Rolla, Missouri “In the Middle of Everywhere”

1. AIM ACT Information Manager User Meeting:Tips, Training & Best PracticesThe UMR Perspective AIM User since 2002ACT Enrollment Planners Conference: Pre-ConferenceDowntown Marriott, Chicago, ILJuly 19, 2006

2. Rolla, Missouri “In the Middle of Everywhere” • Population: 17,000 • South-Central Missouri • 95 miles to St. Louis • 100 miles to Springfield • 90 miles to Columbia • 35 miles to Ft. Leonard Wood • Top 100 U.S. Small Towns • Not Overly Diverse • White persons 93.2% • African American 1.5% • American Indian and Alaska Native 0.6% • Asian-American 2.4% • Not reported: 2.3%

3. What is UMR? • A Top 50 Technological Research University • +5600 students: 4300 Undergrad, 1300 Graduate • 90% majoring in Engineering, Science, Comp. Sci. • Ave. Student ACT/SAT: upper 8-10% in nation • +40% of Freshmen from upper 10% of HS class • 24% Out of State Enrollment • 96% 5 Year Average Placement Rate within 3 months of Grad • Ave. Starting Salary in 2005: $49,300

4. Undergraduate Demographics • Average Age: 21.6 years old • Gender: • 23% Female • 77% Male • First Generation College Students: • 2005-06: 37% • Residency: • Missouri Residents: 76% • Out-State Students: 24% • Ethnicity: • African-American: 4% • Asian-American: 3% • Caucasian: 83% • Hispanic: 2% • Native-American: 1% • Non-resident, International: 2% • Not Disclosed: 5%

5. UMR's Academic Major Distribution by Headcount

6. Life as an Outlier

7. Concerning Student Interest Data Source: ACT 2004

8. Missouri’s 2004 Student Funnel for All Engineering Fields • High School Seniors: 61,378 • High School Graduates: 57,573 • ACT Testers/College Bound: 42,862 • Any Engineering Interest, all scores: 1,599 • Engineering Interest, +21 comp. score: 1,102 (21 = MO average score / 50%) • Engineering Interest, +24 comp. score: 807 (24 = UM minimum for auto admission) • UMR’s Freshmen Engineering Majors 520 from Missouri

9. Projected Change in High School Graduates 2002-2012 +9 -17 -11 -20 -4 -10 +7 -10 -6 +11 -11 +4 -2 -22 -2 -1 -3 -8 0 -7 +53 -3 +10 +3 +5 +5 +7 -7 +4 +3 +12 +6 -6 -4 +3 -10 +13 +8 +20 -8 +2 -1 -3 +2 +16 -1 -12 +7 +9 +9 > 20 % +11% to +20% 0% to +10% Decreases -10 STAMATS, 2005 NCES, 2004

10. SOURCE: WICHE 2004, KNOCKING AT THE COLLEGE DOOR

11. Enrollment Concerns & Challenges in 2000 • 8 Year Decline New Students (-700 students) • 52% Graduation Rate • 82% Retention Rate • 22% Female Enrollment • 4% Traditionally Underrepresented Minorities • Only 1 New Degree Program (Computer Engineering) added to UMR’s Academic Portfolio in close to 15 years • Industry Asking for MORE Graduates • Declining Student Interest in Engineering, Computer Science, Physics, Chemistry, and Math • A Fast Approaching Decline in Midwestern College-Bound Students

12. EM Plan Starts with anAssessment of the Strategic Plan • Where are Enrollment Management’s 3 R’s & Marketing’s 3 P’s ? • If they are included in the Strategic Plan, determine if the goals were based on desire or data. • Agreement on Assessment Indicators Must Happen • Each indicator must be measurable and addressed within the Enrollment Management Plan – Quality externally verified data is always preferred

13. Tweaking and Implementing the Enrollment Management Plan • Creation of a campus-wide Enrollment Development Team • Phasing out of previous SEM team • Restructuring EM division to include separate areas and champions for key Strategic Goals and Student Services • (New Student Orientation, Diversity Programs, Women’s Programs, Pre College Programs) • Updating and Modifying the SEM strategic plan • Creating Research and Assessment positions dedicated to enrollment reporting and retention research • Using marketing research to implement specific messages to target audiences • Reworking the web • Redesigning the visual “look” and “image” of UMR (Loud and Proud campaign) • Re-evaluating the data sources and management systems

14. EM OBJECTIVE: Building Campus coalitions through the use of data to drive Strategic Investments • Helping a Campus Define Enrollment Priorities • Support for new programs • a School of Business/business programs • Architectural engineering • Environmental engineering • Biochemical engineering • Teacher Education Programs with Math & Science Focus • Technical Communication • Interdisciplinary Degrees in Engineering and Arts & Sciences • 17 Graduate Certificates • MS in Biology (PhD coming) • Assist with Prioritizing New Facilities • Residence Halls • Student Union • Recreational Facilities • Wet Lab Building for Biology

15. Impact of a Data-Driven Enrollment Plan • AY2005-06 • 5602 Students • 21% increase over the 4626 students in Fall 2000; • 28% increase in new students since Fall 2000 (1581 in 2005, 1239 in 2000) • Much of our undergraduate growth will now be due to increased retention rates. We set all-time high retention (87%) and graduation rates (64%) in AY 2005-06 • 91% of courses taught on-campus • 9% of courses taught through distance ed

16. Due to Low Market Interest in STEM Majors, UMR Embraced a Segmentation and Communication Strategy to Increase Enrollment by Improving the Yield of Admitted Undergraduate Applicants who Enroll

17. UMR ENROLLMENT

18. Enrollment by Academic Quality

19. RI DE DC MD Legend 50 or more students 10 – 49 students 1 - 9 students No students SO. CAROLINA University of Missouri - Rolla Geographic Origin of All Students - Fall 2005 ALASKA WASHINGTON 35 MAINE MONTANA NORTH DAKOTA MINNESOTA 5 5 OREGON VT 19 4 2 WISCONSIN NH 3 14 IDAHO 10 SOUTH DAKOTA 4 MA 14 4 NEW YORK CT MICHIGAN WYOMING 3 21 7 7 PENNSYLVANIA IOWA 14 NEVADA NEBRASKA 25 NJ OHIO 43 6 IN 2 UTAH ILLINOIS 10 17 5 369 WV 1 COLORADO VIRGINIA 5 DC 1 10 KANSAS 17 16 MISSOURI 123 KENTUCKY CALIFORNIA 3875 15 47 NO. CAROLINA TENNESSEE 4 51 ARIZONA OKLAHOMA ARKANSAS NEW MEXICO 10 72 9 6 MS GEORGIA ALABAMA 7 5 23 LA TEXAS 13 91 2 9 All Students, Totals United States 5,063 Other Countries 539 Total 5,602 FL 1 HAWAII VIRGIN ISLANDS 1 PUERTO RICO 1 Note: Geographic Origin is defined as student's legal residence at time of original admission to UMR. Source: Integrated Postsecondary Education Data System (IPEDS) frozen files, end of 4th week of classes.

20. Success in Growing Diversity

21. Improving Student Success • Retention Rates 2005 • General Student Body: 87% (82% 2001) • Female Students: 88% • Minority Students: 89% • CAMPUS GOAL: 90% • Graduation Rates 2005 • General Student Body: 64% (52% 2001) • Female Students: 71% • Minority Students: 60% • CAMPUS GOAL: 70%

22. Enrollment Concerns & Challenges in 2000 • 8 Year Decline New Students (-700 students) • 52% Graduation Rate • 82% Retention Rate • 22% Female Enrollment • 4% Traditionally Underrepresented Minorities • Only 1 New UG Degree Program (Computer Engineering) added to UMR’s Academic Portfolio in about 10 years • Industry Asking for MORE Graduates • Declining Student Interest in Engineering, Computer Science, Physics, Chemistry, and Math • A Fast Approaching Decline in Midwestern College-Bound Students

23. Enrollment Status & Challenges in 2005-06 • 5 Year Growth Pattern in all Strategic Plan Areas • 64% Graduation Rate (UMR Record) • 87% Retention Rate (UMR Record) • 24% Female Enrollment (+230 new students) • 5 Year Increase (+978 students) • New School of Management, 8 new Mission Based Degree Programs and 17 Graduate Certificate Programs • Industry STILL Asking for MORE Graduates • FURTHER Declines in Students Interested in Engineering, Computer Science, Physics, Chemistry, and Math degrees/careers • A MUCH FASTER Approaching Decline in Midwestern College-Bound Students

24. A Campus-Wide Use Strategyfor AIM & EIS Implementation, Training & Maintenance

25. 2001 EM DATA PROJECT GOAL: Give Campus Academic Units Easy Access to Student Market Data to Encourage More Active, Data-driven Involvement in the New Student Recruitment Process

26. CHALLENGES • Academic Departments wanted to be more involved in the University’s recruitment efforts, but had little direct access to prospective student databases. • Accessing, segmenting and analyzing prospective Student Information and available ACT tested student data from the campus ERP was cumbersome and virtually impossible for most faculty and staff. • Buy and implement new data toolsets during a 17% reduction in operational budgets due to state funding reductions

27. Departments wanted a set of “easy-to-use” tools for retrieving data and making reports for: • strategic planning • assessing the viability of new majors • recruiting new majors • awarding of departmental scholarships • finding new, market viable majors for UMR • measuring future viability of under enrolled programs • market data for accreditation reports, funding proposals & new program proposals

28. TOOLSETS CHOOSEN • AIM • EIS • EMT Connect2 (AIM Interface) • Online HTML Version of Traditional Admission Funnel Reports

29. Strategic Planning Applications EIS & AIM: • Fit Gap Analysis of Academic Program Offerings • New Program Student Market Assessments • Accreditation and Program Viability Reviews • Scholarship and Pricing Strategies • Retention Programs and At-Risk Student Assessment • Designing and Pricing New Residence Halls • Establishing Need for and Designing New Recreation Center • Assessment of Varsity and Intramural Sport Offerings • Assessment of Summer Camp Offerings

30. Rachel Morris Enrollment Management Data, Reporting & Technology Coordinator

31. Implementation Strategy: How We Got Started • Installed AIM & EIS in every Admissions & Recruitment PC (including laptops) and each of Deans’ Offices. After installation; provided a short overview, and encourage them to “play” with it. Fall 2002 • Sent email training flyer to all deans, chairs, and directors of every campus department. Flyer gave a brief overview of what the AIM & EIS software could do for their departments. (see handout) • Started scheduling training in January 2003

32. Keys for Training • All participants have a laptop • The trainer needs an lcd projector and laser pointer • Try to limit the session to less than 10 participants • Make the group run common queries and reports to ensure they understand how to use the program • Build in time for each person to “play” while you supervise • Send a follow-up email reminding the participants to use the program and how receive assistance if needed

33. FAQs for Campus Use • How does this help with recruitment? • Does this replace PeopleSoft data? • Why are the AIM student lists different than the admitted student lists? • Can I break the system or ruin the database? • How do you import the updated AIM Data?

34. #1 FAQ • How do you run reports and get the data out of AIM – for call lists or mailing lists?

35. CONSTANT REMINDERS ABOUT STUDENT INFORMATION SECURTY & INTEGRITY • Please note: All student information shared in the sessions and via the databases is to only be used for legitimate university purposes and cannot be shared with outside or unauthorized parties. The student information is considered confidential and federally protected by the Family Educational Rights and Privacy Act (FERPA) (20 U.S.C. § 1232g; 34 CFR Part 99) standards.

36. Maintaining the Toolsets • Annually Remind Academic Leaders about the availability of the programs and need to install software on key faculty PCs • Remind the Campus of When to Download Monthly Updates of AIM – using a shared drive for distribution • Designing Refresher Courses and Follow-up Training is Needed

37. AY2006-07 Training Schedule • EIS, AIM, Connect2 Training twice Monthly • Beginner and Refresher Sessions will start Fall 2006 • Sessions will consist of two 90 Minute Sessions • 90 minutes on how to use EIS & AIM • 90 Minutes on how to use Connect2

38. Questions Contact Information: Jay Goff Dean of Enrollment Management goffjw@umr.edu 573-341-4378 Rachel Morris Enrollment Management Data, Reporting & Technology Coordinator rachelm@umr.edu 573-341-4452