Areas of Experience, Interest and Expertise

Transcription

1 Ian J. Mortimer Areas of Experience, Interest and Expertise Enrollment Marketing and Management Chinese Education Models and Market Enrollment Management Technology Adoption College Admissions and Access Student Coaching and Engagement Models Branding and Positioning Champlain College, Burlington, VT Vice President for Enrollment Management, February 2011 Present Director of Admissions, January 2009 January Summary Lead and manage an enrollment management division of 45 professionals in admissions, financial aid, marketing, and graduate enrollment. Responsible for traditional undergraduate and graduate enrollments, and institutional revenue goals. Lead evolution of college from a regional New England institution with relatively low brand equity to an increasingly geographically diverse institution with growing equity and awareness. Achieved success in many enrollment and revenue milestones, and focused on penetrating new peer groups and competitive challenges. Institutional Strategic Planning and Governance Serve on President s Cabinet. Leadership team provides strategic direction, policy and governance for the college. Serve on Provost s Academic Curriculum Committee. My role is to provide market insight on new course, program and divisional offerings and other information related to potential demand. Developed the working group Brand 2012 which is the work team to research, create and execute a new positioning platform for the college and its sub categories. Brand development and positioning is in the execution stage. Model and budget the use of financial aid to achieve enrollment objectives. Sample of Key Enrollment Initiatives Through expanded student search, regional off campus outreach, and other digital marketing communications programs, the college has decreased exposure to demographic risk by increasing non New England enrollments by more than 50%. To participate in higher education s continued global growth, diversify the Champlain student body and hedge against market conditions, co created a bridge program in China that combines ESL, life skills, college counseling and American education learning experiences. First cohort is live with the program. To improve non Vermont multi cultural access, established partnership with progressive and like minded charter school in Philadelphia to ensure qualified students have an opportunity to enroll at Champlain. Since 2009, 38 students have enrolled with 87% retention. Continuously partner with Deans, program directors and faculty on positioning of

2 majors, new academic initiatives and messaging for the marketplace. Transitioned team into a new admissions and welcome center. The transition required a complete new admission guest model that restructured responsibilities of both current staff and student workers. Successfully lobbied to have Champlain College placed in The Princeton Review s Best 376 Colleges 2012 edition. Established a partnership with NYU that allows Champlain College graduates autoadmission into select NYU graduate programs. Working on competitive pricing/financial aid models that segments offers by quality, need, and competitive overlay. Research is key in helping the college maintain an institutional discount rate of less than 30%. Performance Fall 2010: Enrolled the largest class in college s history. 83% increase in secondary and tertiary market enrollments. Continued commitment to board mandated low discount rate. Fall 2011: Smaller traditional class, but significant increase in transfer class. Overall enrollment up 3%. First year retention increase of 1.5%. Graduate enrollment increase of 31%. Fall 2012: Enrolled the third largest and most academically qualified class in the college s history. SAT mean (V&M) increased by 31 points. Fall 2013: Hit the 5,000 application milestone. Since fall 2010, applications have increased 66%; entering class appears identical to fall 2012 in profile and slightly larger. Improved gender imbalance by 5% points. InsideTrack, Inc., San Francisco, CA Regional Director (Northeast), January 2008 January 2009 InsideTrack is the leading provider of student coaching and engagement tracking for higher education. Trained in student coaching models and best practices. Responsible for business development, implementation and client satisfaction in the Northeast and Mid Atlantic regions. Provided executive overviews on the importance of student engagement to net tuition revenue, retention, bond evaluation, business strategy, brand delivery and other aspects of the higher education marketplace. Created student coaching solution to improve yield of high performing (academic) students at a nationally well respected enrollment management division. Client achieved goals of improved yield in high performing segments. Nelnet, Inc., Lincoln, NE Manager, Business Development (Northeast), Nelnet Integrated Solutions, July 2006 October 2007 Served as primary representative for set of financial aid solutions that managed student employment, document workflow, endowed scholarships and financial aid budgeting. Work with product development team to identify new market needs and product design. Increased revenue of product suite by 48% from previous year. Datatel, Inc., Fairfax, VA Director of Client Services, Senior Consultant, , Director of Client Services Managed e business consulting department of higher education industry software firm. A Datatel company, LiquidMatrix provided enrollment, marketing and development divisions e recruiting and e marketing applications to manage external relationships and improve engagement.

3 Responsible for a staff of six professional consultants that implemented e recruiting and e marketing products. Presented at national conferences on the changing landscape of consumer behavior in the higher education industry. In general, responsible for client base, ongoing client implementations valued between $3M $7M at any given point in time, client satisfaction and the creation and execution of nontechnical consulting services. Consulting Managed consulting engagements in the business and operational areas that impact the recruitment, retention, student records, registration and billing, and student services units of colleges and universities. Specialized in enrollment management consulting projects. Outcomes of engagements were typically improved operational effectiveness, migration from mass marketing processes to detailed segmented integrated communications outputs, improved understanding of prospective student behavior (both traditional and adult) through relationship management, improved accessibility and understanding of admissions and enrollment performance metrics, and other strategic imperatives. Have partnered with over 100 admissions and enrollment offices and leaders on projects. Project lead on student system and ERP projects valued from $500k $5M. Lead multiple ontime and on budget student information system implementations. Travel requirement 90%. Received multiple recognitions for superior client satisfaction scores. Walden University, Minneapolis, MN Director of Enrollment Management and Coordinator of Academic Counseling, Lead distance learning graduate school in its adoption of enrollment management practices. Managed recruiting team of six members. Recruiting team was responsible for meeting new student enrollment goals. Incorporated region based goal setting and accountability into framework. Managed academic counseling team of six members. Team was focused on providing both academic and non academic support to graduate students with the goal of creating positive experiences and increased retention. Managed enrollment reporting and data for executive analysis and operational assessment. Walden University experienced an enrollment increase of approximately 18%. When institution was acquired by for profit firm (Sylvan Learning) decided to leave. American University, Washington, DC Assistant Director of Admissions, Managed Mid West region for new student enrollments, reviewed applications, assisted with on and off campus events, and performed other duties typical of an admissions representative. St. Bonaventure University, St. Bonaventure, NY Associate Director of Admissions, Assistant Director of Admissions, Admissions Counselor, Member of team that transitioned institution out of financial exigency to realize an enrollment growth of approximately 30% from Teaching Experience St. Bonaventure University, St. Bonaventure, NY Adjunct Faculty, Russell J. Jandoli School of Journalism and Mass Communication New Media: Digital Communications for Integrated Marketing Communications (GR). 2004

4 2009 Rochester Institute of Technology, Rochester, NY Adjunct Faculty, E. Philip Saunders College of Business, Marketing Department Internet Marketing (UG) Internet Marketing Strategy and Tactics (GR) Member of pilot team that incorporated blended learning (classroom in combination with asynchronous online learning) methodologies into mainstream business curriculum. Education MBA RIT, Saunders School of Business July 2004 Certificate, Strategic Marketing U of Minnesota, Carlson School of Management December 1999 MSEd, Counseling Psychology St. Bonaventure University December 1995 BA, English St. Bonaventure University May 1993 Professional Initiatives Tales from the Dark Side. NEACAC Annual Meeting, Endicott College, Beverly, MA. May International Recruiting: Fishing in a Flat World. The College Board Regional, Forum, Boston, MA. February Consulting Engagement: Trained peer mentor team at St. Bonaventure on best practices and tools for student coaching. April Seeking the Right Fit: Making the Most of Your Recruitment Resources. The College Board Regional, Forum, Boston, MA. February Tips for Choosing the Right College. About.com College Guide Spotlight. A Market Driven Financial Aid Model. HESC Symposium, Saratoga Springs, NY. September, Exploring Blended Learning Contributor to book published by RIT s Online Learning Department National Alumni Board, St. Bonaventure University Wiki Enrollment: Managing the Market. NYSACAC Annual Conference, Purchase, NY. June Search, Experience and Evaluate. Guest Lecturer: RIT Seminar: Strategic Marketing in the Digital World. May Building Bridges: Technology and Millennial Students. HESC Symposium, Saratoga Springs, NY. September Building Bridges: Technology and Millennial Students. NEASEA Conference Keynote Speaker, Rochester, NY. July A Comprehensive Website Review. NASFAA, National Conference, Washington, DC. July 2007 Non fat Financial Aid, no foam, extra whip cream, heavy on the service, with extra grants. SUNYFAP Conference, Glens Falls, NY. April Blogs, podcasts, IMs, text messaging: Understanding and using students communications tools. NYSFAAA Conference, Lake Placid, NY. November 2006 Role of E Marketing in an Integrated Marketing Strategy. NYSACAC Annual Conference, Rochester, NY. June 2006 Captivating Your Prospective Students. AACRAO, National Conference, New York, NY. April 2005 Building an E Marketing Strategy. Noel Levitz E Recruitment Mastery Workshop, San Diego, CA. October 2005 Enrollment Marketing Strategy: A step by step process to building an effective enrollment marketing model. AACRAO, SEM XIV Conference, Orlando, FL. November 2004

5 Branding 101: A Primer for Applying Branding Theories to Higher Education. Datatel Users Group (DUG) Annual Meeting, Fairfax, VA. March 2004 Marketing to Generation Y (with Princeton Review). DUG Pre Conference Workshop, Fairfax, VA. March 2003.