ACTION PLAN - University of Ulster

THE UNIVERSITY LOUISIANA AT MONROE
MARKETING AND RECRUITMENT PLAN
OCTOBER 2002
INTRODUCTION AND EXECUTIVE SUMMARY
For the first time in its history, The University Louisiana at Monroe has developed a
marketing and recruitment plan to aid in its recruitment effort. This plan could not have
been developed without the expertise and guidance of Noel-Levitz Consultants Richard
Eastop and Kent Hopkins, as well as the invaluable contribution of Robin Evans, ULM
Systems Coordinator, and the support of Theresa Hay, Assistant Commissioner for
Planning and Research with the Louisiana Board of Regents. The plan is comprehensive
and is designed to guide the efforts of the recruitment team and its supporting offices, the
faculty, and the administration, with the primary aim of achieving success in enrollment
increases.
This marketing and recruitment plan has one over-riding defined goal: enrollment
increases over specified periods of time. Established enrollment goals are provided,
thereby charting a course for the recruitment process with the sole purpose of attaining
results. In addition, the plan details goals, key strategies, and step-by-step action plans for
those areas which have been determined as being vital to increase enrollment and assist in
the recruitment process. Specific tasks, beginning and Target Date / Completion Dates,
responsible persons or offices, needed resources, and evaluation methods are outlined for
each goal and key strategy.
The plan is well conceived and clear. It is designed to maximize results and minimize the
possibility of obstacles to the success of enrollment increases. The document provides
direction to the marketing and recruitment process and benefits ULM by:
? Providing a systematic assessment of strengths, weaknesses, opportunities, and
threats as well as current marketing and recruitment strategies
? Coordinating and unifying staff effort
? Establishing a consensus and prioritizing goals
? Encouraging innovative thinking and problem-solving
? Ensuring more effective use of current resources and the need for additional ones
? Assigning responsibility, accountability, and work schedules
? Communicating and outlining the institutional enrollment plan
? Facilitating control and evaluation of activities and progress
? Providing a basis for future planning