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DEVELOPING A COMPREHENSIVE ENROLLMENT MANAGEMENT PLAN

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DEVELOPING A COMPREHENSIVE ENROLLMENT MANAGEMENT PLAN

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    1. DEVELOPING A COMPREHENSIVE ENROLLMENT MANAGEMENT PLAN Randy Doss Guilford College (N.C.)

    2. GUILFORD COLLEGE 2,800 students Liberal Arts – English, Psychology, Science 65% first year students from out of state 1150 SAT/3.3 GPA 68% Graduation Rate Endowment - $54M

    3. The value of not planning “The nicest thing about not planning is that failure comes as a complete surprise and is not preceded by a period of worry and depression.”

    6. Students Enroll because of Institutional Differences

    7. Enrollment Management How? Politically Planning Data Gathering Initial and Ongoing Implementation Semester by semester tasks Budget focused Never Ending

    9. EM Systems Market research Marketing Advertising Direct mail Recruitment Admissions Financial aid Billing Orientation Registration Advising Academic support services Atmospherics Residence life Student life Instruction Placement Alumni relations

    10. Evolution of EM Admissions stage (“order taking”) Recruiting stage (proactively seeking students) Marketing stage (increase promotion) Enrollment management (an integrated and comprehensive process) Strategic enrollment and revenue planning “A student body by design rather than chance”

    11. More strategic, efficient, and effective Developing a longer-term strategic enrollment plan Identifying each and every barrier to enrollment and eliminating negative policies and procedures Identifying students who succeed and even excel at the institution – knowing the profile of the persister Spending time and effort cultivating current students Reminding enrolled students and parents, where appropriate, that they made a good decision

    12. Positioning for EM success Setting realistic enrollment goals – not enrollment projections Goals that everyone has internalized Goals that everyone supports Goals that are achievable Goals that are measurable Goals for which staff are accountable

    13. A comprehensive EM Plan A plan that has very specific enrollment goals A plan that has well-conceived supporting strategies and tactics A plan that is a working action document Used virtually every day Is dirty, wrinkled Written all over Modified regularly A plan with Daily tasks Monthly objectives/90 day action plans

    14. EM is Integration

    15. Strategies for Strategies Sake

    17. Natural Tensions

    18. Natural Tensions

    20. Preparation

    25. STRATEGIC PLANNING

    26. EM Table of Contents History of EM Enrollment Goals KPI’s Marketing and Recruitment Pricing (Financial Aid) Strategies Academic Programs Retention Advising Academic Assistance Campus Life Summer School Budget

    28. Enrollment Management Plan

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