The Assistant Director of Outreach and Recruitment is responsible for ensuring the unique, differentiated product attributes and benefits of each School of Business academic program are clearly articulated and sold to targeted student segments. The Assistant Director provides ongoing data analytics about the external and competitive environments in which the School competes to advance data informed decision making and program development that exceeds customer needs.
The Assistant Director position collaborates with others to ensure the entire School of Business’ academic portfolio delivers defined enrollment and retention goals. Additionally, the Assistant Director works with various support groups within the School and at USD to build equity in a unified brand essence. The Assistant Director is responsible for coordinating and attending program-specific recruiting events as well as maintaining relationships with admitted students until they matriculate into their program(s).
This position requires a customer-focused personality, high energy, and ability to interact with prospective students, current students, alumni, faculty and staff, and the employer community. The Assistant Director has a dotted line reporting responsibilities to the Department Chair(s) as assigned. The role requires flexibility in working some evenings and weekends, as well as occasionally travel.
Duties & Responsibilities:
● In coordination and collaboration with the respective Department Chair(s), ensure the unique, differentiated product attributes and benefits of each academic program are clearly articulated and sold to targeted student segments.
● Coordinate and participate in academic program-specific recruitment efforts, including but not limited to virtual and traditional face-to-face meetings with prospective students and participation in academic program related activities and/or events.
● With support from the Product Marketing Specialist, recruit new students using impactful marketing and selling tactics that yield a quantifiable and significant return on marketing investments across various channels.
● Monitor progress toward enrollment/retention targets and recruitment objectives, and provide regularly reporting of that progress to the respective Department Chair(s) and others as necessary and requested.
● Work with Product Marketing Specialist to increase quality lead generation and enrollments by prospective students while decreasing the cost per inquiry. Quality leads are those that meet or exceed the minimal requirements defined by the School of Business.
● Ensure responses to new prospective student leads within 24 hours.
● Convert leads enrolled students.
● In collaboration with Product Marketing Specialist, develop a process for a high-converting stream (lead-to-student) of inquiries.
● Track prospective student and applicant data using our Customer Relationship Nurturing (CRN vs. CRM) system extensively to track prospective student and applicant data; analyzes and reports data to Assistant Dean of Marketing on a regular basis.
● Maintain relationships with admitted students until they matriculate into the program(s).
● Track lead quality per channel, time to contact, contact rate, conversion rates (lead to student by channel), app yield and other conversion metrics so they can be constantly optimized for improved performance.
● Aid in the creation of all marketing tactics deployed as part of the School of Business and Academic Program Suite.
● Cultivate trusting relationships with external stakeholder groups, including but not limited to businesses, industries, non-governmental entities. Collaboration with the School of Business and USD entities who interface with those external stakeholders is critically important.
● Review applications and conduct admissions interviews in collaboration with the respective Department/Academic Program Suite and other School of Business units as needed.
● Support applicants throughout the admissions process.
● Develop and implement yield initiatives for admitted students.
● Collaborates with the Director of Business Admissions to ensure processes are consistent across all programs.
Research and Analysis:
● Provide ongoing data analytics about the external and competitive environments in which the product suite competes to advance informed decision making and innovation.
● Positively impact the fiscal performance of the School of Business degree and certificate programs.
● Develop and implement data-driven, metric-based marketing research, analysis and marketing assessments.
● Conduct market research to adjust marketing plan and strategy as needed in order to optimize student recruitment and retention.
● Research marketing channels for specific audiences as support for assessing the ability to reach the target audience and build a marketing promotional plan.
● Conduct enrollment analysis and analyze database of prospective students to forecast future student conversions.
● Collaborate with the marcom team to monitor, track and report on all campaign activities including cost per lead (CPL) by source, lead conversions, ROI on campaign expenditures, response rates, etc.
● Collect and report data for USD reporting and other surveys (e.g., Bloomberg Businessweek, US News World Report, and others).
Event Coordination and On-Site Support:
● Plan and execute recruiting events as required on and off campus.
● Lead event coordinator for all recruiting events related to assigned vertical.
● Work with marcom to designs event marketing communications content and strategy as needed.
● Plan and promote recruiting events and work with marcom on pre- and post-event lead follow-up.
● Support PMS with the creation of e-mail campaigns and marketing materials as needed to help promote recruiting events and initiatives.
● Coordinate event email broadcast calendar and distribution to target segment.
● Provide day-of event management by coordinating on-site logistics such as set-up, tear-down, catering, attendee check-in, etc.
Marketing and Communications:
● Responsible for creating brand promise and attributes that are unique and important to the target audience for each degree program and certificate presented to the marketplace, developing compelling messaging campaigns, target personas and stewarding the campaign process with all stakeholders.
● Translate the unique differentiators and benefits of each academic program within the Academic Program Suite into all communications materials developed and produced in collaboration with Marcom.
● In collaboration with the Product Marketing Specialists, develop a communication and marketing strategy that addresses the student life cycle and considers program priorities including: using customer data to establish cost effective contact practices; combining customer data to determine best ROI for promotional efforts per program, etc.
● Collaborate across the School of Business’ Academic Product Suites to ensure the entire School of Business’ academic portfolio delivers defined enrollment and retention goals.
● Collaborate with the School of Business’ various support groups to ensure a unified brand essence for the School of Business is promoted (i.e., Marcom, Assistant Dean for Portfolio Management, Centers of Distinction, and Learning & Technology).
● Collaborate with Graduate Student Services, Office of Career Development, Alumni Relations Personnel and graduate student associations at the School of Business in recruiting initiatives as needed.
● Upon graduation, liaise with School of Business alumni relations to connect graduates with post-graduate alumni programming.
●Other duties as assigned.