What is the Funnel?
The enrollment funnel is a way to categorize the stages prospective students move
through on their path to enrolling at a Western Kentucky University. The funnel is
a useful model for WKU to develop the best recruitment strategies for each stage of
the admissions process.
Recruiting the freshmen class each year requires multiple touchpoints during each stage of the process. Our electronic communication plan compliments in-person recruitment by reaching new audiences and expanding pre-established connections.
Prospect Stage
The prospect stage refers to inquiry-generation strategies which include:
- Student Search: We conduct a strategic nationwide search for high-achieving high school juniors and sophomores who have taken the ACT or SAT.
- Recruitment Travel: Admissions counselors attend college fairs and visit high schools across Kentucky and our border states.
These programs help build brand awareness and expand our pool of inquiries for future classes.
Inquiry Stage
After students express interest in WKU, we begin communicating with a broad array
of e-mail and print communications.
- Personalized Communications: Each inquiry is processed through Slate, which allows us to send customized communications based on academic interest, source of inquiry and other demographic data.
- Calls to Action: An assortment of communications encourage inquiries to:
- Apply for admission
- Visit our campus
- Take a virtual tour
- Meet admissions counselors visiting their high schools
Applicant Stage
The Office of Admissions processes more than 12,000 freshmen applications per recruitment
cycle. To help manage the volume of applications, as well as the expectations of
applicants for status updates, we have adapted a series of efficiencies:
- Document Imaging: All applications and credentials are digitized into our imaging system, optimizing the review process.
- Applicant and Data Analytics: With the help of outside partners, high-level statistical analyses are run to help predict the number of students WKU will enroll each fall.
- Slate Portal: Applicants use their Slate portal to check their application status and view a list of missing items.
- Proactive Outreach: A network of e-mail notifications alert students when their applications are complete or when items are needed.
Admit Stage
The Office of Admissions coordinates an assortment of programs to assist admitted
students and their families.
- Campus Preview Days: All-day events offering opportunities to interact with faculty and tour campus facilities.
- Discover WKU: Admitted students and their families attend receptions in other cities and states.
- Financial Support: We reward high-achieving students with merit scholarships and offer need-based aid to those who qualify in the form of loans, employment opportunities and grants.
Enrolled Stage
We maintain close communication with academic advising, housing and residence life
and the academic colleges to help ensure that members of the incoming class continue
to complete required enrollment steps including registering for the Topper Orientation
Program (TOP). Many of our staff members participate in Orientation and MasterPlan
sessions each year. We also process final high school transcripts, dual credit transcripts
as well as AP and CLEP scores.
Finally, we take time to perform comprehensive audits of all programs and events hosted in the prior year, examining what worked well and what can be improved for our next recruitment cycle.
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