ACTION PLAN - University of Ulster

Successful execution is paramount to the success of any plan. The effectiveness of this
plan will rest with the University’s responsible persons’ abilities to implement the
components of this marketing and recruitment plan. The primary components of this plan
are:
? Increasing new student enrollment with specified number goals in all
classifications (i.e., beginning freshman, transfer, non-traditional, and
minority)
? Providing an instant admissions process for selected high schools in order to
convert beginning freshmen from the inquiry to application/acceptance stage
? Developing a systematic, comprehensive communication flow which
includes marketing materials to address inquiries from prospective
students, parents, beginning freshmen (directly from high school [DHS]),
transfers, and nontraditional students
? Establishing a territory management plan/philosophy for the recruitment of
new students
? Making the financial aid and scholarships program an integral part of the
recruitment process
? Building an adequate student inquiry pool through various activities;
including developing a prospect pool and purchasing ACT and SAT student
lists
? Qualifying the inquiry pool by developing general and major-specific e-mail
messages and letters to address questions from prospective students making
high school visits; establishing student referral programs; utilizing other
departments’ student contacts; and using established programs which aid high
school students and their parents in choosing ULM
? Developing an effective organizational structure (function and number of staff)
for the Recruitment/Admissions Office to increase the recruitment effort and to
diminish the application processing time
? Developing an effective marketing / public relations advertising campaign by
conducting comprehensive market research to better understand the University’s
current position.
? Increasing the number of campus visits and the quality of the campus visit
programs
? Increasing selective admissions standards, thereby improving the academic
quality and ability of the beginning freshman student
? Establishing trained telemarketing teams to make targeted telephone
contacts
? Implementing a staff development program with a promotion structure and
a professional development component