Context, customers, and strategic enrollment management today

Context, Customers, and Strategic Enrollment Management Today

November 10, 2013

Todd Bloom, Ph.DChief Academic OfficerHobsons

AGENDA

Introductions and Overview

Context, Customers, and Your Work

A Local Perspective: Special ELP Guests

Strategic Enrollment Management Overview & Promising Practices

Focus Issue: Student Return on Investment

Your Next Steps and Closing

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The Work of Strategic Enrollment Management

“Enrollment management is a set of strategies, practices, and perspectives that

can help an institution more effectively achieve its mission and goals.”

--Don Hossler

Context and Customers

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Massive changes in higher education today…

What are you seeing, hearing, experiencing?

Trends

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What big trends do you see in our industry?

Think, Pair, Share, and Record [5 min.]

Share and combine your trends with a larger group on chart paper (draw a margin line on left side of chart

paper) [5 min.]

Independently, review “Top 10 HE Trends” [3 min.]

HE Trends

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Now, go deeper and/or broader… As a group: add/combine/clarify/delete

Consider economic factors, social factors, generational factor

Go beyond technology: What technology? Used by whom? For what purpose?

Consider both (+) and (--) factors

Stretch

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Which trends are most impactful or disruptive?

In your group, rate the impact of each trend on students (S) on a scale of 1-10 (10 = highest impact) [5 min]

In your group, rate the impact of each trend on institutions (I) on a scale of 1-10 (10 = highest impact) [5 min]

Code each for, in general, (+) or (-) impact

Calculate the composite impact score (S + I) for each trend to determine the top 3 most impactful trends

Analysis: Institutions and Students

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Which impactful trends are most relevant to our your work (as an enrollment professional)?

Review the top 3 highest scoring trends and select the 1 that is/should be most relevant to your work [3 min]

Describe why your selection is most relevant and what you/we should do about it [3 min]

Share your high impact and most relevant trend with the whole group and what we should do about it [2 min per group]

Trend Relevance… To You

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Stand by the #1 trend that you believe is most important given your personal opinion…

How will you learn more?

What might you do when you return to your campus?

Final Analysis: #1

A Local Perspective: El Paso, Texas

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Craig Westman

Associate Vice Provost for Enrollment Management University of Texas, El Paso

Troy Byrne

Assistant Superintendent for Secondary Education

Soccoro ISD

Guests

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Craig WestmanYour background. UTEP students and the institution.

Troy ByrneYour background. Socorro ISD students and the district.

Background

Based on the previous activity, do you have any general reflections?

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Initial Reflections

Tim: Students from your schools who are preparing to attend a postsecondary institution are both unique to El Paso and similar to their national peers. Please comment.

Craig: What structures, practices, programs does UTEP use in order to attract and enroll students to the institution? Which appear to make a difference in a good match?

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Q and A

Tim: What is the biggest barrier you see to getting your students into and through postsecondary?

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Problem Solving

Craig: What is the biggest barrier you see to attracting, enrolling, and ensuring student success in postsecondary?

Groups: What advice would you give Craig? What advice would you give Tim?

• Prepare a 2 minute pitch (Do this and here’s why)

Strategic Enrollment Management Overview

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The EM Concept (Don Hossler)

To manage the intersection of

Revenue

Prestige

Access

Diversity

And, increasingly, college completion

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Intended to influence enrollments and total campus revenue

Organized by strategic planning & research

Concerned with

- College choice

- Transition to college

- Student retention

- Student outcomesThe EM Concept (Don Hossler)

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Intended to guide campus practices in new student recruitment & financial aid, student support services, curriculum development & other academic areas to influence enrollment, persistence, and outcomes

Designed to meet state and federal expectations (particularly public institutions, but increasingly for privates—both non-profit and for-profit)


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What Influences Enrollments?

Fixed characteristics:

- Mission

- Location & Cost

Fluid Policy Decisions:

- Recruitment

- Net price

- Retention efforts


Mixed characteristics (can be altered but not easily):

- Academic programs

- Student experience

- Perceived quality

External Public Policies:

- Federal

- State

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Lasting Core Principles

Marketing orientation toward student recruitment & admissions

Student retention is as important as student recruitment

Financial aid can be used systematically to achieve enrollment goals

SEM should bring discipline, integration, and intentionality to achieving institution’s enrollment goals.

Setting the Context for Dialog (Don Hossler & David Kalsbeek)

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Enrollment Management Can Look Very Different

One stop or two stops?

Commuter or residential campus?

Local, regional, or national institution? (student market and draw rates)

Two-year and four-year

Professional schools


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Perspective is Everything


Institutional Perspective?

Campus

System

Professional schools

International

- Recruiting international students

- EM in other countries

Public Policy Perspective?

Federal

State

Promising Practices in Strategic Enrollment Management

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Example: Augsburg College

Gage Center for Student Success

Seamless student support based on assessment of individual needs

Advising, academic skills, and other support services such as TRIO and disability services

http://www.augsburg.edu/gagecenter/

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Example: DePaul University

Enrollment Management and Marketing

Alignment of enrollment, retention, marketing, career services, and employer relations

Broad view of enrollment management

Creation of strategic groups:- Admission & Financial Aid- University Marketing- Career & Money Management- Center for Access & Attainment- Student Records, Systems, & Services- Institutional Research & Market Analytics- Division Planning & Management

http://www.depaul.edu/emm/

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Example: University of New Mexico

Enrollment Management Division

Comprehensive approach to recruitment, retention, and graduation of students

Collaboration of - Admissions and Recruitment- Publications and Marketing for students- Communication Center- Financial Aid and Scholarships- Registrar’s Office- Veteran’s Resource Center

http://em.unm.edu/

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Example: St. Louis University

Enrollment and Retention Management

Strategy closely tied to university mission

Five-Year Guiding Philosophy and Strategic Planning Framework:- University mission

- University strategic objectives

- University strategic direction for student enrollment

- ERM values

- ERM strategic goalshttp://www.slu.edu/Documents/enrollment_management/Org-Charts/SEM-Plan-Framework.pdf

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Learn More

USC Center for Enrollment Research, Policy, and Practice (CERPP)

• Nationally-recognized faculty

• Online and flexible

• Intensive 30-week (anticipated) program

• Electronic portfolio to share and showcase your work

• Build a national network of colleagues

• Opportunity to meet colleagues in person at a half-day session, as well as complimenary registration to our CERPP annual conference (held in January in Los Angeles)

www.usc.edu/programs/cerpp/Certificate/

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And More

American Council on Education: Fellows Program• Since 1965, focused on Hi Ed leaders of all kinds

• Participate in key meetings and events, and take on special projects while under the mentorship of a team of experienced campus or system leaders

• Participate in 3 multi-day seminars, engage in team-based case studies, visit other campuses, and attend national meetings

• Develop a network of higher education leaders across the US and abroad

• Various program plans

www.acenet.edu/leadership/programs/Pages/ACE-Fellows-Program.aspx

Focus Issue: Student Return on Investment

Considering Return on Investment

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“We have not even begun to develop the college ratings system yet, and we are only in the beginning stages of soliciting input from a wide range of stakeholders about the metrics that should or should not be used in the ratings system…

No later than December of 2014, we’ll use the feedback we receive to finalize the college ratings system.” September 20, 2013, Secretary of Education, Arnie Duncan

ED Ratings System

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4 OPEN FORUMS

• #2: Wednesday, November 13; 9 AM-5PM; George Mason University

• #3: Friday, November 15, 10 AM-2 PM; University of Northern Iowa

• #4: Thursday, November 21, 11 AM-5 PM; Louisiana State University

2015: Implement

2018: Results tied to Federal aid

Considering Return on Investment

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What measures should students consider when making a decision to “invest” in a postsecondary ?

Possible Measures

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With a partner, review the handout of SROI measures and then…

1. Add to and/or edit this list

2. Prioritize these measures – you each have 10 points. Place 1 or more points next to those measures you believe are most important for communicating SROI (you may place all your 10 points on 1 measure or 1 point on 10 measures or something in between)

3. Rank order your measures from highest to lowest in terms of points

4. Share with whole group your “Top 5”

Priority Measures

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Form a group of 3-5 people. Discuss the following:

• The “Top 5” measures

• Feasibility of reporting the “Top 5” measures

• Cautions and concerns associated with the “Top 5” and reporting these measures to prospective students

Share 1 key point with the whole group

SROI

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Are you interested in continuing this conversation?

Hobsons is interested…

Assembling group of interested institutions/organizations/people in developing an SROI index (set of weighted measures).

Contact me for more information

Your Next Steps and Closing

Your Next Steps

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Now what???

Based on your experience today…

• What will you change?

• What will you do more / less of?

• With whom will you connect?

Thank You!

Todd BloomChief Academic OfficerHobsons [email protected](952) 807-5345

@Todd_bloom