TELLING OUR STORY SELLING THE EXPERIENCE Leveraging Internal Talents to Rebrand and Drive Enrollment presented to COUNCIL OF ACADEMIC ADVISORS 2018 Summer Conference | July 13, 2018 #ALOHACAA

MY RECENT ADVENTURES

2015 Strategic Planning for Admission and Recruitment

201518,865

200420,549 8.2%

Total Enrollment

Transfer Enrollment Trends

Deans

Faculty

Staff

Administrators

Students

SPARC

Challenges

1 MOBILITYHawaiiʻs unique migration patterns

2 AFFORDABILITYLack of scholarship funds, costs to attend WUE schools

3 H.S. GRADUATES& CGRDeclining graduates and college going rates

4 YIELDDecreasing yield rates

5 PERCEPTION

Reputation, image, brand, marketing

6 RETENTIONStatic retention rates and no interest in improving

Enrollment Projections Recruitment

Affordability

Infrastructure

Five Key Strategies

Branding

20% 80%

Emotions are twice as important as product attributes…

…in process by which people make buying decisions. - journal of advertising research

A brand is a promise• It is the feeling you get when you use the

product

• The experience it provides you

• Loyalty beyond reason

mo‘olelo

FACULTY

STUDENTS

ALUMNI

academics/ research

career

student life

NOLAN OMURA Honolulu, Hawai'i Civil Engineering '20 @nolanomura

JAKE REICHARD Snohomish, Washington Marine Biology '20

AMELIA MCKENZIE Honolulu, Hawai'i Asian Studies ’19 Study Abroad in Nishinomiya, Japan

CHAE HO LEE Associate Professor, Art and Art History College of Arts and Humanities

JESSICA VILLANUEVA Teacher, Suisun Elementary School B Ed Elementary Education & Special Education, ‘07 2017 Milken Educator Award Recipient

VIEWBOOK

PARTNERSHIPS

SCHOLARSHIP AWARDS

EVENTS

EVENTS

Accepted Student ReceptionsHo‘omaika‘i!

PRESENTED BY THE OFFICE OF ADMISSIONS

Ho‘omaika‘i!

Ho‘omaika‘i!

PROMO/SWAG

WEBSITE

SOCIAL MEDIA

Tota

l Stu

dent

s

0

4500

9000

13500

18000

2015 2016 2017

Inquiries Applicants Admit Deposit Enroll

1,9171,9311,863 2,4232,2852,271

7,0696,3046,270

8,5647,8617,700

16,605

13,164

9,8889,888

13,164

16,605

Recruitment Comparison 2015-2017

20151,108

20161,241

20171,157

+12%