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Responding to Changes in Student Demographics: An Agenda for the Future Tim Gilmour. Demographic Challenges for Wilkes. Traditional high school graduate population: 10% decline to begin Fall 09 60% drawn from 13 Northeastern PA counties Minority proportion growing - PowerPoint PPT Presentation
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Responding to Changes in Student Demographics: An Agenda for the Future
Tim Gilmour
Demographic Challenges for Wilkes
• Traditional high school graduate population:– 10% decline to begin Fall 09– 60% drawn from 13 Northeastern PA counties– Minority proportion growing
• Significant opportunities in adult continuing education– Established programs for educators– Needed to expand program mix
Sticking out in the crowd• Launched mentoring brand with appeal to
broad socio-economic and demographic range– Smart copy tone– Unique graphic treatment
• Advertising campaign featured one-to-one recruiting of individual students— “Majority of One”
How Branded Ad Campaign Worked• Micro message in a macro market• Wilkes targeted geographic areas for enrollment• Interviewed students from areas to determine what
made them unique• Developed creative that spoke directly to students• Used conventional and unconventional media (cable
tv, pizza boxes, fortune cookies) to deliver messages• 2.5 million impressions
A Majority of OneWilkes University Awareness Campaign
A Majority of OneWilkes University Awareness Campaign
Show Don’t Tell building mentoring communities
• Launched online community for students to build relationship
• Incoming students assigned an e-mentor
Mentoring – Living the BrandMentoring – Living the Brand
UndergraduatePoint of Mentoring
Opportunity
E-Mentoring & Orientation
First-year Academic Advising
Freshman Foundations
Undergraduate Research
Timing
Pre-matriculation& First Semester
First Year
First Semester
Sophomore throughSenior year
Mentor
Student Leader
First-year advisor
Freshman Foundation Instructor
Research Professor of Upper-class peers
Mentoring – Living the BrandMentoring – Living the Brand
UndergraduatePoint of Mentoring
Opportunity
Experiential Education
Senior Capstone Experience
Academic Dept Relationship
Timing
Sophomore throughSenior year
Senior Year
1st through senior years
Mentor
Site Supervisor, Dept coop liaison,
Coordinator Coop Ed
Capstone Faculty
Dept. FacultyUpper Class studentsAlumni
Full-Time Undergraduate Out-of-State Enrolleesas Percentage of Total Enrollment
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1 2 3 4 5
Year
En
roll
men
ts
2003 2004 20062005 2007
Targeting the Right StudentsTargeting the Right Students• • Helped reduce discount rateHelped reduce discount rate• • Increased retention rateIncreased retention rate
Family Income of New Students
$69,900 $66,300
$53,700 $52,600
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
1 2 3 4
Year
Inc
om
e
20062005 2007 2008
Grow Minority Grow Minority EnrollmentsEnrollments
• Targeted high schools with non-Caucasian populations in suburban areas• Began a special scholarship program for low socio-economic status students
Center for Global Education and DiversityCenter for Global Education and Diversity
• Created in 2008 to address global education and diversity university wide
• Combined a number of existing functions and added new ones into a single office.
Undergraduate and Graduate International Enrollment
22 1831
46
86
121
0
2040
6080
100120
140
1 2 3 4 5 6
Year
Nu
mb
er
2003 2004 2005 2006 2007 2008
Domestic, Non-Caucasian, Undergraduate Enrollments
0
20
40
60
80
100
120
140
160
180
200
1 2 3 4 5
Year
En
roll
men
ts
2003 2004 20062005 2007
92
119131
159
181
Undergraduate Full- and Part-time Enrollment
20552108
21882245
2336
1900
2000
2100
2200
2300
2400
1 2 3 4 5
Year
Nu
mb
er
of
En
rollm
en
t
20072006200520042003
Meeting Demand for GraduateMeeting Demand for GraduateAdult EducationAdult Education
• Growth in programs for educators– 2004 – 5 masters programs – 2008 – 10 masters programs plus Doctorate in Educational Leadership
• Refocused programs on emerging needs– New teachers need technology training- Programs feature learning embedded in educators’ workplace
Strategic Partnerships in Education Strategic Partnerships in Education for Rapid Deploymentfor Rapid Deployment• Discovery Education – leader in streaming classroom videos• Performance Learning Systems – leader in professional development • Learning Sciences International• Alliance with PA Association for School Business Officials
Meeting Demand for GraduateMeeting Demand for GraduateAdult Education, cont.Adult Education, cont.• Launched MFA in Creative Writing• Developed accelerated and web-based Bachelor’s of Business Administration• Currently developing certificates and degrees in Environmental Engineering, Communications and Integrative Media
New Delivery FormatsNew Delivery Formats• Online and hybrid formats have allowed Wilkes to gain a national presence and deliver programs in India and China
• Need staff dedicated to development of formats and training faculty in online learning
MBA Credit Hours
18792304
2517 26242904 2947
0500
100015002000250030003500
1 2 3 4 5 6
Year
Cre
dit
Ho
urs
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09*
* Full credits not reported
Creative Writing Credit Hours
0210
7731016
15541765
0
500
1000
1500
2000
1 2 3 4 5 6
Year
Cre
dit
Ho
urs
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09*
* Full credits not reported
Graduate Education Credit Hours
31076 30990 3230736799 34735
37981
0
10000
20000
30000
40000
1 2 3 4 5 6
Year
Cre
dit
Ho
urs
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09*
* Full credits not reported
Total Graduate Student Enrollment Full- and Part-time
20192264
2503
1977
0
500
1000
1500
2000
2500
3000
1 2 3 4
Year
Num
ber
of E
nrol
lmen
ts
1
2004 2005 2006 2007
Net Tuition, Fees, Room & Board Revenue(in thousands)
Declining Localized Pool of Traditional Declining Localized Pool of Traditional Students; Increasing DiversityStudents; Increasing Diversity
• Response: Intensify recruiting outside traditional service area; international recruitment
• Reduce discount rate• Increase from 2003 to 2007
– New York 77 to 127 (historic strength in southern tier)– New Jersey 144 to 252 (strong exporter of students)– International student 5 to 37
Making Wilkes Reflect the WorldMaking Wilkes Reflect the World• Started campus traditions
started like Interdependence Day, Annual Multicultural Award Ceremony
• Increased training for resident assistants
• Ongoing assessment to determine impact on competencies in global issues
• Wilkes’ classrooms more closely reflect the world
Undergraduate Full- and Part-time Enrollment
20552108
21882245
2336
1900
2000
2100
2200
2300
2400
1 2 3 4 5
Year
Nu
mb
er
of
En
rollm
en
t
20072006200520042003
