One of my team’s core responsibilities is marketing for undergraduate recruitment. This work includes a main Viewbook and other supporting print materials, a recruitment website, a full promotions booth for the Ontario Universities’ Fair, and advertising campaigns on Facebook and paid Google Search. While Western recruits laregly from the Great Toronto Area (GTA) we also have aggressive targets for attracting out of province and international students.
In 2014 our projected enrollments increased even as the Ontario provincial average dipped slightly. Data from the Ontario Universities’ Application Centre indicated that WesternU’s confirmations were up by 11.6% over last year’s figures. The provincial average dropped 3% overall. Meanwhile, applications and confirmations from out-of-province and international students also climbed. Applications rose 10.4% and confirmations 14%, compared to a 5.3% increase Ontario-wide. The results confirmed the success of a number of recruitment initiatives we launched in the past year, including a social media campaign, enhanced e-newsletters, and student video testimonials.