Beyond the Brochure: Using the Right Communication Channels to Enroll and Retain Students is the title of the presentation. There is substantial research that states pre-enrollment student engagement increases persistence and retention rates.

1. NISOD Conference 2010
Beyond the Brochure:
Using the Right Communication Channels
to Enroll and Retain Students
Christopher P. Ferguson, Ed.D.
Director of Admissions & Assistant Professor
Wilmington University
chris.p.ferguson@wilmu.edu

2. A walk through our
Admissions Lifecycle
• Where does Blackboard Connect fit into our communications?
• From Funnel to Pyramid
• Communication strategies throughout the cycle that target
best-fit students
• Highlighting email, SNS, & Blackboard Connect
• Showing outcomes
• Questions welcome

3. About Wilmington University
 Private, Non-Profit, Non-Sectarian University
 Undergraduate, Graduate, and Doctorate Programs
 12,500 students
 13 Locations in Delaware, New Jersey, & Maryland
 Commuter
 42 Years Old
About Me
 10-years in College Admissions
 Oversees Undergraduate and Graduate Admissions
 Assistant Professor of Social & Behavioral Sciences
Specialized in College-Created SNS & Mass Notification for Yield Management
 Specialized in Developing Robust, Multi-Channel Communication Plans

4. Enrollment Management Scope

5. Engagement is the Fundamental
Recruitment Principle
• Primary Goal of Admission Lifecycle
Prospect  Inquiry  Applicant  Student
To develop and strengthen student-centered relationships
while moving future students through the Admission Lifecycle.
This invites future students into Wilmington University’s
community while exploring it as their institution of choice.
After moving through the lifecycle, a personalized relationship
has been established enabling the potential for maximum
student success.

6. In other words…
Potential Impact of Engaging Students in the Admissions
Lifecycle on Retention
Prospect  Inquiry  Applicant  Student  Graduate 
Active Alumnus
Translation
Introductions  Establishing/Building Rapport 
Developing/Strengthening Relationships 
Experiencing/Creating Community  Successfully
Accomplishing Goals  Sharing Experiences

7. From Traditional Model to Strategic
Framework
Source: David Kalsbeek, Ph.D.
Source: Kalsbeek, D. (2009)

8. Enrollment Pyramid
Source: David Kalsbeek, Ph.D.

9. Showing Critical “Pressure Points”
Source: David Kalsbeek, Ph.D.

10. Meshing Enrollment Planning with
Institutional Planning
Source: David Kalsbeek, Ph.D.

11. Re-Framing the Enrollment Process
Source: David Kalsbeek, Ph.D.

12. Marketing Strategies
Prospect  Inquiry WilmU Strategies
• Target Marketing
– Predictive Modeling
– Social Search (i.e. Zinch)
– Social Media Marketing (i.e.
Facebook)
• .edu Website
• Social Media Presence (i.e. Facebook,
YouTube, MySpace)
• Mobile Applications
Goal: To get as many “best-fit” future
students to express interest in the
University.

13. Recruitment Strategies
Inquiry  Applicant WilmU Strategies
• Multi-Channel Marketing Method
– Email
– Chat/IM
– Mini Publications/Postal
– Telephone Calls
– Online Application
– Online Information Sessions
– Virtual Tour
• Campus Visit
• Target Parents
• Strategic HS Visits
Goal: To get as many inquiries who are • Community College Partnerships
profiled as “best-fit” students to complete
an application.

15. Five-Year Application Growth
8000
110%
7000
6000
5000
160%
Undergraduate
4000 Applicants
3000 59% Graduate
Applicants
2000 Total
1000
0
2004/05 2005/06 2006/07 2007/08 2008/09

16. Admissions &Yield Strategies
Applicant  Student WilmU Practices
• Blackboard Connect
– Mass Notification
• Private Social Networking Site
(wilmYOU)
– SNS Profiles
– Blogs
– Groups
– Videos
– Events
– RSS
Goal: To convert admits into enrolled – Direct Website Links
students that shape an institutions
freshman class.

18. Five-Year New Enrolled Student Growth
4500
4000 44%
3500
3000
2500 63%
Undergraduate
2000
Graduate
1500 18% Total
1000
500
0
2004/05 2005/06 2006/07 2007/08 2008/09

19. Highlights
• Email
• Private SNS
• Blackboard Connect

20. Email is used to…
• REINFORCING postal communications
• SPECIALIZING .edu website content
• INCREASING touch points
• QUANTIFYING communication plan
• EVALUATING messages

22. College-Created Social Networking Site
is used for…
• ENGAGING admitted applicants
• INTEGRATING social media strategies
• CONNECTING peer applicants
• TAILORING one-click navigation
• ENABLING self-service
• PREDICTING incoming class

24. Mass Notification is used for…
• DELIVERING specific messages
• TRACKING audience receipt
• REPORTING outcomes
• INCREASING tuition revenue/yield rates
• SURVEYING enrollment decisions

25. Test Campaign
(Spring 2007 Test)
262 non-registered undergraduate and graduate
applicants received an email three working days
prior to the first day of courses for Spring 2007. At
7:00 p.m. two days prior to the first day of courses,
more than half were also sent a pre-recorded
Blackboard Connect telephone call from me, the
Director of Admissions, encouraging them to
register for courses.

26. Spring 2007 Test Results
• 35.4% (93) registered for one or more courses
• Tuition revenue totaled more than $198,000
• This was compared to a test group of 168 non-registered
undergraduate and graduate applicants who were only
sent a postal letter. This group was not communicated via
Connect-ED telephone contact and email.
• 19.6% (33) registered for one or more courses
• Tuition revenue approximately totaled $40,000

27. Blackboard Connect?
Where do I sign?

28. DELIVERING a message
(Spring 2009)

29. REPORTING outcomes
89.2%

30. TRACKING audience receipt

31. INCREASING tuition revenue
$483,000

32. One Question Survey

33. 42.3% Responded

34. Remember…
Source: David Kalsbeek, Ph.D.

35. Beyond the Brochure…
Christopher P. Ferguson, Ed.D.
Director of Admissions &Assistant Professor
Wilmington University
chris.p.ferguson@wilmu.edu
(302)293-4762