A Model of Successful Student Recruitment for Satellite Engineering Technology Programs

A Model of Successful Student Recruitment for Satellite EngineeringTechnology ProgramsAndrew T. Cobb and Terrence P. O’ ConnorPurdue Statewide TechnologyNew Albany, IN 47150AbstractIn recent years, many engineering technology programs have experienced decreases in enrollment. Many theories exist as to the cause of this recent decrease in enrollment. Of these engineering technology programs, the Purdue Statewide Technology site in New Albany on the Indiana University Southeast campus has been an exception. Enduring many of the same obstacles as the main campus programs and additional obstacles as a Purdue Statewide Technology site remote from the main West LaFayette campus, the program in New Albany has grown at a steady rate.In this paper the authors, faculty members at the New Albany site, offer their own theories as to the recruiting issues faced not only by satellite engineering technology programs but those faced by engineering technology programs as a whole. Citing past examples and experiences, and their results, the authors assimilate characteristics for a model for successfully recruiting in an engineering technology program.The issues discussed by the authors include: 1) Discussion of recruiting problems encountered by the satellite facility as an engineering technology program, including their origin and how these problems perpetuate, 2) Discussion of solutions that have provided positive results at the New Albany site, 3) Discussion of the most effective solutions in the form of a proposed model for an engineering technology recruiting program including experimental methods derived from extrapolation.The problems associated with recruitment in engineering technology programs, whether for a main campus facility or a satellite facility, may not seem clearly defined. The authors attempt to clarify some of the recruitment problems faced by their satellite facility as well as offer solutions based on their past experiences. The authors present this material as an informative document to benefit other facilities that may be operating under similar conditions.IntroductionMany problems associated with student recruitment exist in today’s academic arena. Satellite campuses, those located outside a main campus, endure these general recruitment problems as well as a host of other problems specific to these satellite facilities. The result of ignoring, misunderstanding or underestimating the causes of recruitment problems is lowered enrollment. Often the results are irreversible.While the authors do not claim expertise in the area of recruitment and its associated difficulties, they have, through their experiences and the experiences of the staff at their campus, formed criteria that has shown positive results in the area of student recruitment. These criteria will be discussed in this paper, however, first a foundation must be constructed so that the ideas presented will have meaning.The first item discussed will be a general description of some typical problem faced specifically by satellite campuses. Second, a discussion of solutions that address the problems previously presented will be offered. Finally, the authors will extract some of the most critical issues in student recruitment and present them in the form of a model for other facilities under similar conditions.Student Recruitment ProblemsStudent recruiters at satellite campuses face a myriad of challenges, some of which are unique to their situation. In general, these problems can be separated into two areas:problems associated with awareness and problems associated with perception. Awareness problems are those in which potential students simply do not know that the facility exists or that it offers particular services. Problems associated with awareness must be addressed by various methods of advertising so that potential students or individuals who have relationships with potential students are informed of the existence and services offered by the site.Problems associated with perceptions can often be more difficult to address than awareness problems. If an individual has a negative experience with a university or with university personnel, the damage of the experience may be irreversible. Perception problems can originate from almost any facet of a university including sports teams or figures, faculty, staff or other representatives of the university.The most common perception problems associated with perception at the New Albany site originate from the perception of the school or the perception of the classes or faculty. Negative perceptions of the school could be in the form of a fear of the school name since this is normally associated with a larger institution or the perception that the satellite campus is not a full-fledged university, lacking the credentials or prestige of the main university campus.Perceptions of faculty members as hard-nosed, cold lecturers who are interested in nothing other than failing every student can also be damaging to the site. In contrast, bad impressions of faculty members from reports of low quality standards can be equally as damaging.Many more problems exist that can affect the perceptions of potential students or those in the positions of advising potential students. We have identified a few of the most tangible that seem to be the most significant factors at the New Albany site. In the next section we attempt to address many of these issues offering practical solutions.Student Recruitment SolutionsSolutions that address some of the student recruitment problems can be separated into four major categories: Identify Recruitment Targets, Maintain High Standards Of Quality,Maintain High Profile, Meet The High Schools. These categories are elaborated below. Identify Recruitment TargetsThe first step to effective student recruitment is to fish in the right pond. This means a site needs to obtain information about its current and potential student population so that recruiting is done in the right places. A “right place” for student recruitment may be a high school or it may be a manufacturer.For the New Albany Purdue Statewide Technology site, approximately 50% of the students meet what are considered non-traditional student criteria. They are typically 25 or older and are full-time employees at a relatively local business. Therefore, the most effective method for reaching individuals of this category is to become visible at their place of employment.Specifically, representatives from the site should meet with human resource personnel and managers to establish rapport, make them aware of the existence and location of the program and above all discuss the ways in which the company might benefit themselves and their employees by beginning a relationship with the school. A planned visit may also be of benefit in order to tour the school’s facilities and meet the school’s faculty members face-to-face.Other effective recruitment techniques involve dealing directly with the potential students. Some ways to inform employees of the services that the school offers include company-approved fliers or bulletin board notes and company sponsored or advertised college fairs.Another innovative way to begin a relationship with an employer and its employees is to offers a course at the school on a specialized topic desired by the employer, offering college credit to the employee. An example might be a one-credit introductory computer literacy course offered to a company for one semester. This type of course benefits the employer since they don’t have to use their time and resources to train the employees. The employee leaves the class with college credit and valuable training while the school has established a relationship with the employer and the employees.Maintain High Standards Of QualityIn the advertising business it is said that the best method for advertising is not billboards, print ads, radio, television or even the Internet. The most effective advertising is word-of-mouth advertising. This applies to schools as much as, possibly even more than, an other industry. If consumers like the product, they tell others about it. In the education business, the product is the graduate and the consumers are employers. It is therefore important to keep high standards so that word-of-mouth advertising is always positive.For word-of-mouth advertising the employers must gain a perception of quality about the school. Quality perceptions come from successes of past graduates, publicity received from academic awards and grants, the appearance of the school’s facilities and the professionalism of the faculty and staff. In many cases the impression of the school is made by the first contact whether it is by the division secretary, the student coordinator, a current or former student or a faculty member. For this reason it is important to maintain high quality not only in the courses taught at the school but in many aspects.Achieve and Maintain a High ProfileBefore students can become interested in the programs offered at a satellite facility, they must first become aware of its existence. Many methods exist for making potential students as well as the general public aware of the presence of a satellite campus. One method is with the use of advertising. Establishing a publicity-worthy project or activity is but one way to highlight the site. At the New Albany site, an Electric Vehicle Racing Team was established to procure and enter into competition an electric car. Almost immediately local newspapers called to arrange interviews to discuss the details.Other media exist, however, for low-cost or free advertising. Newsletters, mailings and college fairs are examples of alternate but effective methods of advertising for satellite campuses.Meet The High SchoolsOne of the disadvantages of a regional campus site is the lack of dormitories or other student housing facilities. Therefore, student recruitment is often limited to a local radius so that the majority of students are within commuting distance. An advantage of this limited recruiting region, however, is that student recruiters can concentrate more of their efforts on a smaller area of high schools.Recruiting at high schools can take on several different forms. One of the most effective methods is to meet the guidance counselors at the schools. Strong relationships with high school guidance counselors has been an important factor in student enrollment at the New Albany site. Another method of increasing visibility for recruitment at high schools is to offer the services of faculty members. A fifteen minute to half-hour presentation given by a faculty member may be enough to interest several students at the high school in the midst of making decisions about their respective futures.Other methods involve the interaction of high school personnel with university personnel. A method that has begun to show positive results at the New Albany site is the initiation of a “high school advisory board”which involves members of high school personnel and university faculty and staff and meets at regular intervals during the semester. Site newsletters, regular meetings and university open-houses are additional ways in which high schools may become more aware and interested in a local campus program.Model For RecruitmentIn conclusion, we summarize some of the particular solutions offered in the paper in the form of a model. We believe the following criteria for student recruitment forms a successful model and provides positive results: (1) Recruit potential students in the places in which you will have the highest probability for positive results. For the New Albany campus, two environments provide maximum effectiveness: employers and high schools.(2) Maintain high quality standards in teaching. Word-of-mouth advertising will follow.(3) Achieve a high profile. Include projects that involve the local community and that catch the attention of the local media.(4) When working with high schools, form relationships with the faculty and staff that require periodic interaction. The New Albany site has employed many methods to maintain contact with local high schools. Among these methods are the development of a monthly newsletter distributed to local high school personnel, the initiation of the “high school advisory board” which provides for open interaction between local high school staff and university faculty, and periodic visits to the local high schools by university recruiters and faculty.We believe that these criteria form the foundation for a recruiting program at the New Albany Purdue Statewide Technology site which has seen positive results in the past few years since the inception of many of the techniques. It is our hope that we have provided insight into student recruiting particularly as it applies to satellite campuses.。