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

Intro to Stetson

2

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

Stetson University

3

Total Undergraduate Headcount Stetson University DeLand Campus as of 9/14/2012, (IR census Data)

Stetson University

4

New Student Enrollment and Goals Stetson University DeLand Campus

as of 9/14/2012, (IR census Data)

Stetson University

595 595 617

502 547

715 735

102 74 71 84

116 134 150

697 669 688

586

663

849 885

0

100

200

300

400

500

600

700

800

900

1000

Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012FTIC Transfer Total New

5

First Time in College Admission Results Stetson University DeLand Campus

Year to Date, 05/02/2013

Stetson University

6

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

Stetson University

Marketing Events Through Print, Digital and Connect

8

Print Marketing

Stetson University

9

Print Marketing

Stetson University

10

Print Marketing

Stetson University

11

Website

Stetson University

12

Events Website

Stetson University

13

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

Stetson University

14

Social Media Marketing

#HatterSaturdayPic

15

VIP Page

Stetson University

Event Promo

Event Promo

Feedback

16

E-Mail Marketing

Stetson University

• Event Email Communication Flow

• Similar Design to postcards

• Links directly to event

• Follow Up and Connect Events Emails

17

18

19 Feedback

Stetson Event Stats

21

Daily Campus Visit Stats

Stetson University

22

Shadow Stetson Visit Stats

Stetson University

23

Open House Stats

Stetson University

*March event in past years was Junior Open House

24

Total Event Stats

Stetson University

25

What we learned/Takeaways • Consistent Communication Flow

• Website Userability

• Digital Presence is Important

• Use Surveys for Evaluation

Stetson University

Questions?