The Road to Xavier Accepted Student Web Site

Jesuit Advancement AssociationJune 2007

Road to Xavier

Road to Xavier: Engaging

Road to Xavier: Interactive

Road to Xavier: Rewarding

Road to Xavier: Personal

Road to Xavier: Customized

Road to Xavier: Focused

Road to Xavier: Creative

Overview• Business Goal: Increase deposits from students accepted

for undergraduate admission.

• Strategy: Strengthen Xavier’s image and better engage accepted applicants and influencers through interactive and peer-to-peer marketing.

• Tactic: Create customized, user-driven web site that’s interactive and fun, connects prospective students to one another and current Xavier students, and sells Xavier.

Chief Components• Your Space: social networking tool (with incentives)

• Blue Tube: view & rate videos from current students

• Learn from current students: video introductions, IM

• Prompts from personal admission and FA counselors

• Review financial aid information and tools, including payment option calculator and more loan information

• Prompts campus visits

• Provides dynamic and static information on campus

Marketing Mix• Announced to students through email blast and postcard

• Weekly messages generated: generic and customized; within site and external; electronic and paper

• Communications tied to individual aid packages, scholarship opportunities, visit opportunities, majors and orientation, contest winners

• Cross-promoted by counselors and through standard communications

Communications

Communications

Metrics

Outcomes• 56% accepted students use site

• 93% all deposited students used site

• Average visits: 10 all students, 18 deposited students

• 55% all users created a personal profile

• Freshman class of 2005: 757 students

• Freshman class of 2006: 813 students

• Freshman class of 2007: 865 students

Collaborative• Marketing

• Admission

• IT/data

• Vendor: Hanson Dodge Creative

• Students

Marketing the Power of X

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Marketing the Power of X

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Marketing the Power of X

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The Road to Xavier Accepted Student Web Site

Jesuit Advancement AssociationJune 2007

Marketing the Power of X

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are needed to see this picture.