ANNUAL REPORT 2000-2001 OFFICE OF UNDERGRADUATE ADMISSIONS THE GOOD NEWS The 2000 freshman class was the biggest and highest ability ever with an ACT mean of 24, 1110 SAT. Recognition as a Research I institution. THE CHALLENGE Recruitment is a continuous process. Because the prospective student population changes annually, each year’s juniors and seniors and their parents must be made aware of USF’s unique advantages. GOALS FOR 2001 Freshman class of 3725 Improve the academic profile Enhance diversity Increase national awareness Reduce the number of alternative admits TARGETS Service area students, high-ability students, underrepresented students, and the people who influence them (parents, counselors) STRATEGIES On-campus Visit Opportunities Campus visits = the single most important recruiting event Personalization (Faculty, staff, students, alumni, parents) Direct Mail Targeted messages (e-mail) Telecounseling Early Awareness Increase Use of Research and Technology College Planning Programs Market Research USF Strategic Plan Goals I. Supporting and increasing faculty research, scholarship, and creative activities that result in national recognition. II. Developing a student enrollment profile consistent with a Research I University III. Fostering interdisciplinary research and education. IV. Increasing the engagement of the University with the community and the region. V. Enhancing the quality of student life and the intellectual climate to support teaching and learning. VI. Promoting and supporting diversity DEVELOPING A STUDENT ENROLLMENT PROFILE CONSISTENT WITH A RESEARCH I UNIVERSITY – Goal II The Office of Undergraduate Admissions in conjunction with the Office of Academic Affairs and based on research by IT, established new admission criteria for entering freshmen for students entering USF effective Summer 2001. Those criteria are as follows: 3.0 h.s. g.p.a. and higher: AUTOMATIC ADMISSION 2.5-2.9 h.s. g.p.a. USE THE FOLLOWING SCALE Academic GPA ACT SAT 2.9 20 970 2.8 21 980 2.7 21 990 2.6 21 1000 2.5 21 1010 Below 2.5 g.p.a. DENY ADMISSION PEP AND SSS PROGRAMS All applicants with a 2.6 h.s. g.p.a. or higher who have completed the nineteen high school academic units, but do not meet the sliding scale will be reviewed for the SSS and PEP Programs and other Profile Assessment considerations. GED APPLICANTS Must have passed each portion of the exam with at least 50%. GED applicants must also present an ACT minimum composite score of 21 or SAT total score of 1010. HOME SCHOOLED APPLICANTS A student whose educational program is not measured in Carnegie Units must present a test score of at least 1010 on the SAT or 21 on the ACT. Transcripts from home schooled courses must also be submitted. To reach enrollment goals for 2001, the following goals were set in conjunction with a consultant from Noel-Levitz: 11,595 applications 8465 admits 3725 enrolled Weekly application statistic reports and “position” reports were submitted to the Associate Vice President of Enrollment Management and the Vice President for Student Affairs. Please see sample copies in Appendix A. All indicators at this point predict we will meet our enrollment goals for fall 2001. Other activities to achieve enrollment goals: 1. Worked with the Noel Levitz consultant to score inquiries using the Forecast Plus program. Workshops to train all recruiting staff on this new program were provided. Lap-top computers were purchased for all recruitment staff to enable work “on the road” with inquiries, applicants and admits. INVITATION TO HONORS PROGRAM LUNCHEON – Goal II Approximately 4600 invitations were sent to prospects and applicants inviting them to learn more about our Honor’s Program. The event held in November was scheduled in conjunction with a Preview USF. One hundred fifty guests came for lunch and enjoyed a presentation by Dr. Stu Silverman, Director of the Honors Program and a welcome by President Judy Genshaft. SCHOLARSHIPS – Goal II In October, a new three tiered scholarship plan for FTIC was approved. (See appendix B) Letters to admits who met the new criteria were mailed out within two-three weeks of the admission letter. Flyers detailing the new scholarship program and a letter were mailed to all Florida high school guidance offices. An article also appeared in the Tampa Tribune which offered positive press for USF and encouraged students to call regarding our new scholarship programs. HONORS EVENTS FOR HIGH SCHOOL JUNIORS (Goal II) With the goal of improving the quality of admitted students to USF, we held a Scholars Day event on campus for high school juniors (invitation list was drawn from PSAT/SAT/ACT lists.) The event was for juniors and their parents. We provided lunch, showcased our faculty, honors opportunities, and honors residence hall options. EARLY ADMISSION PROGRAM The Admission Office in conjunction with the Honors Program mailed information to guidance counselors and high-ability students in the database letting them know about USF’s Early Admission Program for talented students. Admissions coordinated a social event in the early fall for this group of students. NOEL LEVITZ RETREAT – Goal II Attended a daylong discussion and brainstorming session with Charlie Hutchins, the consultant from Noel & Levitz. We produced a list of projects to complete to help meet enrollment goals and develop a student enrollment profile that shows enhanced academic quality and increased diversity. VISITORS TO CAMPUS Welcomed almost 3500 students and their parents to campus to inform them of the advantages and benefits of attending a major Research I University. Provided campus tours for these guests and academic appointments as requested. PROMOTING AND SUPPORTING DIVERSITY –GOAL VI Activities for Hispanic Students: Handwritten postcards were sent by students and by Jennifer Gonzales, Hispanic Recruitment Coordinator to all Latino admits USF Club Arriba and LASA students were recruited to help with phoning all Latino admits. Happy Birthday postcard was sent with a message in Spanish and English to all “admits” each month who had a birthday that month. Phone and e-mail follow-up with all scholarship awardees to see if they had questions. Puerto Rico High School Visits – Made trip to Puerto Rico to feeder high schools and invited guidance personnel to a Reception. Coordinated the trip to Puerto Rico to include staff from ATSS, Graduate School and Undergraduate Admissions. Met with Media Relations to design a newspaper ad, provided Spanish text for newspaper ad, designed power point presentation for the reception Coordinated a Student Welcome and Orientation specifically for students recruited from Puerto Rico Sent an admission representative to the Hispanic Association of Colleges and Universities 14th Annual Conference “Changing the Landscape of Education: Hispanics in the New Century” Admission recruiter Patsy Feliciano published an article “A New Wave of Latino Students” in Hispanic Outlook of Higher Education Contacted and worked with the following Hispanic Student organizations for Latino Student Welcome Week: Sigma Lambda Beta, Sigma Lambda Gamma, Lambda Theta Phi, Lambda Psi Delta and the Latin American Student Association. Assisted with the coordination of Meet N’Greet at the Andros Pool, Latino Student Welcome Dinner for 150 Latino students, and Women Only Awareness program Attended Club Arriba meeting and coordinated their volunteer participation at three admission recruitment events Attended the Mayor’s Hispanic Advisory Council “Latinos Unidos Luncheon” Presented to the Club Peruano of Tampa at Paracas restaurant on “Opportuntities of Superior Education at USF.” Our presenter received an e-mail message from a USF parent who was browsing through “El Chasqui” magazine at the Peruvian Consulate and read an article on “Oportunidades de Educacion Superior en la USF.” The article praised Jennifer Gonzales, our admission representative, on her excellent presentation and her ability to answer all the questions asked by the audience. Supported the ENLACE grant proposal by providing PACT (Parents and Counselors Together) workshop materials in both English and Spanish. We will be offering these workshops throughout this next year to Middle Schools. Presented the first ever Hispanic College Planning Workshop in Spanish for the East Bay High School Title I Migrant Program. Both students and parents attended. Activities for African-American Students: Handwritten postcards were sent by C.O.L.O.R.S. (Coalition of Leaders Organized to Recruit Students) and Serge Desir, Graduate Assistant and interim Multi-Cultural Recruiter Serge followed up with all awardees of the Black Scholar Award Called African-American students to answer questions regarding Housing, Orientation, financial aid awards and misc. Birthday postcards were mailed weekly to admits Follow-up phone calls to students and guidance counselors were made to firm up commitments from students for the SSS and PEP programs for summer 2001 Worked with CROP and Upward Bound Advisors, Palm Beach migrant Program and Sarasota Family YMCA Achievers Participated in NSSFNS College Fairs in Miami and Tampa Participated in “Soaring with Confidence” multi-cultural Preview Participated in the Thurgood Marshall Achievers Society Summit CREATED NEW STAFF POSITIONS – Goal VI Wrote job descriptions for two Regional Recruiter positions: Jacksonville and Miami areas. Advertised these positions in March and will have them filled for the start of the 2002 recruitment year. These two new recruiter positions will focus heavily on recruitment of Hispanic and African-American students. GRADUATE ASSISTANT Hired a graduate assistant this past year to assist with overall Admission recruitment duties, but in particular to assist with recruitment of underrepresented students. This staff member attended various meetings in the community including Young Black Men of Tampa and S.T.E.P. in Pinellas County. This individual also stepped up to assist the office to help manage the Black Scholar, Black Freshman Incentive, and other African American scholarship awards in the absence of our multi-cultural recruiter. ACTIVTIES THAT INCREASE THE ENGAGEMENT OF THE UNIVERSITY WITH THE COMMUNITY AND REGION – Goal IV SPOTLIGHTS Admissions sponsored five Spotlight Events (conversion event for admitted FTIC) in Miami, Orlando, Jacksonville, Fort Lauderdale and St. Petersburg. Staff members from Financial Aid, Orientation, Residence Life, Honors and a few of the colleges on the Tampa campus were in attendance. The president of the Parent’s Association also attended and staffed a table “For Parents Only!” It was very well received. Over four hundred students attended these events with their parents. CURRENT JOINT COMMUNICATIONS Names of admitted FTIC’s were sent electronically to all the schools and colleges and the regional campuses. Currently, a few of the schools/colleges send a letter of congratulations to admitted students. We will shoot for 100% participation next year. EXPANDED USE OF ALUMNI IN STUDENT RECRUITMENT Alumni attended ten college fairs out-of-state for USF this past year in Ohio. New York, New Jersey, Missouri and Illinois. These volunteers assist USF’s recruitment efforts by talking with prospective students and their parents and sharing their good experiences at USF. We hope to continue to build on this program and double the number of college fairs attended next year. Amy Eisenhart, Alumni Liaison attended biweekly Alumni Association staff meetings keeping the staff abreast of Admission issues. She also processed ongoing Alumni Scholarship recipients’ payments through check requests to USF Foundation and notification to the Financial Aid Office. The Admission Liaison attended quarterly Executive Board Meetings informing the board of admission information and scholarships. Assisted all major functions of the Alumni Association, including Grad Fest, Homecoming and Alumni Leadership Weekend. Attended various chapter meetings in Lee, Pinellas, Pasco, and Hillsborough counties making contact with local alumni and informing them of volunteer opportunities. The liaison presented at the Presidents Roundtable Weekend, which included chapter presidents from out-of-state, explaining the admission process, college fairs and volunteer opportunities. ATSS MIAM-DADE VISIT A staff member from Admissions attended the ATSS Miami-Dade Community College visit and held a “Time Management” workshop for college students. CCC (Coordinated Communication Committee) MEETINGS Held weekly CCC meetings to keep key campus players in the communication loop regarding application statistics, housing statistics, scholarship updates and general information. Regional campus representation continues to be a problem. We will rotate the location of the meeting next year to increase participation. THE BULLETIN NEWSLETTER Printed the Bulletin Newsletter, an internal Admissions weekly newsletter. This newsletter is crucial to keep employees abreast of our goals, where we are in meeting the goals, and other recruitment news. The Bulletin is distributed to staff in the following offices, Registrar, Financial Aid, Orientation, ATSS, Career Services, and SECC. Copies attached in Appendix C. PROFFESIONAL DAY – COLLEGE OF ENGINEERING Several staff members from Admissions participated in the Engineering professional day for high school teachers. We disseminated Viewbooks and other materials and gave a brief presentation on Admissions and scholarships. STARS (Student Admission Representatives) provided campus tours for guests. ENGINEERING EXPO Admissions from Tampa and recruiters from each of the regional campuses participated in Engineering Expo. GUIDANCE COUNSELOR APPRECIATION NIGHT We held a guidance counselor appreciation night for guidance counselors from Hillsborough and Pinellas counties. The evening included a barbecue at the Alumni Center and free tickets to the USF/Houston basketball game. Twenty counselors and their spouses attended the event. SEARCH MAILING 55,000 SEARCH pieces were mailed to students just completing their junior year in high school. Approximately 4500 postcards were returned from this mailing from students interested in hearing more about USF. PREVIEW USF 55,000 invitations to PREVIEW USF (Samples in Appendix G) were mailed to high school seniors. Attendance at the September, October and November events each exceeded 1000 total guests. In previous years, only two Previews were held. A third Preview was added this fall to get more students and parents to visit campus early. All the schools and colleges participated in this event. Campus tours and residence life tours were offered. VIEWBOOK MAILING – Goals I & IV Mailed 55,000 VIEWBOOKS which included the undergraduate admission application. In previous years this mailing was approximately 30,000. The decision was made to try to blanket our market and service area this year since we hear from so many local students that “I hear from FSU and UCF, etc., but never get anything from USF.” The Viewbook mailing should have gone out in August, but publication was delayed this year due to many recommendations from the Noel Levitz consultant to expand the Viewbook to include information about the regional campuses, graduate school and transfer student information ST. LOUIS ALUMNI EVENT- Goal I A recruiter attended the USF Alumni event in St. Louis, Missouri in conjunction with the USF-St. Louis University Billiken basketball game. This was coupled with the breakfast for guidance counselors in the area and several high school visits. Twenty-five guidance counselors attended the breakfast! PHONE CALLING Congratulatory phone calls were made to all FTIC admits. Many students received two to three calls reminding them of financial aid deadlines, housing deadlines and asking them if they had general questions about USF. HIGH SCHOOL VISITS The Recruiting staff made hundreds of high school visits and attended college fairs throughout the state of Florida and in select markets (New York, New Jersey, Chicago, Pennsylvania, and Washington D.C.) They also scheduled “Decision Days,” - very popular events with the high schools. High Schools schedule Decision Days to allow us to admit students on the spot, give them a congratulatory certificate and promote USF throughout the school day. We scheduled approximately forty of these events throughout the service area. See Travel Schedule in Appendix D. WEEKLY CCC MEETINGS Admissions schedule the Coordinated Communication Committee (CCC) weekly meetings this past year consisting of representatives from the Offices of Financial Aid, Housing, Orientation, Career Services, Publications, Registrar, Adult and Transfer Student Services and regional campus representatives. The committee was created to discuss application statistics, keep each other abreast of the mailings going out throughout the year, discuss joint publications, joint telecounseling projects, etc. DRESS FOR SUCCESS WORKSHOP Held a workshop on dressing for success for recruitment staff. WEEKLY RECRUITMENT MEETINGS Held weekly meetings – Minutes are available from Recruitment Team Meetings, Lobby Staff Meetings, and Admission staff meetings. MAIL CYCLE Created a communication plan for all inquiries and applicants – See Mail Cycle under appendix E. We added several new letters to the mail cycle including one to all admits from student government leaders, a letter to admits from the President of the Alumni Association that included the new Outcomes brochure, and a new flyer designed for the University Experience course. GUIDANCE COUNSELOR OUTREACH A critical part of the enrollment decision process for many students is the recommendation of the guidance counselor. In many instances, the recommendation of counselors is instrumental in prompting the student to apply and enroll at the university. Many counselors in Broward, Brevard, Dade, Orlando and Jacksonville areas simply have never visited USF and are unaware of the opportunities available here for their students. A luncheon on campus for guidance counselors from the local service area and key counties was scheduled with attendance by 65 counselors Gift baskets were delivered to all high school guidance offices in Hillsborough and Pinellas counties FANTASTIC FRIDAY (Goals II & IV) Fantastic Friday is an on-campus yield event for admitted students and their families. We host this event in the spring. The daylong program allows time for students to meet with faculty and staff in their intended major, tour residence halls, take campus tours, etc. The program is well attended (almost 2500), and we’d like to build on the interest of our “admits” by expanding the options. HOST COLLEGE SUMMIT FOR SUMMER 2001(Goals II & IV) We have been discussing partnering with College Summit, Inc., a not for profit corporation supported by local school districts, corporations and foundations that assist low-income talent enroll in college. We will host a group of 40 minority students from Florida on campus in July, 2001 through this program. The program is a four day workshop where students and the faculty (all brought in by College Summit) stay overnight in the residence halls and use other USF facilities. We have the opportunity to offer an admission session and have these students apply to USF. (FSU and UF both hosted last year and plan to host again in 2001). COLLEGE PLANNING WORKSHOPS (Goals II & IV) Early awareness is key in getting students to think about college choice, the application process and financial aid issues. We offered College Planning workshops to our top feeder schools in the service area for their high school juniors (and parents.) We offered the workshop during the day or evening depending on the high school. We provided all materials for the workshop which includes a binder of college planning/financial aid material per family. This program should be expanded to include Middle Schools. COFFEE TALK Coordinated the second annual “Coffee Talk,” seminar on Recruitment and Retention activities. Invited Deans, Associate Deans, advisors and Department Chairs across campus to this event. DIRECTORS RETREAT Coordinated the annual Student Affairs Directors Retreat. The theme of this year’s retreat was “It’s a Whole New Ball Game!” Please see Appendix G for sample agenda. BANNER IMPLEMENTATION Admission staff attended “too many to count” Banner meetings. Provided testing for processing high school transcripts, test score functionality, BOR reporting, academic renewal and numerous other processes. BANNER TRAINING Staff members attended Banner training sessions for general processing of applications, but also recruitment modules. Supporting creative activities that result in national recognition – Goal 1 USA TODAY HOTLINE Sent an admission representative to serve as a “Hotline Counselor” during the annual USA Today College Hotline. USF got mentioned in the tabloid. STAMATS CONFERENCE Attended the Stamats Conference held in Tampa. Picked up new ideas on hosting visit days, recruiting students of color, competing with private institutions, and what the latest trends in higher education demographics look like. HOSTED MINNESOTA STATE VISITORS Admissions hosted the Director of Admissions and two Coordinators from Minnesota State University for a half day visit. They shared their latest publications and picked up samples from our office. Activities to complete applications: Lists of all “No-Decision” applicants were run weekly. Processors used lists to clean up the no decisions, rather than waiting for files. OPS workers were hired to help enter transcripts as quickly as possible so an admission decision could be made. Activities to generate more applications Letters were mailed to students who had directed an ACT or SAT test score to us who had NOT applied. The letter encouraged them to apply and included an application. A letter was sent to all Red-Hot prospects (from Forecast Plus program) encouraging application. CHALLENGES Technology – Keeping up! Enhance campus awareness of and participation in recruiting and enrollment management initiatives Create articles for Inside USF Maintain a master calendar of recruiting events Share campus visit survey results with all campus players Expand the divisional targeted mailings and special program mailings (Med School, Nursing, Engineering, honors, etc Establish a courtesy mailing list for publications for alumni leaders, undergraduate deans, top 50 feeder high school guidance directors Work more closely with the Parent’s Association Work more closely with the Alumni Association GOALS FOR 2002 ENHANCEMENT OF CAMPUS VISIT PROGRAM HIRE AN EVENT COORDINATOR – We have rewritten a job description for a Program Assistant in the office to more fully reflect event coordination duties. Hopefully, all events will be enhanced, communication will improve across campus regarding events, and workload should be smoother. CREATE A PROGRAM COMPATIBLE WITH BANNER to streamline the scheduling of visitors, confirmation letter generation and tracking of visits. CREATE table tents and banners for the Residence Halls to enhance visits Focus should be different in the fall vs. spring visits. In the fall, families want and need nitty gritty information on how to apply, deadlines, and what to expect. In the spring, residence hall tours become the key feature. SCHEDULE TWO OVERNIGHT VISITS sponsored by the Learning Communities that target students specifically interested in those areas. SCHEDULE TWO OVERNIGHT VISITS FOR MINORITY STUDENTS - We plan to organize two overnight visits for underrepresented students who have been admitted to USF. Currently enrolled students will serve as hosts. Enlist the help of current residence hall residents to phone and write to students about the benefits of living on-campus. Work with Residence Life staff to create a Residence Hall Video showing the variety of options available to students DEVELOP “CAMP COLLEGE” where students and parents could spend a night in the residence hall over the summer Offer select students a single room at a double room price with the agreement that the student would show his/her room for major recruitment events, and host a student during overnight programs SCHEDULE MORE ACADEMIC APPOINTMENTS – Need to develop a pool of quality academic appointments and classes for prospective students to audit. FOLLOW-UP PHONE CALL TO VISITORS – within twenty-four hours of their visit to campus to thank them for visiting, ask if they need any additional information. We already send a written thank you and follow-up survey, but the phone call would add another personal touch. CREATE A HIGH TECH PRESENTATION – We need to develop a short video, and a powerpoint presentation to present twice a day for visitors. We’re a major research university and need to make the presentation reflect that. SHARE CAMPUS VISIT SURVEY RESULTS WITH INTERNAL AUDIENCE – It is important to share the survey results with all offices on campuses in hopes of improving service campus-wide for our visitors. INVOLVE THE PARENT’S ASSOCIATION IN ALL RECRUITMENT AND YIELD EVENTS – We will continue to attend all Parent Association meetings, work on a joint newsletter and schedule parents for all on-campus and off-campus recruitment and yield events. We will also continue sending a letter to parents of newly admitted FTIC from the president of the Parent Association. SCHEDULE ON CAMPUS PREVIEW DATES – Three Saturday Preview events will be offered in the fall: Saturday, September 15 Saturday, October 20 Saturday, November 17 OVERNIGHT PROGRAM FOR MINORITY STUDENTS (Goals II & IV) To increase the number of admitted minority students who actually enroll, we recommend an overnight program in the spring where minority students currently living in the residence halls would host a minority high school senior who has been admitted to USF for summer for fall semester. The day and a half program would allow students to really experience “life at USF” and hopefully increase their comfort level that USF is the right choice. Admitted students would stay overnight in the residence hall with their host and attend one class the following day with their host. Costs would involve transportation to campus and all meals. INCREASE SIZE OF APPLICANT POOL ORDER more ACT and SAT test taker names in select out-of-state markets such as Georgia, Chicago, New York and New Jersey to increase national awareness. Mail cycles will be set up for non-resident students and a new publication is in development specifically for non-residents. Trips to Puerto Rico – Building relationships – Representatives from Undergraduate Admissions, Adult & Transfer Student Services and Graduate Admissions teamed up to recruit Latino students in Puerto Rico. The trips have been tremendously successful. FOCUS ON CROSS-CAMPUS COLLABORATION DEVELOP A MASTER CALENDAR OF TRAVEL – Admission personnel need to share their travel schedule and we need to know when personnel from USF will be visiting high schools throughout the state DEVELOP A MASTER CALENDAR OF SUMMER CAMPS –and other groups who visit USF during the summer (sports camps, cheer leading camps, medical school and science programs for minority students) to see if we could collaborate on a general admission presentation and campus tour for these students. Depending on the age level, we would adjust the program. EXPAND INVOLVEMENT IN ENGINEERING EXPO – Participate in this annual event sponsored by the College of Engineering where they showcase all their majors, research facilities and faculty/student collaborations EXPAND INVOLVEMENT IN THE FESTIVAL OF WINDS – Admissions needs to get more involved in Music Audition Days MATH EXHIBIT DAY – Admissions needs to get more involved with this competition for high-ability students. We will offer an admission information session this fall and offer $50 bookstore certificates to members of the winning team which could only be redeemed upon enrollment at USF. SCHEDULE A COLLEGE PLANNING WORKSHOP FOR FACULTY AND STAFF AND THEIR CHILDREN – Offer this workshop once each semester for faculty and staff who have children in high school. WRITE ARTICLES FOR Inside USF – Admissions needs to keep articles on student recruitment in front of campus constituents. Inside USF would be a good vehicle for disseminating this information. SCHEDULE CROSS TRAINING WORKSHOP – Each semester the Offices of Admissions, Registrar, Orientation, Financial Aid, Residence Life and the Career Services should offer sessions on the functions of each respective office so employees from all of the offices have a better understanding of our entire unit and how we interface with each other. This also allows each office to brag a bit about changes and/or improvements they are making the delivery of services to students. The VP’s office could endorse this CQI training and provide refreshments and certificates to all personnel who attend all of the sessions. COFFEE TALK – Plan to hold the 3rd annual Coffee Talk – Recruitment and Retention Strategies to keep campus constitutents aware of the latest strategies and how they can help. MAIL CYCLE FOR COLLEGES – We need to bring all the Colleges on board with recruitment and yield in the mail cycle. We currently send names electronically of all admitted FTIC’s to all the schools and colleges and the regional campuses. Currently, a few of the schools/colleges send a letter of congratulations to admitted students. We are shooting for 100% participation next year. COLLABORATE WITH THE BOOKSTORE - The USF bookstore teamed up with Admissions and created a “Save $2.00” coupon for any imprinted merchandise in the store. This coupon is given to all prospective students during their visit to campus. We need to work with Marriott Dining Services to provide something similar to visitors so they can sample residence hall cuisine during their visit. IMPROVEMENTS TO THE UNDERGRADUATE APPLICATION Provide a list of majors on the application COLLEGE PLANNING WORKSHOPS We currently provide college planning workshops for about 30-35 feeder high schools in Florida. Word is spreading to other schools now asking us to come and speak to high school juniors and their parents. This is great p.r. and this program should be expanded. We will try to accommodate all requests for workshops. EXPANSION OF ALUMNI INVOLVEMENT We will expand the involvement of alumni in student recruitment. We will work hard this year with personnel in the Alumni Association to get more volunteers nationwide to represent USF at college fairs, to write postcards and/or letters to admitted students, phone admits in their area and possibly hold “Off to USF” summer parties for new admits. RESEARCH Research needs to be done at least every other year on why students choose or do not choose to come to USF to assist in improving recruitment efforts. We need to administer the Admitted Student Questionnaire this year. EVALUATION – Surveys, focus groups will be used when possible. This will provide information about the activity as well as positive and/or negative feedback from participants. TRACKING – Banner database and information from Forecast Plus will assist in the evaluation of activities in the mail cycle and provide the ability to assess inquiry to enroll status. PHONE CALLS, E-MAILS, POSTCARDS – to follow up with prospective students DIRECT MAIL AND MARKETING STRATEGIES It is imperative that Banner Recruitment is up and running smoothly and that all staff members receive extensive training on the various modules for optimal use of the system. Identification of all reports we are able to produce in Banner that would assist the Director and recruiters in managing their territories, prospects, admits, etc. All market segments (General Population, High-ability, Underrepresented Students, Guidance Counselors and Parents) will have a communication flow of publications designed to meet their information needs. Please see Mail Cycle section of this binder. CONTINUE TO USE FORECAST PLUS – to assist in optimal use of publication, postage and human resources as well as assist the recruiters in territory management. PUBLICATIONS Work with consultant, Walker Johanson from the National Institute for Organizational Research and Problem-Solving to create new publications including the Search Piece, Viewbook, Honors brochure, Visit brochure and a new Scholarship brochure. Other publications we want to produce this year include a Guidance Counselor Newsletter, Fall newsletter for h.s. seniors, and Fall newsletter for Parents of prospective students. INFORMATION STRATEGIES FOR GUIDANCE COUNSELORS Schedule at two Guidance Counselor appreciation luncheons Create a bi-annual Newsletter specifically for guidance personnel informing them of the latest scholarship information, recruitment news, USF news Create an E-mail distribution list to be used to remind guidance counselors to remind their students of important deadlines Work with recruiters to make sure they are calling counselors at their schools at least once a month to see if there is anything we can do for them. SCHOLARSHIPS In 2001, USF implemented a new tiered scholarship program for students entering USF for fall 2000. Six hundred admitted freshmen were awarded either a Presidential Scholar Award or the USF Scholar Award based on test scores and high school g.p.a. Evaluation of this pilot program will be determined by the number of enrolled awardees in the fall. We will continue to build awareness of this excellent program through a new brochure being created. We will disseminate the brochure at the BOR counselor meetings in the fall. EXPANDED USE OF ELECTRONIC COMMUNICATION We now collect e-mail addresses on contact cards and the application for admission. We also have a list of e-mail addresses for guidance counselors allowing us to communicate faster and less expensively. We not only communicate with applicants, but also communicate with prospects via e-mail. EXPANDED USE OF TELECOUNSELING CENTER Continue to call all admits. For the last two years we called all the FTIC students starting the second week of classes to welcome them and to assist them with any transitional problems. SCHEDULE MORE DECISION DAYS The enormously popular Admission Decision Days included 35 service market area high schools this fall. Guidance counselors at each high school gather the applications from interested students and then send us transcripts one week before a scheduled decision day. Staff from both the St. Pete campus and the Tampa campus jointly attended several of these decision days. A nice USF congratulations certificate was created for Decision Day admits. Guidance counselors and students rate Decision Days very highly because we send so many staff members and really give the high school personalized attention. IMPROVE THE WWW SITE Several offices in the Division of Student Affairs teamed up to produce a schematic to help students traverse our web site. We are currently working with a consultant to improve the look, the information presented and graphics for the entire campus image. CONTINUE ON-LINE APPLICATION We will either renew the contract with Embark.com for an on-line admission application, or have our own set-up to feed directly into Banner.
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