Eureka!<br /> Ten Breakthrough Ideas for Enrollment Optimization<br />A good idea is where you find it<br />(David Holmes)...
The future ain't what it used to be<br />(Tom Petty)<br />Essex Institute<br />
Idea # 1  <br />The house always wins<br />(Danny Ocean)<br />Idea # 1 Corollary– You can’t beat the house, but you can st...
Economic uncertainty
Changing consumer behaviors
Educational options
Family satisfaction with your school and its market position</li></ul>Essex Institute<br />
Actual and Projected Percentage Changes in Public High School Graduates(Source: National Center for Education Statistics (...
California Enrollment Projections White Non-Latino (Source:  California Dept. of Education) <br />
Universe<br />Inquirers<br />Visits<br />Applicants<br />Accepts<br />Enrolled<br />The power of word of mouth<br />   Wor...
“Stronger” Reputation<br />(1:4 Win:Loss Ratio)<br />X<br />(1:1 Win: Loss Ratio)<br />“Weaker” Reputation<br />(4:1 Win:L...
Idea # 2  <br />Get it right the first time <br />(Phil Crosby)<br />Idea # 2 Corollary– It’s not a mistake until it goes ...
Idea # 3  <br />If you’re not thinking segmentation, you’re not thinking<br />(Tom Peters)<br />Essex Institute<br />
100%<br />90%<br />80%<br />70%<br />Investment <br />Required to Increase <br />Family Interest<br />45%<br /><br /><br...
Idea # 5<br />Align financial aid with enrollment priorities <br />Idea #5 Corollary-The need-based financial aid model wo...
Case Study:  Changes in family contribution2007-2008 to 2008-2009 (random study)<br />$3,000<br />$<br />$2,000<br />$<br ...
        Cases<br />Essex Institute<br />
Idea # 6  <br />Think net revenue<br />(David Breneman)<br />Idea #6 Corollary-Capping financial aid could result in lower...
Idea # 7  <br />The middle class is an untapped market<br />Independent School Enrollment - Economic Bi-Modality<br />Esse...
Why the “middle class” is underrepresented in independent schools <br /><ul><li>Age of oldest parent = 40
Number of children = 1
Adjusted Gross Income = $130,000
Federal taxes = $15,000
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B1 - Top Ten Breakthrough Ideas for Enrollment Optimization

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David Erdmann has been a college admission dean for more than 30 years and an independent school enrollment consultant for more than 20. Over those years David has "discovered" 10 breakthrough ideas that, when applied in combination, will help achieve enrollment success at your school. In this session he will share these breakthrough ideas and invite your comments and discussion participation.

David Erdmann, Dean of Admission and Enrollment, Rollins College, FL

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B1 - Top Ten Breakthrough Ideas for Enrollment Optimization

  1. 1. Eureka!<br /> Ten Breakthrough Ideas for Enrollment Optimization<br />A good idea is where you find it<br />(David Holmes)<br />TABS 2010 Annual Conference<br />David Erdmann <br />Dean of Admission & Enrollment, Rollins College<br />Director, Essex Institute for Independent School Enrollment Management<br />
  2. 2. The future ain't what it used to be<br />(Tom Petty)<br />Essex Institute<br />
  3. 3. Idea # 1 <br />The house always wins<br />(Danny Ocean)<br />Idea # 1 Corollary– You can’t beat the house, but you can stay even if you play your cards right<br />The HouseYour Cards<br /><ul><li>Demographic shifts
  4. 4. Economic uncertainty
  5. 5. Changing consumer behaviors
  6. 6. Educational options
  7. 7. Family satisfaction with your school and its market position</li></ul>Essex Institute<br />
  8. 8. Actual and Projected Percentage Changes in Public High School Graduates(Source: National Center for Education Statistics (NCES)<br />
  9. 9. California Enrollment Projections White Non-Latino (Source: California Dept. of Education) <br />
  10. 10. Universe<br />Inquirers<br />Visits<br />Applicants<br />Accepts<br />Enrolled<br />The power of word of mouth<br /> Word of mouth<br />Word of mouth<br />Word of mouth<br /> Top tier schools<br /> Other tier schools<br />Essex Institute<br />
  11. 11. “Stronger” Reputation<br />(1:4 Win:Loss Ratio)<br />X<br />(1:1 Win: Loss Ratio)<br />“Weaker” Reputation<br />(4:1 Win:Loss Ratio)<br />The power of market position<br />Essex Institute<br />
  12. 12. Idea # 2 <br />Get it right the first time <br />(Phil Crosby)<br />Idea # 2 Corollary– It’s not a mistake until it goes out the door<br />Essex Institute<br />
  13. 13. Idea # 3 <br />If you’re not thinking segmentation, you’re not thinking<br />(Tom Peters)<br />Essex Institute<br />
  14. 14. 100%<br />90%<br />80%<br />70%<br />Investment <br />Required to Increase <br />Family Interest<br />45%<br /><br /><br />Curiosity<br />Curiosity<br />Awareness<br />Interest<br />Desire<br />Commitment<br />Commitment<br />0<br />Family Interest Level<br />Idea # 4 <br />Change focus as family moves up the interest curve<br />Universe<br />StealthInquirer<br />Inquirer<br />Visit<br />Apply<br />Graduate<br />Give Back<br />Enroll<br />Focus on school and student<br />Focus on student<br />Focus on school<br />Essex Institute<br />
  15. 15. Idea # 5<br />Align financial aid with enrollment priorities <br />Idea #5 Corollary-The need-based financial aid model won’t work anymore<br />Essex Institute<br />
  16. 16. Case Study: Changes in family contribution2007-2008 to 2008-2009 (random study)<br />$3,000<br />$<br />$2,000<br />$<br />Price Increase<br />$<br />$1,000<br />-$1,000<br />-$2,000<br />-$3,000<br />Cases<br />Essex Institute<br />
  17. 17. Cases<br />Essex Institute<br />
  18. 18. Idea # 6 <br />Think net revenue<br />(David Breneman)<br />Idea #6 Corollary-Capping financial aid could result in lower enrollments <br />and a loss in net tuition revenue<br />Additional net revenue<br />Essex Institute<br />
  19. 19. Idea # 7 <br />The middle class is an untapped market<br />Independent School Enrollment - Economic Bi-Modality<br />Essex Institute<br />
  20. 20. Why the “middle class” is underrepresented in independent schools <br /><ul><li>Age of oldest parent = 40
  21. 21. Number of children = 1
  22. 22. Adjusted Gross Income = $130,000
  23. 23. Federal taxes = $15,000
  24. 24. Net income = $115,000
  25. 25. Total savings = $100,000
  26. 26. Family contribution = $35,800</li></ul>Essex Institute<br />
  27. 27. Idea # 8<br />Leadership counts - <br />more than we think - <br />about it <br />(Essex Institute)<br />Essex Institute<br />
  28. 28. Key traits of most effective leaders<br /><ul><li>Competency
  29. 29. Forward looking
  30. 30. Inspiring
  31. 31. Integrity</li></ul>Key practices of most effective leaders<br /><ul><li>Model the way
  32. 32. Enable others to act
  33. 33. Challenge the process
  34. 34. Encourage the heart
  35. 35. Inspire a shared vision</li></ul>(James M. Kouzes & Barry Z. Posher)<br />Essex Institute<br />
  36. 36. Ten Critical Leadership Flaws<br />(Jack Zenger)<br />Lack energy and enthusiasum<br />Accept their own mediocre performance<br />Lack clear vision and direction<br />Have poor judgement<br />Don’t collaborate<br />Don’t walk the talk<br />Resist new ideas<br />Don’t learn from mistakes<br />Lack interpersonal skills<br />Fail to develop others<br />Essex Institute<br />
  37. 37. Idea # 9 <br />The “baby on board” is now your colleague in the workplace and seeks your guidance and support<br />(Neil Howe)<br />What Millennials Want<br /> Mentoring and coaching <br /> Almost daily feedback<br />Project co-ownership (working in teams)<br />A solid work/life balance<br />A road map to success and job security<br />Seek work that is personally fulfilling<br />Essex Institute<br />
  38. 38. Idea # 10 <br />Personnel problems don’t go away until the people do<br />(John W. Hanes, Jr. while on the Yellowstone River, Montana)<br />Essex Institute<br />
  39. 39. Ten Breakthrough Ideas <br />The house always wins<br />Get it right the first time<br />If you’re not thinking segmentation, you’re not thinking<br />Change focus as family moves up the interest curve<br />Align financial aid with enrollment priorities <br />Think net revenue<br />The middle class is an untapped market<br />Leadership counts…more than we think…about it<br />The “baby on board” is now your colleague in the workplace and seeks your guidance and support<br />Personnel problems don’t go away until the people do<br />Essex Institute<br />
  40. 40. Most things we worry about never happen<br />(Tom Petty)<br />David Erdmann <br />Derdmann@rollins.edu<br />Essexinstitute.com<br />Erdmannconsulting.com<br />Essex Institute<br />
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