The campus visit is the most trusted source of information for prospective students choosing where to attend college. Stetson University has found that the most successful campus visits and open houses involve delivering first-class experiences to prospective students and their families. Stetson’s Office of Admissions shares how they successfully doubled enrollment by using digital marketing to connect with students.
Connecting Through Events: How Stetson Doubled Event Attendance and Enrollment
1. Connecting Through Events:
How Stetson Doubled Event Attendance and Enrollment
Joel Bauman, Vice-President for Enrollment Management at Stetson University
Joel Jones, Executive Creative Director at Stetson University
Beth Anne Kieft, E-Marketing and Social Media Coordinator for the Enrollment
Management Division at Stetson University
3. Stetson University
Stetson University
• 3,961 total students
– 2,300 Undergraduate students
– 1,600 Graduate students
– 42 States and 41 Countries
• 12:1 Teacher to Student Ratio
• Largest incoming class in history of Stetson this year
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5. Stetson University
New Student Enrollment and Goals
Stetson University DeLand Campus
as of 9/14/2012, (IR census Data)
1000
849
900
885
800
697
700
669
688
663
715
586
600
595
595
735
134
150
Fall 2011
Fall 2012
617
500
547
502
400
300
200
102
100
74
71
Fall 2007
Fall 2008
FTIC
84
116
0
Fall 2006
Fall 2009
Transfer
Fall 2010
Total New
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6. Stetson University
First Time in College Admission Results
Stetson University DeLand Campus
Year to Date, 05/02/2013
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7. Stetson University
Events at Stetson
• 7 Large Events
– 5 Open Houses
– 1 “Discovery Day”
– 1 Accepted Student Event Day
• Daily Campus Visits
• Shadow Stetson Visits (Mon. – Thurs.)
• Overnight Visits
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14. Stetson University
Social Media Marketing
• Promote events on Facebook and Twitter
• Use Hashtag #SUOpenHouse
• Tweet and Instagram leading up to and
throughout the day
• Text reminders to RSVP for events
• Instagram Contest at Hatter Saturday
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17. Stetson University
E-Mail Marketing
• Event Email Communication Flow
• Similar Design to postcards
• Links directly to event
• Follow Up and Connect Events Emails
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26. Stetson University
What we learned/Takeaways
• Consistent Communication Flow
• Website Userability
• Digital Presence is Important
• Use Surveys for Evaluation
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