Enrollment Management Essentials NASPA Western Regional Nancy T. Youlden, Vice Chancellor of Student Affairs WSU Vancouver

Innovative Enrollment Strategies

Enrollment Management Continuum

Session Outline Evolution of Enrollment Management (EM) Why is it important? EM Principles EM Basics EM Best Practices Resources Dialogue with Colleagues - Share EM Strategies Take-aways

History of Enrollment Management Boston College (late 1970’s) Significant demographic downturn in early 1980’s Universities adopted more of a business model Early 1990’s – strategic enrollment management (SEM) emerged Changes in higher education funding

Enrollment Management Defined “Strategic enrollment management is a comprehensive process designed to help an institution achieve and maintain the optimum recruitment, retention, and graduation rates of students where ‘optimum’ is defined within the academic context of the institution. As such, SEM is an institution-wide process that embraces virtually every aspect of an institution’s function and culture.” Michael G. Dolence, Strategic Enrollment Management1993

Enrollment Management Defined Strategic enrollment management is defined as a complex of concepts and processes that enables fulfillment of institutional mission and students’ educational goals. Bob Bontrager, 2004

Connections Matter Clearly, the enrollment management leadership grasps the importance of engaging the entire campus in the recruitment effort – from the president to the janitorial staff. To put it simply, recruitment and retention are fundamentally about creating and cultivating relationships, connections matter. Jim Black, Prologue to AACRAO’s Basic Guide to Enrollment Management

Enrollment Management – why does it matter? High stakes/visibility Increase in tuition Changing demographics Decrease in state funding Increasing financial need of students

Estimated and Projected High School Graduates Source: National Center for Health Statistics, Centers for Disease Control and Prevention

Funding Erosion 1989 – students covered 33% of the cost of education 2010 – students now cover 70% of the cost of education Source: Higher Education Coordinator Board Washington 1980 – students covered 30% of the cost of education 2010 – students now cover 70% of the cost of education Source: Oregonian article, June 1, 2010 Oregon

Enrollment Management Guiding Principles Mission Based Academically Oriented Student Centered Data Informed Comprehensive Committed to Long Term Success Source: Bob Bontrager, 1996

Some EM Basics Know your data Grads vs Undergrads Freshman vs. Transfers Residents vs. Non-Residents Retention Rate Know your competition (where do “your” students go?) Establish clear goals - what is the desired mix?

EM Basics continued Institutional collaboration across campus – integrated services (enrollment offices and beyond) Support and promote student success and persistence Strategic use of scholarship/financial aid efficiency Technology Student Information System (SIS) Customer Relationship Manager CRM)

Strategic Enrollment Management Best Practices Admission Policies & Practices One-Stop Shop Predictive Modeling CRM/Technology Enrollment Projections Financial Aid Leveraging

Admissions Policies & Practices Holistic Approach (beyond test scores and grades) Non-cognitive variables “variables related to adjustment, motivation, and student perceptions*” Oregon State University, WSU, College Success Foundation (WA) *Dr. William Sedlacek, University of Maryland "Beyond the Big Test: Noncognitive Assessment in Higher Education"

One-Stop Shop Proven model that provides meaningful integration of services and information in an effort to improve and enhance customer service to students Seamless for students Generalist rather than specialists Cross-training Greater benefit for current rather than new students

Predictive Modeling Not all prospects created equal Looking for highest yield Utilizes existing data history Uses statistical methods to quantitatively predict the future behavior of individuals

Resources: Dolence, M.G. (1997). Strategic Enrollment Management: A Primer for Campus Administrators (2nd ed.), USA: American Association of Collegiate Registrars and Admissions Officers; Datatel. Jacobs, B.C. (Ed.) (2004). The College Transfer Student in America: The Forgotten Student. Washington D.C.: American Association of Collegiate Registrars and Admissions Officers; Library of Congress. Westman, C., & Bouman, P. (2005). AACRAO’s Basic Guide to Enrollment Management. Washington D.C.: American Association of Collegiate Registrars and Admissions Officers; Library of Congress. Webinars AACRAO SEM Conference (early November)

Resources continued... One Stop Shop Conference. Integrating Student Services: Leadership for the Next Generation of Service Delivery. November 5-7, 2006. Belmont University, Nashville, TN: Institute for Student Services Professionals in alliance with NACUBO. Financial Aid Leveraging; Predictive Modeling (consultants, webinars, conferences, etc) Western Interstate Commission for Higher Education (WICHE) National Student Clearinghouse (find out where your applied/admitted students enroll)

Time to share! What enrollment strategies does your campus use? What works well? What has not worked? What are you trying to do with enrollment? What do you still want to know?

Take-aways. Understand enrollment management is complex (structure, concepts and processes) Involves a campus culture that is aware of enrollment issues and importance to entire campus Enrollment is the “football team” at our institutions – high priority, funding, visible, pressure, frequent coaching changes It is a continuum - something is better than nothing!