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Enrollment Management Academic Leadership Council

September 28, 2011

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Committee Charge• To develop and periodically revise enrollment objectives for the

University that are consistent with the institutional mission, resources, facilities, demographics, legislative mandates, and other factors that influence optimum enrollment levels. Objectives should be segmented by category (e.g., college and department of major, student type, level, campus of dominant enrollment) and must incorporate diversity objectives consistent with the long-range plan. 

• To coordinate campus-wide efforts to achieve enrollment objectives, with emphasis on recruitment, retention, marketing, program and service offerings, and resource allocation.

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Access to Success Objectives

• Maintain modest growth/increase diversity• Increase alternative pathway programs and

enrollments• Ensure course availability• Maintain competitive cost of attendance• Increase retention and graduation rates• Increase degrees in fields aligned to workforce

needs• Increase STEM degrees awarded

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1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

10,000

12,000

14,000

16,000

18,000

20,000

22,000 1

5,39

4 1

5,48

2 1

6,34

2 1

7,31

8 1

8,73

4 19

,523

19,521 Start of 3 year 10%

decline in MO HS gradsMinimum ACT

Requirement imposed

19,

010

18,

171

17,

337

16,470Began implementation of selec-

tive admission policy

16,416Began implementation of core

curriculum requirement

16,

516

16,

838 1

7,56

5 1

7,84

6 18,

468

18,

916

19,

116

19,

330

19,

165

19,

464

19,

705

19,

925

20,

842

20,

949

20,

802

Total Headcount Enrollment, Fall 1985 to Fall 2011

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Data Review

New Degree-Seeking Students by Calendar Year, 2007 to 2011

2007

2008

2009

2010

2011

First-time College

-

500

1,000

1,500

2,000

2,500

3,000

FA SP SU

2007

2008

2009

2010

2011

Transfer

-

500

1,000

1,500

2,000

2,500

3,000

FA SP SU

2007

2008

2009

2010

2011

Graduates

-

500

1,000

1,500

2,000

2,500

3,000

FA SP SU

Excludes students on China Campus

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Enrollment of Undergraduate, Degree-Seeking Students by Class

Freshman Sophomore Junior Senior0

1,000

2,000

3,000

4,000

5,000

6,000

FA2006 FA2007 FA2008 FA2009 FA2010 FA2011

FA2006 FA2007 FA2008 FA2009 FA2010 FA2011

Total 14,627 14,708 14,770 15,270 15,493 15,546

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Precollege

FA2006 FA2007 FA2008 FA2009 FA2010 FA20110

500

1,000

1,500

2,000

2,500

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Graduate Students By Category

76%

1%5%

3%6% 9%

Masters Specialist DoctorateUnclassified Teacher Certification Postbaccalaureate

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Other Graduate Students by Category

Specialist

Doctorate

Unclassified*

Teacher Certification*

Postbaccalaureate

0 100 200 300 400 500 600

FA2011 FA2010 FA2009 FA2008 FA2007 FA2006

*New categories added in FA 2009

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Enrollment by Campus of Dominant Enrollment

FA2009 FA2010 FA2011

Springfield Campus Day 15,580 15,859 15,462

Springfield Campus Eve 2,071 1,883 2,077

Online Campus 593 681 868

Off Campus 2,353 2,267 2,213

China Campus 245 259 182

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Enrollment by Geographic Origin

International Missouri Out of State0

2,0004,0006,0008,000

10,00012,00014,00016,00018,00020,000

FA2006 FA2007 FA2008 FA2009 FA2010 FA2011

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FA2006 FA2007 FA2008 FA2009 FA2010 FA 201150.0%

52.0%

54.0%

56.0%

58.0%

60.0%

62.0%

64.0%

Female as % of UGFemales as % of Graduates

Females as Percent of Total

Missouri total: 61.4% women (source: Chronicle Almanac)

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Enrollment by Age

Under 18 years

18 to 21 years

22 to 24 years

25 to 39 years

40 to 59 years

60+ years0

2,000

4,000

6,000

8,000

10,000

12,000

FA2006 FA2007 FA2008 FA2009 FA2010 FA2011

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Enrollment by Race/Ethnicity

American Indian or Alaskan Native

Asian

Black or African American

Hispanic OR Latino

More than one race*

Native Hawaiian or Other Pacific Islander*

Total Underrepresented

Non-Resident Alien

0 500 1,000 1,500 2,000 2,500

FA2011 FA2010 FA2009 FA2008 FA2007 FA2006

*New Category in Fall 2009.

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Headcount by Race/Ethnicity

1.0%5.9%3.1%

80.3%

Historically Underrep-resented

9.6%China Campus Non-Resident AlienUnknown White or CaucasianHistorically Underrepresented

Fall 2011 All Students

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First-time College Retention & Graduation Rates

FA2000

FA2001

FA2002

FA2003

FA2004

FA2005

FA2006

FA2007

FA2008

FA2009

FA2010

40%45%50%55%60%65%70%75%80%

Retention GraduationIncludes only First-time, Full-time for Incoming Cohort Year. Graduation rate is after 6 years.

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Challenges

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Projected Change in MO High School Graduates, 2011 to 2013

Category 2011 2013 Number change

Percent change

Total (public and private)

68,139 64,899 -3,240 -4.8%

Black, non-Hispanic (public)

10,213 9,169 -1,044 -10.2%

Hispanic (public) 2,277 2,605 +328 +14.4%

Total minority (public) 14,077 13,688 -389 -2.8%

Source: WICHE

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Enrollment in Missouri Institutions ofHigher Education

Type Number Enrollment

Public 4 year 13 141,208

Public 2 year 21 104,360

Private 4 year 53 148,648

Private 2 year 4 1,561

Private 4 year for profit

22 19,360

Private 2 year for profit

19 9,807

Total 132 424,944

Source: Chronicle of Higher Education Almanac Edition, 2011-12

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The “Local” Competition• OTC (friendly)• Drury• Evangel (adult program)• Southwest Baptist• University of Phoenix• Webster• Columbia College• Lindenwood• William Woods• And others, no doubt

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Analysis of 2010 MO High School Graduates

Percent of graduates: State of Missouri Springfield R-XII

Entering 4 year college/university

36.4 41.5

Entering 2 year college 29.1 31.8

Entering post-secondary non-college

2.7 2.3

Entering work force 16.7 7.9

Entering military 3.0 2.9

Entering other field 5.4 12.7

Unknown 6.7 1.0

Source: MO Dept. Elem. & Sec. Ed., Graduate Analysis

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Enrollment of First-Time New in College from Selected SW MO Counties, Fall 2010 (preliminary)

  OTC MSUBarry 40 21

Christian 486 107

Dallas 56 19

Greene 1436 342

Laclede 209 20

Lawrence 105 33

Polk 118 26

Pulaski 156 23

Stone 116 18

Taney 196 24

Webster 233 34

Wright 56 11

Source: CBHE Statistical Summary

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Market Share of First-time Freshmen at Selected Four-Year MO Publics by Region: Fall 2009

Institution

Region MU UCM SEMO Truman MO State

NW MO

UMKC

Central 22 22 1 5 11 10 10

Northeast 38 9 7 10 12 5 2

Northwest 16 6 0 4 7 23 6

Southeast 29 3 22 8 11 1 2

Southwest 12 3 0 2 41 2 2

State 25 9 9 7 14 7 5

Source: CBHE Statistical Summary

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Projected Fall Enrollment in Degree Granting Institutions by Age

19 and under

20 to 24 25-29 30-34 35 and older

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

20102016

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The most elite colleges will always have…a ready supply of students. Many flagship state institutions also. For

students who cannot get into elite institutions or cannot afford them, the large, nearby public university

will be their ideal. But the total group that attends those types of institutions makes up far less than half

of college-goers, and it is shrinking.

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Community colleges and for-profit institutions should continue to thrive because of their reputations for

convenience. The rest…can expect to compete for students based on price, convenience, and the

perceived strengths of the institution.

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Educators are increasingly finding that students want to design their own curricula and find ways to learn in

their own style.

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For profit colleges spend up to a third of their operating budgets on marketing, while traditional colleges might

spend a maximum of 4 percent.

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If colleges expect to increase attendance, they also need to look into the high school dropout population.

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The location of a college, and the geographic spread of its influence and recruiting area, will be the most

significant factor in determining its flow of enrollees in the next decade.

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• 52% attending within 100 miles of home

• Only 15% applied only to one institution

• 70% plan to seek a master’s degree or higher

• 32% plan to seek a master’s or higher at the institution they’re attending

• Most are not first generation. At least one-fourth have one parent with a graduate degree.

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Reasons for deciding to go to college ranked as “Very Important” by highest percentage of students

• To be able to get a better job (85%)

• To learn more about things that interest me (83%)

• To get training for a specific career (78%)

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Reasons cited as very important to smallest percentage

• To make me a more cultured person (50%)

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Reasons most often cited as “Very Important” in deciding to go to this college

• Good academic reputation (62%)

• Graduates get good jobs (53%)

• Offered financial assistance (46%)

• Cost (41%)

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Personal objectives most often ranked essential or very important

• Being well off financially (77%)

• Helping others who are in difficulty (69%)

• Becoming an authority in my field (58%)

• Obtaining recognition for contributions to my field (55%)

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• 62% strongly or somewhat agreed that “the current economic situation significantly affected my college choice”

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Academic Challenges Identified by Committee

• Need for more flexibility with adjunct faculty.• “We’re already full. We can’t take any more.”• Complacency.• Inability to allocate/reallocate resources needed to

stimulate growth.  • Lack of premier academic program to attract students. • “Sustaining implies retention. Retention takes time and

effort. There is only so much time, and only so much effort available to give.”

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Target Worksheets

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Discussion