Student Recruitment Assessment
  Instructions:
  This assessment covers student recruitment strategies, practices, processes and programs for each stage of the students life at the institution.  Select a value of 1 to 5 from the drop list in the scoring column for each statement.  A value of "1" means that you strongly disagree with the statement as it applies to your institution and a value of "5" means that you strongly agree with the statement as it applies to your institution.  If the statement is not applicable to your situation, select "0" from the drop list.  No questions are to be left unanswered.  Compare your average score to the rating scale at the bottom of this tool.

The purpose of this assessment is to identify areas of strength and areas of opportunity.  Ideally, this assessment will give you peace of mind.  More than likely, it will identify areas for improvement - and that's a good thing!
       
  Rating Scale: Results for This Section:  
       Score 5 - Strongly Agree Total Questions 35
       Score 4 - Agree Total Questions Answered
       Score 3 - Unsure Total Questions Applicable to Your Business
       Score 2 - Disagree Total Points
       Score 1 - Strongly Disagree Average Score
       Score 0 - Not Applicable Greded Score
       
New Student Acquisition / Lead Management Score
Rating
1) We have a formal plan for acquiring new students
2) We have a formal lead generation/recruitment strategy and plan with supporting budgets and forecasts.
3) We use lead generation/recruitment programs to identify and qualify prospect interest and potential before committing  resources.
4) We regularly review performance of our lead generation/recruitment programs in order to determine if we are successful.
5) We can quickly adapt to changes in the market that impact our new student acquisition/recruitment efforts.
6) We target our lead generation/recruitment efforts based on a well-defined profile of what we know to be our best / most successful and profitable students
7) We have a formal process for qualifying leads / new student prospects.
8) We use a lead scoring system to rank the potential student value of all leads however they are generated.
9) We make it easy for prospective students to get information about programs, services and our institution via the TELEPHONE.
10) We make it easy for prospective students to get information about programs, services and our institution via our WEBSITE.
11) We make it easy for prospective students to get information about programs, services and our institution via SOCIAL MEDIA (e.g., book, LinkedIn, Twitter, etc.) on the Internet.
12) We make it easy for prospective students to get information about programs, services and our institution via MAIL.
13) We have a process for managing the relationship with prospective students from the point of initial contact through enrollment in their first course.
14) We have dedicated marketing/enrollment management team that works exclusively with new prospects.      
15) Our enrollment management team is involved in the development of all lead generation/student recruitment programs.      
16) Only qualified leads are turned over to our enrollment management.
17) Our enrollment management team is happy with the QUALITY of leads generated from our recruitment efforts.      
18) Our enrollment management team is happy with the QUANTITY of qualified leads that are generated from our recruitment efforts.  
19) We use a Level 1 call center team (a first level call center generally operates 24/7, acts as the initial point of contact for user requests and has knowledge of the products, terms and conditions offered by the business) to qualify all leads before assigning to an enrollment management representative.
20) All new inquiries are immediately assigned to an enrollment representative who makes their first attempt to contact them within 1 hour.
21) Our enrollment advisors/representatives are thoroughly educated on the full promotional effort before it runs, including: media selection; samples of advertisements; detailed explanation of offers; etc.     
22) We utilize capacity and lead flow planning to manage lead flow so that it matches our enrollment team's capacity to handle them.
23) Our lead management process requires prospects be qualified and prioritized before assigning to an enrollment representative.   
24) We have a student referral program.
25) We constantly review our processes in order to improve and provide greater value to prospective students.      
26) We use information that we gather about our best/most successful students to target new student acquisition efforts.      
27) We have a formal lead nurturing process and system for working and converting qualified leads that are not yet ready to enroll.
28) We have regular ongoing communications programs with our prospects.
29) We have a centralized database for capturing all prospect demographic, marketing, and financial data.
30) We know how much it costs to generate a new student prospect/lead.  
31) We are constantly striving to lower our student acquisition costs.
32) We use integrated marketing campaigns to acquire new students
33) We have identified segments within our target audience that offer us the greatest opportunity for success.
34) We have developed services that are designed for the unique needs and wants of the non-traditional student [ex] 24/7 student service.
35) We have developed our website for the unique needs of the non-traditional students.
Analysis of your Score
Grade "A" - Excellent - 
You have excellent business and marketing processes and practices in place. 
Grade "B" - Above Average
You have good processes and practices in place and only need to work on fine tuning a few critical areas.  You could benefit from streamlining processes.
Grade "C" - Fair
You need to evaluate and document processes that utilize your resources efficiently.   
Grade "D" - Below Average
Your organization has a lot of work to do in improving marketing strategies and marketing management processes and practices.  
Grade "F" - Poor
Your organization is on life support.
© 2017 DWS Associates.  All Rights Reserved.