9/28/20111Enrollment Management|| Enrollment Management Academic Leadership Council September 28, 2011

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9/28/20114Enrollment Management|| Committee Charge To develop and periodically revise enrollment objectives for the University that are consistent with the institutional mission, resources, facilities, demographics, legislative mandates, and other factors that influence optimum enrollment levels. Objectives should be segmented by category (e.g., college and department of major, student type, level, campus of dominant enrollment) and must incorporate diversity objectives consistent with the long-range plan. To coordinate campus-wide efforts to achieve enrollment objectives, with emphasis on recruitment, retention, marketing, program and service offerings, and resource allocation.

9/28/20115Enrollment Management|| Access to Success Objectives Maintain modest growth/increase diversity Increase alternative pathway programs and enrollments Ensure course availability Maintain competitive cost of attendance Increase retention and graduation rates Increase degrees in fields aligned to workforce needs Increase STEM degrees awarded

9/28/20116Enrollment Management||

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9/28/20118Enrollment Management|| Data Review

New Degree-Seeking Students by Calendar Year, 2007 to 2011 Excludes students on China Campus

9/28/201110Enrollment Management|| Enrollment of Undergraduate, Degree-Seeking Students by Class FA2006FA2007FA2008FA2009FA2010FA2011 Total 14,62714,70814,77015,27015,49315,546

9/28/201111Enrollment Management|| Precollege

9/28/201112Enrollment Management|| Graduate Students By Category

9/28/201113Enrollment Management|| Other Graduate Students by Category *New categories added in FA 2009

9/28/201114Enrollment Management|| Enrollment by Campus of Dominant Enrollment FA2009FA2010FA2011 Springfield Campus Day 15,58015,859 15,462 Springfield Campus Eve 2,0711,883 2,077 Online Campus Off Campus 2,3532,267 2,213 China Campus

9/28/201115Enrollment Management|| Enrollment by Geographic Origin

9/28/201116Enrollment Management|| Females as Percent of Total Missouri total: 61.4% women (source: Chronicle Almanac)

9/28/201117Enrollment Management|| Enrollment by Age

9/28/201118Enrollment Management|| Enrollment by Race/Ethnicity *New Category in Fall 2009.

9/28/201119Enrollment Management|| Headcount by Race/Ethnicity Fall 2011 All Students

9/28/201120Enrollment Management|| First-time College Retention & Graduation Rates Includes only First-time, Full-time for Incoming Cohort Year. Graduation rate is after 6 years.

9/28/201121Enrollment Management|| Challenges

9/28/201122Enrollment Management|| Projected Change in MO High School Graduates, 2011 to 2013 Category Number change Percent change Total (public and private) 68,13964,899-3, % Black, non-Hispanic (public) 10,2139,169-1, % Hispanic (public)2,2772, % Total minority (public)14,07713, % Source: WICHE

9/28/201123Enrollment Management|| Enrollment in Missouri Institutions of Higher Education TypeNumberEnrollment Public 4 year13141,208 Public 2 year21104,360 Private 4 year53148,648 Private 2 year41,561 Private 4 year for profit 2219,360 Private 2 year for profit 199,807 Total132424,944 Source: Chronicle of Higher Education Almanac Edition,

9/28/201124Enrollment Management|| The “Local” Competition OTC (friendly) Drury Evangel (adult program) Southwest Baptist University of Phoenix Webster Columbia College Lindenwood William Woods And others, no doubt

9/28/201125Enrollment Management|| Analysis of 2010 MO High School Graduates Percent of graduates:State of MissouriSpringfield R-XII Entering 4 year college/university Entering 2 year college Entering post-secondary non- college Entering work force Entering military Entering other field Unknown Source: MO Dept. Elem. & Sec. Ed., Graduate Analysis

9/28/201126Enrollment Management|| Enrollment of First-Time New in College from Selected SW MO Counties, Fall 2010 (preliminary) OTCMSU Barry4021 Christian Dallas5619 Greene Laclede20920 Lawrence10533 Polk11826 Pulaski15623 Stone11618 Taney19624 Webster23334 Wright5611 Source: CBHE Statistical Summary

9/28/201127Enrollment Management|| Market Share of First-time Freshmen at Selected Four-Year MO Publics by Region: Fall 2009 Institution RegionMUUCMSEMO Truman MO State NW MO UMKC Central Northeast Northwest Southeast Southwest State Source: CBHE Statistical Summary

9/28/201128Enrollment Management||

9/28/201129Enrollment Management|| Projected Fall Enrollment in Degree Granting Institutions by Age

9/28/201130Enrollment Management|| The most elite colleges will always have…a ready supply of students. Many flagship state institutions also. For students who cannot get into elite institutions or cannot afford them, the large, nearby public university will be their ideal. But the total group that attends those types of institutions makes up far less than half of college-goers, and it is shrinking.

9/28/201131Enrollment Management|| Community colleges and for-profit institutions should continue to thrive because of their reputations for convenience. The rest…can expect to compete for students based on price, convenience, and the perceived strengths of the institution.

9/28/201132Enrollment Management|| Educators are increasingly finding that students want to design their own curricula and find ways to learn in their own style.

9/28/201133Enrollment Management|| For profit colleges spend up to a third of their operating budgets on marketing, while traditional colleges might spend a maximum of 4 percent.

9/28/201134Enrollment Management|| If colleges expect to increase attendance, they also need to look into the high school dropout population.

9/28/201135Enrollment Management|| The location of a college, and the geographic spread of its influence and recruiting area, will be the most significant factor in determining its flow of enrollees in the next decade.

9/28/201136Enrollment Management||

9/28/201137Enrollment Management|| 52% attending within 100 miles of home Only 15% applied only to one institution 70% plan to seek a master’s degree or higher 32% plan to seek a master’s or higher at the institution they’re attending Most are not first generation. At least one-fourth have one parent with a graduate degree.

9/28/201138Enrollment Management|| Reasons for deciding to go to college ranked as “Very Important” by highest percentage of students To be able to get a better job (85%) To learn more about things that interest me (83%) To get training for a specific career (78%)

9/28/201139Enrollment Management|| Reasons cited as very important to smallest percentage To make me a more cultured person (50%)

9/28/201140Enrollment Management|| Reasons most often cited as “Very Important” in deciding to go to this college Good academic reputation (62%) Graduates get good jobs (53%) Offered financial assistance (46%) Cost (41%)

9/28/201141Enrollment Management|| Personal objectives most often ranked essential or very important Being well off financially (77%) Helping others who are in difficulty (69%) Becoming an authority in my field (58%) Obtaining recognition for contributions to my field (55%)

9/28/201142Enrollment Management|| 62% strongly or somewhat agreed that “the current economic situation significantly affected my college choice”

9/28/201143Enrollment Management|| Academic Challenges Identified by Committee Need for more flexibility with adjunct faculty. “We’re already full. We can’t take any more.” Complacency. Inability to allocate/reallocate resources needed to stimulate growth. Lack of premier academic program to attract students. “Sustaining implies retention. Retention takes time and effort. There is only so much time, and only so much effort available to give.”

9/28/201144Enrollment Management|| Target Worksheets

9/28/201145Enrollment Management|| Discussion