The document analyzes student enrollment data from Saint Joseph's University to identify trends and make recommendations. Key findings include: - 75% of enrolled students are from PA and NJ, suggesting the university could diversify by targeting other states. - Only 11% of enrolled students are students of color, far lower than competitors. - International enrollment is only 1.02%, also lower than competitors. Most international students are from China. - Students of color and international students who apply are less likely to enroll than those admitted. - Those applying via the university's paper application were more likely to enroll than online applications.

1. The Saint Joseph’s University
Admission Case
An Analysis by
Linh Pham
Preethi Rebecca Mathew
December 2016
New York University

2. 1
Contents
Part I - Introduction - CoNVOModel
Context
Need
Vision
Outcome
Part II - Technical Solutions - UsingJMP
StudentPopulationOverview
EnrollmentPopulationbystate
EnrollmentPopulationbystudentof color(SOC)
SOC vsnon SOCin enrollment
SOC enrollmentbyschool andgender
International Enrollment
International Enrollment Rate
International enrollmentbycountry
International enrollmentbygender,school,SOC
Who are more likelytoenroll afteradmitted
Studentsof Colorvsenrollment
Gendervs.Enrollment
International Enrollment
Financial aidsvs.Enrollment
Merit andNeedBasedaidvs.Enrollment
Amountof AidsOfferedvsEnrollment
Applicationchannelsandenrollment
Commonapplication –Paper
St. Joseph’sUniversity’sPaperApplication
Summary& Recommendation
Appendix

3. 2
Part I - Introduction - CoNVO Model
Context
Saint Joseph’s University is a small sized Mid-Atlantic university, in Philadelphia, that has been facing
increasingly competition both within the USA and internationally. An increasingly number of
competitors have been very active with campaigns on website, search engine, and social media. For
example,Drexel University,abigcompetitor,hasinvestedtobuild a very well-performing SEO website
and dedicated a budget of more than 550,000 dollar every month on paid search1
.
Perceptual Map: Saint Joseph’s vs Top Competitors (see Appendix 1 for more detailed data)
The top competitors have been running for the international market, with high percentages of
international enrollment (from 5.06% - Lasalle University, to 7.03% - Temple University, and
18.2% - Drexel University).
1
Data fromspyful.com

4. 3
In order to increase the enrollment from both the local and the international, the university
needs to understand better about those who have and have not enrolled. The admission
analysis of applicants, therefore, is a concrete background information to promote the school
more effectively online with better targets.
This report is to provide the Saint Joseph’s University’s admission director a thorough view on
the applicants’ profiles, based on which, to present the admission trend as well as the
prediction and recommendation for future admission campaigns.

5. 4
Need
● The marketing content manager needs to decide who are the potential students to
target so as to build more relevant content for the marketing, while the digital
campaign manager needs to know where to target these students when conducting
marketing campaigns.
● The admission director needs to know what students are less or more likely to refuse
the admission (what demography, what school, with or without financial aids) to
consider further actions to increase quality enrollment.
● The admission director needs to know what application sources are more likely to lead
conversions, for further quality assurance recommendation.
Vision
1. The marketing content executive and digital ad executive will get a report that suggests the
potential student profile to target.
● Expected Findings: The international enrollment percentage is only 1.00%, too low
compared to the competitors. International female students in business school
outnumbers the male counterpart, while in general student population, male in
business school outnumbers the female.
● Suggestions: The admission department could consider promoting business courses to
female international students and increase the international enrollment rate.
2. The director admission director will get a report of recommendation on what student groups
may need further attention on the admission process (before being admitted or enrolled).
● Expected Findings: The international students who apply are less likely to be enrolled,
but international students who are admitted are more likely to be enrolled.
● Suggestions: The admission department should consider more admission support to
guide international students.
3. The director admission director will get a report of recommendation on what application
sources are more likely to lead to conversion.
● Expected Findings: Those who applied online are less likely to be enrolled. Those who
applied on paper are more likely to be enrolled.
● Suggestions: The admission department should revise the online application process in
comparison with the paper one to improve the user experience.
Framed questions

6. 5
● What students’ profile(s) (state, ethnicity, gender, college of choice, country) have
significant higher or lower enrollment?
● What students are more likely to drop after being admitted?
● What application sources (online or paper, general or institutional, with or without
legacy) are more likely to lead to enrollment?
Outcome
The result of the report will be used by:
● The content executive to design a more relevant content that is relevant for the
potential target students, which will help diversify the student population.
● The digital ad executive, will use the analysis to create the campaigns that target the
relevant students, with the relevant information.
● The director can utilize the result to create more comprehensive strategies to design the
application process and admission policies to assist more students to enroll.
Overall, it will be discussed among the admission team for better integration.
The success will be measured by:
● The growth rate of enrollment
● The increase of enrollment rate among those admitted
● The increase of international students

7. 6
Part II - Technical Solutions - Using JMP
Student Population Overview
A typical enrolled SJU student is White, and most predominantly from the one of the east coast
states of the United States.
Enrollment Population by state
● Method: Pareto + Graph Builder, Filter: enroll
● Insight: 75% of the enrolled students are from PA and NJ, while 95% the east coast
states of the United States.
● Suggestion: SJU should aim to market and promote its courses to the central and
eastern states of the United States to have more diversification.
N=6283

8. 7
Enrollment Population by studentof color (SOC)
SOC vs non SOC in enrollment
● Method: Pie chart, using SOC population, Filter: enroll
● Finding: Only 11% of the enrolled students are SOC. The percentage is relatively small
compared to the competitors (46% - Drexel University, 47% - Temple University, 45% -
Lasalle University).
SOC enrollment by school and gender
● Method: Graph Builder, Filter: enroll
● Finding: The number of SOC in business school is lower than in arts and science
one, and the female SOC in business school is the minority group among all.
● Suggestion: Promote and reach out to students of color to increase their overall
population in the school, like seen with their competitors. This low percentage,
would make students of color reluctant to apply as they would be a minority.
Also, can consider promoting more to female SOC in business school to increase
the diversity.

9. 8
N=6283
InternationalEnrollment
● Method: Graph builder, Filter: enroll
● Finding: only 1.02% enrollment are international
● Suggestion: Promote to more international countries, to encourage students to enroll in
the university to increase the rate of international students at the university. This
percentage is relatively small, compared with 5.06% - Lasalle University, 7.03% - Temple
University, and 18.2% - Drexel University.

10. 9
International enrollment by country
● Method: Pareto, Filter: enroll
● Finding: The school has a diverse student base of student nationalities (93 countries),
but not many from each. The countries with the highest student numbers are China,
Panama, Malaysia, Singapore, Canada, and Nigeria (China taking the highest percentage
- 15%).
● Suggestion: SJU should reach out to more international markets, firstly focus on China.

11. 10
International enrollment by gender, school, SOC
● Method: Graph Builder, Filter: enroll
● Finding: The number of international female students is more than the number of the
male counterpart in business school. This is in contrast to the general student
population at SJU, where there are more male than female in the business school. Also,
there is no international male SOC in business school.
● Suggestion: Promote to international female students for the Haub School of Business.
N=65

12. 11
Who are more likely to enroll after admitted
Students of Colorvs enrollment
● Method: Contingency table + Chi Square + Fisher Exact Test, Filter: admit.
● Findings: There is a 99% statistical significance that a Student of color (SOC) who is
admitted is less likely to be enrolled
● Suggestion: Are they concerned about policies, campus environment for SOC? The
college should initiate programs and email marketing campaigns to follow up with SOC
who have been admitted into the college. More social listening and survey / focus group
interview can also be done to understand more about their needs.
SOC=1

13. 12
Gender vs. Enrollment
● Method: Contingency table + Chi Square + Fisher Exact Test, Filter: admit.
● Findings: There is a 99% statistical significance that Males who are admitted are more
likely to be enrolled.
● Suggestion: Are they concerned about policies, campus environment for female
students? Same suggestion as in the case of the SOC.

14. 13
International Enrollment
● Method:Contingency table+Chi Square+ Fisher Exact Test,for applying international
studentsvsenrollment.Filter: admit foradmitted internationalstudentsvsenrollment.
● Findings: There is a 99% statistical significance that international students who
apply are less likely to be enrolled. However, there is a 95% statistical
significance that international students who are admitted are more likely to
enroll. This is explained by the fact that international students are less likely to
be admitted.
● Suggestion: What difficulties preventing them from being admitted (language,
score)? Revision of previous international applications / interviews to see what
are likely to be the barriers, so as to offer the relevant support (eg. offering
bridge modules to those who have not met the English qualification or academic
qualification)
A - Applying International Students vs Enrollment

15. 14
International =1
B - Admittedinternational studentsvsenrollment

16. 15
International=1
Financial aids vs. Enrollment & Merit and Need Based aid vs. Enrollment
Being offered financial aids vs Being enrolled
● Method: Contingency table + Chi Square + Fisher Exact Test, Filter: admit

17. 16
● Findings: There is a 99% significance that students admitted with merit-based financial
aids are less likely to enroll.
Note: no significance for need-based one
Merit based=1

18. 17
Need based=1
Amount of Aids Offered vs Enrollment
● Method: Logistic Regression, Y = Enroll (1 or 0), X = Amount of Institutional Aids
● Findings: There is a 99% statistical significance that the more financials aid being
offered, the less likely the students are enrolled
● Suggestion: Were those students satisfied with the admission process? What
school/alternative did they switch? Why did they switch? Doing process QA and surveys
to see what needs to improve during the financial sponsorship process

19. 18
Application channels and enrollment
There are four application channels: Common Application - Paper, Common Application -
Online, Saint Joseph's Paper Application and Saint Joseph's Online Application
● Method: Contingency table + Chi Square + Fisher Exact Test.
● Finding: There is a 99% statistical significance that those with online common
application are less likely to be enrolled. There is a 99% statistical significance that those
who apply through the Saint Joseph's Paper Application are more likely to be enrolled.
No significance seen in the case of Common Application - Paper and Saint Joseph's
Online Application
CommonApplication – Online
Common application=1

20. 19
St. Joseph’s University’s Paper Application
St. Joseph's application=1

21. 20
● Suggestion
What could be the critical touchpoint(s) after the application processes that could make
students applying via the school’s paper method more likely to be enrolled? Likewise, what
could make those applying via common application online channel less likely to do so? Is that
because of the staff in charge, the human interaction, or the next steps involved?
Process QA and systemrevision could be helpful to help answer these questions.
Summary & Recommendation
PIC Action Further research
Mrk
Content &
Advert
Manager
● Further target for better
diversification
- West coast and central
states
● Check states with biggest
numbers of high school
students likely to enter
college, & with SOC

22. 21
- International: China, female
for business school
- Student of color: female
SOC in business school
● Make current international
students and SOC become
the school ambassadors
● Check countries with biggest
number of outbound to USA
● Analyze the current online
touchpoints with these
targets
Admission
Director
● Review the app process for
international applicants
● Review financial aid profile
● QA the application process
(online common app, paper
SJU app)
● Survey: international
applicants, those offered
financial aids
● Competitive intelligence:
comparing with competitors -
process, amount of aids
offered

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Appendix
Statistics Comparisonwith Top Competitors,2014
School Rank (US News
University
Ranking)2
Students
enrollmen
t (2014)3
Annual
tuition4
SOC
rate5
Internatio
nal
student
rate6
Saint Joseph’s
University
#11 (tie) in
Regional
Universities North
8,629 $42,000 11% 1.02%
Temple
University
#118 in National
Universities (tie)
37,788 $25,994 46% 7.30%
Drexel #96 in National
Universities (tie)
26,359 $47,051 47% 18.20%
Lasalle
University
#35 (tie) in
Regional
Universities North
3,947 $41,100 45% 5.06%
2
From US News University Ranking, one of the top 3 popular university ranking sites
3
From universities’ websites and factsheets
4
From universities’ websites and factsheets
5
From universities’ websites and factsheets
6
From universities’ websites and factsheets

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