Email Breakthroughs

							Email Breakthroughs
    KSU Admissions


       Presented
             by

        Joe F. Head
     Jhead@Kennesaw.edu
       Susan Blake
     sblake@kennesaw.edu
       Tom Hughes
     thughes@kennesaw.edu


  GACRAO 50th Anniversary
      October 27, 2003
              Email Breakthroughs
                         KSU Admissions
KSU Profile

 Public
 17,500 enrollment

 Third largest institution in Georgia
 60% women
 90% claim to work
 Average age 25

 Average SAT 1042

 Opened in 1967 as a two year school
 On campus apartment housing
 Located 20 miles north of Atlanta

 Became a University in 1995
 Semester Calendar

 Inexpensive tuition/fees, $3,000.00 annually

 Banner Installation, 1997 (Current version 5.5.2)
 KSU Reorganized to create Enrollment Services,

  1995 (Admission, Registrar, Financial Aid, CAPS)
            Email Breakthroughs
                   KSU Admissions

Best Practices

The Georgia High School directory is part of
  the accomplishments for which the KSU
   Office of Admissions was awarded the

 2003 Best Practices Benchmarking Award

By the Board of Regents of the University System of Georgia
            Email Breakthroughs
                  KSU Admissions

24/7 Web Tools for
Enrollment Management

   Web based Georgia High School Directory
   Freshman Admissions Predictor (FAP)
   High School Guidance Counselor Service Center
    (GHSCSC)
   Electronic Application & SAT data push, and
    Imaging Systems
   Registration “TRIED” Report
        Email Breakthroughs
               KSU Admissions


    State of the Art Outreach
            Traditional vs. Electronic


Alternative Communication Systems

 Rapid, economical, effective, locally controlled,
              accountable, diverse

                Web Savvy Tools
       Email Breakthroughs
            KSU Admissions

Outbound Email Systems that support
      Processing and Data Entry

      Maintenance Notifications

       College Net Bounce Back
   Acknowledge Receipt of Application
    Acknowledge Application Entered
           Notify of Decision
        Special Announcements
       Email Breakthroughs
            KSU Admissions

Outbound Email Systems that support
         Student Marketing

    Recruitment Communications

      Office Email Bounce Backs
           Academic Engine
           Email Broadcasts
             Chat Sessions
     Georgia High School Directory
  Email Breakthroughs
      KSU Admissions

Do your Homework

 Research Student Habits

Research Internet Services
        Email Breakthroughs
                KSU Admissions
Electronic Communication Appeal Survey
       Survey conducted August 2003
         Two Orientation Sessions

                Sample Population

 Entering             Number              Percentage
  Status
  Freshman                324                   54%
  Transfer                271                   46%

       595 New students surveyed entering fall 2003
                 Email Breakthroughs
                           KSU Admissions
                               Survey Results
 When using electronic mediums how do you best like for colleges/
      university offices of admission to reach you with important,
                   personal, enrollment information?

Electronic        Primary             Secondary             Backup      BC
 Medium          Choice (PC)    PC%   Choice (SC)   SC%   Choice (BC)   %
Web-Internet         106        18%       89        15%       237       40
    E-mail           211        35%       302       51%       56        9%
Live Telephone       288        48%       144       24%       112       19%
  Automated
Announcement          6         1%        17        3%        65        11%
   Videos             0         0%        11        2%         9        2%
    Radio             6         1%         4        1%         7        1%
     TV               3         1%         6        1%         6        1%
   CD ROM             2         1%         4        1%         8        1%
    Kiosk             0         0%         3        1%         6        1%
    Other            21         4%        10        2%        38        6%
       Email Breakthroughs
             KSU Admissions


 Do you have more than one personal e-mail
                   address?


              Total           %
Yes           216             36%
No            372             63%
          Email Breakthroughs
                KSU Admissions


How often in the past year have you changed
     or added a personal e-mail address?


                     Total          %
None                  302          51%
Once                  237          40%
Twice                 47           8%
Three or more          8           1%
         Email Breakthroughs
              KSU Admissions


      Do you have daily access to a
           computer and e-mail?

                   Total         %
Yes                 545          92%
No                  50           8%
         Email Breakthroughs
               KSU Admissions


Do you typically read/ view unsolicited e-mail
    broadcasts from colleges/ universities?


                     Total           %
 Yes                  224           38%
 No                   368           62%
            Email Breakthroughs
                KSU Admissions

  Which one of the following tools used by
   Admissions do you consider to be more
                    helpful?


                     Total          %
E-mail                329          55%
Telephone             229          38%
Other                 14           2%
          Email Breakthroughs
                 KSU Admissions

           Email Format Quality

   Basic Text

   Enriched Text with Web and Email
    Links

   HTML with Photos, Graphics and
    Enriched Text
            Email Breakthroughs
                 KSU Admissions




Dear Joe:

This is a courtesy message to inform you that your
application has been successfully entered into the KSU
database. The likelihood of your eligibility can be
determined by going to the Freshman Admissions Predictor
at
https://web1.kennesaw.edu/admissions/predictor/
   Email Breakthroughs
        KSU Admissions


 Email Tracking Options

             None
          Manual List
        Fixed Hot Link
Intelligent Tracking Software
Email Breakthroughs
    KSU Admissions
Email Breakthroughs
    KSU Admissions
      Email Breakthroughs
            KSU Admissions

      Email Address Vendors

         College Board Search
            www.collegeboard.com


    College Bound Selection Service
             www.cbssearch.net


National Research Center for College and
          University Admissions
              www.nrccua.org


                Target X
      http://www.targetx.com/webinar/
               Email Breakthroughs
                         KSU Admissions

     Percent of Enrolled Students with Email Addresses – Fall Semesters


                          2001               2002                 2003
Freshman                 68 %               81 %                 87 %
Sophomore                56 %               71 %                 79 %
Junior                   49 %               67 %                 75 %
Senior                   44 %               60 %                 71 %
Graduate                 48 %               80 %                 89 %

Average                  55 %               70 %                 80 %
              Email Breakthroughs
                        KSU Admissions
                       Analysis of Email Servers
             Freshman – College Board List of 2154 Prospects

AOL                                              738           34%
AT&T                                               27          1%
BellSouth                                        106           5%
CompuServe                                         39          2%
HotMail                                          405           19%
Juno                                               34          2%
Mindspring                                       153           7%
MSN                                                47          2%
Yahoo                                            207           10%
137 Others(Less than 20)                         398           18%
             Email Breakthroughs
                       KSU Admissions
                College Board Search Service
          Combined Email/Direct Mail – 3,685 Prospects
                   Impact on Fall, 2002 Enrollment

                       Applied Prior    Applied After     Total
                       to Campaign       Campaign        Enrolled

Direct Mail Only            10               18         28 (31%)
(1,531 - 42%)
Email/Direct Mail           24               37         61 (69%)
(2,154 – 58%)
Total                       34               55              89


             Communication layering produces higher yields
           Email Breakthroughs
                  KSU Admissions

              What tools are used?

 Crystal Reports at www.coloradosoft.com
   Powerful report generator, interfaces with Banner.
 World Merge at www.crystaldecisions.com/
   Software for sending HTML or text messages of up to
     100,000 recipients
 Email Address Extractor at http://www.a1soft.com/
   Extracts email addresses from files or Windows
  Clipboard
             Email Breakthroughs
                    KSU Admissions
                  Email Example 1
     Notification of application entered into
                     database.
Notes:

1)   Subject window and salutation is personalized.
2)   Preceding sentence visible to freshman applicants only.
3)   ID number variable, KSU no longer uses SS#s.
4)   Semester deadline is variable.
5)   Different contact information sent to undergraduate and
     graduate applicants.
          Email Breakthroughs
                 KSU Admissions

              Email Example 2

     Notification of decision entered into
                   database.
Notes:

1) This email sent to undergraduates only.
2) Applicant may not want others to view decision.
3) Useful web links are listed below.
           Email Breakthroughs
                  KSU Admissions

             Email Example 3 & 4

 Email Sent to Last Minute Acceptances


Note: This is an excellent case study for managing last
minute enrollments and last minute demands from high
administration!

Even though admissions standards had been raised and
deadlines shortened, a few more students were needed
to meet an enrollment goal of 17, 500 students.
       Email Breakthroughs
           KSU Admissions



Email and E-recruitment Calendar
       (See Attachment I)

 What other emails are done at KSU?
      Email Breakthroughs
           KSU Admissions




           Questions

What are you doing on your campus?