University of New Mexico Report July 1, Preparing for EMT Connect Implementation University of New Mexico Brent A. Gage, Ph.D. July 1, 2009

University of New Mexico Report July 1, Project overview Aligning technology with enrollment goals –Maximizing effectiveness through use of Hobson’s EMT Effective market segmentation –Development of communication plan Determining communication path from recruitment to enrollment  Identification of key market segments and messages Development of templates The VIP page Interface development Integration through all phases of the enrollment process Tele-counseling with EMT

University of New Mexico Report July 1, Aligning technology Keys to success: –Examination of overall enrollment goals: Increase application numbers, Automate communication with prospective students, and Better inform student of events and increase attendance Development of a plan for students at each point in the funnel –Using EMT, a communication plan can be developed to evolve as students move through the recruitment cycle. –Each phase (prospect, inquiry, applicant, admitted and confirmed) can have message targeted to move students through the process. –Specific message that highlight UNM’s strengths based on the students interests can be communicated.

University of New Mexico Report July 1, Aligning technology, continued Using EMT to address what students want to know most! 1.Quality of Programs 2.Outcomes of UNM Graduates 3.The value of the UNM degree 4.Opportunities of experiential learning 5.Quality of Faculty

University of New Mexico Report July 1, Effective Market Segmentation Determine how Hobson’s EMT can assist you in messaging key market segments you want to recruit: –High ability students, –Multi-cultural students, –Non-resident students, –Transfer students, and/or –Specific academic programs. Development of communication plans: –What additional contacts or key pieces of information to you want to provide to your target segments? –How do these messages fit into the overall messaging being sent from UNM? –What events or programs do you want to host to increase engagement within segments?

University of New Mexico Report July 1, Effective Market Segmentation (Continued) Work collaboratively with academic colleges and departments to craft messages. Profile students to demonstrate outcomes and experiences at UNM for target populations. Keep students engaged, but not overwhelmed!

University of New Mexico Report July 1, Developing Templates Develop templates in Hobson’s EMT to mirror your institutional image –Make sure your prospective students know who is talking to them through consistent images that do not distract from the message Develop additional templates for various market segments. –Make the students aware they receiving messages designed for them Be creative in the use of subject lines that relate to the purpose of the communication.

University of New Mexico Report July 1, Developing Templates, Continued Strive for consistency in your messages through electronic, print and web media and communication. –The goal of a communication is a call to action and an increase in awareness of why UNM is a great choice to pursue their education. –Avoid providing too much information or too many design elements. They may distract from the purpose of the communication. Use EMT to track and measure the success of your communication efforts. –Learn what works well-and what does not.

University of New Mexico Report July 1, The VIP Page What areas do you want to highlight for students who log-in? –Students will use the page if the information is useful to them What is your strategy to keep in information contained within the VIP page current and new? –If the content is not dynamic, students will lose interest quickly

University of New Mexico Report July 1, The VIP Page, Continued How will you use what you learn through the VIP page to market to your inquiries? –You will learn their interests in all aspects of campus life from academics to student activities. This is great information if you can incorporate it into your communication plan. How will you connect your VIP page to other social networking sites such as facebook? –While the VIP sites are great, Facebook is where they live so you need to keep them connected to the University of New Mexico

University of New Mexico Report July 1, Interface Development What data is needed to execute your communication plan? –What data is needed to build the queries your communications require? –Where is this data housed? Banner, secondary systems, test score loads, inquiry forms, etc. –Determine what must be included in the interface to allow for success Set a timeline for review of the interface. –Meet with key admissions staff and IT personnel quarterly to discuss the data needs of EMT from the interface Your needs will evolve and change over time-have plan for managing the interface!

University of New Mexico Report July 1, Interface development, Continued Determine which messages should be sent from EMT and which from Banner –“ Cake versus frosting”…only highly functional MyUNM needs should be sent from Banner Allow test scores loaded in EMT to assist in minimizing duplicate record creation though the passing of the Banner ID to Hobson’s for matching. Bring over more than you need if you think you might need it, but don’t go overboard!

University of New Mexico Report July 1, Campus Integration Think of creative ways to include other areas key to enrollment within your communication plans –Financial Aid: Increasing completion rates for those selected for verification Marketing need based scholarships to those who meet the criteria –Housing: Initial contracts and roommate selection Move-in day information –Orientation: Encourage sign-up Follow-up with students who have attended to determine if there are additional questions

University of New Mexico Report July 1, Campus Integration, Continued The ultimate goal of the communication plan is yield! –Using a consistent and timely stream of communication you can make to process of becoming a UNM student as simple and streamlines as possible.

University of New Mexico Report July 1, Tele-counseling with EMT EMT can provide you with current data of students at any point in the process. –The philosophy of “courtesy calls” that include a call to action for the student removes the sense of tele-marketing. –Only call if you have something you need the student to do, for example: Apply by the scholarship deadline, Attend senior day, Complete the application, Sign-up for Orientation. –Track and measure results to use as useful data in developing enrollment projections.

University of New Mexico Report July 1, Tele-counseling with EMT, Continued Communications must be shared with call center staff. –Keep call center staff informed of what the students are receiving and why they may call with questions.

University of New Mexico Report July 1, Conclusions Between now and the September implementation, UNM has a tremendous opportunity to create an effective communication plan to assist in meeting enrollment goals –This effort will make the implementation process highly effective and will allow UNM to see the benefits of the technology in this recruiting cycle Start small and grow to a fully implemented communication plan –This time will allow you to find out what is working well and how to best use EMT to meet your needs The admissions process is successful when a student enrolls –Use this technology to assist student with navigating the process from prospect to Lobo. When used well, EMT can even assist in transitioning students to MyUNM which will be their point of contact as a student.

University of New Mexico Report July 1, Conclusions, Continued Start small and grow to a fully implemented communication plan. –This time will allow you to find out what is working well and how to best use EMT to meet your needs Engage your IT staff as they are critical partners in making EMT successful. Tell your story: –Let the academic community know that you can assist them in messaging their students. –Show examples of what can be sent at no cost to the departments. –Share the results of how effective the communications have been. –Teach bests practices-what works and what does not.

University of New Mexico Report July 1, Conclusions, Continued Challenge the campus community to make their web-presence as good as what your are they are receiving during the recruitment process. –After all, that is where you will be directing them in many cases and it is what they will come to expect.

University of New Mexico Report July 1, Time spent now in planning for the implementation will maximize the effectiveness of the Hobson’s staff who will be on site to assist in the process. Development of your communication plans will allow you to plan for the Banner interface which makes effective communication possible. As you become more familiar with the technology and how it can assist you in meeting your enrollment goals, EMT will become an essential tool for the areas of Enrollment Management at UNM.

University of New Mexico Report July 1, Thank you for the opportunity! Brent A. Gage, Ph.D. AACRAO Senior Consultant Assistant Vice Provost for Enrollment Services Northern Illinois University