SlideShare a Scribd company logo
1 of 17
Download to read offline
Making Love To The 
Admissions Office: 
Enrollment Management 101 
for Web Professionals 
Chris @cdorso 
Nicole @nlentine 
#tie10
ADMISSIONS TERMS 101 
“stealth applicant” 
“buying names” 
“fast app” 
“double depositing” 
“yield” 
“retention” 
“student who wants to be a doctor but failed HS biology”
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Applications 27,681 26,776 27,466 30,260 33,683 
Admits 11,387 10,527 11,023 11,961 13,935 
Acceptance Rate 41.1% 39.3% 40.1% 39.5% 41.4% 
Deposits 3,008 2,744 2,909 2,968 3,141 
Yield 26.4% 26.1% 26.4% 24.8% 22.5% 
Enrolls 2,734 2,517 2,674 2,708 2,852
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Making Love To The Admissions Office -- #heweb14 #tie10
Thank you! #tie10 
Chris D’Orso 
@cdorso 
Assistant Director, Enrollment Communications 
Stony Brook University 
Nicole Lentine 
@nlentine 
Senior Assistant Director, Admissions 
Champlain College
Making Love To The Admissions Office -- #heweb14 #tie10

More Related Content

More from Chris D'Orso

RIT Alumni Association Board of Directors breakout - Marketing & Communications
RIT Alumni Association Board of Directors breakout - Marketing & CommunicationsRIT Alumni Association Board of Directors breakout - Marketing & Communications
RIT Alumni Association Board of Directors breakout - Marketing & CommunicationsChris D'Orso
 
"Can You Do It In The Dark?" 2: Electric Boogaloo
"Can You Do It In The Dark?" 2: Electric Boogaloo"Can You Do It In The Dark?" 2: Electric Boogaloo
"Can You Do It In The Dark?" 2: Electric BoogalooChris D'Orso
 
Can You Do It In The Dark? Making Your Social Media Accessible
Can You Do It In The Dark? Making Your Social Media AccessibleCan You Do It In The Dark? Making Your Social Media Accessible
Can You Do It In The Dark? Making Your Social Media AccessibleChris D'Orso
 
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...Chris D'Orso
 
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci..."No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...Chris D'Orso
 
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016Chris D'Orso
 
Live Tweet This: Tech & Social Media in Higher Education
Live Tweet This: Tech & Social Media in Higher EducationLive Tweet This: Tech & Social Media in Higher Education
Live Tweet This: Tech & Social Media in Higher EducationChris D'Orso
 
Summer 2012 presentation loop
Summer 2012 presentation loopSummer 2012 presentation loop
Summer 2012 presentation loopChris D'Orso
 
Summer 2012 presentation click
Summer 2012 presentation clickSummer 2012 presentation click
Summer 2012 presentation clickChris D'Orso
 
Tune In, Turn On: College Admissions in a Web 2.0 World
Tune In, Turn On: College Admissions in a Web 2.0 WorldTune In, Turn On: College Admissions in a Web 2.0 World
Tune In, Turn On: College Admissions in a Web 2.0 WorldChris D'Orso
 

More from Chris D'Orso (10)

RIT Alumni Association Board of Directors breakout - Marketing & Communications
RIT Alumni Association Board of Directors breakout - Marketing & CommunicationsRIT Alumni Association Board of Directors breakout - Marketing & Communications
RIT Alumni Association Board of Directors breakout - Marketing & Communications
 
"Can You Do It In The Dark?" 2: Electric Boogaloo
"Can You Do It In The Dark?" 2: Electric Boogaloo"Can You Do It In The Dark?" 2: Electric Boogaloo
"Can You Do It In The Dark?" 2: Electric Boogaloo
 
Can You Do It In The Dark? Making Your Social Media Accessible
Can You Do It In The Dark? Making Your Social Media AccessibleCan You Do It In The Dark? Making Your Social Media Accessible
Can You Do It In The Dark? Making Your Social Media Accessible
 
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...
No YOU'RE Crying: How Stony Brook Turned a Cinderella Experience into Social ...
 
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci..."No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...
"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Soci...
 
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016
Finding Your Voice: Giving Your Social Media a Personality -- CASE D2 2016
 
Live Tweet This: Tech & Social Media in Higher Education
Live Tweet This: Tech & Social Media in Higher EducationLive Tweet This: Tech & Social Media in Higher Education
Live Tweet This: Tech & Social Media in Higher Education
 
Summer 2012 presentation loop
Summer 2012 presentation loopSummer 2012 presentation loop
Summer 2012 presentation loop
 
Summer 2012 presentation click
Summer 2012 presentation clickSummer 2012 presentation click
Summer 2012 presentation click
 
Tune In, Turn On: College Admissions in a Web 2.0 World
Tune In, Turn On: College Admissions in a Web 2.0 WorldTune In, Turn On: College Admissions in a Web 2.0 World
Tune In, Turn On: College Admissions in a Web 2.0 World
 

Recently uploaded

Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhatriParmar
 
3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptxmary850239
 
2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...Sandy Millin
 
3.14.24 Gender Discrimination and Gender Inequity.pptx
3.14.24 Gender Discrimination and Gender Inequity.pptx3.14.24 Gender Discrimination and Gender Inequity.pptx
3.14.24 Gender Discrimination and Gender Inequity.pptxmary850239
 
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSDLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSTeacherNicaPrintable
 
LEAD5623 The Economics of Community Coll
LEAD5623 The Economics of Community CollLEAD5623 The Economics of Community Coll
LEAD5623 The Economics of Community CollDr. Bruce A. Johnson
 
Plant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxPlant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxHimansu10
 
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...Nguyen Thanh Tu Collection
 
Material Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptMaterial Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptBanaras Hindu University
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...Nguyen Thanh Tu Collection
 
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxBBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxProf. Kanchan Kumari
 
Alamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxAlamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxDhatriParmar
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxDr. Santhosh Kumar. N
 
Auchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsAuchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsDhatriParmar
 
Research Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchResearch Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchRushdi Shams
 
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...gdgsurrey
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudDr. Bruce A. Johnson
 

Recently uploaded (20)

Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian Poetics
 
t-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodologyt-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodology
 
3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx
 
2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...
 
3.14.24 Gender Discrimination and Gender Inequity.pptx
3.14.24 Gender Discrimination and Gender Inequity.pptx3.14.24 Gender Discrimination and Gender Inequity.pptx
3.14.24 Gender Discrimination and Gender Inequity.pptx
 
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSDLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
 
LEAD5623 The Economics of Community Coll
LEAD5623 The Economics of Community CollLEAD5623 The Economics of Community Coll
LEAD5623 The Economics of Community Coll
 
Plant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxPlant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptx
 
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
 
Material Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptMaterial Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.ppt
 
Least Significance Difference:Biostatics and Research Methodology
Least Significance Difference:Biostatics and Research MethodologyLeast Significance Difference:Biostatics and Research Methodology
Least Significance Difference:Biostatics and Research Methodology
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - HK2 (...
 
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxBBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
 
Alamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxAlamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptx
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
 
Auchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsAuchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian Poetics
 
Research Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchResearch Methodology and Tips on Better Research
Research Methodology and Tips on Better Research
 
ANOVA Parametric test: Biostatics and Research Methodology
ANOVA Parametric test: Biostatics and Research MethodologyANOVA Parametric test: Biostatics and Research Methodology
ANOVA Parametric test: Biostatics and Research Methodology
 
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced Stud
 

Making Love To The Admissions Office -- #heweb14 #tie10

  • 1. Making Love To The Admissions Office: Enrollment Management 101 for Web Professionals Chris @cdorso Nicole @nlentine #tie10
  • 2. ADMISSIONS TERMS 101 “stealth applicant” “buying names” “fast app” “double depositing” “yield” “retention” “student who wants to be a doctor but failed HS biology”
  • 9. Applications 27,681 26,776 27,466 30,260 33,683 Admits 11,387 10,527 11,023 11,961 13,935 Acceptance Rate 41.1% 39.3% 40.1% 39.5% 41.4% Deposits 3,008 2,744 2,909 2,968 3,141 Yield 26.4% 26.1% 26.4% 24.8% 22.5% Enrolls 2,734 2,517 2,674 2,708 2,852
  • 16. Thank you! #tie10 Chris D’Orso @cdorso Assistant Director, Enrollment Communications Stony Brook University Nicole Lentine @nlentine Senior Assistant Director, Admissions Champlain College

Editor's Notes

  1. Survey room: Admissions folks Web folks How many of you would say you work closely with the other side? For the web folks: What do you think admissions folks do?
  2. Let’s play! My web friends -- can you define these terms?
  3. CHRIS: In the beginning… there was the admissions funnel. NICOLE: As soon as “admissions” became a thing, and it wasn’t just “well, let’s see who walks in the door,” the funnel was developed out of the old marketing funnel. (Explain how funnel works.)
  4. CHRIS: And there were things we did to feed that funnel. We had college fairs, where we all stood around in the high school gym on a Tuesday night and talked to parents, and we had guidance counselors, and we had college guidebooks. How many of you have seen a college fair setup? But somewhere along the line, the funnel changed; and suddenly, we realized that we had students who were coming into our application cycle who we’d never heard from. How did that happen?
  5. CHRIS: What happened was not that the funnel changed – what happened was that we actually looked at the funnel and started to *think* about what that funnel actually meant, and how we could actually take the funnel apart and reconstruct it in a way that allowed us a little bit more control over what happens in the enrollment cycle. And yes, we started thinking about it as the “enrollment cycle,” not just the admissions cycle. Because the great shift that happened in the past several years with something called “stealth applicants.” Students were entering the funnel wherever they wanted, and on their control. Those pieces that we had control over – or that we thought we had control over – suddenly we didn’t. Students started applying to ten, fifteen schools. Students started double depositing. The economy collapsed, and the looming spectre of college debt became a thing, and “value” became important. And then “affordability” became MORE important. And students started thinking like consumers instead of like students. They stopped signing up for everything as their inboxes started to fill up, and we didn’t have as great of a handle as to who these students were as we may have had years ago.
  6. Any admissions person who’s ever worked with, say, faculty members, will have heard things like “why don’t you just get us more students?,” or “just admit better students.” Because this funnel, this old-timey funnel marketing concept is so engrained in what we do. If we dump more people into the top of the funnel – buy more names, introduce a “fast app” that will allow students to apply more easily, lower admissions standards (HA!) – then it’ll shake out in the end and we’ll get what we want, right? Well, it’s just not that easy, unfortunately. So let’s talk about a few things that you can do to help make your admissions people’s lives easier – because in a lot of ways, they hold the fate of your campus in their hands and their rolling suitcases full of search pieces and inquiry cards.
  7. NICOLE: 1. Silos suck. We know that. Figure out where your silos are, and help break them down. Get everyone involved in the enrollment process. As hard as we try, there are still some things that we, the admissions folks, have very little control over.
  8. CHRIS: 2. KNOW what your yield issues are. Get data. Focus groups are wonderful, but if you have good data on the front end, then the discussion is easy. Because do you know what happens when the admissions folks don’t calculate correctly? We wind up under-enrolling, and missing out on tuition dollars. Or we wind up over-enrolling, which *seems* like a great problem to have, until you’re tripling your entire freshman class and there’s no space in freshman calculus courses and suddenly you’ve got a whole incoming class of students who aren’t on track to graduate on time. And then your enrollment manager winds up like this…
  9. NICOLE: 3. Enrollment management people are ALWAYS looking forward. Looking back, statistically, but always looking forward. I had a discussion with one of our Marine Science faculty about increasing enrollment in one of our particular programs, and we were talking about reaching out to high school seniors who maybe aren’t admissible now, but could benefit from a year or two at community college, so they’re looking at Fall 2017 enrollment… and what we can do to help them know so they’re on track for 2017. Try talking to a faculty member about something five semesters down the road – I had never actually seen someone’s head explode. But it’s important to facilitate that discussion, and to always be thinking about what the next set of students will need, and to anticipate that, electronically. MORE HERE
  10. CHRIS: 4. Don’t be afraid to build for the future. Make sure the pieces are in place to make your life easier as you go forward; make information easy to find and easy to digest. I don’t have to go into a ton of detail about mobile technology, and responsive design, and all that. It’s here now, and it’s only getting bigger, and we know that. So plan for it. Because the more data enrollment folks can get on students, the better we can make sure to bring in a class that will not just enroll, but persist and graduate. We talk about parents and students, but there’s another variable in this – guidance counselors. (Live site?)
  11. NICOLE: 5. Noise
  12. NICOLE 6. COMMUNICATE! Make sure you’re on the same page. Our admissions office has a liaison with our Communications office; they work in our office, but they’re involved in staff meetings on both sides, so we always know what’s going on. If there’s something that affects your school, it’s likely that it’s going to affect your enrollment as well. If you’re seeing it on the web, so are your students. We’re the earpiece and mouthpiece for prospective students We did an Admissions Live show yesterday, and Ron Bronson, who many of you know, spent a year working in admissions for a SUNY school. And he said yesterday that it changed his entire view on the web. He suggested that web people spend one day on the road with an admissions counselor, and really get a sense of what it is we do on the road.
  13. Because when the admissions office meets their numbers, everybody’s happy.