Post on 19-Jan-2017
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Graduate Strategic Enrollment Management
Presented by Dr. Jim Black
President & CEO, SEM Works
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Agenda Strategic Enrollment Intelligence Integrated Enrollment Planning The Graduate Student Lifecycle Graduate Student Marketing and Recruitment Practices Graduate Student Persistence, Progression, and Completion
Practices Graduate School Capacity
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Strategic Enrollment IntelligenceGraduate Strategic Enrollment Management
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Goal Setting Construct
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ManageEnrollments
Target Opportunities
Risk/Reward Assessment
MarketResearch
Enrollment Goals
• Quantity• Quality• Diversity• Credential Mix• Retention• Completion
• Market Demand Analysis• Enrollment Opportunity Analysis• Competitor Student Funding Analysis • Environmental Scan• Admit/Decline Study
• Market Size• Market Saturation• Competitive Positioning• Risks of Market Entry
• High Demand/Available Capacity Programs• Niche Offerings• Low Cost/High ROI • Support Research Agenda
• Prospects • Inquiries• Applicants • Admits/Declined• New Enrolled Students• Returning Students
Strategic Enrollment Intelligence
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Resource Management
ROIOutcomes/Affinity
StudentExperience
Current Student Flow
• Persistence Rates• Progression Rates• Academic Performance• Success/At-Risk Profiles• Course Supply & Demand • Graduation Rates
• Expectations vs Reality• Student Satisfaction• Student Engagement• Service Impact• Attrition Causation
• Learner Objectives Met• Relevant Employment• Further Education• Institutional Loyalty
• Program Cost/Value• Marketing Metrics• Recruitment Metrics• Retention Program Evaluation
• Space Utilization• Faculty Workload• Service Capacity• Technology Optimization• Budget Allocations
Strategic Enrollment Intelligence
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Integrated Enrollment PlanningGraduate Strategic Enrollment Management
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Integrated Plan Elements
Executive
Summary
Introduction
Background
Enrollment Context
Planning Construct
and Principles
Enrollment Goals
Environmental Scan
Demographic Trends
Economic TrendsPolitical
Trends
Social Environment/Technology
Trends
Market and Competitio
n in PSE
Competitive Advantage
SWOTInternal Strengths
& Weaknesse
sExternal
Opportunities and Threats
Persona
GroupsProvisional
Admits
Master’s Students
Doctoral Students
Online Learners
Graduate Certificate Students
International Students
Strategic Opportuniti
esKey
Performance Indicators
Metrics
StrategiesInternal
Engagement &
CommunicationStrategic
Intelligence
Strategic Enrollment
Growth Programs
Integrated Recruitment & Marketing
Student Experience
and Success
Student Awards
Antecedents for
SuccessConclusion
s
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Integrated Planning Cycle
STANDARD TIMEFRAME Ongoing1-3 Years3 months3 months 3 months
Current Reality
Strategic Issues
Plan Development
Implementation Evaluation
Identify and answer key research questions
Use data as actionable intelligence
Target significant strategic issues
Audit complete and
priorities established
Strategic issues
identified on the basis of
data
PLANNING MILESTONES
PROCESS STEPS
PLANNING PROCESS ACTIVITIES
Conduct a self-assessment/external audit of existing practices and strategic issues
Report on findings and related recommendations
Decide which recommendations require action and become an institutional priority
Identify goals and objectives related to each strategic issue
Design strategies to achieve stated goals and objectives
Define the action steps required to complete each strategy
Build a business case for additional resources (if required)
Grab the “low hanging fruit” and look for quick “wins”
Ensure needed antecedents of success are in place (e.g., training, technology, space, funding, incentives)
Execute at the highest level of quality possible
Engage in “proof of concept” pilots for large-scale initiatives
Measure the effectiveness of each major initiative
Continuously improve implementation efforts based on effectiveness measure findings
Assess the degree to which goals and objectives were met
Plan written along with
action steps
Implementation following an agreed upon
timeline
Evaluation and continuous
improvement
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
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Information Sharing
Communication Collaboration Fusion
Integration
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The Graduate Student LifecycleGraduate Strategic Enrollment Management
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AlumGraduateThesis/Dissertation
2+ Years1st YearEnrolledAdmitAppInquiry
Inquiry Generation
& CultivationAdmit
Conversion
Application Completion
Student SuccessBehaviors,
Academic & SocialIntegration
Mentoring Relationships,
Career Guidance,Completion
Strategies
InitialEnrollment Transition
Student Engagement,
Student Resilience
Transition,Loyalty
Loyalty,Employment,
Advanced Education
FormerStudents
CurrentStudents
FutureStudents
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AlumGraduateThesis/Dissertation
2+ Years1st YearEnrolledAdmitAppInquiry
Outreach, Advertising,GRE Search,
Website, Events, Fulfillment
Program Marketing,
Process/$ Comm,Social Media,
Events
Application Completion
Success Comm,Early Intervention,
Supervision/Advising
Mentoring Interactions,
Completion Comm
Orientation,Registration
Success Comm,Early Intervention,
Supervision/Advising
Transition,Loyalty
Loyalty Comm,Referral
Campaign,Social Media
FormerStudents
CurrentStudents
FutureStudents
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Targeted outreach, communications,events,yield activities,and wayfinding.
By program of study
By credential type
By student type
By learning modality
Target Segments
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Audience MessagingRelevant Brand
Attributes
Related Proof Points
Audience-basedMessages
Calls to Action
Process-Oriented
Marketing-Oriented
Relationship-Oriented
Success-Oriented
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Multichannel Communications
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Enough Frequency to Influence Choice
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YOUR COMPETITIVE ADVANTAGE IS NOT IN THE CRM SYSTEM. IT IS HOW YOU
LEVERAGE IT THAT MATTERS.
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Execution is Everything!
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Prospective Student Communications Plan An automated acknowledgement of interest An invitation to visit and/or attend an information session A message from the dean Assistantship, GA, TA opportunities Call from current student/graduate assistant Missing info Notification of acceptance (Enrollment Handbook) Call from graduate program faculty Program-based selling points Graduate faculty profiles Residence (if applicable)
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Current Student Success Communications
ReactiveTransactional
Proactive
TransactionalLo
yalty
Build
ing Support Service
Engagement
RelationshipManagement
StudentCommunications
Delivering on the institution’s promise
Deadlines, support services, service tutorials, degree completion
Proactive connections with faculty, graduate supervisors, engagement opportunities
Missed deadlines, early intervention, policy implications
Awareness of services offered, service hours, service benefits
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Graduate Student Marketing and Recruitment Practices Graduate Strategic Enrollment Management
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Assistantships and Waivers
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Strategic Program Development
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Recruitment Elements
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Lead Generation Fairs
Purchase GRE and GMAT lists
Recruit your current undergraduates
International agents
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Website Best Practices Marketing-oriented external focus Visual impact Responsive design Value proposition Selling points Audience segmentation and relevance Audience engagement Calls to action
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Audience ChannelsProcess-oriented informationInfuse a marketing orientation into all channels
Audience-relevant selling points Success stories and “exceptional outcomes” Testimonials Factoids Relevant opportunities Visual images (photography and video)
Drive audience traffic to relevant pages
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Introducing the New Class
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Viral Media
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Student Blogs—An Authentic Source
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Advocates Model
Social MediaManager
Current StudentsAlumni
IndustryExperts
Staff
Faculty
GraduateSupervisors
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Recommended Practices Focus first and foremost on graduate program web
pages Program description Program requirements Program selling points Availability of funding Career options Research and scholarship/assistantship opportunities Faculty profiles Student and alumni testimonials Bring the program to life through multimedia and social
media
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Engineer the Campus Visit Experience
Consider everything a student experiences when visiting--then engineer every detail of the
student’s experience.
Welcome to Our School
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Design first impressionsCreate a “signature
moment”Personalize the visitEngender emotionHave visitors live your
institution through hands-on experiences
Surprise your visitorsGraduate student tour
guides
Delivery a WOWExperience!
The Campus Visit Experience
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Recommended Practices Invest in program-based advertising
New programs Programs with untapped demand, capacity, and the desire to
grow Undersubscribed programs where a lack of promotion is at issue
Adopt a hybrid model of graduate recruiting Centrally coordinated and supported Program content experts and relational connections Program-based recruitment plans
Engage in by-country international recruitment strategies
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Pan-Institutional By-Country Construct
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International Student Segments as Defined by WES
Source: World Education Services, 2015
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China India Middle East Latin America Sub-Saharan Africa
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
44
13
33
15 11
29
20
30
23 34
16
25
19
168
11
42
19
46 47
WES Segmentation by Country/Region
StriversStrugglersHighfliersExplorers
Source: World Education Services, 2015
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University Decision Factors for Chinese Students
Source: World Education Services, 2015
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University Decision Factors for Indian Students
Source: World Education Services, 2015
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University Decision Factors for Middle Eastern Students
Source: World Education Services, 2015
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University Decision Factors for Latin American Students
Source: World Education Services, 2015
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University Decision Factors for Sub-Saharan African Students
Source: World Education Services, 2015
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International Strategy
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Graduate Student Persistence, Progression, and Completion PracticesGraduate Strategic Enrollment Management
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Recommended Methodologies
Connections Graduate Faculty
Supervisors
Researchers
Peers
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Recommended Methodologies Seamless and integrated services Institutional support and engagement opportunities Early alerts and interventions Gathering places Thesis and dissertation support Create innovative learning opportunities through inquiry-based
learning, blended learning and the use of technology Extend skill sets of graduate students in their development as
professionals Provide academic language skills and cultural integration programs
for international graduate students
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Graduate School CapacityGraduate Strategic Enrollment Management
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Recommended Capacity Director of Graduate Enrollment Management Communications manager Marketing and communications support (e.g., content
developer, graphic designer, multimedia specialists, social media coordinator, advertising agent)
Dedicated web designer Domestic recruiters as school/divisional liaisons International recruitment managers, in-country
representatives, and quality agents Enrollment analyst
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Sample StructureGraduate
EnrollmentChampion
Direct Report toAssociate
Provost EM & Indirect Report to
College Deans
Provides Market Research
Initial Application Processing & Decision
NotificationContent Experts
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Q&AThank you for attending.