West Virginia UniversityWest Virginia UniversityExtended LearningExtended Learning

Enrollment AnalysisEnrollment Analysis

Our ChargeOur Charge

Conduct on-going analysis of the Conduct on-going analysis of the university’s extended learning enrollment university’s extended learning enrollment management strategies, tactics and management strategies, tactics and organizationorganization

Assess organizational change factors Assess organizational change factors needed to move from current state to needed to move from current state to desired state in EL enrollment management desired state in EL enrollment management !

You are building on many successes

Short- and Long-Term ObjectivesShort- and Long-Term Objectives

West Virginia University Extended West Virginia University Extended Learning Enrollment Opportunities Learning Enrollment Opportunities

AnalysisAnalysis

Developing The FundamentalsDeveloping The Fundamentals

Exceptional enrollment leadership (e.g. Exceptional enrollment leadership (e.g. enrollment champion, commitment of enrollment champion, commitment of executive management team, board)executive management team, board)

Clear and realistic goalsClear and realistic goals A comprehensive written enrollment plan A comprehensive written enrollment plan

(marketing/recruitment (marketing/recruitment and retentionand retention)) An effective organizational structureAn effective organizational structure

A trained and talented enrollmentA trained and talented enrollment team team Adequate resources (e.g. budget, staff, Adequate resources (e.g. budget, staff,

technology, facilities)technology, facilities)

Developing The FundamentalsDeveloping The Fundamentals

Effective operational processes (e.g. data entry, Effective operational processes (e.g. data entry, file processing, internal communication, recruit-file processing, internal communication, recruit-back program)back program)

Powerful management information systemPowerful management information system Development of an adequate inquiry poolDevelopment of an adequate inquiry pool Effective and efficient methods of managing the Effective and efficient methods of managing the

enrollment funnel (e.g. qualifying and grading)enrollment funnel (e.g. qualifying and grading) Purposeful written, telecounseling, electronic, and Purposeful written, telecounseling, electronic, and

personal communication systems and programspersonal communication systems and programs Management reporting and monitoring of Management reporting and monitoring of

progress towards goalsprogress towards goals

Developing The FundamentalsDeveloping The Fundamentals A competitive scholarship and financial aid A competitive scholarship and financial aid

programprogram An institutional service philosophy and student-An institutional service philosophy and student-

centered policies and procedurescentered policies and procedures Organization and delivery of quality academic Organization and delivery of quality academic

programsprograms Quality and availability of student support services Quality and availability of student support services

and programs (e.g. career services, advising, first-and programs (e.g. career services, advising, first-year student programs)year student programs)

Faculty commitment to student success and Faculty commitment to student success and supportive teaching stylessupportive teaching styles

Short-term Observations and Short-term Observations and Recommendations –Recommendations –

Capacity WorksheetCapacity Worksheet

1.1. Define the various EL Markets Define the various EL Markets nownow• Primary MarketsPrimary Markets

• Secondary MarketsSecondary Markets

Here’s a preliminary listHere’s a preliminary list

High School Concurrent High School Concurrent EnrollmentEnrollment

Entry course for first-year Entry course for first-year cohort (Journalism 101 – cohort (Journalism 101 – Intro to Mass Intro to Mass Communication)Communication)

In-state placebound adults In-state placebound adults without a bachelor’s without a bachelor’s degreedegree

In-state placebound adults In-state placebound adults with a bachelor’s degreewith a bachelor’s degree

Program-specific Program-specific interestsinterests– Non-creditNon-credit– Software EngineeringSoftware Engineering– IMC master’sIMC master’s– EMBAEMBA

Course offeringsCourse offerings

Here’s opportunity Here’s opportunity

The undergraduate stop-The undergraduate stop-out populationout population

The graduate stop-out The graduate stop-out populationpopulation

Recruiting the non-credit Recruiting the non-credit student to degree seeking student to degree seeking programsprograms

Specific business and Specific business and industry workforce industry workforce development connectionsdevelopment connections

WVU alumniWVU alumni WVU alumni from the WVU alumni from the

regional campusesregional campuses In-state community In-state community

college & 4 year college & 4 year graduatesgraduates

Out-of-state marketsOut-of-state markets

Short-term Observations and Short-term Observations and RecommendationsRecommendations

2.2. Developing the inquiry database (aka lead Developing the inquiry database (aka lead pool) in undergraduate and graduate areas pool) in undergraduate and graduate areas within EL and each regional center within EL and each regional center • Other than the prospective students who Other than the prospective students who

participate in the Information Sessions, there participate in the Information Sessions, there really is no centralized inquiry pool for ELreally is no centralized inquiry pool for EL

• Some of the colleges and programs have Some of the colleges and programs have developed their own lead pool databases developed their own lead pool databases

Short-term Observations and Short-term Observations and RecommendationsRecommendations

3.3. Increase functionality of inquiry data and/or Increase functionality of inquiry data and/or develop a new integrated database develop a new integrated database – Exploring a stand-alone recruitment database Exploring a stand-alone recruitment database

that will assist the university’s varied enrollment that will assist the university’s varied enrollment operationsoperations

Short-term Observations and Short-term Observations and RecommendationsRecommendations

4. 4. Develop an annual recruitment plan designed to Develop an annual recruitment plan designed to meet EL enrollment objectivesmeet EL enrollment objectives– Move EL regional coordinators to a data- and research-Move EL regional coordinators to a data- and research-

driven recruitment and enrollment planning processdriven recruitment and enrollment planning process– Two components to the planTwo components to the plan

– Overall EL planOverall EL plan– Regional plans that feed into the overall EL planRegional plans that feed into the overall EL plan

5. 5. Develop training programs for the EL regional Develop training programs for the EL regional coordinators in enrollment management coordinators in enrollment management fundamentalsfundamentals

Short-term Observations and Short-term Observations and RecommendationsRecommendations

6.6. Identify recruitment strategies to influence decision-Identify recruitment strategies to influence decision-making at all stages of the WVU EL new student making at all stages of the WVU EL new student enrollment funnelenrollment funnel• Construct online information sessions (e.g. Microsoft Construct online information sessions (e.g. Microsoft

Live Office/phone conference or chat) to promote Live Office/phone conference or chat) to promote specific programs of studyspecific programs of study

7.7. Implement a sequential communication plan for EL Implement a sequential communication plan for EL inquiriesinquiries• House in the Call CenterHouse in the Call Center• Perfect recruitment group to communicate with through Perfect recruitment group to communicate with through

the university’s websitethe university’s website

Short-term Observations and Short-term Observations and RecommendationsRecommendations

8.8. Install systems to qualify the inquiry, admit Install systems to qualify the inquiry, admit and confirmed pools to focus time and and confirmed pools to focus time and attention on prospective students with the attention on prospective students with the greatest propensity to enroll through WVU greatest propensity to enroll through WVU EL EL

On the whole, Regional Centers simply have no idea if their current

activities are producing enrollment results

Will not enrollat your schoolno matter whatyou do.

Will enrollat your schoolno matterwhat you do.

Influence

C

A B

Students falling in this area will not enroll unless your institution does something to influence their decision.

The Distribution of Student The Distribution of Student InterestInterest

Short-term Observations and Short-term Observations and RecommendationsRecommendations

9.9. Use a team approach for recruitment Use a team approach for recruitment operations operations

10.10.Conduct an audit of all EL and college-based Conduct an audit of all EL and college-based recruitment and promotional materials and recruitment and promotional materials and communication methodscommunication methods

11.11.Develop enrollment funnel reports by center Develop enrollment funnel reports by center to monitor new and continuing student to monitor new and continuing student enrollmentenrollment

Short-term Observations and Short-term Observations and RecommendationsRecommendations

12. Implement a stronger partnership process between the 12. Implement a stronger partnership process between the colleges and EL in new student recruitment colleges and EL in new student recruitment • The college contacts The college contacts learn from each other learn from each other • The internal communication must improveThe internal communication must improve

13.13.Please identify tracking mechanisms to identify EL Please identify tracking mechanisms to identify EL inquiries through enrollees in the student recruitment and inquiries through enrollees in the student recruitment and information systemsinformation systems• Why the concern that EL student will be treated Why the concern that EL student will be treated

differently?differently?

Short-term Observations and Short-term Observations and RecommendationsRecommendations

15.15.Need to balance image and targeted marketingNeed to balance image and targeted marketing

16.16.Perception is that EL is not an equal player in the Perception is that EL is not an equal player in the enrollment and course development processenrollment and course development process• Conduct internal marketing to better highlight the Conduct internal marketing to better highlight the

accomplishments and unique points of difference for ELaccomplishments and unique points of difference for EL• Spotlight faculty and departments who have embraced Spotlight faculty and departments who have embraced

this learning delivery option (a Mountaineer Moment!)this learning delivery option (a Mountaineer Moment!)

17.17.Assess different EL organizational models to best Assess different EL organizational models to best meet the enrollment needs of the colleges and meet the enrollment needs of the colleges and university – by College, by program…university – by College, by program…

Vision for 2010:Vision for 2010:West Virginia University Extended West Virginia University Extended Learning Enrollment OpportunitiesLearning Enrollment Opportunities

Vision for 2010Vision for 2010

1.1. Centralized recruiting office for Extended Learning Centralized recruiting office for Extended Learning with program specific recruitment specialistswith program specific recruitment specialists

2.2. Research based annual EL recruitment plan in Research based annual EL recruitment plan in placeplace

3.3. Multilayered recruitment communication plan Multilayered recruitment communication plan which addresses the unique needs of the which addresses the unique needs of the nontraditional studentnontraditional student

4.4. Separate recruitment functions within EL for credit Separate recruitment functions within EL for credit courses and 930 coursescourses and 930 courses

Vision for 2010Vision for 20105.5. Coordinated relationship between EL recruitment Coordinated relationship between EL recruitment

office and recruitment/staff specialists in each office and recruitment/staff specialists in each CollegeCollege

6.6. Establish, research based, needs assessment tool Establish, research based, needs assessment tool in place and required in place and required

7. Define the various EL Markets7. Define the various EL Markets

8. Conduct evaluations of different educational 8. Conduct evaluations of different educational delivery methods delivery methods

• Determine if today’s student is more satisfied with Determine if today’s student is more satisfied with delivery and learning processes found in EL deliveries delivery and learning processes found in EL deliveries than traditional classroom deliveriesthan traditional classroom deliveries

EM Observations and EM Observations and RecommendationsRecommendations

1.1. Convene an EL Enrollment Management Convene an EL Enrollment Management Subcommittee of the University’s Enrollment Subcommittee of the University’s Enrollment Management CouncilManagement Council• Incorporate EL enrollment planning objectives into Incorporate EL enrollment planning objectives into

the university’s enrollment management programthe university’s enrollment management program

2.2. Take the same model for maximizing enrollment in Take the same model for maximizing enrollment in summer and use it in maximizing enrollment for fall summer and use it in maximizing enrollment for fall and springand spring– Advising-focused, based on analysis of student Advising-focused, based on analysis of student

academic satisfactory progressacademic satisfactory progress

3.3. Establish a more regimented academic planning and Establish a more regimented academic planning and development process for EL for the collegesdevelopment process for EL for the colleges

ExistingPrograms/Services

NewPrograms/Services

Existing Markets

New Markets

MarketPenetration

ProductDevelopment

DiversificationMarketDevelopment

Enrollment Growth Strategy Enrollment Growth Strategy MatrixMatrix

EM Observations and EM Observations and RecommendationsRecommendations

4.4. Conduct a market analysis to determine existing Conduct a market analysis to determine existing primary market areas and areas of greatest primary market areas and areas of greatest enrollment potentialenrollment potential

- - map locations of currently enrolled students map locations of currently enrolled students

– append data, plus other census data (educational append data, plus other census data (educational attainment, avg. HH income, % enrolled in college) for attainment, avg. HH income, % enrolled in college) for all communities where current students live all communities where current students live

– identify communities with similar population identify communities with similar population characteristics but comparatively low concentrations of characteristics but comparatively low concentrations of current WVU E-L students (to identify new market current WVU E-L students (to identify new market opportunities) opportunities)

Identify marketing strategiesIdentify marketing strategies

5.5. Through a telephone/online survey of Through a telephone/online survey of currently enrolled(*) WVU E-L students: currently enrolled(*) WVU E-L students: – Explore their decision-making process (why they are Explore their decision-making process (why they are

taking classes, why they chose WVU) taking classes, why they chose WVU) – Learn what media they use to make their decision Learn what media they use to make their decision

(newspaper ads, radio ads, Web site, personal contacts) (newspaper ads, radio ads, Web site, personal contacts) – Determine the most important information they sought to Determine the most important information they sought to

help them make their decisionhelp them make their decision– Based on this information, we can develop strategies for Based on this information, we can develop strategies for

marketing communicationsmarketing communications

Next StepsNext Steps

1. Write 3 ways you can contribute via your 1. Write 3 ways you can contribute via your role.role.

2. Who do you need to work with to 2. Who do you need to work with to accomplish #1?accomplish #1?

3. What resources do you need?3. What resources do you need? 4. What are your measures of success?4. What are your measures of success?