MENOMONIE - Growing up in the northeastern Dunn County community of Sand Creek and working in a family grocery store, Cynthia Gilberts learned the value of customer service.

"I tell people I think I learned to meet the public and stock shelves before I learned to walk," said Gilberts, 57. "I grew up in customer service. That philosophy provided a great foundation for admissions."

That customer service orientation served Gilberts well in her 32 1/2-year career at UW-Stout. She retired recently as executive director of enrollment services and director of admissions.

"Admissions is much more than simply marketing and recruiting students," Gilberts said. "It's about customer service and relationship-building with all of our stakeholders. It's about providing a quality product and student services that make a family feel good about their decision."

Chancellor Charles Sorensen said working for UW-Stout has been more than a job for Gilberts - it was a passion.

"She was totally dedicated to the institution and was truly a professional in every respect," he stated in a news release.

Pamela Holsinger-Fuchs, who most recently worked at UW-Eau Claire, has been named Gilberts' replacement.

Gilberts started at UW-Stout in 1977 as the assistant director of advisement and school relations. She was just finishing her master's degree in guidance and counseling at UW-Stout when she applied. At the time the university had fewer than 6,000 students.

UW-Stout reached a milestone this year when enrollment for the first time surpassed 9,000. Gilberts said the growth was due to the number of majors more than doubling since 1977 to 37 now, with four more expected soon, program that offers laptops to all students; and the school's recent designation as Wisconsin's Polytechnic University.

Recruitment methods have changed as students became more Web savvy. In the 1970s and 1980s, recruiters visited more high schools and college fairs and relied heavily on mailings. They still do those things to some extent, but not as much, Gilberts said.

"Students want to be able to do research on a campus before they ask for materials," Gilberts said, noting the admissions Web site. "They are online, and they want a response right away."

Students also are concerned about the social and emotional aspect of attending a college, not necessarily just facts and figures.

"Our best recruiters are our students," she said. "Our campus tour guides and ambassadors' passion and enthusiasm when they meet with families actually seals the deals."

Powers can be reached at 715-556-9018 or pamela.powers@ecpc.com.

Growing Up

This year, for the first time, UW-Stout enrollment topped 9,000. Cynthia Gilberts, who recently retired as admissions director after 32 years with the university, credited the growth to three major changes:

n The number of majors more than doubling since the mid-1970s to 37 now, with four more expected soon.

n Laptops being offered to all students.

n The designation as Wisconsin's Polytechnic University.