1. FUTURE SHOCK IS NOW: SUCCEEDING WITH DECLINING STUDENT MARKETS AND THE "HELICOPTER PARENT” JAY W. GOFF VICE PROVOST & DEAN FOR ENROLLMENT MANAGEMENT Founded 1870 | Rolla, Missouri, USA Admissions Snapshot September 2, 2009

2. Today “It did not happen by Accident” Only one public school in Missouri has had eight years consistent growth in quality, diversity & quantity of students.  Thanks to All for Another Great Year!  A Millennial Environmental Scan  2009-10 Goals & Initiatives  Strategic Planning for Our Future

3. Core enrollment principles  No Enrollment Effort is Successful without QUALITY Academic Programs to Promote  Recruitment and Retention is an On-going, Multi-year PROCESS with Strong Access to Research and DATA  +80% of Enrollments come from REGIONAL student markets for BS/BA degrees  The Most Successful Recruitment Programs Clearly DIFFERENTIATE the Student Experience from Competitor’s Programs  The Most Successful Retention Programs Clearly Address Students’ Needs and Regularly ENGAGE Students in Academic and Non-Academic Programs

4. SOURCE: Bob Wilkinson

5. “Succeeding while Swimming Against the Tide” RECORD GROWTHDECLINING INTEREST Strategic Enrollment Management (SEM) at Missouri S&T 2001-2009

6. Our Previous Problem… 2009

7. SOURCE: ACT EIS 2008 > 5% 20,000 fewer potential engineering majors College Bound ACT Tested Students Interested in Any Engineering Field

8. Missouri’s 2008 student funnel for ALL engineering fields  High School Seniors:72,467  High School Graduates:61,752  ACT Testers/College Bound: 47,240  Any Engineering Interest (all testers):1,768  Any Engineering Interest, (+21 testers):1,256 (21 = MO average score / 50%)  Engineering Interest, +24 comp. score: 961 (24 = UM minimum for auto admission)  Missouri S&T Freshmen Engineering 681 Enrollees: SOURCES: MODESE 2009, ACT EIS 2008, PeopleSoft 71% S&T market share

9. Goals met!

10. Enrollment diversity

11. Actual Goals 20002005200620072008 2012 Total Enrollment4,6265,6025,8586,1676,371 6,550 Undergraduate Students3,6984,3134,5154,7534,912 4,800 Graduate Students9281,2891,3431,4141,459 1,750 Freshmen Class6969149771,0511,056 975 Transfer Class210314266276286 300 American Indian/Alaskan Native24 20 33 36 Asian-American117 131198 191 240 Black, Non-Hispanic159 200245271299 335 Hispanic-American53 104137139132 190 Total Female1,0711,2241,3261,3911,419 1,500 Undergraduate Female8609451,0161,0521,101 1,135 Graduate Female211279310339318 365 Freshman Female196168221215273 275 Transfer Female4591707467 90 On-campus4,3935,1015,3895,6495,768 5,825 Distance Education233501469518603 725 GOAL 2.1: Grow overall enrollment to 6,550 by 2011-12 with diversity that reflects the State of Missouri and the global environment in which we compete. Strategic Plan

12. I. If we maintain current record market shares, we could decline 2% to 5% in new students each year after 2010. II. If we continue to increase research, we will need more graduate students and better GA packages. III. To maintain or grow quality, diversity and revenue levels the quantity of students will be key. Upcoming Challenges

13. Challenge: changes in the college-bound student markets  The Midwest and Northeast will experience a 4% to 10% decline in high school graduates between 2009 – 2014 (WICHE)  The profile of college-bound students is rapidly becoming more ethnically diverse and female dominant (NCES, WICHE, ACT, College Board)  The number of students interested in engineering, computer science, and natural science degrees has declined to record lows (ACT, CIRP)  More full-time college freshmen are choosing to start at two-year colleges (IPED, MODHE)  More students are enrolling in more than one college at a time (National Student Clearinghouse)  Future student market growth will include more students requiring financial aid and loans to complete a degree (WICHE)

14. Some Trends that have not Changed: The Golden Circle for Recruitment +70% enroll within 140 miles of home +80% enroll in home state DEMO

15. +1 -15 +4 -5 +21 -14 +13 +53 +27 -9 +27 -23 +1 +16 -8 -2 -3 +22 +14 -4 -2 -6 -3 +2 -7 +10 -6 +2 0 0 -12 -6 +1 +9 -3 -31 -6 -8 -14 -19 -17 -14 Source: Chronicle of Higher Education Almanac 2006-07 Projected change in high school graduates 2007-2017 > 20% +11% to +20% 0% to +10% Decreases +1 +10

16. WICHE, 2008 National vs.. Regional Trends

17. By 2012, Missouri will have 4,000 fewer high school graduates each year

18. WICHE, 2008 Increasing the college going rate is key

19. College Progression Rates in Missouri NCHEMS 2006 For every 100 Ninth Graders # Graduate from High School # Enter College # Are Still Enrolled Their Sophomore Year Percentage of 9th graders who graduate from HS on time, go directly to college, return for their second year, and graduate within 150% of program time Missouri 10077.244.128.820.9 Nation 10068.642.328.419.7

20. Areas of Concern Along the P-12 Pipeline  Only 2 of 10 eighth graders ready for college prep curriculum in high school (ACT 2008)  College-Going Rate (%) - 2006 Fall First-Time Freshmen Directly out of High School Missouri: 57.1 Nation: 61.6  A Larger Proportion of Missouri Students Starting at Community Colleges  Freshmen Headcount Distribution at Missouri Colleges & Universities (DHE 2008) 198219871992199720022007 Community College31%24%31%30%36%41% Public College/University51%55%47%46%42%39% Private College/University18%21%22%24% 20% Total Freshmen39,50533,56035,03435,18441,13548,181

21. Labor Demand vs. Student Interests Source: U.S. Department of Labor, Bureau of Labor Statistics, www.bls.gov/emp/home.htmwww.bls.gov/emp/home.htm

22. Source: CIRP Change in Intended Major 1976-77 to 2006-07 College Board, 2007

23. Basic enrollment funnel Do not discount the value of funnel management and analysis ACT data makes the process much easier to engage on macro and micro levels

24. 46% “Economy has Changed Which College Students will Attend” SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

25. 27% planning to submit fewer applications SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

26. 76% indicated they would be “somewhat” or “very likely” to consider the more expensive institution if it could deliver greater value SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

27. Identifying interests of incoming students SOURCE: ACT’s AIM 2008

28. Incoming students’ self-identified interests and needs SOURCE: ACT’s AIM 2008

29. Percent For Whom Financing was a Major Concern 1992-93 to 2006-07 (Selected Years) Source: CIRP College Board, 2007

30. Framework for the Generation “We must support the students we have, not the students we wish existed.” Scott Swail, Education Policy Institute, 2008  Who are these “newbies”?  What forces have shaped them?  What expectations do they have about college and the nature of the work world?

31. Who are Millennials  Born between 1984 and 2004  Products of a societal shift from an adult-centric to a child-centric society  Leading edge: Started college in 2002

32. Top Defining Moments  September 11, 2001 Terrorist Attract  Columbine  Iraq War  Oklahoma City bombing  Princess Di’s death  Clinton impeachment trial ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

33. Defining Adjectives  Special  Sheltered  Confident  Team-oriented  Achieving  Pressured  Conventional ADAPTED FROM: Neil Howe and William Strauss, “Millennials Rising: The Next Great Generation,” Vintage Books, New York, 2000

34. Defining Messages  Be smart—you are special.  Leave no one behind.  Connect 24/7.  Achieve now!  Serve your community. ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006, Connecting Generations: The Sourcebook, Claire Raines

35. Core Values and Traits  Optimism  Civic duty  Confidence  Inclusion  Morality  Savvy (rather than “street smart”)  Achievement ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

36. Managing and Motivating Millennials  Loyal and hardworking when they see value in what they are doing.  Energetic and need continual stimulation and challenge…will move on quickly if bored or dissatisfied.  88% have established five-year goals…already. Source: Understand Millennial Generation To Manage Them Successfully, www.digitu.com, Kenneth Judd, 2005 ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

37. What Will Attract Them  Offer teamwork opportunities  Fairness (equal treatment across broad categories of students/workers)  Protection against risk  Solid work-life balance  Longer career plans  Proximity to mom & dad Neil Howe & William Strauss, “Millennials Go to College,” AACRAO and LifeCourse Associates, 2003 ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

38. 90% of parents choose their kids' colleges on the web and the visit  82% plan to play a pivotal role in helping their children make the final decision about college.  Only 17% will entrust their child to make that decision independently  The internet is playing an increasing role in higher education recruitment  Recent data demonstrates the need for institutions to make explicit overtures to parents on the web SOURCE: Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students, 2009

39. Increase Success of Students  Retention Rates  Graduation Rates Increase College Going Rate & Access 1. Access & Affordability 2. Pipeline of College Ready Students 3. Strategic Partnerships 4. Outreach/Education 5. Scholarships Expanding Current Markets & Capturing New Markets 1. Out-of-state students 2. Transfer Students 3. Female Students 4. Underrepresented Minority Students 5. International Students 6. Graduate Students 7. Nontraditional Students Strategic Enrollment Management Plan 2009-2014

40. FUTURE SHOCK IS NOW: “SUCCEEDING WITH DECLINING STUDENT MARKETS AND THE "HELICOPTER PARENT” JAY W. GOFF VICE PROVOST & DEAN FOR ENROLLMENT MANAGEMENT Founded 1870 | Rolla, Missouri, USA Admissions Snapshot September 2, 2009