Developing a Marketing and Recruitment Plan

Improve your applicant pool and enrollment numbers

Mackenzie Buxcel, Director of AdmissionCreighton University School of Pharmacy and Health Professions

(402) 280-2662MackenzieBuxcel@creighton.edu

Christine Stumm, Registrar and Assistant Director of Admissions & AdvisementUniversity at Buffalo, School of Pharmacy and Pharmaceutical Sciences

(716) 645-2776crm23@buffalo.edu

Stages

1. Planning

2. Attract and Recruit

3. Enroll and Retain

Resources1. Human

2. Technology

3. Financial

Planning• Define Your Targets

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

• Define Your BrandWhat is your program known for, what do your targets want?

• Assess Recruitment Needs Compared to ResourcesWhat do you need to accomplish recruitment and marketing goals?

• Utilizing Your Most Important ResourcesFaculty, staff, advisors, students, alumni, other departments

• Develop a Communication PlanElectronic 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 MediaPublications….are they current? Relevant? Do they make an impression?

• “Traditional” Means of CommunicationCalling Campaigns, Email, Mailings

• Campus EventsOpen House, Discovery Day, Orientation, Interview Sessions

• Electronic CommunicationWebsites, 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 FAQsNavigation•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 MediaTwitter•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!