Enhancing Graduate Admissions and Recruitment through Innovative Marketing Strategies
"Discover how the Office of Graduate Admissions and Recruitment (OGAR) implemented inbound marketing tactics to streamline the application process, leading to a significant decrease in waiting time for admission decisions. Explore the impact of organic publishing, paid advertisements, and CRM communications on attracting and converting prospective graduate students. Learn about the results, insights, and strategies driving successful recruitment efforts in a decentralized educational system. Join us on a journey of engagement and discovery in graduate education at WVU." (Words: 172, Characters: 938)
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Presentation Transcript
GRADUATE ADMISSIONS AND RECRUITMENT (OGAR)101 Shelly Quance, Director Shannon Nicholson, Program Director
OFFICE OF GRADUATE ADMISSIONS AND RECRUITMENT (OGAR) Created in 2014 Responsible for recruitment and processing
GRADUATE EDUCATION AT WVU Decentralized structure Unique admission requirements and deadlines ALL admission decisions made by individual programs
REDUCING AMOUNT OF TIME APPLICATIONS AWAIT DECISION Processing done cradle to grave Out to Department reports shared App Review Launch Review with unofficial transcripts
THE RESULTS A snapshot comparison between March 2017 and March 2018 showed a 29.8% decrease in the number of applications Out to Department awaiting admission decisions.
OGAR MARKETING AND RECRUITMENT OGAR intends to guide potential graduate students to their graduate school decision through a seamless, cross- channel experience that offers frequent opportunity for discovery, engagement, and action utilizing organic publishing, paid advertisements, and customer relationship management (CRM) communications. Inbound & Re-Engagement
INBOUND MARKETING Awareness Content Channels SEO Social Media (Organic) Social Media (Paid) Blog Posts
INBOUND MARKETING Lead Generation Consideration Content Awareness Content Blog Posts Downloadable Landing Page Guide
INBOUND MARKETING Application Conversion Behavioral Data Direct Lead Program of Interest Email Research Area of Interest
INBOUND MARKETING 963 applicants influenced by Inbound 451 applicants sourced from Inbound 602 enrolled students influenced by Inbound 327 enrolled students sourced by Inbound ROI: (Avg. Tuition x 327 enrolled) - COB = ~ $ 5,700,000.00
LAUNCH OF TARGET X Process Fall 2020 applications Up and ready by mid-September 2019 Collaboration with Technical Team, WVU Online, University Relations
