Institutional Enrollment Management Plan

Transcription

1 1 AY2012- Institutional Enrollment Management Plan Prepared under the leadership of the FKCC Enrollment Management Committee 1

2 2 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Table of Contents Executive Summary... 3 Plan Introduction... 4 Enrollment Management Committee... 5 Mission, Goals and Membership... 5 Institutional Enrollment Management Goal #1: Recruitment... 6 Objectives and Actions Plans Responsibility, Timeline and Evaluation Institutional Enrollment Management Goal #2: Retention... 8 Objectives and Actions Plans Responsibility, Timeline and Evaluation Institutional Enrollment Management Plan Data Information in Support of the Plan s Goals Information for Enrollment Management Goal # Information for Enrollment Management Goal #

3 3 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Executive Summary of the Plan In the Spring of 2012, the President tasked the Enrollment Management Committee (EMC) to develop a one-year Institutional enrollment management plan to address the institution s declining enrollment. The EMC, comprised of representatives from each of FKCC s major divisions including Student Affairs, Instructional Affairs and Business and Administrative Services, developed a two-pronged approach to increase enrollment in the next academic year through the recruitment of new and the retention of current students. The EMC analyzed institutional information, data reports and enrollment trends to inform its identification of market segments as well as the development of objectives, action plans, assigned responsibility, timelines and evaluation periods in support of each goal, resulting in a comprehensive, institutional enrollment management plan in the contents of this document, the outline of which is as follows: Recruitment Increase enrollment through the recruitment of students by employing enhanced local and global recruitment strategies Retention Increase enrollment through the retention of students by employing enrollment management strategies Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the plan's identified market segments. Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the plan's identified market segments. Objective 2: Recruit a minimum of 80% year-round occupancy of Lagoon Landing. Objective 2: Increase the number of program completers by the end of the AY2012- in each of FKCC s degree programs. Objective 3: Retain a minimum of 80% year-round occupancy of Lagoon Landing. The EMC will evaluate the plan s effectiveness through an agile approach to review of the plan s objectives, action plans and assigned individuals performance in support of the institutional enrollment management plan throughout AY2012- to meet its goals. 3

4 4 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Introduction to the Enrollment Management Plan Florida Keys Community College s mission is to be an open access, educational institution dedicated to serving the intellectual, diverse, cultural, and occupational needs of the Florida Keys as well as the global community. The college is committed to student-centric academic programs and services, workforce development, continuing education, diverse partnerships, and sustainable practices that prepare students for personal success and responsible citizenship. FKCC s vision is to be a leader in quality education, innovative learning and a unifying force within the community. Student recruitment and retention are vital for helping the College achieve its mission and vision. For this reason, the College has developed two goals which demonstrate this focus: 1. Institutional Enrollment Management Goal: Recruitment - Increase enrollment through the recruitment of students using enhanced local and global recruitment strategies Based on current in-county penetration rates and recent enrollment trends, the FKCC Enrollment Management Committee chose the following target markets on which to focus the institution s recruitment efforts to reach its overall goal of a 10% increase in enrollment through recruitment for its Academic Year Enrollment Management Plan: Monroe County School District High School Graduates Veterans and Active Military Middle and Upper Keys Populations Key West Campus Residents for Lagoon Landing Residence Hall FKCC Stopped Out Students International Students Please see data to support this goal at the end of this document. 2. Institutional Enrollment Management Goal: Retention - Increase enrollment through the retention of students employing enrollment management strategies Based on current in-county penetration rates and recent enrollment trends, the FKCC Enrollment Management Committee chose the following target markets on which to focus the institution s recruitment efforts to reach its overall goal of a 10% increase in enrollment through recruitment for its Academic Year Enrollment Management Plan: Monroe County School District High School Graduates Veterans and Active Military Middle and Upper Keys Students Key West Campus Residents for Lagoon Landing Residence Hall FKCC Stopped Out Students International Students Please see data to support this goal at the end of this document. These goals are supported by strategic objectives with specific benchmarks of achievement as well as action plans that correspond to multiple acts; programmatic and services enhancements, relationship building, community outreach, and collaborative developments. This document outlines the strategic objectives and action plans that are to be implemented over the course of the year to assist FKCC in fulfilling its enrollment management goals and ultimately achieving its institutional mission. 4

5 5 Florida Keys Community College Institutional Enrollment Management Plan Academic Year The Mission of the Enrollment Management Committee (EMC) is to oversee enrollment management efforts and strategic enrollment management planning, to develop and continuously improve the institution s enrollment management plan and to assist in the facilitation and implementation of initiatives and strategies identified in the enrollment management plan in order to meet the institution s enrollment management goals as well as the vision, mission and strategic goals of Florida Keys Community College. In order to accomplish this, the EMC Chair communicates and drives the institutional enrollment management plan and works collaboratively with college faculty and staff, executive council, the board of trustees, college enrollment management support groups and the community to support the goals, objectives and actions of the plan. Members of the EMC lead enrollment management initiatives within their respective areas to create and implement actions and support activities for the plan s goals and objectives and make recommendations for and ensure college-wide support. The AY2012- Goals of the Enrollment Management Committee are to 1. Identify the operational and fiscal foundation of the College in order to establish the ideal Enrollment Management indicators of success. 2. Utilize existing data to inform and assist College leadership in the development of their action plans that support Enrollment Management objectives and develop new methods and tools where identified data is not available. 3. Monitor the progress and continuously improve the effectiveness of the AY2012- Enrollment Management Plan on a quarterly basis. 4. Lead the institution to increase overall enrollment by encouraging and supporting college faculty, staff and students in achieving the AY2012- recruitment and retention goals Enrollment Management Committee Members: Gavin McKeirnan, Director of Enrollment Management (Chair); Brittany Snyder, Provost; Jean Mauk, Vice President of Business & Administrative Services; Dr. Erika MacWilliams, Dean of Student Affairs; Amber Ernst-Leonard, Director of College Relations; Dawn Ellis, Professor of Computer Science/Program Director; Julie Bailey, Director of Institutional Effectiveness; Nadia Klausing-Hall, Coordinator of the Quality Enhancement Plan (QEP); Chris Fletcher, Centers Director; and Bryan Gilchrist, Director of Information Technology. 5

6 6 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Institutional Goal #1: Recruitment Increase enrollment through the recruitment of students by employing enhanced local and global recruitment strategies Objectives Actions Responsibility Timeline Evaluation Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments: Monroe County School District High School Graduates Veterans and Active Military Middle and Upper Keys Populations Key West Campus Residents for Lagoon Landing Residence Hall FKCC Stopped Out Students International Students 1. Enhance Veteran s services by coordinating indoctrination visits with the Office of Enrollment Management as well as improve benefit processing through on-site and web-based communication to prospects 2. Enhance the Finish Up Florida Initiative by working with the Office of Enrollment Management and the Director of Institutional Research to identify FKCC Stopped Out or No Show students to bring this population back to the College 3. Work with the Monroe County School District staff and FKCC Instructional, Student Affairs and Business & Administrative Services Divisions and College Relations and Marketing to design, implement and communicate a series of scheduled, monthly recruiting events on each of the local high schools campuses and/or at the Key West Campus and at each of the Centers targeted to each of the goal s specified markets. 4. Create and implement communication pieces and/or campaigns for each of the goal s target markets with the Banner Relationship Management Team. 5. Establish baseline FTE enrollment to establish a goal for recruitment and retention efforts - Use enrollment data and historical cost reports to determine required enrollment levels. (Sally Kromer, Aurora Stevens) (Cheryl Malsheimer) Enrollment Management (Gavin McKeirnan, Director of Enrollment Management) Enrollment Management (Gavin McKeirnan, Director of Enrollment Management. and Cheryl Malsheimer, Registrar) Business & Administrative Services Division (Jean Mauk, VP of Business & Administrative Services) through Summer Spring 2012 through Fall 2012 All objectives and action plans to be reviewed and adjusted as necessary on a quarterly basis to reach Institutional Enrollment Management Goal 1 on the approximate dates: October 1, 2012 January 1, April 1, July 1, 6. Increase targeted recruitment of the Middle and Upper Keys Centers by expanding : Attendance at College Fairs in South Florida Radio interviews by adding evening spots in the Middle and Upper Keys Community Outreach Days concentrating on the Instructional Division (Chris Fletcher, Centers Director) 6

7 7 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Middle and Upper Keys Chamber of Commerce outreach by attending Meetings in Key Largo, Islamorada and Marathon 7. Create and provide promotional materials (hard and electronic), promotional items, and media support for recruitment activities (flyers, brochures, freebies, radio spots, news releases/articles, website, FB posts) for each of the goal s target markets. Public Relations & Marketing (Amber Ernst- Leonard, Director of College Relations) 8. Identify and train international program staff (and possibly faculty) to support success for international students; including timely visa processing, related record keeping and correspondence (Staff TBD) through Fall 2012 Objective 2: Recruit a minimum of 80% yearround occupancy of Lagoon Landing. Full Time, Degree- Seeking Students 9. Explore national and international partnership opportunities through collaboration with AACC 10. Coordinate with independent agencies to conduct a feasibility study to identify international student demand and needs 11. Investigate the development of ESL courses, including related language online resources to support English speaking and writing skills 1. Participate in at least 2 statewide/national Recruiting Events to promote FKCC and residence in Lagoon Landing to prospects out of district 2. Create and provide promotional materials (hard and electronic), promotional items, and media support for recruitment activities (flyers, brochures, freebies, radio spots, news releases/articles, website, FB posts) specifically for Lagoon Landing. (Erika MacWilliams, Dean of Student Affairs) Instructional Affairs (Brittany Snyder, Provost) Instructional Affairs (Michael McPherson, Dean of Arts & Sciences) Enrollment Management (Gavin McKeirnan, Director of Enrollment Management) Public Relations & Marketing (Amber Ernst- Leonard, Director of College Relations) Fall 2012 Fall 2012 and Spring 3. Update FKCC s website to attract prospective international students; provide an orientation to college programs, services, and residence hall (Staff TBD) Fall

8 8 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Institutional Goal #2: Retention Increase enrollment through the retention of students by employing enrollment management strategies Objectives Actions Responsibility Timeline Evaluation Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments: Key West Campus Residents in Lagoon Landing Residence Hall First Time in College Students Developmental Students (specifically Island TIME students) FKCC Stopped Out Students Middle and Upper Keys Students International Students 1. Continuously improve communication with current students through communication campaigns in Banner Relationship Management with the Banner Relationship Management Team for each of the goal s target markets. 2. Promote retention of students in the Middle and Upper Keys Centers by: Expanding radio interviews by adding evening spots in the Middle and Upper Keys Holding student life day at a local attraction Holding transfer workshops with guest colleges 3. Promote student events and activities via website and social media to encourage student engagement in activities pertaining to each of the goal s target markets. 4. Strengthen student club activities and outreach to enhance their engagement with FKCC by: Creating a general student club for the middle and upper keys students Coordinate student clubs with Upper Keys staff Utilize chat rooms/skype for club meetings Encourage student ambassadors and club members to attend college informational/promotional activities Enrollment Management (Gavin McKeirnan, Director of Enrollment Management and Cheryl Malsheimer, Registrar) Instructional Division (Chris Fletcher, Centers Director) Public Relations & Marketing (Amber Ernst- Leonard, Director of College Relations) (Michelle Cherry, Laura Estevez) Summer All objectives and action plans to be reviewed and adjusted as necessary on a quarterly basis to reach Institutional Enrollment Management Goal 2 on the approximate dates: October 1, 2012 January 1, April 1, July 1, Objective 2: Increase the number of program completers by the end of the AY Percent increase per instructional program will be as follows: 1. See Marine Environmental Technology Action Plans in Program Annual Unit Plan See Diving Business and Technology Action Plans in Program Annual Unit Plan Marine Environmental Technology Program (Patrick Rice, Dean of Marine Sciences) Diving Business & Technology Program (Bill Chalfant, Program 8

9 9 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Marine Environmental Technology Increase the number of Program Completers by 25% Diving Business and Technology Increase the number of Program Completers by 100% Marine Engineering Increase the number of Program Completers by 20% Criminal Justice Maintain the number of program completers Computer Science Increase the number of Program Completers by 50% Business Increase the number of Program Completers by 50% 3. See Marine Engineering Action Plans in Program Annual Unit Plan See Criminal Justice Action Plans in Program Annual Unit Plan See Computer Science Action Plans in Program Annual Unit Plan See Business Action Plans in Program Annual Unit Plan See Nursing & Allied Health Action Plans in Program Annual Unit Plan See Associate in Arts Action Plans in Program Annual Unit Plan Continuously improve communication with applicants and current students to include programspecific information and personal program director contact through communication campaigns in Banner Relationship Management with Student Affairs and the Banner Relationship Management Team. Director) Marine Engineering Program (Mark Woods, Program Director) Criminal Justice Program (Marc Halvorson, Program Director) Computer Science Program (Dawn Ellis, Program Director) Business Program (Frank Wood, Program Director) Nursing & Allied Health Program (Mary Turner, Dean of Nursing & Allied Health) Associate in Arts Program (Michael McPherson, Interim Dean of Arts & Sciences) Enrollment Management (Gavin McKeirnan, Director of Enrollment Management) Nursing & Allied Health Maintain the number of program completers Associate in Arts Increase the number of Program Completers by 10% 9

10 10 Florida Keys Community College Institutional Enrollment Management Plan Academic Year Objective 3: Retain a minimum of 80% yearround occupancy of Lagoon Landing. Full Time, Degree- Seeking Students 1. Work with Student Affairs, Faculty, the Director Purchasing and Plant Operations, and the Resident Manager to develop a series of scheduled residence life activities at Lagoon Landing and in the community. 2. Enhance communication with Lagoon Landing residents through web-based communications, banner relationship management, and by encouraging Lagoon Landing Student Governance Committee participation with FKCC s Residence Hall Committee 3. Institute advisor accessibility on-site at Lagoon Landing to address concerns and provide additional student support Enrollment Management (Gavin McKeirnan, Director of Enrollment Management) (Erika MacWilliams and Cheryl Malsheimer) (Michelle Cherry) Fall 2012 through Spring 4. Administer a Lagoon Landing satisfaction survey to identify student needs and Institutional Research (Erika MacWilliams and Linda MacMinn) Fall 10

11 11 RECRUITMENT GOAL Increase enrollment through enhanced local and global recruitment strategies. Objective 1: Increase the budgeted, fee-paying FTE by 10% from the following market segments: Fall 2011 FTE: 2011 Graduates of Local High Schools Fall 2011 FTE: Upper and Middle Keys Centers Coral Shores HS Island Christian HS 13.1 Upper Keys Center Off Campus Upper Keys 27.6 Key West HS Marathon HS Middle Keys Center Off Campus Middle Keys 37.8 FTE; 9.6% of Total 57.6 FTE; 14.7% of Total Fall 2011 FTE: Students Receiving Veteran's Benefits Fall 2011 FTE: Lagoon Landing Students Ch 30 / Montgomery GI Bill Ch 31 / Rehabilitation Ch 33 / Post 911 GI Bill Ch 35 / Widow Child 12.9 Florida Resident Non-Resident Other FTE; 14.1% of Total 35.0 FTE; 8.9% of Total 11

12 12 Objective 2: Recruit a minimum of 80% year-round occupancy of Lagoon Landing. Lagoon Landing Occupancy 100% 80% 60% 40% 20% 0% 69% 53% 20% Fall 2011 Spring 2012 Occupied Rooms Unoccupied Rooms Fall 2011 Degree Seeking Applicants: Matriculated Applicant Yield Rate by Region 100% 80% 60% 40% 20% 0% 64% 42% 27% 57% In County Out of County Out of State Unknown 12

13 13 RETENTION GOAL Increase enrollment through retention through enrollment management strategies. Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments: Fall 2011 to Spring 2012 Retention Rate by Type of Student Fall 2011 and Spring 2012 FTE by Type of Student Retained 100% % 60% 40% 77% 63% 60% % 0% Lagoon Landing FTIC College Prep 0.0 Lagoon Landing FTIC College Prep Fall FTE Spring FTE Objective 2: Increase the number of program completers by the end of AY. Completers 2010AY 2011AY 2012AY* AY Goal AA % Addiction Studies No Change Business % Computer Science % Criminal Justice No Change Diving % EMT No Change Marine Engineering % Marine Environmental % Nursing No Change Total *as of 5/15/12 13

14 14 Objective 3: Retain a minimum of 80% year-round occupancy of Lagoon Landing: Lagoon Landing Occupancy 100% 80% 60% 40% 20% 0% 69% 53% 20% Fall 2011 Spring 2012 Occupied Rooms Unoccupied Rooms 14