Innovative Strategies: Power of Props

Recruitment of students in engineering programs is a critical endeavor for universities striving to thrive in an increasingly competitive landscape. This master’s thesis investigates the effectiveness of utilizing an ASU-inspired Mandalorian armor set as a recruitment prop at engineering recruitment events. The research questions posed in this study delve into the behavioral response of event attendees and evaluate the prop's effectiveness in generating interest and initiating interactions with ASU recruiting staff. Drawing on a combination of observational data, thematic analysis, and insights from the literature review, this study evaluates the prop's impact on booth traffic, attendee engagement, and overall recruitment efforts. The observational data collected from two recruitment events on March 22, 2024, and March 24, 2024, revealed fluctuations in attendee engagement with the prop, with substantial visitor traffic observed on March 22, 2024, compared to March 24, 2024. The thematic analysis provided deeper insights into the prop's role as a conversation starter and attraction for both adults and children, highlighting its ability to spark curiosity and inquiries about its significance and association with ASU and engineering programs. The literature review supported these findings, offering insights into the dynamics of college choice processes and the strategic deployment of marketing practices in higher education recruitment. Concepts from studies by Han (2014), Rogers et al. (2010), Muller et al. (2010), and Brignull & Rogers (2003) informed the design attribution, booth interaction strategies, and logistical considerations associated with the prop's deployment.