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Graduate Enrollment Management
This document provides an overview of strategic enrollment management for graduate programs. It discusses developing strategic enrollment intelligence through data analysis and goal setting. It also covers integrated enrollment planning, marketing and recruitment practices through the graduate student lifecycle. Specific topics include developing the campus visit experience, international recruitment strategies, and ensuring adequate graduate school capacity. The overall presentation aims to provide best practices for graduate enrollment management.
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Graduate Enrollment Management
- 1. www.semworks.net Graduate Strategic Enrollment Management Presentedby Dr. Jim Black President & CEO, SEM Works
- 2. www.semworks.net Agenda Strategic EnrollmentIntelligence Integrated Enrollment Planning The Graduate Student Lifecycle Graduate Student Marketing and Recruitment Practices Graduate Student Persistence, Progression, and Completion Practices Graduate School Capacity
- 3. www.semworks.net Strategic Enrollment Intelligence GraduateStrategic Enrollment Management
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- 5. www.semworks.net Manage Enrollments Target Opportunities Risk/Reward Assessment Market Research Enrollment Goals • Quantity • Quality •Diversity • Credential Mix • Retention • Completion • Market Demand Analysis • Enrollment Opportunity Analysis • Competitor Student Funding Analysis • Environmental Scan • Admit/Decline Study • Market Size • Market Saturation • Competitive Positioning • Risks of Market Entry • High Demand/Available Capacity Programs • Niche Offerings • Low Cost/High ROI • Support Research Agenda • Prospects • Inquiries • Applicants • Admits/Declined • New Enrolled Students • Returning Students Strategic Enrollment Intelligence
- 6. www.semworks.net Resource Management ROIOutcomes/ Affinity Student Experience Current Student Flow • PersistenceRates • Progression Rates • Academic Performance • Success/At-Risk Profiles • Course Supply & Demand • Graduation Rates • Expectations vs Reality • Student Satisfaction • Student Engagement • Service Impact • Attrition Causation • Learner Objectives Met • Relevant Employment • Further Education • Institutional Loyalty • Program Cost/Value • Marketing Metrics • Recruitment Metrics • Retention Program Evaluation • Space Utilization • Faculty Workload • Service Capacity • Technology Optimization • Budget Allocations Strategic Enrollment Intelligence
- 7. www.semworks.net Integrated Enrollment Planning GraduateStrategic Enrollment Management
- 8. www.semworks.net Integrated Plan Elements Background Enrollment Context Planning Construct and Principles Enrollment Goals Demographic Trends Economic Trends Political Trends Social Environment/Te chnology Trends Market and Competition inPSE Competitive Advantage Internal Strengths & Weaknesses External Opportunities and Threats Provisional Admits Master’s Students Doctoral Students Online Learners Graduate Certificate Students International Students Key Performance Indicators Metrics Internal Engagement & Communication Strategic Intelligence Strategic Enrollment Growth Programs Integrated Recruitment & Marketing Student Experience and Success Student Awards
- 9. www.semworks.net Integrated Planning Cycle STANDARDTIMEFRAME Ongoing1-3 Years3 months3 months 3 months Current Reality Strategic Issues Plan Development Implementation Evaluation Identify and answer key research questions Use data as actionable intelligence Target significant strategic issues Audit complete and priorities established Strategic issues identified on the basis of data PLANNING MILESTONES PROCESS STEPS PLANNING PROCESS ACTIVITIES Conduct a self- assessment/external audit of existing practices and strategic issues Report on findings and related recommendations Decide which recommendations require action and become an institutional priority Identify goals and objectives related to each strategic issue Design strategies to achieve stated goals and objectives Define the action steps required to complete each strategy Build a business case for additional resources (if required) Grab the “low hanging fruit” and look for quick “wins” Ensure needed antecedents of success are in place (e.g., training, technology, space, funding, incentives) Execute at the highest level of quality possible Engage in “proof of concept” pilots for large-scale initiatives Measure the effectiveness of each major initiative Continuously improve implementation efforts based on effectiveness measure findings Assess the degree to which goals and objectives were met Plan written along with action steps Implementation following an agreed upon timeline Evaluation and continuous improvement Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
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- 11. www.semworks.net The Graduate StudentLifecycle Graduate Strategic Enrollment Management
- 12. www.semworks.net AlumGraduateThesis/ Dissertation 2+ Years1st YearEnrolledAdmitAppInquiry Inquiry Generation &Cultivation Admit Conversion Application Completion Student Success Behaviors, Academic & Social Integration Mentoring Relationships, Career Guidance, Completion Strategies Initial Enrollment Transition Student Engagement, Student Resilience Transition, Loyalty Loyalty, Employment, Advanced Education Former Students Current Students Future Students
- 13. www.semworks.net AlumGraduateThesis/ Dissertation 2+ Years1st YearEnrolledAdmitAppInquiry Outreach, Advertising, GRESearch, Website, Events, Fulfillment Program Marketing, Process/$ Comm, Social Media, Events Application Completion Success Comm, Early Intervention, Supervision/ Advising Mentoring Interactions, Completion Comm Orientation, Registration Success Comm, Early Intervention, Supervision/ Advising Transition, Loyalty Loyalty Comm, Referral Campaign, Social Media Former Students Current Students Future Students
- 14. www.semworks.net Targeted outreach, communications, events, yield activities, andwayfinding. By program of study By credential type By student type By learning modality Target Segments
- 15. www.semworks.net Audience Messaging Relevant Brand Attributes RelatedProof Points Audience-based Messages Calls to Action Process- Oriented Marketing- Oriented Relationship- Oriented Success- Oriented
- 16. www.semworks.net Multichannel Communications Personalized Viewbook! ! Texting! ! Nurturing! E-mail! Out-going&! In-comingcalls! Cross-media! Search! Social ! Networks! Personal! Notecards! On-Campus! Visits/Openhouse! SearchEngine Marketing! !PrivateSocial Network! ! Cross-Media! YieldPrograms! Online ! Application! OnlinePersonalizedPortal ! ! Prospect! !
- 17. www.semworks.net Enough Frequency toInfluence Choice
- 18. www.semworks.net YOUR COMPETITIVE ADVANTAGEIS NOT IN THE CRM SYSTEM. IT IS HOW YOU LEVERAGE IT THAT MATTERS.
- 19. www.semworks.net Execution is Everything! CRMLite CRM Basics CRM Stars
- 20. www.semworks.net Prospective Student Communications Plan An automated acknowledgement of interest An invitation to visit and/or attend an information session A message from the dean Assistantship, GA, TA opportunities Call from current student/graduate assistant Missing info Notification of acceptance (Enrollment Handbook) Call from graduate program faculty Program-based selling points Graduate faculty profiles Residence (if applicable)
- 21. www.semworks.net Current Student Success Communications Relationship Management Student Communications Deliveringon the institution’s promise Deadlines, support services, service tutorials, degree completion Proactive connections with faculty, graduate supervisors, engagement opportunities Missed deadlines, early intervention, policy implications Awareness of services offered, service hours, service benefits
- 22. www.semworks.net Graduate Student Marketingand Recruitment Practices Graduate Strategic Enrollment Management
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- 26. www.semworks.net Lead Generation Fairs Purchase GRE and GMAT lists Recruit your current undergraduates International agents
- 27. www.semworks.net Website Best Practices Marketing-oriented external focus Visual impact Responsive design Value proposition Selling points Audience segmentation and relevance Audience engagement Calls to action
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- 32. www.semworks.net Audience Channels Process-oriented information Infusea marketing orientation into all channels Audience-relevant selling points Success stories and “exceptional outcomes” Testimonials Factoids Relevant opportunities Visual images (photography and video) Drive audience traffic to relevant pages
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- 41. www.semworks.net Advocates Model Social Media Manager CurrentStudents Alumni Industry Experts Staff Faculty Graduate Supervisors
- 42. www.semworks.net Recommended Practices Focusfirst and foremost on graduate program web pages Program description Program requirements Program selling points Availability of funding Career options Research and scholarship/assistantship opportunities Faculty profiles Student and alumni testimonials Bring the program to life through multimedia and social media
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- 52. www.semworks.net Engineer the CampusVisit Experience Consider everything a student experiences when visiting-- then engineer every detail of the student’s experience.
- 53. www.semworks.net Design firstimpressions Create a “signature moment” Personalize the visit Engender emotion Have visitors live your institution through hands-on experiences Surprise your visitors Graduate student tour guides Delivery a WOW Experience! The Campus Visit Experience
- 54. www.semworks.net Recommended Practices Investin program-based advertising New programs Programs with untapped demand, capacity, and the desire to grow Undersubscribed programs where a lack of promotion is at issue Adopt a hybrid model of graduate recruiting Centrally coordinated and supported Program content experts and relational connections Program-based recruitment plans Engage in by-country international recruitment strategies
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- 56. www.semworks.net International Student Segments asDefined by WES Source: World Education Services, 2015
- 57. www.semworks.net 44 13 33 15 11 29 20 30 23 34 16 25 19 16 8 11 42 19 46 47 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% China IndiaMiddle East Latin America Sub-Saharan Africa WES Segmentation by Country/Region Strivers Strugglers Highfliers Explorers Source: World Education Services, 2015
- 58. www.semworks.net University Decision Factorsfor Chinese Students Source: World Education Services, 2015
- 59. www.semworks.net University Decision Factorsfor Indian Students Source: World Education Services, 2015
- 60. www.semworks.net University Decision Factorsfor Middle Eastern Students Source: World Education Services, 2015
- 61. www.semworks.net University Decision Factorsfor Latin American Students Source: World Education Services, 2015
- 62. www.semworks.net University Decision Factorsfor Sub- Saharan African Students Source: World Education Services, 2015
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- 64. www.semworks.net Graduate Student Persistence, Progression,and Completion Practices Graduate Strategic Enrollment Management
- 65. www.semworks.net Recommended Methodologies Connections GraduateFaculty Supervisors Researchers Peers
- 66. www.semworks.net Recommended Methodologies Seamlessand integrated services Institutional support and engagement opportunities Early alerts and interventions Gathering places Thesis and dissertation support Create innovative learning opportunities through inquiry-based learning, blended learning and the use of technology Extend skill sets of graduate students in their development as professionals Provide academic language skills and cultural integration programs for international graduate students
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- 68. www.semworks.net Graduate School Capacity GraduateStrategic Enrollment Management
- 69. www.semworks.net Recommended Capacity Directorof Graduate Enrollment Management Communications manager Marketing and communications support (e.g., content developer, graphic designer, multimedia specialists, social media coordinator, advertising agent) Dedicated web designer Domestic recruiters as school/divisional liaisons International recruitment managers, in-country representatives, and quality agents Enrollment analyst
- 70. www.semworks.net Sample Structure Graduate Enrollment Champion Direct Reportto Associate Provost EM & Indirect Report to College Deans Provides Market Research Initial Application Processing & Decision Notification Content Experts
- 71. www.semworks.net Q&A Thank you forattending.