SEM Summit 2010, Halifax ©Gottheil/Smith Introduction of Strategic Enrolment Management (SEM) 1 Susan Gottheil, Mount Royal University Clayton Smith, University of Windsor

SEM Summit 2010, Halifax What is SEM? SEM is a comprehensive process designed to help an institution achieve and maintain optimum enrollment, where optimum is defined within the academic context of the institution. -Michael Dolence (1993) Strategic enrollment management (SEM) is a concept and process that enables the fulfillment of institutional mission and students’ educational goals. -Bob Bontrager (2004) 2

SEM Summit 2010, Halifax 3 SEM is Achieved by…  Establishing clear goals  Promoting student academic success by improving access, transition, retention, and graduation  Creating a data-rich environment to inform decisions & evaluate strategies  Establishing student-centred services  Strengthening communications & collaboration across the campus -Bontrager, 2004

SEM Summit 2010, Halifax 4 Major SEM Components  SEM Organization  Data Mining & Analysis  SEM Plan  Marketing  Recruitment  Admissions  Financial Aid  Student Services  Retention

SEM Summit 2010, Halifax 5 The Enrolment Funnel is Different for Different Students Student Type: Aboriginal Students New Canadians International Students First Generation Students Northern Canadians Rural Students Students with Disabilities Dislocated Workers Francophone Students Sole Support Mothers Low-income Students Visible Minority Students High-Achieving Students

SEM Summit 2010, Halifax 6 SEM  Early focus: Increase declining enrolments by focusing on top of enrolment funnel (i.e., recruitment & admissions)  Now: Retention is as important as recruitment  But … Figuring out how to impact retention is complex Search for ways to understand student behaviour, identify gaps, set benchmarks

SEM Summit 2010, Halifax 7 Enrolment Management System Institutional Goals Environmental Factors Student Characteristics Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behaviour Member of underserved student group Beliefs & values Academic preparation Motivation to learn Educational aspirations Self-discipline Adaptability Interpersonal skills Peer involvement Ability to pay Study habits Family & peer Support Student enrolment behaviour Demographic trends Competition Public Accountability (loan default rate, graduation, Accessibility, retention) Student geographic draw Economic Trends Off-campus employment availability Federal & provincial polices Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals Student headcount Admission average Transfer GPA Visible minorities, Aboriginal, international Retention rates, Student Satisfaction, graduation rates Classroom capacity, adequate sections, Class size Financial aid discount rate, international Enrolment Marketing Recruitment Admission Financial aid/pricing Orientation Residence Athletics First Year Experience Advising Supplemental instruction Service learning Learning communities Academic support Peer support Teaching & learning approaches Student engagement SEM organization Data mining Awareness Interest Commitment Enrolment Persistence Satisfaction Education Relationship Institutional Loyalty Institutional Image Source: Kuh et al, 2007; Black, 2003

SEM Summit 2010, Halifax 8

The 4 Key SEM Questions  Do you have a senior-level SEM champion?  Do you have widespread (vertical and horizontal) buy-in and participation in SEM?  Have you established clear SEM goals?  Do you have a culture of evidence-based SEM decision-making? 9

SEM Summit 2010, Halifax Canadian SEM Resource Library 10