MARCH 19, 2013

ENROLLMENT MANAGEMENT,MARKETING AND COMMUNICATIONS

ISU Recruiting Strategy

Fall 2012… it’s in the books 12,114 students (+586)—last time we had this many was

nearly 20 years ago 2,668 freshmen (+147) largest class in history; third

consecutive year of record classes 840 more freshmen in this class than in 2009

747 transfers (+8), fourth time over 700 (1999, 2010, 2011)

3,415 total new students/ 33% of undergraduates Average GPA for regular enrolled: 3.15 vs. 3.12 Average GPA for conditional enrolled: 2.41 vs. 2.37 10% of new class in Honors Program

(Fall 2012: 270; Fall 2009: 131)

62% of those admitted by November 1st enrolled, compared

to 45% three years ago1-S

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2011 Matriculants2010 Matriculants2009 Matriculants

Latest Map of Indiana Showing Source

of Fall 2012 Enrolled

Freshmen • Vigo•Marion•Lake

Market Share on the Rise

By The Numbers:2008-09 2009-10 2010-11

2011-12 2012-13

Search names 11,032 42,367 58,284 125,241 135,061

Campus visitors 1,282 1,539 1,739 1,991 1,214*

498 690 849 1,088

38% 44% 48% 54%

Calls made 4,321 23,624 38,615Incoming calls 34,567 61,765Live chat launched Feb. 2,991E-mail campaign (duplicated count) 1,146,608

High school visits 283 214 209

*3/1/13: 1,214 individual campus visits: 14% increase compared to last year

Some Reasons We Have Been Able

to Grow Freshmen Enrollments “College Go Week” : work prospects longer (3,522:

+455)

Welcome Center hosts and warm cookies Student search names : 135,061/2.5>/target

markets Building tertiary markets (Chicago, Kentucky ,

Ohio and Michigan—incentive tuition scholarships) Strategic media buying (broadcast, billboards,

radio) Emphasis on social media (Facebook, live chat,

mobile applications) Mailing financial aid award by mid-March Staying connected with admits through entire

recruitment cycle (e-mail, Facebook, calling)

Quality performance indicators 2009-2012

Term Count U/GPA U/SAT C/GPA C/SAT A/GPA A/SAT

Fall 2012

2668 3.15 932.6 2.41 864.7 3.06 923.6

Fall 2011

2521 3.12 930.9 2.37 904.0 3.04 927.6

Fall 2010

2707 3.12 942.1 2.39 882.9 2.98 930.7

Fall2009

2035 3.14 948.6 2.40 870.9 3.0 933.2

Current Fall 2013 vs Fall 2012 Admits

Academic Profile

All Applicant

sAll

AdmitsUnconditional

AdmitsAOP

AdmitsAverage High School GPA Fall

2013 3.03 3.16 3.24 2.37Average High School GPA Fall

2012 3.02 3.16 3.24 2.4

Average SAT Total Fall 2013 946 961 967 885

Average SAT Total Fall 2012 946 961 969 875Average ACT Composite Fall

2013 20 21 21 18Average ACT Composite Fall

2012 20 21 21 18

YEAR HEAD PERCENT TOTAL COUNT OF TOTAL COUNT

2012 333 12.5% 2,6682011 293 11.7% 2,5212010 498 18.5% 2,7072009 366 18.0% 2,0352008 483 24.9% 1,940

The changing face of enrolled conditional admits:

Chicago metro enrolled students 2010-2012:

Cook County: Chicago Public Schools & Non-CPS

*DuPage, Kane, Lake, McHenry, and Will Counties

CPS : < 3% of freshman classCook County: <7% of freshman classCookCounty

CPS % total from CPS

Non-CPS

% total non-CPS total

Other Counties*

2010 136 55 40% 81 59% 28

2011 108 28 26% 80 74% 30

2012 185 73 39% 112 60% 56

The Changing Landscape of Financial Aid

$96,778,378—amount of aid awarded in 2012 at ISU

79% of undergraduates receive some form of federal, state and institutional aid. Average aid package: $9,800

49% of undergraduates have merit awards: average: $6,500

52% of freshmen qualified for a Pell Grant

Students Borrowing More, and Nothing Suggests This Trend

Will Change Auxiliary (private lender ) loans for freshmen:

2012: 1,381 total borrowers: 40.3% were freshmen 2013: 769 borrowers ad of 10/15: 49.3% are freshmen

Average auxiliary loan amount: 2012 average amount: $6,625 (9% interest Private ;

6.8% Stafford; 7.9% PLUS) 2013 average amount as of 10/15: $10,080

National average student loan debt at graduation: $26,682 (in 2010)

ISU average student loan debt at graduation: $18,455 (in 2010)

ISU default rate on Stafford Loans: 7.2% (National average: 5.2%)

COHORT BEGINNING FALL      4YR         5YR         6YR                2003                                    12.1%    25.4%    30.1%                2004                                    11.5%    27.2% 32.7%                    2005                                    12.2%    27.3%    32.3%                2006                                   14.2%    28.3%    33.8% 

Graduation rate for Pell recipients—full time, degree seeking

Institutional Scholarships2009-2012

(Excluding Athletics)

Award year Scholarship offered Scholarship paid

2012-13 $16,208,738 $4,100,000 (est.) 24%

2011-12 $14,855,462 $3,374,465 22%

2010-11 $12,231,439 $2,874,481 23%

2009-10 $6,800,837 $2,041,469 30%

Scholarship OffersMarch 1

Academic Excellence (2 of the 3 criteria) 3.7 or 1100SAT/

24 ACT or top 10%.= $2000.00

Academic Distinction 3.5, 1000 SAT or 22 ACT=$1500.00

Academic Merit 3.3 =$1000.00

Academic Achievement 3.0 =$500.00

0 500 100015002000

201320122011

2011 2012 2013Academic Excellence 755 888 919Academic Distinction 429 482 727Academic Merit 1413 1548 1437Academic Achievement 1685 1669 1788

Scholarship OffersMarch 1

Illinois Student Kentucky Student Ohio Student Midwest Consortium0

200

400

600

800

1000

1200

201120122013

Offers 2011 2012 2013Illinois Student 660 978 1098Kentucky Student

15 10 27

Ohio Student 0 50 61Midwest Consortium

58 79 90

Scholarship OffersMarch 1

2011

2012

2013

3900 4000 4100 4200 4300 4400 4500 4600 4700 4800 4900

ISU Laptop Award

ISU Laptop Award

ISU Laptop Award Offers

2011 4291

2012 4598

2013 4885

OF THE 8,288 ADMITTED FOR FALL 2013:55% AWARDED LAPTOPS (3.0 GPA>)10% AWARDED ACADEMIC EXCELLENCE (3.7GPA>/$2,000) 8% AWARDED ACADEMIC DISTINCTION (3.5GPA>/$1,500)16% AWARDED ACADEMIC MERIT (3.3GPA>/$1,000)20% AWARDED ACADEMIC ACHIEVEMENT (3.0GPA>/$500)12% AWARDED ILLINOIS STUDENT SCHOLARSHIP (2.75GPA>)

Scholarship awards to admits as of March 1, 2013

Drive Them to the Web… Website:

Online advertising (e.g., retargeting banner ads, search engines); 194,000 unique visitors grew to 423,000 in first year and 437,000 in Fall 2013.

Students are spending twice the time on sites and “stickiness” went from 20% to 62% in less than two years.

Admissions Office 2,991 “Live Chats” with prospects since January.

Phase I of a new web design/ technology will launch this summer; Phase II to include colleges academic department will launch this fall

Mobile Application ISU Mobile (Apple,

Android, HTTP://m.indstate.edu) Admissions Classes Directory Events 67,675 unique

visitors since 9/4/12 and 7,517 downloads

Making Connections That Last…

Facebook: Fans grew from 4,500 in spring 2011 to more than

12,000 by February 2013. Over 1,100 of our incoming Freshmen are using

the Facebook app. In Fall 2012, 80% of Facebook users attended

June orientation and 2,300 of enrolled fall classes. Twitter:

Twitter is our newest and fastest growing social media.

Currently we have over 6,500 followers, which is 50% more than last year.

1st Quarter 2013 Deliverables and Implementation Benchmarks End of January 2013 Deliverables:  Project 1: Profile of currently enrolled 2012/2013 Freshman

Goal: Using ROI Data Mining process, determine key data points for the ideal ISU student profile.  Project 2: Apply profile to Admitted Students for 2013/2014

Goal: To determine if the reason behind 6,000 students not reaching the enrolled status is: are students a good fit and just not making it through the summer? OR are these students not really a good fit? 

 **Discovery, Design/Development, and Lifecycle Validation stages of Implementation must be completed no later than January 21, 2012.

ROI – Customer Lifecycle Marketing™: Profile Review

Profile Score

No Impact: Gender, Ethnicity, Religion

Conversion Impact:StateZip

High SchoolMajor

Application DateMethod

Staff Child

Preferred Data Points:GPASATACT

Benchmark Data Points:

Student CommitmentHousing Commitment

FAFSA Data Points:Expected Family

ContributionStudent Aid

College Choice 1College Choice 2College Choice 3

ROI – Customer Lifecycle Marketing™: Engagement Score

Engagement Score

**Last 90 Days of Engagement.

Google Analytics

Event Attendance

Talisma Activity Email

Twitter

Facebook

Next Steps• Finalize Engagement Data Feeds• Fall 2012 Sophomore Student Data to benchmark Profile VS Retention

• Obtain Fall 2013 Student Data for Profiling• On-going Data Delivery to ROI• Export of ROI Lifecycle Scoring into Talisma• Training with Enrollment Team

Conversation…

Academic performance/ Fall to spring retention : 2010-2012

Fall cohort

% of cohort

< .85 Fall GPA

Prob. Spring

Enrolled Spring

2010 uncond.

2,068 81% 211 299 1,689

2011 uncond.

2,219 88% 231 388 1,876

2012 uncond.

2,325 87% 178 323 1,937

2010 cond.

498 19% 86 123 346

2011 cond.

293 12% 61 87 207

2012 cond.

333 13% 34 93 265