Federal Requirement 4.6: Recruitment Materials
Recruitment materials and presentations accurately represent the institution’s practices and policies.
The recruitment materials and presentations for the University of South Florida Sarasota-Manatee (USF Sarasota-Manatee) clearly and accurately represent the institution’s practices and policies by following the “Procedures to Exhibit Integrity in Advertising, Student Recruitment, and Accreditation Status.” The USF System President delegated the responsibility to “create and promulgate institutional policies and procedures” to USF Sarasota-Manatee’s Regional Chancellor through the Memorandum of Delegation of 6/15/2009. All colleges, student services areas, and other units at USF Sarasota-Manatee must exhibit integrity and responsibility in advertising, student recruitment, and representation of accredited status. Each individual in each unit has the responsibility to provide clear, factually accurate, and current statements on educational programs and services.
The two areas of Admissions & Financial Aid and Marketing & Communication have the ultimate and shared responsibility for ensuring that educational programs and services are the primary purpose of all advertisements, publications, promotional literature, and student recruitment activities at USF Sarasota-Manatee. When generating new or updating existing recruitment materials and presentations, individuals and units consult with Institutional Research & Effectiveness to ensure accuracy.
The official publication of USF Sarasota-Manatee’s educational programs and services is the Academic Catalog, which is maintained electronically on the USF Sarasota-Manatee website and updated annually by Academic Affairs with cooperation and input from all units. Marketing electronically files all advertisements, publications, promotional literature, and student recruitment activities at USF Sarasota-Manatee to the O: drive for archiving purposes (Recruitment Publications, Recruitment Advertising).
The Academic Catalog serves as the primary source of information on accreditation, admissions requirements, application procedures, degrees and majors, financial assistance, and other policies and procedures. Recruitment materials include printed publications, materials posted on the website, presentations to prospective students and parents, and written and e-mail correspondence. Although all faculty and staff are indirectly involved in the recruitment of students at USF Sarasota-Manatee, the Office of Admissions and Financial Aid is directly responsible for recruiting students and developing the content for recruitment materials, both hard-copy and in web format, in collaboration with Communications and Marketing. Comprehensive Standard 3.4.3 > (Admissions Policies) provides more information on the publishing of USF Sarasota-Manatee’s admissions policies.
Prospective students receive appropriate information from USF Sarasota-Manatee in a variety of printed formats: Freshman Preview, Viewbook, postcards, factsheets, and flyers. The Admissions website provides instant, up-to-date content that reflects current and correct information that a student may need throughout the college selection process, such as admissions deadlines, the admission process & requirements (freshman, transfer, graduate), academic programs and majors, financial aid, and tuition and fees.
Admissions staff develop an Annual Admissions Outreach Recruitment Plan that details activities with prospective students both in-person and electronically by e-mail or telephone. The admissions counselors deliver off-campus information sessions and presentations, disseminating campus program information at a variety of venues including high schools, state colleges, community colleges, businesses, government offices, and agency locations. Admissions and Financial Aid staff host on campus open house programs and information sessions in which faculty and other campus departments participate. The Admissions and Financial Aid staff also provide tours (Visit Campus Website) of the USF Sarasota-Manatee campus on Monday, Wednesday, and most Fridays on a walk-in basis or by appointment at 10:00 am and 4:00 pm. To manage the communication plans and the relationship with prospective students from point of interest to point of admission, Admissions uses the Hobsons customer-relationship management tool and the Banner student information system to track communications sent to a student and received from a student.
The Director of Admissions thoroughly trains admissions counselors upon hire. They observe seasoned admissions counselors present at events, answer questions at college fairs, and sit in on admissions appointments. New staff members practice their presentations in front of their peers to obtain feedback and practice answering typical admissions questions. They also meet with faculty members in each of the academic programs to be able to explain them accurately to prospective students. Admissions counselors stay abreast of current institutional practices and policies by attending university-, college-, and unit-level meetings when appropriate.
SUPPORTING DOCUMENTATION AND EVIDENCE