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Eureka! Ten Breakthrough Ideas for Enrollment Optimization A good idea is where you find it

Eureka! Ten Breakthrough Ideas for Enrollment Optimization A good idea is where you find it. SSATB 2011 Annual Conference David Erdmann Dean of Admission & Enrollment, Rollins College Director, Essex Institute for Independent School Enrollment Management. Idea # 1

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Eureka! Ten Breakthrough Ideas for Enrollment Optimization A good idea is where you find it

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  1. Eureka! Ten Breakthrough Ideas for Enrollment Optimization A good idea is where you find it SSATB 2011 Annual Conference David Erdmann Dean of Admission & Enrollment, Rollins College Director, Essex Institute for Independent School Enrollment Management

  2. Idea # 1 • Get it right the first time • (Philip B. Crosby, Quality is Free) • Idea # 1 Corollary– It’s not a mistake until it goes out the door Essex Institute

  3. Essex Institute

  4. Idea # 2 • Think twice before you toss that paper application • Idea # 2 Corollary– The transparent candy jar empties twice as fast as the opaque one Essex Institute

  5. Idea # 3 If you’re not thinking segments, you’re not thinking (Ted Levitt, The Marketing Imagination) Essex Institute

  6. Most Selective Schools (1:4 Win:Loss Ratio) X Moderately Selective Schools (1:1 Win: Loss Ratio) Less Selective Schools (4:1 Win:Loss Ratio) Idea # 4School enrollments tend to regress to the meanIdea #4 Corollary: No family wants their student in a school where they are more than one standard deviation from the norm Essex Institute

  7. 100% 90% 80% 70% Level of Family Commitment 45%   Curiosity Curiosity Awareness Interest Desire Commitment Commitment 0 Stages in the Enrollment Cycle Idea # 5 Change communication focus at different stages of the enrollment cycle Idea # 5 Corollary – It’s not about your school, it’s about them Universe StealthInquirer Inquirer Visit Apply Graduate Give Back Enroll Focus on school and student Focus on student Focus on school Essex Institute

  8. Idea # 6 Align financial aid with enrollment priorities Idea #6 Corollary-The need-based financial aid model won’t work anymore Essex Institute

  9. Changes in family contribution2007-2008 to 2008-2009 (random study) $3,000 $2,000 xxxxxx Price Increase Caucasian Student of Color $1,000 $0 -$1,000 -$2,000 -$3,000 Cases Essex Institute

  10. Cases Essex Institute

  11. Idea # 7 Think net revenue (David Breneman, Liberal Arts Colleges) Idea #7 Corollary-Capping financial aid could result in lower enrollments and a loss in net tuition revenue Additional net revenue Essex Institute

  12. Idea # 8 Look to the middle class as an untapped domestic market Independent School Enrollment - Economic Bi-Modality Family Contribution Essex Institute

  13. Why the “middle class” is underrepresented in independent schools • Age of oldest parent = 40 • Number of children = 1 • Adjusted Gross Income = $130,000 • Federal taxes = $25,000 (19% tax bracket) • Net income = $105,000 • Total savings = $100,000 • Estimated Family contribution = $35,800 Essex Institute

  14. Idea # 9 Leadership counts more than we think about it Idea # 9 Corollary: Leadership can be learned and must be earned Essex Institute

  15. Key practices of most effective leaders • (James M. Kouzes & Barry Z. Posher) • Model the way • Enable others to act • Challenge the process • Encourage the heart • Inspire a shared vision Essex Institute

  16. Leadership Laws • (John Maxwell’s 21 Irrefutable Laws of Leadership) • True leadership comes from influence which must be earned • To lead tomorrow, learn today • The bottom line in leadership is not how we advance ourselves but how we advance others • Trust is the foundation of leadership – people won’t trust someone who has slips in character • Leaders touch a heart before they ask for a hand • Leadership is about empowering others • You have to give up to go up Essex Institute

  17. Idea # 10 • The “baby on board” is now your colleague in the workplace and seeks your guidance and support • (Neil Howe, Millennials in the Workplace) • What Millennialswant • Mentoring and coaching • Almost daily feedback • Project co-ownership (working in teams) • A solid work/life balance • A road map to success and job security • Seek work that is personally fulfilling Essex Institute

  18. Bonus Idea # 1 Personnel problems don’t go away until the people do (John W. Hanes, Jr. while on the Yellowstone River, Montana) Essex Institute

  19. Essex Institute Bonus Idea # 2 Most things we worry about never happen (Tom Petty)

  20. Ten Breakthrough Ideas • Get it right the first time • Think twice before you toss that paper application • If you’re not thinking segments, you’re not thinking • School enrollments tend to regress to the mean • Change communication focus at different stages of the enrollment cycle • Align financial aid with enrollment priorities • Think net revenue • Look to the middle class as an untapped domestic market • Leadership counts more than we think about it • The “baby on board” is now your colleague in the workplace and seeks your guidance and support • Bonus Idea #1 - Personnel problems don’t go away until the people do • Bonus Idea #2 - Most things we worry about never happen David Erdmann Derdmann@rollins.edu - Essexinstitute.com - Erdmannconsulting.com Essex Institute

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