issues and perspectives in recruitment and enrollment
DESCRIPTION
Ferrum College. Issues and Perspectives in Recruitment and Enrollment. The Admissions Funnel. High School Students. Inquiries. Applicants. Acceptances. Paid Deposits. Matriculants. Simple Yield Analysis. 3 year average 1997-1999. Inquiries11,019 Applicants1096 Yield10% - PowerPoint PPT PresentationTRANSCRIPT
Issues and Perspectives
in
Recruitment and Enrollment
Ferrum College
The Admissions Funnel
High School Students
Inquiries
Applicants
Acceptances
Paid Deposits
Matriculants
Simple Yield Analysis
Inquiries 11,019
Applicants 1096
Yield 10%
Accepts 873
Yield 80%
Deposits 445
Yield 51%
Matriculants 359
Yield 81%
3 year average 1997-1999
CICV
Fall 1996 – Fall 1999
1996 1997 1998 1999
Applications for AdmissionsVA Residents 11,020 11,303 11.746 12,697 Non-VA Residents 21,258 21,958 23,916 25,221Total 32,278 33,261 35,662 37,918Percent VA Residents 34.1% 33.9% 32.9% 33.4%
Offers of Admissions VA Residents 8,331 8,502 8,739 9,436Non-VA Residents 13,885 13,408 15,279 16,563Total 22,216 21,910 24,018 25,999Percent VA Residents 37.5% 38.8% 36.4% 36.2%
Offers Who MatriculatedVA Residents 3,009 3,177 3,240 3,562Non-VA Residents 4,332 4,621 4,352 4,852Total 7,341 7,798 7,592 8,387Percent VA Residents 40.9% 40.7% 42.6% 42.4%
Freshman Applications and Admission by Residence
Fall 1996 – Fall 1999
1996 1997 1998 1999
Applications for AdmissionsVA Residents 766 741 675 781Non-VA Residents 414 192 245 250Total 1180 933 920 1031Percent VA Residents 64.9% 79.4% 73.4% 75.8%
Offers of AdmissionsVA Residents 621 587 554 644Non-VA Residents 258 153 196 191Total 879 740 750 835Percent VA Residents 70.6% 79.3% 73.9% 77.1%
Offers Who MatriculatedVA Residents 234 192 234 271Non-VA Residents 73 43 74 61Total 307 235 308 332Percent VA Residents 76.2% 81.7% 76.0% 81.6%
Note: 1996 Pre-App Program
Ferrum CollegeFreshmen Applications and Admissions by Residence
1996 1997 1998 1999
Offers as % of Applicants within CategoryVA Residents 75% 75% 74% 74%Non-VA Residents 65% 61% 64% 66%Total 69% 66% 67% 69%
Matriculants as % of Offers within CategoryVA Residents 36% 37% 37% 38%Non-VA Residents 31% 34% 28% 29%Total 33% 36% 32% 32%
CICVFreshman Applications Percent Yield Rate
Ferrum College
1996* 1997 1998 1999
Offers as % of Applicants within CategoryVA Residents 81% 79% 82% 82%Non-VA Residents 62% 79% 80% 76%Total 74% 79% 82% 81%
Matriculated as % of Offers within CategoryVA Residents 38% 33% 42% 42%Non-VA Residents 28% 28% 38% 32%Total 35% 32% 41% 40%
*Note: 1996- Pre-App Program
Freshman Applications Percent Yield Rates
Mechanics of Recruitment
• Direct Mail– 50,000 Names– 5% Return
• Telemarketing– Admissions Counselors– Students– Faculty
• Publications– Based on attributes highlighted in the Strategic Plan:
Blend of Arts & Sciences
Technology
Experiential Learning
Blue Ridge Location
Activities & Athletics (Leadership)
Classroom--Student/Teacher Ratio
Mechanics of Recruitment
Mechanics of Recruitment
• High School Visits/College Nights– 5 Geographic of Recruitment Territories– Recruitment Travel both Fall & Spring– VA Tour– Out of State:PA,WV, MD, NJ, NC, DE, TN,FL– Athletics– Geodemographic Analysis
• Marketing– Roanoke Valley
• Multimedia:Newspaper
Radio
Billboard
Roanoke.com
Feeder School Newspapers
Selected Back to School Guides
Mechanics of Recruitment
Mechanics of Recruitment
• Marketing continued:– Private Colleges & Universities
Magazine– Regional Edition of National Magazines:
Newsweek
Time
Sports Illustrated
U.S. New & World Report
Mechanics of Recruitment
• Open Houses– Fall (2)– Spring (2)
• Campus Tours– Tour– Class– Lunch
Mechanics of Recruitment
• Campus Tours continued:– Faculty– Coaches– Overnight Stays
• VA Private College Week
• CICV Counselor Tour
Mechanics of Recruitment
• Planning• Annual Planning
– Results
– Opportunities
– June
• Strategic Planning– Size of the Class
– Shape of the Class
– On going
Psychology of Recruitment
• Consumer Approach• Predisposition
• Information Seeking
• College Inquiries
• Application
• Acceptance
• Attending
Deciding to Go to College
Psychology of Recruitment
• Sociological– Class Rank/SAT/GPA
– Parental Education
– Student Peer Groups
• Economic– Cost Benefit Analysis
Deciding to Go to College
Psychology of Recruitment
• College Choice– Influencing Attributes
• Students/families perception of what attribute is influential to their choice.
– Preferred Attributes• Students/families preference for an attribute.
– Needs Analysis• Students/families needs in College.
Academic Profile and Personality
• GPA (2.6)
• SAT (899)• Family Education (31% both parents attended college)
• Aspiration and Educational Attainment
Ferrum College Entering Freshmen
Educational Attainment
Get a bachelor’s degree?
Ferrum College Peer Group
64% 75.1%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Intellectual Self Confidence
29%
55%
16%
High Average Low
Social Self Confidence
47%
41%
12%
High Average Low
Source: Parent Survey. 1997-1999 Combined.
Educational Attainment
Academic Profile and Personality
• Socioeconomic
Ferrum College Entering Freshmen
Estimate of Parents Income
Ferrum Peer Group
<$20,000 11% 13%
$20,000-$39,999 29% 24%
$40,000-$59,999 23% 25%
$60,000-$99,999 23% 25%
>=$100,000 14% 14%
Academic Profile and Personality
• Geographic/home
Ferrum College Entering Freshmen
Distance From Home
5 or less6 to 1011-5051-100101-500>500
Ferrum2.9%2.5%15.1%16.2%51.5%11.6%
Peer4.8%4.1%17.5%17.3%37.7%18.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average
ATTRIBUTES• Academic Reputation• Social Reputation• Cost• Financial Aid• Location/Distance from Home• Size• Athletics• Special Programs
Attribute: Academic Reputation
This college has a very good academic reputation.
Ferrum College Peer Group
35.6% 50.1%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Academic Reputation
Graduates gain admittance to top graduate/professional schools.
Ferrum College Peer Groups
16% 26%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Attribute: Social Reputation
This college has a good reputation for its social activities.
Ferrum College Peer Group
24.5% 27.3%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Cost
This College has low tuition.
Ferrum College Peer Group 9.3% 10.5%
Source: 1997, 1998, & 1999 CIRP; 3 year average.
Attribute: Cost
For the colleges your student seriously considered, Ferrum’s tuition, room and board was . . .
41%
54%
5%
Significantly HigherAbout SameSignificantly Lower
Source: Parent Survey 1997-1999 Combined.
Attribute: Financial Aid
50%
31%
19%
Very ImportantSomewhat ImportantNot Important
Was the financial aid package a significant reason in your student’s attending Ferrum?
Source: Parent Survey. 1997-1999 Combined.
Attribute: Location/ Distance From Home
I wanted to live near home.
Ferrum College Peer Group
15.0% 15.2%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Size
I wanted to go to a a school about the size of this college.
Ferrum College Peer Group
47.2% 52.6%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Parental Influence
My parents wanted me to go was a very important decision factor.
Ferrum College Peer Group
42.3% 37.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Athletics
Very good chance that I will play varsity/intercollegiate athletics.
Ferrum College Peer Group
44.1% 27.0%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Special Programs
This college offers special educational programs which were very important in the decision to attend private college.
Ferrum College Peer Group
22.1% 21.8%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Issues In Enrollment
• Defense of small school
• Lack of name recognition
Ferrum College
53%
27%
12%
8%
1st Choice 2nd Choice3rd Choice <3rd Choice
Peer Group
71%
20%
6%
3%
1st Choice 2nd Choice3rd Choice <3rd Choice
Student Selection and Choice
Issues In Enrollment
• Public perception (image)
• Location
• Perception of the value of the degree
• History/traditions
• Pride
• Commitment to college
Commitment to College
Be satisfied with your college?
Ferrum College Peer Group
31.2% 52.8%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Issues In Enrollment• Predisposition to transfer
Predisposition to Transfer
The chances are very good that I will transfer to another college before
graduating.
Ferrum College Peer Group
12.5% 8.7%Source: 1997, 1998 & 1999 CIRP; 3 year average
Issues In Enrollment• Parental influence (or lack thereof)
My parents wanted me to go to college.
Ferrum College Peer Group
42.3% 37.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Parental Influence
Issues In Enrollment• Academic preparation
• Career vs intellectual
Career vs Intellectual
To be able to make more money.
Ferrum College Peer Group
77.5% 63.6%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Career vs Intellectual
To prepare myself for graduate or professional school.
Ferrum College Peer Group
38.4% 49.5%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Issues In Enrollment• Perception of the student- ability, consumer, learner,
colleague.– Faculty
– Staff
– Coaches
– Administration
– BOT
Issues In Enrollment
• Unified Understanding of Ferrum (or lack thereof)
– Mission
– Vision
– “we know what’s best”
– customer service
Admissions Expectations
The admissions process has given me an accurate expectation of what my student will experience at Ferrum College.
68%
31%
1%
Yes Somewhat No
Source: Parent Survey. 1997-1999 Combined.
Admissions and Recruitment Issues
• Improve compensation for Admissions personnel– Review hiring procedures– Goals and evaluation– Retention and promotion
• Improve staff training for Admissions personnel– College issues– Procedures and practices in college admissions
Admissions and Recruitment Issues• Refine Recruitment Cycle
– Geodemographic Study– Contract Inquiry Qualifying– Telemarketing– Direct Mail
• Improve Campus Involvement in Recruitment– Faculty Involvement– Alumni Involvement– Student Involvement
Admissions and Recruitment Issues• Improve recruitment tools
– CD Rom– Video– Web– Publications
• Improve Marketing– Build upon the Martin Research Report– Hire Marketing Consultants– Increase Advertising Dollars
Admissions and Recruitment Issues
• Permanently establish a Committee on recruitment– Attend conferences– Conduct institutional research– Facilitate campus buy-in– Facilitate campus involvement
Retention and Attrition Statistics
• Graduation Rates
• Persistence Rates
Graduation and Persistence Rates
0%
20%
40%
60%
80%
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998
Year Entered Ferrum
Returned for Sophomore Year Graduated within 4 Years Graduated within 6 Years
Retention and Attrition Statistics
• Average GPA of Students While at Ferrum College (2.2)
Retention Issues and Strategic Planning Initiatives
• Residence Life
• Student Activities
• Athletics
• Intramurals
• Experiential learning/career services
Student Affairs
Retention Issues and Strategic Planning Initiatives
• Retention Issues• Advising
• Core curriculum
• Academic progress
• Graduation Requirements
• New Initiatives• First Year Experience
• Conditional Admit Program
Academic Affairs
Retention Issues and Strategic Planning Initiatives
• New Initiatives continued• Withdrawal policy
• Honors Program
• Remedial Program
• Summer Study Groups
• Calendar Study Committee
0
50
100
150
200
250
300
350
Week #
# S
tud
ents
Fall 1999 0 0 17 70 130 187 246 304 331
Fall 2000 0 0 11 35 85 141
2 8 14 20 26 32 38 44 50
Freshman Paid Deposits
Transfer Paid Deposits
0
1020
3040
5060
70
Week #
# St
uden
ts
Fall 1999 0 0 1 1 3 7 15 31 40 64
Fall 2000 0 0 2 3 7 11
2 8 14 18 24 30 36 42 46 52
New Freshman Entering10-Year Trend
0
50
100
150
200
250
300
350
400
450
500
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
0
50
100
150
200
250
300
350
1995 1996 1997 1998 1999
New Freshman Entering5-Year Trend
Issues and Perspectives
in
Recruitment and Enrollment
Ferrum College