The Magic Mix: How People, Programs, Data and Technology Helped the University of South Carolina

Achieve Enrollment Success

AACRAO Strategic Enrollment Management ConferenceNovember 6, 2012

Scott VerzylKip Howard

Dr. Mary WagnerElizabeth Orehovec

About the University of South Carolina

Flagship campus founded in 1801

Located in the state capital – Columbia, SC

Carnegie Foundation’s highest research designation

Multi-campus system with decentralized administrative offices

Total Columbia enrollment: 30,721

Residency ratio: 65% in-state/35% out-of-state

Where We Were in 2004: Enrollment Management

Undergraduate Admissions Career Center

Student Financial Aid and Scholarships Veterans Services

International Programs for Students Visitor Center

Orientation and Testing

Kip Howard hired as Assistant Vice Provost for Enrollment Management Scott Verzyl hired as Director of Undergraduate Admissions

The mission of the department is to plan, implement and evaluate programs and services which support student enrollment and success at the University of South Carolina -Columbia. The department will also assume a campus-wide leadership role in enrollment related matters.

Where We Were in 2004: Guiding Principles

Supporting the mission and vision of USC

Providing programs and services which strive for excellence in content and delivery

Recognizing and valuing the importance of communication, collaboration and coordination within the department and with all university constituents

Acquiring and maintaining professional expertise within each unit and sharing this expertise with the university community

Educating the university about enrollment management issues and their relevance to student achievement

Maintaining the highest standards of ethical conduct as defined by the university and departmental professional associations.

Where We Were in 2004: 5-Year Enrollment Goals

Increase overall undergraduate enrollment by 75 students per year

Increase freshman class size by a total of 50 new students per year

Increase the number of African American freshman by 15 students per year

Increase the inner quartile SAT ranking of new freshmen incrementally by a combined total of 60 points

Develop a special residential program for high-ability students below Honors College level, beginning at 300 new students and increasing to 425 by 2010

Increase four year graduation rate from 39.8% to 47%

Increase six year graduation rate from 63.6% to 67%

Eight Years Later, We Have Exceeded Enrollment Goals

2004 2005 2006 2007 2008 2009 2010 2011 2012

17,68918,362 18,648 18,827

19,76520,494

21,383

22,556

23,500*Undergraduate Enrollment

* tentative until final data is released

Eight Years Later, We Have Exceeded Enrollment Goals

2004 2005 2006 2007 2008 2009 2010 2011 2012

3356

3659 3644 36553803 3867

4403

4569 4562Freshmen Enrollment

Eight Years Later, We Have Exceeded Enrollment Goals

2004 2005 2006 2007 2008 2009 2010 2011 2012

1149

1164

1171

1184

1194 11921187

11981201

11541159

11641169

11741179

11841189

Average SAT

Actual Avg. SAT Avg. SAT Goal

Eight Years Later, We Have Exceeded Enrollment Goals

2004 2005 2006 2007 2008 2009 2010 2011 2012

265308 312

288310 321 337 349 349

487

552597

518483 481

537

608

High-Ability Recruitment

Capstone Scholars Honors

Eight Years Later, We Have Exceeded Enrollment Goals

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 201078%

80%

82%

84%

86%

88%

90%

80.6%

81.7%

84.2%

84.9%

83.1%

85.8%

86.9% 87.2%86.7%

85.9%86.8%

Freshman to Sophomore Return Rate

Eight Years Later, We Have Exceeded Enrollment Goals

2000 2001 2002 2003 2004 2005 2006 200735%

40%

45%

50%

55%

60%

65%

70%

75%

39.8% 40.2%

44.9% 45.8% 45.7%

51.2%53.0% 53.9%

62.4% 62.8%

66.8%69.0% 67.5%

70.3%

Graduation Rates

4 Year 6 Year

How We Got Here: Overview

Organizational Change

Institutional Support

Innovative Programmatic Changes

Enhanced Recruitment and Marketing

Advancements in Technology and Infrastructure

Utilization of Data, Market Research, and Measuring ROI

How We Got Here: Organizational Change

2004

Process Oriented

Centrally Controlled

Staff Turnover

Approximately 35 FTEs

$$

2012

Entrepreneurial Oriented

Collaborative Approach

Staff Growth and Advancement

Approximately 75 FTEs

$$$$

2005

Enhanced Communication

Plan

Capstone Scholars

Increased Out-of-State Recruitment

2006

Strategic Scholarship Awarding

Telecounseling

Improved On-Campus Special

Events

2007

Modified File Review

Early Action

Partnerships with Academic Units

2008

Minority Recruitment (MOST,

Summer Seniors)

Scholarship Dinners

South Carolina Bridge Program

(Transfers)

How We Got Here: Programmatic Changes/Enhanced Marketing

2009

GARNET Alumni Recruitment

Network

More Effective Search Strategy

2010

Regional Recruitment

Initiative

2011

Guidance Counselor Advisory

Board

2012

Residential Bridge Program

How We Got Here: Programmatic Changes/Enhanced Marketing

Managing Our Increase

Fall 2004 Fall 2005 Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012

12,261 12,88713,804

14,769

16,790 17,42418,212

20,984

23,098 Freshmen Applicants

How We Got Here: Technology and Infrastructure

Hardware and Software

Upgrades

Online Status Check

Virtual Advisor

Data Warehouse

Website Redesign 1.0

Recruitment Database

Document Imaging

EMAS – CRM Mass Email Ability

In-House IT Staff

Enhanced Social Media

Presence

Office Intranet

Website Redesign 2.0

Online Chat Sessions

Banner

100% Online Applications

Utilization of Data, Market Research, and Measuring ROI

Historical data Past enrollment numbers Historical SAT/ACT data Descriptor Plus – Geodemographic tagging

Future market outlook Predictive modeling High school graduation rates Population Data

Competitor analysis EPS/EIS National Clearinghouse Secret shopping

Utilization of Data, Market Research, and Measuring ROI

Market research projects Web survey with juniors and seniors Print publication survey and focus groups Guidance Counselor survey

Measuring return on investment Event evaluations Recruitment travel assessment Blueprint for Performance Excellence

Big Picture Analysis

Market Segmentation and Return on Investment

Data-Driven Decision Making

Enrollment Summary: 2004 to 20122004 2012 Change

Freshman Applications 12,261 23,098 + 88%

Freshman Class 3,356 4,562 + 36%

Undergraduate Enrollment 17,689 23,500 + 33%

Average SAT 1149 1201 + 52 points

Freshman Honors Enrollment 265 349 + 32 %

Freshman Capstone Enrollment 0 608

First to Second Year Retention Rate 83.1% 86.8% + 3.7%

4 - Year Graduation Rate 39.8% 53.9% + 14.1%

6 - Year Graduation Rate 63.6% 70.3% + 6.7%

More Than Just Admissions

Registrar Joined Enrollment Management in 2006 Policy Review / Probation GPS – Graduation Planning Service

Visitor Center Visitor center traffic has doubled Personalization of the visit experience

Career Center Student development model Focus on internships Assessing where our students go after graduation Building relationships with companies worldwide

More Than Just Admissions

Financial Aid Manage increased demand while complying with federal mandates Leverage scholarships for maximum net tuition revenue

Focus on Retention Hired Director of Retention On-going collaboration with academic departments Identifying ways to improve student retention and graduation

Student Success Center Collaboration to ensure student success Cross-campus advising Tutoring, Supplemental Instruction (SI), and academic coaching

Final Thoughts and Questions