Founded 1870 | Rolla, Missouri, USA

1. Future shock is now: succeeding with declining student markets and the "helicopter parent”Jay w. GoffVice provost & Dean for Enrollment Management Admissions Snapshot September 2, 2009 Founded 1870 | Rolla, Missouri, USA

2. Today “It did not happen by Accident” Only one public school in Missouri has had eight years consistent growth in quality, diversity & quantity of students. • Thanks to All for Another Great Year! • A Millennial Environmental Scan • 2009-10 Goals & Initiatives • Strategic Planning for Our Future

3. Core enrollment principles • No Enrollment Effort is Successful without QUALITY Academic Programs to Promote • Recruitment and Retention is an On-going, Multi-year PROCESS with Strong Access to Research and DATA • +80% of Enrollments come from REGIONAL student markets for BS/BA degrees • The Most Successful Recruitment Programs Clearly DIFFERENTIATE the Student Experience from Competitor’s Programs • The Most Successful Retention Programs Clearly Address Students’ Needs and Regularly ENGAGE Students in Academic and Non-Academic Programs

4. Pricing Institutional Research Strategic Planning Admission & Recruitment Academic Policies Housing Alumni and Development Teaching & Learning Mental Health Services Campus Life Social Support Programs Assessment of Student Learning Student Success Academic Support Programs Career Planning Institutional Policies External Engagement Marketing Institutional Effectiveness Records and Registration Financial Aid Budgeting Academic Programs SOURCE: Bob Wilkinson

5. Strategic Enrollment Management (SEM) at Missouri S&T 2001-2009 RECORD GROWTH DECLINING INTEREST “Succeeding while Swimming Against the Tide”

6. Our Previous Problem… 2009

7. 20,000 fewer potential engineering majors College Bound ACT Tested Students Interested in Any Engineering Field > 5% SOURCE: ACT EIS 2008

8. Missouri’s 2008 student funnel for ALL engineering fields • High School Seniors: 72,467 • High School Graduates: 61,752 • ACT Testers/College Bound: 47,240 • Any Engineering Interest (all testers): 1,768 • Any Engineering Interest, (+21 testers): 1,256 (21 = MO average score / 50%) • Engineering Interest, +24 comp. score: 961 (24 = UM minimum for auto admission) • Missouri S&T Freshmen Engineering 681 Enrollees: 71% S&T market share SOURCES: MODESE 2009, ACT EIS 2008, PeopleSoft

9. Goals met!

10. Enrollment diversity

11. Strategic Plan GOAL 2.1: Grow overall enrollment to 6,550 by 2011-12 with diversity that reflects the State of Missouri and the global environment in which we compete.

12. Upcoming Challenges If we maintain current record market shares, we could decline 2% to 5% in new students each year after 2010. If we continue to increase research, we will need more graduate students and better GA packages. To maintain or grow quality, diversity and revenue levels the quantity of students will be key.

13. Challenge: changes in the college-bound student markets • The Midwest and Northeast will experience a 4% to 10% decline in high school graduates between 2009 – 2014 (WICHE) • The profile of college-bound students is rapidly becoming more ethnically diverse and female dominant (NCES, WICHE, ACT, College Board) • The number of students interested in engineering, computer science, and natural science degrees has declined to record lows (ACT, CIRP) • More full-time college freshmen are choosing to start at two-year colleges (IPED, MODHE) • More students are enrolling in more than one college at a time (National Student Clearinghouse) • Future student market growth will include more students requiring financial aid and loans to complete a degree (WICHE)

14. Some Trends that have not Changed: The Golden Circle for Recruitment +70% enroll within 140 miles of home +80% enroll in home state DEMO

15. Projected change in high school graduates 2007-2017 +1 -17 -15 -23 -3 -19 +4 -14 -6 +13 -8 -12 -8 -14 -6 -6 -12 -6 -6 -2 +53 -6 -3 +10 -2 -4 +27 -6 +21 +9 -5 +1 +1 -3 +2 -31 +14 -1 +27 +1 +2 +1 -8 0 +22 0 > 20% +11% to +20% 0% to +10% Decreases -7 +16 +10 -9 -14 Source: Chronicle of Higher Education Almanac 2006-07

16. National vs.. Regional Trends WICHE, 2008

17. By 2012, Missouri will have 4,000 fewer high school graduates each year

18. Increasing the college going rate is key WICHE, 2008

19. College Progression Rates in Missouri

20. Areas of Concern Along the P-12 Pipeline • Only 2 of 10 eighth graders ready for college prep curriculum in high school (ACT 2008) • College-Going Rate (%) - 2006 Fall First-Time Freshmen Directly out of High School Missouri: 57.1Nation: 61.6 • A Larger Proportion of Missouri Students Starting at Community Colleges • Freshmen Headcount Distribution at Missouri Colleges & Universities (DHE 2008)

21. Labor Demand vs. Student Interests Source: U.S. Department of Labor, Bureau of Labor Statistics, www.bls.gov/emp/home.htm

22. Change in Intended Major 1976-77 to 2006-07 College Board, 2007 Source: CIRP

23. Basic enrollment funnel Do not discount the value of funnel management and analysis ACT data makes the process much easier to engage on macro and micro levels

24. 46% “Economy has Changed Which College Students will Attend” SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

25. 27% planning to submit fewer applications SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

26. 76% indicated they would be “somewhat” or “very likely” to consider the more expensive institution if it could deliver greater value SOURCE: Longmire & Company, Inc. 2009 “Study of the Impact of the Economy on Enrollment”

27. Identifying interests of incoming students SOURCE: ACT’s AIM 2008

28. Incoming students’ self-identified interests and needs SOURCE: ACT’s AIM 2008

29. Percent For Whom Financing was a Major Concern 1992-93 to 2006-07 (Selected Years) College Board, 2007 Source: CIRP

30. Framework for the Generation “We must support the students we have, not the students we wish existed.” Scott Swail, Education Policy Institute, 2008 • Who are these “newbies”? • What forces have shaped them? • What expectations do they have about college and the nature of the work world?

31. Who are Millennials • Born between 1984 and 2004 • Products of a societal shift from an adult-centric to a child-centric society • Leading edge: Started college in 2002

32. Top Defining Moments • September 11, 2001 Terrorist Attract • Columbine • Iraq War • Oklahoma City bombing • Princess Di’s death • Clinton impeachment trial ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

33. Defining Adjectives • Special • Sheltered • Confident • Team-oriented • Achieving • Pressured • Conventional ADAPTED FROM: Neil Howe and William Strauss, “Millennials Rising: The Next Great Generation,” Vintage Books, New York, 2000

34. Defining Messages • Be smart—you are special. • Leave no one behind. • Connect 24/7. • Achieve now! • Serve your community. ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006, Connecting Generations: The Sourcebook, Claire Raines

35. Core Values and Traits • Optimism • Civic duty • Confidence • Inclusion • Morality • Savvy (rather than “street smart”) • Achievement ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

36. Managing and Motivating Millennials • Loyal and hardworking when they see value in what they are doing. • Energetic and need continual stimulation and challenge…will move on quickly if bored or dissatisfied. • 88% have established five-year goals…already. Source: Understand Millennial Generation To Manage Them Successfully, www.digitu.com, Kenneth Judd, 2005 ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

37. What Will Attract Them • Offer teamwork opportunities • Fairness (equal treatment across broad categories of students/workers) • Protection against risk • Solid work-life balance • Longer career plans • Proximity to mom & dad Neil Howe & William Strauss, “Millennials Go to College,” AACRAO and LifeCourse Associates, 2003 ADAPTED FROM: Graduate Management Admission Council, Millenials Go to Work, 2006

38. 90% of parents choose their kids' colleges on the web and the visit • 82% plan to play a pivotal role in helping their children make the final decision about college.  • Only 17% will entrust their child to make that decision independently • The internet is playing an increasing role in higher education recruitment • Recent data demonstrates the need for institutions to make explicit overtures to parents on the web  SOURCE: Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students, 2009

39. Strategic Enrollment Management Plan 2009-2014 Increase Success of Students • Retention Rates • Graduation Rates Increase College Going Rate & Access • Access & Affordability • Pipeline of College Ready Students • Strategic Partnerships • Outreach/Education • Scholarships Expanding Current Markets & Capturing New Markets • Out-of-state students • Transfer Students • Female Students • Underrepresented Minority Students • International Students • Graduate Students • Nontraditional Students

40. Future shock is now: “succeeding with declining student markets and the "helicopter parent”Jay w. GoffVice provost & Dean for Enrollment Management Admissions Snapshot September 2, 2009 Founded 1870 | Rolla, Missouri, USA