Operating Procedures Manual

3.1. Recruiting Activities and Promotional Materials

Definition

Recruiting Activities and Promotional Materials: Any type of communication with potential undergraduate students, whether it be written and mailed or handed out in person, that promotes the University and has a goal of enhancing recruitment or retention of qualified undergraduates.

Identified Recruitment Markets: Potential MTU students such as high school students, transfer students, adult learners, admitted MTU students, currently enrolled MTU students, guidance counselors, teachers, parents and siblings of prospective students, and international students.

Policy

This policy acts as a guide and extends to all University departments involved in the recruitment of undergraduate students, or those who wish to communicate with any of the identified recruitment markets where the ultimate goal is to enhance the recruitment or retention of qualified undergraduates.

All recruiting activities and promotional materials intended for undergraduate exposure must have the approval of the director of admissions. This is to ensure consistency in promotional material as well as adherence to the University marketing strategies as developed and implemented by the Admissions Office and University Relations' Marketing Communication.

This policy covers the following promotional items:

1. Brochures and pamphlets


2. Posters


3. Newsletters


4. Direct mail plans


5. Audiovisual productions (of any type)


6. Web pages

This policy covers the following recruiting activities:

1. High school or community college visits and/or communication


2. College programs


3. Telemarketing activities


4. Special on or off campus recruitment programs for counselors and/or prospective students.

Approval must be granted for promotional materials in at least four stages:

1. At the concept stage, the director of admissions and director of marketing communications will determine if the proposed promotional item is appropriate in terms of content, audience, medium, appeal, and timing.


2. At the writing stage, the director of marketing communications will review all copy and implement, or require the author to implement, all copy changes necessary to eliminate spelling, grammar, style, and syntax errors. In addition, the director of marketing communications will make any changes necessary to ensure that the copy meets the standards of Michigan Tech-approved prose style. The director of marketing communications also reserves the right to request the signatures of University faculty members or administrative personnel to ensure that the copy meets with their approval and to ensure that the proposed publication is factual.


3. At the design stage, the director of design and publication services must approve all design plans, including, but not limited to, type style, photo selection, graphic placement of photos and copy, and overall format. The director of design and publication services will review all design concepts to determine if they are consistent with the University's standard recruiting publications design. In addition, the director of design and publication services shall determine if the cost of the proposed publication reasonably corresponds with the budget the sponsoring person, group, or department had estimated.


4. At the final stage, the director of marketing communications shall determine if the proposed promotional item has been designed, written, and executed in such a way so as to maintain the standards of quality and graphic identity required in all recruiting or promotional publications or media productions.

NOTE: In the case of video productions of any type, the manager of educational technology services must review and approve all phases to ensure consistency in promotional material as well as adherence to the University marketing strategies as developed and implemented by the Admissions Office and University Relations' Marketing Communication.

Procedure

To undertake a promotional or recruiting project, do the following:

1. Submit a plan for the concept stage approval, in writing, to the director of marketing communications and the director of admissions, outlining the following:


1. Type of promotional piece


2. Intended market(s)


3. Sponsoring department, if any


4. Time frame (deadlines)


5. Method of distribution


6. Client, if initiated by a student as part of a class project


2. Submit a neatly typed, double spaced copy for the proposed publication to the director of marketing communications for the writing stage approval that was mentioned previously.


3. Submit a budget detailing the amount to be spent on the publication to the director of design and publication services for the design stage approval that was mentioned previously.

NOTE: If a project is not approved at any point in the process, a clear reason will be given to the initiator and alternatives shall be suggested by the director of marketing communications.

4. A final copy of the promotional item and a distribution plan must be delivered to the director of admissions prior to distribution.