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Strategic Enrollment Management KCTCS Big E Symposium. Bob Bontrager April 30 , 2013. AACRAO. American Association of Collegiate Registrars and Admission Officers Nonprofit professional association based in Washington, DC 100 years, 11,000 members, 2,500 institutions, 40 countries - PowerPoint PPT Presentation
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Strategic Enrollment ManagementKCTCS Big E Symposium
Bob Bontrager
April 30, 2013
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 2
AACRAO
American Association of Collegiate Registrars and Admission Officers
Nonprofit professional association based in Washington, DC
100 years, 11,000 members, 2,500 institutions, 40 countries
Areas of expertise Strategic enrollment management Enrollment service operations Recruitment and retention strategies Financial aid utilization Academic /administrative coordination and collaboration Technology Implementations
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 3
Introductions
Bob Bontrager, Ed.D.
AACRAO Senior Director of AACRAO Consulting and SEM Initiatives Since 2007
Institutions Oregon State University: Associate Provost for Enrollment Management
(President’s Cabinet), Director of Admission and Orientation, Graduate Faculty, Director of Partnership Programs
Eastern Mennonite University: Vice President for Enrollment Management (President’s Cabinet)
Arizona State University: Assistant Registrar
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 4
Presentation Outline
Core Concepts of Strategic Enrollment Management
Focus on Retention
Implementing SEM
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 5
The Core Concepts of SEM
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 6
What is Strategic Enrollment Management (SEM)?
Strategic enrollment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals.
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 7
The Purposes of SEM are Achieved by…
Establishing clear goals for the number and types of students needed to fulfill the institutional mission
Promoting students’ academic success by improving access, transition, persistence, and graduation
Promoting institutional success by enabling effective strategic and financial planning
Creating a data-rich environment to inform decisions and evaluate strategies
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 8
The Purposes of SEM are Achieved by…
Improving process, organizational and financial efficiency and outcomes
Strengthening communications and marketing with internal and external stakeholders
Increasing collaboration among departments across the campus to support the enrollment program
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 9
The Core Concepts of SEM
Feedback & Discussion
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 10
Focus on Retention
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 11
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University CareerAttain
Degree/Goal
Completes SEP
Books in stock at Bookstore
Library Orientation
Effective degree audit
Effective Early Alert program
Faculty Letter of Recommendation /
intro to network
Effective Orientation
Good impression from
campus visit Talk to Univ. Rep / Employer
Intrusive Counseling
Meet with college outreach professional
Attends Lecture Series
Join club / participate in student
org
Connecting with faculty outside
classroom
Clean petition process
User-friendly application
process
Leverages Learning Center resources
Powerful learning experience in classroom
Financial Aid Support
Successful Completion
Get accurate perception from HS counselor
Placement Test Prep
PROGRESSENTRY COMPLETION
Potential First Time Student
CONNECTION
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 13
Traditional Enrollment Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University CareerAttain
Degree/Goal
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 14
SEM Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University Career AttainDegree/Goal
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 15
SEM Perspective
Recruitment/ Marketing
Admission
OrientationCo-curricular
Support
Academic Support
RetentionFinancial Support
Classroom Experience
The Student Success Continuum
Student’s University Career AttainDegree/Goal
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 16
Retention Example
Rethinking Admissions Criteria:Noncognitive Assessment
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 17
What is Noncognitive Assessment?
Noncognitive Variables1. Self- Concept
2. Realistic Self- Appraisal
3. Handling System/Racism
4. Long- Range Goals
5. Leadership
6. Strong Support Person
7. Community
8. Nontraditional LearningDr. William Sedlacek
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 18
1. OSU: enrollment growth selective admissions
2. Affirmative action challenges
3. Limitations of traditional admission criteria
4. Data
Why consider noncognitive assessment?
College Board * OSU Data(Correlation with 1st Yr OSU GPA; R-Squared Values)
AfAm APA Hisp NatAm Cauc Total
HS 0.08 0.14 0.12 0.18 0.14 0.15GPA 0.12 0.28 0.15 0.38 0.29 0.28
SAT 0.09 0.15 0.07 0.12 0.10 0.130.04 0.23 0.004 0.17 0.15 0.14
GPA+ 0.14 0.23 0.19 0.30 0.20 0.23SAT 0.15 0.37 0.17 0.46 0.33 0.31
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 20
Insight Resume 1. Community service
Explain what you have done to make your community a better place to live. Give examples of specific projects in which you have been involved over time.
2. Handling systemic challengesDescribe your experiences facing or witnessing discrimination. Tell us how you responded and what you learned from those experiences and how they have prepared you to contribute to the OSU community.
3. Goals/task commitmentArticulate the goals you have established for yourself and your efforts to accomplish these. Give at least one specific example that demonstrates your work ethic/diligence.
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 21
Insight Resume4. Leadership/group contributions
Describe examples of your leadership experience in which you have significantly influenced others, helped resolve disputes, or contributed to group efforts over time. Consider responsibilities to initiatives taken in or out of school.
5. Knowledge in a field/creativityDescribe any of your special interests and how you have developed knowledge in these areas. Give examples of your creativity: the ability to see alternatives; take diverse perspectives; come up with many, varied, or original ideas; or willingness to try new things.
6. Dealing with adversityDescribe the most significant challenge you have faced and the steps you have taken to address this challenge. Include whether you turned to anyone in facing that challenge, the role that person played, and what you learned about yourself.
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 22
Implementation Group of 30 scorers
– Cross-department representation– Intensive training– Read 20 IRs per hour
Scoring– Range: 1-3– Scoring guide
Loading scores into SIS‒ Scholarship awarding‒ Academic advising
Quarterly feedback forums
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 23
Outcomes
First year GPA: No correlation
First- to second-year retention
80.5% 85.3%
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 24
Focus on Retention
Feedback & Discussion
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 25
Implementing SEM
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 26
SEM Organizational Framework
SEM Steering CommitteeLong-term enrollment goals, securing the approval of strategies through appropriate
institutional channels, communication with Executive Cabinet
Recruitment CouncilDevelop 3-4 strategic goals for new student
recruitment; review and approve sub-committee action plans; recommend to SEM Steering Committee
Retention CouncilDevelop 3-4 strategic goals for retention and
graduation; review and approve sub-committee action plans; recommend to SEM Steering Committee
Data TeamEnvironment scanning, student enrollment behavior research,
enrollment models, provide data to councils as needed
3-4 Sub-CommitteesAction plans, time lines and metrics for
each strategic goal
3-4 Sub-CommitteesAction plans, time lines and metrics for
each strategic goal
Executive LeadershipInstitutional strategic plan, approval and champions of strategic enrollment goals and initiatives
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 27
SEM Process FrameworkN
ew o
r rev
ised
goa
ls
Data gathering and assessment:Internal culture/ environment, student enrollment
behaviors and scan of external environment
Process steps Performed by
Smaller group of staff and facultyadept at economics and data use
Use data results to establish focused goals each for recruitment, retention,service, etc., and enrollment projection models
Goals recommended by SEM Recruitmentand Retention Councils; models developed
by Data Team
Approve strategic goals and enrollment projection models
Executive leadership,SEM Steering Committee
Develop action steps, accountability, and metrics SEM councils and sub-committees
Implement action steps Appropriate staff andfaculty departments
Monitor progress,Report results to campus and executive leadership
SEM Steering Committee,Chief Enrollment Officer
Additional requests, clarifying questions
Changesto goals
Mid-course adjustm
ents
Align institutional strategic plan withbroad enrollment targets and desired mix of students
Executive leadership,SEM Steering Committee
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 28
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 29
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Clarity of institutional mission, vision, goals
Core competencies
Strategic direction
Aggregate enrollment goals
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 30
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Student categories: first year, transfer, dual enrollment, voc/tech, developmental ed, certificate, face-to-face/online, etc.
Desired student groups: racial/ethnic diversity, academic ability, 1st gen
Geographic origin: local, regional,
Recruitment, retention, completion
Institutional capacity
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 31
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Internal benchmarks: KEI numbers over the past 3-5 years
Environmental scan− Demographics− Economics− Market opportunities− Competition
Institutional research plan: designated reports and production schedule
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 32
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
5-10 year KEI targets Focus: the institution’s
desired future
Based on: mission, data, and environmental scanning
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 33
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Staffing: skill sets, strategic deployment
Systems: policies, procedures, technology
Capacity for making effective enrollment decisions : positions, reporting lines, committees
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 34
SEM Planning Framework
Tactics
StrategiesEnrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Increase new students of specified types
Increase retention rates, specifically by student types
Utilize emerging technologies
Financial aid/scholarships Academic programs: mix
and delivery systems
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 35
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Marketing/branding initiatives
Academic program review Multilingual recruitment
materials Targeted interventions for
students in high risk courses
Enhanced academic advising
Streamlined admission procedures
Purchase a new CRM system
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 36
SEM Planning Framework
Tactics
Strategies
Enrollment Infrastructure
Strategic Enrollment Goals
Data Collection and Analysis
Key Enrollment Indicators
Institutional Strategic Plan
Consistently meeting goals over the long term
− Enabling more effective campus-wide planning
− Revisions to the institutional strategic plan
− Academic planning: curriculum, faculty needs
− Facility planning− Financial planning
Achieving the institution’s desired future
SustainableEnrollmentOutcomes
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 37
Implementing SEM
Feedback & Discussion
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 38
Resources
SEM Conference, November 10 - 13, Chicago
New SEM Quarterly journal
College & University journal
AACRAO books (www.aacrao.org/publications/) SEM: Transforming Higher Education (2012) SEM in Canada (2011) SEM at the Community College (2010) SEM and Institutional Success (2008)
KCTCS • Strategic Enrollment Management Presentation • April 30, 2013 39
Thank you!