New Frameworks for Strategic Enrollment Management Planning

1. New Frameworks for Strategic Enrollment Management Planning AACRAO San Francisco April 16, 2013

2. Presenters Bob Bontrager, Ed.D. Senior Director of AACRAO Consulting and SEM Initiatives • Institutional roles: Vice President for Enrollment Management, Director of Admission and Orientation, Assistant Registrar • Oregon State University, Eastern Mennonite University, Arizona State University Tom Green, Ph.D. AACRAO Managing Consultant • Institutional roles: Dean/Vice President for Enrollment Management • Eastern Michigan University, Seton Hall University and several others

3. What is Strategic Enrollment Management (SEM)? Strategic enrollment management is a concept and process that enablesthe fulfillment ofinstitutional mission andstudents’ educational goals.

4. SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Campus Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

5. SEM Organizational Framework SEM Steering Committee Long-term enrollment goals, securing the approval of strategies through appropriate institutional channels, communication with Executive Cabinet Recruitment Council Develop 3-4 strategic goals for new student recruitment; review and approve sub-committee action plans; recommend to SEM Steering Committee Retention Council Develop 3-4 strategic goals for retention and graduation; review and approve sub-committee action plans; recommend to SEM Steering Committee 3-4 Committees Action plans, time lines and metrics for each strategic goal 3-4 Committees Action plans, time lines and metrics for each strategic goal Data Team Environment scanning, student enrollment behavior research, enrollment models, provide data to councils as needed

6. SEM Process Framework Performed by Process steps Align institutional strategic plan with broad enrollment targets and desired mix of students Executive leadership, SEM Steering Committee Data gathering and assessment: Internal culture/ environment, student enrollment behaviors and scan of external environment Smaller group of staff and faculty adept at economics and data use Additional requests, clarifying questions Use data results to establish focused goals each for recruitment, retention, service, etc., and enrollment projection models Goals recommended by SEM Recruitment and Retention Councils; models developed by Data Team Changes to goals Approve strategic goals and enrollment projection models Executive leadership, SEM Steering Committee New or revised goals SEM councils and sub-committees Develop action steps, accountability, and metrics Appropriate staff and faculty departments Implement action steps Mid-course adjustments • Monitor progress, • Report results to campus and executive leadership SEM Steering Committee, Chief Enrollment Officer

7. SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Campus Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

8. SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan • Clarity of institutional mission, vision, goals • Core competencies • Strategic direction • Aggregate enrollment goals

9. SEM Planning Framework • Student categories: first year, transfer, graduate, certificate, continuing ed, face-to-face/online, etc. • Desired student groups: racial/ethnic diversity, academic ability, special skills, family income • Geographic origin: local, regional, national, international • Recruitment, retention, completion • Institutional capacity Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

10. SEM Planning Framework Sustainable Enrollment Outcomes • Internal benchmarks: KEI numbers over the past 3-5 years • Environmental scan • Demographics • Economics • Market opportunities • Competition • Institutional research plan: designated reports and production schedule Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

11. SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan • 5-10 year SEI targets • Focus: the institution’s desired future • Based on: mission, data, and environmental scanning

12. SEM Planning Framework Sustainable Enrollment Outcomes • Staffing: skill sets, strategic deployment • Systems: policies, procedures, technology • Capacity for making effective enrollment decisions : positions, reporting lines, committees Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

13. SEM Planning Framework • Increase new students of specified types • Increase retention rates, specifically by student types • Expand into new markets • Utilize emerging technologies • Financial aid/scholarships • Academic programs: mix and delivery systems Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

14. SEM Planning Framework • Marketing/branding initiatives • Academic program review • Multilingual recruitment materials • Targeted interventions for students in high risk courses • Enhanced academic advising • Streamlined admission procedures • Purchase a new CRM system Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

15. SEM Planning Framework • Consistently meeting goals over the long term • Enabling more effective campus-wide planning • Revisions to the institutional strategic plan • Academic planning: curriculum, faculty needs • Facility planning • Financial planning • Achieving the institution’s desired future Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan

16. Questions / Comments?

17. Resources • AACRAO SEM Conference, November 10 - 13, Chicago • New SEM Quarterly journal • College & University journal • AACRAO books (www.aacrao.org/publications/) • SEM and Institutional Success (2008) • SEM at the Community College (2010) • SEM in Canada (2011) • SEM: Transforming Higher Education (2012)

18. Thank you! Bob Bontrager bontrager@aacrao.org Tom Green Tom.Green@aacrao.org