independent
sharp
curious
plain-speaking
innovative
practical
flexible
problem-solvers
focused
ambitious
street-smart
passionate
we seek the
alpha-gearhead,
the mathlete,
the future CEO.
Introducing Kettering University’s
new student recruitment marketing
campaign:
Perfect Fit
How did we get here?
• hired Lipman Hearne, a Chicago-based
marketing firm specializing in higher
education and ROI-based enrollment
strategies
• consultants spoke at length with faculty,
staff, and various groups of students (male,
female, minority, out-of-state) to define
what differentiates the Kettering experience
and its students
Campaign goals
• develop targeted strategies to halt declining
enrollment and increase headcount for
2007-08 school year
• strategies must be over and above “business
as usual”
• must identify new and untapped individuals
and market segments
Tactical plan
• ROI-based enrollment plan for 2007 with 17
targeted strategies designed to increase
class size by 195 freshmen, transfers, and
graduate students
ROI playbook strategies
Strategy 1 - Perfect fit Strategy 10 - Prep Success travel
Strategy 2 - Mythbusters Strategy 11 - Ultimate visit
Strategy 3 - Alumni referrals Strategy 12 - Parents
Strategy 4 - Student ambassadors Strategy 13 - Kettering scholars
Strategy 5 - Faculty/staff referrals Strategy 14 - Cross-functional locations
Strategy 6 - Graduate program Strategy 15 - Influencers
Strategy 7 - Counselor advisory board Strategy 16 - Internal marketing
Strategy 8 - Transfer scholarships Strategy 17 - Non-commits travel
Strategy 9 - Women
What kind of student is a
perfect fit?
• learns with both mind and hands
• high school hasn’t been challenging
• wants to do cool stuff NOW
focused
Perfect ambitious
problem-solvers
plain-speaking
independent flexible
curious innovative
street-smart
passionate
practical Fit
sharp
Tactical results
• ad in U.S. News &
World Report,
America’s Best
Colleges issue
Tactical results
• new enrollment
materials designed
to appeal to the
Kettering “Perfect
Fit” prospect
• already being used
in the admission
recruitment cycle
What’s next?
• execution of ROI
playbook
strategies
• “Kettering Fit”
online quiz
• light pole banners
• referral program
• monthly campaign
e-communications
How you can help:
• talking points brochure
• “Button Patrol”
• pass along an application
• refer candidates to the web site to take
“Kettering Fit” quiz
• help make campus tours more interactive
and exciting
questions?
help find our perfect fit
kettering.edu