP

Advising

•Phone

•E-mail

Outreach

•High School Presentations

•Fall Workshops

•College Fairs

Building the Pool

Memorandum of Understanding (MOU)

Creating a common student database

LRMS

FERPA

Other Challenges

Memorandum of Understanding

Why write one?

• To clarify communication

• To reach mutual understanding of the

purpose and scope of the project

• To reach mutual understanding of the

roles to be played by each participant

Memorandum of UnderstandingHow to create one:

• Develop a simple written document that

outlines the purpose and timeline

• Include the agreed upon expectations of

each participant

• Outline the legal ramifications and

boundaries, such as FERPA

• Explain the guidelines for cancellation

Memorandum of Understanding

When?

• Created, distributed, signed by the

appropriate parties and returned prior to

the any sharing of data.

• Copies should be distributed back to the

office at each campus of the person who

signed the MOU

Recruitment Pool

Create a Common Format

Duplicates

Out layers

Initial Database was 14,266

Where did these student go?

Move?

Work?

Re-enroll?

Recruitment Pool-Next Steps

Tools

The Clearinghouse

OPAR’s CDR (1,956)

Melissadata (23)

NCOA (1,426+156)

Operation Iraqi Freedom (3)

Planning Your Communications Strategy

•What needs to happen

•Carefully define your target customers

•Think like a customer

•Establish a creative platform

•Develop an integrated media strategy &schedule

•Establish an acceptable budget

•Execute the plan

•Evaluate results

What needs to happen?

• Change attitude, preference

• Strengthen brand identity

• Change behavior

• Convert prospects to customers

• Clarify needs

Define target customers

• Create descriptions of attitudes, opinions,

lifestyle to help be creative.

• Research/Create a demographic

description to assist with media strategy

and media selection.

What does a profile look like?

Versus

Think like a Customer

• Who is going back to school?

• Why do they go back to school

• Where are they going

• What will your product do for me?

• How will I do this?

• Why is it better than the competition?

UWIN WEB SITE

Develop and integrated media

strategy and schedule

• How many potential viewers of the

message exist?

• Advantages and Disadvantages of the

various media relative to your message,

market and objectives?

• How can you obtain the best reach and

frequency within the budget?

Establish a budget

Execute the plan

Evaluate results

Micro evaluation

Did the tools achieve their objective?

Finally

Invitation from President Reilly

Response Options

UWin Web site, call toll-free or e-mail, online

chat

WisCareers • aggregate info on top careers searched

• occupational information

• projections of job openings/salary

• resume builder

Personalized outreach

• Postcards – multiple mailings

• Personalized call• Student Support, UW HELP, Statewide

Advising Network

• Track all student interactions

• Pathway to enrollment at UW campuses

Recruitment Pool

*Spring 07 CEOEL sent 9,824 letters and

postcards.


postcards.


postcards.

Outcomes

Response to Invitation 3.0% log into their account

Fall 07 and Fall 08 Eapp Stats 38% applied as re-entry, 62% applied to new campus

All UWS campuses received applications

OutcomesFall 07 through Fall 09

2,732 new applications submitted to

UW System campuses

Fall 07 through Spring 09

1,263 submitted applications

923 New enrollments (73%)

WisCareers Data

•Financial Counselor

•Environ. Engr.

•Pharmacist

•Alcohol/Drug Counselor

•Executive

•Elec. Engr.

•Psychologist

•Nurse

•Surgeon

•Radiological Technologist

•Athletic Trainer

•Ad Account Exec

•Ad Layout Designer

•Music Therapists

•Primary Care Physician

•Medical Diagnostic

•Optometrist

•Health Care Admin

•Investment Advisor

•Literary Writer

Issues:

National Student Clearinghouse data

Data from all UW institutions Central source of data

FERPA issues Sharing compiled data with all UW institutions for further

recruitment

Impacts

Increase knowledge of adult needs

Enrollment patterns

Need for adult focused programs/degrees

62% of adults applied to new campus

Value of recruiting students statewide

Increase baccalaureate degree holders

Future

• Look for innovative ways to continue to

reach out to these groups…social media,

mobile devices, etc

• Go back to the original years and send an

additional mailing to those who didn’t

respond initially?

• Other media campaigns? Ad campaign

featuring Kevin Reilly?