PROJECT DIRTY SHOEHORN

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• PROJECT DIRTY SHOEHORN

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University of Central Missouri Vitals

• 4 Year Public
• Moderately Selective Auto Admit ACT 21
• 10,600 Enrollment (8,817 Undergraduate)
• 72.5 Fall-to-Fall Retention Rate (Domestic)
• 1550-1600 in freshmen class
• 900 in transfer class
• EM Scope UG Admissions, Registrar, Financial
  Assistance, Academic Advising Center, New Student
  Orientation
• Located in Warrensburg, Missouri
• 45 minutes from suburban Kansas City

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Megatrends

• The changing demographics and expectations of
  college students (and their parents!)
• Shifting financial aid policy at both state and
  federal level
• The continued erosion of state support for higher
  education
• Hyper-competitive market place
• Technology

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College-Bound Students
Student Decision- Making Process Initial College
Awareness Expanding College Awareness Specific
College Inquiries College Consideration Applicat
ion College Choice Set Registration Retention
and Success Alumni Loyalty
Stages of Admissions Awareness Building
and Recruitment Activities Inquiry Application
Admit Yield Enrollment Target

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Goals of the Shoehorn Project

• Consolidate multiple databases and systems into
  one comprehensive database utilizing an EM model
  and college choice research
• Eliminate multiple data entry
• Create a communication hub that would serve as
  the driver for a multi-channeled communication
  system (print, phone, email, text) designed to
  integrate multiple forms of communication in a
  multi-step process to establish a dynamic
  dialogue with prospects
• Increase organizational speed and responsiveness
• Release the fury of hell on prospects and
  applicants most likely to move through the
  recruitment funnel

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Goals (contd)

• Incorporate ACT EM Tools (EOS, EIS, AIM,
  Predictive Modeling System) into the database to
  target recruitment/retention efforts by
  continually qualifying and grading
• Infuse recruitment data and information at the
  academic department level through web reporting
• Increase conversion and yield rates at all stages
  of the funnel
• Mine data to address enrollment challenges
  (recruitment and retention)
• Work smarter rather than harder through the
  creation and utilization of metric-based
  management

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A Peek Inside the Shoe
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Internal Grading
Key PM Indicator
HONR ATHL
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• The Shoe
• Searches

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• The Shoe Does
• Communications

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Paul
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• The Shoe Provides
• Territory and Market Intelligence

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• The Shoe Supports
• Predictive Modeling

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Predictive Modeling

• Statistical analysis based on student
• level variables
• Characteristics and demographics
• Enrollment preferences and interests
• Score-sender behavior and choices
• Academic ability

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Score Sender Yield Curve - Central Missouri State
University
80 of yield is coming from 50 of score senders
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• The Shoe Drives
• First-Year Programming Efforts
• (Orientation, Learning Communities
• Early Identification and Intervention)

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Things to Do List
VOP
On-Line Spanish Exam
On-line Reservation System
Video Vignettes
Virtual One Stop
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Learning Community
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Early Identification/ Early Intervention
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• The Shoe Fits
• Results Since 02

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• 24 increase in FR admits
• 19 increase in FR enrolled
• 9 increase in conversion rate of ACT Tested
  First Choice Score Senders
• 35 increase in ACT 22-26 co-hort
• 108 increase in multicultural FR
• 14 increase in Transfer enrolled
• Reduced Admissions Staff by 3.5 people
• Quality measures are steady

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Contact Us

• Dr. Matthew A. Melvin
• Assistant Provost for Enrollment Management
• Central Missouri State University
• 660.543.4810
• melvin_at_cmsu.edu
• Mr. Paul Orscheln
• Chief Admissions Officer
• Central Missouri State University
• 660.543.4170
• orscheln_at_cmsu.edu