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Enrollment Management 101 - A Primer for HS Counselors

Enrollment Management 101 - A Primer for HS Counselors. WACAC 2014. EM: Some Definitions.

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Enrollment Management 101 - A Primer for HS Counselors

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  1. Enrollment Management 101 - A Primer for HS Counselors WACAC 2014

  2. EM: Some Definitions • “Enrollment Management is a process that brings together often disparate functions having to do with recruiting, funding, tracking, retaining, and replacing students as they move toward, within and away from the University.” - Boston College’s Bridge Magazine - Jack Maguire, 1976

  3. EM: Some Definitions • EM is a complex set of concepts and processes that enables fulfillment of institutional mission and students’ educational goals by: • Establishing clear goals for the number and types of students • Promoting academic success by improving student access, transition, persistence, and graduation • Determining, achieving, and maintaining optimum enrollment • Generating added net revenue • Enabling effective financial planning • Creating a data-rich environment to inform decisions and evaluate strategies • Bob Bontrager, College & University Journal, Winter 2004

  4. Evolution of SEM: 1980’s • Emerged in response to declining demographics • Research & theories about why students leave or stay (retention) • Greater sensitivity to marketing higher education

  5. Evolution of SEM: 1990’s • Emphasis on integrating financial aid, pricing and net revenue planning • Explosion of information technology • Increased competition, rankings, and a more “consumer-oriented” marketplace

  6. Evolution of SEM: Today • Increased accountability – public scrutiny and legal challenges • Constrained resources • Economic Uncertainty

  7. Enrollment Management Planning Institutional Priorities Enrollment Objectives Recruitment Strategies Financial Aid Strategies Selection Strategies

  8. Institutional Priorities • Strategic Plans • Who Universities think they are • What they want to become • Long range vision, often driven by Trustees, Presidents, Legislatures • Often characterized by market research, extensive data collection, budget realities, leadership changes

  9. Enrollment Objectives • Help “interpret” the lofty goals and objectives of the strategic plan • Provide an institution with measurable outcomes • Usually look 3 – 5 years ahead – aspirational in nature • Include benchmarks, environmental scanning, data and should be grounded in the institution’s mission

  10. Enrollment Management Planning Institutional Priorities Enrollment Objectives Recruitment Strategies Financial Aid Strategies Selection Strategies

  11. University of La Verne • Private, Foothills of Southern California • 2,800 UG’s • 45 majors • 18 sports • Regional & International • 9,000 + applications • 590 Freshman

  12. Past Presidents of the University of La Verne

  13. University of La VerneNew Leadership Devorah Lieberman, Ph.D. President Luis Faura Chairman of the Board

  14. University of La Verne

  15. University of La Verne

  16. University of San Diego • Private, Catholic University in San Diego • 5600 UG’s • 42 majors • All 50 states & 66 countries • 15,000+ applications • 1238 freshman class

  17. Strategic Goals Meets Enrollment Planning • The University will attract, retain, and support highly qualified, diverse students • We set goals for the academic profile of our entering students (gpa/SAT scores/rankings) • We set goals for the ethnic diversity of our class • The University will strengthen its global connections…. • We set goals for the # of international students • The University will promote its Catholic character…. • We set goals for the percentage of Catholic students

  18. Recruitment Strategies • Who do we search? • Where do we go? • Campus visitors and guests • Fly-in’s

  19. Selection Strategies • Academic • Diversity • Need blind • Geographic • Legacy

  20. Financial Strategies • Packaging for attendance • Offering too little or over award

  21. Summary and Questions

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