The University of Arkansas at Little Rock (UALR) stands out in the state’s higher education market as a distinctively metropolitan institution. The University engaged Stamats to conduct a comprehensive audit of its student recruitment operation and to provide recommendations designed to fortify the University’s efforts to reach its enrollment management goals. The primary focus of the project was undergraduate recruitment, enrollment management, and retention. Stamats also delivered recommendations related to graduate recruitment and website governance.
The project involved a campus visit and interviews with institutional leaders, faculty, staff, and students, an examination of a recruiting audit questionnaire completed by UALR, an appraisal of institutional student profile reports, a survey of other documents, publications, and marketing materials, an analysis of the websites of UALR’s primary in-state competitors regarding the organization, staffing, admission, orientation processes, and recruiting strategies, and a scan of peer institutions’ websites and how they market to prospective students.
UALR shared a sense that all processes and services designed to attract, admit, enroll, advise, orient, register, retain, and graduate students were not maximizing opportunities to grow enrollment and to accomplish strategic goals.
Stamats’ recruitment assessment report delivered a robust series of strategic, tactical recommendations, including the hiring of a new chief enrollment officer. Tasked with the integration and orchestration of activities and processes for achieving UALR’s enrollment goals, Vice Chancellor of Enrollment Management Dean R. Kahler is using the report as a primary guide to create and execute a comprehensive recruitment marketing plan.