Strategic Enrolment Management: Core Concepts Enform, Calgary September 11, 2008

Presenters Susan Gottheil Associate Vice-President, Enrolment Management Senior Consultant, AACRAO Consulting Mount Royal College, Calgary, Alberta Bob Bontrager Director, AACRAO Consulting 2

Session Goals Establish a common understanding of SEM Establish a common understanding of SEM Definition Definition Some key concepts Some key concepts Begin discussion of SEM’s applicability to Enform’s business Begin discussion of SEM’s applicability to Enform’s business 3

A bit about SEM… 4

5 The Classic Admissions Funnel Prospects Matrics Admits Applicants Inquiries

Promoting Student Success: The Student Success Continuum 6 Recruitment / Marketing Admission Orientation Co-curricular support Degree/goal attainment Academic support Retention Financial support Student’s college /university career Classroom experience

The Student Success Continuum 7 Recruitment / Marketing Admission Orientation Co-curricular support Degree/goal attainment Academic support Retention Financial support Student’s college /university career Classroom experience Traditional Enrolment Perspective

The Student Success Continuum 8 Recruitment / Marketing Admission Orientation Co-curricular support Degree/goal attainment Academic support Retention Financial Aid Student’s college /university career Classroom experience The SEM Perspective

What is SEM? Strategic enrolment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals. Bob Bontrager (2004) 9

Enrolment Management Enrollment management is an organizational concept and a systematic set of activities designed to enable educational institutions to exert more influence over their student enrollments. Organized by strategic planning and supported by institutional research, enrollment management activities concern student college choice, transition to college, student attrition and retention, and student outcomes. These processes are studied to guide institutional practices in the areas of new student recruitment and financial aid, student support services, curriculum development and other academic areas that affect enrollments, student persistence and student outcomes from college. - Don Hossler,

Institutional Mission and Enrolment Goals Are Determined By: 11 Programs offered Historical status Niche Weaknesses Strengths Range of influence Aspirational status Current competitive status …with consideration to institutional differentiation!

The Purposes of SEM are Achieved by… Establishing clear goals for the number & types of students needed to fulfil the institutional mission Establishing clear goals for the number & types of students needed to fulfil the institutional mission Promoting student academic success by improving access, transition, retention, & graduation Promoting student academic success by improving access, transition, retention, & graduation Promoting institutional success by enabling effective strategic & financial planning Promoting institutional success by enabling effective strategic & financial planning 12

The Purposes of SEM are Achieved by… Creating a data-rich environment to inform decisions & evaluate strategies Creating a data-rich environment to inform decisions & evaluate strategies Improving process, organizational & financial efficiency & outcomes Improving process, organizational & financial efficiency & outcomes Establishing top quality student-centred service Establishing top quality student-centred service 13

The Purposes of SEM are Achieved by… Strengthening communications & collaboration among departments across the campus to support the enrolment program Strengthening communications & collaboration among departments across the campus to support the enrolment program - (2004) -Bontrager (2004) 14

The Enrolment Funnel is Different for Different Students 15 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

Major SEM Components SEM Planning Data Marketing Recruitment Admissions Financial Aid Pricing Curriculum/Program Development & Delivery Student Services & Support Retention Assessment 16

SEM PLANNING When you don’t know where you’re going, any road will take you there. - Cheshire Cat, Alice in Wonderland 17

Data What puts the “S” in “SEM”; basis of SEM plan Transactional data Recruitment & retention analysis Course & classroom scheduling Assessment of strategies, services & outcomes 18

Creating a Data-Driven Enrolment Plan 19 Active Alumni Graduated Engaged, Satisfied Retained Enrolled Deposited Applied/Admitted Prospective Students Alumni Research Placement Data Graduate Rates Retention Data Student Surveys Yield Data Admission Statistics Competitive Analysis Market Research The Enrolment Data Agenda Financial Aid Analysis Enrolment Strategies Alumni engagement Graduation/ Career Development Yield Recruitment Marketing First Year Exp. & Retention Programs

Marketing Branding, positioning initiatives widespread Purpose: to gather broad, initial interest in institution Direct mail used less in Canada than U.S. due to privacy legislation Can it be used (more effectively) in your industry? Focus on capturing & managing inquiries at recruitment events, career fairs, reply cards, web forms, s/phone calls Mass media advertising 20

Recruitment Purpose: To attract the “right” students into specific programs Move from “liaison” to “recruitment” Concern with access (& persistence) of “1st generation” & “low-income” students including Aboriginal & immigrant populations Desire for increased flexibility (scheduling, course offerings, mode of instructional delivery) Industry pressures & expectations 21

Admissions Purpose: To use differing strategies, processes & policies to maximize yield Change in philosophy from gatekeeper to facilitating enrolment 22

Financial Aid/Pricing Before the late 1970’s: Financial aid generally used to meet students’ demonstrated financial aid An incentive for enrolment Modern financial aid practices and pricing (tuition & fees, discounting) focus on both students’ willingness to pay & ability to pay 23

Student Support & Retention Student success initiatives help students achieve their educational & career aspirations through quality academic & student support services, programs & experiences Link between recruitment & retention Technological tools help provide high tech/high touch service Notion of education as a commodity Meet/exceed “customer” expectations One-stop service centres: eliminate “run-around” & bureaucracy 24

What SEM is Not A quick fix Solely an organizational structure An enhanced admission & marketing operation A financial drain on the institutional budget An administrative function separate from the academic mission of the institution 25

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

Applicability of the SEM model to Enform? 27 Discussion

Q & A Thank you! 28