Developing a Marketing and Recruitment Plan

2. Developing a Marketing and Recruitment Plan Mackenzie Buxcel, Director of Admission Creighton University School of Pharmacy and Health Professions (402) 280-2662 MackenzieBuxcel@creighton.edu Christine Stumm, Registrar and Assistant Director of Admissions & Advisement University at Buffalo, School of Pharmacy and Pharmaceutical Sciences (716) 645-2776 crm23@buffalo.edu Improve your applicant pool and enrollment numbers

3. Stages • Planning • Attract and Recruit • Enroll and Retain Resources Human Technology Financial

4. Planning • Define Your Targets Who do you want, where are they from, how many? • Define Your Brand What is your program known for, what do your targets want? • Assess Recruitment Needs Compared to Resources What do you need to accomplish recruitment and marketing goals? • Utilizing Your Most Important Resources Faculty, staff, advisors, students, alumni, other departments • Develop a Communication Plan Electronic and “old school” communications

5. Attract and Recruit • Travel Graduate Fairs, Career Fairs (careful), Health Science Advisor meetings, Pre-Rx Clubs, Information Sessions, Class Presentations • Print Media Publications….are they current? Relevant? Do they make an impression? • “Traditional” Means of Communication Calling Campaigns, Email, Mailings • Campus Events Open House, Discovery Day, Orientation, Interview Sessions • Electronic Communication Websites, Social Media, Online Advertising, Webinars, Search Engine Marketing, E-Newsletters, Virtual Chats, Automated Responses and Referrals

6. Content • Include top benefits wherever possible • Admissions and cost/aid • Audience-specific content • Student and faculty blogs • Directory and FAQs • Navigation • Search function • Consistent global navigation on all pages • Two clicks or less to admissions and cost/aid • Search Engine Optimization • Functionality • Inquiry/more information form • Visit request/event RSVP • Application checklist • Live chat/IM • Tuition/aid/scholarship calculators or estimators • Student and faculty blogs • Student and faculty profiles with contact information • Interactive features Your website: The Most Comprehensive Communications Resource in your Recruitment Marketing Plan.

7. Social Media • Start a Facebook page and MAINTAIN it • Maintenance is the key to keeping prospective students coming back for more • “Find us on Facebook” • Before creating the page, it must be decided who will maintain it and how often • Encourage faculty, students, staff to get involved • Facebook Pages vs. Advertisements

8. Social Media • Twitter • Link Facebook posts • Frequent tweets • Hashtags • Retweets • YouTube • Create Videos • Share Relevant Videos • LinkedIn • Create a Closed Alumni Group • Notify Alumni Affairs with New Members • Auto Welcome Message • Subgroups (different types of pharmacists, alumni volunteers) • Post Jobs • Pinterest • Info Graphic (http://infogr.am/) • Text on Pictures (http://www.picmonkey.com) • Original Content (not just repins)

9. Re-Targeting

10. Enroll and Retain • Be Helpful and Informative • Be Timely • Be Receptive • Engage

11. Students will change their minds at various points in the enrollment funnel

12. Other Resources • IT Departments • Other Health-Related Schools • PCAT Search Service • Summer Research Programs • Professional Organizations and Publications • AACP • Undergraduate Admissions and Undergraduate Advisors • Graduate Admissions and Graduate Advisors • SWOT Analysis

13. Questions or Comments? Thank You!