I L L I N O I S S TAT E U N I V E R S I T Y

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Off ions o f
A d m i ss

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 i c e
Off ions o f
A d m i ss
 Contents
TABLE OF
campaign
04 EXECUTIVE SUMMARY
05 SITUATION & TARGET
06 RESEARCH
07 KEY INSIGHTS
08 social media audit
09 SWOT ANALYSIS
12 KEY MESSAGE PLATFORM
13 OBJECTIVES
14 STRATEGIES & TACTICS
17 BUDGET
18 TIMELINE
38 Meet the team

Appendices
19 APPENDIX A: Research
24 APPENDIX b: transfer redbirds mentor
26 APPENDIX c: #Transfertuesday
29 APPENDIX d: sample tiktoks
30 APPENDIX E: community college pitch
31 APPENDIX F: community college flyer
34 APPENDIX G: postcard sample
35 APPENDIX H: lincoln college e-mail
36 APPENDIX I: contact list
37 APPENDIX J: references

03
 e c u t
Ex SUMMARYi v e

Illinois State University (ISU) is a public research university in Normal, Illinois.

Currently, there are 20,000 students enrolled. Approximately 2,220 of those are
transfer students. The Office of Admissions hopes to maintain or increase this
number in the future. Overall, the Office of Admissions wants to make the college
admission process easier, less stressful and strive for more individualized attention
for prospective transfer students.

This campaign focuses on The Office of Admissions' goal of making the daunting
transfer application process for Illinois State University less stressful by making
ISU more welcoming to transfer students. It’s externally targeted towards transfer
students. These plans suggest that the Office of Admissions should build on its
current strengths by: creating a better communication system between the
university and its prospective audience. We recommend creating virtual tours,
investing in direct paid digital marketing and highlighting transfer student
achievements, scholarships and RSOs. Aces Agency used this information to
develop the following objectives:

• Increase current prospective transfer students’ engagement across all ISU

admissions social media platforms by 20% within 6 months.
• Increase knowledge and perception of ISU to prospective transfer students
by 20% within 5 months.
• Increase current prospective transfer students’ intentions to apply to ISU
by 25% within 7 months.

The success of this campaign can be evaluated after the objectives listed above
have been completed. The Strategies & Tactics section highlights specific
strategies to achieve the objectives. If the plan is successful, the operations of
Illinois State Office of Admissions will meet the organization’s overall goals, and be
able to operate efficiently to cater towards prospective transfer students.

04
 SITUATION & Target
Illinois State University currently has 20,000 students enrolled on their
campus. The Office of Admissions is beyond satisfied with these numbers
and hope to maintain or increase this enrollment for the future. The Office
of Admissions wants to make the college admission process less stressful,
strive for more individualized attention for prospective students, and increase
diversity for all students.
With these goals in mind, Aces Agency has decided to focus solely on:

a n s f e
Tr STUDENTS r
In the past, ISU has created a Registered Student Organization (RSO) for
transfer students called Transfer Redbirds. This RSO helps transfer students
feel more comfortable in their new environment and gives them an opportunity
to meet new people. Transfer Redbirds also provides transfer students with
strategies and ideas on how to succeed socially and academically. Although
Transfer Redbirds has been a success at ISU, the Office of Admissions can help
create more programs that meet the needs and desires of transfer students.
ISU currently offers a scholarship specifically for transfer students that can
award them up to 3,000 dollars if they meet the required qualifications.
Another challenge of Illinois State’s admission center is the stress college
applications put on students. It was noted that the admissions center has a goal
to make the enrollment process easy and stress-free. The reason the college
admission process can be mentally and emotionally draining for students
is the number of deadlines they have to remember, applications to manage,
and especially in the case of transfer students, they still have to manage
their current school work. In order to make the college admission process less
stressful, Illinois State can provide extra support by communicating regularly
with transfer students all across the state.

05
 RESEARCH METHODS
& Results
We conducted a survey to get a better understanding of student’s perception of Illinois
State University and the admissions process. This survey was intended for current
ISU students, therefore was posted on the Illinois State University Class pages on
Facebook as well as each member’s personal social media. For more details on survey
results, refer to Appendix A.

GENERAL THOUGHTS

06
 e s e a
R RESULTSr c h
CONT.

Highlights from Transfer Students:

Illinois State felt like home when I first visited

campus. Since I was a transfer student,
Illinois State was the only college I felt was
very transfer friendly. ISU made it a smooth
transition for me coming from a community
college and going into a 4 year university.

I feel that as a transfer student it was

going to be more complicated, but
because I had done my research and
made sure I took classes that were
transferrable that made it a little
easier for me.

ey
KInsights

07
 Instagram
YouTube @isuadmissions
Admissions at Illinois State 6,764 followers
254 subscribers 2-4 posts a week
10 total posts 80-200 likes on avg
270-15,000 views This account shows what
Shows ISU campus and is happening on campus
as well as why
Social
what ISU life is like
students love ISU
LinkedIn
Media
TikTok Illinois State University
@illinoisstateu 161,675 followers
2,795 followers 5 post a week
2-3 posts a week 200-300 likes on avg
Audit
1,000- 7,000 views This account allows
This account gets students to connect with
perspective students alum and show what is
interested and promotes happening on campus
the university
Facebook Twitter
@ISUAdmisson
@IllinoisStateAdmissions 4,705 followers
8,734 followers 2-4 posts a week
3-5 posts a week 10-50 likes on avg
10-30 likes on avg This account showcase the
This account showcases ISU as a student life here at ISU as
great environment to be in. It also well as highlight any
accomplishments
highlights all campus activities,
mainly for parents to see. from different departments

08
 SWOT ANALYSIS
• Big school with a small school feel • One-way communication
• Variety of study paths/majors •Not as many opportunities
• Alum engagement highlighted for transfer students
• Steady rate of enrollment over the • Only a few majors are
years
advertised
• Small campus with lots of safety
measures
• Lack of diversity over the years
• Good teacher-to-student ratio

• COVID has allowed for a lot of virtual • Universities are offering virtual
opportunities degrees
• Lincoln College is closing • Universities like NIU offer
• College Fairs community college partnerships
• Social media • WIU is Making Moves on Lincoln
Students

09
 SWOT IMPLICATIONS
&
ACTIONS

1. Big school with a small school feel

Transferring can be scary. Having a welcoming community is something that can
put them at ease. Emphasizing this can make transfer students stress less about
starting again at a big school.

2. Variety of study paths/majors

When searching for a school, most people search by their desired major. ISU doesn’t
STRENGTHS

only offer education, nursing and business; show off some more unique paths (we’re
talking about you, Music Therapy).

3. Alum engagement
ISU alumni are proud to be Redbirds! Showcase the success of grads who trans-
ferred in.

4. ISU has a steady rate of enrollment

Despite the difficult couple of years, ISU has maintained their enrollment numbers

5. Safe campus
Many students and parents worry about student safety on campus. ISU’s Safe Red-
birds app helps with these worries. Show it off!

6. Fantastic student-teacher ratio

The current ratio is 19:1. Students appreciate individualized attention! If we reach our
goal of hire enrollment, make sure to keep this ratio low with more faculty.

1.One-Way Communication
Sending out an email to prospective students is easy. But it doesn’t really allow for
conversations about their questions. Make it interactive!
WEAKNESSES

2. Transfers are Unaware of Opportunities

Unlike in highschool recruitment, transfers aren’t guided as heavily. They miss out
on scholarships and other opportunities that they’ve never heard about, a major
incentive for them to come to campus. Remind them; students are forgetful!

3. Majors Go Unknown
As mentioned earlier, ISU’s variety of majors is a major strength, but some aren’t
talked about enough. Advocate for them; we’ve got some fantastic programs!

4. Lack of Diversity
A lack of diversity may turn some students away from ISU. A great way to try and
raise ethnic, socioeconomic and religious diversity is to focus on underserved areas
such as the community colleges in Chicago.

10
SWOT
OPPORTUNITIES
IMPLICATIONS
&
ACTIONS

1. COVID has allowed for a lot of virtual opportunities

One of the determining factors for students in deciding on a school is their
experience on campus. They can’t physically come? Next best thing: virtual visits.
Reach out to prospective transfer students about touring ISU.

2. Lincoln College is closing its doors

When searching for a school, most people search by their desired major. ISU doesn’t
only offer education, nursing and business; show off some more unique paths (we’re
talking about you, Music Therapy).

3. College Fairs
Unsurprisingly, being at college fairs is important. But we shouldn’t only focus on
incoming freshmen. Transfer students need just as much help and support, so find
them on their campus.

4. Social media
These days, students spend most of their time online. Because of this, its a
fantastic way to reach them and create two-way communication. Cater content
towards transfers and engage with comments!

1. Zoom University
As we heal from the effects of COVID-19 and attempt to return to normal, students
are looking for versatility and flexibility in their lives. Meaning: remote school. While
admissions has little control over course offerings, we can advertise the benefits to
studying in-person.
THREATS

2. University x Community College Partnerships

Northern Illinois University is partnering with community colleges in the area so
students can begin their studies at the college and finish them out at NIU. ISU has a
similar relationship to Heartland, but why not reach out to other colleges?

3. WIU is Making Moves on Lincoln Students

Western Illinois University is offering additional support to Lincoln College refu-
gees such as transfer credit evaluations, waived application fees and is accepting
unofficial transcripts. With Lincoln College having a campus so close to our own, we
should give students a reason to continue their studies in Normal.

11
 K e y Message
Platform
A big portion of Illinois State graduates are transfer students.
Though they make up a big part of our school, they often feel
unimportant in comparison to incoming freshmen. That's why
Illinois State's Admissions needs to tell, and show:

P l a c e
Y o u r IS WAITING
You are welcomed.
You are wanted.
You are supported.

12
O b j e c t i v e s
Objectives are measurable outcomes that show what you want
your audience to feel from your message. The objectives for our
campaign focus on achieving engagement, knowledge and inten-
tion of all things Transfer-related at ISU.

OBJECTIVE 1
To increase current prospective transfer
students’ engagement across all ISU
admissions social media platforms by 20%
within 6 months.

OBJECTIVE 2
To increase knowledge and perception of
ISU to prospective transfer students by 20%
within 5 months.

OBJECTIVE 3
To Increase current prospective transfer
students’ intentions to apply to ISU by 25%
within 7 months.

13
 a t e g i
Str & Tacticse s Objective 1
increase engagement

TACTICS
STRATEGIES
Interact with prospective
Strategy 1: Interactive students on all platforms.
vs Non-interactive media
Launch #TransferTuesdays
Strategy 2: Audience
where ISU admissions will cater
Participation its social media to both current
Strategy 3: Group and prospective transfer
students.
Influence
Create Instagram reels which
highlight things such as RSOs
high-achieving alum.

T- shirt giveaways each

semester on a Transfer
Tuesday, 10 overall giveaways.

Rebrand Transfer Redbirds

into Transfer Redbirds Mentor
Program.

For more samples, refer to appendicies B-F.

14
 a t e g i
Str & Tacticse s Objective 2
increase perception

STRATEGIES
Strategy 1: Source
credibility
Strategy 2: Interactive vs
Non-interactive media
Strategy 3: Salient
Information

TACTICS
Host 2 events about transfer
scholarships and grants
offered over zoom and in
person each semester.

Collaborate with the leaders

and members of RSOs to
provide transfer students with
a community on campus.

Increase TikTok activity and

engagement by jumping on the
daily/weekly video trend. Current TikTok Trend: Interviewing students
at a particular university.

Create transfer application This is an easy and beneficial trend to do.

workshops. We can showcase campus and student life
while also creating engaging content.

For more samples, refer to appendicies C-F.

15
 a t e g i
Str & Tacticse s Objective 3
increase intentions

TACTICS
Send flyers to community colleges to give
transfer students more information
STRATEGIES about transferring to ISU.

Encourage the student to follow ISU

Strategy 1: Two-way Admissions on Twitter, Instagram, and
communication Facebook so that RSO’s can reach out to
them about upcoming events or activities
Strategy 2: Interpersonal they might be interested in.
vs Mass Media
Mail a postcard which highlights a list
of the admissions deadlines to applied
students a week after receiving their
application.

Refer to Appendicies F-I for more details.

16
 BUDGET

17
Timeline

18
 Appendix A
research:
questions & results

We asked current students these questions:

multiple choice short answer

• If any, what obstacles did you face in
• What is your gender identity? terms of your college search? (Financial,
• What is your race/ethnicity? distance, applications, etc.)
• Are you a first generation student? • What was your perception of ISU before
• Are you a transfer student? attending?
• What drew you to Illinois State?
linear scale • What other schools were your top
choices?
• How would you rate your college
application process experience?
• I had help and support from school in
applying to colleges.
• Applying to Illinois State University was
very stressful.
• Illinois State’s application was easily
accessible to me.

19
 Appendix A
research:
results
Demographics

20
Appendix A
research:
content results

21
 Appendix A
research:
results
SHORT ANSWER RESPONSES
If any, what obstacles did
you face in terms of your What was your perception of
college search? (Financial, ISU before attending?
distance, applications, etc.)

Financial Great school

Financial and distance It’s a school for teachers
None! I am very lucky for that Perfect size
Financial Amazing education school. Wasn’t really
on my radar until I spoke with a local HS
N/A principal who sang ISU’s education praises
I never looked into many universities Lame
because I was set on going to a community State school that would suck
college first and because I wasn’t entirely
sure on what I wanted to do in life yet. I thought that it was a hard school to get
into and I thought my grades wouldn’t get
I had to be careful of how many schools I me admitted.
applied to due to financials. corn school
Financial, distance I just applied without looking into it that
No family support financially much.
A PWI that would be similar to my high
Financial at first school. Was not very excited to attend and
Financial constraints, and application fees felt out of place.
Distance Great school!
A nice public/state school to go to.
financial, housing
Teaching school
No State school and parties
Lots of application fees wasn’t sure about it
Financial It was fun.
Medium size school, not hard to get into
I paid attention most specifically to
finances, distance, and reputation…? (Not Well-rounded state school
so sure regarding the last one.) It was a decent school
Financial Good school.
A place where I could get a great education
Distance
Great university
Distance good school
Application fees A quality state university
Finance college can be very expensive I really liked their psychology program as
well as special education
Financial It was my last pick but I ended up really
Financial distance liking it.
Finance and distance Fun
My biggest obstacle was definitely I thought it was amazing
financial reasons. I was interested in other I have know plenty of people that have
schools but when I saw how much it costed attended ISU before attending and they all
to go there I had to reconsider my other said it was a great school. I perceived this
options. as getting a great education and getting
involved in the ISU community. I thought
Financial this was the best school for me because I
N/A believe it will prepare me for my dream job.
Great school with many opportunities
Financial obstacles It was good. I had a sibling that went to ISU

22
Appendix A
research:
results
SHORT ANSWER RESPONSES

What drew you to Illinois What other schools were

State? your top choices?

The culture Michigan state

I want to be a teacher I only applied here
Distance from home (2 hours) and good Western Michigan or community
programs Butler and St Norbert College
The education program U of I
Financials Kansas, Butler
The special education program DePaul University and Northern Illinois
PR Program University
Illinois State felt like home when I first Idk
visited campus. Since I was a transfer Augustana College
student, Illinois State was the only college I NIU, Aurora university
felt was very transfer friendly. ISU made it None
a smooth transition for me coming from a U of I
community college and going into a 4 year Loyola, University of Iowa, University of
university. Arizona, University of Wisconsin-Madison,
had to transfer DePaul
The distance and price and that it offered University of boulder Colorado
my major. Indiana State University
Closest than other colleges. University of Illinois, IU Bloomington,
Scenery and accessibility University of Iowa, Western Michigan,
The COB because of my major Marquette, Loyola
Affordability DePaul
My sister goes here DePaul, UofI, NIU, Purdue, mizzou
close enough but also far away enough ISU was the only one I applied to. I wish I
from home, seemed nice had applied to others.
I knew people going and cost. Uiuc, WMU
Scholarships Harvard, Oakton Community College
My majors program Western
Friends Western Michigan, Kentucky, Kansas
Distance, affordability, knowing a few Here and Marquette
people… honestly, probably some other University of South Florida, Purdue
things as well. But it was 4 years ago, and I Furman
don’t remember. UIC; UIUC; ASU
I had family members that attended isu University of Illinois and Southern Illinois
I had friends that attended UW-Milwaukee
not too far from home and dad went here isu was my top choice
and loved it University of Illinois
Instate tuition
The small class sizes
Good scholarships
Fun
It was a last minute decision.
I was drawn to Illinois State because it
offered a great education at an affordable
price. I was also drawn to the fact that if I
needed to go home at any time I could be
there in 2 hours.
Reggie the redbird
campus & proximity to my hometown
The PR program.

23
 Appendix B Transfer Redbirds
Mentor Program

24
Appendix B Transfer Redbirds
Mentor Program

25
 Appendix C Transfer
Tuesdays

26
Appendix C Transfer
Tuesdays

Sample Instagram Stories

27
 Appendix C Transfer
Tuesdays

t-shirt design
for giveaways

front back

28
Appendix D TikTok
samples

Based on current
TikTok trend by @
blackmenaces that
involves interviewing
people around
campus, whether silly
or serious topics.

TikTok is a good place

to show off campus.
Use popular sounds
to gain traction.
We used a current
trending song, As it
Was by Harry Styles.

29
 Appendix E
community
college pitch

30
 community
Appendix F
front college flyer

31
 community
Appendix F
back college flyer

32
 community
Appendix F
front college flyer

33
 Appendix G
front
back postcard

34
Appendix H Lincoln College
e-mail

35
 Appendix I Contact List

College Address Contact Contact

Name Email/Phone

Lincoln College 715 West Raab Jason Garber (309) 452-0500

(Normal Campus) Road Exec. Director of
Normal IL 61761 Admissions

Lincoln College 300 Keokuk St, (800) 569-0556

(Lincoln Campus) Lincoln, IL 62656

Triton Community 2000 Fifth Ave Ken Smith kensmith@triton.

College River Grove, IL Director of edu
60171 Admissions

Heartland 1500 W Raab Rd, Amanda Garard admissions@

Community College Normal, IL 61761 Assistant Director, heartland.edu
Admissions

Parkland 2400 West Bradley Timothy Wendt Admissions@

Community College Avenue Admissions & parkland.edu
Champaign, IL Records Director, twendt@parkland.
61821 Enrollment Services edu

36
Appendix J references

The Black Menaces (@blackmenaces) Tiktok: Watch the Black Men-

aces’s newest TikTok videos. TikTok. (n.d.). Retrieved April 20, 2022,
from https://www.tiktok.com/@blackmenaces?lang=en
How custom ink’s pricing works. T. (n.d.). Retrieved April 20, 2022,
from https://www.customink.com/prices
Leary , S. (2022, April 19). Western Illinois University providing ser-
vices to Lincoln College Students for seamless transfer: Quad Cit-
ies. QuadCities.com. Retrieved April 20, 2022, from https://www.
quadcities.com/cities/moline/western-illinois-university-provid-
ing-services-to-lincoln-college-students-for-seamless-transfer/
Lincoln College Profile (2022): Lincoln, IL. Community College Review.
(n.d.). Retrieved April 20, 2022, from https://www.communitycol-
legereview.com/lincoln-college-profile
Mlot, J. B. J. (2022, April 7). Illinois state again earns Trans-
fer Honor Roll Recognition. Illinois State University. Retrieved
April 15, 2022, from https://news.illinoisstate.edu/2022/04/illi-
nois-state-again-earns-transfer-honor-roll-recognition/
Print, copy, Scan. Print, Copy, Scan | Milner Library - Illinois State.
(2021,December 13). Retrieved April 17, 2022, from https://library.
illinoisstate.edu/services/technology/print-copy-scan/
Transfer Redbirds. Redbird Life. (n.d.). Retrieved April 17, 2022, from
https://redbirdlife.illinoisstate.edu/organization/transferredbirds
Transfer students. Transfer Students | Illinois State. (2021, July 20).
Retrieved April 17, 2022, from https://illinoisstate.edu/admissions/
transfer/

37
 MEET THE Team

Danielle Burstyn VAL LAZU

MAUREEN O’GRADY MAGGIE ROBERTSON

EMILY SHERRILL LOGAN TRUSNER

38