Coaching for Yield and Class Shaping at the University of Alabama at Birmingham

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1 Coaching for Yield and Class Shaping at the University of Alabama at Birmingham InsideTrack / CASE STUDY

2 Improving overall yield and enrollment, diversity and engagement by helping students find the right fit and get off to a strong start in college A PARTNERSHIP BUILT ON A SHARED COMMITMENT TO STUDENT AND INSTITUTIONAL SUCCESS

3 THE INSTITUTION University of Alabama at Birmingham THE CHALLENGE More effectively recruiting rightfit students and preparing them for a strong start to improve longterm success and operational efficiency THE SOLUTION A partnership with InsideTrack involving coaching for admitted students ( yield coaching ) and operational consulting

4 Coaching for Yield and Class Shaping In addition to generating insights on the prospective student experience, coaching helped students assess their goals and make the right enrollment decision THE PILOT YEAR WAS CONFIGURED AS A CONTROLLED STUDY IN ORDER TO ASSESS THE IMPACT OF COACHING ACROSS A BROAD RANGE OF STUDENTS. THE GOAL WAS TO PROVIDE GREATER VISIBILITY INTO THE INCOMING CLASS AND MORE EFFECTIVELY ALLOCATE RESOURCES TO SUPPORT THEIR SUCCESS Two groups of 750 randomly selected, demographically balanced first-time fulltime freshmen treated equally aside from one receiving coaching Coaching delivery focused on helping students (approximately 75% of meetings) and their parents/guardians (approximately 25% of meetings) make informed decisions Coaching topics included: personal, academic and financial fit; establishing a strong personal relationship prior to matriculation; identifying potential obstacles and plans to overcome them; connecting students to appropriate resources; and priming students for meaningful engagement

5 Laying the foundation for long-term success Coaching is designed to cultivate desired student behaviors and develop skills for success in college and beyond Before partnering with InsideTrack, we had already made significant progress by addressing low-hanging fruit. Continued improvement in enrollment, diversity, and academic profile requires greater and greater sophistication. Instead of having to choose between growing enrollment or improving the quality and fit of our incoming class, they helped us continue to do both. Kirk Kluver, Director of Admissions at UAB COACHED STUDENTS ARE Clearer about their goals and values More aware of potential obstacles to college completion More likely to use support resources More aware of the financial responsibilities associated with college More likely to engage with academic advising and proactively chart a clear path to on-time graduation More likely to recommend their institution to others

6 Operational Consulting Turning insights into action COACHING AND THE OPERATIONAL INSIGHTS IT GENERATES: Increased the size of the incoming class Increased diversity Drove understanding of the influence of certain behavioral characteristics Led to better allocation of resources in admissions and student services Produced a process for cross-campus collaboration and student escalations PROCESS IMPROVEMENTS BENEFIT ALL STUDENT, NOT JUST THOSE WHO RECEIVE COACHING A high-achieving minority student interested in STEM was on the fence, deciding between attending UAB and a competitor. A systematic approach to escalations led to this student receiving a personal phone call from the department chair in Chemistry, ultimately leading the student to choose UAB. Streamlining campus workflow and facilitating positive, meaningful interactions improves the experience for all students as faculty and staff become more engaged in such initiatives. NUANCED UNDERSTANDING OF STUDENT DECISION-MAKING REVEALS OPPORTUNITIES TO GROW ENROLLMENT Through the coaching process, UAB identified students who did not matriculate but plan to transfer to UAB after completing two years at a community college and developed a plan to keep them engaged. As a result, these students will receive proper advising to ensure a smooth transition when they're ready to transfer and improve their likelihood of on-time graduation.

7 Operational Consulting Turning insights into action DECIDING FACTORS FOR AND REVEAL OPPORTUNITIES TO BETTER UNDERSTAND THE STUDENT EXPERIENCE AND DRIVE CONTINUOUS IMPROVEMENT Academic Finances Location Culture / Environment Reputation Unknown

8 Proven Results Immediate student impact and increased operational effectiveness 9% higher enrollment conversion for coached students compared to control group greater diversity students of color were even more positively impacted (10.3% Black, 18.1% Asian Pacific Islander, 18.2 % Hispanic, 48.1% Multicultural) 19.4% greater likelihood to submit FAFSA among coached students 61.2% of students issues escalations resulted in matriculation Coaching admitted students not only increased enrollment but drove important student behaviors, added to campus diversity, and collected valuable data and insights on student decision-making.

9 Unlocking human potential since 2001 linkedin.com/company/insidetrack