Strategic Enrollment Management Plan: 2025-2026 - Focus 5
Focus Area Five: Branding, Marketing, and Recruitment
Strengthen UH Hilo’s brand and reputation locally, nationally, and internationally through strategic marketing and communication efforts. Highlight the university’s unique offerings, such as Hawaiian language programs, place-based learning, and personalized academic experiences, to enhance recruitment and build strong enrollment pipelines.
Insights
- Branding Issues: Current marketing efforts lack cohesion and fail to fully leverage UH Hilo’s strengths, particularly its cultural and academic experiences. The website is outdated, contributing to a suboptimal user experience.
- Declining Enrollment from Feeder Schools and Competitors: Applications from top feeder schools are declining, while UH Mānoa and out-of-state institutions like Oregon State and University of Arizona are attracting more students from UH Hilo’s primary markets.
Action Plan
- Strengthen Brand Messaging: Create cohesive marketing strategies to spotlight UH Hilo’s cultural heritage, sustainability initiatives, and academic excellence. Share stories of diverse student experiences, including Native Hawaiian, international, and first-generation students. (SP Goal 1, Action 1-5; Goal 2 Action 1, 2, 8; Goal 3 Action 1, 5; Goal 5 Action 6-7)
- Revamp the Website: Redesign the university’s website to improve navigation , mobile responsiveness , and storytelling capabilities. Incorporate testimonials from students and alumni to showcase their academic and extracurricular experiences. (SP Goal 5 Action 4, 6-7)
- Targeted Recruitment Campaigns: Use predictive analytics to guide targeted recruitment efforts based on ethnicity, GPA, and state of residence. Focus on out-of-state students in markets like California, Washington, and Texas, where yield rates are low. (SP Goal 5 Action 6)
- Collaborate with Local Media: Partner with local media outlets to promote success stories and community engagement, strengthening the university’s presence in key markets. (SP Goal 5 Action 6)
Measures
- Increased online engagement and conversion rates from prospective students.
- Improved yield from targeted recruitment campaigns, particularly in underrepresented regions.
- Enhanced participation from alumni in recruitment activities.
- Increased media visibility and coverage in secondary markets.