1. SEM CONFERENCE– Orlando, 2012 Lessons in Recruiting Under-Represented and Non-Traditional Students

2. SEM CONFERENCE– Orlando, 2012 Presenters Clayton Smith, Vice-Provost, Students & International, University of Windsor Richard Wiggers, Executive Director, Research & Programs, Higher Education Quality Council of Ontario 2

3. SEM CONFERENCE– Orlando, 2012 Topics  Challenges in Recruiting Non-Traditional Students  Importance of Assessment  Youth in Transition (YITS) Survey  Successful Initiatives  Questions & Comments 3

4. SEM CONFERENCE– Orlando, 2012 Challenges in Recruiting Non-Traditional Students The postsecondary landscape has changed significantly in recent years Government has established incentives to increase enrolment of special populations (e.g., Aboriginal, college transfer, first-generation) Many of these groups do not have a history of attending PSE institutions And some are not reachable using traditional student recruitment methods 4

5. SEM CONFERENCE– Orlando, 2012 Substantial enrolment growth Sources: Statistics Canada PSIS (Enrolments), CAUBO (Funding). PSE Participation Rate Ontarians Aged 18-24

6. SEM CONFERENCE– Orlando, 2012 “Mass education” in PSE Ontario Goal

7. SEM CONFERENCE– Orlando, 2012 nd non-university attainment for main OECD countries, percentage of population aged 25-64, 2006 Canada leads the OECD in PSE University and non-university attainment for main OECD countries, percentage of population aged 25-64, 2006

8. SEM CONFERENCE– Orlando, 2012 University participation Informing the Future of Higher Education 8

9. SEM CONFERENCE– Orlando, 2012 College participation Informing the Future of Higher Education 9

10. SEM CONFERENCE– Orlando, 2012 Developed by the Organization for Economic Cooperation and Development (OECD) Policy-oriented indicators of the skills and knowledge of 15-year-old students The skills measured are considered key outcomes of the educational process (Reading, Math, Science) Undertaken every three years beginning in 2000 10

11. SEM CONFERENCE– Orlando, 2012 The PISA sample in Ontario Age 19992000200120022003200420052006200720082009201020112012 12 13 14 PISA 2000 (Reading) PISA 2003 (Math) PISA 2006 (Science) PISA 2009 (Reading) PISA 2012 (Math) 15 (Schools) Students (Rate) (182) 4,258 (77.2%) (138) 3,230 (78%) (120) 2,928 (81%) (171) 4,083 (80%) ?????? 16 17 18 11

12. SEM CONFERENCE– Orlando, 2012 Youth in Transition Survey (YITS) Student & Parent surveys accompanied PISA 2000 (Cycle 1), as well as surveys of school staff Follow-up telephone surveys were administered: – 17 years (2002) – Cycle 2 – 19 years (2004) – Cycle 3 – 21 years (2006) – Cycle 4 – 23 years (2008) – Cycle 5 – 24 years (2009) – Literacy Test – 25 years (2010) – Cycle 6 12

13. SEM CONFERENCE– Orlando, 2012 What was asked? Written surveys at Age 15 of student, parents and schools were paired with PISA assessments and provided baseline data on family and school background, personality, aspirations, etc. Subsequent telephone surveys focused on individual study habits and activities, completion of high school, etc. Later telephone surveys examined labour market and postsecondary pathways 13

14. SEM CONFERENCE– Orlando, 2012 Research cohorts Age20002001200220032004200520062007200820092010 14PISA OSSLT 155,557 16,935 16 YITS 17 4,290 18 YITS 19 3,859 15,560 20 YITS 21 3,253 22 YITS 23 2,697 Literacy 24 400 YITS 25 2,049 14

15. SEM CONFERENCE– Orlando, 2012 CYCLE 4 (21) – Gender Source: Mary Catharine Lennon, Huizi Zhao, Shunji Wang, Tomasz Gluszynski, Educational Pathways of Youth in Ontario: Factors Impacting Educational Pathways (HEQCO: 2011) 15

16. SEM CONFERENCE– Orlando, 2012 CYCLE 4 (21) – Parental income Source: Mary Catharine Lennon, Huizi Zhao, Shunji Wang, Tomasz Gluszynski, Educational Pathways of Youth in Ontario: Factors Impacting Educational Pathways (HEQCO: 2011) 16

17. SEM CONFERENCE– Orlando, 2012 CYCLE 4 (21) – Parental education Source: Mary Catharine Lennon, Huizi Zhao, Shunji Wang, Tomasz Gluszynski, Educational Pathways of Youth in Ontario: Factors Impacting Educational Pathways (HEQCO: 2011) 17

18. SEM CONFERENCE– Orlando, 2012 CYCLE 4 (21) – Immigrant parents Source: Mary Catharine Lennon, Huizi Zhao, Shunji Wang, Tomasz Gluszynski, Educational Pathways of Youth in Ontario: Factors Impacting Educational Pathways (HEQCO: 2011) 18

19. SEM CONFERENCE– Orlando, 2012 Immigrant Status Year of Arrival: Recent Arrivals (less than 5 years in Canada) N= 2104 Arrivals before 2002 (longer than 5 years in Canada) N=3214, Born in Canada N=10242 19

20. SEM CONFERENCE– Orlando, 2012 Racial groups & PSE pathways 20

21. SEM CONFERENCE– Orlando, 2012 Family income & PSE pathways 21

22. SEM CONFERENCE– Orlando, 2012 Importance of Assessment 22 DATA - What puts the “S” in “SEM” Transactional data Recruitment and retention analysis Assessment of strategies, services and outcomes

23. SEM CONFERENCE– Orlando, 2012 23 Creating a Data-Driven Enrollment Plan 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 Enrollment Data Agenda Financial Aid Analysis Enrollment Strategies Alumni engagement Graduation/ Career Development Yield Recruitment Marketing First Year Exp. & Retention Programs

24. SEM CONFERENCE– Orlando, 2012 24 The University of Windsor Story

25. SEM CONFERENCE– Orlando, 2012 25 Ontario university sector F/T UG Students (2010/11) F/T G Students (2010/11) F/T Faculty (2010/11) Expenditures ($000) (2010/11) Algoma University834 0 40 $36,405 OCAD University 3,054 44 102 $60,182 Nipissing University 3,874 59 174 $93,835 UOIT 6,515 308 144 $184,591 Trent University 6,187 354 225 $158,298 Laurentian University 6,318 407 462 $163,014 Lakehead University 6,425 578 309 $178,669 University of Windsor 11,645 1,658 516 $329,656 Wilfrid Laurier University 14,102 908 513 $304,138 Brock University 14,076 932 543 $299,686 Queen's University 15,730 3,580 792 $797,976 Ryerson University 18,632 1,893 927 $510,272 Carleton University 18,162 2,778 819 $534,690 University of Guelph 21,604 2,287 777 $711,150 McMaster University 21,327 3,354 1,299 $1,108,375 University of Waterloo 26,458 3,486 1,089 $855,463 University of Ottawa 28,200 4,611 1,293 $1,044,189 University of Western Ontario 27,457 4,782 1,491 $1,102,219 York University 41,012 3,841 1,398 $990,967 University of Toronto 56,531 13,195 2,667 $3,011,858 TOTAL 348,143 49,055 15,580$12,475,633

26. SEM CONFERENCE– Orlando, 2012 26 University of Windsor  Comprehensive university  9 Faculties  16,000 students  10% international students  1/3 part time students  More than half local students  40% First Generation students

27. SEM CONFERENCE– Orlando, 2012 First Generation (FG) Students Ontario Premier Dalton McGuinty announced that education will top the Province’s agenda This led to an infusion of $6.2 billion into the Ontario post-secondary education system and One of the top priorities became support for the outreach, recruitment and retention of first generation students  $30-million, three-year investment to help first generation students pursue a postsecondary education. 27

28. SEM CONFERENCE– Orlando, 2012 The University of Windsor First Generation Project Marketing & Student Recruitment Make the Cut! Connecting4Success 28

29. SEM CONFERENCE– Orlando, 2012 Marketing & Student Recruitment Marketing:  Posters developed for high schools and local community organizations  Series of advertisements in local community newspapers outlining the benefits of PSE and available financial supports Student Recruitment:  Included with the offers of admission a brochure that addresses issues of concern most common to FG students and their families 29

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36. SEM CONFERENCE– Orlando, 2012 Results Unable to assess the impact of this effort due to a lack of data identifying FG students Subsequently, the Ontario Universities’ Application Centre added a question to the application for admission asking students to self identify if they are FG students 36

37. SEM CONFERENCE– Orlando, 2012 Make the CUT! Provided FG students with an opportunity to experience postsecondary campus life while still in high school Joint program between the University of Windsor, St. Clair College, the Greater Essex County District School Board, and the Windsor-Essex Catholic District School Board Funded by the Ontario Government’s Ministry of Training, Colleges and Universities 37

38. SEM CONFERENCE– Orlando, 2012 The Program A multi-day summer experience on campus between Grade 10 and 11 On-going peer mentoring from current college or university students during their semester on campus Transit Windsor passes for the duration of the on- campus component Free tuition and textbooks for one course at St. Clair College or the University of Windsor A co-op placement on campus institution 38

39. SEM CONFERENCE– Orlando, 2012 The Program (Cont’d) Students speak with Grade 10 career classes during their Grade 12 year The University and College provide targeted student support services to students who attend their institution 39

40. SEM CONFERENCE– Orlando, 2012 Participating Students W.F. Herman Secondary School:  Applicants: 35  Participants: 19 St. Joseph’s Catholic High School:  Applicants: 19  Participants: 19 TOTAL: 36 40

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43. SEM CONFERENCE– Orlando, 2012 Connecting4Success Connecting4Success is a mentorship program that provides incoming FG students with personalized attention to support their successful transition to university Advice Gurus consist of supportive senior level students and professional staff 43 http://www.uwindsor.ca/connecting4success/

44. SEM CONFERENCE– Orlando, 2012 Participating Students – 2011/12 180 mentors (many participated as mentees the prior year) 179 mentees 44 Mentors receive co-curricular transcript recognition and some program incentives, but no direct honorariums or stipends for their participation.

45. SEM CONFERENCE– Orlando, 2012 Testimonials – Mentees "It was great to be part of Connecting4Success group! Thanks for running this program and eagerly waiting to become Advice Guru this time :) " - Arvinder "Thank you again for running this program - I think it's a great way to help others and make friends!“ - Jenn "I will also be applying to become a Mentor for next year. I believe that everyone should have the same opportunity; it was such a great experience and a lot of fun! Keep up the great work :)" - Zeinab 45

46. SEM CONFERENCE– Orlando, 2012 Mentee Learning Outcomes Knowledge of campus resources Aware of academic/classroom expectations Understand the challenges of first semester Develop an appreciation for time management, enhanced learning strategies and goal setting Learn about campus culture and extracurricular opportunities Develop the utilization of purposeful behaviours that contribute student success 46

47. SEM CONFERENCE– Orlando, 2012 Testimonials – Advice Gurus "More than giving back to my university, I actually learned more from my mentee than I thought possible!“ - Elizabeth "Thanks again for asking me to be involved in this program; I loved every minute of it". -Amanda  It has been a pleasure being part of such a great program. It enhanced my leadership and communication skills, and I'm glad to have been able to help out fellow students". - Ndaya 47

48. SEM CONFERENCE– Orlando, 2012 Mentor Learning Outcomes Increase knowledge of campus resouces Enhance interpersonal skills Engage in self awarneness and collaboration Develop leadership skills Improve oral and communication skills Experience intellectual growth 48

49. SEM CONFERENCE– Orlando, 2012 Results Control GroupProgram Group Retention rate67%71.4% Cumulative GPA (13 point scale) 6.67.0 Good academic standing70%79.6% Academic probation18%10.2% 49 C4S assists incoming students with their transition to university enhancing their first-year student experience, which in turn contributes to student persistence.

50. SEM CONFERENCE– Orlando, 2012 Leaver rates – colleges 50

51. SEM CONFERENCE– Orlando, 2012 Leaver rates – universities 51

52. SEM CONFERENCE– Orlando, 2012 Lessons Learned 1. Access and success should not be targeted in isolation. The barriers and obstacles are the same. Placing too much emphasis on access can be problematic if students do not persevere and fail to meet their educational goals. 2. Providing financial support—even if it is in the form of need-based grants rather than student loans—is not enough. The financial barriers to PSE participation are compounded by other factors— academic performance, individual behavior and environmental circumstances. 52

53. SEM CONFERENCE– Orlando, 2012 Lessons Learned (Cont’d) 3. The enrolment funnel and student life cycle experience is different for different groups of students. Recruitment strategies need to be customized to meet the needs of each special population group. 4. There is a need for both specialized/targeted student support programs and services as well as the integration of under-represented groups into regular programming and campus activities. 53

54. SEM CONFERENCE– Orlando, 2012 Lessons Learned (Cont’d) 5. There is a need for longer term resource commitment to ensure that the strategies we put in place have a lasting impact. 6. Assessment is key to determining the success of initiatives we may wish to undertake, but data is often difficult to come by. Targeted communities sometimes are reluctant to self-identify, which takes it hard to set goals for enhancing the recruitment and retention of these groups. 54

55. SEM CONFERENCE– Orlando, 2012 Resources  Higher Education Quality Council of Ontario, http://www.heqco.ca/ http://www.heqco.ca/  Canadian SEM Resource Library, http://www.uwindsor.ca/sem/ http://www.uwindsor.ca/sem/ 55

56. SEM CONFERENCE– Orlando, 2012 Comments & Questions Richard Wiggers, rwiggers@heqco.carwiggers@heqco.ca Clayton Smith, csmith@uwindsor.cacsmith@uwindsor.ca 56