Developing a Campus Enrollment Management Plan

1. Developing a Campus Enrollment Management Plan William A. Ivy, Assistant Vice President for Enrollment Management Oklahoma State University – Stillwater Jo Ella Fields, Associate Vice President for Student Services Oklahoma State University – Oklahoma City  Mary Graves, Director, Admissions and Records Oklahoma State University – Okmulgee OSRHE Higher Education Enrollment Management Conference February 2006

2. Defining Enrollment Management . . . a process or activity that influences the size, shape and characteristics of a student body by directing institutional efforts in marketing, recruitment, and admissions, as well as pricing and financial aid. In addition, the process exerts a significant influence on academic and career advising, the institutional research agenda, orientation, retention studies, and student services Source: Don Hossler, Creating Effective Enrollment Management Systems (New York: College Entrance Examination Board, 1986), pp. 9-10.

3. OSU System Enrollment Management Council • The System Enrollment Management Council serves in an advisory capacity to the Vice President for Enrollment Management.The Council's responsibilities include: • Making recommendations to the System CEO and the Vice President for Enrollment Management regarding policies, programs, and procedures that influence undergraduate and graduate student recruitment, retention and performance; • Improving System effectiveness by fostering better communication and cooperation; • And coordinating the development of enrollment management plans for each of the system institutions and providing an annual assessment of their progress.

4. OSU System Enrollment Management Council Membership • OSU-Stillwater: 3 representatives • Vice President for Enrollment Management • Assistant Vice President for Enrollment Management • Dean of the Graduate School (or designee) • OSU-Tulsa: 2 representatives. • OSU-Okmulgee: 2 representatives; • OSU-COM: 2 representatives; and • OSU-Oklahoma City: 2 representatives

5. Why an Enrollment Management Plan? • Plan Objectives: • To project the institution’s undergraduate and graduate enrollment mix over the next five years; • To determine current market position and recommend actions to insure positioning to successfully respond to traditional competitors; • To explore ways to expand market share, especially among targeted populations such as high ability, diverse and transfer students. • To survey the institution’s human and physical capacity to serve students, i.e. course offerings, size and composition of the faculty, student support services, campus infrastructure, scholarships and student financial aid, and information technology; and • To recommend new resources and activities to achieve future enrollment goals and enhance the quality of the academic experience for undergraduate and graduate students. .

6. Organizing to Prepare the Stillwater/Tulsa EM Plan OSU-Stillwater/Tulsa Enrollment Management Council established a steering committee charged with researching and writing a five-year enrollment management plan. The committee divided the project into eight topic areas and established corresponding chapter committees. Additional faculty and staff were recruited to conduct the research and prepare the plan's text. The Office of Institutional Research and Information Management provided invaluable service to the groups throughout the process.

7. Topical Areas for Stillwater/Tulsa Plan • Demographic Analysis & Enrollment Projections • Market Position • Pricing and Financial Aid • Academic Instruction and Services • Graduate College • Student Services • Campus Infrastructure • Budget Analysis

8. The Enrollment Projection Model The Office of Institutional Research and Information Management, working with the Office of the Vice President for Enrollment Management, developed a model projecting OSU enrollment through 2010. The model is based on quantifiable data that have affected enrollment in predictable ways over time. The model also takes into account anticipated future changes that could affect historical trends for factors such as yield rate.

9. Data Used in Creating the Enrollment Projection Model • Trends in Oklahoma high school graduation rates (OSRHE data were used). • The percentage of Oklahoma high school seniors applying to OSU annual market share. • The percentage/number of in-state freshman applicants accepted and enrolled. • The anticipated number of out-of-state freshman applicants. • The percentage/number of out-of-state freshman applicants accepted and enrolled. • The effect of increased admission standards to be phased in from 2005 to 2007. • Anticipated full use of the eight percent admission program using holistic evaluation.         ·

10. The anticipated number of transfer students applying for admission. The percentage/number of transfer students accepted and enrolled. The affect of increased transfer admissions standards. The estimated number of additional transfer enrollment from the NOC/OSU Gateway program. The estimated number of masters and doctoral student applicants. The estimated number masters and doctoral students accepted and enrolled. Current retention rates for enrolled students by classification. Data Used in Creating the Enrollment Projection Model (continued)

11. Information with Implications throughout the Oklahoma System Demographics- national, state and regional population trends, high school completion and college attendance in Oklahoma, demographic shifts Pricing and Financial Aid – national, regional and state trends in student aid, Oklahoma SES data, State aid programs Budgetary Analysis- Oklahoma economy, trends in support for higher education

12. EM Committee (Fall 2004) Overall review of programs and services by committee comprised of individuals throughout the campus EM Working Group (Summer 2005) Narrowed view to eight topics Organizing to Prepare the OSU-OKC Enrollment Management Plan

13. Focus of OSU-OKC EM Plan • To identify current services and programs and projected action steps aimed at attracting, retaining and graduating students

14. Expand recruitment efforts Increase student retention rate Increase the number of graduates Promote the campus image Enrollment Services Goals

15. Improves customer satisfaction Reduces response time in all current functions and services Improves working conditions Accomplishment of Enrollment Services Goals :

16. FTE Applications Enrolled students New transfer students First-time freshmen FTFT degree-seeking Retention rate Student/faculty ratio Graduation rate Conditional admits Financial aid participation ACT scores/HS gpa Facilities utilization Avg course load Distance ed enrollment Key Performance Indicators

17. In a continuous state of refinement A working document that provides a map for continued growth and improvement OSU-OKC EM Plan

18. Division Model ad hoc Committee (Summer and Fall 2005) Organizing to Prepare the OSU-Okmulgee EM Plan

19. Centralized system that holistically embraces Recruitment PLUS Unshakeable devotion to student-centeredness Integrated system of all academic and non-academic components to include an organic approach to branding and marketing Process aligned with the campus culture and committed to continuous quality improvement Commitment to a 70% three-year graduation rate for the 2009-2010 freshman cohort Commitment to shared responsibility, quality and accountability for student success OSU-OKM Vision for Enrollment Management

20. Shape the profile of the student body Improve student success and retention Elevate and celebrate the value of inclusiveness and diversity Increase the graduation rate Goals of Enrollment Management at OSU-OKM

21. Generate a total of 86,000 credit hours 90% yield rate of accepted to enrolled students Student satisfaction with institutional programs and services will exceed the national mean by one standard deviation A 70% three-year graduation rate will be achieved for the 2009-2010 freshman cohort The retention rate from first semester to second semester for degree-seeking students will increase from a five-year average of 74% to 80% The organization will reflect a culture that values the EM initiative as measured by an organizational culture survey OSU-OKM Enrollment Management Objectives

22. Fluid and responsive to the changes in technology and Higher Education A map for the future OSU-Okmulgee Enrollment Plan

23. It is not necessary to change. Survival is not mandatory." -W. Edwards Deming

24. We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing." -R. D. Laing, The Politics of Experience

25. Contact Information Bill Ivy william.ivy@okstate.edu Jo Ella Fields fjo@osuokc.edu Mary Graves mary.r.graves@okstate.edu Questions?