Partnering for RetentionPartnering for Retention

East Central UniversityEast Central University

Oklahoma Higher Education Conference on Oklahoma Higher Education Conference on Enrollment ManagementEnrollment Management

Individual & Public BenefitsIndividual & Public Benefitsof Higher Educationof Higher Education

Public economic Public economic benefits: increased tax revenues, benefits: increased tax revenues, greater productivity, increased consumption, greater productivity, increased consumption, increased workforce flexibility, and decreased increased workforce flexibility, and decreased reliance on government financial supportreliance on government financial support

Individual economic Individual economic benefits: higher salaries and benefits: higher salaries and benefits, employment, higher savings levels, benefits, employment, higher savings levels, improved working conditions, and improved working conditions, and personal/professional mobilitypersonal/professional mobility

Higher Education Policy (1988), p. 20

Recruitment & RetentionRecruitment & Retention

Colleges and Universities face two issues: Colleges and Universities face two issues: Attracting students to postsecondary education Attracting students to postsecondary education Retaining students so that they succeed and graduateRetaining students so that they succeed and graduate

Recruitment & RetentionRecruitment & Retention

The cost of recruiting one new student to college The cost of recruiting one new student to college approximates the cost of retaining 3-5 already approximates the cost of retaining 3-5 already enrolled students.enrolled students.

Noel, Levitz, & Saluri. (1985); Rosenberg & Czepiel. (1983); Tinto. (1975);. Astin, A.W. (1993). What matters in college? San Francisco: Jossey Bass; Pascarella, E. T., & Terenzini, P. T. (1991). How college affects students: Findings and insights from twenty years of research. San Francisco: Jossey-Bass; Tinto, V. (1993). Leaving college: Rethinking the causes and cures for student attrition (2nd ed.). Chicago: University of Chicago Press.

““Resources trumped all other factors in Resources trumped all other factors in retention.”retention.”

Source: Educational Policy Institute, 2004Source: Educational Policy Institute, 2004

Oklahoma State Appropriated Oklahoma State Appropriated FundsFunds

19981998 75.3%75.3% 20062006 49.5%49.5%

__________________________________

DecreaseDecrease 25.8%25.8%

““Resources trumped all other factors in Resources trumped all other factors in retention.”retention.”

Source: Educational Policy Institute, 2004Source: Educational Policy Institute, 2004

East Central University Mission StatementEast Central University Mission Statement

East Central University’s mission is to East Central University’s mission is to foster a learning environment in which foster a learning environment in which students, faculty, staff, and community students, faculty, staff, and community interact to educate students for life in a interact to educate students for life in a rapidly changing and culturally diverse rapidly changing and culturally diverse society. Within its service area, East Central society. Within its service area, East Central University provides leadership for economic University provides leadership for economic development and cultural enhancement.development and cultural enhancement.

Stakeholders from Stakeholders from ECU Mission StatementECU Mission Statement

StudentsStudents

UniversityUniversity

Community/AreaCommunity/Area

Nothing matches the vibe of a college town…universities produce an energy that infuses their communities with culture, creativity, and a love of learning.

Every College Town NeedsEvery College Town Needs Here is the minimum a great college town must Here is the minimum a great college town must

possess:possess: One coffeehouse with espresso strong enough to make One coffeehouse with espresso strong enough to make

you consider a pacemakeryou consider a pacemaker One athletic team high-powered enough to make the One athletic team high-powered enough to make the

playoffs, or lousy enough to be endearingplayoffs, or lousy enough to be endearing One mountain bike shopOne mountain bike shop One chamber music seriesOne chamber music series One alternative nightclub populated by threateningly One alternative nightclub populated by threateningly

coiffed people in torn T-shirtscoiffed people in torn T-shirts One leafy nook where, beneath a marble bust of the One leafy nook where, beneath a marble bust of the

college’s founder, you can read Shelley to your belovedcollege’s founder, you can read Shelley to your beloved And ……….And ……….

Valet ParkingValet Parking

Actual Student and Family NeedsActual Student and Family Needs

CostCost ReputationReputation Safety and SecuritySafety and Security Quality of LifeQuality of Life

University NeedsUniversity Needs

Salaries above the national levelSalaries above the national level Surplus money for every need/wantSurplus money for every need/want Large home for University PresidentLarge home for University President And……And……

Valet ParkingValet Parking

Actual University NeedsActual University Needs

Accomplish our missionAccomplish our mission More efficient use of State’s resources by:More efficient use of State’s resources by:

Educating more students at a lower cost per Educating more students at a lower cost per studentstudent

More fully utilizing University FacilitiesMore fully utilizing University Facilities Strengthening AlumniStrengthening Alumni

Student Multiplying Effect (Tuition, Student Multiplying Effect (Tuition, fees and state appropriation) fees and state appropriation)

1 student = @ $8000 per year1 student = @ $8000 per year

10 students X $8000 = $80,000 per year10 students X $8000 = $80,000 per year

1 student X 4 years = $32,0001 student X 4 years = $32,000

10 students X $32,000.00 = $320,000 10 students X $32,000.00 = $320,000

This does not include:This does not include:

Revenue from bookstoreRevenue from bookstore Revenue from food serviceRevenue from food service Revenue from residence hallsRevenue from residence halls Donations from a future alumni Donations from a future alumni Revenue to local business Revenue to local business

Added Revenue Could ProvideAdded Revenue Could Provide Additional resources to recruit qualified students, Additional resources to recruit qualified students,

staff and facultystaff and faculty Better educational experiences for our studentsBetter educational experiences for our students More in depth services in tutoring, advising, at More in depth services in tutoring, advising, at

risk student support, etc.risk student support, etc. More campus employment opportunities for More campus employment opportunities for

studentsstudents Improved equipment, furnishings, and facilitiesImproved equipment, furnishings, and facilities Better professional development opportunities for Better professional development opportunities for

faculty and stafffaculty and staff

Community NeedsCommunity Needs

Major corporations clamoring to move to Major corporations clamoring to move to our cityour city

High tech businesses at every store frontHigh tech businesses at every store front Customers waiting in lineCustomers waiting in line Educated workforce knocking at the doorEducated workforce knocking at the door And…….And…….

Valet ParkingValet Parking

Actual Community NeedsActual Community Needs

Economic DevelopmentEconomic Development Growing existing businessesGrowing existing businesses Creating and attracting new businessesCreating and attracting new businesses Venues to attract visitors to the community Venues to attract visitors to the community

either for pleasure or businesseither for pleasure or business Highly Educated and Highly Skilled Highly Educated and Highly Skilled

WorkforceWorkforce Graduates to remain in the communityGraduates to remain in the community

Improving Quality of Life for all CitizensImproving Quality of Life for all Citizens

ECU’s Economic Impact on ECU’s Economic Impact on Ada Area Ada Area

University ExpendituresUniversity Expenditures 13 million 13 million

Faculty/Staff ExpendituresFaculty/Staff Expenditures 21 million 21 million

Visitors to the UniversityVisitors to the University 6.8 million 6.8 million

Student expendituresStudent expenditures 66.7 million66.7 million

Total Economic Impact Generated $107.5 millionTotal Economic Impact Generated $107.5 million

Each Student’s Annual Economic Impact $19,000Each Student’s Annual Economic Impact $19,000

It is evident that the Needs of the It is evident that the Needs of the Students, University and Students, University and

Community are IntertwinedCommunity are Intertwined

So how can we best accomplish So how can we best accomplish meeting these needs? meeting these needs?

A PLAN FOR PARTNERINGA PLAN FOR PARTNERING

1. Determine basic and enhanced unfulfilled 1. Determine basic and enhanced unfulfilled needs of the university to recruit and retain needs of the university to recruit and retain students, e.g.: students, e.g.:

Wellness centerWellness center Food service choicesFood service choices Off campus place to relax and be entertainedOff campus place to relax and be entertained Venue for conferences and speakersVenue for conferences and speakers New bookstoreNew bookstore

PLAN FOR PARTNERINGPLAN FOR PARTNERING2.2. Determine the unfulfilled needs of the Determine the unfulfilled needs of the community, e.g.community, e.g.

Wellness centerWellness center Convention centerConvention center Arts DistrictArts District Performing arts facilityPerforming arts facility Outdoor performance and arts venueOutdoor performance and arts venue Expanded educated workforceExpanded educated workforce

3. Identify the common needs3. Identify the common needs

4. Identify the critical areas and prioritize4. Identify the critical areas and prioritize

PLAN FOR PARTNERINGPLAN FOR PARTNERING

5. Identify and Communicate with 5. Identify and Communicate with Potential Community PartnersPotential Community Partners Identify the community organizations and leaders Identify the community organizations and leaders

that may be interested in partneringthat may be interested in partnering Visit with organizations and leaders to gauge interest Visit with organizations and leaders to gauge interest

and seek supportand seek support Seek grants and other outside funding to accomplish Seek grants and other outside funding to accomplish

needneed Finalize plan based on actual support and costFinalize plan based on actual support and cost Present plan to the community and seek supportPresent plan to the community and seek support

Here’s How We Implemented the Here’s How We Implemented the ECU Partnering PlanECU Partnering Plan

Worked with Community to Worked with Community to Identify Joint NeedsIdentify Joint Needs

Convention/Conference CenterConvention/Conference Center Wellness CenterWellness Center Arts District for community, Arts District for community, university and university and tourismtourism Plaza for outdoor activitiesPlaza for outdoor activities Specialized training centerSpecialized training center Business incubatorsBusiness incubators Urban renewal around universityUrban renewal around university Historical, cultural and art gallery Historical, cultural and art gallery

Hallie Brown Ford Fine Arts CenterHallie Brown Ford Fine Arts Center

Fine Arts Center with PlazaFine Arts Center with Plaza

Grant Funded Proposed Arts District and Grant Funded Proposed Arts District and Grant Funded Artisan IncubatorsGrant Funded Artisan Incubators

What are the plans for the What are the plans for the East Main Cultural Arts District?East Main Cultural Arts District?

Designated area that focuses on the artsDesignated area that focuses on the arts Contains arts related buildings such as Hallie Brown Contains arts related buildings such as Hallie Brown

Ford Fine Arts CenterFord Fine Arts Center Contains arts related activities such as musical Contains arts related activities such as musical

performance venues, galleries, art studios and theatre performance venues, galleries, art studios and theatre Provides a broad array of support related businesses Provides a broad array of support related businesses

such as cafes, restaurants and shopping opportunitiessuch as cafes, restaurants and shopping opportunities Provides outdoor area for arts related activitiesProvides outdoor area for arts related activities

How does Ada benefit from the How does Ada benefit from the East Main Cultural Arts District?East Main Cultural Arts District?

Provides economic development for Ada byProvides economic development for Ada by Attracting new businesses Attracting new businesses Retaining current businessesRetaining current businesses Attracting tourists to AdaAttracting tourists to Ada Keeps dollars in Ada for dining, entertainment, Keeps dollars in Ada for dining, entertainment,

galleries, and shopping galleries, and shopping Supports convention centerSupports convention center

How does ECU benefit from the How does ECU benefit from the East Main Cultural Arts District?East Main Cultural Arts District?

Attracts and retains studentsAttracts and retains students Cultural venues for university communityCultural venues for university community Entertainment venues for University communityEntertainment venues for University community Social venues for University communitySocial venues for University community Opportunities for internships Opportunities for internships Improves quality of lifeImproves quality of life Improves area around campusImproves area around campus Supports conference center Supports conference center

Partnerships for University Center Partnerships for University Center Expansion and Arts DistrictExpansion and Arts District

$4 million community partner $4 million community partner 1.5 million food vendor1.5 million food vendor $250,000 bookstore plus $90,000 per year $250,000 bookstore plus $90,000 per year $175,000 community development entity$175,000 community development entity $500,000 Ada Jobs Foundation (pending)$500,000 Ada Jobs Foundation (pending) $160,000 federal grant$160,000 federal grant $100,000 synergistic learning grant$100,000 synergistic learning grant $623,000 federal grants for planning for East Main Arts $623,000 federal grants for planning for East Main Arts

District and artisan incubators District and artisan incubators $500,000 City of Ada plaza/street renovation (pending)$500,000 City of Ada plaza/street renovation (pending) $1 million separate community partner (pending)$1 million separate community partner (pending)

““Universities are attracting students with Universities are attracting students with recreation centers that help them stand out recreation centers that help them stand out to potential students.”to potential students.”

Source: Associated Press, 2007Source: Associated Press, 2007

““Participation in recreational sports Participation in recreational sports programs and activities is a key programs and activities is a key determinant of college satisfaction, success, determinant of college satisfaction, success, recruitment, and retention.recruitment, and retention.

Source: “The Value of Recreational Sports in Higher Education: Impact on Student Enrollment, Success, and Buying Power,” Source: “The Value of Recreational Sports in Higher Education: Impact on Student Enrollment, Success, and Buying Power,” NIRSA, 2004NIRSA, 2004

Ten Ten More PromisingMore Promising High Impact PracticesHigh Impact Practices

1.First-year seminars1.First-year seminars2.Common intellectual experiences2.Common intellectual experiences3. Learning communities3. Learning communities4. Service learning4. Service learning5. Undergraduate research5. Undergraduate research6. Study abroad6. Study abroad7. Diversity7. Diversity8. Internships8. Internships9. Capstone courses9. Capstone courses10. Capstone projects10. Capstone projects

Source: “College Source: “College Learning for a New Global Learning for a New Global Century,” Century,” AACU, 2007AACU, 2007

Partnering for RetentionPartnering for Retention

East Central UniversityEast Central University

Oklahoma Higher Education Conference on Oklahoma Higher Education Conference on Enrollment ManagementEnrollment Management