What the heck is enrollment management? Council of Chairs Meeting, Tuesday, October 9, 2018 What the heck is enrollment management? Where did we end up for fall 2018? Our reality Where we are going

Enrollment Management is … Product – how we position our programs Price – how we price a RIT education Promotion – how we get RIT in front of potential students Placement – where we go to meet students

Enrollment Management is comprised of: Undergraduate Admissions Graduate & International Admissions Financial Aid Systems & Tools Project Lead the Way

current organizational structure by work type Admissions Graduate, Int’l & Part-Time Systems & Reporting Financial Aid Freshman Admissions Graduate Admissions Systems & Reporting Financial Aid Mgmt Transfer Admissions International Recruiting Systems & Reporting Marketing & Comm Marketing & Comm Systems & Reporting Systems & Reporting International Admissions Veterans Services

proposed organizational structure by work type Freshman Admissions Transfer & Veteran Admissions Enrollment Marketing Systems, Reporting & Research Graduate & International Admissions Financial Aid Freshman Admissions Transfer Admissions UG Enrollment Comm Systems Graduate Admissions Financial Aid Mgmt Veteran Services GR Enrollment Comm Enrollment Reporting International Admissions Demand Strategy Enrollment Research Expands capacity in demand creation Single data and information plan Focus on Veterans & Transfers Gets the non-recruiting and admissions functions out of Undergraduate Admissions Should allow us to see talent and leaders more clearly Goal ownership!

1301 Avg SAT

3262 2904 3105 3126

This is us 23% Yield 46% Discount Rate 26% Early Decision 14% AALANA 6.5% International 34% non-Golisano, Gleason, and Engineering Tech 31% PELL Median/Mean Income = $100,195/$130,979 28% use PPLUS or Private Loans

competition

Competitive Reality Wedged between large publics, historical co-ops, and technical institutes/universities (Top 15 ‘17 Clearinghouse) SUNY Buffalo (96% from NY) RPI SUNY Stony Brook (91% from NY) Penn State (51% from PA) WPI Drexel SUNY Binghamton UCONN (75% from CT) Clarkson UMASS (69% from MA) Purdue (7% from IN) Syracuse Northeastern VA Tech (18% from VA) University of Maryland (60% from MD) Represents Approximately 1/3 of our known overlap (33.5%) Nearly twice as many students went to UB than any other institution

Competitive Reality– Engineering & Tech When looking at Golisano, Gleason, and Engineering Tech (Top 15 ‘17 Clearinghouse) SUNY Buffalo RPI SUNY Stony Brook WPI Penn State Clarkson Drexel UCONN SUNY Binghamton UMASS VA Tech Northeastern Purdue Maryland NYU Same as previous except no Syracuse and addition of NYU (81 went to NYU) Drexel, Northeastern & Purdue (Co-op) are represented

Competitive Reality – Non Engineering & Tech When looking at Art & Design, Business, Liberal Arts, Science, Health Sciences, & Individualized Study (Top 15 ‘17 Clearinghouse) SUNY Buffalo SUNY Binghamton Drexel Syracuse SUNY Stony Brook UCONN Penn State U of Rochester RPI Pratt Institute School for Visual Arts St. John Fisher SUNY Geneseo SUNY Albany Rutgers UB is more than 2x than any other overlap 1 Co-op overlap More than 50% public

Competitive Reality – College of Liberal Arts When looking at College of Liberal Arts ONLY (Top 15 ‘17 Clearinghouse) SUNY Buffalo SUNY Albany Penn State CUNY Hunter Drexel Niagara University UCONN CUNY City St. John Fisher SUNY New Paltz SUNY Binghamton Syracuse U UMASS Hobart & WS Ithaca Coll SUNY, Other Publics, and Regional Small Privates Small Ns – No real category

problem

Program Distribution 24% of Mix

Way too low Inquiry Distribution Way too low 33% of Mix

Application Distribution 62% of Mix

FAFSA Distribution 63% of Mix

Visits + Accept Distribution 65% of Mix

Paid Deposit Distribution 65% of Mix

Tableau We admitted into 108 program options for fall 2018 1/3 (33.35%) of new freshman enter from 6 programs 1/2 (50.82%) of new freshman enter from 12 programs 54/108 programs (50%) drew less than 10 students Tableau

Why program distribution is so important Gender equity AALANA growth Risk of STEM fatigue Efficiency

price

App Vol 15,629 19,505 10,331 28,454 7,000 33,099 54,209 19,058 8,335

Projects and next steps Application marketing campaign Focus on integrating offerings of ELC to expand international reach Data integration and systems (usability and distribution) Evolution of student search Specific plan for Metro NYC & Metro Chicago Positioning of SOIS for transfer market Admissions & Career Services building and guest experience Program analysis and pathways – discipline Incorporation of brand into publications and social – new web in Jan Working adult education – where do we go? Raising money for scholarships

Approximately 10% of graduate offerings have new enrollments more than 20 studentsTableau Enrollment is an operations provider and does some demand generation (i.e. international) – will be focusing on the CE/PT/Adult market this fall – RIT Online