Context, customers, and strategic enrollment management today


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Explore best practices and the trends, like student return on investment (SROI) impacting the next wave of strategic enrollment management.

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  • The admissions office does not exist in a vacuum relative to the rest of the institution and the world around.The admissions office, IS closest to the critical needs of the institution and likely the most sensitive contextual sensing device to the world around
  • “Enrollment management is a set of strategies, practices, and perspectives that can help an institution more effectively achieve its mission and goals.”
  • Holistic view of student life cycle and learning experience: from recruitment, retention, graduation to alum giving back to college
  • These principles hold true for all types of institutions Strategies might vary from campus to campus, but these foundations remain the same
  • Setting makes a difference to what campus strategy looks like
  • Holistic view of student: creating physical space to bring everything together goes along with programmatic approach
  • Strategic groups aid in aligning strategy
  • Dramatic changes in both K12 and HE – due to many macro factors, but mostly economic, the consumer of education is changing So too must providers
  • Context, customers, and strategic enrollment management today

    1. 1. Context, Customers, and Strategic Enrollment Management Today Todd Bloom, Ph.D Chief Academic Officer Hobsons November 10, 2013
    2. 2. 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 2
    3. 3. 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 3
    4. 4. Context and Customers
    5. 5. Trends Massive changes in higher education today… What are you seeing, hearing, experiencing? 5
    6. 6. HE Trends 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.] 6
    7. 7. Stretch 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 7
    8. 8. Analysis: Institutions and Students 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 8
    9. 9. Trend Relevance… To You 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] 9
    10. 10. Final Analysis: #1 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? 10
    11. 11. A Local Perspective: El Paso, Texas
    12. 12. Guests Craig Westman Associate Vice Provost for Enrollment Management University of Texas, El Paso Troy Byrne Assistant Superintendent for Secondary Education Soccoro ISD 12
    13. 13. Background Craig Westman Your background. UTEP students and the institution. Troy Byrne Your background. Socorro ISD students and the district. 13
    14. 14. Initial Reflections Based on the previous activity, do you have any general 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? 1
    15. 15. Q and A 1
    16. 16. Problem Solving Tim: What is the biggest barrier you see to getting your students into and through postsecondary? 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) 1
    17. 17. Strategic Enrollment Management Overview
    18. 18. The Work of Strategic Enrollment Management To manage the intersection of Revenue Prestige Access Diversity And, increasingly, college completion The EM Concept (Don Hossler) 18
    19. 19. 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 outcomes The EM Concept (Don Hossler) 19
    20. 20. 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) 20
    21. 21. What Influences Enrollments? Fixed characteristics: - Mission - Location & Cost Fluid Policy Decisions: - Recruitment - Net price - Retention efforts Mixed characteristics (can be altered but not easily): - Academic programs - Student experience - Perceived quality External Public Policies: - Federal - State The EM Concept (Don Hossler) 21
    22. 22. 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) 22
    23. 23. 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) 23
    24. 24. Perspective is Everything Institutional Perspective? Public Policy Perspective? Campus Federal System State Professional schools International - Recruiting international students - EM in other countries The EM Concept (Don Hossler) 24
    25. 25. Promising Practices in Strategic Enrollment Management
    26. 26. 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 26
    27. 27. 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: 27 - Admission & Financial Aid University Marketing Career & Money Management Center for Access & Attainment Student Records, Systems, & Services Institutional Research & Market Analytics Division Planning & Management
    28. 28. 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 28
    29. 29. 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 goals 29
    30. 30. 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) 30
    31. 31. And More American Council on Education: Fellows Program • • Since 1965, focused on Hi Ed leaders of all kinds • 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 Participate in key meetings and events, and take on special projects while under the mentorship of a team of experienced campus or system leaders 31
    32. 32. Focus Issue: Student Return on Investment
    33. 33. Considering Return on Investment ―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 33
    34. 34. ED Ratings System 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 34
    35. 35. Considering Return on Investment What measures should students consider when making a decision to “invest” in a postsecondary ? 35
    36. 36. Possible Measures 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‖ 36
    37. 37. Priority Measures 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 37
    38. 38. SROI 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 38
    39. 39. Your Next Steps and Closing
    40. 40. Your Next Steps Now what??? Based on your experience today… • What will you change? • What will you do more / less of? • With whom will you connect? 40
    41. 41. Thank You! Todd Bloom Chief Academic Officer Hobsons (952) 807-5345 @Todd_bloom