Past, Present, Future:

1
Past, Present, Future

• How Cal Poly Reengineered Its Admission
  Recruitment Efforts
• Presented by James Maraviglia, Director of
  Admissions
• Donna Amos, Assistant Director of Admissions
• of Cal Poly, San Luis Obispo
• April 14, 1998

2
Cal Polys Location Size

• Located mid-way between Los Angeles and San
  Francisco on Californias beautiful Central
  Coast. Nestled at the base of the foothills, the
  City of San Luis Obispo is approximately 12 miles
  from the ocean and boasts a population of 48,000.
• 16,735 students enrolled Fall 1997

3
Campus Computing

• IBM R24 mainframe
• SIS-PLUS software
• Db2 platform
• LAN

4
Cal Poly The Old Days

• Admissions Processing Unit
• Centralized Functions
• Paper Process
• No Personalization
• Reported to Academic Affairs
• University Outreach Unit
• School Relations
• Very Little Follow-Up
• No Analysis
• Reported to Student Affairs

5
Goal

• Utilize technology available to us to link the
  campus community to prospective students and
  applicants throughout the recruitment and
  admissions process

6
Objectives

• Support various marketing efforts associated with
  recruiting new students
• Communicate with applicants during the admission
  process
• Entice students offered admission to enroll
• Aid in transition between admission and enrollment

7
Actions

• Develop Student Centered Marketing Schemes that
  Focus on the 4 Ps S
• Product Practical benefits of a Cal Poly degree
• Price Best Buy for the money
• Place Focus on San Luis Obispo
• Promotion How we communicate the message
• Service Student-centered approach

8

• President
• VPs
• Administrators
• Staff
• Faculty
• Students

The Traditional Pyramid
9
The Inverted Pyramid

• Students
• Faculty
• Staff
• Administrators
• VPs
• President

10
Redesigning Business Practices

• Decentralized Duties and Responsibilities of
  Processing Unit
• Creation of 4 Workgroups
• Developed Policy and Procedures
• Empowered Staff to Make Decisions
• Implemented Marketing Actions Plans
• Supported All Actions with Improved Technology
• Abandoned the Admission Funnel by Qualifying
  Prospects

11
Reengineered Workplace
12
Technology Must Be Utilized To

• Store,
• Drive,
• Support , and
• Analyze... all of the activities associated with
  this process

13
Recruitment Admissions Flow

• Suspect
• Prospect
• Applicant to Specific Major
• Conditional Admit to Major
• Official Admission
• Entice/Confirm
• Enroll

14
What Have We Done?

• Implementation of New Technologies in Admissions

Electronic App
CD Roms
Electronic Recruiter
Web
15
Electronic Recruiter

• CD ROM
• High School and College Workstations Full View
  Presentation Electronic Recruiter
• Stand Alone Electronic Recruiter/Viewbook
• World Wide Web Viewbook

16
The Cal Poly Electronic Application

• Windows MAC versions produced in-house using
  Macromedia Director
• Downloadable Mailback Feature Fall 1999
• DOS version produced by vendor using Visual Basic
  for DOS
• Mapped to mainframe transactions using
  Powerbuilder
• Nightly Batch Maintenance Cycle Loads

17
World Wide Web

• The Cal Poly Link
• Graduate/Undergraduate Application
• Local
• CSU Mentor

18
Disk/Tape Loads

• Scholarship Services
• Referral Services
• Search Services
• Test Tapes

19
(No Transcript)
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Linking Everything Together!

• Recruitment

• Conversion

• Application

• Admissions

21
Formation of Workgroup

• Admissions team approach to address admissions
  and recruitment needs
• Technical area
• Recruitment staff
• Communications expert
• Letter writer
• Mailing coordinator
• Students

22
RESPONSE

• Cal Polys Document Management Software
• Letters and forms can be generated from data
  stored in the SIS database
• Data files generated nightly for each letter/
  form type
• Extract programs are written in FOCUS
• Each program will access the SIS data files
  directly and extract the appropriate information
• RESPONSE takes the file, transfers it to the PC,
  and generates the letters/forms using WORD macros
  and list merge

23
Prospect Goals

• Track your contacts with prospective students
• Utilize student search services, referral
  services,etc.
• Process contacts under a specific direct-mail
  campaign
• Acknowledge all students who designate outside
  sources forward inquiries to Cal Poly such as
  test takers
• Capitalize on all campus-related leads
• Qualify prospects to reduce workload and better
  focus on qualifed prospects

24
Qualifying Prospects

• Campaign 1
• Campaign 2
• Faculty, Academic Departments, Academic Colleges
• Special Campaigns

25
Campaign 1 - Indirect Inquiries

• Referral Services
• Search
• Test Scores
• Preapplicant Transcripts

26
Campaign 2 - Direct Inquiries

• Follow-up to Campaign 1s
• Phone Inquiries
• Mail Inquiries
• Electronic Recruiter
• WWW
• Email
• Cal Poly Downtown

27
Campaign 2 - Continued

• Campus Referrals
• Academic Departments
• Ag Ambassadors
• Architecture Summer Workshop
• Choral Festival
• Band Festival
• Disabled Student Services
• Educational Opportunity Program
• Health Professions Committee

28
Campaign 2 - Continued

• Campus Referrals - Continued
• Athletics
• Camps
• College Referrals
• College Fairs
• NACAC/WACAC
• Open House Attendee

29
Campaign for Faculty, Academic Departments,
Colleges

• Undergraduate
• Graduate

30
Special Communications

• Letters
• Walk-ins
• Counseling Appointments
• Campus Tours
• Group Visits
• Special Letters from Academic Departments
• Special Postcards to Prospects
• Admissions Officer Visits
• Regional Workshops/Green and Gold Days
• Athletic Events
• College Fairs

31
Interests

• Majors
• Athletics
• Musical Instruments
• Disk Information
• CD Rom Viewbook
• Miscellaneous Information

32
Prospect Campaign 1 Flow

• Acknowledgement Letter/Teaser
• If Teaser Returned, then to Campaign 2 Flow

33
Prospect Campaign 2 Flow

• Letter/Viewbook
• Department Letter/Fact Sheet
• Special Department Letters

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Applicant Goals

• Accurate, timely information must be sent daily
• Opportunity for academic department interaction
  developed

35
Applicant Flow

• Application Acknowledgement Letter
• Department Letter
• Missing Document Letters
• Miscellaneous Letter

36
Admissions and Conversion Goals

• Daily information on the process must be sent
• Timeliness of decision is crucial to the overall
  success of the effort
• Academic departments, associate deans, deans
  interaction

37
Admissions and Conversion Flow

• Conditional Admit Letter/Student Intent to
  Register(SIR)
• Presidents Welcome Letter
• Telemarketing for Colleges
• Welcome Packet/Welcome CD ROM
• Formal Acceptance Letter (upon SIR return)
• Deans Open House Invitation
• Student Telethon
• Regional Reception Invite/Green Gold Days
• Department Welcome Letters
• Ethnic Studies Welcome Letters
• Student Organizations Welcome
• ASI Student Body Welcome Letter
• Vice Presidents Welcome to Confirmed Students
• Summer Advisement Program Registration

38
The Cal Poly Link

• To support the various marketing campaigns
  associated with the admissions process
• To assist the university in adopting a
  coordinated approach to communication to guide
  students through the process
• To enhance various marketing efforts for students
  progressing though our recruitment admissions
  process

39
CSU Field of Dreams
If you build it, they will come...
40
Advertising PiecesThe Cal Poly Block
Welcome CD ROM
Chamber of Commerce
SLO Life
Special Merit Certificates
Residence Living
Housing
Campus Visit Brochure
Welcome Packet
Newsletters
Viewbook CD ROM Hard Copy
Dept. Fact Sheet
WEB
Postcards
Bumper Stickers
Teaser Piece
41
Outcome Assessment

• Prospect Analysis
• Market Analysis
• Application Analysis
• Admissions Analysis
• Outcome Analysis

42
Total Prospect Count
127,000
121,000
90,000
60,000
32,000
43
Prospect AnalysisFall 1997 - Total Prospects
127,000
44
Top Initial Prospect Sources Fall 1997
45
Market Analysis Top Feeder High Schools by
Admit Fall 1997
46
Market Analysis Top Feeder by Region (Region
4) Fall 1997
47
Market Analysis Top Feeder High Schools by
College of Engineering Fall 1997
48
Trend of Undergraduate Applications Received
17,536
16,676
15,600
15,470
13,980
14,176
13,525
12,211
49
Electronic Applications Filed
50
No Show CompetitionOverall/Fall 1997
281
218
190
186
172
49
39
37
51
No Show CompetitionBy College of
Engineering/Fall 1997
94
82
75
61
45
14
52
No Show CompetitionBy Major of Mechanical
Engineering/Fall 1997
19
12
11
10
5
53

• Someone draws a line and says,
• This is as far as your university can go.
• (A) You nod and toe the line.
• (B) You frown and straddle the line.
• (C) You laugh, jump over the line and never turn
  back.
• If you chose (C), congrats. Your university will
  grow and prosper.