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David Erdmann Dean of Admission and Enrollment Rollins College

The Science of Enrollment The Art of Admission The Business of Financial Aid The Association of Boarding Schools November, 2007. David Erdmann Dean of Admission and Enrollment Rollins College. External Environment. Internal Environment. Building Relationships. Financial Aid.

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David Erdmann Dean of Admission and Enrollment Rollins College

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  1. The Science of EnrollmentThe Art of AdmissionThe Business of Financial AidThe Association of Boarding SchoolsNovember, 2007 David Erdmann Dean of Admission and Enrollment Rollins College

  2. External Environment Internal Environment Building Relationships Financial Aid Enrollment Enrollment Science Art Business Enrollment Equation

  3. The Science of Enrollment Natural Laws • External Factors • Demographic Shifts • Migration Barriers • Generation Attributes • Power of Reputation • Internal Factors • Power of Word-of-Mouth • Power of Satisfaction

  4. http://nces.ed.gov/programs/projections/index.asp

  5. Actual and Projected Percentage Changes in Public High School Graduates(Source: National Center for Education Statistics (NCES))

  6. California Enrollment Projections White Non-Latino(Source: California Dept. of Education)

  7. Example of student population home state distribution NH WA ME MT VT ND MN OR 04684 MA NY 12946 ID WI 03304 SD 03833 12845 01950 01922 01982 01876 01915 01960 01902 13323 WY 12110 13209 MI 02333 01062 RI 01106 02771 02739 02536 06068 06074 06039 06092 06001 06033 12514 06754 06778 06791 06010 06109 06757 06763 06787 12545 06751 06794 06777 06716 48236 06776 06779 06710 06783 06492 06412 06371 06752 06812 06804 06478 06403 06524 06518 06437 06443 06498 53217 06811 06517 10509 06801 06468 06519 06512 06484 06759 06516 06877 06612 06611 PA 06793 06824 06795 06762 12771 06880 06840 IA 06798 10925 06820 06853 06830 06488 06870 06902 11733 CT 07430 10580 06470 07450 10538 11724 07438 11560 07024 NE 11363 10011 10023 10029 10028 07078 07079 11201 10013 11221 11422 11581 07901 10309 07920 11218 60045 11224 60093 60611 OH 07731 NJ 19426 08015 NV DC 95452 IL 08203 IN UT CA CO 21403 20132 20720 20170 WV 62704 DE VA 81623 KS MO KY 23325 MD NC TN 87506 37014 OK AZ 90048 NM AR SC 38117 29579 30040 GA AL MS 75229 75039 TX LA AK FL 70124 77019 34691 33511 HI 33436 33483 33029 33160 PR 33143 33133 VI

  8. “Gen Xers…will be extremely protective of their offspring; large numbers will spend hard-earned money and may relocate to ensure the quality of their children’s schools and the safety of their daily lives.” X-Generation Parents(Source: The Next 20 Years: How Customer and Workforce Attitudes Will Evolve, Howe and Strauss, HBR, July-August 2007)

  9. What Families Seek In Schools(Source: School Daze, Prince and Grove, Worth Magazine, Sept. 2007) • Focus on academic advancement--83% • Academic reputation—64% • Percent of grads who go to prestigious colleges—64% • Extracurricular programs—63% • Student/teacher ratio—62% • Successful alumni—57% • Campus facilities—41% • Exposure to diverse student body—25% • Religious affiliation—14%

  10. Millennial Family Expectations • Frequent, personalized communication • Individualized program • Clarity and consistency • Excellent teaching • Significant adult/student relationships • Supervision and safety

  11. “Stronger” Reputation (1:4 Win:Loss Ratio) Reputation Tropic X (1:1 Win: Loss Ratio) Reputation Tropic “Weaker” Reputation (4:1 Win:Loss Ratio) The Power of Reputation

  12. The Power of Word of Mouth Word of mouth generated: • 9% of inquiry pool • 56% of applicant pool • 54% of accept pool • 77% of enrolled pool

  13. Satisfaction Surveys Parent Ratings

  14. Satisfaction SurveysStudent Ratings

  15. Satisfaction Surveys Faculty Ratings

  16. The Power of Faculty Opinions(Source: To Thine Own Staff Be Agreeable, HBR, June 2007) “…service companies are on average more likely to be growing (in terms of sales) if employees’ opinions of the company are better than customers’. Similarly, sales are more likely to be falling if customers think better of the firm than workers do.”

  17. The Art of AdmissionBuilding Relationships • Message • Defining school’s uniqueness • Matching school programs with family desires • Tools of the Trade • Leadership • Staff • Collateral • Technology

  18. 100% 90% 80% 70% Resource Investment 45%   Awareness Curiosity (Inquire) Interest (Visit) Desire (Apply) Commitment (Enroll) Commitment (Graduation) 0 Family Interest Level The Interest Curve

  19. Gen Yers(Source: The Next 20 Years: How Customer and Workforce Attitudes Will Evolve, Howe and Strauss, HBR, July-August 2007) “As the first generation to grow up with mobile digital technology, Millennials expect nonstop interaction with their peers in forms that would have been unimaginable to prior generations of young adults.”

  20. The Business of Financial AidDesigning a Sustainable Financial Model • Challenges • Cost outpacing willingness/ability to pay—middle class squeezed out • Discount rates increasing—taxing institutional resources • Demands on aid budgets • Fill desks and beds • Talent • Diversity • Tuition Remission • Solutions • Align resources with institutional goals • Redistribute aid

  21. Financial Aid Case StudyDay/Boarding School • Discount Rate = 25% • Aid Distribution • Tuition Remission • 5% of student body • 23% of aid budget • Diversity • 12% of student body • 31% of aid budget • Other • 83% of student body • 46% of aid budget

  22. Independent School FamilyEconomic Bi-Modality

  23. 80% School #1 School #2 70% 60% 50% Percent of Students 40% 30% 20% 10% 0% Pay 0 Pay less Pay 10 to Pay 20 to Pay 30 to Pay 40 to Pay 50 to Pay 60 to Pay 70 to Pay 80 to Pay 90 to Pay Full Tuition than 10% 20% 30% 40% 50% 60% 70% 80% 90% 99% of tuition Percent Paid Percent of Tuition Paid by Families

  24. Admission/ Outreach Marketing • Word of mouth • Graduates • Current families • Departers Marketplace Experience Information Flow Commitment Admission/ Relationships Awareness Curiosity Interest Desire Financial Aid Anatomy of Enrollment

  25. Ways to Get and Stay Ahead • Science—Leverage enrollment’s natural laws • Be market knowledgeable • Understand generational dynamics • Deliver on promises made • Art—Practice, practice, practice • Refine message • Assemble the right tools • Business—Increase financial aid ROI • Analyze aid allocations • Align aid with enrollment goals • Flatten the award curve David Erdmann: derdmann@rollins.edu Essex Institute: www.essexinstitute.com Powerpoint: www.erdmannconsulting.com

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