Transcript ISU Recruiting Strategy

ISU Recruiting
Strategy
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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
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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)
1-Sep
15-Aug
1-Aug
15-Jul
1-Jul
15-Jun
1-Jun
15-May
1-May
15-Apr
1-Apr
15-Mar
1-Mar
15-Feb
1-Feb
15-Jan
1-Jan
15-Dec
1-Dec
15-Nov
1-Nov
15-Oct
1-Oct
15-Sep
1-Sep
100%
90%
80%
70%
60%
50%
2011 Matriculants
40%
2010 Matriculants
2009 Matriculants
30%
20%
10%
0%
2008-09 2009-10 2010-11 2011-12 2012-13
Search names
Campus visitors
11,032
1,282
498
38%
42,367
58,284
1,539
690
44%
1,739
849
48%
Calls made
4,321
Incoming calls
Live chat launched Feb.
E-mail campaign (duplicated count)
High school visits
283
23,624
34,567
214
125,241
1,991
1,088
54%
135,061
1,214*
38,615
61,765
2,991
1,146,608
209
*3/1/13: 1,214 individual campus visits: 14% increase compared to last year
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“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)
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
Applicants
All
Admits
Unconditional
Admits
AOP
Admits
Average High School GPA Fall 2013
3.03
3.16
3.24
2.37
Average 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
875
Average ACT Composite Fall 2013
20
21
21
18
Average ACT Composite Fall 2012
20
21
21
18
The changing face of enrolled conditional
admits:
Cook
County
CPS
% total
Non-CPS
from 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
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$96,778,378—amount of aid awarded in 2012 at
ISU
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79% of undergraduates receive some form of federal, state
and institutional aid. Average aid package: $9,800
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49% of undergraduates have merit awards: average: $6,500
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52% of freshmen qualified for a Pell Grant
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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%)
Graduation rate for Pell recipients—
full time, degree seeking
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%
Academic Achievement
3.0 =$500.00
Academic Merit
3.3 =$1000.00
2013
2012
2011
Academic Distinction
3.5, 1000 SAT or 22 ACT=$1500.00
Academic Excellence
(2 of the 3 criteria) 3.7 or 1100SAT/
24 ACT or top 10%.= $2000.00
0
Academic
Academic
Academic
Academic
Excellence
Distinction
Merit
Achievement
500
1000
2011
755
429
1413
1685
1500
2000
2012
888
482
1548
1669
2013
919
727
1437
1788
1200
1000
800
2011
600
2012
400
2013
200
0
Illinois Student
Offers
Illinois Student
Kentucky Student
Ohio Student
Midwest
Consortium
2011
660
15
0
58
Kentucky Student
2012
978
10
50
79
2013
1098
27
61
90
Ohio Student
Midwest
Consortium
ISU Laptop Award
2013
2012
ISU Laptop Award
2011
3800
4000
4200
ISU Laptop
Award Offers
2011
4291
2012
4598
2013
4885
4400
4600
4800
5000
Scholarship awards to admits as of
March 1, 2013
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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
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ISU Mobile (Apple,
Android, HTTP://m.indstate.edu)
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Admissions
Classes
Directory
Events
67,675 unique visitors
since 9/4/12 and 7,517
downloads
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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.
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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
Preferred Data Points:
GPA
SAT
Benchmark Data Points:
Student Commitment
Housing Commitment
ACT
Conversion Impact:
State
Zip
High School
Major
Application Date
Method
Staff Child
Profile
Score
No Impact: Gender, Ethnicity, Religion
FAFSA Data Points:
Expected Family Contribution
Student Aid
College Choice 1
College Choice 2
College Choice 3
ROI – Customer Lifecycle
Marketing™: Engagement Score
Talisma Activity
Email
Twitter
Event Attendance
Engagement
Score
Google Analytics
**Last 90 Days of Engagement.
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
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