Context, customers, and strategic enrollment management today
Transcript of 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
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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
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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?
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)
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The Work of Strategic Enrollment Management
The EM Concept (Don Hossler)
To manage the intersection of
Revenue
Prestige
Access
Diversity
And, increasingly, college completion
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The Work of Strategic Enrollment Management
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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The Work of Strategic Enrollment Management
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)
The EM Concept (Don Hossler)
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What Influences Enrollments?
Fixed characteristics:
- Mission
- Location & Cost
Fluid Policy Decisions:
- Recruitment
- Net price
- Retention efforts
The EM Concept (Don Hossler)
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
The EM Concept (Don Hossler)
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Perspective is Everything
The EM Concept (Don Hossler)
Institutional Perspective?
Campus
System
Professional schools
International
- Recruiting international students
- EM in other countries
Public Policy Perspective?
Federal
State
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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
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
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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?