The New Reality for Public Institutions Paul Hamborg, Enrollment Research Associates, TX Michael Kabbaz, Miami University, OH Kevin Kucera, Eastern Michigan University, MI Kimberly Scranage, Shepherd University, WV

Part 1: Enrollment Management Issues and Trends for Public Universities

Changing State Funding Formulas The traditional approach for allocation of funding has been on an enrollment basis For example, in 2009 the State of Ohio provided about a $4,500 state subsidy per enrolled student The new approach in many states is to provide some or all funding based on retention, course completion, or graduation For enrollment managers, this approach changes the incentives of who to enroll and how many students to enroll

Enrollment Scenario – Option 1   Students Share of Class Average Financial Aid Average Net Revenue Total Net Revenue Academic Level 1 – Low 700 20% $600 $8,520 $5,964,000 Academic Level 2 $1,300 $7,820 $5,474,000 Academic Level 3 $2,100 $7,020 $4,914,000 Academic Level 4 $3,100 $6,020 $4,214,000 Academic Level 5 – High $4,500 $4,620 $3,234,000 3,500 $2,320 $6,800 $23,800,000

Enrollment Scenario – Option 2   Students Share of Class Average Financial Aid Average Net Revenue Total Net Revenue Academic Level 1 – Low 475 15% $0 $9,120 $4,332,000 Academic Level 2 575 18% $750 $8,370 $4,812,750 Academic Level 3 650 20% $2,000 $7,120 $4,628,000 Academic Level 4 750 23% $3,500 $5,620 $4,215,000 Academic Level 5 – High 775 24% $5,000 $4,120 $3,193,000 3,225 $2,552 $6,568 $21,180,750

Option 1 vs. Option 2 Results First-Year Class 3,500 3,225 First-Year Revenue $23,800,000 $21,180,750 Average ACT 21.8 22.5 Predicted Retention 72% 77% % Pell Eligible 50% 44% % Students of Color 27% 22%

Part 2: Institutional Case Studies

Miami University Overview Located in Oxford, Ohio Founded in 1809 Public university with a primary focus on teaching undergraduates A residential campus located in a quintessential college town Approximately 15,000 undergraduates, and 2,000 graduate students #37 public University, #3 for its commitment to undergraduate teaching (U.S. News) For 2012–2013, the cost of tuition, fees, room, and board for Ohio residents is $24,143. The cost for non-Ohio residents is $39,707. Division I Athletics

Miami University Environment External Internal State Subsidy Reduction Demographic Shift Competition State and Federal Politics Academic Quality vs. Time to Graduation Cost Bond Rating Agencies Increased Expectation of Transparency Economy Net Tuition Revenue vs. Institutional Priorities Endowment Politics Enrollment Management

Conflicting Enrollment Goals at Miami University Net Tuition Revenue Academic Profile Diversity

EASTERN MICHIGAN UNIVERSITY Ypsilanti, Michigan OUR ENROLLMENT Undergraduate Students: 18,569 Graduate Students: 4,772 Freshman Class: 2,595 Transfers: 2,067 OUR COLLEGES College of Arts & Sciences College of Business College of Education College of Health & Human Services College of Technology ENROLLMENT DIVERSITY States: 44 Countries: 79 Eastern Michigan University was selected as on of the “Best of the Midwest” by Princeton Review for the tenth consecutive year

Enrollment Results, Fall 2010-2012 New Freshmen 1,974 2,130 2,595 Average ACT 21.1 21.6 % Pell Eligible 51% 52%

Internal Culture Change agent Building internal relationships Publications Redesign admit letter Redesign financial aid award letter Scholarship Programs Complete redesign of merit scholarship program Introduction of “Education First Opportunity Scholarship”

Education First Opportunity Scholarship Michigan & Ohio residents only Pell eligible Minimum 3.0 GPA and 20 ACT Full tuition & general fee coverage (30 hours) Pell grant applied first EFOS makes up the difference Renewable (4 years) with 30 credits annual, 3.0 EMU GPA File FAFSA by March 1st

Introduced the activation of the Banner auto-admit admissions module Financial Aid Budget Introduction of a four-year net revenue model in collaboration with B & F Significant discussion on the student mix: Freshmen, Transfer, Graduate Technology Introduced the activation of the Banner auto-admit admissions module Introduced outsourced phone calls to strategically qualify applicant pool TRUEMU Campaign Participated in development of campaign Focus on “Value Added” proposition   

{FirstName}: First, a personal welcome and congratulations. The College of Arts & Sciences is home to eighteen outstanding academic programs. I want to let you know how pleased I am that you are considering enrolling at EMU. Our Pray-Harrold facility features $42 million of renovated state of the art classrooms. Our Mark Jefferson facility features $90 million of renovated science and laboratory classrooms. Our faculty will engage students with a strong emphasis on pre-work and career experience. Our Undergraduate Symposium will give you the opportunity to work directly with faculty on research projects. Have fun with Mock Trial, Forensics Club, or many other opportunities for academic extracurricular learning. Welcome!

More: Scholarship Programs

Shepherd University Overview Located in historic Shepherdstown, West Virginia 70 miles outside of Washington, D.C. and Baltimore, Maryland Public baccalaureate with master’s university Undergraduate enrollment of 4,196 and graduate of 253, 60 percent in-state One-third residential 2012-2013 annual tuition for in-state ($5,834), out-of-state ($15,136) and average room/board ($8,424) Division II athletics with 14 sports One of 27 members of the Council of Public Liberal Arts Colleges

Economics of Enrollment Net Revenue Enrollment Quality Residential

Economics of Enrollment Average Academic Scores and First-Year Retention by Academic Index

Economics of Enrollment Results of Scholarship Program Implemented Year 1

Economics of Enrollment Year 1 Enrollment and Year 2 Projection