SUNY Plattsburgh: Managing Stealth Applicants

In recent years SUNY Plattsburgh, like most schools, was facing the emerging challenge of managing “stealth applicants” (or “secret shoppers”).  And, like most schools, SUNY Plattsburgh relied on postcards or letters as the first response and held onto their most significant response piece–the viewbook–until the summer before the junior year. Such an approach has left students hanging for weeks, during which time they might cross an institution off their list or begin their own research.

Zone 5 conducted research to identify gaps in the direct marketing cycle and identify opportunities and post-application strategies.

We moved SUNY Plattsburgh from a singular comprehensive and expensive viewbook to a “serial” approach that engaged the emerging prospect earlier and more often. This series allowed Plattsburgh to quickly build the emotional bonds that they missed by not going through traditional channels.

We also embraced the stealth applicant head-on and developed a “social media hub.” For those students who already engaged in their own web-based research, this was a powerful place to feel the Plattsburgh brand and connect emotionally through ‘authentic’ video, interactivity and photography. It also featured a giveaway in exchange for simple contact information, helping to get some applicants back on our radar.