1. MAO Student Recruitment Team Marketing-Admissions-Outreach

2. Marketing Outreach Admissions Focus Focus Focus          Build  Promote  Develop  Cultivate  Provide  Convert Visibility Programs Prospects Prospects Services to Student Recruitment Process & Roles

3. Why was MAO initially formed?  Lack of coordinated, integrated communication with prospects  Untapped potential (10,000+ potential students indicated interest in North the previous year)

4. MAO Strategies Data-driven decisions Regular contact with prospects Consistent image and messages Coordinated communications and activities (no duplicated efforts)

5. Prospect Types Targets Inquirers Applicants Enrollments Dropped Enrollments

6. MAO Objective Move prospects to next step (convert) Targets  Inquirers Inquirers  Applicants Applicants  Enrollments Enrollments  Re-enrollments

7. New Tactics 2007-08 Build upon one of the fastest applicant response times in the state Improved marketing effectiveness of schedule and mail to select zip codes and previous 12 months of inquirers/applicants Targeted advertising based on demographic data Mail quarterly e-newsletter to previous 12 months of inquirers

8. 2007-08 MAO Team Goals Increase number of inquiries by 10%  Achieved 10% Increase number of applicants by 1%  Achieved 9.4% Maintain overall conversion rates of inquiries-to- applicants and applicants-to-enrollments  Increased inquiries-to-applicants rate by 2%  Maintained applicant-to-enrollment rate of 45%

9. New Tactics 2008-09  Worked with Accounting department to develop “model” for capturing and managing leads that come in at the department level Developed student ambassadors to host prospects on campus Increased personal contact with more prospects Made contact with high school PTAs and submitted articles or ads for parent/school bulletins and announcements Developed and implemented prospect luncheon that coincided with Spring Fest

10. Tactic Highlight: Prospect Luncheon Sent e-mail and postcard invitations to selected inquirers and applicants RSVPs requested – reminder e-mail sent 75% of attendees enrolled What they told us: We wanted to be invited to campus

11. 2008-09 MAO Team Goals Increase number of inquiries by 10% over 2007-08 Increase number of applicants by 10% over 2007-08 Increase conversion rates of inquiries- to-applicants and applicants-to- enrollments by 3% over 2007-08

12. Inquiry Statistics Total Inquiries 2005-06 754 2006-07 703 2007-08 774 2008-09 1,228

13. Inquirer-to-Applicant Conversion Rates 54% 46%

14. Applicant Statistics

15. Applicant-to-Enrollment Conversion Rates

16. Outreach Activities & Results 2300+ outreach contacts 40 outreach events 41 tours for 254 prospective students E-mail campaign to 1756 “applied but not enrolled” students 87% of outreach inquirers were converted from inquirer to applied status Two enrollment campaigns and fairs

17. Bottom Line: Additional Students at North

18. New Tactics for 2009-10 Systemize communications with and tracking of prospects Develop cutting-edge, highly competitive admissions/registration Web pages and other electronic communications Develop marketing communications with specific appeal to high school prospects Invite more prospects campus events Work with Ed Fund to ensure scholarship strategies are aligned with enrollment strategies