Marketing Objectives and Enrollment Goals

Overall objectives of Tennessee Tech University’s marketing plan are to:

• increase awareness of TTU’s identity and program offerings amongst prospective students and those who influence students’ college decisions in each of the target markets
• increase the number of inquiries about Tennessee Tech especially from the hot spot markets
• increase enrollment to 10,000 by 2005. (This objective is one shared by both the marketing plan and the enrollment management plan. Marketing’s primary role in reaching this objective focuses on increasing inquiries along the first stage of the enrollment funnel.)

Interim enrollment goals are provided here with the understanding that marketing will have the greatest impact on generating additional inquiries.

However, long-term marketing efforts, particularly those related to institutional image, will also affect enrollment. For the purposes of this document, the university’s enrollment goals are listed with the understanding that marketing efforts will contribute to part of an overall enrollment management plan with some of the tactics needing to be carried out by Admissions and other departments in order to meet these goals.

Interim enrollment goals.

• For the fall of 2001, the goal is a total enrollment of 8900.
• For the fall of 2002, the goal is a total enrollment of 9200.
• For the fall of 2003, the goal is a total enrollment of 9500.
• For the fall of 2004, the goal is a total enrollment of 9800.
• For the fall of 2005, the goal is a total enrollment of 10,000.

Specific marketing goals for fiscal year 2000/2001 are to:

• Provide each public high school guidance counselor in the state of Tennessee with a binder containing information about Tennessee Tech.
• Develop a program for sustained contact with these high school guidance counselors.
• Increase the number of inquiries from the target markets.

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