adele c. brumfield university of california san diego, ca ......# n a c a c 1 8 how to gain...
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# N A C A C 1 8
HOW TO GAIN INTELLIGENCE
AND FORMULATE A PLAN FOR
ENROLLMENT
Adele C. Brumfield
University of California San Diego, CA
Yvonne Romero da Silva, ED.D.
Rice University, TX
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HOW DO YOU GET READY TO CREATE AN ENROLLMENT
PLAN?
• Take Stock/Inventory of your Unit (your portfolio)
• Gather Intelligence
– Seek to Understand Campus Culture
• Build Relationships
– Who are the players and where does the power lie?
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TAKE STOCK
• Organizational Structure and Reporting Units
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TAKE STOCK
• Personnel
• Budget
• Mission alignment – do you believe what you’re doing is aligned with the
organization’s mission
• Duplication of efforts – are your units working in silos or is there collaboration
across departments that best utilize resources already in place?
• Technology, systems, and business processes
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TAKE STOCK
• Consider getting outside help
• Institutional mission statement, vision statement, and current strategic planning documents
• Current enrollment goals, long-term and/or short-term
• Admission and yield statistics for the past three years
• Organizational chart and position descriptions for enrollment management, admissions, financial aid,
registrar’s offices
• A brief description of the student information system and any ancillary systems used to transact and
record student information, reporting, CRM or other systems
• Workflow charts, training manuals, and entry instructions
• Copies of correspondence and promotional pieces, and/or links to website, used to communicate
with prospective students
• From Financial Aid, a copy of the most recent policy and procedure manual
• From the Registrar’s Office, copies of student forms, UC San Diego’s catalog, student handbook,
and letters provided to students by the registrar staff.
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GATHER INTELLIGENCE
• Campus Strategic Plan – foundation for future plans and must seek alignment
Our campus strategic plan started in 2012 (revised in 2014)
with the arrival of Chancellor Khosla
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GATHER INTELLIGENCE
UC San Diego’s Five Unified Goals
• Goal 1: Delivering an educational and overall experience that develops students who are
capable of solving problems, leading, and innovating in a diverse and interconnected world.
• Goal 2: Cultivating a diverse and inclusive university community that encourages respectful
open dialogue, and challenges itself to take bold actions that will ensure learning is accessible
and affordable for all.
• Goal 3: Nurturing and supporting a collaborative and interdisciplinary research culture that
advances the frontiers of knowledge, shapes new fields, and disseminates discoveries that
transform lives.
• Goal 4: Supporting and promoting just and sustainable forms of economic development,
shared prosperity, and social and cultural enrichment regionally and globally.
• Goal 5: Creating an agile, sustainable, and supportive infrastructure by ensuring a dedication
to service, people, and financial stewardship.
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Goal 2: Cultivating a diverse and inclusive university community that
encourages respectful open dialogue, and challenges itself to take bold
actions that will ensure learning is accessible and affordable for all.
• Retention rate of underrepresented minorities (URM) faculty,
staff, and students
• URM graduation rates at all degree levels
• URM admissions yield and matriculation
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GATHER INTELLIGENCE
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GATHER INTELLIGENCE
• Data that supports the institutions’ mission
*should spark questions as you gather intelligence
• Academic Deans
• Teaching Faculty and Academic Administration
• Faculty Governance
• Committee on Admissions
• Students
• Alumni
• Equity, Diversity, & Inclusion: understanding the institutions’ mission specific to EDI
• Campus Outreach and Pipeline Programs
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GATHER INTELLIGENCE
• Housing
• Student Life
• Advising
• Career services
• Study abroad
• Research
• Athletics
• Alumni
• Fundraising and Development
• External: local community / regents / legislators / board of directors / policies
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BUILD RELATIONSHIPS:
• Senior Leaders
• Campus Peers
• Faculty
• Students
• Other campus administrators
• Alumni
• School district leaders
• Community colleges
• Community leaders
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NOW YOU’RE READY…
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HOW TO GET STARTED
Create Capacity
• Carve out time and protect it
• Identify the resources needed
Create a Plan Create Buy-In
• Include staff in the process
• Create appropriate oversight
• Listen to your team
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CREATING BUY-IN AND OWNERSHIP
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Strategy Project
Vision & Goals
Goal Planning
November - March April - May June - Aug Yr 1 Yr 2 Yr 3 Yr 4
All StaffStrategy Team Strategy Team +
Steering
Committee
Strategy Team +
Steering Committee
+ Additional Staff
Implementation
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ENSURING CONTINUED MOMENTUM AND SUCCESS
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Identify Gaps
Identify Critical Wins
Create structure and support for success
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DISCUSSION & REFLECTION
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CONTACT INFORMATION
• Adele C. Brumfield, Associate Vice Chancellor for Enrollment Management,
University of California San Diego
– Email: [email protected]
• Yvonne Romero da Silva, ED.D., Vice President for Enrollment, Rice University
– Email: [email protected]
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SOURCES
• Levitz, R.N. (2016). Strategic Enrollment Planning: A Dynamic Collaboration (2nd
ed.). Cedar Rapids, IA: Ruffalo Noel Levitz, LLC.
• Sigler, W, Ed.D. (2017). SEM Core Concepts: Building Blocks for Institutional and
Student Success. Washington, DC: American Association of Collegiate
Registrars and Admissions Officers.
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THANK YOU
Adele C. Brumfield
University of California San Diego, CA
Yvonne Romero da Silva, ED.D.
Rice University, TX