October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

IT and Admission Speak: Bridging the Communication Gap for an Effective Student Recruitment Strategy

#PST13 Poster Sessions Track

First floor foyer, Frontier Airlines Center


Do your admissions officers want to be on the cutting edge of technology when it comes to student recruitment strategies, but they don’t always know what is technically realistic, effective, or even appropriate? Does their struggle to understand and converse in "IT speak" put them at risk for making costly mistakes? To develop an effective online recruitment strategy and a plan for measuring its success, college admissions, marketing, and IT departments must work together and bridge the communication gap between all three groups. This year, Kenyon College did just that when it decided to rethink its approach to "Search"—the annual marketing campaign targeted at names purchased from College Board. The goal? To entice these prospective students to join the school's mailing list and expand the admissions funnel. By ensuring that the technical and non-technical members of the Kenyon team had a thorough understanding of "search" and the in-house IT resources that could be leveraged in the effort, a successful collaboration emerged. The result? A new, cost-effective email campaign with an improved response rate.


Patty Burns
Director of New Media, Kenyon College

As the director of new media at Kenyon College, Patty Burns oversees the content and strategic direction of the top-level pages of Kenyon’s web site. She is passionate about developing effective digital strategies for student recruitment.