2007 Admissions Advisor Financial Aid WorkshopThursday, June 28, 2007

9:00 a.m. - 3:00 p.m.Classics V Banquet Facility, Amherst

An Overview of “Strategic Enrollment Management”

at SUNY Fredonia

Daniel M. TramutaAssociate Vice President for Enrollment Services

June 28, 2007

Strategic Enrollment Management SilosStrategic Enrollment Management Silos

Different Structures at different institutions At SUNY Fredonia, SEM equates to:

~Admissions

~Educational Development Program

~Financial Aid Office Premise behind is to streamline the delivery of

student services

What SEM is Not

• A quick fix

• An administrative function separate from the academic mission of the institution

• Simply an organizational structure

• Reserved for Bachelor Degree programs only

Components of an effective Strategic Enrollment Management (SEM) Services model

A comprehensive campus strategic plan at all levelsthat enables the fulfillment of institutional missionand students’ educational goals by……

----SEM Goals

• establishing clear goals (targets/caps) for the number and types of students needed to fulfill our mission

• promoting academic success by improving student access, transition, persistence and graduation

• enabling the delivery of effective academic programs

• generating added net revenue for the institution

SEM Goals, cont…

• improving service levels to all stakeholders (e.g., prospective and current students, other departments)

• increasing process and organizational efficiency

• creating linkages with functions and activities across the campus

• educating the entire campus on enrollment issues and viable solutions (campus-wide buy in)

FIERCE COMPETITION

Institutional Scholarship programs, i.e. Honors

Programs, Valedictorian/Salutatorian, etc. provide

generous scholarships and/or special housing to top

students and beyond. Private Schools- can discount by up to 40%, taking

away many highly-qualified students from the public

side. Most schools looking to grow enrollment, increase

diversity, and to shape their entering class.Changing Demographics (declining high school

graduation rates).

Projected change in the number of high Projected change in the number of high school graduates, 2005-06 to 2015-16school graduates, 2005-06 to 2015-16

© Copyright 2005, The Chronicle of Higher Education Reprinted with permission. This material may not be posted, published, or distributed without permission from The Chronicle.

Source: Western Interstate Commission for Higher Education

Estimated median cost to recruit Estimated median cost to recruit a single student: 2002-2005a single student: 2002-2005

$455$516$456

$2,073$1,901$1,965

$0

$500

$1,000

$1,500

$2,000

$2,500

2002 2004 2005

Public 4-Year

Private 4-Year

2004 National Enrollment Management Study and 2005 Cost of Recruiting Report

New (not parent) communication New (not parent) communication vehiclesvehicles

Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

1. Instant messaging:– 64% use IM currently– 71% would send an IM to a

college rep through the school’s site

– 82% would respond to an IM sent from a school

2. Cell phone:– 68% own a cell phone– 59% of those who do would

take a call from you on their cell

– 78% have text messaging– 49% of those who do would let

you send them a text message

E-Recruiting Report Notes:

Just over 40% of institutions collect applicants’ cell phone numbers.

– Are you collecting this information? When?

“How do you use these numbers?”

– 57% for notifications, deadlines, decisions

– 37% telecounseling– 7% instant messaging

GENERATIONAL CHARACTERISTICS

Millennial Generation 1982-2002: Today’s college students, biggest generation ever, academically ambitious, high expectations, seeking recognition, product of consumer culture, most diverse group in U. S. history.

Generation X 1961-1981: Building careers, raising families and planning to send their children to college. Seeking value in a college education

Baby Boomers 1943-1960: Last of Boomers children are through college. Early Boomers retired or looking to retire. Late Boomers at peak of earning power.

Millennials: Seven core traitsMillennials: Seven core traits Special: Older generations have inculcated in Millennials

the sense that they are, collectively, vital to the nation and to their parents’ sense of purpose

Sheltered: They are the focus of the most sweeping youth-protection movement in American history

Confident: With high levels of trust and optimism – and a newly felt connection to parents and the future – Millennial teens equate good news for themselves with good news for the country

From Neil Howe and William Strauss: Millennials Go to College

Millennials: Seven core traitsMillennials: Seven core traits

Team-oriented: From Barney and soccer to school uniforms and group learning, Millennials are developing strong team instincts and tight peer bonds

Conventional: Taking pride in their behavior and quite comfortable with their parents’ values, Millennials provide a modern twist to the traditional belief that social rules and standards can make life easier

From Neil Howe and William Strauss: Millennials Go to College

Millennials: Seven core traitsMillennials: Seven core traits

Pressured: Pushed to study hard, avoid personal risks, and take full advantage of the collective opportunities adults are offering them, Millennials feel a “trophy kid” pressure to excel

Achieving: With accountability and higher standards rising to the top of America’s agenda, Millennials are on track to become the smartest, best educated generation in U.S. history

From Neil Howe and William Strauss: Millennials Go to College

Millennials: Impact on marketing Millennials: Impact on marketing and recruitment strategyand recruitment strategy

“Co-purchasing” trend demands that we increase parental involvement in the college choice process

Emphasize campus security and safety, must market to parents

Develop strategies to capitalize on their conformity (e.g., attracting the popular student at a high school may result in followers)

From Neil Howe and William Strauss: Millennials Go to College

Millennials: Impact on marketing Millennials: Impact on marketing and recruitment strategyand recruitment strategy

Recognize individual achievement

Emphasize team activities

Remember that they take digital technology for granted

Build a “big brand” for your institution (emphasize traditions, heritage, high standards)

From Neil Howe and William Strauss: Millennials Go to College

ATTRACTING MILLENNIALS

Parents and grand parents play a significant role in the college-selection process, so must cater to Baby Boomers and Generation X.

Millennials are also considered the Trophy Generation:– Have been playing sports and doing organized activities

since they were young– Accustomed to constant rewards– Sophisticated consumers– Need to recognize them with scholarships and programs

““Helicopter parents”Helicopter parents”

Co-purchasing

Covenanting

Shared values

From Neil Howe and William Strauss: Millennials Go to College

Generation NextersGeneration Nexters

Pew Research Center Study,October 2006*70% of them see their generation as distinct and unique*They are the “look at me” generation i.e. social networking sites like

Facebook, MySpace*Use of Technology to connect w/people*They are voting democratic

Rising seniors would like to:Rising seniors would like to: Complete a financial aid estimator form (88%) Complete a tuition cost calculator form (83%) Complete an admissions application online (81%) Request a campus visit by completing a form (81%) IM with an admissions counselor or student worker (72%) Complete a form to RSVP for a campus event (72%) Inquire online (70%) Read profiles of faculty (64%) E-mail a faculty member (64%) Read a blog written by a member of the faculty (64%) Read profiles of current students (63%) Read a blog written by a current student (63%)

Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

Pre-application activitiesPre-application activities Visit the school’s Web site—89% Ask my high school guidance counselor about the school—

88% Ask a teacher or coach about the school—87% Look at other sites that give ratings/info about the school—

85% Meet with an admissions rep. when they visit my high school

—80% Virtual tour online—79% Look at college rankings—US News & World Report—79% Look at guidebooks, like Peterson’s—77% Visit the campus without seeing anyone from admissions—

68% Visit campus for an organized tour or admissions event—63%

Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

Goals for the Financial Aid Office

• Maximize federal, state, and institutional aid

• Timely packaging and notification of awards

• Strategic use of campus based and scholarship awards, especially prevalent now within the SUNY Fredonia SEM umbrella

• Service and process simplicity—can have as much to do to do with an effective Enrollment Management strategy as any other variable (utilize web/email)

-Financial Aid Services at SUNY Fredonia have been rated #1 in SUNY Opinion Survey

Higher Education Reconciliation Act of Higher Education Reconciliation Act of 20062006

Creates Two New Grant Programs Academic Competitiveness (ACG) Grant Program National “Science and Mathematics Access to Retain

Talent” Grant (National SMART Grant) Program Funding for these programs is not subject to annual

appropriations process: – 2006-07 -- $790 million– 2007-08 -- $850 million– 2008-09 -- $920 million– 2009-10 -- $960 million– 2010-11 -- $1.01 billionNOTE: Funds not spent in one year are carried over

to subsequent years.

ACG: Rigorous Secondary School Program of StudyACG: Rigorous Secondary School Program of Study Secretary issued guidance on May 2, 2006 that

provided four alternatives and requested additional programs from States by June 1.

Alternatives identified:– Named Advanced or Honors programs (39

states)– 2 AP or IB courses in high school with a

minimum passing score of 3 or 4 respectively– Completion of a set of designated courses:

- 4 years of English- 3 years of Math- 3 years of Science- 3 years of Social Studies- 1 year of a Foreign language

Year 1:– Have completed a rigorous secondary school program of study after January 1, 2006– Not previously enrolled in a “program” of undergraduate education.

Taking classes is OK (even if they will ultimately count toward degree) but not in a program to which the student is admitted.

– Maximum award is $750 (The Financial Aid Office has now initiated the awarding process)

Year 2: – Have completed a rigorous secondary school program of study after

January 1, 2005– For second year students have at least a 3.0 GPA– Maximum award is $1,300DE will notify potential recipients via email/letter in 7/06

Academic Competitiveness Grants (ACG)Academic Competitiveness Grants (ACG)

Bottom line:

SEM is a campus wide effort that involves the entire campus community from Admissions, Financial Aid, Academic Advising, Orientation, Faculty/ Staff, Residence Life, etc.

Questions…

Financial Aid 201Financial Aid 201Michelle Rizzo

Canisius College