Board Of Trustees Enrollment Management & Student Affairs Committee Minutes
The committee discussed the Graduate and Continuing Education (DGCE) admission strategy, noting challenges related to fluctuating loan availability, such as the discontinuation of the Grad Plus Loan, and the reliance on digital marketing. Discussions covered competition for students, noting that four-year institutions are actively recruiting from markets previously untapped and that replacing lost international student revenue requires securing two domestic students. The importance of endowment consideration in digital marketing decisions was highlighted, along with strategies to better communicate program costs and duration. Enrollment projections for upcoming terms were reviewed, including the anticipated impact of new MBA and online programs. Digital ad metrics indicated performance at or above industry standards, with specific spending noted for various graduate and undergraduate programs. A significant portion of the meeting focused on introducing a new brand platform developed by agency BVK, aimed at addressing Westfield State's historical lack of awareness and inconsistent messaging. Key research takeaways emphasized connecting student descriptors to career outcomes, highlighting internships, and focusing on graduate employment. The proposed brand platform, "Imagine a Future," is designed to be flexible for various university communications, and considerations for its successful internal and external rollout were outlined, including leadership support and investment in a long-term marketing plan. Discussions also touched upon engaging alumni and refining advertising channels and taglines, as well as the role of athletics in attracting students.