I’m happy to share results from EAB’s perception study of high school students in our recruitment territory. The study is one of the takeaways included in our strategic enrollment management (SEM) planning with EAB.
The survey included 739 responders, which included high school sophomores and juniors, and 2022 seniors who did not apply to Northern. The intent of the survey can be found on page 3 of the executive summary.
The study provides a plethora of results to help guide the Enrollment Management Council (EMC) and our future SEM plan in addressing our number one campus priority: Build a growth strategy to expand student access, success and educational attainment.
Recommendations from the study include:
- Help define value for students and their families
- Help students envision their matriculation to Northern
- Communicate with students, parents and high school counselors through preferred channels
- Overall focus on campus experience (which includes state-of-the-art facilities)
- Increase focus on career outcomes
- Promote a safe, supportive and diverse campus
- Improve current perceptions of academic reputation
The Division of Enrollment, Communications and Marketing, with help from the Institutional Identity and Brand Awareness SEM working group, has begun updating marketing materials for the upcoming recruitment cycle based on the survey results and recommendations.
In addition, the same SEM working group has been tasked by EAB to provide recommendations on how to: “Build internal understanding of and appreciation for Northern’s brand identity as the unifying theme that underpins all communications.”
Working group recommendations will be delivered to the EMC in September. After that, the process of drafting a campus SEM plan begins.
Please let me know if you have any questions regarding the perception study results or the ongoing SEM planning process.
VP Enrollment, Communications and Marketing