Back to Basics

‘Back to Basics’ Approach works in MBC Admissions

This fall, the total number of freshman students in the residential College for women (rCw) is significantly higher — a 20 percent increase over last year. the college has more than doubled the number of students in the top academic tier this year, and the virginia women’s institute for leadership started the fall with a strong class of more than 50 students, much higher than in recent years.

College officials are confident that the new students who were welcomed to campus this fall are the best fit for Mary Baldwin — the ones who will gain the most from their experience and enrich the college in meaningful ways. that makes all the difference.

“it’s so important as a small institution to enroll students who will find their niche and stay with us,” said roberta Palmer, director of admissions. “we have worked hard to develop targeted materials and to recruit in important locations, and it is paying off.” the total number of applications for the residential College for women remained constant between 2013 and 2014, but deposits — a sign of a genuine commitment to attend MBC — increased by more than 30. Admissions staff attributes that marked increase to new print materials, a revamped website, and refreshed talking points that focus on academic excellence, rich campus life, personal attention from faculty and staff, and solid financial aid for deserving students.

“these are not new concepts; they are the historic strengths of Mary Baldwin,” Palmer said. “refocusing our message has helped us funnel our resources to students who will thrive here.” recruiting was also more effective in a wider geographic range. Students who live 150 miles or more from campus represented the biggest growth both in the applicant pool and among those who were accepted. Significant increases in deposits were seen in students from texas — a state with a large, active MBC alumni community — and Georgia. #mbcselfie

the MBC office of Communication, Marketing, and Public Affairs developed a postcard series that encouraged prospective students to picture themselves on campus by taking “selfies” during campus visits and to share those pictures on various social media outlets.

experienced Admissions exec Guides Recruitment

P etr AS S er A BY PH oto welcoming a new admissions leader in August — veteran higher education administrator lois Hicks williams — further strengthened MBC’s recruitment efforts. williams, who most recently worked at Catawba College in north Carolina, oversees admissions and financial aid operations for all Mary Baldwin academic programs as vice president for enrollment management. it is the first time someone in a cabinet-level position has oversight of enrollment for the entire institution.

“the Mary Baldwin admissions office has made great progress this cycle to enroll a solid incoming class for the residential College for women,” she said. “My plan is to continue that momentum and sharpen the focus on a few specific audiences.” williams brings experience in undergraduate, residential recruitment, retention, and financial aid; with adult and non-traditional students on campus and in off-site centers; as well as in graduate recruitment.

After earning her BA in mass communications at emory and Henry College, williams earned a master’s degree in counseling and human development from radford University. She served as director of financial aid at Pfeiffer University in north Carolina and as dean of admissions and financial aid a t Stetson University in Florida before assuming her position at Catawba in 2009, where she assisted that college in reaching record enrollment.

“lois is committed to the personalized, transforming education that is the core of our mission, and she understands the connection between the liberal arts and career skills as the strongest preparation for life in our current world,” said MBC President Pamela Fox.

»rEfEr A studEnt

Do you know someone who would be a perfect fit for any of Mary Baldwin College’s programs? log on to www.mbc.edu/magazine for a referral link.