Strategic Enrollment Management University of Vermont Welcome Presented

Strategic Enrollment Management University of Vermont Welcome Presented by Dr. Jim Black www. semworks. net

SEM Definition Strategic Enrollment Management is a comprehensive process designed to achieve and maintain the optimum recruitment, retention, and attainment of students where “optimum” is defined within the academic context of the institution. Dolence www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Background Beliefs and Values Academic Ability Motivation Initiative Self. Discipline Adaptability Interpersonal Skills Intentions Ability to Pay Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Internal and External Variables Student Enrollment Behavior Demographic Trends Pricing Competition Political Pressures Societal Pressures Financial Pressures © 2003, Black’s EM Model Quantitative Goals Headcount; FTE; SCH Qualitative Goals Standardized Test Scores; HS GPA; College GPA, Class Rank Diversity Goals Ethnicity; Gender; Residency; Program Persistence Goals Capacity Goals Net Revenue Goals Retention Rates, Satisfaction Level, Graduation Rates Classroom Capacity; Adequate Sections; Class Size Discount Rate; Full Paids; Out-of-state Ratio Marketing Awareness Recruitment Interest Admissions Commitment Yield Enrollment Retention Persistence Service Satisfaction Learning Education Alumni Relationship Institutional Loyalty Institutional Image www. semworks. net

Enrollment Management System Student Environmental Characteristics Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Background Beliefs and Values Academic Ability Motivation Initiative Self-Discipline Adaptability Interpersonal Skills Intentions Ability to Pay © 2003, Black’s EM Model www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Student Enrollment Behavior Demographic Trends Pricing Competition Political Pressures Societal Pressures Financial Pressures © 2003, Black’s EM Model www. semworks. net

Vermont High School Grads 2001– 02 to 2017– 18 10, 000 8, 000 6, 000 # of Grads 4, 000 2, 000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Years Source: Western Interstate Commission for Higher Education (2003, December)

Source: Western Interstate Commission for Higher Education (2003, December)

Vermont Market Size Source: NCES, ACT, IPEDS www. semworks. net

Source: Western Interstate Commission for Higher Education (2003, December)

Dance with who brung ya. • Fully penetrate your primary market • Increase awareness in your secondary market • Experiment with potential tertiary markets www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Quantitative Goals Qualitative Goals Diversity Goals Persistence Goals Capacity Goals Net Revenue Goals © 2003, Black’s EM Model www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Objectives Quantitative Goals Qualitative Goals Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Headcount; FTE; SCH Standardized Test Scores; HS GPA; College GPA, Class Rank Diversity Goals Ethnicity; Gender; Residency; Program Persistence Goals Retention Rates, Satisfaction Level, Graduation Rates Capacity Goals Classroom Capacity; Adequate Sections; Class Size Net Revenue Goals Discount Rate; Full Paids; Out-of-state Ratio © 2003, Black’s EM Model www. semworks. net

Market Demand High Demand Low Cost Excess Capacity Class/ Faculty Capacity Cost to Deliver www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Outcomes Enduring Effect Enduring Behavior Marketing Recruitment Admissions Yield Retention Service Learning Alumni Learning © 2003, Black’s EM Model Alumni www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Desired Strategies Outcomes Marketing Enduring Effect Enduring Behavior Awareness Recruitment Interest Admissions Commitment Yield Enrollment Admissions Yield Retention Service Satisfaction Service Learning Education Alumni Learning © 2003, Black’s EM Model Persistence Relationship Alumni www. semworks. net

Cradle to Endowment Model Loyalty Graduate Alumni Strategies Dissonance/ Bonding Enrolled Retention Strategies Admit Yield/Fin Aid Strategies Commitment Action Applicant Admissions Strategies Interest Prospect Recruitment Strategies Awareness Suspect Marketing Strategies www. semworks. net

Enrollment Management System Student Characteristics Environmental Factors Institutional Goals Institutional Objectives Institutional Strategies Desired Enduring Outcomes Effect Enduring Behavior Institutional Loyalty Institutional Image © 2003, Black’s EM Model www. semworks. net

Institutional Loyalty • competitive advantage • student satisfaction • “word of mouth” recruiting • student retention • student loyalty • fundraising • institutional image • institutional vitality www. semworks. net

Undergrad Admissions Continuing Education Retention Areas Academic Advising EM Plan Institutional Studies University Relations Financial Aid Academic Units www. semworks. net

Aid Ma rke ting tment n io nt te Re Core Business Functions Recrui Fi na nc ia l Enrollment Management s e ervic S www. semworks. net

Marketing Welcome www. semworks. net

Who are we? • How is our institution unique? • How are our programs unique? • What is the value proposition? www. semworks. net

Brand Identity Your brand resides within the hearts and minds of current students and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. www. semworks. net

n io t a nt e gm e S Marketing Power Consistency Fr eq u en cy www. semworks. net

Marketing Power • • right message right medium right person right time www. semworks. net

Marketing Segmentation geographic or geodemographic areas of interest psychographic cycle time or funnel position www. semworks. net

Vertical Marketing Least Effective Broadcast Segment Most Effective All Prospective Students Targeted Individual Customized www. semworks. net

Vertical Marketing • • face-to-face direct mail telecounseling e-mail Web chats vertical portals digital publications www. semworks. net

Sample Market Segments • • • freshmen transfers international students graduate students continuing ed students GAP students stop-outs current students VT students minority students honors students parents www. semworks. net

Marketing Segmentation Market Segment Barriers Motivators Influencing Choice www. semworks. net

Integrated Marketing • • • Brand identity Message Design Navigation Campus tours Student relationship management • • Internal voice Intervention Student services Hiring practices Training Signage Environment www. semworks. net

Recruitment Welcome www. semworks. net

Choices, Choices www. semworks. net

Student Recruitment/Branding Principles • Decisions are influenced by relationships • Prospective students want to be treated as individuals • Multiple channels of communication are the most effective • Every interaction with a prospective student is a “moment of truth” • Response time matters www. semworks. net

Source: Arts & Science Group, 2004 www. semworks. net

Is this your Admissions Office? Intellectual overload? Emotional relevance? www. semworks. net

Campus Visits Consider everything the student has to experience before he/she gets to the service - then engineer every detail of the student’s experience. Create student delight! www. semworks. net

Creating a Memory www. semworks. net

Inquiry Generation Strategies Graduate Enrolled Admit Applicant Prospect Suspect • • • Direct mail solicitations School visits Point of sale posters Broadcast advertising Movie screen advertising Directory advertising Billboards Postcards Web site Web banners E-mail www. semworks. net

Recruitment Strategies Graduate Enrolled Admit Applicant Prospect Suspect • Capture – Self-initiated – Solicited – Referred • Qualify – – Predictive modeling Telecounseling Inquiry source ratings CRM • Grade • Cultivate www. semworks. net

Recruitment/Cultivation Strategies Graduate Enrolled Admit Applicant Prospect Suspect • • • • GPS campus visits Area receptions Private visits Telecounseling calls Faculty calls Alumni contacts Parent-to-parent contacts Instant messaging Web chats Web portals Personal notes E-mails Digital publications www. semworks. net

Yield Strategies Graduate Enrolled Admit Applicant Prospect Suspect • Admitted student open houses • Admitted student receptions • Orientation • Current student calls • Personalized video • Text messages • Web chats • On-line communities • Web diaries • Vertical portals www. semworks. net

Contact Plans • right message, medium, person, time • sequencing • synergy • quality, quality • differentiate • personalize • mass customize www. semworks. net

Retention Welcome www. semworks. net

Retention Model PRE-ENTRY ATTRIBUTES GOALS & COMMITMENTS (T 1) INSTITUTIONAL EXPERIENCES ACADEMIC SYSTEM PERSONAL / NORMATIVE INTEGRATION FORMAL FAMILY BACKGROU ND ACADEMIC PERFORMAN CE INTENTIO NS SKILLS & ABILITIES PRIOR SCHOOLIN G FACULTY / INTERACTION STAFF S ACADEMIC INTEGRATI ON INFORM AL GOAL & INSTITUTION COMMITMEN AL TS EXTERNAL COMMITMENTS FORMAL EXTRACURRICUL ACTIVITIES AR PEER-GROUP INTERACTIONS INFORMA L SOCIAL INTEGRATI ON GOAL S& COMMITENTS (T 2) INTENTIO NS OUTCOME DEPARTU DECISION RE GOAL & INSTITUTION COMMITMEN AL TS EXTERNA COMMITMEN L TS SOCIAL SYSTEM Tinto’s model of institutional departure (1987) www. semworks. net

High-Risk Students High-Risk Experiences Success Experiences Low-Risk Students www. semworks. net

Neither Influence Control www. semworks. net

High-Risk Experience We Control • • Academic advising Lack of an academic plan Class availability Large class size No early academic performance feedback Institutional bureaucracy Institutional policies www. semworks. net

High-Risk Experience We Influence • Institution not the student’s first choice • Expectations prior to enrollment that are incongruent with reality • From the first day of orientation to the first day of classes • Class schedule • Enrolled in high-risk courses • Enrolled < 13 hours • Enrolled > 18 hours www. semworks. net

High-Risk Experience We Influence • • • Unknown student life expectations Unknown classroom expectations Not attending class First semester academic performance Integrated into the institution’s culture Not connecting with others Living off-campus Parking Working 20+ hours per week Inadequate finances to pay for college www. semworks. net

Retention Strategies Graduate Enrolled Admit Applicant Prospect Suspect • • • Financial aid Transition course Learning communities Service learning Early intervention Peer mentor Supplemental Instruction Academic support Developmental advising www. semworks. net

Student Services Welcome www. semworks. net

Delivering on the Promise of the Brand Student Experience Brand Promise Moments of Truth Employee Experience Brand Loyalty www. semworks. net

The Brand Promise • • • The brand promise matters Embedded in the culture – the institution’s DNA A covenant between the institution and the student A student expectation waiting to be fulfilled Aligned with student and employee experiences Lived through services, business transactions, information delivery, human interactions, and learning experiences www. semworks. net

The Brand Promise Employees become institutional trust agents. www. semworks. net

The Student Experience Advising Orientation Source: UNC INTEGRATED STUDENT SERVICES Student Success Residence Life Registration Financial Aid Admission www. semworks. net

Managing Moments of Truth www. semworks. net

The Brand Experience Alum Graduating Student Current Student Prospective Student www. semworks. net

Questions? www. semworks. net

Shaping the Academic Profile 2 Recruiting New Students Enhancing 1 Diversity Enrollment Regional FROM Influencing 3 TO Management 4 6 National Improving Retention Image 5 Building Loyalty www. semworks. net