Creating an Enrollment/Marketing Management Information Matrix

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Creating an Enrollment/Marketing Management
Information Matrix

• Maureen Pettitt, Director
• Beth Hartsoch, Analyst
• Office of Institutional Research
• Skagit Valley College

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Presentation Overview

• Why an Information Matrix?
• How to organize?
• How to access?
• Collaboration
• Key Questions
• Information Resources
• Technical Aspects
• Implementation Feedback
• Maintenance
• Other Uses of the Matrix

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• We could have called it the Enrollment
  Management Information Grid instead of the
  Enrollment Management Information Matrix
• but then we couldnt have used these cool
  pictures in this presentation!

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Why?

• Registrar IR jointly publish an Annual
  Enrollment Report with lots of interesting
  enrollment data and trendswhich hardly anybody
  usesyet both offices get requests on a regular
  basis for enrollment-related information
• The current system in Washington for supporting
  programs (high-demand, high-salary) has made
  access to additional information an imperative
  for program planning
• Were running as fast as we can.

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Borrow Shamelessly!

• Presentation of a matrix by David Kalsbeek from
  DePaul University Market MetrixTM
• Information tool for specific graduate school
  programs at DePaul
• Focus on market share/performance, industry
  trends, competition, etc.
• Modified the idea for a community college
  environment
• a web-based grid with links to information that
  would assist program chairs, the Enrollment
  Management Committee, PIO and administrators with
  planning and decision making

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How? Initial Thoughts on X-Y Axes
Key Enrollment Management Questions
External
Data Source or Focus
Internal
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Where? The Web, of course

• Alternative to phone and email requests for data
• Increasing amounts and quality of data on the web
• Much faster and wider access
• Fewer piles of folders on my desk/their desk

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Collaboration
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Collaboration

• We took the initial version of the matrix (filled
  in with some of the current information
  resources) to the Enrollment Management Committee
• The committee had suggestions for refining key
  questions and for additional information
• We also realized we needed to give non-research
  and low-tech folks some instructions on how to
  find information on some of the web sites

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Key Enrollment Management Questions

• Where is our potential market and what is the
  outlook for that market?
• What are the prospects for students taking
  classes at SVC?
• What is the profile of our applicants and current
  students?
• How successful and satisfied are our students
  upon completion/departure?

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Information Resources

• Questions drove the identification and selection
  of information resources (rather than the
  opposite)
• Resources included information from admissions
  registration, IR data, State Board, Workforce
  Explorer, Census data, etc.

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Examples Information Resources

• Census
• Population projections, distributions in the
  counties by age, ethnicity, education
• OSPI
• Enrollment by grades, ethnicity, gender and
  dropout and grad rates in the counties school
  district
• OFM
• Washington State Population Survey, population
  projections and trends, projected higher ed
  enrollments, degrees awarded by major,
  participation rate by county

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Examples Information Resources

• Workforce Explorer (ES/LMEA)
• Occupational employment wages, county profiles,
  current employment statistics, job vacancies by
  WDA
• IPEDS PAS
• Comparison with peer institutions on IPEDS data
• SBCTC/WTECB
• SBCTC Fall Annual Reports, Job Training
  Results, Mobility Reports

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Examples Information Resources

• Internal
• Enrollments
• Graduation Data
• Clearinghouse data for high school grads in SVC
  district
• Data on applicants (Admissions)
• CCSSE results

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Technical Aspects
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Development

• Developed matrix in Excel IT recreated matrix in
  Front Page
• Each cell links to a page with a list of links to
  relevant information, both internal documents and
  external web resources
• Copy/paste page content into templates provided
  by IT for use on the Intranet documents reside
  in a downloads folder in the Intranet file
  structure
• Used relative links to facilitate transfer to the
  Intranet file structure

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Implementation Feedback Loop
IR and IT create draft matrix
Revise matrix to address user needs
Users provide feedback via web survey
Post matrix on SVC intranet
Enrollment Mgmt Committee, Faculty and
Administrators use matrix
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Maintenance Evaluation
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Maintenance Issues

• Can be maintained by IR via the Intranet
  administration site where pages were created
• Changes can be made in the admin site, or in
  Excel or Word files then copied/ pasted into the
  templates through the admin site

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Quarterly Evaluation

• Plan to update once per quarter
• Take into account survey results
• Keep track of potential changes in a file on the
  shared drive
• Evaluate potential changes and update as
  appropriate

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• Everything that has a beginning has an end
• except for web-based data tools
• Our matrix needs to be continuously
  revolutionized (read maintained)
• IR is responsible for the matrix -- checking
  links, adding current info, etc.
• IT provides platform, templates

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The matrix has value for a number of college
activities besides enrollment planning and
management
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• Grant Writing
• An easily-accessed information source for grants
• Strategic Plan Revision
• A good resource for external scanning process in
  conjunction with revision of the colleges
  strategic plan this year

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