Undergraduate Recruiting and Department Promotion

The Problem!

UW System Dairy Science Enrollment

020406080

100120140160180200

19801981198219831984198519861987198819891990199119921993199419951996199719981999200020012002200320042005

UW-Madison UW-Platteville UW-River Falls

8 incoming freshman

The Cause???

• Higher campus admission standards.• Lower ACT scores for students from rural

schools and low income communities.• Working 4-6 h/d on farm?• Higher Tuition.• Less farms, smaller pool to recruit from.• Perception that the quality of education

at UW-P and UW-RF is on par with UW-Madison.

• Majority of FFA instructors are UWRF and UW Platteville graduates.

The Solution:Marketing Plan• Department establishes a Recruiting and

Department Promotion Committee 1/05.• Dairy Science contracts with TVM Marketing

7/05.• Market plan is approved 10/05.

– Communications goal as developed jointly by Dairy Science and TVM:

• Extend reach and frequency of the department’s recruiting program

• Build a positive, credible brand perception• Create buzz• Position the department as the nation’s leading dairy

science program and the hub of dairy industry information

• Measured by: Increase in undergraduate students to 100 by the 2008/2009 class

Brand Promise:The University of Wisconsin-Madison Dairy Science Department is the center of excellence and leadership in dairy science education and discovery, so you can be confident you’re gaining the ultimate college experience.

Brand Logo:

Establishing the Brand: Points of Differentiation

Recruiting/Promotion Plan

• Student data collection• Direct mailings to

prospective students• Trade magazine

advertisements• Trade show booth

graphics• Trade show

participation and hooks• Website redevelopment

– wisc.edu/dysci• Recruiting CD Rom• Post-it-notes for parents

• Dairy Science bookmarks• Redesigned letterhead• Communications and

school year intern• News and feature press

releases• Dairy Science golf outing• Dairy Science student

ambassadors• High school senior open

house• Campus visits• Capabilities

brochure/folder

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Special Initiatives• Undergraduate “Dairy Legacy”

Scholarships– $5,000 freshman scholarships (7/y)

• Veterinary Scholars Program– Goals are to increase both the number of

undergraduate dairy science students and food animal veterinarians.

• Admissions Program– Targets students with production ag interest– Goal is earlier admission by avoiding deferral– Departmental supervision and tracking of

admitted students

Recent Trends

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50

2215

23 2329

20

815 16

25

0

20

40

60

2003 2004 2005 2006 2007

# Students

Applicants Admits Enrolled

Questions????