Strategic Plan for Enrollment Management

Strategic Plan for Enrollment Management

Preliminary PresentationApril 29, 2010

Recruitment Sub-groupRecruitment Sub-group

Overview of the Presentation

• Review charges of the Recruitment Sub-group

• Present the preliminary discussions– Relevant contextual, background information– Illustrative ideas and core directions on which our

sub-group will continue to focus– Next steps

• Task Force questions & discussion

Preliminary Presentation, April 29, 20102

Charges 1 - 4 -- Recruitment Sub-group

1. Establish strategies to increase prospect pools for NIU students

2. Establish strategies to improve identification and recruitment of target populations; including demographic shifts and new target markets

3. Establish strategies to identify potential new programmatic areas--increase into new markets

4. Establish strategies to increase credit-hour enrollments

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Charges 5 - 7 -- Recruitment Sub-group

5. Establish targets/working models within defined sub-groups of student enrollments to meet institutional enrollment goals

6. Identify appropriate utilization of technology to improve Operations and to advance the agenda

7. Establish strategic priorities and outcomes that address all of the above and achieve overall goals.

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Spring 2010 * Focus of Sub-group

• Webinar: “Top Ten Most Successful Recruitment Strategies” (January 27, 2010)

• Identifying new target populations in addition to those included in the sub-group’s charges

• Identifying strategies currently in use to develop inquiry pools, assess demand for program offerings

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Spring 2010 * Focus of Sub-group

• Technology• What is currently in use which could be

leveraged to greater effect, shared across areas, and used in new ways?

• Identify technology solutions--not currently employed-- for the group to consider

• Identify data needs and develop an inventory of data resources for charges

• Groundwork to develop the enrollment figure for the five-year model

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Charge 1 -- Recruitment Sub-group

Establish strategies to increase prospect pools for NIU students

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• First-year Freshmen

• CHANCE Freshmen

• Transfers•Status = freshman•Sophomore•Junior•Senior

• “Place-bound” Learners (at off-campus locations)

Student Prospect Pools

Charge 1: Strategies to Increase Prospect Pools

• Graduate Students•Master’s•Doctorate

• Residential students

• Students at Large

• Degree and non-Degree-seeking

• Full-time

• Part-time

• Online

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• Continued attention to All enrollment pools: The end result must be greater than the sum of the enrollment cohorts.

• Home schooled students

• Adults with no previous college work

• Returning veterans and U.S. Military service personnel

• Asian and Asian-American populations

• Eastern European populations

Additional Input on Prospect Pools

Charge 1: Strategies to Increase Prospect Pools 9

Lead Generation• Outreach• Direct mail

solicitations• Schedule of

courses• Postcard teasers • Point of sale

posters• Search engine

optimization• Pay per click• Advertisements

From “Top Ten Most Successful Recruitment Strategies” Webinar 1.27.2010

Charge 1: Strategies to Increase Prospect Pools 10

Charge 2 -- Recruitment Sub-group

Establish strategies to improve identification and recruitment of target populations; including demographic shifts and new target markets

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Geographic Distribution by Market

Note: a few of the “other” markets are not displayed on the above map

© 2009 Stamats Inc. – 12

Major feeder schools

Low-yield schools

All other area schools

Charge 2: Strategies to Improve identification and recruitment of target populations 12

Charge 2: Strategies to Improve identification and recruitment of target populations 13

• Trend analysis of student sources: – Based upon faculty reputation, major/programmatic,

other factors

• Collaborations with businesses or entities which already reach out to target populations for co-marketing opportunities and inquiry development

• Obstacles to NIU enrollment experienced by key populations

Charge 2: Strategies to Improve identification and recruitment of target populations

Charge 2 -- Recruitment Sub-group

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Charge 3 -- Recruitment Sub-group

Establish strategies to identify potential new programmatic areas (increase into new markets)

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Student Markets

Charge 3: Strategies to identify potential new programmatic areas (increase into new markets) 16

• Identify emerging majors or programs of interest in which the basis currently exists at NIU

• Identify high-growth majors in which NIU should implement during the next five years

• Evaluate transportation needs of target populations that wish to take classes on NIU’s campus (DeKalb) or at NIU’s off-campus locations

Charge 3: Strategies to identify potential new programmatic areas (increase into new markets) 17

Charge 6 -- Recruitment Sub-group

Identify appropriate utilization of technology to improve Operations and to advance the agenda

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Identify Appropriate Technology (to Improve Operation & Advance Agenda)

• Minority Recruit• Recruiting categories within PeopleSoft• Cappex• Hobson’s CRM system• Functionality in PeopleSoft?• Other areas?• Webinars and other professional development

outlets for understanding effective ways for communicating with and serving needs of target populations

Charge 6: Strategies to identify appropriate technology to improve operation & advance agenda 19

Next Steps

Use the work presented here and additional data to inform our sub-group’s fifth and seventh charges:

4. Developing credit-hour enrollment generation strategies from our preliminary discussions

5. Establish targets/working models within defined sub-groups of student enrollments to meet institutional enrollment goals

7. Establish strategic priorities and outcomes that address all of the above and achieve overall goals

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• Assess the confluence among declining populations (high school graduates), increasing trends (two-year & four-year transfers, Hispanic college seeking), economic conditions to inform the enrollment mix

Charge 5: Establish strategic priorities and outcomes

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Overview of the Presentation

• Review charges of the Recruitment Sub-group

• Present the preliminary discussions– Relevant contextual, background information– Illustrative ideas and core directions on which our

sub-group will continue to focus– Next steps

• Task Force questions and discussion

Preliminary Presentation, April 29, 201022

Strategic Plan for Enrollment Management

Strategic Plan for Enrollment Management

Preliminary PresentationApril 29, 2010

Recruitment Sub-groupRecruitment Sub-group

Thank You.Thank You.

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