Enrollment Management Workshop 2018

Presidents Expanded Cabinet

11/30/18

State of Higher Education:

More Seats than Students

Lower Enrollments--Beginning in Northeast, Midwest, Now Spreading

Smaller Colleges Closing or Merging

Programs Closing or Merging

Selectivity Changes

Alternative Providers

2

Newer Enrollment Headwinds

Decreasing Price Differential SUNY CCs to State Ops

Increasing Flexibility of Privates and Other CCs

State Op Schedule/Delivery Changes

New Pricing Strategies for Privates

Crowded Dual Enrollment Marketplace

Return of For Profits

Growth in Online Providers

Industry Training / Declining Interest in Degree

Tightening Transfer Pathways

3

4

SUNY

SUNY Fall Enrollment

5

-9,077

6

HeadcountFall 2018 12,273 -4.9%Fall 2017 12,907

Brighton Only 10,010 -5.5%Downtown Only 1,009 +2.3%Brighton & Downtown 1,032 -2.7%

Dual Enrollment 4,317 flat

MCC Fall Enrollment

SUNY CC Fall to Fall Enrollment

7

Preliminary 17-18 Headcount

Range +6.7 to -22.1

6 CCs with increasesAvg 3.2%

24 CCs with decreasesAvg -5.7

SUNY FT Undergraduate Trend

8

-3,220

SUNY CC FT Undergrad Enrollment Fall to Fall

9

Preliminary 17-18 Headcount

Range +4.4 to -27.5

4 CCs with increasesAvg 2.4%

26 CCs with decreasesAvg -10.2

SUNY State Op to CC: 2018 Cost Comparison

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State Operated Colleges Community Colleges

Tuition Discounting Continues to Grow

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What Impacts Enrollment?

Factors

Continuous decline in high school graduates

Online programs and competition for NYS students from out of state institutions

Four-year private and public institutions continue to enroll students below their selectivity matrix in effort to meet enrollment goals, driving competition

Four-year private and public institutions offer dual credit programs within our service area

Private institutions continue to offer deep tuition discounts

Excelsior may have played a critical role in boosting the SUNY 4 year college enrollment

Area four-year institutions have increased enrollment, some due to previously under enrolling their freshman class

NOVEMBER 21, 2018 13

Projected Graduates New York State

3 DECEMBER 2018 14

184,639

185,856

181,268

179,163

173,806 174,185

175,093

173,851 174,044

176,767

178,172

176,958

173,825 173,370

184,639

170,000

172,500

175,000

177,500

180,000

182,500

185,000

187,500

2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 2023/24 2024/25 2025/26 2026/27 2027/28 2028/29

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New York State

New York State 2015/16 Actual

Take out NYC and Long Island

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85,403 85,250

81,754 81,575

79,878

78,233 78,142

76,496

75,327

76,318 76,031

75,218

73,516

72,237

85,403

70,000

72,500

75,000

77,500

80,000

82,500

85,000

87,500

2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 2023/24 2024/25 2025/26 2026/27 2027/28 2028/29

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NYS Excluding NYC and Long Island

NYS Excl. NYC, LI 2015/16 Actual

Projected High School Graduates Monroe County

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7,657 7,637

7,167

7,338

7,035

6,948 6,897

6,611

6,674

6,939

6,817 6,784

6,725

6,633

7,657

6,400

6,600

6,800

7,000

7,200

7,400

7,600

7,800

2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 2023/24 2024/25 2025/26 2026/27 2027/28 2028/29

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Monroe County

MONROE County 2015/16 Actual

Retention Impacts Overall Enrollment

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62.0%

64.0%

63.0%

57.0%

61.0%

59.0%

61.0% 61.0% 61.0% 61.0%

52.0%

54.0%

56.0%

58.0%

60.0%

62.0%

64.0%

66.0%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

First Time, Full Time Retention Rate

Opportunity

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Where are the students?RFP for Academic Program and Market Demand Analysis

Academic Program Demand and Market Analysis

Assess market demand for current/new programs

Make recommendations as to where MCC may have opportunity to increase enrollment

Delivery modes, scheduling, assess master schedule to align with enrollment growth opportunities

Admissions and Marketing

Review of overall marketing plan and make recommendations as to where opportunities exist to reach target markets and how best to reach them

Review and make recommendations to our social media and digital strategies

Lead generation and prospect management activities

Review and make recommendations to our inquiry and prospect management system and communication to potential students in his phase of the enrollment funnel. Special attention should be given to priorities strategies that may have the biggest impact on enrollment

Admissions CRM operations

Review and recommendations to the staffing and organizational structure related to the CRM

SEM

Review the written SEM Plan to ensure that we articulate where we will prioritize our enrollment efforts to meet enrollment goals

Ensure we clearly articulate that we will grow enrollment through offering programs that are in demand and at times and delivery modes that students will likely enroll.

Assist in developing a short and long term plan3 DECEMBER 2018 19

3 DECEMBER 2018 20

The Changing World of Enrollment

Reimagining and Strengthening Our Services

Marketing

Deb Davis, promoted to Director 1

Admissions

New Director, Sarah Hagreen

New Assistant Directors, Julie Slate and Christie Smith

Testing Services

Associate Director (Search forthcoming)

Advisors (2) Temporary

Advising and Transfer Services

New Director, Holly Wynn-Preiche

All Advisors promoted to Enrollment Specialists

Registration and Records

Added Graduation Services

Financial Aid

New Director of Financial Aid Operations, Melissa Jarkowski

Jerome St. Croix, Director of Financial Aid Compliance, relocated to the Downtown Campus, resulting in fully operational financial aid and scholarship services

21

Admissions

Return To Complete

New initiative, college wide collaboration

122 contracts returned, 92 spring applications, 52 registered (equates to 19 FTE to date)

Former students who have not enrolled at MCC for the past three years or more due to debt owed to the College, Return to Complete allows students to put off making payments on their past due balance and return to MCC to complete their degree

NYC Outreach

Fall 2018: 1+3 NYC Brockport/ MCC Accepted Student Bus Trip: yielded 21 students

Online Outreach and Recruitment

Virtual services

Developing new inquiry communication for potential online students

Fall 2019 Outreach and Recruitment

College fairs, high school programs, community events: 80 scheduled so far. Increased from 68 events in Fall 2017

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Marketing

New Marketing, Recruitment and Retention Efforts

• New TV Commercials, Open Doors Campaign

• New Radio

• Direct mail

• Geofencing

Retention focused

Reached 22,035 users

• Digital Strategy

Display ads, Google Paid Search, YouTube, Facebook, Instagram, retargeting

• Outbound Calling Projects

Clearing House List

Accepted Not Registered

Strong ROI

Next Step….Program Marketing3 DECEMBER 2018 23

Testing Services

Testing Services

Fall 2018 to date, proctored 2,000 exams

Accommodated Exams

September 1,2018-November 16, 2018; 1296 exams given

Off Campus Testing

January 1 – November 12, 2018; 130 students have taken Accuplacer via remote proctor

More than half of those 130 students are from the NYC area

We have sent out over 300 vouchers for remote testing requests

Last year we have tested 363 students at their local high schools, encompassing 24 local high schools

TASC

6 test sessions since January 2018

Of the 32, 1 registered for Fall 2018 and 2 have registered for Spring 2019. 17 of those testers are from the Court to College program, and many of them go back to the program after testing

Revenue-Generating Exams

September 1, 2018 – November 13, 2018; 575 testers

In 2018, our grand total was $56,895.20 in revenue, an increase of 33% over 2017 revenue

So far, for 2018-2019, we have earned $10,714, which puts us $1,277.90 over revenue for this time last year

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Financial Aid

EAB recommends a Financial Aid Lab

Financial Aid relocates services to the shared space with the Advisement Center

More accessible and visible location for students

Students offered on the spot FA advising

– 7/1/18 to 11/16/18, number of students seen:

• Advisors (Fastlane) 4,790

• Appointments 600

• Financial Aid Lab 975

• Total 6,365

Verification

In aid year 2017-2018, Financial Aid processed 19,636 applications

8595 were selected for verification (44%)

4484 were verified (an increase of 209 from 16-17)

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Financial Aid

Financial Aid continues to provide services both on and off campus

Provide services for both new and continuing students

Strategic partner with Rochester College Area Network (RCAN) to train community members on assisting students with FAFSA completion

Cross training MCC staff to assist with FAFSA application

Provides Financial Aid Workshops at local high schools and community centers

Will being utilizing Starfish for appointments February 2019

FATV will be implemented in 2019, using AI (Artificial Intelligence) technology to provide 24 hour service to students

3 DECEMBER 2018 26

Advising and Transfer Services

New advisement model

All new students will be assigned an academic advisor upon admission

Shared space with FA, offering a unique one stop experience

Advisement and Transfer Services staff are the largest users of Starfish

In 17-18, advisor saw 2839 Starfish appointments

Between September 2 and October 15, they have already seen 496

Advisement supports the AR Days in the high schools

Continue to support current students with their advisement needs

Collaborating with Admissions to support off campus recruitment

Established, with the Downtown Campus, an adult student support

network, Rising Eagles

3 DECEMBER 2018 27

Continue to identify and eliminate barriers

Expanded Saturday Enrollment Services

Evening hours

Monday-Thursday Peer Navigators evening services at the Welcome Desk

Virtual Services in each enrollment office to support current and future online students

FATV will offer AI (Artificial Intelligence) and Live Chat for Financial Aid, Admissions, Registration and Records and Advisement and Transfer Services

Assess programs and services and expand those that are proving effective such as FYE and Orientation

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Revisiting our Strategies

3 DECEMBER 2018 29

Where Do We Go Next?

Rise Up

• Market Demand Research

RFP, two vendors have been selected to present at MCC

• Surveying Students – Find out what we don’t know

Applied, application incomplete

Accepted not registered

Current students not returning

Students in our community with some college, no degree

• Explore possible new strategies to attract students

Adult Evening Academy

One Plus Job

• Communication audit

• Collaborate with IR to ensure we have accurate and transparent enrollment data

• Continue to utilize CAS assessments for Student Service Offices

3 DECEMBER 2018 30

© 2015, Monroe Community College

Questions

Christine Casalinuovo-Adams

Associate Vice President, Enrollment Management

ccasalinuovo@monroecc.edu