MERCER UNIVERSITY OFFICE OFENROLLMENT MANAGEMENT
CALEM▪ JULY 24, 2014
PERCEPTION IS REALITY:HOW BRANDING & POSITIONING CAN CHANGE THE DIRECTION OF A COLLEGE
WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
DR. MELISSA M. CRUZAVP FOR ENROLLMENT MANAGEMENT
MARITZA E. FERREIRADIRECTOR OF MARKETING & COMMUNICATIONS
MEGAN R. DELONGDIRECTOR OF ENROLLMENT MANAGEMENT SERVICES
WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
MISSION OF MERCER UNIVERSITY
TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE
MERCER UNIVERSITYGENERAL INFORMATION
• Private research institution• 12 schools & colleges• 7 primary locations
–Atlanta–Macon–Regional Academic Centers
MERCER UNIVERSITYADULT LEARNERS
Tift College of Education
Stetson Schoolof Business
Penfield CollegeFormerly College of Continuing &
Professional Studies
HEARD OF US?ESPY: BEST UPSET
WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
MERCER UNIVERSITYENROLLMENT INFORMATION
• Total enrollment for the university: 8,361
• Total enrollment for the Regional Academic Centers: 3,160
• 38% adult learners
NATIONAL ENROLLMENT TRENDSAll Sectors
Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
2.3%
0.2% 0.2%-0.3%
-1.8%
-2.3%
-1.5%
NATIONAL ENROLLMENT TRENDS
NATIONAL ENROLLMENT TRENDS
NATIONAL ENROLLMENT TRENDS
ADULT LEARNER PREFERENCESNATIONAL TRENDS
• Growth by age group (2010-2021)–18 to 24 years, 10%–25 to 34 years, 20%–35+ years, 25%
ADULT LEARNER PREFERENCESNATIONAL TRENDS
• Multiple Learning Options• 10 weeks or less courses• Business, STEM, Social Sciences,
Health Professions• Importance of Brand and Reputation
ASLANIAN RESEARCH3 STRATEGIES
• Changing the name of the college for better recognition
• Assessing the programs we currently offer
• Developing a plan to better serve & retain current students
WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
WHAT’S IN A NAME?BEFORE
WHAT’S IN A NAME?CUTTING THROUGH THE CONFUSION
• “Continuing” & “Professional”• Name did not accurately describe
college• Name was misleading• Misunderstanding about the college• No internal nor external pride
WHAT’S IN A NAME?HISTORIC PENFIELD
• Mercer was founded in Penfield, GA in 1833
• Penfield College logo showcases the original Penfield spires
• Internal pride
WHAT’S IN A NAMEBRANDING
• Internal brand reinforcement (faculty & staff)
• Current student feedback• Quantitative results (70% increase in
inquiries – July 1 – July 23)
WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
ENROLLMENT TRENDSIN ONLINE EDUCATION
• For-profit online decreasing in enrollment
• Convenience is less compelling, and students are looking for placement rates and reputation of institution.
• 80% of online undergraduates come with many transfer credits and are looking for degree completion programs
• Professional fields (business, information technology, nursing and criminal justice) have the largest enrollments.
ONLINE SELECTION FACTORS
PENFIELD COLLEGEUNDERGRADUATE PROGRAMS
• Human Resources Administration & Development
• Human Services• Informatics• Liberal Studies• Organizational Leadership• Public Safety Leadership• Nursing Preparation
TOP MAJORS WANTED IN ONLINE EDUCATION
WELCOMEABOUT MERCERENROLLMET TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE
MISSION OF MERCER UNIVERSITY
TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE
• Admissions
• Faculty
• Financial Planning
• Registrar
• Operations
• Retention
RETENTION TASK FORCEIF YOU BUILD IT…
•Examine the data
• Ask questions
• Examine the data some more
• Ask MORE questions
RETENTION TASK FORCE DATA DRIVEN DECISION MAKING
DATA IS YOUR NOT-SO-SECRETSECRET WEAPON
•What does the data say about our current situation?
•Where does the data say we need to improve?
•Where does the data say we are strong?
RETENTION TASK FORCE IMPORTANT QUESTIONS
• Identify 2-3 signature issues for your institution
• Develop 3-5 strategies that address each issue
• Proactive Strategies vs. Reactive Strategies
RETENTION TASK FORCE MAKING A PLAN
• Create a project timeline–Quick Wins, Short Term Goals, Long
Term Goals
• Assign working groups to each project
• Develop task lists and due dates for each project
RETENTION TASK FORCE IMPLEMENTING THE PLAN
• Admissions Priority Deadline Enhancements
• Early Alert Program
• First Generation Receptions
• Orientation Videos/How-To Videos
• Student Ambassadors
FORMAL RETENTION PLANSAMPLE INITIATIVES
QUESTIONS?
OFFICE OF ENROLLMENT MANAGEMENT
