By James J. Lidington

Bringing the best and brightest students to Old Dominion University has meant taking the institution’s message to more students in more places, and if recent returns are any indication, the admissions staff has succeeded on both counts. Consider the following:

Spreading the word about Old Dominion requires both the personal touch and computer technology. “When I came here, I don’t think we used any technology,” says Alice McAdory, who took over as admissions director five years ago. “We’re doing everything totally different now.”

Where students once received written correspondence, taking days to go through the mail, they now get e-mails congratulating them on being admitted, inviting them to receptions or reminding them to register for housing. Many of the e-mails are automated, making it possible to send out scores of them simultaneously.

And where students once had to come to campus to pick up welcome packets, which included such publications as the University Catalog, much of that information is now available online at admissions.odu.edu. Here, prospective students can register for open houses and campus tours – and even enter biweekly drawings for cool ODU gear. Approximately 1,200 students registered for each of the six open houses in 2004-05.

Also available on the Web site – and even more rapid-fire – are the chat rooms, where students and their parents can ask about financial aid, student services, recreational sports and any number of other university matters. Additionally, the LivePerson service allows Web site visitors secure, real-time access to the admissions staff between 8 a.m. and 5 p.m. weekdays. “A representative is just a mouse click away,” McAdory says.

The Web site also features Web logs, or “blogs,” posted by a small group of current students. These running commentaries chronicle everything from campus living to classes to the latest concert at the Ted Constant Convocation Center.

Kristen Johnson, a biology major from Chesapeake, is one of four students who comprise ODU’s Blog Squad. A dedicated journal keeper before she signed on, Johnson often receives feedback from those who read her entries. Frequently, it’s a question about the time of a campus event, but she’s also received comments about her dog, Voorhees, whom she sometimes writes about; offers of solutions to personal dilemmas; and even words of encouragement.

Beginning this fall, things will get even more high-tech in the admissions office. Every application will be digitally scanned, making it instantly viewable in case parents or students call later with questions. Information from the form will be entered immediately into ODU’s student information network.

McAdory and her 40-member staff closely track applications to determine what high school counselors they should visit and where best to meet with prospective students. Lakeisha Phelps, a 2000 ODU graduate, is one of five admissions counselors who regularly visits college fairs and high schools to inform parents and students about what the university has to offer and to get them excited about Old Dominion.

For as long as a week at a time, she and fellow counselors will crisscross Virginia or travel to other states such as Maryland, North Carolina, Pennsylvania and New Jersey. In her five years with the office, Phelps estimates she’s given 2,500 presentations. Occasionally, ODU faculty accompany counselors on special visits.

Providing this personal touch, along with embracing the latest technology, ensures that Old Dominion can continue to compete successfully for the best students.

“Our counselor visits are invaluable, but we have to follow up,” McAdory notes. “It used to take as long as eight weeks for prospective students to receive literature from us after these visits. With new software we’re getting, we’ll be able to process recruitment cards and send out information packets as soon as the next day.”