Specifications include, but are not limited to: A. Project Goals: 1. Grow WCSU inquiry pool 2. Grow WCSU’s application pool 3. Increase yield rates (prospects → applications → admits → deposits) 4. Analyze campaign performance 5. IQ pool 24,000-25,000. Pool is currently 7,772. 6. First-year applications goal, 5100+ 7. First-year enrolled number goal, 850+ 8. Yield on first-year students to return to pre-Covid-19 levels of 20-21% 9. Quality to remain around 1080 -1100 SAT composite B. Targeted Audiences: 1. Connecticut high school students (ages 16-19) and their parents 2. High school students (ages 16-19) and parents/influencers in New York and New Jersey 3. High school students (ages 16-19) and parents/influencers in Rhode Island/ Massachusetts 4. High school students (ages 16-19) and parents/influencers in other New England states C. University Marketing Capabilities: 1. WCSU has an in-house graphic design team 2. The WCSU website is managed in-house with IT&I 3. We have a VR-enabled virtual tour (You Visit) 4. The Office of Admissions uses Target X CRM 5. WCSU has a robust and broad-based social media presence, including official University accounts and many department level Facebook, Instagram and Twitter accounts 6. WCSU has extensive experience with Student Search and is in our sixth cycle of running a multi-tiered student search D. Potential Student Search Sources 1. College Board SAT/PSAT/AP 2. ACT/NRCCUA/Encoura 3. Current WCSU IQ pool 4. Cappex 5. Niche E. Timing of campaign: 1. Fall/Early winter application generation from senior (fall 2022) 2. Winter\early spring inquiry generation from juniors (2023) and sophomores (2024): 3. Both campaigns could include multiple list purchase/launch dates
