Email Breakthroughs KSU Admissions Presented by Joe F. Head Jhead@Kennesaw.edu Susan Blake firstname.lastname@example.org Tom Hughes email@example.com 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?