By Heather Zimar, AACRAO Associate Director, Publications & Journals
Jason Trainer and Margaret Dalrymple of Indiana State University shared with AACRAO’s 32nd SEM Conference attendees how they “scaled to succeed” in their recent recruitment efforts. In light of a declining college-going rate in the state,
particularly in 2020-21, Indiana State wanted to determine how best to approach recruiting students and took the following steps:
External scan: A survey found there was a lack of awareness among the families and prospective students.
Internal scan: Interviews with the campus community revealed the university’s strengths, community members’ passions, and what about the campus makes a difference to students.
Created a vision: Clarified messages to send out to prospective students and families.
“We went out and had a lot of hallway conversations,” said Trainer. We spoke to students, faculty, athletics staff, and donors. We asked them, “What are you passionate about? Where are we having success?” Trainer said. Soon, he
said, patterns emerged as leaders found they were having similar conversations over and over again. “There are champions that stand out,” he said.
The process resulted in Indiana’s Vision and Accountability Plan, which focused on “becom[ing] the choice by scaling [their] authenticity.” The campus created the Indiana State Advantage: 2021-2022 Recruitment Campaign, which focused
on the message that Indiana State offers what might only be expected from an exclusive private university in a way that is inclusive of students from every background.
Messaging included:
“Private school approach, public school accessibility”
“Professors who know their stuff. And, just as importantly, know you.”
“Life-broadening experiences, minus the eye-watering price.”
Other elements included:
A last dollar-in scholarship program that covers the remaining tuition after non-repayable and federal financial aid is applied.
Up to $3,000 for every student to pursue research, internship, education abroad, or a service trip experience while completing their degree at Indiana State.
Eligible students are guaranteed to complete a bachelor’s degree within four years. If not, the remaining courses are tuition-free.
Results of the campaign included a 7 percent increase in freshman enrollment; gains in minority populations; a large increase in students from Indiana; increases in Illinois and St. Louis students; and more students with Pell Grants.
“We really felt like we rebounded,” Dalrymple said.