Shelly Kline Stump
106 Black Hawk Drive, Morgantown, West Virginia 26508
(304)319-0933
Interim Director, West Virginia University, Office of Graduate Admissions and Recruitment
2016-Present
Oversee central responsibilities for the admission and recruitment of graduate students to over 220 graduate programs across campus. Establish the strategic direction and set priorities for the office based on university goals and analyzation of internal and national data. Lead in the implementation of policies and procedures to efficiently process applications and service applicants. Manage and analyze budget to ensure measurable outcomes for expenditures. Build and maintain relationships with various university constituents to collaboratively enhance recruitment opportunities and admission processes. Supervise five full-time employees. Top accomplishments:
• Planned staff retreat to create shared vision and direction of the office. Based on shared vision, revised PIQs and implemented accountability measures to increase staff productivity.
• Restructured application procedures to enhance productivity and reduce processing time resulting in a 72% decrease in the number of applications pending processing, as well as improved customer service to applicants and colleges who can now talk to any processor for application status updates.
• Evaluated current marketing strategy and shifted focus and funding to digital and social media efforts resulting in a 2300% increase in Facebook engagements reaching over 577,000 people and driving more than 60,000 link clicks on our website. Data shows more than 4,500 conversions to our application page from social marketing strategy.
• Focused on developing stronger internal relationships within Enrollment Management resulting in cross-training to enhance employee performance, and identification of processes that can be streamlined. Three new-hires will have shared responsibility in both graduate and undergraduate admissions, providing cost-savings and efficiency.
• Focused on strengthening external relationships with colleges and other units across campus associated with graduate admissions. Have started regular meetings with college contacts to develop SWOT analysis for growth and support opportunities. Based on college recruiter feedback, increased from one to two WVU graduate fairs to target Evandale Campus-based students. Continue to identify ways to enhance communications with college admission contacts to implement best practices and efficiencies.
Program Director, West Virginia University, Office of Graduate Admissions and Recruitment
2014-2016
Developed and implemented strategic marketing activities to increase graduate school enrollment across campus. Collaborated with key contacts from individual programs to help set and attain enrollment goals. Managed communication flows through Hobsons CRM system. Developed content for website and inbound digital marketing initiatives. Top accomplishments:
• Worked with WVU Web Services to redesign graduate admissions website. New website has seen a 313% increase in viewer sessions, 230% increase in users and an 894% increase in page views.
• Assisted in the creation of a new graduate database to connect inquiries with relevant information and contacts. Database is the most visited page on website.
• Implemented an inbound marketing campaign with industry vendor to increase awareness and increase inquiries. Has resulted in 310 new inquiries interested in WVU graduate programs.
Stump, Page 2
Director of Advising for Online Programs, West Virginia University, Reed College of Media
2006-2014
Lead in the recruitment and admissions process and acclimated new admits to online learning environment. Provided data analysis regarding enrollment trends. Maintained relationships with contacts at Office of the University Registrar, Admissions, Financial Aid and Academic Innovation to trouble shoot and problem solve for students. Top accomplishments:
• Enrollment growth of 69% during tenure.
• Creation of online information sessions that averaged 30% conversion rate of participants.
Marketing Specialist
West Virginia University Health Sciences Center
1997-2006
Prior employment history available upon request.
Education
Bachelor of Science in Journalism at West Virginia University, 1987
Master of Science in Journalism at West Virginia University, 2004
West Virginia University Leadership Development Institute, 2016
West Virginia University Professional Development Institute, 2016
West Virginia University Motivation Based Interview Training, 2016
Awards and Recognition
Times Mirror Cable Television Marketing Manager of the Year 1992.
The Dominion Post 100 Most Influential Individuals in the Community 2003.