Welcome Strategic Enrollment Management University of Vermont Presented by Dr. Jim Black

SEM Definition Strategic Enrollment Management is a comprehensive process designed to achieve and maintain the optimum recruitment, retention, and attainment of students where “optimum” is defined within the academic context of the institution. Dolence

Background Beliefs and Values Academic Ability Motivation Initiative Self- Discipline Adaptability Interpersonal Skills Intentions Ability to Pay Student Enrollment Behavior Demo- graphic Trends Pricing Competition Political Pressures Societal Pressures Financial Pressures Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals Headcount; FTE; SCH Standardized Test Scores; HS GPA; College GPA, Class Rank Ethnicity; Gender; Residency; Program Retention Rates, Satisfaction Level, Graduation Rates Classroom Capacity; Adequate Sections; Class Size Discount Rate; Full Paids; Out-of-state Ratio Marketing Recruitment Admissions Yield Retention Service Learning Alumni Awareness Interest Commitment Enrollment Persistence Satisfaction Education Relationship Institutional Loyalty Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Internal and External Variables Enrollment Management System Enduring Effect Institutional Image © 2003, Black’s EM Model

Background Beliefs and Values Academic Ability Motivation Initiative Self-Discipline Adaptability Interpersonal Skills Intentions Ability to Pay Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model

Student Enrollment Behavior Demographic Trends Pricing Competition Political Pressures Societal Pressures Financial Pressures Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model

Source: Western Interstate Commission for Higher Education (2003, December)

Source: NCES, ACT, IPEDS Vermont Market Size

Source: Western Interstate Commission for Higher Education (2003, December)

Dance with who brung ya. Fully penetrate your primary market Increase awareness in your secondary market Experiment with potential tertiary markets

Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model

Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals Headcount; FTE; SCH Standardized Test Scores; HS GPA; College GPA, Class Rank Ethnicity; Gender; Residency; Program Retention Rates, Satisfaction Level, Graduation Rates Classroom Capacity; Adequate Sections; Class Size Discount Rate; Full Paids; Out-of-state Ratio

High Demand Low Cost Excess Capacity

Marketing Recruitment Admissions Yield Retention Service Learning Alumni Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model Marketing Recruitment Admissions Yield Retention Service Learning Alumni

Marketing Recruitment Admissions Yield Retention Service Learning Alumni Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model Marketing Recruitment Admissions Yield Retention Service Learning Alumni Awareness Interest Commitment Enrollment Persistence Satisfaction Education Relationship

Cradle to Endowment Model Alumni Strategies Retention Strategies Yield/Fin Aid Strategies Admissions Strategies Recruitment Strategies Marketing Strategies Loyalty Dissonance/ Bonding Commitment Action Interest Awareness Graduate Enrolled Admit Applicant Prospect Suspect

Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Behavior Enrollment Management System Enduring Effect © 2003, Black’s EM Model Institutional Loyalty Institutional Image

Institutional Loyalty competitive advantage student satisfaction “word of mouth” recruiting student retention student loyalty fundraising institutional image institutional vitality

EMPlan Undergrad Admissions Continuing Education Institutional Studies University Relations Academic Units Financial Aid Academic Advising Retention Areas

Enrollment Management Marketing Recruitment Services Retention Financial Aid Core Business Functions

Welcome Marketing

Who are we? How is our institution unique? How are our programs unique? What is the value proposition?

Brand Identity Your brand resides within the hearts and minds of current students and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

Marketing Power Segmentation Consistency Frequency

Marketing Power right message right medium right person right time

Marketing Segmentation areas of interest demographic psychographic cycle time or funnel position geographic or geodemo- graphic

Vertical Marketing All Prospective Students Segment Individual Broadcast Targeted Customized Least Effective Most Effective

Vertical Marketing face-to-face direct mail telecounseling Web mail Web chats vertical portals digital publications

Sample Market Segments freshmen transfers international students graduate students continuing ed students GAP students stop-outs current students VT students minority students honors students parents

Marketing Segmentation BarriersMotivators Market Segment Influencing Choice

Integrated Marketing Brand identity Message Design Navigation Campus tours Student relationship management Internal voice Intervention Student services Hiring practices Training Signage Environment

Welcome Recruitment

Choices, Choices, Choices

Student Recruitment/Branding Principles Decisions are influenced by relationships Prospective students want to be treated as individuals Multiple channels of communication are the most effective Every interaction with a prospective student is a “moment of truth” Response time matters

Source: Arts & Science Group,

Emotional relevance? Intellectual overload? Is this your Admissions Office?

Campus Visits Consider everything the student has to experience before he/she gets to the service - then engineer every detail of the student’s experience. Create student delight!

Creating a Memory

Inquiry Generation Strategies Graduate Enrolled Admit Applicant Prospect Suspect Direct mail solicitations School visits Point of sale posters Broadcast advertising Movie screen advertising Directory advertising Billboards Postcards Web site Web banners

Recruitment Strategies Graduate Enrolled Admit Applicant Prospect Suspect Capture –Self-initiated –Solicited –Referred Qualify –Predictive modeling –Telecounseling –Inquiry source ratings –CRM Grade Cultivate

Recruitment/Cultivation Strategies Graduate Enrolled Admit Applicant Prospect Suspect GPS campus visits Area receptions Private visits Telecounseling calls Faculty calls Alumni contacts Parent-to-parent contacts Instant messaging Web chats Web portals Personal notes s Digital publications

Yield Strategies Graduate Enrolled Admit Applicant Prospect Suspect Admitted student open houses Admitted student receptions Orientation Current student calls Personalized video Text messages Web chats On-line communities Web diaries Vertical portals

Contact Plans right message, medium, person, time sequencing synergy quality, quality, quality differentiate personalize mass customize

Welcome Retention

FAMILY BACKGROUND GOAL INTENTIONS & INSTITUTIONAL COMMITMENTS FORMAL ACADEMIC PERFORMANCE FACULTY / STAFF INTERACTIONS INFORMAL ACADEMIC INTEGRATION SOCIAL INTEGRATION INTENTIONS & INSTITUTIONAL GOAL COMMITMENTS DEPARTURE DECISION EXTERNAL COMMITMENTS SKILLS & ABILITIES PRIOR SCHOOLING FORMAL INFORMAL EXTRACURRICULAR ACTIVITIES PEER-GROUP INTERACTIONS PRE-ENTRY ATTRIBUTES GOALS & COMMITMENTS (T 1 ) ACADEMIC SYSTEM INSTITUTIONAL EXPERIENCES PERSONAL / NORMATIVE INTEGRATION COMMITENTS (T 2 )OUTCOME GOALS & SOCIAL SYSTEM Tinto’s model of institutional departure (1987) Retention Model EXTERNAL COMMITMENTS

High-Risk Students Low-Risk Students High-Risk Experiences Success Experiences

Influence Neither Control

High-Risk Experience We Control Academic advising Lack of an academic plan Class availability Large class size No early academic performance feedback Institutional bureaucracy Institutional policies

High-Risk Experience We Influence Institution not the student’s first choice Expectations prior to enrollment that are incongruent with reality From the first day of orientation to the first day of classes Class schedule Enrolled in high-risk courses Enrolled < 13 hours Enrolled > 18 hours

High-Risk Experience We Influence Unknown student life expectations Unknown classroom expectations Not attending class First semester academic performance Integrated into the institution’s culture Not connecting with others Living off-campus Parking Working 20+ hours per week Inadequate finances to pay for college

Retention Strategies Graduate Enrolled Admit Applicant Prospect Suspect Financial aid Transition course Learning communities Service learning Early intervention Peer mentor Supplemental Instruction Academic support Developmental advising

Welcome Student Services

Delivering on the Promise of the Brand Brand Promise Student Experience Employee Experience Moments of Truth Brand Experience Brand Loyalty

The Brand Promise The brand promise matters Embedded in the culture – the institution’s DNA A covenant between the institution and the student A student expectation waiting to be fulfilled Aligned with student and employee experiences Lived through services, business transactions, information delivery, human interactions, and learning experiences

The Brand Promise Employees become institutional trust agents.

Orientation Registration AdvisingResidence Life Student Success INTEGRATED STUDENT SERVICES Source: UNC Financial Aid The Student Experience Admission

Managing Moments of Truth

The Brand Experience Prospective Student Current Student Graduating Student Alum

Questions?

FROM TO Recruiting New Students Enhancing Diversity Improving Retention Building Loyalty Influencing Image Shaping the Academic Profile Enrollment Management RegionalNational