Enrollment Management SASFAA Conference Atlanta Georgia Feburary 10-13, 2013 By: Dr. James Theeuwes, EdD, MBA

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1 Enrollment Management 2013 SASFAA Conference Atlanta Georgia Feburary 10-13, 2013 By: Dr. James Theeuwes, EdD, MBA

2 Goals of Presentation Discuss various ideas and functions of enrollment management Explore issues involved from admissions to retention Look at statistical modeling, best practices and outcomes 2

3 Definition Enrollment Management is a term used frequently in higher education to describe wellplanned strategies and tactics to shape the enrollment of an institution and meet established goals. Plainly stated, enrollment management is an organizational concept and a systematic set of activities designed to enable educational institutions to exert more influence over their student enrollments. 3

4 Examples from various Institutions Welcome to Enrollment Management! The mission of the Division of Enrollment Management is to strategically plan, implement, and evaluate services and programs which facilitate student enrollment and success. The Division of Enrollment Management will Be acknowledged as a model for innovative enrollment management programs, services and practices; Ensure the University has a successful and diverse student population; and Engage the University community in the enrollment planning process. Admissions, Financial aid, Registrar, Housing and Enrollment Technologies 4

5 Examples - Continued Enrollment Management is an association of university strategic partners consisting of: The Office of Admissions, Bursar's Office, Division of Financial Aid, International Students and Scholars, Student Access, Transition and Success Programs, Office of the Registrar and Space Management and Academic Scheduling\ This association will develop and continually reevaluate a comprehensive enrollment management strategy that is consistent with university goals, mission, and resources. Furthermore, the implementation of this model will maintain lateral autonomy in which areas internally operate within the framework of the enrollment strategy with an outcome of realizing university goals Discovery, Learning and Engagement 5

6 Examples - Continued Enrollment Management is the administrative area of the University that includes the Offices of University Admission, Financial Assistance and Registrar. The Mission of Enrollment Management is to assist and coordinate the above mentioned offices in providing stateof-the-art administrative services and information to students and their families. The Office of the Dean is responsible to monitor student enrollment, retention, marketing, merit scholarships and need-based financial aid trends 6

7 Examples - Continue Welcome to the Office of Enrollment Management XXX University. Our focus is on students, their needs, and their SUCCESS! Our goal is to recruit students for success, link them to faculty and other mentors and guides, and help them become XXX graduates and lifelong achievers and learners Enrollment Management delivers an array of services to students, faculty, and staff including: Academic Advising & Retention (which also includes Education Pay$, NOVA, Student Athlete Academic Success Center, and the Transfer Center), Admissions, Financial Aid, Registrar, and Transition & University Services (which also includes Academic Skills, Academic Testing, Developmental Education, Educational Talent Search, First Step Program, and Upward Bound). 7

8 Example - Continued To create clear pathways for students to apply, enroll, finance their education and succeed at YYY University. Staff in the Office of Admissions, the One-Stop Phone Center, the Office of the Registrar, and the Office of Student Financial Assistance Will employ creative and innovative approaches in order to provide personalized service to both current and prospective students. 8

9 What it is NOT Enrollment Management Just an Admissions function What it is Strategic combination of the resources necessary to manage a system of student services that provide the services needed for our students to be successful in completing their college careers in a timely manner. 9

10 Admissions Funnel Inquiries 50,000 Applications 15,000 Admissions Funnel Accepts 12,000 Confirmed 4,200 Student 4,000 The Admissions funnel is sometimes thought of as the Enrollment Management Funnel. It concerns NEW student enrollments and the activities associated with moving a person who is an inquiry to the status of student. As noted not all students make it to student. A college can figure out their conversion rates which are stable from year to year to in order to predict what their enrollment outcome will be. This allows for planning. Also, you can use conversion rates to figure out how many Inquiries are needed to make the class. For example if a college wants an incoming class of 2800 students and they know that their conversion rates are as follows: Confirmed to Student 5%, Confirmed to accepts 35%; accepts to application 80% and application to inquiries 30%. Then the number of inquiries needed to produce a class of 2800 would be : (2800/.95)/.65/.20/.70 =

11 Enrollment Management Funnel Student Cohort Freshmen 2800 Sophomore 2100 Junior 1848 Senior 1700 Graduate 1632 Alumni Enrollment Management Funnel Leakage Academics Support Services Housing Illness Finances Fit Athletics Extra- curricular Family Significant Others Work Life The Enrollment Management funnel is based on the process of turning first time students into alumni and managing all the steps in between. Students leave college and that is a fact. On the average 50% of attrition happens between the freshman and sophomore year, 16% between sophomore and junior, 8% between junior and senior and 4% before graduation. Six year graduation rates average around 60%, this has been stable for over 30 years. This indicates that 40% of the incoming population each year never graduates. This attrition can be considered as: leakage, the reasons why a student does not persist. Managing the leakage is what enrollment management is about. It takes collaboration from many areas: academics, athletics, counseling, student life, business office, financial aid and many other areas. How enrollment management is accomplished is up to each individual college. 11

12 Enrollment Management Function Data driven all aspects, not seat of the pants Involved in strategic planning Quality Service from all aspects of operation Communication, cooperation and collaboration Admissions, registrar, student affairs, student accounts, etc. 12

13 Enrollment Manager Need President or Chief Executive officer support EM must be able to/ have or be influence, communicate, persuade, lobby, and bargain with others Formal and informal education Broad, well versed in all aspects of higher education Other skills: Communication, computers, analytical, marketing research and personnel management 13

14 Tools Enrollment Management Tools Data driven inquiry management Data driven travel planning Making the case for affordability ROI of XXX university education Targeted messages and proof statements for high ability students Transfer success data and anecdotes 14

15 EM tools Continued Predictive modeling, Outcomes-based research on retention, programs, and activities, Evaluation of students' satisfaction to meet the needs of students, graduates, and society in general No magic bullet 15

16 Outcomes of Enrollment Management Provide academic deans, the president, and fiscal officers: with information about programs, the quality of students, demographic trends for graduates and potential students, attrition, and image. Practices in awarding financial aid that may assist some students present financial problems for the institution and ethical concerns for the enrollment manager. Increase Enrollment/retention 16

17 EM Data Resources The National Association of State Student Grant and Aid Programs The Education Trust Cornell Higher Education Institute State Higher Education Executive Officers The Institute for College Access & Success 17

18 EM Data Resources nces.ed.gov/ipeds The Integrated Postsecondary Education Data System University and Accountability Network U.S. Census Bureau The UNESCO/OECD/EUROSTAT (UOE) database on education statistics 18

19 State Higher Education Executive Officers SHEEO's mission objectives are to: Assist its members and the states in developing and sustaining excellent systems of higher education. Emphasize the importance of state planning and coordination for higher education by promoting effective strategic planning and statewide coordination and governance. Speak as a national organization in public and private forums, promoting the interests of the states in effectively planning and financing higher education. Promote cooperative relationships with federal agencies, colleges and universities, and higher education and other associations in the collection and exchange of data and information, development of standard definitions and practices, conduct of studies, and development of higher education in the public interest. Formulate and recommend to public and private agencies and governments desirable guidelines for state and federal relationships to institutions of higher education. Encourage studies and other action to advance statewide planning and coordination. 19

20 The Education Trust College Results Online allows you to: Examine overall graduation rates ands see how those rates have changed over time Learn about universities' records graduating diverse groups of students Compare the graduation rates of similar institutions 20

21 Cornell Higher Education Institute CHERI was established in the fall of 1998 to provide a vehicle for interdisciplinary research on higher education. Faculty and administrators affiliated with CHERI come from 5 different Cornell colleges and other academic institutions around the world. 21

22 Need Help???? Scannell & Kurz Noel-Levitz Maguire Associates 22

23 Contact: Dr. James Theeuwes Questions???? 23

24 Enrollment Management Evaluation System APP or Web Enter Poll ID Enter Password sasfaa 24

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