1. Context, Customers, and Strategic
Enrollment Management Today
Todd Bloom, Ph.D
Chief Academic Officer
Hobsons
November 10, 2013

2. AGENDA
Introductions and Overview
Context, Customers, and Your Work
A Local Perspective: Special ELP Guests
Strategic Enrollment Management Overview &
Promising Practices
Focus Issue: Student Return on Investment
Your Next Steps and Closing
2

3. The Work of Strategic Enrollment
Management
―Enrollment management is a set of
strategies, practices, and perspectives that
can help an institution more effectively
achieve its mission and goals.‖
--Don Hossler
3

4. Context and Customers

5. Trends
Massive changes in higher education
today…
What are you seeing, hearing, experiencing?
5

6. HE Trends
What big trends do you see in our industry?
Think, Pair, Share, and Record [5 min.]
Share and combine your trends with a larger
group on chart paper (draw a margin line on left side of chart
paper) [5 min.]
Independently, review ―Top 10 HE Trends‖ [3 min.]
6

7. Stretch
Now, go deeper and/or broader… As a
group: add/combine/clarify/delete
Consider economic factors, social factors, generational
factor
Go beyond technology: What technology? Used by
whom? For what purpose?
Consider both (+) and (--) factors
7

8. Analysis: Institutions and Students
Which trends are most impactful or
disruptive?
In your group, rate the impact of each trend on students
(S) on a scale of 1-10 (10 = highest impact) [5 min]
In your group, rate the impact of each trend on institutions
(I) on a scale of 1-10 (10 = highest impact) [5 min]
Code each for, in general, (+) or (-) impact
Calculate the composite impact score (S + I) for each
trend to determine the top 3 most impactful trends
8

9. Trend Relevance… To You
Which impactful trends are most relevant to
our your work (as an enrollment professional)?
Review the top 3 highest scoring trends and select the 1
that is/should be most relevant to your work [3 min]
Describe why your selection is most relevant and what
you/we should do about it [3 min]
Share your high impact and most relevant trend with the
whole group and what we should do about it [2 min per
group]
9

10. Final Analysis: #1
Stand by the #1 trend that you believe is
most important given your personal
opinion…
How will you learn more?
What might you do when you return to your
campus?
10

11. A Local Perspective: El
Paso, Texas

12. Guests
Craig Westman
Associate Vice Provost for Enrollment Management
University of Texas, El Paso
Troy Byrne
Assistant Superintendent for Secondary Education
Soccoro ISD
12

13. Background
Craig Westman
Your background. UTEP students and the institution.
Troy Byrne
Your background. Socorro ISD students and the district.
13

14. Initial Reflections
Based on the previous activity, do you have any
general reflections?
Tim: Students from your schools who are preparing to
attend a postsecondary institution are both unique to El
Paso and similar to their national peers. Please comment.
Craig: What structures, practices, programs does UTEP
use in order to attract and enroll students to the institution?
Which appear to make a difference in a good match?
1

15. Q and A
1

16. Problem Solving
Tim: What is the biggest barrier you see to getting your
students into and through postsecondary?
Craig: What is the biggest barrier you see to
attracting, enrolling, and ensuring student success in
postsecondary?
Groups: What advice would you give Craig? What advice
would you give Tim?
• Prepare a 2 minute pitch (Do this and here’s why)
1

17. Strategic Enrollment Management
Overview

18. The Work of Strategic Enrollment
Management
To manage the intersection of
Revenue
Prestige
Access
Diversity
And, increasingly, college
completion
The EM Concept (Don Hossler)
18

19. The Work of Strategic Enrollment
Management
Intended to influence enrollments and total
campus revenue
Organized by strategic planning & research
Concerned with
- College choice
- Transition to college
- Student retention
- Student outcomes
The EM Concept (Don Hossler)
19

20. The Work of Strategic Enrollment
Management
Intended to guide campus practices in new
student recruitment & financial aid, student
support services, curriculum development &
other academic areas to influence
enrollment, persistence, and outcomes
Designed to meet state and federal
expectations (particularly public institutions, but
increasingly for privates—both non-profit and
for-profit)
The EM Concept (Don Hossler)
20

21. What Influences Enrollments?
Fixed characteristics:
- Mission
- Location & Cost
Fluid Policy Decisions:
- Recruitment
- Net price
- Retention efforts
Mixed characteristics (can
be altered but not easily):
- Academic programs
- Student experience
- Perceived quality
External Public Policies:
- Federal
- State
The EM Concept (Don Hossler)
21

22. Lasting Core Principles
Marketing orientation toward student recruitment &
admissions
Student retention is as important as student
recruitment
Financial aid can be used systematically to achieve
enrollment goals
SEM should bring discipline, integration, and
intentionality to achieving institution’s enrollment goals.
Setting the Context for Dialog (Don Hossler & David Kalsbeek)
22

23. Enrollment Management Can Look
Very Different
One stop or two stops?
Commuter or residential campus?
Local, regional, or national institution? (student
market and draw rates)
Two-year and four-year
Professional schools
The EM Concept (Don Hossler)
23

24. Perspective is Everything
Institutional Perspective?
Public Policy Perspective?
Campus
Federal
System
State
Professional schools
International
- Recruiting international
students
-
EM in other countries
The EM Concept (Don Hossler)
24

25. Promising Practices in Strategic
Enrollment Management

26. Example: Augsburg College
Gage Center for Student Success
Seamless student support based on
assessment of individual needs
Advising, academic skills, and other support
services such as TRIO and disability services
http://www.augsburg.edu/gagecenter/
26

27. Example: DePaul University
Enrollment Management and Marketing
Alignment of
enrollment, retention, marketing, career
services, and employer relations
Broad view of enrollment management
Creation of strategic groups:
27
-
Admission & Financial Aid
University Marketing
Career & Money Management
Center for Access & Attainment
Student Records, Systems, & Services
Institutional Research & Market Analytics
Division Planning & Management
http://www.depaul.edu/emm/

28. Example: University of New Mexico
Enrollment Management Division
Comprehensive approach to
recruitment, retention, and graduation of
students
Collaboration of
- Admissions and Recruitment
- Publications and Marketing for students
- Communication Center
- Financial Aid and Scholarships
- Registrar’s Office
- Veteran’s Resource Center
28
http://em.unm.edu/

29. Example: St. Louis University
Enrollment and Retention Management
Strategy closely tied to university mission
Five-Year Guiding Philosophy and Strategic
Planning Framework:
- University mission
- University strategic objectives
- University strategic direction for student enrollment
- ERM values
- ERM strategic goals
http://www.slu.edu/Documents/enrollment_management/Org-Charts/SEM-Plan-Framework.pdf
29

30. Learn More
USC Center for Enrollment Research, Policy, and
Practice (CERPP)
•
•
•
•
•
•
Nationally-recognized faculty
Online and flexible
Intensive 30-week (anticipated) program
Electronic portfolio to share and showcase your work
Build a national network of colleagues
Opportunity to meet colleagues in person at a half-day session, as
well as complimenary registration to our CERPP annual conference
(held in January in Los Angeles)
www.usc.edu/programs/cerpp/Certificate/
30

31. And More
American Council on Education: Fellows Program
•
•
Since 1965, focused on Hi Ed leaders of all kinds
•
Participate in 3 multi-day seminars, engage in team-based case
studies, visit other campuses, and attend national meetings
•
Develop a network of higher education leaders across the US and
abroad
•
Various program plans
Participate in key meetings and events, and take on special projects
while under the mentorship of a team of experienced campus or
system leaders
www.acenet.edu/leadership/programs/Pages/ACE-FellowsProgram.aspx
31

32. Focus Issue: Student Return on
Investment

33. Considering Return on Investment
―We have not even begun to develop the college
ratings system yet, and we are only in the beginning
stages of soliciting input from a wide range of
stakeholders about the metrics that should or should
not be used in the ratings system…
No later than December of 2014, we’ll use the feedback
we receive to finalize the college ratings system.‖
September 20, 2013, Secretary of Education, Arnie Duncan
33

34. ED Ratings System
4 OPEN FORUMS
• #2: Wednesday, November 13; 9 AM-5PM; George
Mason University
• #3: Friday, November 15, 10 AM-2 PM; University
of Northern Iowa
• #4: Thursday, November 21, 11 AM-5 PM;
Louisiana State University
2015: Implement
2018: Results tied to Federal aid
34

35. Considering Return on Investment
What measures should students
consider when making a
decision to “invest” in a
postsecondary ?
35

36. Possible Measures
With a partner, review the handout of SROI
measures and then…
1. Add to and/or edit this list
2. Prioritize these measures – you each have 10
points. Place 1 or more points next to those
measures you believe are most important for
communicating SROI (you may place all your 10 points on
1 measure or 1 point on 10 measures or something in between)
3. Rank order your measures from highest to
lowest in terms of points
4. Share with whole group your ―Top 5‖
36

37. Priority Measures
Form a group of 3-5 people. Discuss the following:
• The ―Top 5‖ measures
• Feasibility of reporting the ―Top 5‖ measures
• Cautions and concerns associated with the ―Top 5‖
and reporting these measures to prospective
students
Share 1 key point with the whole group
37

38. SROI
Are you interested in continuing this
conversation?
Hobsons is interested…
Assembling group of interested
institutions/organizations/people in developing an SROI
index (set of weighted measures).
Contact me for more information
38

39. Your Next Steps and Closing

40. Your Next Steps
Now what???
Based on your experience today…
• What will you change?
• What will you do more / less of?
• With whom will you connect?
40

41. Thank You!
Todd Bloom
Chief Academic Officer
Hobsons
todd.bloom@hobsons.com
(952) 807-5345
@Todd_bloom