institutional enrollment management plan - florida keys community

AY2012-2013

Prepared under the leadership of the FKCC Enrollment

Management Committee

Institutional Enrollment Management Plan

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Florida Keys Community College | Institutional Enrollment Management Plan | Academic Year 2012-2013

Table of Contents Executive Summary ....................................................................................................................................................................................................... 3

Plan Introduction ........................................................................................................................................................................................................... 4

Enrollment Management Committee ........................................................................................................................................................................... 5

Mission, Goals and Membership ............................................................................................................................................................................... 5

Institutional Enrollment Management Goal #1: Recruitment ..................................................................................................................................... 6

Objectives and Actions Plans .................................................................................................................................................................................. 6-7

Responsibility, Timeline and Evaluation ............................................................................................................................................................. 6-7

Institutional Enrollment Management Goal #2: Retention ......................................................................................................................................... 8

Objectives and Actions Plans ................................................................................................................................................................................ 8-10

Responsibility, Timeline and Evaluation ................................................................................................................................................................... 8-10 Institutional Enrollment Management Plan Data ...................................................................................................................................................... 11

Information in Support of the Plan’s Goals ......................................................................................................................................................... 11-14

Information for Enrollment Management Goal #1 ................................................................................................................................................. 11-12 Information for Enrollment Management Goal #2 ................................................................................................................................................. 13-14

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Executive Summary of the Plan In the Spring of 2012, the President tasked the Enrollment Management Committee (EMC) to develop a one-year Institutional enrollment management plan to address the institution’s declining enrollment. The EMC, comprised of representatives from each of FKCC’s major divisions including Student Affairs, Instructional Affairs and Business and Administrative Services, developed a two-pronged approach to increase enrollment in the next academic year through the recruitment of new and the retention of current students. The EMC analyzed institutional information, data reports and enrollment trends to inform its identification of market segments as well as the development of objectives, action plans, assigned responsibility, timelines and evaluation periods in support of each goal, resulting in a comprehensive, institutional enrollment management plan in the contents of this document, the outline of which is as follows:

The EMC will evaluate the plan’s effectiveness through an agile approach to review of the plan’s objectives, action plans and assigned individuals’ performance in support of the institutional enrollment management plan throughout AY2012-2013 to meet its goals.

Recruitment

Increase enrollment through the recruitment of students by

employing enhanced local and global recruitment strategies

Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the plan's identified market

segments.

Objective 2: Recruit a minimum of 80% year-round occupancy of Lagoon

Landing.

Retention

Increase enrollment through the retention of students by

employing enrollment management strategies

Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the plan's identified market segments.

Objective 2: Increase the number of program completers by the end of the AY2012-2013 in each of FKCC’s degree

programs.

Objective 3: Retain a minimum of 80% year-round occupancy of Lagoon

Landing.

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Introduction to the 2012-2013 Enrollment Management Plan Florida Keys Community College’s mission is to be an open access, educational institution dedicated to serving the intellectual, diverse, cultural, and occupational needs of the Florida Keys as well as the global community. The college is committed to student-centric academic programs and services, workforce development, continuing education, diverse partnerships, and sustainable practices that prepare students for personal success and responsible citizenship. FKCC’s vision is to be a leader in quality education, innovative learning and a unifying force within the community. Student recruitment and retention are vital for helping the College achieve its mission and vision. For this reason, the College has developed two goals which demonstrate this focus:

1. Institutional Enrollment Management Goal: Recruitment - Increase enrollment through the recruitment of students using enhanced local and global recruitment strategies

Based on current in-county penetration rates and recent enrollment trends, the FKCC Enrollment Management Committee chose the following target markets on which to focus the institution’s recruitment efforts to reach its overall goal of a 10% increase in enrollment through recruitment for its Academic Year 2012-2013 Enrollment Management Plan:

• Monroe County School District High School Graduates • Veterans and Active Military • Middle and Upper Keys Populations • Key West Campus Residents for Lagoon Landing Residence Hall • FKCC Stopped Out Students • International Students

Please see data to support this goal at the end of this document.

2. Institutional Enrollment Management Goal: Retention - Increase enrollment through the retention of students employing enrollment management strategies Based on current in-county penetration rates and recent enrollment trends, the FKCC Enrollment Management Committee chose the following target markets on which to focus the institution’s recruitment efforts to reach its overall goal of a 10% increase in enrollment through recruitment for its Academic Year 2012-2013 Enrollment Management Plan:

• Monroe County School District High School Graduates • Veterans and Active Military • Middle and Upper Keys Students • Key West Campus Residents for Lagoon Landing Residence Hall • FKCC Stopped Out Students • International Students

Please see data to support this goal at the end of this document. These goals are supported by strategic objectives with specific benchmarks of achievement as well as action plans that correspond to multiple acts; programmatic and services enhancements, relationship building, community outreach, and collaborative developments. This document outlines the strategic objectives and action plans that are to be implemented over the course of the 2012-13 year to assist FKCC in fulfilling its enrollment management goals and ultimately achieving its institutional mission.

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The Mission of the Enrollment Management Committee (EMC)

is to oversee enrollment management efforts and strategic enrollment management planning, to develop and continuously improve the institution’s enrollment management plan and to assist in the facilitation and implementation of initiatives and strategies identified in the enrollment management plan in

order to meet the institution’s enrollment management goals as well as the vision, mission and strategic goals of Florida Keys Community College.

In order to accomplish this, the EMC Chair communicates and drives the institutional enrollment management plan and works collaboratively with college faculty and staff, executive council, the board of trustees, college enrollment management support groups and the community to support the goals, objectives

and actions of the plan.

Members of the EMC lead enrollment management initiatives within their respective areas to create and implement actions and support activities for the plan’s goals and objectives and make recommendations for and ensure college-wide support.

The AY2012-2013 Goals of the Enrollment Management Committee are to 1. Identify the operational and fiscal foundation of the College in order to establish the ideal Enrollment Management indicators of success.

2. Utilize existing data to inform and assist College leadership in the development of their action plans that support Enrollment Management objectives

and develop new methods and tools where identified data is not available.

3. Monitor the progress and continuously improve the effectiveness of the AY2012-2013 Enrollment Management Plan on a quarterly basis.

4. Lead the institution to increase overall enrollment by encouraging and supporting college faculty, staff and students in achieving the AY2012-2013 recruitment and retention goals.

2012-2013 Enrollment Management Committee Members: Gavin McKeirnan, Director of Enrollment Management (Chair); Brittany Snyder, Provost; Jean Mauk, Vice President of Business & Administrative Services; Dr. Erika MacWilliams, Dean of Student Affairs; Amber Ernst-Leonard, Director of College Relations; Dawn Ellis, Professor of Computer Science/Program Director; Julie Bailey, Director of Institutional Effectiveness; Nadia Klausing-Hall, Coordinator of the Quality Enhancement Plan (QEP); Chris Fletcher, Centers Director; and Bryan Gilchrist, Director of Information Technology.

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Institutional Goal #1: Recruitment Increase enrollment through the recruitment of students by employing enhanced local and global recruitment strategies

Objectives Actions Responsibility Timeline Evaluation

Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments: Monroe County School District High School Graduates Veterans and Active Military Middle and Upper Keys Populations Key West Campus Residents for Lagoon Landing Residence Hall FKCC Stopped Out Students International Students

1. Enhance Veteran’s services by coordinating indoctrination visits with the Office of Enrollment Management as well as improve benefit processing through on-site and web-based communication to prospects

Student Affairs Division (Sally Kromer, Aurora Stevens)

Summer 2012 through Summer 2013

All objectives and action plans to be reviewed and adjusted as necessary on a quarterly basis to reach Institutional Enrollment Management Goal 1 on the approximate dates: October 1, 2012 January 1, 2013 April 1, 2013 July 1, 2013

2. Enhance the Finish Up Florida Initiative by working with the Office of Enrollment Management and the Director of Institutional Research to identify FKCC “Stopped Out” or “No Show” students to bring this population back to the College

Student Affairs Division (Cheryl Malsheimer)

Spring 2012 through Fall 2012

3. Work with the Monroe County School District staff and FKCC Instructional, Student Affairs and Business & Administrative Services Divisions and College Relations and Marketing to design, implement and communicate a series of scheduled, monthly recruiting events on each of the local high schools’ campuses and/or at the Key West Campus and at each of the Centers targeted to each of the goal’s specified markets.

Enrollment Management (Gavin McKeirnan, Director of Enrollment Management)

Summer 2012 through Spring 2013

4. Create and implement communication pieces and/or campaigns for each of the goal’s target markets with the Banner Relationship Management Team.

Enrollment Management (Gavin McKeirnan, Director of Enrollment Management. and Cheryl Malsheimer, Registrar)


5. Establish baseline FTE enrollment to establish a goal for recruitment and retention efforts - Use enrollment data and historical cost reports to determine required enrollment levels.

Business & Administrative Services Division (Jean Mauk, VP of Business & Administrative Services)


6. Increase targeted recruitment of the Middle and Upper Keys Centers by expanding :

• Attendance at College Fairs in South Florida • Radio interviews by adding evening spots in the Middle

and Upper Keys • Community Outreach Days concentrating on the

Instructional Division (Chris Fletcher, Centers Director)


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Middle and Upper Keys • Chamber of Commerce outreach by attending

Meetings in Key Largo, Islamorada and Marathon 7. Create and provide promotional materials (hard and

electronic), promotional items, and media support for recruitment activities (flyers, brochures, freebies, radio spots, news releases/articles, website, FB posts) for each of the goal’s target markets.

Public Relations & Marketing (Amber Ernst-Leonard, Director of College Relations)


8. Identify and train international program staff (and possibly faculty) to support success for international students; including timely visa processing, related record keeping and correspondence

Student Affairs Division (Staff TBD)

Summer 2012 through Fall 2012

9. Explore national and international partnership opportunities through collaboration with AACC

Student Affairs Division (Erika MacWilliams, Dean of Student Affairs)


10. Coordinate with independent agencies to conduct a feasibility study to identify international student demand and needs

Instructional Affairs (Brittany Snyder, Provost)

Fall 2012

11. Investigate the development of ESL courses, including related language online resources to support English speaking and writing skills

Instructional Affairs (Michael McPherson, Dean of Arts & Sciences)


Objective 2: Recruit a minimum of 80% year-round occupancy of Lagoon Landing. Full Time, Degree-Seeking Students

1. Participate in at least 2 statewide/national Recruiting Events to promote FKCC and residence in Lagoon Landing to prospects out of district


Fall 2012 and Spring 2013

2. Create and provide promotional materials (hard and electronic), promotional items, and media support for recruitment activities (flyers, brochures, freebies, radio spots, news releases/articles, website, FB posts) specifically for Lagoon Landing.



3. Update FKCC’s website to attract prospective international students; provide an orientation to college programs, services, and residence hall

Student Affairs Division (Staff TBD)

Fall 2012 through Spring 2013

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Institutional Goal #2: Retention Increase enrollment through the retention of students by employing enrollment management strategies

Objectives Actions Responsibility Timeline Evaluation

Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments: Key West Campus Residents in Lagoon Landing Residence Hall First Time in College Students Developmental Students (specifically Island TIME students) FKCC Stopped Out Students Middle and Upper Keys Students International Students

1. Continuously improve communication with current students through communication campaigns in Banner Relationship Management with the Banner Relationship Management Team for each of the goal’s target markets.

Enrollment Management (Gavin McKeirnan, Director of Enrollment Management and Cheryl Malsheimer, Registrar)


All objectives and action plans to be reviewed and adjusted as necessary on a quarterly basis to reach Institutional Enrollment Management Goal 2 on the approximate dates: October 1, 2012 January 1, 2013 April 1, 2013 July 1, 2013

2. Promote retention of students in the Middle and Upper Keys Centers by:

• Expanding radio interviews by adding evening spots in the Middle and Upper Keys

• Holding student life day at a local attraction • Holding transfer workshops with guest colleges

Instructional Division (Chris Fletcher, Centers Director)


3. Promote student events and activities via website and social media to encourage student engagement in activities pertaining to each of the goal’s target markets.



4. Strengthen student club activities and outreach to enhance their engagement with FKCC by:

• Creating a “general student club” for the middle and upper keys students

• Coordinate student clubs with Upper Keys staff • Utilize chat rooms/Skype for club meetings • Encourage student ambassadors and club members

to attend college informational/promotional activities

Student Affairs Division (Michelle Cherry, Laura Estevez)


Objective 2: Increase the number of program completers by the end of the AY2012-2013. Percent increase per instructional program will be as follows:

1. See Marine Environmental Technology Action Plans in Program Annual Unit Plan 2012-2013

Marine Environmental Technology Program (Patrick Rice, Dean of Marine Sciences)


2. See Diving Business and Technology Action Plans in Program Annual Unit Plan 2012-2013

Diving Business & Technology Program (Bill Chalfant, Program


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Marine Environmental Technology Increase the number of Program Completers by 25% Diving Business and Technology Increase the number of Program Completers by 100% Marine Engineering Increase the number of Program Completers by 20% Criminal Justice Maintain the number of program completers Computer Science Increase the number of Program Completers by 50% Business Increase the number of Program Completers by 50% Nursing & Allied Health Maintain the number of program completers Associate in Arts Increase the number of Program Completers by 10%

Director) 3. See Marine Engineering Action Plans in Program

Annual Unit Plan 2012-2013 Marine Engineering Program (Mark Woods, Program Director)


4. See Criminal Justice Action Plans in Program Annual Unit Plan 2012-2013

Criminal Justice Program (Marc Halvorson, Program Director)


5. See Computer Science Action Plans in Program Annual Unit Plan 2012-2013

Computer Science Program (Dawn Ellis, Program Director)


6. See Business Action Plans in Program Annual Unit Plan 2012-2013

Business Program (Frank Wood, Program Director)


7. See Nursing & Allied Health Action Plans in Program Annual Unit Plan 2012-2013

Nursing & Allied Health Program (Mary Turner, Dean of Nursing & Allied Health)


8. See Associate in Arts Action Plans in Program Annual Unit Plan 2012-2013

Associate in Arts Program (Michael McPherson, Interim Dean of Arts & Sciences)


9. Continuously improve communication with applicants and current students to include program-specific information and personal program director contact through communication campaigns in Banner Relationship Management with Student Affairs and the Banner Relationship Management Team.



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Objective 3: Retain a minimum of 80% year-round occupancy of Lagoon Landing. Full Time, Degree-Seeking Students

1. Work with Student Affairs, Faculty, the Director Purchasing and Plant Operations, and the Resident Manager to develop a series of scheduled residence life activities at Lagoon Landing and in the community.



2. Enhance communication with Lagoon Landing residents through web-based communications, banner relationship management, and by encouraging Lagoon Landing Student Governance Committee participation with FKCC’s Residence Hall Committee

Student Affairs Division (Erika MacWilliams and Cheryl Malsheimer)


3. Institute advisor accessibility on-site at Lagoon Landing to address concerns and provide additional student support

Student Affairs Division (Michelle Cherry)

Fall 2012 through Spring 2013

4. Administer a Lagoon Landing satisfaction survey to identify student needs

Student Affairs Division and Institutional Research (Erika MacWilliams and Linda MacMinn)

Fall 2013

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RECRUITMENT GOAL – Increase enrollment through enhanced local and global recruitment strategies.

Objective 1: Increase the budgeted, fee-paying FTE by 10% from the following market segments:

4.7 0.8

27.6

4.7

Fall 2011 FTE: 2011 Graduates of Local High Schools

Coral Shores HS

Island Christian HS

Key West HS

Marathon HS

37.8 FTE; 9.6% of Total

1.1 0.5

50.3

2.8 0.4

Fall 2011 FTE: Students Receiving Veteran's Benefits

Ch 30 / Montgomery GI Bill

Ch 31 / Rehabilitation

Ch 33 / Post 911 GI Bill

Ch 35 / Widow Child

Other


40.2 0.9

13.1

3.3

Fall 2011 FTE: Upper and Middle Keys Centers

Upper Keys Center

Off Campus Upper Keys

Middle Keys Center

Off Campus Middle Keys


22.1

12.9

Fall 2011 FTE: Lagoon Landing Students

Florida Resident

Non-Resident


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Objective 2: Recruit a minimum of 80% year-round occupancy of Lagoon Landing.

0%

20%

40%

60%

80%

100%

Fall 2011 Spring 2012 Summer 2012

69% 53%

20%

Lagoon Landing Occupancy

Occupied Rooms Unoccupied Rooms

0%

20%

40%

60%

80%

100%

In County Out of County Out of State Unknown

64%

42%

27%

57%

Fall 2011 Degree Seeking Applicants: Matriculated Applicant Yield Rate by Region

58 37 160 39

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RETENTION GOAL – Increase enrollment through retention through enrollment management strategies.

Objective 1: Increase the number of budgeted, fee-paying FTE by 10% from the following market segments:

Objective 2: Increase the number of program completers by the end of 2013AY.

Completers 2010AY 2011AY 2012AY* 2013AY Goal

AA 129 105 102 +10%

Addiction Studies 1 2 2 No Change

Business 7 0 3 +50%

Computer Science 5 5 4 +50%

Criminal Justice 38 29 19 No Change

Diving 6 6 6 +100%

EMT 0 0 27 No Change

Marine Engineering 7 6 4 +20%

Marine Environmental 2 11 2 +25%

Nursing 25 33 55 No Change

Total 220 197 224

*as of 5/15/12

77%

63% 60%

0%

20%

40%

60%

80%

100%

Lagoon Landing FTIC College Prep

Fall 2011 to Spring 2012 Retention Rate by Type of Student

35.0

90.1

68.3

25.5

58.6

42.3

0.0

20.0

40.0

60.0

80.0

100.0

Lagoon Landing FTIC College Prep

Fall 2011 and Spring 2012 FTE by Type of Student Retained

Fall FTE Spring FTE

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Objective 3: Retain a minimum of 80% year-round occupancy of Lagoon Landing:

0%

20%

40%

60%

80%

100%

Fall 2011 Spring 2012 Summer 2012

69% 53%

20%

Lagoon Landing Occupancy

Occupied Rooms Unoccupied Rooms

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institutional enrollment management plan - florida keys community

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