The rapid evolution of electronic technology, from email to the web, is transforming both the ways that prospective students get to know colleges and universities and the ways that institutions interact with those potential students, said speakers at the Institute’s closing session. The speakers were Michael S. Witherspoon, former vice president for national business development for James Tower, and now senior vice president of Jon McRae & Associates, Inc.; and Catherine Cook, CEO, and William Miller, president of Miller/Cook & Associates. They explored the contributions that academic and student affairs officers make to the enrollment management process, and how they might ensure that “the brand promised matches the brand delivered.”

Witherspoon said students expect to be active participants in the recruitment/enrollment process—and they expect to get their information and to communicate electronically. A June 2006 telephone survey of 1,000 college-bound seniors about their college application experience and expectations indicated they expect “to fill out forms online; to see online profiles of other students on campus; a virtual tour of the campus; and online tools like calculators to determine financial aid and tuition amounts.”

What should campuses do to meet these expectations and improve the recruitment process? Cook said campus leaders first need to recognize that “recruitment has become multifaceted—messages and mediums include many audiences such as learning coaches, attorneys, psychologists, personal trainers, and family members, all of whom expect your services to be integrated and focused.” She recommended a number of ways to improve the recruitment process, including expanding e-communication beyond email and web pages, e-communicating with parents and family, giving students the information they want as soon as they want it, and remembering the power of personal contact.

Once a student has decided to enroll in a college or university, Miller said, the recruitment process should continue. “Help the student and family understand what they need to do to prepare for orientation, registration, and the first week of classes.” To ensure that the student re-enrolls after the first term, campus leaders should “encourage active participation, provide theme-based housing, encourage academic engagement outside the classroom, celebrate student success, keep family members involved, and make sure that the student knows how he or she will pay for the next term,” she said.

An integrated communication plan is key to meeting these goals and improving retention rates, concluded William Miller. Such a plan “provides the opportunity for an institution to take full advantage of existing mediums and messages, and is essential to cost-effective, targeted marketing plans.”

The powerpoint presentation is available here on CIC’s website.