Undergraduate Recruiting
Business Objective:
Produce leading local, state and national public and nonprofit sector professionals prepared for leadership roles and committed to diversity, equity and justice.
Marketing Strategy:
Recruit and yield diverse populations of students into the Glenn College educational programs by increasing awareness of the discipline, college offerings, community value and career outcomes.
Tactics and Operation:
Onboard Salesforce Marketing Cloud to allow better audience segmentation and personalized, timely outreach.
Collaborate with student services recruiters and advisors to develop and update campaigns annually. Work with marketing team (social media, design, photography, copy editing) to produce materials. Write promotional content and execute campaign.
Integrate annual NFYS surveys to determine most important messages and platforms.
Develop new print pieces that align with student desires and values, as well as university brand.
Update email campaigns (conversion and yield) to align with audience priorities and university branding.
Automate email journeys based on application and decision deadlines.
Align content across platforms including email, website, social media, print mail, advertisements and recruitment events.
Results:
22% increase in applications since adoption of new email campaign.
A modernized and highly personalized recruitment marketing plan aligned with student priorities.
Brand alignment across campaigns.
“When I talk to my peers at other colleges they are envious that we work so collaboratively with marketing. They copy what we do.”
