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University of North Carolina General Administration

The University of North Carolina system wanted to overcome teacher shortages in the state and meet 10-year growth targets set by the University of North Carolina Board of Governors for each of the state’s 15 teacher education programs.

 

Objective

Overcome teacher shortages in the state and meet 10-year growth targets set by the University of North Carolina Board of Governors for each of the state's 15 teacher education programs.

Action

Approached Ruffalo Noel Levitz to assist with the initial work of assessing the situation and formulating strategies. A two-phased market research project was launched. The first phase focused on those responsible for the recruitment of new education majors and the second phase focused on prospective and current teacher education students and their decision-influencers.

Phase one included: internal institutional survey research; internal focus groups; focus groups with representatives from K-12 schools; and focus groups with financial aid directors and state grant administrators.

Outcome

Using the results of the research, a Teacher Recruitment Core Team, developed a system-wide marketing and recruitment plan for teacher education students. The plan includes data-driven strategies in the areas of program organization and structure, data-gathering, marketing and recruitment, and financial incentives.

Testimonial

"[Ruffalo Noel Levitz] did an excellent job of working with our campus representatives. Their consultants ensured that we were obtaining the information we wanted to glean from the market research. They considered everything in the construction of the surveys – the procedures for issuing them, the appropriate questions, and having the right questions directed toward the appropriate market segments.

"Recruitment to a specific profession is very intricate and complex. There were a lot of things that the consultants had to learn about teacher education, our state, and our institutions. They were quick to learn about those complexities and their impact on the admissions processes."

Alisa Chapman
Assistant Vice President for University School Programs and Information Technology

Case study used with the permission of University of North Carolina General Administration.

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