Many colleges use Strategic Enrollment management to build incoming freshman classes, but what does that mean? Does Strategic Enrollment Management affect how financial aid or merit scholarships are offered to students? Cyndy McDonald and Liane Crane explain more about Strategic Enrollment Management, and dig into details using the "Buyers and Sellers" college lists created by author and journalist, Jeffrey Selingo, author of Who Gets In and Why.

1. Digging Into
Strategic
Enrollment
Management
Using Buyers &
Sellers List from
Jeffrey Selingo
Cyndy McDonald
Liane Crane

2. Cyndy McDonald
• BS in Behavioral Science and MA in Education
• UCLA instructor in College Counseling Certificate Program
• College Counseling Professional for over 30 years: Helped
start Higher Education Consultants Association (HECA).
• Female Entrepreneur: started 1 consulting company, 1
technology company, 1 coaching company
• Reside and Practice in Central California
• Member/leadership experience in NACAC, WACAC, IECA,
HECA, NCAG, and former commissioner for AICEP
• Offering Business|Professional Coaching

3. Liane Crane
• Careers in teaching, political campaigns and non-profits
• 12+ years in college consulting arena
• Business/Marketing Director for college consulting
company with national franchises
• Reside in Western NY with eyes on somewhere sunnier
• Proud mom of three college students
• HECA member, NCAG board member
• CFSLA – Certified Funding and Student Loan Advisor
• Financial Aid & Money Management certificates
• Very passionate about educating families on college
finances, forms, loans, repayment and refinancing

4. Poll :
College
Admissions
Process

5. What is
Strategic
Enrollment
Management?

6. Ensuring the Future
College’s
Mission
Financial
Goals
Institution
& Student
Success

7. From: Marketwatch

8. Tuition Driven
“As US higher education has had to rely
more on tuition for revenue, enrollment
management practices have become more
critical to institutional sustainability.
Strategic enrollment management
planning grounds enrollment
management in a college’s or university’s
mission and strategic plan, along with
trends in the broader environment.’’
The Society for College and University
Planning

9. Campus Wide
“Since it focuses on the student experience
from recruitment through graduation, the
strategic enrollment management plan needs
to be informed by multiple plans (strategic
plan, academic plan, diversity and inclusion
plan, etc.) on campus while also informing
others (budget, campus plans, student affairs).
Integrated planning connects strategic
enrollment management planning to these
efforts.”
The Society for College and University Planning

10. Regal University Strategic Enrollment
in practice

11. Regal University: $82,000 COA
% of NEED MET
Academ
ic Rank
Scholarship No Need
(no FAFSA/Profile)
No Need
(with FAFSA/Profile)
Some need
(1-35,000)
More need
(36,000-56,000)
Most need
(57,000 up to full need)
1 40,000-45,000 Merit Merit 100% 75% 70%
2 35,000-39,999 100% 75% 70%
3 30,000-34,999 90% 65% 70%
4 25,000-29,999 90% 65% 65%
5 22,000-24,999 70% 55% 50%
6 18,000-21,999 65% 50% 50%

12. Student Applicants
Academic
Rank
Scholarship No Need
(no FAFSA/Profile)
No Need
(with
FAFSA/Profile)
Some need
(1-35,000)
More need
(36,000-
56,000)
Most need
(57,000 up to full
need)
1 40,000-45,000 Merit Merit 100% 75% 70%
Maria 2 35,000-39,999 100% 75% 70%
3 30,000-34,999 90% 65% 70%
Tao 4 25,000-29,999 90% 65% 65%
5 22,000-24,999 70% 55% 50%
Julio 6 18,000-21,999 65% 50% 50%

13. Maria Tao Julio
Academic Rank 2 4 6
Scholarship/Need Category No need (w/forms) Some Need Most Need
Cost 82000 82000 82000
EFC 85000 47000 10000
Need 0 35000 72000
Merit Scholarship 38000
Percent of Need Met N/A 90% 50%
Need Scholarship Offered 0 25000 20000
Student Loans 5500 5500 5500
Federal/State/ Work- Study/
Other Need
N/A 0 18000
Total Merit/Financial Aid 43500 31500 43500
Gap N/A 3500 28500
Total Out of Pocket 47000 50500 38500

14. Buyers-Sellers
List
Created by
Jeffrey Selingo
Who Gets in and
Why

17. Case in Point
Buyers & Sellers

18. Case in Point
Buyers & Sellers
College/ University
Buyer?
Tuition/
Merit
Seller?
Non-Merit
University of Syracuse
Cornell University
Mass. Institute of
Technology
High Point
UC Berkeley
Arizona State Univ.
University of Miami
University of La Verne

19. View List
What does the data show?

20. Case in Point
Buyers & Sellers
College/ University
Buyer?
Tuition/
Merit
Seller?
Non-Merit
Admit
Rate
Ave. Net
Price
University of Syracuse xx 44% $47,177
Cornell University xx 11% $27,522
Mass. Institute of
Technology
xx 7% $19,998
High Point xx 74% $40,719
UC Berkeley xx 16% $19,329
Arizona State Univ. xx 86% $14,653
University of Miami xx 27% $31,726
University of La Verne xx 55% $30,061*

21. Question
• How does this data impact your
work as an advisor?

22. Questions

23. Contact Us
• cyndy@cyndymcdonald.com
• liane@thecollegedollar.com