Enrollment Services Division: Undergraduate Admissions

ENROLLMENT SERVICES DIVISION: UNDERGRADUATE ADMISSIONS

PROGRAM ASSESSMENT PLAN & REPORT: AY 2014-2015

Program Rationale/Purpose Statement:
Marketing / Recruitment Target Statement:
Goals of the Program/Corresponding Classes:
Implement intentional recruitment efforts and communication for Junior and Sophomore recruitment.
Continue to integrate innovative marketing approaches into traditional student recruitment.
Section One: Describe all department activities with respect to improving student learning in the major. This may include new faculty hires, course revisions, assignment creation, rubric revisions, goal evaluations, etc.
Section Two: Describe which program goal(s) in the Major Program Plan was assessed during the academic year.
Section Three: Describe analysis of assessment data and action plans for upcoming academic year.
Intended Outcomes/Assessment Criteria:
Intended Outcomes 1: Increase brand awareness and performance based marketing for all Tiffin students.
Assessment Criteria:
1.  Market to High School Juniors.
2.  Consider early application for Juniors.
3.  Implement new events to promote our campus programs.
4.  Establish a marketing plan for our Dual Enrollment Program and College on Campus programs.
Section One - Activity Statement:
·  Marketed to High School Seniors and Juniors in Ohio and Illinois.
·  Considered early application for Juniors and did not decide to proceed with this.
·  Implemented new events to promote our campus programs-such as a Junior open house.
·  Established a marketing plan for our Dual Enrollment Program and College on Campus programs.
Section Two - Results of Outcomes Activity:
Increase brand awareness and performance based marketing for all Tiffin students. / Met/Not Met
Met
Met/Not Met / Data Details
Data Details
Section Three - Analysis and Action Plans:
2014-2015: Implement intentional recruitment efforts and communication for Junior and Sophomore recruitment.
·  Call once a month to Junior and Sophomore
·  Establish a postcard campaign to send to Juniors and sophomores.
Intended Outcomes/Assessment Criteria:
Intended Outcomes 2: Initiate targeted recruitment efforts in Illinois.
Assessment Criteria:
1.  Send Admission Counselor to Illinois
2.  Market to Illinois Guidance Counselors
3.  Create relationships with schools that have programs aligning with our majors
Section One - Activity Statement:
Sent Admission Counselor to Illinois
Marketed to Illinois Guidance Counselors-also established web based marketing geo-targeted in the state of Illinois
Created relationships with schools that have programs aligning with our majors
2013-2014
Initiate targeted recruitment efforts in Illinois.
2014-2015 / Met/Not Met
Met
Met/Not Met / Data Details
Data Details
Section Three - Analysis and Action Plans:
2014-2015: Continue to integrate innovative marketing approaches into traditional student recruitment.
·  Consider expanding paid search advertising to the traditional student market.
·  Evaluate how to track the “halo” benefits of performance-based marketing for traditional campus students.
·  Consider re-targeting marketing approaches.
·  Evaluate various marketing partners, such as Zinch and Cappex to determine the return on the investment.