Definitions to Know - EMAP

1. Enrollment Management – the process used to develop and maintain the optimum student body which meets the school’s needs (and optimum parent body). Marketing – the process used to acquire students to meet the enrollment management goals and objectives. Admissions – the process used to select students to meet the enrollment management goals and objectives. P.S. Financial Aid – part of the process used to acquire students to meet the enrollment management goals and objectives. Definitions to Know - EMAP

2. The EMAP Quiz Ma Ma • _____  Advertising in the newspaper • _____  Meeting with families to talk about the school • _____  Determining the family need for scholarship • _____  The types of athletes needed to strengthen the program • _____  Does the student body match the program • _____  To be a school which focuses on learning disabilities • _____  The institutions educational objectives • _____  Testing materials • _____  Class size • _____  Recommendations to be used in the evaluation process • _____  How to treat divorced parents in assessing need • _____  The cost of the program • _____  Quality of communications with current families • _____  Interviews • _____  The quality of the faculty • _____  To become a non-secular school F E E Mi Mi A Ma A F Ma Ma A Ma Mi

3. Affordability

4. Chapter 1Defining Affordability

5. Which of these programs is affordable? • Two-day music camp for $600 • Five-day music camp for $500 • Thirty-day music camp for $1000

6. Affordabilty • Afford – to manage to bear or bear the cost of without serious harm or loss – Merriam Webster Dictonary

7. Defining Affordability • The customer’s ability to and willingness to pay the cost.

8. Able to pay and willing to pay Not able to pay, willing to pay Not able to pay, not willing to pay Able to pay, not willing to pay

9. What are the costs of independent schools?

10. What creates the willingness to pay?

11. Chapter 2School Type Who are we trying to enroll?

12. Level IV Have at least 4:1 full pay and funded applications Denies and counsels out at lease ½ of its pool. Gets many of the top picks out of the crossover pool. Level I Have slightly over 1:1 full pay and funded applications. Denies only a small portion of applicants and may wait list marginal students. Doesn’t usually get the top picks of the cross over pool. School Types

13. The institution fills each seat and quality factors are becoming a more important part of the decisions. The institution must fill the necessary seats to reach the budget. Needs Hierarchy The institution needs to expand its student types beyond the standard of athlete, artist, soc and is looking for religious preference, political attitudes, sexual orientation, learning styles, geographical areas. The institution needs a particular type of student – athlete, artist, leader, national merit, soc, etc A B C D

14. School Type and Hierarchy Not probable Not probable Not probable Not probable Not probable0 Not probable

15. Table Chat: Assignment 2a • Move to a table with a school of a similar level – I to IV. • Describe and discuss the issues that may be related to moving up the needs hierarchy or to the next Level rating. (Be specific.) • How do they relate to affordability?

16. What is an Enrollment Map? The enrollment map is the guide for selecting students and parents who will ensure the achievement of the mission and the excellence in the education program.

17. Enrollment Map Objectives • Base Expectations • Maintain the number of students necessary to meet the budgetary requirements established by the Moses Brown Board of Overseers • Maintain a student body that will excel in all aspects of academics, based on results of grades and standardized testing • Maintain a student body that will excel in all aspects of character, based on demonstration of service to both the Moses Brown and outside communities • Maintain the balance of match between the student body and the educational program • Diversity – Although enrollment management may consider other areas of diversity, five (5) objectives take priority (not listed in order of importance). • Maintain a student body that includes a population that practices the Quaker religion • Maintain a student body that excels in all aspects of the visual and performing arts programs, as determined by local, state, and national awards • Maintain a student body that excels in all aspects of athletics, as measured by winning seasons, championships, and awards • Maintain a student background – religious, racial, ethnic, socio-economic, sexual orientation, language, abilities/disabilities. • Maintain a student body that is gender balanced • Constituency relationship • Maintain a student body that includes the enrollment of legacies • Maintain a student body that includes the enrollment of siblings • Maintain a student body that supports the enrollment of children of Moses Brown employees • College placement objectives • Maintain a student body that can choose to attend the most selective colleges • Parent Participation • Maintain a diverse family background and structure – religious, racial, ethnic, socio-economic, gender, sexual orientation, language, abilities/disabilities. • Maintain a parent body which supports the educational philosophy of the school • Maintain a parent body that supports the financial goals of the institution • Maintain a parent body that supports the volunteer and philosophical needs of the institution

18. Enrollment Map Objectives • Base Expectations • Maintain the number of students necessary to meet the budgetary requirements established by the Moses Brown Board of Overseers • Maintain a student body that will excel in all aspects of academics, based on results of grades and standardized testing • Maintain a student body that will excel in all aspects of character, based on demonstration of service to both the Moses Brown and outside communities • Maintain the balance of match between the student body and the educational program

19. Enrollment Map Objectives • Diversity – Although enrollment management may consider other areas of diversity, five (5) objectives take priority (not listed in order of importance). • Maintain a student body that includes a population that practices the Quaker religion • Maintain a student body that excels in all aspects of the visual and performing arts programs, as determined by local, state, and national awards • Maintain a student body that excels in all aspects of athletics, as measured by winning seasons, championships, and awards • Maintain a diverse student background – religious, racial, ethnic, socio-economic, sexual orientation, language, abilities/disabilities • Maintain a student body that is gender balanced

20. Enrollment Map Objectives • Constituency relationship • Maintain a student body that includes the enrollment of legacies • Maintain a student body that includes the enrollment of siblings • Maintain a student body that supports the enrollment of children of Moses Brown employees

21. Enrollment Map Objectives • College placement objectives • Maintain a student body that can choose to attend the most selective colleges

22. Enrollment Map Objectives • Parent Participation • Maintain a diverse family background and structure – religious, racial, ethnic, socio-economic, gender, sexual orientation, language, abilities/disabilities • Maintain a parent body which supports the educational philosophy of the school • Maintain a parent body that supports the financial goals of the institution • Maintain a parent body that supports the volunteer and philosophical needs of the institution

23. What are the Enrollment Map Priorities? The enrollment map priorities define the types of students and parents who will be a priority in the selection process.

24. Enrollment Map Priorities • Quaker • National Merit finalists • Student rated top 5% fit by kindergarten teachers • Soccer goalie • Football running back • French horn player • Leader • Student of Color • 1st grade boy • 2nd and 3rd born children • Philanthropist

25. Quality • The types of students and families who can thrive with your service and improve the quality of your service. Quality of student body effects the quality of the program!!!

26. Table Chat: Assignment 2b • List 4 or 5 enrollment map priorities that you might have for next year. • What are the opportunities for achieving them? • What are the barriers to achieving them? • Share and discuss the information. • How does it pertain to affordability?

27. Chapter 3 – Affordability Is About Marketing True or False?

28. Marketing Four Ps – Which Areas Are Controlled by the Admissions Office? • Program • Price • Place • Promotion

29. Program • Evaluates and ensures the match between the needs of the students and the programs being offered by the school with the objective of achieving the mission. • Evaluates and ensures the match between the needs of the parents and the program being offered by the school with the objective of achieving the mission.

30. Place • Evaluates and ensures the most efficient exchange of services with the customer.

31. Promotion • Determines and implements the appropriate activities to achieve the enrollment management objectives through the completion of the acquisition stages.

32. Price • Evaluates the costs for families.

33. Defining Affordability • The customer’s ability to pay the cost and the willingness to pay the cost.

34. Table Chat: Assignment 1 • Who is responsible for ensuring the quality of each of the 4Ps? • On a 1(low) to 10(high) scale, evaluate how well the responsible groups are doing with each category? • How does the implementation of the 4Ps help your affordability work? • How can a stronger implementation of the 4Ps help your affordability work?

35. Affordability is affected • By the 4Ps • By the goals of your enrollment map

36. Chapter 3 – In Search of Buyers

37. U.S. Department of Labor 2002 Report

38. Percent of Families in the Income Categories with Children Under 18 Incomes www.census.gov

39. Prepared by Scott Looney Family Income Families Applying for Aid • Wealthier people are requesting aid. • Most of the people requesting financial aid are wealthier than the general population. • Tuition increases versus cost of living increases will place more people in the eligible-for-aid group. • Fewer people are thinking about paying our tuitions than ever before.

40. Households, Income over $150,000 (2002) by ZIP Code 8,570 to 10,000 7,140 to 8,569 5,710 to 7,139 4,290 to 5,709 2,860 to 4,289 1,430 to 2,859 0 to 1,429

41. Demographic Movement

42. The Givens • Most people don’t think about spending much on education. • Most people can’t afford our educational price tag. • Many people who we thought could afford it are seeking financial assistance. • Our geographical area may or may not have the average number of people who can afford our educational price tag. • The student population which is trending downward may or may not affect us significantly. • The group most important to us is the group willing and able to pay.

43. Able to pay and willing to pay Not able to pay, willing to pay Not able to pay, not willing to pay Able to pay, not willing to pay

44. Table Chat: Assignment 3 • How are The Givens an affordability issue for your school? • How does your board examine these types of numbers to make inform decision about enrollment and tuition costs? • What type of research is being done? • What could be done better? • Share the information with the members of your table.

45. Chapter 4 – Do We Really Care About Affordability? A Philosophical Discourse?

46. Affordability Issues (While maintaining our institution’s values as the primary objective!) • Maintaining the lowest cost to ensure that there is the largest pool of applicants with the ability to pay • Providing the greatest educational advantages to ensure that the largest percentage of people who are able to pay are willing to pay.

47. Is the concept of affordability in Independent Schools an Oxymoron? Who really cares about affordability?

48. Mission Hackley School, founded in 1899 by Mrs. Caleb Brewster Hackley, is a non-sectarian co-educational, college-preparatory school enrolling day students in kindergarten through grade twelve, and five-day boarding students in grades nine through twelve. The School believes in a diverse student body and assigns a significant percentage of its budget to scholarships.

49. Who cares about independent school education being more affordable? Current Student _____ Current Parent _____ Faculty _____ Staff _____ Alumni _____ Board Members _____ Head of School _____ Senior Administration _____ Admissions Office _____ How important is affordability compared to other priority needs? (1-10) Current Student _____ Current Parent _____ Faculty _____ Staff _____ Alumni _____ Board Members _____ Head of School _____ Senior Administration _____ Admissions Office _____ Who Cares?

50. Table Chat – Assignment 4a • Why make our educational service more affordable to a larger population? • Who believes in “the reason” for making our educational service more affordable? • If our educational service isn’t affordable for enough people, whose problem is it? • Does the institution with the affordability problem see that they have a problem or the potential for a problem? • Share experiences and thinking