Orientation consists of two onboarding events, Admitted Student Day and Week of Welcome. The intent is to share information about the revisioning of the Orientation experience for our first year and transfer students. Orientation has had many reiterations over the last few years, and the goal is to provide a streamlined approach that focuses on the warm handoff from the recruitment staff to the orientation staff. These experiences are steps forward in the student’s journey to becoming a Wildcat. The Orientation office also provides retention and recruitment for the Jump Start program. For the Fall 2023 cohort of forty-eight students to the Jump Start program, staff have decided to expand the program to a year-long engagement opportunity for these students to continue connecting with each other, peer mentorship and navigating the university system. Lastly, the Orientation team supports Wildcat Preview Days. These are the largest recruiting events held for prospective, newly admitted students and their families. We know that visiting CWU is one of the best ways for students and families to envision themselves as a part of the Wildcat Family. Orientation and onboarding experiences provide students with the resources they need to successfully navigate University life. In spring 2023, the Yield/Anti Melt Task Force and the Persistence and Completion Council were launched to begin the process of reviewing and evaluating immediate programs and initiatives to address the enrollment decline and develop a strategic marketing plan. What emerged from these two groups was a broader and intentional need for recruitment and retention efforts to work in alignment with each other. The proposed Strategic Enrollment Management (SEM) Model was approved by the Executive Leadership Team in September. In August, consultants from AACRAO (Association of Collegiate Registrars and Admissions Officers) visited the campus and met with executive leadership, deans, and staff with the dual goal to provide a Strategic Enrollment Management Plan and assessment of CWU’s recruitment and retention efforts. The SEM Model provides an important level of coordination and collaboration between recruitment and retention programs and initiatives. The SEM Model allows for targeted workgroups to be identified on an as needed basis and work on specific time frames to develop and complete initiatives, identify priority areas, or assess and evaluate programs. The SEM Model brings together faculty, staff, and data experts to continually consult and interact as projects move forward. The SEM Model is a national best practice from the (AACRAO). Recruitment Marketing and Web Update Andrew Morse, Chief of Staff and Interim Vice President for University Relations, Emilie Hobert, Executive Director of Marketing and Branding, Emma Keene, CRM Communications Manager, and Marty Romero, Director, Web Development, updated the Board on recruitment marketing and the new website. Dr. Morse explained that during the 2022-23 academic year, the Division of University Relations undertook two critical projects to position Central Washington University for continued vitality in the short- and long-terms: (1) a new website that will support the strategic and intentional recruitment, retention, and success of students; and (2) a comprehensive marketing plan to support enrollment growth while further elevating the university’s brand recognition across Washington and beyond. Ms. Hobert noted that her team has been focusing on digital marketing. They have worked closely with Admissions this year to review all the Admissions materials. A brand management platform will be launched soon. Ms. Keene added that they have developed strategic goals for Slate Communications. Those goals are: • Develop and implement a design strategy that enhances brand recognition, evokes emotions through visual storytelling, and improves user experience.
7 Board of Trustees Minutes October 19-20, 2023
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