Monday, October 10, 2022, 2:45 PM - 3:30 PM CDT
Low-income, high-achieving students often feel overwhelmed with the details of the college admissions application process. They may have insufficient or inconsistent access to resources when applying to a school. They may feel that their application will not be given just consideration. The University of Florida Office of Admissions created two microsite/digital ad campaigns to reach this targeted population, which included a microsite, postcard mailout and digital marketing. With UF rising to a top-five public university, that ranking can resonate as elitist in the minds of some potential applicants. During the first-year student recruitment phase, we launched a campaign titled “Dream Forward” for five weeks to 35,000 households (low-income, GAP schools), which resulted in 14,000 applications from this population and a conversion rate of 40 percent in our marketing. These applicants were 20 percent of our total applicant pool. Once freshman decisions were released in late February 2022, we launched a second campaign titled “You Belong” for those applicants who were admitted, a population of about 3,200. This campaign with a goal of yield focuses on affordability, community and outcomes, and provides valuable information to these students on assurances of college success at UF. In this session geared toward anyone tasked with student recruitment marketing, we will illustrate how we developed and deployed two distinct microsite campaigns to move the needle on recruiting and yielding this well-deserved student group and assuring them that they will be supported at UF in achieving their educational goals.