Issues and Perspectives in Recruitment and Enrollment

Issues and Perspectives

in

Recruitment and Enrollment

Ferrum College

The Admissions Funnel

High School Students

Inquiries

Applicants

Acceptances

Paid Deposits

Matriculants

Simple Yield Analysis

Inquiries 11,019

Applicants 1096

Yield 10%

Accepts 873

Yield 80%

Deposits 445

Yield 51%

Matriculants 359

Yield 81%

3 year average 1997-1999

CICV

Fall 1996 – Fall 1999

1996 1997 1998 1999

Applications for AdmissionsVA Residents 11,020 11,303 11.746 12,697 Non-VA Residents 21,258 21,958 23,916 25,221Total 32,278 33,261 35,662 37,918Percent VA Residents 34.1% 33.9% 32.9% 33.4%

Offers of Admissions VA Residents 8,331 8,502 8,739 9,436Non-VA Residents 13,885 13,408 15,279 16,563Total 22,216 21,910 24,018 25,999Percent VA Residents 37.5% 38.8% 36.4% 36.2%

Offers Who MatriculatedVA Residents 3,009 3,177 3,240 3,562Non-VA Residents 4,332 4,621 4,352 4,852Total 7,341 7,798 7,592 8,387Percent VA Residents 40.9% 40.7% 42.6% 42.4%

Freshman Applications and Admission by Residence

Fall 1996 – Fall 1999

1996 1997 1998 1999

Applications for AdmissionsVA Residents 766 741 675 781Non-VA Residents 414 192 245 250Total 1180 933 920 1031Percent VA Residents 64.9% 79.4% 73.4% 75.8%

Offers of AdmissionsVA Residents 621 587 554 644Non-VA Residents 258 153 196 191Total 879 740 750 835Percent VA Residents 70.6% 79.3% 73.9% 77.1%

Offers Who MatriculatedVA Residents 234 192 234 271Non-VA Residents 73 43 74 61Total 307 235 308 332Percent VA Residents 76.2% 81.7% 76.0% 81.6%

Note: 1996 Pre-App Program

Ferrum CollegeFreshmen Applications and Admissions by Residence

1996 1997 1998 1999

Offers as % of Applicants within CategoryVA Residents 75% 75% 74% 74%Non-VA Residents 65% 61% 64% 66%Total 69% 66% 67% 69%

Matriculants as % of Offers within CategoryVA Residents 36% 37% 37% 38%Non-VA Residents 31% 34% 28% 29%Total 33% 36% 32% 32%

CICVFreshman Applications Percent Yield Rate

Ferrum College

1996* 1997 1998 1999

Offers as % of Applicants within CategoryVA Residents 81% 79% 82% 82%Non-VA Residents 62% 79% 80% 76%Total 74% 79% 82% 81%

Matriculated as % of Offers within CategoryVA Residents 38% 33% 42% 42%Non-VA Residents 28% 28% 38% 32%Total 35% 32% 41% 40%

*Note: 1996- Pre-App Program

Freshman Applications Percent Yield Rates

Mechanics of Recruitment

• Direct Mail– 50,000 Names– 5% Return

• Telemarketing– Admissions Counselors– Students– Faculty

• Publications– Based on attributes highlighted in the Strategic Plan:

Blend of Arts & Sciences

Technology

Experiential Learning

Blue Ridge Location

Activities & Athletics (Leadership)

Classroom--Student/Teacher Ratio



• High School Visits/College Nights– 5 Geographic of Recruitment Territories– Recruitment Travel both Fall & Spring– VA Tour– Out of State:PA,WV, MD, NJ, NC, DE, TN,FL– Athletics– Geodemographic Analysis

• Marketing– Roanoke Valley

• Multimedia:Newspaper

Radio

Billboard

Roanoke.com

Feeder School Newspapers

Selected Back to School Guides



• Marketing continued:– Private Colleges & Universities

Magazine– Regional Edition of National Magazines:

Newsweek

Time

Sports Illustrated

U.S. New & World Report


• Open Houses– Fall (2)– Spring (2)

• Campus Tours– Tour– Class– Lunch


• Campus Tours continued:– Faculty– Coaches– Overnight Stays

• VA Private College Week

• CICV Counselor Tour


• Planning• Annual Planning

– Results

– Opportunities

– June

• Strategic Planning– Size of the Class

– Shape of the Class

– On going

Psychology of Recruitment

• Consumer Approach• Predisposition

• Information Seeking

• College Inquiries

• Application

• Acceptance

• Attending

Deciding to Go to College


• Sociological– Class Rank/SAT/GPA

– Parental Education

– Student Peer Groups

• Economic– Cost Benefit Analysis

Deciding to Go to College


• College Choice– Influencing Attributes

• Students/families perception of what attribute is influential to their choice.

– Preferred Attributes• Students/families preference for an attribute.

– Needs Analysis• Students/families needs in College.

Academic Profile and Personality

• GPA (2.6)

• SAT (899)• Family Education (31% both parents attended college)

• Aspiration and Educational Attainment

Ferrum College Entering Freshmen

Educational Attainment

Get a bachelor’s degree?

Ferrum College Peer Group

64% 75.1%

Source: 1997, 1998 & 1999 CIRP; 3 year average

Intellectual Self Confidence

29%

55%

16%

High Average Low

Social Self Confidence

47%

41%

12%

High Average Low

Source: Parent Survey. 1997-1999 Combined.

Educational Attainment


• Socioeconomic


Estimate of Parents Income

Ferrum Peer Group

<$20,000 11% 13%

$20,000-$39,999 29% 24%

$40,000-$59,999 23% 25%

$60,000-$99,999 23% 25%

>=$100,000 14% 14%


• Geographic/home


Distance From Home

5 or less6 to 1011-5051-100101-500>500

Ferrum2.9%2.5%15.1%16.2%51.5%11.6%

Peer4.8%4.1%17.5%17.3%37.7%18.9%


ATTRIBUTES• Academic Reputation• Social Reputation• Cost• Financial Aid• Location/Distance from Home• Size• Athletics• Special Programs

Attribute: Academic Reputation

This college has a very good academic reputation.


35.6% 50.1%

Source: 1997, 1998 & 1999 CIRP; 3 year average.

Academic Reputation

Graduates gain admittance to top graduate/professional schools.

Ferrum College Peer Groups

16% 26%


Attribute: Social Reputation

This college has a good reputation for its social activities.


24.5% 27.3%


Attribute: Cost

This College has low tuition.

Ferrum College Peer Group 9.3% 10.5%

Source: 1997, 1998, & 1999 CIRP; 3 year average.

Attribute: Cost

For the colleges your student seriously considered, Ferrum’s tuition, room and board was . . .

41%

54%

5%

Significantly HigherAbout SameSignificantly Lower

Source: Parent Survey 1997-1999 Combined.

Attribute: Financial Aid

50%

31%

19%

Very ImportantSomewhat ImportantNot Important

Was the financial aid package a significant reason in your student’s attending Ferrum?


Attribute: Location/ Distance From Home

I wanted to live near home.


15.0% 15.2%


Attribute: Size

I wanted to go to a a school about the size of this college.


47.2% 52.6%


Attribute: Parental Influence

My parents wanted me to go was a very important decision factor.


42.3% 37.9%


Attribute: Athletics

Very good chance that I will play varsity/intercollegiate athletics.


44.1% 27.0%


Attribute: Special Programs

This college offers special educational programs which were very important in the decision to attend private college.


22.1% 21.8%


Issues In Enrollment

• Defense of small school

• Lack of name recognition

Ferrum College

53%

27%

12%

8%

1st Choice 2nd Choice3rd Choice <3rd Choice

Peer Group

71%

20%

6%

3%

1st Choice 2nd Choice3rd Choice <3rd Choice

Student Selection and Choice


• Public perception (image)

• Location

• Perception of the value of the degree

• History/traditions

• Pride

• Commitment to college

Commitment to College

Be satisfied with your college?


31.2% 52.8%


Issues In Enrollment• Predisposition to transfer

Predisposition to Transfer

The chances are very good that I will transfer to another college before

graduating.


12.5% 8.7%Source: 1997, 1998 & 1999 CIRP; 3 year average

Issues In Enrollment• Parental influence (or lack thereof)

My parents wanted me to go to college.


42.3% 37.9%


Parental Influence

Issues In Enrollment• Academic preparation

• Career vs intellectual

Career vs Intellectual

To be able to make more money.


77.5% 63.6%


Career vs Intellectual

To prepare myself for graduate or professional school.


38.4% 49.5%


Issues In Enrollment• Perception of the student- ability, consumer, learner,

colleague.– Faculty

– Staff

– Coaches

– Administration

– BOT


• Unified Understanding of Ferrum (or lack thereof)

– Mission

– Vision

– “we know what’s best”

– customer service

Admissions Expectations

The admissions process has given me an accurate expectation of what my student will experience at Ferrum College.

68%

31%

1%

Yes Somewhat No


Admissions and Recruitment Issues

• Improve compensation for Admissions personnel– Review hiring procedures– Goals and evaluation– Retention and promotion

• Improve staff training for Admissions personnel– College issues– Procedures and practices in college admissions

Admissions and Recruitment Issues• Refine Recruitment Cycle

– Geodemographic Study– Contract Inquiry Qualifying– Telemarketing– Direct Mail

• Improve Campus Involvement in Recruitment– Faculty Involvement– Alumni Involvement– Student Involvement

Admissions and Recruitment Issues• Improve recruitment tools

– CD Rom– Video– Web– Publications

• Improve Marketing– Build upon the Martin Research Report– Hire Marketing Consultants– Increase Advertising Dollars

Admissions and Recruitment Issues

• Permanently establish a Committee on recruitment– Attend conferences– Conduct institutional research– Facilitate campus buy-in– Facilitate campus involvement

Retention and Attrition Statistics

• Graduation Rates

• Persistence Rates

Graduation and Persistence Rates

0%

20%

40%

60%

80%

1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998

Year Entered Ferrum

Returned for Sophomore Year Graduated within 4 Years Graduated within 6 Years

Retention and Attrition Statistics

• Average GPA of Students While at Ferrum College (2.2)

Retention Issues and Strategic Planning Initiatives

• Residence Life

• Student Activities

• Athletics

• Intramurals

• Experiential learning/career services

Student Affairs


• Retention Issues• Advising

• Core curriculum

• Academic progress

• Graduation Requirements

• New Initiatives• First Year Experience

• Conditional Admit Program

Academic Affairs


• New Initiatives continued• Withdrawal policy

• Honors Program

• Remedial Program

• Summer Study Groups

• Calendar Study Committee

0

50

100

150

200

250

300

350

Week #

# S

tud

ents

Fall 1999 0 0 17 70 130 187 246 304 331

Fall 2000 0 0 11 35 85 141

2 8 14 20 26 32 38 44 50

Freshman Paid Deposits

Transfer Paid Deposits

0

1020

3040

5060

70

Week #

# St

uden

ts

Fall 1999 0 0 1 1 3 7 15 31 40 64

Fall 2000 0 0 2 3 7 11

2 8 14 18 24 30 36 42 46 52

New Freshman Entering10-Year Trend

0

50

100

150

200

250

300

350

400

450

500

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

0

50

100

150

200

250

300

350

1995 1996 1997 1998 1999

New Freshman Entering5-Year Trend

Issues and Perspectives

in

Recruitment and Enrollment

Ferrum College

Documents

Issues and Perspectives in Recruitment and Enrollment