Enrollment Marketing
Mission
The Enrollment Marketing Unit is responsible for:
 Enhancing the image of Gallaudet University as an academically rigorous,
inclusive community embodying a wide range of deaf and hard of hearing
students with varied backgrounds and diverse experiences;
 Achieving marketing prominence by positioning Gallaudet as the institution of
choice among deaf and hard of hearing students
 Providing marketing and communication information through various media to
prospective students, families, staff, and alumni
 Providing marketing support to all units within Enrollment Management and
General Studies
Goals
1.
2.
Create electronic (including web) and print media that serves as resources
for prospective students, parents, faculty, staff, alumni, and financial
supporters.
Assess marketing materials to determine effectiveness and areas for
improvement.
Develop, disseminate and assess a new marketing campaign targeted at new
undergraduate students.
Work with campus units, students, and friends of Gallaudet to develop,
enhance and share our marketing campaign.
Enhance the Gallaudet University image through media and marketing
3.
4.
5.
Objectives, Outcomes and Strategies
Goal 1: Create electronic (including web) and print media that serves as resources for
prospective students, parents, faculty, staff, alumni, and financial supporters.
Objective 1: The Enrollment Marketing Unit will complete electronic and print
media materials to aid in the recruitment of incoming undergraduate students.
a. Restructure design of G-blogs. Find new bloggers.* Blog site completed and
bloggers trained. October 2007.Assessment ongoing via tracking number of
views.
b.Enhance websites for Orientation and FYE
*Target date for completion, May 2008, in collaboration with the
directors of FYE and NSO.
c. Complete new road-piece to be used by faculty/staff recruiters at all exhibits.
* Completed October 2007; evidence attached.
d. Produce special issue of Gallaudet Link that highlights the integrated General
Studies Requirement.* Completion of the special issue by May 2008 (Printed
piece; 80 % ratings of good levels of satisfaction or higher indicating overall
client satisfaction.)
.
e. Develop print materials that highlight Gallaudet’s teaching/learning philosophy
and new curriculum.*Flyer produced December 2007 Client satisfaction
indicated at 80% Good or higher levels of satisfaction.
f. Enhance website for parents/families to include: 1) adding an inquiry card for
families; 2) sending e-cards to parents with information about open house events,
application information, all deadlines, and portals for students; 3) establishing
parent blog site and volunteer to host site. Completion by August 2008. Evidence
of information on Parent website to be submitted. (Website enhanced; Google
analytics to document the number of “hits” on the Parent Website)
g. Develop recruitment DVD based on feedback from Admissions Office and
using videography from Video Services.*(Late August 2008 completion date).
Assessment will be made through demonstration of Client satisfaction through a
survey with Client satisfaction indicated at 80% Good or higher levels of
satisfaction; DVD produced
h. Develop flash DVD for use on the web that highlights Washington, DC as the
ultimate classroom (include videography from Video Services). *Flash DVD
produced; Washington DVD on website (Late August 2008 completion date).
Goal 2: Assess marketing materials to determine effectiveness and areas for
improvement.
Objective 1. The Enrollment Marketing Unit will assess marketing materials on a
regular basis to continually evaluate the effectiveness of our marketing strategies.
a. Assess current publications and communications aimed at parents and families
during parent orientation and weekends by using signed and spoken surveys.
*Focus group input summarized in report completed August 2007.
b. Work with Enrollment Management Units to survey first-year students
regarding the effectiveness of targeted electronic and print media. * Survey
results shared with units
c. Invite prospective students and families to evaluate our marketing messages
and materials at the end of each open house. *Secret shoppers reports
completed.
d. Identify secret shoppers to test Gallaudet’s new marketing effectiveness after
materials are disseminated. *Contact alumni and friends to serve as secret
shoppers and complete evaluation forms beginning August 2008.
e. Meet with Admissions Office staff in January and May to collect feedback
and agree on upcoming projects. * EM and Admissions complete meeting.
Meeting notes shared with offices.
Goal 3: Develop, disseminate and assess a new marketing campaign targeted at new
undergraduate students.
a. Design new campaign logo for use in all recruitment materials and
presentations. *Completed August 2007 based on feedback from focus groups
of students and staff.
b. Explore study abroad marketing campaign for new and transfer students by
offering tuition-free study abroad option for incoming first-year students
entering fall 2008. Marketing study abroad program through Academic Bowl
competitions, college fairs, direct mail, and e-mail. ** Postcards and website
completed promoting study abroad.
Goal 4: Work with campus units, students, and friends of Gallaudet to develop, enhance
and share our marketing campaign.
Objective 1: The Enrollment Marketing Unit will collaborate with campus units
to develop and enhance our marketing campaign.
a. Enhance academic department websites in collaboration with the Academic
Technology team and include profiles of faculty, students and alumni. *Initial
enhancement of sites completed fall 2007 with ongoing improvements
continuing through May 2008. Google analytics in use to assess frequency
and number of viewings.
b. Work with Public Relations and Alumni Offices to enhance alumni website
interactivity and select alumni ambassadors to host online chats. Target
completion date, Summer 2008. Google analytics will be used to assess
frequency and number of viewings.
c. Collaborate with Admissions Office to complete Hobsons personalized
communication system for prospective students, families and VR counselors.
*(September 2007): Admissions Office Initial site completed. Statistics on
number of views will be provided.
d. Collaborate with President’s Office, PR, Graduate and Undergraduate
Admissions and EM to identify organizations and magazines for targeted ads. *
November 2007. Completed plan with implementation dates; Ask organizations
for their ROI analysis.
e. Share marketing message with other EM units, Academic Affairs faculty and
staff, Gallaudet University Marketing, and Board of Associates. * Evaluations
completed by audience.
GUM – email from chairperson.
f. Establish a video competition for current students that highlights a tour of
campus and award entries. * Receipt of Award winning entries. December 2007.
Videos selected for the web.
g. Collaborate with academic departments such as the Art Department to include
students and faculty as collaborators in the development of marketing materials. *
List of projects completed with departmental help.
h. Work with EM units to develop a survey for new students in FYS to evaluate
EM services. * Completion of survey with 80% or higher having “good” or better
ratings. Survey results shared with units.
Goal 5: Enhance the Gallaudet University image through media and marketing.
a. Identify appropriate faculty, staff and students for web homepage features
including video and photos of campus events and activities. * On-going monthly
EM team. Videos /photos uploaded weekly and completed.
b. Enhance the Academic Bowl website by adding stories of successful current
students who were former Academic Bowl participants. * April 2008 - Website
updated.
c. Highlight the diversity of the Gallaudet community in electronic and print
materials. *Ongoing for all materials.
Assessment Tools (Evidence):
Utilization of Enrollment Marketing Assessment Results:
The information will be used to improve Enrollment Marketing plans and products by
continuously utilizing feedback to improve products and services.
Dissemination of Results and Information:
The Enrollment Marketing unit will share information on campus with all appropriate
staff, faculty, and students and demonstrate the effectiveness of selected materials,
products, or services. Customer/Client satisfaction survey results will be shared with the
campus and used to enhance subsequent products and services. All products will be
shared with appropriate campus and off campus groups to market the quality education
offered at Gallaudet University.
Closing Reflections (4 Questions)
1. What about the assessment process may have hindered your efforts to improve
teaching and learning? (or effectiveness of the Enrollment Marketing Office)
The process was done without training and too quickly. We need a workshop on
how to do the behavioral goals. Staff people are not used to doing those kinds of
objectives.
2. Comment on the way in which the assessment process has facilitated teaching
and learning. (or effectiveness of the Office of Enrollment Marketing )
We have always done assessment of our projects by getting student feedback on
almost every publication piece we do. We also plan out our projects and try to rank
the projects by priority based on what is needed by Admissions, Financial Aid and
other offices in OEM.
The assessment process should help with communication, tracking of projects, and
justifying positions.
3. What does your department need in order to develop better methods of assessing
to improve teaching and learning? (or effectiveness of the Enrollment
Marketing Office).
We need workshops on writing objectives and secretarial support to help us
complete the assessments.
4. What do you need in order to develop better methods of assessing to improve
teaching and learning? (or effectiveness of the Enrollment Marketing Office)
I need workshops on writing objectives and secretarial support to help me complete
the assessments.