We leverage data to assess the health of the prospective student funnel for programs, marketing campaigns, and overall portfolio activities, refining our marketing and recruitment strategies. Our reporting process integrates data from Salesforce and other campus databases into Tableau reports to provide a comprehensive view of funnel-related metrics. These reports serve as key tool in identifying opportunities for improvement and ensuring that our efforts align with prospective students' needs.

Marketing and Recruitment Reports

The PDC project management, marketing, and recruitment teams share data from several types of reports to support strategic decision-making.

• Marketing Campaign Report: These reports break down marketing campaign spend, key performance metrics, and outcomes, allowing us to evaluate and optimize our marketing tactics
• Opportunity Trends Report: Designed to provide users insights on the enrollment funnel using graphs, tables, and other visualizations for the goal of deeper analysis and understanding
• Salesforce Reports & Dashboards: Reports with real-time insights into Salesforce data from dashboards with funnel-related summaries to customizable reports listing specific opportunities
• Other PDC Reports: The team uses many types of reports to analyze data related to the prospective student funnel and beyond

By reviewing data, discussing key takeaways, and identifying actionable next steps, our teams work closely with PDC programs to ensure that data-related insights translate into strategic improvements.

Contact your project manager/coordinator if you have specific reporting needs.

Annual Marketing & Recruitment Debriefs

Typically conducted at the end of each fiscal year, the PDC team presents program-specific and portfolio-level debriefs focusing on marketing and recruitment outcomes over a specific time period to assess overall impact and inform strategies for the next fiscal year. Holding an annual debrief allows the PDC team and stakeholders space to analyze understand marketing and recruitment trends and challenges specific to a program or grouping of programs. It also identifies areas for improvement, such as messaging gaps or engagement issues, and sets goals for the next recruitment cycle based on insights from past performance. Ultimately, this process helps optimize marketing and recruitment efforts, allocate resources effectively, and explore new initiatives to enhance student recruitment.

TREE Data Project

The Tactics, Reports, Engagement, and Enrollment (TREE) project empowers the PDC leadership and marketing and recruitment teams to make data-driven decisions that enhance prospective student engagement, focusing on how early-funnel tactics influence application and enrollment outcomes. The project team analyzes, develops, and refines funnel-related metrics — from initial awareness to final enrollment — helping the PDC team better understand student behaviors throughout the journey to enrollment.

TREE is a cross-functional collaboration withing the Division of Continuing Studies, with expertise spanning project management, IT/data, marketing, and recruitment. This diverse team is uniquely equipped to tackle the complex, data-driven challenges related to marketing and recruitment for academic programs.

Here are a few examples of TREE projects:

• Attribution Groupings and Report Definitions: Reviewed and updated data groupings to ensure consistent and accurate attribution of efforts at various stages of the student engagement funnel.
• TREE Definitions: Developed standardized definitions for TREE reports to ensure clarity and consistency in how terms, metrics, and data are interpreted across the organization.
• Debrief Templates: Created templates for consistent delivery of annual program and portfolio-level marketing and recruitment outcomes to assess overall impact and inform strategies for the next recruitment cycle.
• Marketing Campaign Report: Collaborated with Integrated Marketing Communications (IMC) to create a comprehensive report that breaks down marketing campaign spend, key performance metrics, and outcomes.
• Contact-Level Reporting (Coming soon!): Traditionally, PDC reports focus on the Salesforce opportunity level, where interest is shown for a specific program and term. To better understand the full prospective student journey, the team is developing reports at the contact (or person) level — tracking engagement across multiple programs and terms.