Enrollment Marketing Services

Comprehensive student search, recruitment, and enrollment services designed to expand the University’s prospective student pipeline, increase qualified inquiries and applications, and improve enrollment yield.
- Enrollment Strategy and Planning Services shall include:
x Assessment of SUNY Fredonia’s existing recruitment funnel, enrollment performance, student populations, geographic markets, and recruitment practices;
x Identification of opportunities for enrollment growth and improvement throughout the recruitment funnel;
x Development of annual and cycle-specific recruitment strategies;
x Recommendations regarding target populations, geographic markets, academic programs, and other potential areas for enrollment growth;
x Establishment of measurable goals and key performance indicators for proposed recruitment activities; and
x Regular strategic consultation with University enrollment leadership to evaluate performance and adjust strategies throughout the recruitment cycle.
- Audience Identification, Segmentation, and Targeting hould include, where appropriate:
x Geographic location;
x Academic interests;
x Student demographics;
x Enrollment level;
x Recruitment source;
x Student behaviors and engagement;
x Stage within the enrollment funnel;
x Likelihood to apply and/or enroll; and
x Other characteristics demonstrated by the Contractor to be predictive or useful for
student recruitment.
- Recruitment Communications and Engagement shall develop, support, and/or execute recruitment communications designed to move prospective students through the enrollment funnel. Communication strategies may include:
x Email;
x SMS/text messaging;
x Direct mail;
x Personalized digital or web experiences;
x Landing pages;
x Telephone or other direct student outreach; and
x Other communication channels recommended by the Contractor.
- Application Generation and Conversion shall address both the conversion of existing inquiries into applicants and the conversion of prospective students generated through the Contractor’s search activities.
The Contractor shall:
x Develop targeted inquiry-to-application conversion strategies;
x Identify prospective students demonstrating behaviors or characteristics associated with increased likelihood to apply;
x Support application-generation campaigns and outreach;
x Develop strategies for re-engaging prospective students who have not applied;
x Support application completion efforts for students with incomplete applications or outstanding requirements; and
x Measure application generation and conversion attributable to or influenced by Contractor activities.