Strategic Enrollment Management: An Introduction

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Strategic Enrollment ManagementAn Introduction

• Dr. Watson Scott Swail
• President, Educational Policy Institute
• Bob Wilkinson
• Director, Analysis, Planning, Assessment
• Pittsburg State University
• Pittsburg, KS

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Upcoming Events

• An Introduction to Student Retention WEBINAR,
  February 7, 2pm
• SEM Workshop, March 8-9, Norfolk, VA
• Retention 101 (US), March 18-20, Napa Valley, CA
• Retention 101 (Canada), April 19-21, Lake Louise,
  AB
• Latino Students and the Pathways to College,
  April 4-5, Washington, DC
• Retention 2007, May 22-24, San Antonio, TX

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Rules of Engagement

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Dr. Watson Scott Swail

• President, EPI
• Former policy analyst, The College Board
• Former school teacher

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Dr. Bob Wilkinson

• Director, Anlaysis, Planning, Assessment,
  Pittsburg State University, Kansas
• Consultant in SEM
• Currently developing web-based applications to
  aid decision-making on campus.

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Our Perspective
It is our perspective that strategic enrollment
management is an institution-wide responsibility
and it is the central focus of the institutions
overall strategic plan What is best for
students and how to ensure student success while
addressing all aspects of the institutions
mission. Just like overall strategic planning,
strategic enrollment management starts with the
institutions mission.
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A Brief History of S.E.M.

• The Age of Recruitment
• 1970s thru the mid 1980s Focus on increasing
  enrollment through enhanced recruiting models and
  the use of financial aid packaging and
  leveraging. Jim Black

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A Brief History of S.E.M.

• The Age of Structure
• Late 1980s thru 2005 Focus on increasing
  enrollment through enhanced recruiting models and
  the use of financial aid packaging and
  leveraging. However, the S.E.M. organizational
  structure becomes the focal point for
  implementation Jim Black

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A Brief History of S.E.M.

• The Age of the Academic Context
• Focus on integrating S.E.M. models and involving
  the academic side of the organization. The focus
  is still on increasing enrollment through
  enhanced recruiting models and the use of
  financial aid packaging and leveraging coupled
  with establishing a S.E.M. organizational
  structure within the institution but there is now
  a recognition that academics are important.
  Stan Henderson

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Major Gaps

• Focus has been on simply increasing enrollment
  numbers.
• Student success defined as retention rates (does
  not address many of the reasons students attend
  post secondary education)
• Students recruited based on their probability of
  graduating the student profile. (This may be
  acceptable for private selective institutions but
  most public institutions, especially community
  colleges, do not recruit based on a students
  probability of succeeding.)
• Organizational structure, while establishing
  institutional commitment to a concept, does not
  address institutional culture.
• Most S.E.M. plans sit outside of the overall
  institutional strategic plan thereby being both
  marginalized and not including in the overall
  institutional priorities.

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A Working Definition

• Strategic Enrollment Management is a
  comprehensive approach to integrating all of the
  Universitys programs, practices, policies, and
  planning related to achieving the optimal
  recruitment, retention, and graduation of
  students with optimal defined by the mission,
  academic vision, and strategic plan of the
  institution. Enrollment management becomes
  Strategic Enrollment Management when it actively
  integrates planning, strategies and structures in
  the formal enrollment management units with the
  institutions evolving strategic planning, its
  academic vision and its fundamental mission.

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A Working Definition

• Strategic Enrollment Management does not ignore
  short-term activities. Instead, it integrates
  short-term administrative efforts with long-term
  planning processes. These administrative efforts
  include a focus on management of those functional
  areas responsible for achieving enrollment goals.
  As a planning process, Strategic Enrollment
  Management focuses on the outward- and
  forward-looking activities that guide the
  institutions pursuit of its preferred future in
  a constantly changing and competitive environment
  and includes long-range planning and
  institution-wide strategy development.

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Pricing
Institutional Research
Strategic Planning
Admission Recruitment
Academic Policies
Housing
Alumni and Development
Teachin Learning
Mental Health Services
Campus Life
Social Support Programs
Assessment of Student Learning
Student Success
Academic Support Programs
Career Planning
Institutional Policies
External Engagement
Marketing
Institutional Effectiveness
Recors and Registration
Financial Aid
Budgeting
Academic Programs
Bob Wilkinson
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Traditional Core SEM Concepts

• Establishing Clear Enrollment Goals
• Promoting Student Success
• Determining, Achieving and Maintaining Optimum
  Enrollment
• Enabling the Delivery of Effective Academic
  Programs
• Generating Tuition
• Enabling Financial Planning
• Increasing Organizational Efficiency
• Improving Service Levels

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Alternative Core Concepts

• Mission Driven
• Institutional Culture of Student Success
• Integrated in the Institutions Strategic Plan
• Involves Everyone
• External Partnerships
• Assess and Measure Everything
• Clear Enrollment Goals Based on Institutional
  Capacity and Plan
• Maintain Appropriate Academic Programs
• Creativity and Look Outside of Higher Education
  for Best Practices
• Appropriate Utilization of Technology to Enhance
  Service

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Suspect
Who do we contact and are the specific activities
successful
Prospect
Who contacts us and do they become applicants
Applicant
Who do we convert to applicants
Recruitment
Who do we admit
Admitted
Enrolled
Who enrolls
Retention/Success
Graduate
Who is successful
Active Alumni
Who loves us
Post-Enrollment
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Student Flow Model Template
Admission
Academics and Student Support
Advancement
End of 1st Year
End of 2nd Year
End of 3rd Year
Alumni Activity
End of 4th Year and Graduation
Classes Start
Orientation and Enrollment
Prospect
Accept
Withdraw
Withdraw
Withdraw
Withdraw
Applicant
Nontraditional Student Path
Traditional Student Path
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Sample Integrated Student Flow Model and Touch
Points
Update Degree Audit and Advising
End of Semester
End of Semester
2nd Semester of Junior Year
Assessment in the Major Starts
1st Semester of Junior Year
Junior Seminar
20th Day Early Alert Program
Junior Seminar
Alumni Programming
20th Day Early Alert Program
Career Experience
Withdraw Survey and Exit Interview
Career Planning within the Major
Withdraw Survey and Exit Interview
Alumni Programming
Parent/Family Programming
Parent/Family Programming
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Upcoming Events

• An Introduction to Student Retention WEBINAR,
  February 7, 2pm
• SEM Workshop, March 8-9, Norfolk, VA
• Retention 101 (US), March 18-20, Napa Valley, CA
• Retention 101 (Canada), April 19-21, Lake Louise,
  AB
• Latino Students and the Pathways to College,
  April 4-5, Washington, DC
• Retention 2007, May 22-24, San Antonio, TX

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• wswail_at_educationalpolicy.org

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www.educationalpolicy.org