Evaluation and Assessment #6
6. A process is in place and followed for the assessment of recruitment practices.
Deficient Developing Accomplished Exemplary
Information about our program is clearly posted on our Web site.
Information about online learning at the School of Information is also provided.
The iSchool runs several online open houses throughout the year.
Recruitment is also carried out at various professional conferences and through social media. Recognizing that there are many variables that influence the decision to attend graduate school, the School of Information (iSchool) at San Jose State University employs an integrated, cross-channel marketing approach to its student recruitment plan, targeting both a prospective student audience and a referral audience by utilizing various marketing channels.
Target audience demographics and geographic regions are selected based on research such as data compiled from surveys of new students and alumni, website visitor statistics, and competitive analysis. For example, the School uses this research to develop a prospective student profile and identify target states in which to place advertising.
The School uses a mix of marketing activities to reach the target audiences in an effort to leverage, support, and build upon each medium and reach the target audiences where they consume media. Marketing activities include but are not limited to advertising, social media, and email marketing.
The School strategically places paid media in print publications and online publishers based on how well the readership (e.g., age, gender, interests, household income, college education, geographic location, etc.) as defined by the publication/publisher aligns with the target audiences. The advertisements brand the School as a leader in the library and information science field and promote the School’s programs such as Master of Library and Information Science, Master of Archives and Records Administration, Post-Master’s Certificate in Library and Information Science, and San Jose Gateway Ph.D. program.
In addition, the School is active in social media. The social platforms, specifically Facebook and Twitter, connect the School’s global community and foster information sharing. The School also has a YouTube channel that features academic webinars and promotional videos. Prospective students, current students, alumni, and the professional library and information science community interact with the School via the social platforms.
The School also reaches its target audiences by sending email announcements. The School maintains a database of global contacts including academics, information professionals, media, and prospective students. Custom email announcements are sent to the various contacts. For instance, the School sends monthly emails to the prospective student contacts informing them of application deadlines, open house events, new courses, and promotional information.
All marketing activities are evaluated regularly to determine if they are achieving the marketing goals and objectives based on pre-established key performance indicators. The results are used to optimize and refine, or cease, marketing activities and identify new tactics for exploration and implementation. The marketing program is continually evolving in an effort to maximize efficiency and effectiveness. The School makes heavy use of Google Analytics.
The school surveys students who are accepted into the program but do not begin classes. Data about why they made their decisions is analyzed and acted upon.