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KANSAN.COM/NEWS | MONDAY, DEC. 5, 2016
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Focus on out-of-state students pays off for KU
▶ CHANDLER BOESE
@Chandler_Boese
Ashley Hocking/KANSAN KU student ambassadors Allie Melendez and David Stine lead a campus tour for incoming freshman and their parents outside of the KU Visitor Center on Nov. 11.
n the past nine years, the out-of-state population at the University has grown by more than eight percentage points, a result that the University attributes to a focused out-of-state recruiting strategy.
In 2008, exactly 30 percent of Jayhawks were classified as non-residents of the state of Kansas. Today, out-of-state populations make up 38.8 percent of the student body - the highest ratio since the University began tracking the statistic in 1965, according to the Office of Institutional Research and Planning.
"The national recruitment campaign is making out-of-state students familiar with what sets KU apart from their other options," she said via email.
This growth has not been entirely organic, according to University officials. News and Media Relations Director Erinn Barcomb-Peterson attributed the growth to focused strategies by Marketing Communications and the Office of Admissions.
This recruitment campaign is mostly run through the Office of Admissions, with help from KU Marketing Communications. That department works with admissions staff on creating marketing strategies that focus on out-of-state students' specific concerns, said Lauren Erickson, interim director of the department.
"In regards to outof-state students overall, some of the changes we've made over the past are really thinking about
... what those students are looking for and what those students want," she said. "What about KU, what about being a Jayhawk resonates with a student in Texas that might be different from a message that would really resonate with a student in the state of Kansas, who's maybe grown up with more awareness of the University?"
These marketing materials, which include emails, social media, flyers, mailers and more are tailored to what out-of-state students are most concerned about. Erickson said, such as scholarships or academic programs. Marketing can also target their materials toward specific geographical areas.
I think we often hear how surprised [out-of-state students] are that everyone here is so friendly."
Lauren Erickson Interim director of marketing communications
"I think students who aren't from the Midwest, when they interact with us or when they come visit campus and interact with the community, I think we often hear how surprised they are that everyone here is so friendly," she said. "That can be kind of difficult to convey on a postcard, but that's really important to us."
The University's campus was definitely a big factor for Oklahoma City native Gabrielle Jacobi. Though she was always familiar with the University, she didn't know much about the campus or Lawrence until she and her mom stopped by on their way home from Chicago.
"I loved Lawrence because I wanted just a typical college town, and sports are important to me, so I wanted the school to have a team I could root for," Jacobi, now a junior, said. "The campus was beautiful."
The other aspect to the recruitment campaigns is the recruiters themselves. The Office of Admissions employs recruiters who live in cities across the country, such as Minneapolis, St. Louis and Chicago.
"These cities are based on historical market share in those areas meaning how many students apply and enroll from those areas as well as potential growth in those areas," said Admission Director Lisa Kress, in an email.
Both Kress and Barcomb-Peterson said the biggest focus of the increased recruitment strategy is to represent the University as a highly-ranked research university and increase its brand throughout the country.
"KU is nationally recognized University, which enables us to extend reach due to tremendous brand equity and the fact that the KU alumni base is not simply regional, but disbursed across metropolitan areas across the country and the world," Kress said.
Barcomb-Peterson said another factor that attracts out-of-state students to the University is its tuition.
According to OIRP, the University has the fifth-lowest nonresident tuition and fees among all the public institutions in the Association of American Universities. However, another comparison of other Midwest public universities ranks the University No. 7 out of 11 schools.
For Jacobi, who always wanted to go out of state for college, tuition wasn't such a big factor when she talked to University recruiters, but scholarships definitely
FROM SENATE PAGE 1
Student Body President Stephonn Alcorn pointed out that his coalition has already been working this semester to make Student Senate more inviting and open to multicultural students.
"Since April, our number one priority ... has been shaping and modeling Student Senate so that it is open to all students," Alcorn said. "Pretty much every single day is trying to figure out how can we make things better."
Alcorn expressed that he was not happy that
Student Senate had not been contacted prior to the proposal.
Since April, our number one priority ... has been shaping and modeling Student Senate so that it is open to all students."
there was no consultation with us before this was all created," he said. "We've been doing this work and inviting others to do it with us and now here comes, from what seems like an outside entity, saying 'We're going to take a look and see how it should be for you.'"
Stephonn Alcorn Student body president
However, one student senator, Sophie Wang, spoke in favor of a review committee.
"It is a little bit concerning that we've been doing all this work, yet
of precedence to strike down something that would really help," Wang said. "I don't see an actual issue or valid reason to prevent this from achieving what [Student Senate] would otherwise not have the time to do."
"I think it's a great idea to just have this to look at [Student Senate]. I would caution against expecting it to bring some sort of extreme, or the fear
The nine committee members who will present in April will be composed of student, faculty and staff appointments from the Multicultural Student Government, Student Senate Executive Committee, Staff Senate Executive Committee and the Faculty Executive Committee.
were important.
"When I went to Amnesty KU, they were currently looking for a campaign coordinator. I said 'I have a campaign idea in mind already,' and we moved forward with it," Comolli said.
FROM KUARTPAGE1
"A lot of us here are from financially stable backgrounds, and we're doing this to help others in our community who don't come from that stable background. We want to see everybody in our community having a chance to succeed," he said. "There were plenty of people I went to high school with that had better grades than me, and just couldn't afford to go to school here. I think everyone should have a chance to attend an a place like KU, no matter their financial
Comolli, a sophomore majoring in anthropology, said the effects rising tuition have on various communities in Lawrence and throughout Kansas inspired him to move forward with the campaign.
situation."
"I think our success here at KU will help us expand to other schools," he said. "We ultimately want to have an 'ART' movement at every school we can. That way we can get all of these schools and communities together and make this a big issue in the Capitol."
Finch said efforts to reach out to other Regents schools are in the early stages, but said the campaign is beginning to gain traction at KU.
Comolli said students interested in getting involved should visit the campaign's Facebook page and reach out.
"Getting on the Facebook page, sharing some of the content and getting the message will really be the key," he said. "Anyone who wants to get involved can. We'll take any help we can get, and find tasks for people, no matter how much time they have to offer."
Edited by Chandler Boese
Out-of-state recruiting has been such a big focus for the University because of changes in Kansas high school graduation, Kress said.
"Over the past several years, demographic shifts and changes have impacted the number of high school graduates available in Kansas," she said in an email. "These demographic shifts impact the number of academically qualified to attend KU with changes in state admission requirements in 2015 and changes in admission requirements that KU implemented in 2016."
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