Why Are We Here?

Why Are We Here? Colleges/Universities Accepting Students after May 1 Self-Reported Information Provided to NACAC 438 Schools in the U.S. 40 in Pennsylvania

314 beautiful campus located 30 minutes outside Philadelphia GMercyU Overview 2,800 students 314 beautiful campus located 30 minutes outside Philadelphia 2,000 Undergraduate 800 Graduate 67% on-ground 33% online

Competitive Landscape 46 four-year PA colleges/universities within 30 miles of GMercyU^ 35 Private, Non-profit 31 of a Similar Size 12 Roman Catholic ^College Scorecard

Behold the Silo Online/ Graduate Admissions Undergraduate Admissions Campus Marketing Online Marketing Financial Aid

First Steps Asked a lot of questions and started to collect and analyze the data. What’s working from a Marketing and a recruitment perspective? Where should we invest more heavily? Where should we reallocate budget and resources? Does our Search vendor deliver projected results? No, not really. Do our materials reflect best approaches based on market research? No, not really. Do our website pages provide clear calls to action and next steps? No, not really. Are we spending too much on postage? Does it result in better attendance? No, not really. If we add radio spots before major admissions events, does attendance improve? Yes! If we experiment with email subject lines and date/times, do we get better response rates? Yes!

Next Steps Asked a lot of questions and spent some time pulling apart the budgets. How can we best pool our resources? Where can we create efficiencies?

Bolder Steps Inter-Departmental Problem-Solving Meetings Marketing and Admissions started re-allocating funding to maximize available dollars. Decisions became more collaborative.

Two Becomes One Marketing and Enrollment Management Admissions This approach led to the combining of the Marketing & Admissions departments. Marketing and Enrollment Management Admissions Marketing & Communications

Cross-Campus Collaboration Inter-Departmental Problem-Solving Meetings Academic Affairs Financial Aid Admissions IT Bursar Marketing Finance Registrar Residence Life

Problem Solving COLLECT: List the pain points COMMISERATE: That affects me too PRIORITIZE: Most universally painful, easiest to fix, available resources… PLAN: Topic Action Item Person Responsible Due Date Status Notes

Two Becomes One (Again) Marketing and Enrollment Management Admissions Financial Aid Marketing & Communications

Positive Impacts Accountability Open Communication More & Better Data Data-Driven Decisions Stronger Collaboration Financial aid present at major recruitment events; systems-related and other decisions made with input of multiple teams; less complaining

Positive Impacts Texting Capability Marketing Automation via CRM Faculty Engagement FAFSA Completion Tracking Customer Service Pre-Event Confirmation Calls “Less Crazy Summer” Financial aid present at major recruitment events; systems-related and other decisions made with input of multiple teams; less complaining

New Campus UG Enrollment

University Fall Enrollment

QUESTIONS?