College Recruitment as a Campus-Wide Effort Carrie Hilger University of St. Thomas Master of Business Communication December 18, 2007

University of St. Thomas Office of Undergraduate Admissions –My employer –Shares information about campus –No formal communication process with other offices

Research Question Is there an opportunity for the Office of Admissions to strengthen their communication with other campus departments by offering them assistance with their marketing activities?

Purpose Admissions knowledge and experience Establish a two-way relationship

What I wanted to know Four categories –Current types of marketing and communication performed –Motivation behind marketing –Willingness to work with admissions –Impediments to marketing

Research Process 622 paper surveys St. Thomas faculty and staff 126 surveys returned 20% response rate 17 questions about departmental marketing

What marketing or communication tools does your office use to reach current and/or prospective students? Response OptionPercentage Choosing the Response Web site (kept updated and current)89% Department brochures82% Information sessions or events68% Newsletter (Web or paper based)56% Department bulletin board56% Flyers, posters or table tents52% Career fairs or industry fairs34% Alumni outreach activities29% Other (please specify)18% None2%

What motivates your office to conduct these activities? Response OptionPercentage Choosing the Response Increase awareness on campus of department programs and services 71% Increase the number of current students using department services 65% Inform the campus community about an event on- or off-campus 64% Increase the number of current students enrolled as majors/minors 58% Connect with constituents (i.e. alumni, colleagues, students, etc.) 55% Increase the number of prospective students enrolled as majors/minors 53% Other (please specify)10%

If your office/department was looking to start or expand its marketing toward prospective students, would you contact the Office of Admissions? Response OptionPercentage Choosing the Response Yes52% No9% I don’t know39% Total100%

To what extent do you agree or disagree with the following statements? ResponsePercentage Choosing the Response Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree Time26%31%17% 7% Funding17%33%27%17%3% -Time hinders my department from performing marketing and communication activities. -A lack of funding impedes my department from performing marketing and communication activities

Key Findings No need to assist in basic marketing strategies Raise awareness of prospective student marketing Admissions not a resource Lack of knowledge about effective marketing

Research Question Is there an opportunity for the Office of Admissions to strengthen their communication with other campus departments by offering them assistance with their marketing activities?

Recommendation The Office of Undergraduate Admissions should reach out to assist other departments with marketing and communication activities.

Questions? Thank you.