Enrollment Management

2013 SASFAA Conference Atlanta Georgia

Feburary 10-13, 2013 By:

Dr. James Theeuwes, EdD, MBA

Goals of Presentation

• Discuss various ideas and functions of

enrollment management

• Explore issues involved from admissions to

retention

• Look at statistical modeling, best practices

and outcomes

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Definition

• Enrollment Management is a term used

frequently in higher education to describe well-

planned strategies and tactics to shape the

enrollment of an institution and meet

established goals. Plainly stated, enrollment

management is an organizational concept and

a systematic set of activities designed to

enable educational institutions to exert more

influence over their student enrollments.

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Examples from various Institutions • Welcome to Enrollment Management! The mission of

the Division of Enrollment Management is to strategically plan, implement, and evaluate services and programs which facilitate student enrollment and success.

• The Division of Enrollment Management will – Be acknowledged as a model for innovative enrollment

management programs, services and practices;

– Ensure the University has a successful and diverse student population; and

– Engage the University community in the enrollment planning process.

– Admissions, Financial aid, Registrar, Housing and Enrollment Technologies

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Examples - Continued Enrollment Management is an association of university strategic partners consisting of:

– The Office of Admissions, – Bursar's Office, – Division of Financial Aid, – International Students and Scholars, – Student Access, – Transition and Success Programs, – Office of the Registrar – and Space Management and Academic Scheduling\ This association will develop and continually reevaluate a comprehensive enrollment management strategy that is consistent with university goals, mission, and resources.

• Furthermore, the implementation of this model will maintain

lateral autonomy in which areas internally operate within the framework of the enrollment strategy with an outcome of realizing university goals Discovery, Learning and Engagement

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Examples - Continued • Enrollment Management is the administrative area of the

University that includes the Offices of University Admission, Financial Assistance and Registrar.

• The Mission of Enrollment Management is to assist and coordinate the above mentioned offices in providing state-of-the-art administrative services and information to students and their families. The Office of the Dean is responsible to monitor student enrollment, retention, marketing, merit scholarships and need-based financial aid trends

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Examples - Continue • Welcome to the Office of Enrollment Management XXX University. Our focus

is on students, their needs, and their SUCCESS! Our goal is to recruit students for success, link them to faculty and other mentors and guides, and help them become XXX graduates and lifelong achievers and learners

• Enrollment Management delivers an array of services to students, faculty, and staff including:

– Academic Advising & Retention (which also includes Education Pay$, NOVA, Student Athlete Academic Success Center, and the Transfer Center),

– Admissions,

– Financial Aid,

– Registrar, and

– Transition & University Services (which also includes Academic Skills, Academic Testing, Developmental Education, Educational Talent Search, First Step Program, and Upward Bound).

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Example - Continued • To create clear pathways for students to apply,

enroll, finance their education and succeed at YYY University. Staff in the – Office of Admissions,

– the One-Stop Phone Center,

– the Office of the Registrar,

– and the Office of Student Financial Assistance

• Will employ creative and innovative approaches in order to provide personalized service to both current and prospective students.

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Enrollment Management

• What it is NOT • Just an Admissions function

• What it is • Strategic combination of the resources necessary to

manage a system of student services that

provide the services needed for our students to

be successful in completing their college

careers in a timely manner.

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Admissions Funnel

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Inquiries 50,000

Applications 15,000

Accepts 12,000

Confirmed 4,200

Student 4,000

The Admissions funnel is sometimes thought of as the Enrollment Management Funnel. It concerns

NEW student enrollments and the activities associated with moving a person who is an inquiry to the

status of student. As noted not all students make ‘it’ to student. A college can figure out their

conversion rates which are stable from year to year to in order to predict what their enrollment

outcome will be. This allows for planning. Also, you can use conversion rates to figure out how many

Inquiries are needed to ‘make’ the class.

For example if a college wants an incoming class of 2800 students and they know that their conversion

rates are as follows: Confirmed to Student 5%, Confirmed to accepts 35%; accepts to application 80%

and application to inquiries 30%. Then the number of inquiries needed to produce a class of 2800 would

be : (2800/.95)/.65/.20/.70 = 32388

Admissions Funnel

Enrollment Management Funnel

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Student Cohort

Leakage

Freshmen 2800

Academics

Support Services

Housing

Illness

Sophomore 2100

Finances

Fit

Athletics

Extra- curricular

Family

Junior 1848

Significant Others

Work

Senior 1700

Life

Graduate 1632 Alumni

The Enrollment Management funnel is based on the process of turning first time students into alumni

and managing all the steps in between. Students leave college and that is a fact. On the average 50% of

attrition happens between the freshman and sophomore year, 16% between sophomore and junior, 8%

between junior and senior and 4% before graduation. Six year graduation rates average around 60%,

this has been stable for over 30 years. This indicates that 40% of the incoming population each year

never graduates. This attrition can be considered as: leakage, the reasons why a student does not

persist. Managing the leakage is what enrollment management is about. It takes collaboration from

many areas: academics, athletics, counseling, student life, business office, financial aid and many other

areas. How enrollment management is accomplished is up to each individual college.

Enrollment Management

Funnel

Enrollment Management Function

• Data driven – all aspects, not ‘seat of the pants’

• Involved in strategic planning

• Quality Service from all aspects of operation

• Communication, cooperation and collaboration

– Admissions, registrar, student affairs, student accounts, etc.

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Enrollment Manager • Need President or Chief Executive officer support

• EM must be able to/ have or be

– influence, communicate, persuade, lobby, and bargain with

others

– Formal and informal education

– Broad, well versed in all aspects of higher education

– Other skills: Communication, computers, analytical,

marketing research and personnel management

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Enrollment Management Tools

• Tools

– Data driven inquiry management

– Data driven travel planning

– Making the case for affordability

– ROI of XXX university education

– Targeted messages and proof statements for

high ability students

– Transfer success – data and anecdotes

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EM tools Continued

– Predictive modeling,

– Outcomes-based research on retention,

programs, and activities,

– Evaluation of students' satisfaction to meet the

needs of students, graduates, and society in

general

– No magic bullet

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Outcomes of Enrollment Management

• Provide academic deans, the president, and fiscal officers:

– with information about programs, the quality of students, demographic trends for graduates and potential students, attrition, and image.

– Practices in awarding financial aid that may assist some students present financial problems for the institution and ethical concerns for the enrollment manager.

– Increase Enrollment/retention

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EM Data Resources • http://www.nassgap.org/about.aspx

– The National Association of State Student Grant and Aid Programs

• http://www.collegeresults.org/default.htm – The Education Trust

• http://www.ilr.cornell.edu/cheri/ – Cornell Higher Education Institute

• http://www.sheeo.org/ – State Higher Education Executive Officers

• http://www.ticas.org/index.php – The Institute for College Access & Success

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EM Data Resources • nces.ed.gov/ipeds

– The Integrated Postsecondary Education Data System

• http://www.ucan-network.org/

– University and Accountability Network

• http://www.census.gov/

– U.S. Census Bureau

• www.oecd.org/education/database

– The UNESCO/OECD/EUROSTAT (UOE) database on education statistics

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State Higher Education Executive Officers

• SHEEO's mission objectives are to:

– Assist its members and the states in developing and sustaining excellent systems

of higher education.

– Emphasize the importance of state planning and coordination for higher education by promoting effective strategic planning and statewide coordination and governance.

– Speak as a national organization in public and private forums, promoting the interests of the states in effectively planning and financing higher education.

– Promote cooperative relationships with federal agencies, colleges and universities, and higher education and other associations in the collection and exchange of data and information, development of standard definitions and practices, conduct of studies, and development of higher education in the public interest.

– Formulate and recommend to public and private agencies and governments desirable guidelines for state and federal relationships to institutions of higher education.

– Encourage studies and other action to advance statewide planning and coordination.

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The Education Trust

College Results Online allows you to:

Examine overall graduation rates ands see

how those rates have changed over time

Learn about universities' records graduating

diverse groups of students

Compare the graduation rates of similar

institutions

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Cornell Higher Education Institute • CHERI was established in the fall of 1998 to provide a vehicle for

interdisciplinary research on higher education. Faculty and

administrators affiliated with CHERI come from 5 different Cornell

colleges and other academic institutions around the world.

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Need Help????

• www.scannellkurz.com

– Scannell & Kurz

• www.noellevitz.com

– Noel-Levitz

• www.maguireassoc.com

– Maguire Associates

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• Contact:

– Dr. James Theeuwes

– Jim.theeuwes@faulknerstate.edu

– 251-580-2154

Questions????

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Enrollment Management

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