When it comes to college recruitment, it’s not just about reaching students—it’s about reaching the right students with the right message. OU Recruitment Services has one main goal: to connect with prospective students in a way that speaks to their goals, interests, and concerns. But to do that effectively, we have to get specific. Who exactly are these students? What influences their decisions? And how can we make sure OU stands out as the perfect fit for them?
Who Are Our Key Stakeholders?
At first glance, it might seem like our main stakeholder is just “prospective students,” but that’s way too broad. Different students have different priorities, and the way we communicate with them has to reflect that. For this project, we’ve identified two key groups we want to focus on:
1. The Five-Star Prospect
Who they are: High school football recruits from Texas (ages 17–19) with elite talent and multiple Division I offers. They’re looking for a powerhouse program that will not only develop their skills on the field but also set them up for future success in the NFL and beyond.
What matters to them:
- Playing in the SEC, the most competitive conference in college football
- NIL (Name, Image, Likeness) opportunities and personal brand growth
- Top-tier facilities, game-day atmosphere, and a strong fan base
- Coaching staff and player development programs
- Academic support to balance football and school
2. The Academic Achiever
Who they are: High-achieving students (ages 17–18) who are National Merit Scholars and want to study at OU’s Gaylord College. They’re academically driven and looking for a school that will set them up for career success in media.
What matters to them:
- Strong academic programs and hands-on experience
- Financial aid and scholarship opportunities
- Internship and networking possibilities
- Personalized career mentorship
- A diverse, engaged campus community
Why It’s Important to Identify Stakeholders
If OU Recruitment Services tried to reach both of these students with the same message, it wouldn’t work. A five-star athlete isn’t going to care about research opportunities as much as a National Merit Scholar, and a Gaylord student isn’t picking a school based on its athletic facilities. That’s why understanding stakeholders is key—it helps us craft messages that actually resonate with the people we’re trying to reach.
For example, when recruiting a five-star prospect, OU’s messaging might highlight:
- SEC competition and national exposure
- The university’s strong NIL program and brand-building support
- Success stories of OU players who went to the NFL
But when talking to an academic achiever, OU’s messaging would look totally different, focusing on:
- The prestige of Gaylord College and its industry connections
- Scholarship opportunities to minimize student debt
- Real-world experiences like internships and study abroad programs
Tailoring the Message
The key takeaway? One-size-fits-all messaging doesn’t work in recruitment. By identifying key stakeholders and understanding what matters to them, OU Recruitment Services can create personalized outreach that speaks to what students actually care about. Whether it’s a football player dreaming of the SEC or a Gaylord student eager to land their first internship, OU has to show them that this is the place where they’ll thrive.
At the end of the day, college recruitment isn’t just about selling a school—it’s about helping students find the place that feels like home. And by understanding who they are and what they need, we can make sure OU is at the top of their list.