Enrollment Summit

July 12, 2012 Maucker Union University Room

Hosted by Enrollment Council

Welcome and overview

Gloria Gibson, Provost

On behalf of the Enrollment Council . . .

Ben Allen

James O'Connor Cliff Chancey

Michael Hager Terry Hogan

Shashi Kaparthi Gloria Gibson

Phil Patton

Joel Haack

KaLeigh White

Christie Kangas Joyce Morrow

Kent Johnson

Michael Licari Dwight Watson Craig Klafter Bruce Rieks

President (Chair) Executive Director, University Relations Head, Department of Physics Vice President, Administration & Financial Services Vice President, Student Affairs (Vice Chair) Director, Institutional Research and CIO

Provost and Executive Vice President University Registrar Dean, College of Humanities, Arts & Sciences Vice President, Northern Iowa Student Government Director, Admissions Director, Student Financial Aid Dean, Continuing Education & Special Programs Associate Provost, Academic Affairs & Dean, Graduate College Dean, College of Education

Associate Provost, International Programs Director. Budget Development

Our goal

To broaden engagement across campus in the process of building enrollment . . .

By devoting time to

1. Examining current demographic, public policy, competitive and fiscal environments;

2. Learning about current student recruitment practice; and

3. Discussing strategies and tactics that would foster progress.

With a limitation

1. Focus on resident, undergraduate enrollment; 2. Includes students direct from high school and transfers.

Agenda 9:00 – 9:20 am Welcome & overview

Gloria Gibson, Provost

9:20 – 10:15 am Environmental scan: Why is enrollment important and challenging?

Ben Allen, President

10:15 – 10:30 am BREAK

10:30 – 11:00 am Current enrollment: What pieces make up the whole?

Shashi Kaparthi, Chief Information Officer

11:00 am – noon Current program: How do we generate our current enrollment?

Terry Hogan, Vice President, Student Affairs

Agenda (continued)

12:00 – 12:15 pm BREAK – Boxed lunches in the hallway

12:15 – 1:15 pm Best practice: Examples from UNI colleges

CHAS – Joel Haack

COE – Mary Herring

CSBS – Brenda Bass and Rowena Tan

CBA – Leslie Wilson

1:15 – 1:30 pm BREAK

1:30 – 2:30 pm Small group discussion

How do we improve?

2:30 – 3:30 pm Open forum

Environmental scan: Why is enrollment

important and challenging?

Ben Allen, President

Four factors in current environment

1. Public policy 2. Demography 3. Competition 4. Costs of higher education

Public policy shifts

1. Implementation of Senior Year Plus

2. Expansion of community college articulation agreements

3. Continuation of Iowa Tuition Grant

4. Reduction of state appropriations

5. Elimination of tuition set-aside

Public policy shifts

1. Implementation of Senior Year Plus –

Legislation that encourages earning of college credit by current high school students.

Impact: Connects high school students to community colleges early.

New freshman with accepted community college credit prior to enrollment

29.40% 29.10%

36.60% 38.90%

46.40% 47.00%

50.60%

57.80% 59.40%

64%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Pe

rce

nta

ge o

f St

ud

en

ts

Fall

Public policy shifts

2. Expansion of community college articulation agreements – Encourages seamless pathways from Iowa community college coursework and degrees to bachelor’s degree attainment at Regents institutions.

Impact: Easier for students to shop for less expensive and/or less rigorous credits.

Iowa community college fall enrollments

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Stu

den

ts E

nro

lled

Year

Source: http://educateiowa.gov/index.php?option=com_content&view=article&id=252&catid=183&Itemid=2182

Transfer enrollment at UNI

Public policy shifts

3. Continuation of Iowa Tuition Grant – Provides financial aid to Iowa students who choose to attend a private college in Iowa

Impact: Along with private colleges’ ability to discount tuition (average is 42%), makes cost of attendance much more competitive with Regents institutions.

Funding for Iowa Tuition Grant

Public policy shifts

4. Reduction of state appropriations – Systematic reduction over time of public support to Regents institutions.

Impact: Increases in tuition create challenges for students to choose us and to remain with us through degree completion.

Source: Board of Regents, State of Iowa Reports

Changes in State

Appropriations and

Tuition Revenue 70.7% 71.2% 71.2% 71.2% 71.1% 71.6%

68.1%

63.6%

59.1% 57.6% 58.7% 57.8% 59.1% 59.5%

53.0% 50.7%

47.7%

29.3% 28.8% 28.8% 28.8% 28.9% 28.4%

31.9%

36.4%

40.9% 42.4% 41.3% 42.2% 40.9% 40.5%

47.0% 49.3%

52.3%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

FY96 FY97 FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12

State Funding Tuition Funding

Public policy shifts

5. Elimination of tuition set-aside – Current effort to limit Regents institutions’ ability to use tuition funds to provide financial aid.

Impact: Disproportionate negative effect on UNI as our students have lower socio-economic status compared to Iowa/ISU; impacts our ability to compete for quality students.

Four factors in current environment

1. Public policy 2. Demography 3. Competition 4. Costs of higher education

Iowa high school graduates

38,613 38,865 38,872

38,394

39,591

40,313

40,986

39,976 39,688

39,361

38,488

37,477 37,326 37,428 37,290

35,000

36,000

37,000

38,000

39,000

40,000

41,000

42,000

Gra

du

atin

g St

ud

ents

Year

Source: http://educateiowa.gov/index.php?option=com_docman&task=cat_view&gid=511&Itemid=1563

Four factors in current environment

1. Public policy 2. Demography 3. Competition 4. Costs of higher education

Destinations for Fall 2011 freshman admits who did not enroll at UNI

Iowa State 16.06% 226 students

University of Iowa 13.23% 183 students

Wartburg 4.48% 63 students

Des Moines Area CC 3.77% 53 students

Kirkwood CC 3.41% 48 students

Central College 2.92% 41 students

Hawkeye CC 2.35% 33 students

Simpson College 1.92% 27 students

Luther College 1.78% 25 students

Drake University 1.75% 25 students

Hawkeye Community College

While a previous advertisement asked “Got Class?” this Hawkeye Community College billboard on University Avenue near Main Street holds the same location with a different message.

Kirkwood Newspaper Insert in Northern Iowan

This postcard sized newspaper insert was placed by Kirkwood in the Northern Iowan earlier this summer.

Clarke University Billboard on University Avenue

This billboard boasting 100% placement of elementary teachers is located on University Avenue by the Jiffy Lube facing westbound traffic. It is one of three from Clarke that have appeared in last two months.

Wartburg College Commercial: Dependability, Stability, and Possibility

This Wartburg TV advertisement was published to their YouTube channel as well on April 30th, 2012 and is currently running on local cable television.

University of Iowa/Iowa State University

Presidents Mason and Leath have made very recent public statements about their desire to increase enrollment of Iowa undergraduates.

Both have made significant investments in paid advertising and admissions staffing.

Admissions staffing Iowa ISU UNI

62 62 21

Source: Staff listings on respective websites

Four factors in current environment

1. Public policy 2. Demography 3. Competition 4. Costs of higher education

UNI tuition/fees cost

$2,860 $2,988 $3,130 $3,440

$4,118

$4,916 $5,387

$5,602 $5,912

$6,190 $6,376 $6,636

$7,008 $7,350

$7,635

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

$9,000

Do

llars

Academic Year Source: Financial Aid

Undergraduates receiving Pell grants

25.9%

23.5% 23.0% 24.0%

26.2% 27.0%

25.9%

23.3% 23.0% 24.7%

23.2%

26.4%

29.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Per

cen

tage

of

Stu

den

ts

Academic Year Source: Financial Aid

UNI’s Pell coverage rate

104.9% 104.6% 105.4% 109.0%

97.1%

82.4%

75.2% 72.3%

68.5% 69.6% 74.2%

80.6% 79.2% 75.5%

72.7%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Pe

rce

nta

ge o

f Tu

itio

n C

ove

red

Academic Year Source: Financial Aid

Average student debt at graduation

$14,772 $15,168 $15,439 $16,013 $16,716

$18,397

$20,239 $21,561

$22,541

$24,176 $24,123

$25,735 $25,523

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Do

llars

of

Deb

t

Academic Year

Source: Financial Aid

Colleges with space available after May 1st

Current enrollment: What pieces make up

the whole?

Shashi Kaparthi, Chief Information Officer

Fall 2011 Students by Academic Career/Residency

80%

4%

3% 10%

2% 1%

Undergrad Resident

Undergrad Non-Resident

Undergrad International

Graduate Resident

Graduate Non-Resident

Graduate International

Fall Enrollment 13,926

13,441

12,824

12,513

12,260

12,609

12,908

13,080 13,201 13,168

11000

11500

12000

12500

13000

13500

14000

14500

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Stu

de

nts

Fall Semester

New Freshman vs New Transfers

2,263

2,104

1,865 1,785

1,700 1,737 1,768

1,991 2,015 1,946 1,978 1,937

1,167 1,235

1,119 1,097 1,080

1,201 1,117 1,077 1,052 1,088

1,138 1,041

0

500

1000

1500

2000

2500

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Enro

lled

Stu

de

nts

Fall Semester

New Freshman Transfers

Breakdown of UGs by Residency

11,536 11,754 11,504 11,061

10,516 10,185

9,907 10,157 10,185 10,469 10,532 10,522

498 529 571 507 516 537 542 555 598 541 526 541 184 191 207 206 188 230 253 298 264 284 333 345

0

2000

4000

6000

8000

10000

12000

14000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Enro

lled

Stu

de

nts

Fall Semester

Resident Non-Resident International

UG Minority vs Non-Minority 11,023

10,498 9,978

9,740 9,463 9,679 9,758

10,152 10,192 10,123

648 668 668 620 628 631 648 767 742 815

0

2000

4000

6000

8000

10000

12000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Stu

de

nts

Fall Semester

Non-Minority Minority

* Excludes International Students

Average ACT of New Freshman

22.8

22.9 22.9

22.8 22.8

23

22.9

23

23.1

23.2

22.6

22.7

22.8

22.9

23

23.1

23.2

23.3

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

AC

T C

om

po

site

Sco

re

Fall Semester

Retention Rate of New Freshman

81.4

80.6

81.4

80.9

82.1 82.3

83.7

82.3 82.5

82

79

79.5

80

80.5

81

81.5

82

82.5

83

83.5

84

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Re

ten

tio

n R

ate

Cohort Year

4-Year Graduation Rate

29.5

33.5 33.9 32.3

33.5

35.2 35.2 35.7

37.7 36.8

0

5

10

15

20

25

30

35

40

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Gra

du

atio

n R

ate

Cohort Year

Top 10 Majors (Fall 2011)

Program Enrollment

Elementary Education 1400

Accounting 589

Early Childhood Education 482

Psychology 459

Management: Business Administration 413

Biology 411

Finance 385

Marketing 364

Criminology 340

Movement and Exercise Science 326

Top 10 Majors of New Students (Fall 2011)

Program Enrollment

Elementary Education 317

Accounting 182

Psychology 141

Early Childhood Education 110

Criminology 103

Management: Business Administration 101

Biology 90

Business Potential 75

Marketing 74

Social Work 74

Top Sources of New Transfer Students (Fall 2011)

School Number of Students

Hawkeye Community College 210

Kirkwood Community College 147

North Iowa Area Community College 79

Des Moines Area Community College 65

Iowa Central Community College 60

University of Iowa 51

Indian Hills Community College 40

Iowa State University 32

Northeast Iowa Community College 29

Iowa Lakes Community College 19

Current program: How do we generate current

enrollment?

Terry Hogan, Vice President, Student Affairs

The recruitment funnel . . . Awareness Prospect Applicant Admit Matriculant

Recruitment advertising

Print/online ads in college guides, directories

NEW: Online ads via Google Search NEW: Online banner ads NEW: Billboards/mall banners Occasional TV

Google search result

Web Banner Ad

Billboard

Prospect development

Purchase of targeted mailing lists NEW: Segment high ability for Honors

Program effort Contact cards collected during visits/fairs Inquiries collected via website, third-party

providers, campus programs/camps, phone call Leads to initiation of prospect

communication program

Web presence/tools

NEW: Redesigned Admissions site Facebook YouTube NEW: Redesigned Financial Aid site Plans of Study Transfer Planet Financial aid calculator

Campus visit programs

Face-to-face meetings with Admissions counselors, advisors, faculty

Campus tours Visits to colleges/academic programs,

residence halls, dining halls Peer interaction via SAA, ESP and ISP Group visits/visit events (Panther Peek

Days)

Counselor recruitment

Admissions counselors assigned to geographic territories

College-based recruiters pursue targeted prospects

Regional reps deployed to Twin Cities and Chicago

Visits made to high schools, community colleges, fairs, other events

Counselor recruitment (cont)

Relationships developed with high school/CC counselors

Prospects assigned to personal counselor Direct contact/follow-up to prospect

inquiries NEW: Webinars used for interaction with

outlying schools

Peer telecounseling

STARS – peers who provide targeted outreach calls after hours

Call Center – peers who respond to telephone inquiries

NEW: Student organizations tapped to make targeted calls

Application processing/response

All undergraduate applications on-line Provide immediate email

acknowledgment of application Assess transferability of credit NEW: Provide admission decision within

72 hours Leads to initiation of yield communication

program

Pipeline/targeted initiatives

Gary Community School District, Gary, IN Palo Alto Community College District, San

Antonio, TX Transfers, multicultural, high ability,

international

Best practices at UNI colleges

College of Humanities, Arts & Sciences

College of Education

Diversity Initiatives

COE Strategic Plan

• GOAL 3:

–Create, maintain, and enhance a culture that is characterized by a proactive commitment to diversity, collegiality, and mutual respect.

COE Website Prospective Student’s Page

• A commitment to diversity. We embrace all people, regardless of race, ethnicity, national origin, gender, sexual orientation, religion, age or ability – and teach our students to do the same. In our ever-changing world, this commitment becomes more and more important as you work with diverse populations.

http://www.uni.edu/coe/prospective-students

COE Recruitment, Retention, and Advising Position

• 40%: Advising students

• 30%: Coordinates Orientations and Transfer sessions

• 20%: Retention work with COE students of color

• 10%: Recruitment Activities

Goals/Metrics

• Increase # of students of color

• Increase Multicultural Teaching Alliance membership

• Participate in ongoing recruitment and advising activities with COE Advising Staff

• Represent and incorporate other COE participants on multicultural initiatives

Things We Would Change

• Job description: 60% Recruitment; 40% Retention

• Campus Training: join Admissions Counselor training sessions

• Data collection: List available data from Admissions Office

• College Fairs

• January 15 Scholarship Cutoff Date

Dr. Heather Hackman

• Diversity, Cultural Competency and Social Justice Education: An Introduction to the Similarities and Critical Difference with Respect to Effective Racial Justice Work

Dr. Heather Hackman

• Diversity IS NOT about power, privilege or access to resources. And, since these are core elements of every form of oppression, a “diversity” approach is doomed to never effectively address racism.

• Social Justice first, addressing Power and Privilege

Dr. Heather Hackman Change

• Faculty hiring, recruitment, and retention-average stay is two years

• Faculty training-proof is in the syllabus

• Candidate selection-more than GPA/ACT

• Weave throughout curriculum-interdisciplinary

• Community-deep relationships inside and outside university

College of Social & Behavioral Sciences

Scholarship Days

COLLEGE OF SOCIAL AND

BEHAVIORAL SCIENCES

Scholarship Days

Purpose of Scholarship Day

Showcase programs in CSBS

Attract high achieving students to CSBS

Allow students to meet and talk with faculty

and committee

In depth look at UNI

Hear experiences from similar students

Format V1 (circa 2000)

CSBS Scholarship day

All day event (8:00 AM to 3:30 PM)

Student Panels and information tables

Campus tours

Lunch

Interviews

Issues with V1—students’ view

“This is the

fifth time

I’ve been

on campus

this year…

I’ll be back

next week

for more

interviews”

Students miss too much school

Parents often take a day off of work

“We had to leave the house at 4AM to

get here”

Tours and Info Tables: “Been there, done

that…can I go to the bookstore?”

Issues with V1: Our View

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Scheduling,

Faculty and student volunteers

More students were requesting an

alternate format (phone interviews) or a

different day

Lunch arrangements

Giving students and parents a more

unique experience (for the 4th time)

New and Improved!

What are

other times the

students come

to campus?

Up-

Close

Day!

Up-Close Day provides

Parking

Information tables

Campus tours

Lunch

Flexibility in schedule

New Format

“It was

nice to

have a

place to

relax

during the

busy day.

It was fun

to meet

some of the

other

students,

too.”

Meet at a showcase room after lunch

Mingle with current scholars, faculty,

and scholarship committee

Have students bring them to interviews

in faculty offices

Benefits of the New Format

We have

other campus

divisions do

what they do

best, and we

devote more

time to

engaging

the student.

Good place to relax with a busy day

Students can use other times to meet with family and friends or go to sessions on campus

Students will be finished before 2PM

Availability of students and faculty

Built-in make up day

Important things to consider

! Working with other divisions on campus

to avoid overlap

Communication is important

Assume that many people won’t read

instructions

Bottom Line

Creates an experience more focused on the individual

Allows the colleges to invest time in what they do best

Develops a partnership between Student Affairs and Academic Affairs

College of Business Administration

Small Group Discussion

1. What might we do to increase enrollment?

2. How might working relationships between colleges, academic departments and Admissions be improved to help increase enrollment?

Open Forum

1. Share results of small group discussion . . .

2. Additional thoughts, ideas, concerns or questions?