Expertise Levels
Entry level: Messaging conveys brand value; communication plans integrated with the recruitment process, beginning at the prospective student stage and continuing until the student is enrolled; communications have a clear call to action appropriate for the student; series of communications to alert students when their applications are complete or when items are needed; manage requests from other campus offices to communicate with prospective students, applicants and incoming students; evaluate effectiveness of plan.
Intermediate level: Entry level skills and: messages targeted by student population focus on the key marketing messages of the institution, with particular attention paid to academic outcomes; yield communications plan designed to build commitment to the university; segment communications for specific audiences such as early outreach students, international students, transfer students; variety of media including emails designed to augment and enhance direct mail communications; tele-counseling plan; customized communications based on interests, actions, and demographic data; communications to “stealth” inquiries by optimizing the website with tools like virtual tours, social media and mobile resources.
Expert level: Intermediate level skills and: use of predictive modeling and qualification to group students according to their likelihood of enrolling and use resources accordingly; ensure that front-line staff use predictive data to prioritize contacts; create comprehensive communications plans for parents of prospective students, high school counselors, and other stakeholders; track & troubleshoot issues, report on delivery rates & links accessed, resolve data errors, research/track website site usage, and recommend developments to increase traffic; perform continuous benchmarking of other higher education institutions for best practices and content.