The first stakeholder I believe should be targeted by OU Recruitment Services is 16-18 years of age who attended high school outside of Oklahoma, with accepted ACT/ SAT scores and a household income of above $80,000. This student is male or female, with parents that may have attended a college other than OU. This stakeholder is a prospective student who may have just begun their college search and is in the process of touring Universities. As out of state college tours become the norm for many students across the country, OU Recruitment Services will be targeting those willing to see OU in person regardless of the state boundaries. Thus, it is important that the message communicated through the direct mailer is one that appeals to students who may be far from home; out of state percentages, activities to get involved with, a strong sense of community and pride, etc.

Take a look at my Segmenting Stakeholders Matrix.


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