perception is reality: transforming the internal approach to adult learners
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DESCRIPTIONCALEM 2014 Presentation: Perception is Reality: Transforming the Internal Approach to Adult Learners by Melissa McCants with Mercer University: Office of Enrollment Management. In this presentation Melissa shares how understanding where the Adult Learners fit within the university's organizational plan can be challenging. Viewers will learn to help adult learners feel they are valuable, along with influencing the university's perception of them through branding, marketing, assessing program offerings and understanding that the university needs to work together to positively impact recruitment.
- 1.MERCER UNIVERSITY OFFICE OF ENROLLMENT MANAGEMENT CALEM JULY 24, 2014
2. PERCEPTION IS REALITY: HOW BRANDING & POSITIONING CAN CHANGE THE DIRECTION OF A COLLEGE 3. WELCOME ABOUT MERCER ENROLLMENT TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 4. DR. MELISSA M. CRUZ AVP FOR ENROLLMENT MANAGEMENT MARITZA E. FERREIRA DIRECTOR OF MARKETING & COMMUNICATIONS MEGAN R. DELONG DIRECTOR OF ENROLLMENT MANAGEMENT SERVICES 5. WELCOME ABOUT MERCER ENROLLMENT TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 6. MISSION OF MERCER UNIVERSITY TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE 7. MERCER UNIVERSITY GENERAL INFORMATION Private research institution 12 schools & colleges 7 primary locations Atlanta Macon Regional Academic Centers 8. MERCER UNIVERSITY ADULT LEARNERS Tift College of Education Stetson School of Business Penfield College Formerly College of Continuing & Professional Studies 9. HEARD OF US? ESPY: BEST UPSET 10. WELCOME ABOUT MERCER ENROLLMENT TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 11. MERCER UNIVERSITY ENROLLMENT INFORMATION Total enrollment for the university: 8,361 Total enrollment for the Regional Academic Centers: 3,160 38% adult learners 12. NATIONAL ENROLLMENT TRENDS All Sectors 2.3% 0.2% 0.2% -0.3% -1.8% -2.3% -1.5% -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% 3.0% Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 13. NATIONAL ENROLLMENT TRENDS 14. NATIONAL ENROLLMENT TRENDS 15. NATIONAL ENROLLMENT TRENDS 16. ADULT LEARNER PREFERENCES NATIONAL TRENDS Growth by age group (2010-2021) 18 to 24 years, 10% 25 to 34 years, 20% 35+ years, 25% 17. ADULT LEARNER PREFERENCES NATIONAL TRENDS Multiple Learning Options 10 weeks or less courses Business, STEM, Social Sciences, Health Professions Importance of Brand and Reputation 18. ASLANIAN RESEARCH 3 STRATEGIES Changing the name of the college for better recognition Assessing the programs we currently offer Developing a plan to better serve & retain current students 19. WELCOME ABOUT MERCER ENROLLMENT TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 20. WHATS IN A NAME? BEFORE 21. WHATS IN A NAME? CUTTING THROUGH THE CONFUSION Continuing & Professional Name did not accurately describe college Name was misleading Misunderstanding about the college No internal nor external pride 22. WHATS IN A NAME AFTER 23. WHATS IN A NAME? HISTORIC PENFIELD Mercer was founded in Penfield, GA in 1833 Penfield College logo showcases the original Penfield spires Internal pride 24. WHATS IN A NAME BRANDING Internal brand reinforcement (faculty & staff) Current student feedback Quantitative results (70% increase in inquiries July 1 July 23) 25. WELCOME ABOUT MERCER ENROLLMENT TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 26. ENROLLMENT TRENDS IN ONLINE EDUCATION For-profit online decreasing in enrollment Convenience is less compelling, and students are looking for placement rates and reputation of institution. 80% of online undergraduates come with many transfer credits and are looking for degree completion programs Professional fields (business, information technology, nursing and criminal justice) have the largest enrollments. 27. ONLINE SELECTION FACTORS 28. PENFIELD COLLEGE UNDERGRADUATE PROGRAMS Human Resources Administration & Development Human Services Informatics Liberal Studies Organizational Leadership Public Safety Leadership Nursing Preparation 29. TOP MAJORS WANTED IN ONLINE EDUCATION 30. WELCOME ABOUT MERCER ENROLLMET TRENDS WHATS IN A NAME? ASSESSING THE PROGRAMS IT TAKES A VILLAGE 31. MISSION OF MERCER UNIVERSITY TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE 32. Admissions Faculty Financial Planning Registrar Operations Retention RETENTION TASK FORCE IF YOU BUILD IT 33. Examine the data Ask questions Examine the data some more Ask MORE questions RETENTION TASK FORCE DATA DRIVEN DECISION MAKING DATA IS YOUR NOT-SO-SECRET SECRET WEAPON 34. What does the data say about our current situation? Where does the data say we need to improve? Where does the data say we are strong? RETENTION TASK FORCE IMPORTANT QUESTIONS 35. Identify 2-3 signature issues for your institution Develop 3-5 strategies that address each issue Proactive Strategies vs. Reactive Strategies RETENTION TASK FORCE MAKING A PLAN 36. Create a project timeline Quick Wins, Short Term Goals, Long Term Goals Assign working groups to each project Develop task lists and due dates for each project RETENTION TASK FORCE IMPLEMENTING THE PLAN 37. Admissions Priority Deadline Enhancements Early Alert Program First Generation Receptions Orientation Videos/How-To Videos Student Ambassadors FORMAL RETENTION PLAN SAMPLE INITIATIVES 38. QUESTIONS? 39. OFFICE OF ENROLLMENT MANAGEMENT