melissa t. gorbandt katie herschede, ed.d. · 2016-07-14 · • school visits • legislative...

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Strategically Engaging Your Chief Executive Officer in Student 

Recruitment…and selected tales from the “road”

Melissa T. GorbandtDirector of Admissions, Northern Kentucky University

Katie Herschede, Ed.D.Executive Assistant to the President/Secretary to the Board, Northern Kentucky University

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• School visits

• Legislative visits

• Council on Postsecondary Education visits

• Alumni receptions

• Community outreach (United Way, Chambers)

• Community Colleges

• Military Bases

• Library and Mathematics awards/receptions

• Newspaper ads

• Evening receptions for prospective students

• Evening receptions for community leaders

• Evening receptions for prospective post‐traditional students

OUR FOCUS – YEAR ONE

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New student recruitment

OUR FOCUS – YEAR TWO

President

Admissions

Marketing & Communications

Government & Community Relations

Alumni Affairs

Distance Education

Transfer Services

Information Technology

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REGIONAL FOCUS AREAS

VISITS YEAR ONE

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VISITS YEAR TWO

Year OneYear TwoBoth Years

Pre‐Planning

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EXAMPLE OF CORRESPONDENCE

SAMPLE HS VISIT SCHEDULE

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POSTCARDS TO POST‐TRADITIONAL STUDENTS

LOCAL STUDENT PROFILES

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LOCAL STUDENT PROFILES

STUDENT STORIES PITCHED TO LOCAL MEDIA

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DIGITAL INTEREST CARD

ADVANCE PR WITH HIGH SCHOOLS

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The President’s High School Presentation

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HEALTH INNOVATION CENTER

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CAMPUS RECREATION CENTER

Residence Life

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Broader Engagement

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USE YOUR ALUMNI BASE

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ALUMNI DINNER

TWEETS AT EVERY SCHOOL

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ENGAGE CURRENT STUDENTS

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6,000 MILES

28 DAYS ON THE ROAD

8,000 STUDENTS

75 HIGH SCHOOLS

35 COUNTIES (1/3 OF THE STATE!)

9 ADMISSIONS RECEPTIONS

10 COMMUNITY COLLEGE VISITS

500+  ALUMNI

100 CAMPUS PARTNERS

BY THE NUMBERS

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Other Presidential Recruitment Initiatives

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LUNCH WITH SCHOLARSHIP STUDENTS

PRESIDENTIAL CORRESPONDENCE

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AWARDS DINNERS

EVENTS AT PRESIDENT’S HOUSE

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• Phone calls

• Meets with VIP prospective students

• Principals for breakfast and then tour with Melissa

• Speaks at honors nights at high schools

• Always connecting with people in the community around admissions

OTHER INITIATIVES…

ROI & Lessons Learned

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Return on Investment

• Strengthened markets outside of immediate service region

• Opened the door to more than a “cafeteria visit”

• Increased Presidential knowledge about enrollment management and incoming student interests

• Increased admits, confirms, and enrolled from the schools visited

• Developed relationships with new counselors –opportunity for follow up visits from admissions counselors

ENGAGE DYNAMIC PROFESSORS

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ENGAGE DYNAMIC PROFESSORS

BUILD ON PREVIOUS EXPERIENCES

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ENGAGE THE AUDIENCE

DON’T RUN OUT OF GAS

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• Manage expectations• Takes 3‐5 years to develop new markets

• These trips aren’t glamorous

• Understand that this is a long‐term relationship between the President and Admissions

• Keep it simple…same presentation, same preparation

• Decide how to engage schools after your visit.

• Have an “exit” strategy – how long is this sustainable?

LESSONS LEARNED

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• Make sure your team has a good relationship and understands the goals

• Similar tastes in music helps!  Listened to 1,853 country songs

• Have contingency plans• Traffic

• Someone is sick

• Technology doesn’t work

• Have to have a champion from the President’s Office

• Don’t forget to say thanks!

LESSONS LEARNED

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Questions?

Melissa Gorbandt

gorbandt@nku.edu

Katie Herschede

herschede@nku.edu