TELLING OUR STORYmanoa.hawaii.edu/undergrad/caa/wp-content/uploads/... · Strategic Planning for...
Transcript of TELLING OUR STORYmanoa.hawaii.edu/undergrad/caa/wp-content/uploads/... · Strategic Planning for...
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TELLING OUR STORY SELLING THE EXPERIENCE Leveraging Internal Talents to Rebrand and Drive Enrollment presented to COUNCIL OF ACADEMIC ADVISORS 2018 Summer Conference | July 13, 2018 #ALOHACAA
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MY RECENT ADVENTURES
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2015 Strategic Planning for Admission and Recruitment
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201518,865
200420,549 8.2%
Total Enrollment
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Transfer Enrollment Trends
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Deans
Faculty
Staff
Administrators
Students
SPARC
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Challenges
1 MOBILITYHawaiiʻs unique migration patterns
2 AFFORDABILITYLack of scholarship funds, costs to attend WUE schools
3 H.S. GRADUATES& CGRDeclining graduates and college going rates
4 YIELDDecreasing yield rates
5 PERCEPTION
Reputation, image, brand, marketing
6 RETENTIONStatic retention rates and no interest in improving
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Enrollment Projections Recruitment
Affordability
Infrastructure
Five Key Strategies
Branding
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20% 80%
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Emotions are twice as important as product attributes…
…in process by which people make buying decisions. - journal of advertising research
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A brand is a promise• It is the feeling you get when you use the
product
• The experience it provides you
• Loyalty beyond reason
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mo‘olelo
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FACULTY
STUDENTS
ALUMNI
academics/ research
career
student life
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NOLAN OMURA Honolulu, Hawai'i Civil Engineering '20 @nolanomura
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JAKE REICHARD Snohomish, Washington Marine Biology '20
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AMELIA MCKENZIE Honolulu, Hawai'i Asian Studies ’19 Study Abroad in Nishinomiya, Japan
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CHAE HO LEE Associate Professor, Art and Art History College of Arts and Humanities
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JESSICA VILLANUEVA Teacher, Suisun Elementary School B Ed Elementary Education & Special Education, ‘07 2017 Milken Educator Award Recipient
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VIEWBOOK
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PARTNERSHIPS
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SCHOLARSHIP AWARDS
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EVENTS
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EVENTS
Accepted Student ReceptionsHo‘omaika‘i!
PRESENTED BY THE OFFICE OF ADMISSIONS
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Ho‘omaika‘i!
Ho‘omaika‘i!
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PROMO/SWAG
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WEBSITE
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SOCIAL MEDIA
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Tota
l Stu
dent
s
0
4500
9000
13500
18000
2015 2016 2017
Inquiries Applicants Admit Deposit Enroll
1,9171,9311,863 2,4232,2852,271
7,0696,3046,270
8,5647,8617,700
16,605
13,164
9,8889,888
13,164
16,605
Recruitment Comparison 2015-2017
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20151,108
20161,241
20171,157
+12%
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