1. `
Enrollment Management, Faculty Senate; January 2018

2. AGENDA UNI freshmen, 2012-2017 Iowa market share, 2012-2017
Admitted Student Questionnaire (ASQ) results (2017 vs 2015)
Messaging

3. UNI Freshmen,
TERM FR ACT GPA % min %NR
Fall 2012
1,704
23.1
3.21
9.2%
8.3%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

4. UNI Freshmen, 2012-2017 Fall 2012 1,704 23.1 3.21 9.2% 8.3% Fall 2013
TERM FR ACT GPA % min %NR
Fall 2012
1,704
23.1
3.21
9.2%
8.3%
Fall 2013
1,722
22.8
3.24
8.5%
8.9%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

5. UNI Freshmen, 2012-2017 Fall 2012 1,704 23.1 3.21 9.2% 8.3% Fall 2013
TERM FR ACT GPA % min %NR
Fall 2012
1,704
23.1
3.21
9.2%
8.3%
Fall 2013
1,722
22.8
3.24
8.5%
8.9%
Fall 2014
1,797
3.48
10.5%
8.1%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

6. UNI Freshmen, 2012-2017 Fall 2012 1,704 23.1 3.21 9.2% 8.3% Fall 2013
TERM FR ACT GPA % min %NR
Fall 2012
1,704
23.1
3.21
9.2%
8.3%
Fall 2013
1,722
22.8
3.24
8.5%
8.9%
Fall 2014
1,797
3.48
10.5%
8.1%
Fall 2015
1,916
22.7
3.50
10.1%
8.6%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

7. UNI Freshmen, 2012-2017 Fall 2012 1,704 23.1 3.21 9.2% 8.3% Fall 2013
TERM FR ACT GPA % min %NR
Fall 2012
1,704
23.1
3.21
9.2%
8.3%
Fall 2013
1,722
22.8
3.24
8.5%
8.9%
Fall 2014
1,797
3.48
10.5%
8.1%
Fall 2015
1,916
22.7
3.50
10.1%
8.6%
Fall 2016
2,000
22.9
3.49
11.2%
8.4%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

8. UNI Freshmen, 2012-2017 TERM FR ACT GPA % min %NR Fall 2012 1,704 23.1
3.21
9.2%
8.3%
Fall 2013
1,722
22.8
3.24
8.5%
8.9%
Fall 2014
1,797
3.48
10.5%
8.1%
Fall 2015
1,916
22.7
3.50
10.1%
8.6%
Fall 2016
2,000
22.9
3.49
11.2%
8.4%
Fall 2017
1,834
23.0
3.52
10.9%
10%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

9. Market Share Market share = # IA residents in fall freshmen class
# IA high school graduates previous spring (WICHE)

10. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

11. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
Fall 2013
1,568
4.50%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

12. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
Fall 2013
1,568
4.50%
Fall 2014
1,651
4.75%
4.55%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

13. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
Fall 2013
1,568
4.50%
Fall 2014
1,651
4.75%
4.55%
Fall 2015
1,751
5.04%
4.76%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

14. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
Fall 2013
1,568
4.50%
Fall 2014
1,651
4.75%
4.55%
Fall 2015
1,751
5.04%
4.76%
Fall 2016
1,833
5.26%
5.02%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

15. UNI Market Share (MS) 2012-2017 TERM IA res FR MS 3-YR MS Fall 2012
1,563
4.40%
Fall 2013
1,568
4.50%
Fall 2014
1,651
4.75%
4.55%
Fall 2015
1,751
5.04%
4.76%
Fall 2016
1,833
5.26%
5.02%
Fall 2017
5.01%
3rd column = ranking of market share % going back to 1999 and the 18 classes/cohorts

16. Admitted Student Questionnaire (ASQ)
2017 Audiences:
Admits not enrolling (600)
Parents of Admits not enrolling (612)*

17. Top Reasons: 2017
2017
192 (32%) better reputation or strength for major/program
179 (30%) offered me more in academic scholarships
156 (26%) closer to home
127 (21%) lower cost of tuition and fees
117 (20%) location that I prefer more than Cedar Falls
105 (18%) offered me a better financial aid package
85 (14%) offers major/program, and UNI does not offer

18. Top Reasons: 2015
2015
133 (30%) better reputation or strength for major/program
157 (36%) offered me more in academic scholarships
111 (25%) closer to home
96 (22%) lower cost of tuition and fees
94 (22%) location that I prefer more than Cedar Falls
83 (19%) offered me a better financial aid package
55 (13%) offers major/program, and UNI does not offer

19. Top Reasons: 2-year changes
192 (32%) better reputation or strength for major/program 133 (30%)
179 (30%) offered me more in academic scholarships (36%)
156 (26%) closer to home (25%)
127 (21%) lower cost of tuition and fees (22%)
117 (20%) location that I prefer more than Cedar Falls (22%)
105 (18%) offered me a better financial aid package (19%)
85 (14%) offers major/program, and UNI does not offer (13%)

20. How are students and parents
similar and different?

21. Top Reasons: Students vs. Parents
Students Parents
192 (32%) better reputation or strength for major/program (16%) 4
179 (30%) offered me more in academic scholarships (28%) 1
156 (26%) closer to home (20%) 2
127 (21%) lower cost of tuition and fees (18%) 3
117 (20%) location that I prefer more than Cedar Falls (14%)
105 (18%) offered me a better financial aid package (16%)
85 (14%) offers major/program, and UNI does not offer (12%)

22. Top Reasons: Students vs. Parents
Students Parents
192 (32%) better reputation or strength for major/program (16%) 4
179 (30%) offered me more in academic scholarships (28%) 1
156 (26%) closer to home (20%) 2
127 (21%) lower cost of tuition and fees (18%) 3
117 (20%) location that I prefer more than Cedar Falls (14%)
105 (18%) offered me a better financial aid package (16%) 6
85 (14%) offers major/program, and UNI does not offer (12%)
63 (11%) allowed me/my student to participate in college athletics 97 (16%) 5

23. Top Reasons: Students by residency
Iowa Out of State
145 (37%) better reputation or strength for major/program 47 (24%) 4
124 (31%) offered me more in academic scholarships 55 (28%) 2
93 (23%) closer to home (32%) 1
74 (19%) lower cost of tuition and fees (27%) 3
74 (19%) location that I prefer more than Cedar Falls 43 (22%) 5
66 (17%) offered me a better financial aid package 39 (20%) 6
61 (15%) offers major/program, and UNI does not offer 24 (12%) 7

24. Key Take-away’s
Bolster our messages of academic strength We still have work to do on scholarships Changes for next year (Provost Scholars, Raise.me, competitors) Value and affordability 4 of the top 6 reasons = directly or indirectly $$$ Especially with parents New Top choice/financial question Others?

25. Competition
# colleges applying (including UNI): Top Competitors: 107 (21%) 2 colleges 119 (23%) Iowa Privates 118 (23%) 3 colleges 92 (18%) UI 107 (21%) 4 colleges 84 (16%) ISU 71 (14%) 5 colleges 67 (11%) Iowa CC’s 46 (9%) 6 colleges 160 (31%) others 64 (12%) 7-10 colleges Take-away: Nearly 2/3 of the time, an admitted student is looking at only 2 or 3 other colleges options.

26. Timing (is everything?)
When they made final college selection decision 261 (46%) Late Spring (March-April) senior year 178 (32%) Early Spring (Jan-Feb) senior year 110 (19%) Fall (Aug-Dec) senior year 13 (2%) Summer before senior year 3 in junior year Take-away: 1) More than 3/4 of admits are deciding between January 1 – May 1 2) Spring semester is yield season.

27. Qualitative: Student Comments
Do you have any suggestions or words of advice to offer UNI to recruit future students? (112)
Positive, “Keep Doing what you are doing” (27)
Communication related (18)
Money, tuition, costs, expensive (17)
Campus visits (15)
Academics (12)

28. Qualitative: Parent Comments
Do you have any suggestions or words of advice to offer UNI to recruit future students? (200/261)
Positive, “Keep Doing what you are doing” (64)
Communication related (20)
Money, tuition, costs, expensive (70)
Campus visits (28)
Academics (11)

29. Qualitative: Comment Comparison
Do you have any suggestions or words of advice to offer UNI to recruit future students?
Students Parents
27 Positive, “Keep Doing what you are doing” 64
18 Communication related
17 Money, tuition, costs, expensive 70
15 Campus visits
12 Academics

30. SEMP, Part I, Goal I.6
Qualitative Goal I.6: Launch an institutional recruitment communication and marketing campaign that is targeted and more aggressive in key market areas that hold strong potential for increasing enrollment. Strategy 1: Utilizing the results of recent market research initiative, involving more than 20 individuals across campus and departments (University Relations, Admissions, Enrollment Management, Institutional Research, Marketing department in College of Business Administration, etc.), develop distinctive and compelling institutional messaging. Strategy 2: Deploy an integrated marketing and communication plan that includes active participation and collaboration with campus stakeholders (including UNI colleges and academic departments, University Relations, Admissions, Enrollment Management, and others), with a primary goal of elevating UNI's academic strength and perceived reputation.

31. SEMP, Part I, Goal I.6
INDICATORS for GOAL I.6 Number and percentage of admitted students and parents who indicate the following reason for choosing another institution on our annual Admitted Student Questionnaire (ASQ) surveys: "I chose a school that I believe has a better reputation or strength for my anticipated major/program of study compared to UNI's program."

32. Story telling https://www.youtube.com/watch?v=esGz_id6PuQ

33. Comments Questions Discussion

34. Extra blank slide

35. Process: Brainstorming
Annie Karr – Department of Housing
Matthew Wilson – Marketing (CBA)
Amy Schipper – Admissions
Donna Hoffman – Political Science
Kristin Woods – Student Affairs
Kristin Moser – Institutional Research
Laura Turlip – Communication Studies
Barbara Cutter – History
Scott Peters – Political Science
Amanda Jahnke Sauer - University Relations
Jess Betts – University Relations
Beth Bruns – University Relations
Jeff Funderburk – Music
Sara Kies – CBA
Sarah Pauls – CHAS
Matthew Bunker – Marketing (CBA)
Sarah Judisch – University Relations
Kim Brislawn – University Relations
Tim Bakula – Financial Aid
Matt Kroeger – Enrollment Management
Bryanne Trice – Student