melissa t. gorbandt katie herschede, ed.d. · 2016-07-14 · • school visits • legislative...
TRANSCRIPT
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Strategically Engaging Your Chief Executive Officer in Student
Recruitment…and selected tales from the “road”
Melissa T. GorbandtDirector of Admissions, Northern Kentucky University
Katie Herschede, Ed.D.Executive Assistant to the President/Secretary to the Board, Northern Kentucky University
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• School visits
• Legislative visits
• Council on Postsecondary Education visits
• Alumni receptions
• Community outreach (United Way, Chambers)
• Community Colleges
• Military Bases
• Library and Mathematics awards/receptions
• Newspaper ads
• Evening receptions for prospective students
• Evening receptions for community leaders
• Evening receptions for prospective post‐traditional students
OUR FOCUS – YEAR ONE
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New student recruitment
OUR FOCUS – YEAR TWO
President
Admissions
Marketing & Communications
Government & Community Relations
Alumni Affairs
Distance Education
Transfer Services
Information Technology
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REGIONAL FOCUS AREAS
VISITS YEAR ONE
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VISITS YEAR TWO
Year OneYear TwoBoth Years
Pre‐Planning
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EXAMPLE OF CORRESPONDENCE
SAMPLE HS VISIT SCHEDULE
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POSTCARDS TO POST‐TRADITIONAL STUDENTS
LOCAL STUDENT PROFILES
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LOCAL STUDENT PROFILES
STUDENT STORIES PITCHED TO LOCAL MEDIA
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DIGITAL INTEREST CARD
ADVANCE PR WITH HIGH SCHOOLS
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The President’s High School Presentation
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HEALTH INNOVATION CENTER
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CAMPUS RECREATION CENTER
Residence Life
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Broader Engagement
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USE YOUR ALUMNI BASE
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ALUMNI DINNER
TWEETS AT EVERY SCHOOL
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ENGAGE CURRENT STUDENTS
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6,000 MILES
28 DAYS ON THE ROAD
8,000 STUDENTS
75 HIGH SCHOOLS
35 COUNTIES (1/3 OF THE STATE!)
9 ADMISSIONS RECEPTIONS
10 COMMUNITY COLLEGE VISITS
500+ ALUMNI
100 CAMPUS PARTNERS
BY THE NUMBERS
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Other Presidential Recruitment Initiatives
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LUNCH WITH SCHOLARSHIP STUDENTS
PRESIDENTIAL CORRESPONDENCE
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AWARDS DINNERS
EVENTS AT PRESIDENT’S HOUSE
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• Phone calls
• Meets with VIP prospective students
• Principals for breakfast and then tour with Melissa
• Speaks at honors nights at high schools
• Always connecting with people in the community around admissions
OTHER INITIATIVES…
ROI & Lessons Learned
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Return on Investment
• Strengthened markets outside of immediate service region
• Opened the door to more than a “cafeteria visit”
• Increased Presidential knowledge about enrollment management and incoming student interests
• Increased admits, confirms, and enrolled from the schools visited
• Developed relationships with new counselors –opportunity for follow up visits from admissions counselors
ENGAGE DYNAMIC PROFESSORS
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ENGAGE DYNAMIC PROFESSORS
BUILD ON PREVIOUS EXPERIENCES
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ENGAGE THE AUDIENCE
DON’T RUN OUT OF GAS
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• Manage expectations• Takes 3‐5 years to develop new markets
• These trips aren’t glamorous
• Understand that this is a long‐term relationship between the President and Admissions
• Keep it simple…same presentation, same preparation
• Decide how to engage schools after your visit.
• Have an “exit” strategy – how long is this sustainable?
LESSONS LEARNED
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• Make sure your team has a good relationship and understands the goals
• Similar tastes in music helps! Listened to 1,853 country songs
• Have contingency plans• Traffic
• Someone is sick
• Technology doesn’t work
• Have to have a champion from the President’s Office
• Don’t forget to say thanks!
LESSONS LEARNED
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