Enrollment Management A Primer for HS Counselors WACAC 2014

EM: Some Definitions “Enrollment Management is a process that brings together often disparate functions having to do with recruiting, funding, tracking, retaining, and replacing students as they move toward, within and away from the University.” - Boston College’s Bridge Magazine - Jack Maguire, 1976

EM: Some Definitions EM is a complex set of concepts and processes that enables fulfillment of institutional mission and students’ educational goals by: – Establishing clear goals for the number and types of students – Promoting academic success by improving student access, transition, persistence, and graduation – Determining, achieving, and maintaining optimum enrollment – Generating added net revenue – Enabling effective financial planning – Creating a data-rich environment to inform decisions and evaluate strategies » Bob Bontrager, College & University Journal, Winter 2004

Evolution of SEM: 1980’s Emerged in response to declining demographics Research & theories about why students leave or stay (retention) Greater sensitivity to marketing higher education

Evolution of SEM: 1990’s Emphasis on integrating financial aid, pricing and net revenue planning Explosion of information technology Increased competition, rankings, and a more “consumer-oriented” marketplace

Evolution of SEM: Today Increased accountability – public scrutiny and legal challenges Constrained resources Economic Uncertainty

Enrollment Management Planning Institutional Priorities Enrollment Objectives Recruitment Strategies Selection Strategies Financial Aid Strategies

Institutional Priorities Strategic Plans – Who Universities think they are – What they want to become – Long range vision, often driven by Trustees, Presidents, Legislatures – Often characterized by market research, extensive data collection, budget realities, leadership changes

Enrollment Objectives Help “interpret” the lofty goals and objectives of the strategic plan Provide an institution with measurable outcomes Usually look 3 – 5 years ahead – aspirational in nature Include benchmarks, environmental scanning, data and should be grounded in the institution’s mission

Enrollment Management Planning Institutional Priorities Enrollment Objectives Recruitment Strategies Selection Strategies Financial Aid Strategies

University of La Verne Private, Foothills of Southern California 2,800 UG’s 45 majors 18 sports Regional & International 9,000 + applications 590 Freshman

Past Presidents of the University of La Verne

University of La Verne New Leadership Devorah Lieberman, Ph.D. President Luis Faura Chairman of the Board

University of La Verne Core Values since 1891 Ethical Reasoning Lifelong Learning Diversity & Inclusivity Community & Civic Engagement 20/20 Strategic Vision Educational Excellence Human & Financial Resources Reputation, Visibility & Prominence Facilities & Technology

University of La Verne Category Change Category Change UG’s1,4502,722+87% Category Change UG’s1,4502,722+87% Average SAT points Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Total headcount7,5308,375+11% Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Total headcount7,5308,375+11% Full time Faculty % Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Total headcount7,5308,375+11% Full time Faculty % Budget$117 million$176 million+83% Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Total headcount7,5308,375+11% Full time Faculty % Budget$117 million$176 million+83% Diversity underrepresented students 41%47%+6% Category Change UG’s1,4502,722+87% Average SAT points Average GPA points Financial Aid$17,163,069$35,743, % Total headcount7,5308,375+11% Full time Faculty % Budget$117 million$176 million+83% Diversity underrepresented students 41%47%+6% Parking Spots9501,725+82%

University of San Diego Private, Catholic University in San Diego 5600 UG’s 42 majors All 50 states & 66 countries 15,000+ applications 1238 freshman class

Strategic Goals Meets Enrollment Planning The University will attract, retain, and support highly qualified, diverse students – We set goals for the academic profile of our entering students (gpa/SAT scores/rankings) – We set goals for the ethnic diversity of our class The University will strengthen its global connections…. – We set goals for the # of international students The University will promote its Catholic character…. – We set goals for the percentage of Catholic students

Recruitment Strategies Who do we search? Where do we go? Campus visitors and guests – Fly-in’s

Selection Strategies Academic Diversity Need blind Geographic Legacy

Financial Strategies Packaging for attendance Offering too little or over award

Summary and Questions