Developing a Marketing and Recruitment Plan 6-4-13 - AACP

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Developing a Marketing and
Recruitment Plan


Improve your applicant pool and
enrollment numbers


Mackenzie
Buxcel
, Director of Admission

Creighton University School of Pharmacy and Health Professions

(402) 280
-
2662

MackenzieBuxcel@creighton.edu


Christine Stumm, Registrar and Assistant Director of Admissions & Advisement

University at Buffalo, School of Pharmacy and Pharmaceutical Sciences

(716) 645
-
2776

crm23@buffalo.edu

Stages

1.
Planning

2.
Attract and Recruit

3.
Enroll and Retain


Resources

1.
Human

2.
Technology

3.
Financial

Planning


Define Your Targets


Who do you want, where are they from, how many?



Define Your Brand


What is your program known for, what do your targets want?



Assess Recruitment Needs Compared to Resources


What do you need to accomplish recruitment and marketing goals?



Utilizing Your Most Important Resources


Faculty, staff, advisors, students, alumni, other departments



Develop a Communication Plan


Electronic and “old school” communications




Attract and Recruit


Travel


Graduate Fairs, Career Fairs (careful), Health Science Advisor meetings,
Pre
-
Rx Clubs, Information Sessions, Class Presentations



Print Media


Publications….are they current? Relevant? Do they make an impression?



“Traditional” Means of Communication


Calling Campaigns, Email, Mailings



Campus Events


Open House, Discovery Day, Orientation, Interview Sessions



Electronic Communication


Websites, Social Media, Online Advertising, Webinars, Search Engine
Marketing, E
-
Newsletters, Virtual Chats, Automated Responses and
Referrals




Content


Include top benefits wherever
possible


Admissions and cost/aid


Audience
-
specific content


Student and faculty blogs


Directory and FAQs

Navigation


Search function


Consistent global navigation on all
pages


Two clicks or less to admissions and
cost/aid


Search Engine Optimization

Functionality


Inquiry/more information form


Visit request/event RSVP


Application checklist


Live chat/IM


Tuition/aid/scholarship calculators or
estimators


Student and faculty blogs


Student and faculty profiles with
contact information


Interactive features




Your website:

The Most Comprehensive Communications
Resource in your Recruitment Marketing
Plan.

Social Media


Start a Facebook page and MAINTAIN it



Maintenance is the key to keeping
prospective students coming back for
more



“Find us on Facebook”



Before creating the page, it must be
decided who will maintain it and how
often



Encourage faculty, students, staff to get
involved



Facebook Pages vs. Advertisements



Social Media

Twitter


Link Facebook posts


Frequent tweets


Hashtags



Retweets


YouTube


Create Videos


Share Relevant Videos


LinkedIn


Create a Closed Alumni Group


Notify Alumni Affairs with New Members


Auto Welcome Message


Subgroups (different types of pharmacists,
alumni volunteers)


Post Jobs


Pinterest


Info Graphic (
http://infogr.am/
)


Text on Pictures (
http://www.picmonkey.com
)


Original Content (not just
repins
)


Re
-
Targeting

Enroll and Retain



Be Helpful and Informative


Be Timely


Be Receptive


Engage




Students will
change their
minds at various
points in the
enrollment funnel

Other Resources


IT Departments


Other Health
-
Related Schools


PCAT Search Service


Summer Research Programs


Professional Organizations and Publications


AACP


Undergraduate Admissions and Undergraduate
Advisors



Graduate Admissions and Graduate Advisors


SWOT Analysis

Questions or Comments?


Thank You!