How Innovative Marketing Helped Kansas State University Polytechnic Campus Grow New Student Enrollment by 71%
When Dr. Christopher A. Smith assumed the role of Executive Director of Enrollment Management, Marketing and Financial Aid at Kansas State University Polytechnic Campus, he made it an immediate priority to revolutionize recruiting. “Our admissions representatives were still spending a lot of time standing in high school gyms with 75 other recruiters,” he said. “We basically had a cookie-cutter approach, and that needed to change.”
One of Dr. Smith’s first initiatives was to implement what he calls a “consultative approach” to admissions, which refers to the way Kansas State University works with potential applicants as well as with its third-party marketing partner. Dr. Smith’s new strategy involves taking a highly personalized approach to communicating with students that focuses on their individual needs and motivations, particularly through the use of variable print strategies.
This presentation will describe the techniques Dr. Smith employed to deliver customized messages to unique groups of high school students. It will highlight the incredible YOY results his institution achieved in 2018, including a:
• 53% increase in new students.
• 17% increase in start rate.
• 49% increase in personalized campus interviews/visits.
• 23% increase in total applications.
• Nearly 50% increase in freshmen enrollment, accounting for the largest freshmen class in five years.
• 118% increase in new students in the pro-pilot program, resulting in full capacity.
• 32% increase in on-campus living.
• 45% and 33% increases in female and minority populations, respectively.
Christopher Smith Kansas State University Polytechnic Campus
Monday, November 4, 2019
1:30 PM - 2:30 PM
Manchester, Mezzanine Level
First Learning Outcome: Embrace the use of data to identify students they would like to target.
Second Learning Outcome: Customize outreach messages based on which grades students are currently in, particularly through the use of highly focused print marketing initiatives.
Third Learning Outcome: Understand how working with the right third-party partner can create the ideal balance of enrollment management and marketing.
Core Competencies: Interpretation and Application of Institutional and External Data, Leadership and Management
Proficiencies: Admissions: Creating a Communications Plan, Enrollment Management: SEM Assessment
Intended Audience: Some experience in the profession, Senior management (President, Provost, Vice President, Vice Provost)