Strategic Enrollment Management FALL UPDATE

1. Strategic Enrollment Management FALL UPDATE College of Arts and Sciences Assembly Meeting September 24, 2019

2. Cindy HermsenDirector, Financial Aid Dawn AubryAssociate Vice President, Enrollment Management

3. Goals for Today Provide an overview and share progress of the OU SEM planning process Allow an opportunity for the community to ask questions and provide feedback

4. Current State - Undergraduate Source: WICHE, Knocking at the College Door: Projections of High School Graduates, December 2016

5. Current State - OU FTIAC *Fall 2019 data as of September 5, 2019

6. Current State – OU Transfer *Fall 2019 data as of September 5, 2019

7. Current State – OU Graduate Note: The drop in 2017 may be explained by switching to a new admissions system.

8. College of Arts and SciencesIncoming FTIAC class Note: The drop in 2017 may be explained by switching to a new admissions system.

9. College of Arts and SciencesIncoming Transfer class Note: The drop in 2017 may be explained by switching to a new admissions system.

10. Current Student Decline Note: The drop in 2017 may be explained by switching to a new admissions systm.

11. What is Strategic Enrollment Management (SEM)? Strategic enrollment management is a concept and process that enables the fulfillment of an institutional mission and students’ educational goals.

12. The Purposes of SEM are Achieved by... 1. Establishing clear goals for the number and types of students needed to fulfill the institutional mission. 2. Promoting students’ academic success by improving access, transition, persistence and graduation. 3. Promoting institutional success by enabling effective strategic and financial planning. 4. Creating a data-rich environment to inform decisions and evaluate strategies.

13. The Purposes of SEM are Achieved by... 5. Improving process, organizational and financial efficiency and outcomes. 6. Strengthening communications and marketing with internal and external stakeholders. 7. Increasing collaboration among departments across the campus to support the enrollment program.

14. What is a SEM Plan? Long-range strategic enrollment plan Not a quick fix or focused solely on the next term Alignment of institutional mission, vision and long-range strategic plan with desired enrollment outcomes The result of a campus-wide effort aimed to bring faculty, staff and administrators onto the same page A guiding document that helps the institution maintain focus and target resources over a long period of time to achieve the greatest possible enrollment health

15. SEM Framework

16. How Do You Organize to Develop a SEM Plan? Gain top-level support for the process: Executive team needs to support and be involved in the process Ensure representation across the institution: Define key members, including faculty, of SEM planning teams Keep the teams flexible – members may and should change Create communication plans for all stakeholders

17. Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan Bontrager/Green

18. Steps for SEM Success Setting the End Goal Develop Key Enrollment Indicators (KEI) Make the Case for SEM Create Enrollment Goals Create Strategies Create Tactical Work Plans

19. Step 5: Create Strategies These are the major initiatives required to achieve the enrollment goals. Often requires years to realize full results of implementation.

20. Step 6: Create Tactical Work Plans • Each strategy will have several tactical work plans to support it • Tactics are the bridge between strategic and operational • Accountability is key: • Who is responsible? • What is the expected result? • When is the result expected and are there milestones along the way? • To whom will results be reported and when? • Where is the data that supports the measurement and results? • Are there existing reports or do they need to be created?

21. Strategic Enrollment Draft Projection 1 • SEM New Freshmen Goal: Maintain new freshmen headcount of 2,673 through fall 2025 • SEM New Transfer Goal: Maintain new transfer headcount of 1,195 through fall 2025 • SEM New Graduate Student Goal: Increase of 8.77% by fall 2025 • SEM New International Student Goal: Increase of 10% by fall 2025 (included in undergraduate and graduate goals) • SEM First-Year Retention Goal: Increase FTIAC retention rate to 83% (1% increase each year)

22. Strategic Enrollment Projection 1 - Draft

23. Strategic Enrollment Draft Projection 2 • SEM New Freshmen Goal: Increase of 5% by fall 2025 • SEM New Transfer Goal: Increase of 3% by fall 2025 • SEM New Graduate Student Goal: Increase of 8.77% by fall 2025 • SEM New International Student Goal: Increase of 10% by fall 2025 (included in undergraduate and graduate goals) • SEM First-Year Retention Goal: Increase FTIAC retention rate to 83% (1% increase each year) • SEM Continuing Student Goal: Increase return rate of lower-division students by 0.5% each year

24. Strategic Enrollment Draft Projection 2

25. Timeline and Process for SEM at OU November 2018 Kick-off visit with AACRAO Consultant and OU SEM planning teams Councils and committees work on data collection for environmental scan & development of goals December 2018 Draft one of environmental scan January 2019 Campus presentations on the SEM process February - April 2019 Councils and committees continue to develop their work and provide reports to SEM Steering May 8, 2019 SEM Open House to gain feedback from campus community June 2019 Finalize goals and strategies July 16, 2019 Second campus visit from AACRAO Consultant to focus on strategies and tactic formation July - August 2019 Edit SEM Plan and finalize tactics September – November 2019Campus presentations on the SEM process November 19, 2019 SEM Open House to share final goals, strategies and tactics December 2019 Finalize and approve SEM Plan Phase One

26. Questions?