Achieving the mission-driven enrollment goals will result from attaining six more specific sub- goals: Sub-goal 1: Increase Ellensburg new first-year student enrollment from 2131 in Fall 2017 to 2500 by Fall 2024 (17.3% growth) In-state residents from 1,975 in 2017 to 2,250 in Fall 2024. Non-domestic residents from 141 in 2017 to 195 in Fall 2024. International students from 15 students in 2017 to 55 in 2024. . Rationale: In keeping with our mission, to ensure CWU increases access to higher education while meeting our six-year revenue projection requirements.
Strategy
Tactics
Establish CWU’s presence in Tri-Cities and the Greater Spokane Area Strengthen our presence in states with a history of attending out of state institutions (i.e., California, Alaska, and Hawaii). Establish a presence in Southeast Asia. Launch a new marketing brand. Enhance the campus visitor experience with a consolidated "Welcome Center." Increase application workshops in the high schools and on-campus. Expand the number of major specific recruitment materials sent to prospective student interested in identified growth majors. Enhance major specific recruitment materials for name-buys of identified growth majors. Work with departments of identified majors to create yield events and activities. Use CRM (Customer Relationship Management) engagement data to identify leads and applicants likely to enroll. Embed Google analytics into web and CRM channels. Use data insights to enhance web and CRM effectiveness. Develop a comprehensive assessment of digital communication effectiveness using A/B testing with the CRM. Develop yield dashboards that integrate housing, financial aid, CRM, and New Student Orientation data to aid in melt reduction. Investigate impact of CADR complete
Strategy #1 – Develop CWU's next generation marketing, recruitment, and campus visitation plans that expand our first- year student market share into new geographical areas while maintaining current market share.
Strategy #2 – Target recruiting for ASL- identified growth majors well-suited for first year student growth.
Strategy #3 - Integrate data analytics to support and direct yield activities.
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