The Enrollment Funnel

Scott SmileyDirector of AdmissionsUniversity of Texas of the Permian Basin (UTPB)

What is it and Where did it come from?

Businesses have long used the sales/marketing funnel as a visual tool.

As enrollment pressures began to hit institutions across the country, more and more turned to existing business tools to reach their goals.

Has become the foundation for assessing certain activities in enrollment management.

The Funnel

Visual representation of recruitment efforts

Easily understood by administrators and faculty

Can be segmented based on the target populations

Analysis of yield can determine strategic and tactical activities

The Funnel

Conversion Rate Prospects/Inquiries to

Applicants Applicants to Admits

Yield Rate Admits to Enrolled

Example: Freshman 2013 Funnel

_________ 12,370

___________ 1,684 (13.6% Conv.)

_____________ 718 (42.6% Conv.)

_______________ 362 (50.4% Yield)

Example: Transfer 2013 Funnel

_________ 1,532

___________ 1,448 (95.5% Conv.)

_____________ 990 (68.4% Conv.)

_______________ 590 (59.6% Yield)

Decision Points Funnel

Entering the Funnel

Decision Points(Institution & Admission Counselor)

Inquiry/Prospect/Suspect Inst - Image Building, Brand Awareness, Positioning

(Search, Direct Mail/E-mail, Advertising/Publications)

AC – College Fairs, HSV, Follow-up E-mails, Invitations to Events

Applicants Inst – Market Position Enhancement – How do we

compare to possible applicant set? What sets us apart?

AC – follow-up by major & interest areas, personalize communication, Connect and engage with students, help with application completion

Decision Points (Institution & Admission Counselor)

Admits Inst – Admission & Financial Aid Offers, Yield and

Enrollment Activities AC – Engage students and parents about

scholarship & financial aid, events to connect students (regional send-offs, social media outreach, phone calls (faculty & students), get student to enroll/register for classes

Matriculants/Continuing Students Inst – Profile of Students, Retention Strategies AC – Assess yield (multi-level assessment – i.e.

demographics, academic) – Adjust strategic and tactical efforts based on assessment data.

Decision Points (Institution & Admission Counselor)

Alumni Inst – Develop Loyalty, Connect before Graduation AC – Develop relationship with alumni in regional

areas and professional fields for volunteer efforts

Yield’s Impact

See Handout

With everything held constant, with the exception of an increased yield rate of 2 percentage points generates $213,114 in Tuition/fees over a four year period.

Only 11 new students difference

If retention increases, an even more dramatic impact on revenue occurs.

Yield’s ImpactACCI: Impact of Yield and Retention on EnrollmentFreshman Yield/Retention Analysis

Soph. Jr. Sr.Yield Rate 50.42% Retention Rate 75% 85% 90%Yield Rate (2nd Year - Fall 2014) 52.00%

Fall 2013 Cohort Conv/Yield

Fall 2014 Cohort Conv/Yield

Prospects 12370 12370

Applicants 168413.61

% 168413.61

%

Admits 71842.64

% 71842.64

%

Enrolled 36250.42

% 37352.00

%Sophomore 271 75% 280 75%Junior 231 85% 238 85%Senior 208 90% 214 90%

Total Enrollment (added by each cohort) 1072 1105

Tuition/Fees Total Revenue from Cohort*

$6,922,976

$7,136,090

*($6458/year times cohort # retained) 11 StuChange $213,114

(additional revenue over 4 years)

(Housing/incidentals not included)

The Enrollment Funnel

Use the prospect to enrolled funnel as the foundation for assessment

Evaluate if there are significant differences based on region (if regional recruitment assignments), ethnicity, gender, majors…

Determine primary entry/exit stealth inquiries (first contact is app – usually

transfers & grads…) Primary sources generating prospects to enrolled Summer Melt (deposit or registered but did not

enroll)

Example of Benchmarks

Example of Conversion/Yield Rates

The Enrollment Funnel Sources SEM Works. (2010). 7 Effective Faculty-Delivered

Student Recruitment Strategies

Machado-Taylor, M., Peterson, A., Taylor, J., & Wilkinson, R.B. (2007). A Practical Guide to Strategic Enrollment Management Planning in Higher Education. Virginia Beach, VA: Educational Policy Institute.

 

Henderson, S. & Swann, C., (1998). “Strategic Enrollment Management: Understanding Yield”. Dolence, M. (pg 87). Handbook for the College Admissions Profession. Washington, D.C., American Association of Collegiate Registrars and Admissions Officers.