Strategic Enrollment Management

1
COLLEGE OF CENTRAL FLORIDA

• Strategic Enrollment Management
• and
• Student Completion Management Plan

2
A PRESENTATION FOR

• CENTRAL FLORIDA
• COMMUNITY COLLEGE
• And the
• Student Development Commission
• BY
• TIMOTHY G. WISE, Ed.D.

3
What is SEM?

• Strategic enrollment management is a concept and
  process that enables the fulfillment of
  institutional mission and students educational
  goals.

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Promoting Student SuccessThe Student Success
Continuum
Co-curricular support
Classroom experience
Recruitment / Marketing
Degree/goal attainment
Orientation
Students college career
Financial support
Academic support
Admission
Retention
5
The Student Success Continuum
Traditional Enrollment Perspective
Co-curricular support
Classroom experience
Recruitment / Marketing
Degree/goal attainment
Orientation
Students college career
Financial support
Academic support
Admission
Retention
6
The Student Success Continuum
The SEM Perspective
Degree/goal attainment
Co-curricular support
Classroom experience
Recruitment / Marketing
Orientation
Students college career
Financial Aid
Academic support
Admission
Retention
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The Enrollment Hierarchy of Needs
Meeting Goals Tactics Strategies DATA Enrollme
nt Infrastructure Structure, Staffing, Skills,
Systems, Service Clear Mission and Goals
Starting point for long term success
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Building Effective Business Practices

• The S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

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Building Effective Business Practices

• Alignment with institutional mission
• Alignment of EM staff
• Mission / Vision statement for department

• The 5 S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

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Building Effective Business Practices

• Effective
• Leadership
• Decision making
• Supervision

• The 5 S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

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Building Effective Business Practices

• The 5 S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

• There's never enough
• Is staff deployed strategically to respond to
  changing business practices?

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Building Effective Business Practices

• The 5 S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

• Do you have the right skills represented on your
  staff?
• Are your skill sets changing with new systems and
  strategies?

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Building Effective Business Practices

• The 5 S's
• Shared values
• Structure
• Staffing
• Skills
• Systems

• Revising processes/work flow
• Strategic use of emerging technologies
• Web services
• E-Recruiting

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The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
FAFSA priority deadline
May
Apr.
Mar.
Feb.
Jan.
Dec.
Nov.
Oct.
Sept.
Financial Aid Information
15
The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
FAFSA priority deadline
May
Apr.
Mar.
Feb.
Jan.
Dec.
Consideration 5-10 schools
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
16
The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
FAFSA priority deadline
May
Apr.
Mar.
Feb.
Application 3-5 schools
Jan.
Dec.
Consideration 5-10 schools
More specific information about awards for
individual students, preparation for FA app
process
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
17
The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
FAFSA priority deadline
May
Evaluation Comparison
Apr.
Mar.
Feb.
Application 3-5 schools
Status of FA application
Jan.
Dec.
Consideration 5-10 schools
More specific information about awards for
individual students, preparation for FA app
process
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
18
The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
Selection
FAFSA priority deadline
May
Evaluation Comparison
Apr.
Mar.
FA award letter
Feb.
Application 3-5 schools
Status of FA application
Jan.
Dec.
Consideration 5-10 schools
More specific information about awards for
individual students, preparation for FA app
process
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
19
The Student Decision TimelineFirst-year,
Traditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
Selection
FAFSA priority deadline
May
Evaluation Comparison
Apr.
Mar.
FA award letter
Feb.
Application 3-5 schools
Status of FA application
Jan.
Dec.
Consideration 5-10 schools
More specific information about awards for
individual students, preparation for FA app
process
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
20
The Student Decision TimelineNontraditional
National decision date
Student Decision Stages HS Senior Year
J,J,A
Selection
FAFSA priority deadline
May
Evaluation Comparison
Apr.
Mar.
FA award letter
Feb.
Application 3-5 schools
Status of FA application
Jan.
Dec.
Consideration 5-10 schools
More specific information about awards for
individual students, preparation for FA app
process
Nov.
Oct.
Sept.
Financial Aid Information
General information about award types and amounts
21
Using Financial Aid to Drive Enrollment Goals
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Pricing and Perceived Value

• Pricing is the net cost of tuition after grants
  and scholarships
• The importance of perceived value
• Pricing concerns can be alleviated for many
  students by increasing perceived value
• Enhancing services quality and quantity
• Marketing and communications

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DESIRED OUTCOMES

• Develop a Strategic Enrollment Management Plan /
  Student Completion Management Plan including
• Recruitment
• Intake
• Student Engagement and Retention
• Completion
• Recruitment - Clear enrollment goals
• Overall college numbers
• Goals by school / campus / program
• Identification of target markets
• Expanding traditional base of students recruited
• A prospect communication plan
• A recruitment /marketing plan
• Enhance use of technology to support enrollment,
  including
• Website enhancements
• E-recruiting strategies

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DESIRED OUTCOMES

• Develop and Enhance Retention Plans
• Faculty Involvement and Support
• Academic Support
• Academic Advising
• Student Life Support
• Early Warning Systems
• Readmission and Return Support

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ACTIONS

• A Campus Enrollment Team should be formed to
  provide ongoing oversight and campus-wide support
  to enrollment efforts

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ACTIONS

• Identify Target Markets
• An institution has many stakeholders and
  potential markets
• It is ineffective to attempt to grow all markets
  at the same time
• Based on the institutional mission, it is best to
  start with core, high priority markets, and
  expand from there
• Again, goal setting and prioritizing among
  potential student markets is critical

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ACTIONS

• Prospect Communication Plan
• Respond to initial student inquiries within one
  week
• Communicate with prospective students regularly
  throughout the year
• Monthly for high school seniors
• Bi-monthly for high school juniors and transfers
• Utilize a variety of media web, e-mail, print,
  mail, in-person, with increasing emphasis on web
  and e-mail

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QUESTIONS?

• DISCUSSION

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THANK YOU

• I wish to recognize the support that AACRAO
  Consulting provided with this presentation