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Strategic Recruitment Leads to Student Success
My favorites…
Strategic Recruitment Leads to Student Success
Students don’t read email…
• First, I don’t entirely buy this• Increase frequency of email contact• Managing opt-out is huge priority
• Test delivery time, subject lines
Strategic Recruitment Leads to Student Success
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Strategic Recruitment Leads to Student Success
Students don’t read email…
• First, I don’t entirely buy this• Increase frequency of email contact• Managing opt-out is huge priority• Test delivery time, subject lines• Every campaign must be multi-channel
Strategic Recruitment Leads to Student Success
Multi-channel
Strategic Recruitment Leads to Student Success
Students don’t read email…
• First, I don’t entirely buy this• Increase frequency of email contact• Managing opt-out is huge priority• Test delivery time, subject lines• Every campaign must be multi-channel• Don’t trust students to read their email? Work the
influencers.
Strategic Recruitment Leads to Student Success
Influencers
• Portal/monthly newsletter to guidance counselors
• Parent specific communications (from current parents)
• Monthly newsletter to current parents
Strategic Recruitment Leads to Student Success
Students don’t read email…
• First, I don’t entirely buy this• Increase frequency of email contact• Managing opt-out is huge priority• Test delivery time, subject lines• Every campaign must be multi-channel• Don’t trust students to read their email? Work the
influencers.• Personalize, personalize, personalize
Strategic Recruitment Leads to Student Success
Personalize, personalize, personalize
• Every email is addressed to a student by name
• Every email is signed by a human being, not an “Office of”
• Every email has a reply-to address that humans check
Strategic Recruitment Leads to Student Success
Maximizing admission counselors
Old model:• Receptionist answers
phone and greets visitors. • Phone calls are routed to
“counselor on call” –that is if you can find them and they aren’t already on the phone.
• Emails answered by a student worker
New model:• Answer Center
1 FT staff and 2 rotating admission counselors triage all incoming phone and email
• Welcome TeamStudents greet families/run check in
Strategic Recruitment Leads to Student Success
More maximizing…
Extended hours:• Open 20+ Saturdays a
year
• Answer Center is available 8:30 am – 8:00 pm EST March-May 1
Not just harder, but smarter: • Completion of an interview
evaluation automatically sends a personalized email from counselor referencing something specific from the interview
Strategic Recruitment Leads to Student Success
International Campaign
• Using SSS to identify and target students who meet our language proficiency (all sources)
• Engaging a strategic partner to develop CN and KR language microsites and host videos internationally
• International student email campaign• One campaign targets prospects, different campaign targets
applicants/admits/waitlist• Delivery schedule targeting evening in east Asia• Messages translated into traditional Chinese
Strategic Recruitment Leads to Student Success
Nursing Campaign
• “Deeper” SSS criteria than we use for our general nursing population
• Direct mail series (think: nursing)
• This year running tests with SSS students who indicate interest in “pre-health professions” or students who indicate pre-med but might not be competitive for admission to that program
Strategic Recruitment Leads to Student Success
Theater Campaign
• Aggressive scholarship leveraging• Poster program to high schools promoting fine-arts
scholarships• Aggressive email campaign• Using SSS to identify students who participated in theater >2
years, but didn’t list it as major• Online information session featuring faculty and current
students• Experimenting with paid Facebook ad placement
Strategic Recruitment Leads to Student Success
Is it working?
• Class of 2016 is largest, most diverse and most academically accomplished in modern history of CWRU
• First to second semester retention cracked 98% for first time
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Applications
Strategic Recruitment Leads to Student Success
Jonathan’s contact info:
Jonathan WehnerDirector of Recruiting and Strategic InitiativesCase Western Reserve University
Strategic Recruitment Leads to Student Success
Jonathan’s chili recipe (heavily borrowed from ATK):
• 2 onions• 2 red bell peppers• 6 cloves garlic• 2 lbs ground round• 2 16 oz cans red kidney beans• 2 28 oz cans crushed tomatoes• ¼ cup chili powder (Mexican for heat)• 1 tbsp cumin• 1 tsp each red pepper flakes, oregano• ½ tsp cayenne pepper
• In your Dutch oven, brown veggies and bloom spices in 2 tbsp of veggie oil
• Brown ground round half at a time in same pot, get some good sear on it before you break it up
• Add tomatoes, turn to low, simmer for 1 hr
• Add beans, continue simmering on low for 1 hr
• Skim any grease and serve w/ lime, cheese or crème fraîche