One of the top priorities of my work is to recruit and retain the most academically-talented and cocurricularly-diverse incoming class. As a result, many of my projects engage prospective students and their families with information that is important to them. This includes career exploration and outcomes, return on investment, and high-impact experiences. Below are some of my favorite projects that I've gotten to work on.
Career Outcomes
When looking at a college education, people are increasingly focused on return-on-investment. To elevate this information, every project I work on includes career- and value-messaging. It's an effort that we've had success with, too. My office was a CASE District 11 2017 Accolades Award Winner for our outcomes strategy.
Below are two print pieces that focus only on ROI. Each project was shared with every prospective student who made a connection with my institution.
International Student Recruitment
In addition to targeting student values like ROI, we also try to personalize materials to our various demographics, like international students. I led an initiative to develop a print piece that provided basic information that reflects international student interests. Now, it's something every admissions counselor takes with them on international recruitment visits.
You're in, now what?
After examining our recruitment communications sequence, we noticed a six-week gap between student acceptance and enrollment. This was the time we wanted students to feel the most excited and engaged, but our communications sequence did not reflect that.
I led a team effort that made a few changes to our communications sequence and created a brand new print piece and microsite that were shared to every accepted student. It was created with the goal of helping students picture themselves at our institution. It also answered a simple question that many students were asking themselves: you're in, now what?
Those changes made an impact. We met our recruitment goal long before the enrollment deadline and yielded one of our largest classes. This campaign was also recognized with a CASE District II Platinum award in the Communications and Marketing category.