1. What the heck is enrollment management?
Council of Chairs Meeting, Tuesday, October 9, 2018
What the heck is enrollment management?
Where did we end up for fall 2018?
Our reality
Where we are going

2. Enrollment Management is …
Product – how we position our programs
Price – how we price a RIT education
Promotion – how we get RIT in front of potential students
Placement – where we go to meet students

3. Enrollment Management is comprised of:
Undergraduate Admissions
Graduate & International Admissions
Financial Aid
Systems & Tools
Project Lead the Way

4. current organizational structure by work type
Admissions
Graduate, Int’l & Part-Time
Systems & Reporting
Financial Aid
Freshman Admissions
Graduate Admissions
Systems & Reporting
Financial Aid Mgmt
Transfer Admissions
International Recruiting
Systems & Reporting
Marketing & Comm
Marketing & Comm
Systems & Reporting
Systems & Reporting
International Admissions
Veterans Services

5. proposed organizational structure by work type
Freshman Admissions
Transfer & Veteran Admissions
Enrollment Marketing
Systems, Reporting & Research
Graduate & International Admissions
Financial Aid
Freshman Admissions
Transfer Admissions
UG Enrollment Comm
Systems
Graduate Admissions
Financial Aid Mgmt
Veteran Services
GR Enrollment Comm
Enrollment Reporting
International Admissions
Demand Strategy
Enrollment Research
Expands capacity in demand creation
Single data and information plan
Focus on Veterans & Transfers
Gets the non-recruiting and admissions functions out of Undergraduate Admissions
Should allow us to see talent and leaders more clearly
Goal ownership!

6. 1301 Avg SAT

8. 3262
2904
3105
3126

9. This is us 23% Yield 46% Discount Rate 26% Early Decision 14% AALANA
6.5% International
34% non-Golisano, Gleason, and Engineering Tech
31% PELL
Median/Mean Income = $100,195/$130,979
28% use PPLUS or Private Loans

11. competition

12. Competitive Reality
Wedged between large publics, historical co-ops, and technical institutes/universities (Top 15 ‘17 Clearinghouse)
SUNY Buffalo (96% from NY)
RPI
SUNY Stony Brook (91% from NY)
Penn State (51% from PA)
WPI
Drexel
SUNY Binghamton
UCONN (75% from CT)
Clarkson
UMASS (69% from MA)
Purdue (7% from IN)
Syracuse
Northeastern
VA Tech (18% from VA)
University of Maryland (60% from MD)
Represents Approximately 1/3 of our known overlap (33.5%)
Nearly twice as many students went to UB than any other institution

13. Competitive Reality– Engineering & Tech
When looking at Golisano, Gleason, and Engineering Tech (Top 15 ‘17 Clearinghouse)
SUNY Buffalo
RPI
SUNY Stony Brook
WPI
Penn State
Clarkson
Drexel
UCONN
SUNY Binghamton
UMASS
VA Tech
Northeastern
Purdue
Maryland
NYU
Same as previous except no Syracuse and addition of NYU (81 went to NYU)
Drexel, Northeastern & Purdue (Co-op) are represented

14. Competitive Reality – Non Engineering & Tech
When looking at Art & Design, Business, Liberal Arts, Science, Health Sciences, & Individualized Study (Top 15 ‘17 Clearinghouse)
SUNY Buffalo
SUNY Binghamton
Drexel
Syracuse
SUNY Stony Brook
UCONN
Penn State
U of Rochester
RPI
Pratt Institute
School for Visual Arts
St. John Fisher
SUNY Geneseo
SUNY Albany
Rutgers
UB is more than 2x than any other overlap
1 Co-op overlap
More than 50% public

15. Competitive Reality – College of Liberal Arts
When looking at College of Liberal Arts ONLY (Top 15 ‘17 Clearinghouse)
SUNY Buffalo
SUNY Albany
Penn State
CUNY Hunter
Drexel
Niagara University
UCONN
CUNY City
St. John Fisher
SUNY New Paltz
SUNY Binghamton
Syracuse U
UMASS
Hobart & WS
Ithaca Coll
SUNY, Other Publics, and Regional Small Privates
Small Ns – No real category

16. problem

17. Program Distribution
24% of Mix

18. Way too low
Inquiry Distribution
Way too low
33% of Mix

19. Application Distribution
62% of Mix

20. FAFSA Distribution
63% of Mix

21. Visits + Accept Distribution
65% of Mix

22. Paid Deposit Distribution
65% of Mix

23. Tableau We admitted into 108 program options for fall 2018
1/3 (33.35%) of new freshman enter from 6 programs
1/2 (50.82%) of new freshman enter from 12 programs
54/108 programs (50%) drew less than 10 students
Tableau

24. Why program distribution is so important
Gender equity
AALANA growth
Risk of STEM fatigue
Efficiency

25. price

26. App Vol
15,629
19,505
10,331
28,454
7,000
33,099
54,209
19,058
8,335

28. Projects and next steps
Application marketing campaign
Focus on integrating offerings of ELC to expand international reach
Data integration and systems (usability and distribution)
Evolution of student search
Specific plan for Metro NYC & Metro Chicago
Positioning of SOIS for transfer market
Admissions & Career Services building and guest experience
Program analysis and pathways – discipline
Incorporation of brand into publications and social – new web in Jan
Working adult education – where do we go?
Raising money for scholarships

29. Approximately 10% of graduate offerings have new enrollments more than 20 studentsTableau
Enrollment is an operations provider and does some demand generation (i.e. international)
– will be focusing on the CE/PT/Adult market this fall – RIT Online