Stakeholder Selection

For lesson three we will be creating two direct mailers on behalf of OU Recruitment Services to send to prospective students to encourage or give them resources to come to OU. To begin this project we brainstormed the two best possible groups of stakeholders to target our direct mailers to. After some research, analysis, and deep thought I am choosing to target the two groups explained below. The messaging and call to action for each will differ and I’ll explain those below as well.

First stakeholders – Texas high school seniors, age 17-18, who have made the qualifying ACT/SAT score to be accepted to OU, with a household income of over $80,000 annually. Since these students have not applied yet to OU but meet the requirements for acceptance and could likely afford it, the call to action would direct them to apply to OU. The direct mailer would convey that coming to OU would give them a world of the opportunities. It would focus on encouraging students to cross the Red River and choose OU to spend their next four years. It should also focus on how OU can be a community and home for them away from their home. All of these things, plus OU’s beauty on the card, should entice the students to apply.

Second Stakeholders – North American high school seniors, age 17-18, who have already been accepted to OU. For this group I would use different messaging; I would be encouraging this group to take the next steps to becoming a sooner since they have already been accepted. One thing OU has recently launched is an app called “OU Bound,” which is for incoming students and/or their parents. The app includes literally all of the steps to take following initial admission to the very first day of classes. This is a great resource and I think if the admitted students knew about it they would be more equipped to explore or to take the next steps to choosing OU and becoming a Sooner. This direct mailer would also show the University cares about the student and would be an extra push beyond the acceptance packet. The direct mailer would come a few days following the acceptance packet.