Director of Student Outreach

Reporting to the Associate Vice President for Enrollment Management, the Director of Student Outreach is responsible for developing a marketing/recruitment plan and managing the student outreach program to attract an undergraduate class that meets the University's overall enrollment goals. Specific goals include generating prospects and engaging in coordinated outreach efforts to assure the enrollment of academically qualified students and provide service to the University's core region. This position is responsible for developing, executing, and assessing a prospective student communications plan; territory management and assessments; and working in close collaboration with Admissions, the Registrar, Financial Aid, and other campus partners. This position will hire, train, lead, manage and evaluate a staff of 12 full-time professionals. The Student Outreach Director will also serve as the lead representative for the University to outside constituents who are involved in enrollment management activities. This position also oversees the University Welcome Center.

Primary efforts of this position include generating prospective student leads through territory management (e.g. deploying staff to conduct field work at high schools, community colleges, college evening programs; day and weekend college fairs). Requires the development of follow-up communications, phone calls, and recruitment events including large campus events such as Preview Day and Welcome Day. This position also oversees the management of the prospective student portal/ CRM to manage communications with prospective student groups. The incumbent will establish monthly tracking by student type (e.g. prospective frosh; transfer) and intended entry term to facilitate filtering by demographic, and academic attributes. The Outreach Director will assure up-to-date information on the University webpage appropriate to various cycles in the prospective student calendar. The Director will also oversee the deployment of social media (e.g. Facebook; Twitter, Snapchat; LinkedIn) as appropriate to generate inquiries, sustain student interest, and provide updates about the University. This position also oversees the Early Assessment Program.

Engage in ongoing research and education to maintain thorough familiarity with demographic trends (enrollments/graduation from HS), community college enrollment trends, baccalaureate campus graduation rates to inform enrollment management activities.

Responsibilities

Provides Leadership, Direction, Strategic Vision to and Evaluation of the Outreach Team:

• Hire, train, direct, manage and evaluate the work of staff in the Student Outreach department, including the Welcome Center and the University Operator
• Responsible for the administration of assigned budgets

Lead Generation/Prospect Management and Reporting/Assessment:

• Identify and select outside vendors, as appropriate, for lead generation
• Monitor and analyze web traffic
• Monitor self-initiated inquiries
• Use the CRM and other new technology to track and produce report on prospective students
• Assess and implement new technology and platforms to enhance prospect generation and yield efforts that align with the University’s strategic mission and goals
• Generate and analyze data and reports to drive informed decisions about recruitment efforts

Develop, Manage, Execute and Assess a Comprehensive Prospective Student Communication Plan:

• Print publications/mailings
• Communication utilizing various modalities such as e-mail, journeys, chatbot, and student portals.
• Social Media campaigns
• University web-pages
• Telemarketing/Telecounseling
• On/off campus presentation materials and modalities
• Videos (in collaboration with Marketing & Communications)

Plan, Execute, and Assess on-and-off Campus Programs and Events:

• Coordinate all aspects of outreach events including Welcome Day and Preview Day, community college and high school counselor events, and application workshops.
• Develop the content and schedule for events, and manage a designated budget
• Engage with campus partners on their feedback and participation
• Develop communication plans and timelines for events including the maintenance of an annual calendar
• Evaluate and assess the effectiveness of events through the use of surveys, data, etc. and prepare reports

Strategic Planning:

• Establish and maintain relationships including MOU’s with High School and Community College Counselors, and other campus partners internal and external to the University
• Participate in University committees and initiatives including strategic planning as it relates to outreach and recruitment
• Meet and collaborate with Enrollment Management Directors and other Student Affairs leadership staff; faculty and campus partners, and serve as the Student Outreach liaison to Marketing and Communications
• Represent the University with the CSU Chancellor’s Office Director of Outreach system-wide efforts

Other duties as assigned.

Required Qualifications

Education:

• A Bachelor's Degree

Experience:

• Minimum five (5) years of increasing responsibility in higher education marketing/outreach efforts
• Minimum two (2) years managing, hiring, training, directing, and evaluating professional staff
• Experience in hiring, training, motivating/inspiring other professionals to work effectively as a team
• Ongoing experience and expertise in data management and assessment at both the micro (individual initiative) and macro level
• Experience in institutional branding, development of message platforms and communication plans
• Experience in developing comprehensive marketing plan with requisite assessments
• Experience with utilization of advertising and its development
• Extensive experience in the development of print promotional materials
• Experience and prowess in utilizing technology to facilitate communication (enterprise student record systems; email; websites/web analytics)
• Experience and familiarity in utilizing social media for student outreach/communication efforts
• Experience with event management and assessment
• Extensive experience employing data informed decision making
• Experience with a CRM is highly desirable

Knowledge, Skills, and Abilities:

• Extensive familiarity with secondary and higher education assessments, metrics, and vernacular
• Superb organizational and analytical skills
• Superb time management with proven success in multi-tasking
• Well-developed communication skills: ability to craft effective, engaging and persuasive communication
• Excellent leadership skills
• Demonstrated commitment to inclusion, access, and diversity
• Demonstrated effectiveness as a collaborative member of an administrative team
• Demonstrated commitment to ongoing personal professional development

Certificates and Licenses Required

• A valid driver's license

Preferred Qualifications

• Masters and/or Doctoral degree

Condition(s) of Employment

Satisfactory completion of a background check (including LiveScan, as appropriate), that may include, but is not limited to: criminal records check, verification of academic credentials, licenses, certificates, credit history, professional references and/or verification of work history is required for employment. Cal State East Bay will issue a conditional offer of employment to the selected candidate, which may be rescinded if the background check reveals disqualifying information, and/or it is discovered that the candidate knowingly withheld or falsified information. Unsatisfactory results may also affect the continued employment of current Cal State East Bay employees who were conditionally offered the position.

All background checks are conducted through the university's third party vendor, Accurate. LiveScan is conducted through the University Police Department.

EEO Statement

As an Equal Opportunity Employer, Cal State East Bay does not discriminate on the basis of any protected categories: age, ancestry, citizenship, color, disability, gender, immigration status, marital status, national origin, race, religion, sexual orientation, or veteran's status. The University is committed to the principles of diversity in employment and to creating a stimulating learning environment for its diverse student body.