Defining a Stakeholder

This week I will be drafting a direct mailer on behalf of OU Recruitment Services. The first step towards accomplishing this is to define a stakeholder at whom to target my mailer. For my first mailer, I decided to keep it simple. I’m going to target students with the following characteristics:

• high school juniors and seniors
• live in a Big 12 state
• qualifying ACT/SAT scores

I’ve decided to target this group because students fitting these characteristics make up the largest percentage of OU’s enrollment. My hope is that because it is such a large group of people, that they will be easier to find and market to than smaller, niche groups (i.e. working professionals looking to go back to school, students currently enrolled in 4 year universities looking to transfer, etc.).

For students in this group, heading out on their own for the first time, many are optimistic, looking to put their fingerprints on the world and do something meaningful. Because of that, I’d like to create a mailer that inspires prospective students to create their own legacy here at OU through our vast array of involvement opportunities. I’d like to focus on selling the experience rather than the school.