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Using Data to Unlock the 

Behavioral 

Patterns 

of  

Students 

and Their Institutions

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Defining Enrollment Management

What is

 Enrollment

 Management?

•   What are aspects of  Enrollment Management? 

•   Is it a linear or circular process?

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Recruitment

Enrollment

Retention

Progression

Graduation

Enrollment Management Cycle

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Plan

DoCheck

ActRecruitment

Enrollment

Retention

Progression

Graduation

Enrollment Management Cycle

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62,252   62,360   61,925   62,306   61,961   62,97359,303

53,55049,504

19,993   19,806   20,222   20,889   22,016   22,906 22,02719,515 17,961

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

2006 2007 2008 2009 2010 2011 2012 2013 2014

Annual Credit Enrollment and Distribution of  FTSE

Head Count FTSE

Source:  PCC Planning and Institutional Research

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Source:  National Center for Education Statistics

4.78%

8.80%

16.77%

0%

4%

8%

12%

16%

20%

National Arizona Pima

Enrollment Decline at Two‐Year Public Institutions 

2011 ‐ 2013

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Decreasing Enrollment

What factors

 potentially

 contribute

 to

 enrollment

 

decline?•   Internal pressures

•   External pressures

•   Environmental conditions

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Finance

Financial AidHR

Student

Enterprise Resource Planning

?

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Enrollment Management Unit•

  New 

department 

under 

Executive 

Director•   Reports to Vice Chancellor of  Institutional Advancement

•   Grouped with Marketing, Web Systems, Communications, Grants

•   Recruitment staff:  six recruiters, six campuses, 70 high schools

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Recruitment Metrics•

  Customer 

Relations 

Management 

solution•   Recruitment activity impact level

•   Sourcing channels

•   Geospatial analysis

•   Cost‐benefit

 ratio

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Business Intelligence Solution•

  Legacy 

reporting 

platform•   Three year roadmap

•   Collaboration between Information Technology and Institutional Research

•   Data Governance

•   Cultural change:

 data

 driven

 decisions

 and

 evidence

 based

 practice

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Institutional Priorities

Discuss your

 institution’s

 approach

 to

 leveraging

 

data to improve student outcomes and/or finances•   Is this approach more evidence‐based or anecdotal? 

What are

 the

 biggest

 gaps?

•   Are you “covering” the entire enrollment management 

lifecycle (admissions, retention, progression/completion, 

advancement)?

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Engaging Students

How do

 students

 have

 a voice

 in

 the

 prioritization

 

of  your efforts?•   Do you feel that your priorities are aligned with 

students’ priorities?

•   How do you know (is there a formal process to solicit 

student feedback)?

•   What might

 be

 done

 to

 improve

 student

 satisfaction

 

and institutional finances simultaneously?

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8/9/2019 Using Data to Unlock the Behavioral Patterns of Students and Their Institutions (254414530)

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Allocating Resources

How are

 academic

 resources

 (principally

 faculty)

 allocated? 

•   How is the zero‐sum capacity of  these resources 

prioritized between

 instruction,

 research

 and

 other

 

responsibilities?

•   How are staffing decisions made relative to cost, quality 

and support

 of 

 specific

 growth

 needs

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Tom 

Shavertshaver@aais.com

Steven J. Chang

sjchang@pima.edu