Enrollment Management 101 - A Primer for HS Counselors

WACAC 2014

EM: Some Definitions

• “Enrollment Management is a process that brings together often disparate functions having to do with recruiting, funding, tracking, retaining, and replacing students as they move toward, within and away from the University.”

- Boston College’s Bridge Magazine- Jack Maguire, 1976

EM: Some Definitions

• EM is a complex set of concepts and processes that enables fulfillment of institutional mission and students’ educational goals by:– Establishing clear goals for the number and types of students– Promoting academic success by improving student access, transition,

persistence, and graduation– Determining, achieving, and maintaining optimum enrollment– Generating added net revenue – Enabling effective financial planning– Creating a data-rich environment to inform decisions and evaluate

strategies» Bob Bontrager, College & University Journal, Winter 2004

Evolution of SEM: 1980’s

• Emerged in response to declining demographics

• Research & theories about why students leave or stay (retention)

• Greater sensitivity to marketing higher education

Evolution of SEM: 1990’s

• Emphasis on integrating financial aid, pricing and net revenue planning

• Explosion of information technology

• Increased competition, rankings, and a more “consumer-oriented” marketplace

Evolution of SEM: Today

• Increased accountability – public scrutiny and legal challenges

• Constrained resources

• Economic Uncertainty

Enrollment Management Planning

Institutional Priorities

Enrollment Objectives

Recruitment Strategies

Selection Strategies

Financial Aid Strategies

Institutional Priorities

• Strategic Plans– Who Universities think they are– What they want to become– Long range vision, often driven by Trustees,

Presidents, Legislatures– Often characterized by market research, extensive

data collection, budget realities, leadership changes

Enrollment Objectives

• Help “interpret” the lofty goals and objectives of the strategic plan

• Provide an institution with measurable outcomes

• Usually look 3 – 5 years ahead – aspirational in nature

• Include benchmarks, environmental scanning, data and should be grounded in the institution’s mission

Enrollment Management Planning

Institutional Priorities

Enrollment Objectives

Recruitment Strategies

Selection Strategies

Financial Aid Strategies

University of La Verne• Private, Foothills of Southern California• 2,800 UG’s• 45 majors• 18 sports• Regional &

International• 9,000 + applications• 590 Freshman

Past Presidents of the University of La Verne

University of La VerneNew Leadership

Devorah Lieberman, Ph.D.President

Luis FauraChairman of the Board

University of La VerneCore Values since 1891

Ethical Reasoning

Lifelong Learning

Diversity & Inclusivity

Community & Civic Engagement

University of La Verne

Category 2008 2013 ChangeCategory 2008 2013 Change

UG’s 1,450 2,722 +87%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Total headcount 7,530 8,375 +11%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Total headcount 7,530 8,375 +11%

Full time Faculty 194 228 +17%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Total headcount 7,530 8,375 +11%

Full time Faculty 194 228 +17%

Budget $117 million $176 million +83%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Total headcount 7,530 8,375 +11%

Full time Faculty 194 228 +17%

Budget $117 million $176 million +83%

Diversity underrepresented students

41% 47% +6%

Category 2008 2013 Change

UG’s 1,450 2,722 +87%

Average SAT 990 1055 +65 points

Average GPA 3.35 3.52 +.17 points

Financial Aid $17,163,069 $35,743,647 +108%

Total headcount 7,530 8,375 +11%

Full time Faculty 194 228 +17%

Budget $117 million $176 million +83%

Diversity underrepresented students

41% 47% +6%

Parking Spots 950 1,725 +82%

University of San Diego

• Private, Catholic University in San Diego

• 5600 UG’s• 42 majors• All 50 states & 66

countries• 15,000+ applications• 1238 freshman class

Strategic Goals Meets Enrollment Planning

• The University will attract, retain, and support highly qualified, diverse students– We set goals for the academic profile of our entering students

(gpa/SAT scores/rankings)– We set goals for the ethnic diversity of our class

• The University will strengthen its global connections….– We set goals for the # of international students

• The University will promote its Catholic character….– We set goals for the percentage of Catholic students

Recruitment Strategies

• Who do we search?• Where do we go?• Campus visitors and guests

– Fly-in’s

Selection Strategies

• Academic• Diversity• Need blind• Geographic• Legacy

Financial Strategies

• Packaging for attendance• Offering too little or over award

Summary and Questions