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A few quick disclaimersWe understand that outreach is a SMALL part of this larger conversation on how to help under-represented students. But this is where our expertise lies, in helping you connect with students. Our focus is going to be primarily on low income, first generation students with a specific emphasis on hispanic/latino students and africanamerican students. We found that in our research we simply could not generate enough native american student responses, which is problem a topic for an entirely different session and that our Asian populations responded almost identically in line with our caucasian respondents. They definitely seemed more sophisticated and savvy to this whole process.This is meant to be a collaboration, I would never express to be THE expert and look forward to hear your successes and what has worked well for you and your campus. Hopefully we can all learn from each other today.
INSERT THE FINANCES SCARE US FROM EVEN TRYING VIDEOThank everyone for attending the session, hope they find it valuable.I think it is important to start off by telling you the why behind our presentation and let me start by playing a short video clip. Going to talk a lot today about networks. Networks is a common theme these days and I feel one of the biggest reasons someones succeeds or does not succeed in college. Let me show you this video and then I would like to share my own experience.This is a perfect example of why we felt this is such an important topic. As you can see from the stats on the board, there continues to be huge gap in college education for under represented students. Who does this student have? Who is in her network? My own personal experience, its all about who you knowOur goal today is to give you ideas on how to expand your own network to reach these students and also how to counsel and provide opportunities for students to grow their network as well.
Break this presentation into 3 sectionsHow to find and connect with under represented students.Once you have found them hot to effectively work with them to successfully navigate this processWhat are the main factors that contribute to their enrollment decisions and what you as an institution can do to see growth in these areas.
Student clip showing how influential his sister has been in the processINSERT THE SISTER IS MOST INFLUENTIAL VIDEO
So we felt the most important question we could start with is, who is influencing these students. Who has their ear and is able to motivate these students to action. So our first question was how influential are the following people in your decision to just go to college. Every choice was on a 4 point scale ranging from not influential at all to very influential. The chart above shows the answers in order of most influential to least, with the answers combining to hit 100%. Main talking points- parent is obvious, play a huge role, but not surprising that hispanic and africanamerican students are not receiving equal parental influence. I think one issue is many of these parents don’t know. Many of the students in our focus groups actually said that they knew their parents supported and encouraged their decision, but really were not able to offer them any help. We were surprised by teachers and how influential, even more so than guidance counselors. Again, keep in mind this is for students deicision to attend, not where to attend. You will see that things shift a littleYou will noticed that among hispanic students that sibling influence is actually the third highest influencer. More so than any other ethnicity. Many students also said that their extended family, grandparents, uncles, nieces all played a big role in pushing them to go to college.I think the a really encouraging takeaway is just how influential admissions officers and tour guides can be, especially for africanamerican students. Goes back to the aneshia example, the network for her just isn’t there from family, classmates or friends, you have to push yourself and so having that push from an outside mentor is huge. Recommendation is to use current students at your university to reach out to their networks and people in their communities.
Parents really become the driving force, especially when you factor in cost, location, etc. Was again surprised to see how much the admissions counselors and tour guides influenced students decision as well as current college students begin to play a much larger role in this process. Teachers become a little less influential, as it should be. One thing we wanted to be clear on is guidance counselors. Many students did not know how to define this. Many of the high schools we were in students expressed frustration in their guidance counselors, many were looked at as graduation checklisters, not college guidance. Many in the focus groups sincerely thanked their college or career center leader, AVID counselor, etc for the support and motivation they provided. Main talking points- parent is obvious, play a huge role, found this did not vary much between ethnicities or among first gen or non first gen. Siblings and extended family become drastically less important in where the students go, in fact some may even be a detractor. HSC counselors become more important in where the student ends up, teachers not as much.Again emphasize the importance of admissions officers and their role in this process. These relationships are key and time needs to be spent to foster hat relationship, especially for young africanamerican students.We did not ask about religious leaders, but should have.
Insert the chart here about admissions counselor qualities and what is most important:Key takeaway, above all else is the personal approach and assistance from the counselor. One student said that the counselor would even check in as a mentor, not just in relation to the school itself. Second was that the student attended the college itself, or have students on hand to chat with these students. This goes back to our discussion earlier that students feel like they are being sold. Also, please give tour guides the chance to be candid. Tell students what your warts are. Prepare them. Many students will appreciate this and it will help them make the right choice. Same major, makes the argument for possibly having major based admission counselors, LeTourneau University does this and it has been wildly successful for them. I know this becomes difficult as we think about travel, etc. but based on our feedback it is extremely important. If you don’t feel comfortable doing this, get the faculty involved to send communications based on these majors and communications.Gender, Race, religion all were not huge factors AT ALL, in fact many students said they would prefer the opposite to get different perspectives.
Now that we know that admissions folks can be so influential it is important to know how students want to be contacted. The difficulty with these questions is every student is different and of course the question is always…which phase. One thing I know as well from schools I work with there is always this fear of driving students crazy. Based on the focus group feedback, I Strongly encourage you to always error on the side of being obnoxious. Many students said the best thing that schools could do is support them in this process and specifically mentioned schools who took the time to invest that time and build that relationship. As long as intentions are good, you will always be OK. One point that stuck out to us is that 2 times as many africanamerican and hispanic students said they would like text alerts compared to caucasian students. The funny thing is whenever we ask this questions students say, oh no, I would never want a text from a college and then we say well what about deadlines or imporant dates, etc and they always sing a different tune.
How do you prefer to be contacted, need to implement. I think suggestions on what part of the process. Keep emails breif due to the use of mobile devices.INSERT TEXT QUESTION VIDEO
Here will be the chart showing what tools were most helpful in their college search process:Key takeawaysCampus visit is king- more on this later, as a high school counselor encourage students to take any campus visits. This will help them be informed. Getting students on campus is the single biggest factor in determining where that student will enroll. We will discuss in greater length what more can be done to get students, especially low income students to campus. Colleges .edu websites and student reviews were extremely important, but is their content specficially for low income, first generation and minority students? I think this is something that schools are not doing well enough. Create specific content for these students. Many students complained about the complexity of these sites and ease in getting the information. Talking with current students. There is definitely a stigma out there that colleges are trying to sell me something and I want to hear directly from students. Involve students in this process as much as possible.College search sites came in at a very respectful number, nice plug for Zinch
Options for those who could not afford to fly everyone in:Solid virtual tour- Any examples?Online chat for greater accessibility.Robust social media platform to provide a relationship building experienceLots of great video- flip camera exampleUNR vegas day example is awesome
That school became the top choice and where she eventually applied and enrolled.The campus visit experience is so crucial. Show a day in the life, introduce them to the student supprot services. When I was in college I used to work in housing, it was a ton of fun, I loved it and students were able to ask me questions about my experience, good and the bad. Campus visit experience video
We will be inserting the chart from our 2010 survey showing where students access online info, amazing how many are mobile now.Focus on the rise of mobile users. One focus group we did, every student said they receive email on their phone, 50% of the room had iphones and 40% had blackberries. Remaining 10% had androids and this was in a low income, heavy first gen high school.
Now that we have discussed how to connect with these students we want to switch our attention to helping them navigate the process effectively.
Now that we determined how to connect with students and where to go next we wanted to see what is most frustrating to these stduents. I am sure you can guess the top three answers. Let me share some quick feedback from students directly.I love this video because it highlights a huge frustration point for under represented students, the test. I would encrouage schools to really think about the emphasis they are putting on these tests. Take this girl as an example, young, brigh, sharp, energetic. Clearly a leader in this school and the focus group and yet she is going to be defined by a 5 hour test? They were not designed for those who can not gain access to test prep and so I would encourage you to think about this in your application and admission policies. This is not meant to be anti-sat rhetoric, just something to think about.
The thing I love about this video is obviously at Zinch our mantra is we belive students are more than a test score. This is not a statement against any testing agecny or anything, but I do think schools should consider the emphasis they put on these tests. They are just not designed for students that do not have the resources for test preps or have access to really solid AP prep programs, etc. They are helpful, but here you have an extremely talented, motivated africanamerican woman and her chances of getting in somewhere may be limited now because she did not perform well on a 5 hour test. I remember my own experience and thinking I don’t know what any of those words are! So here are the repsonses. Highlight whatever you think is important here.
Big point of emphasis for this pres, COUNSEL FIRST. Be there for the students. Don’t recruit first, counsel first. The question is, what can we do about it and how do we help. I think one of the biggest lessons I learned from this project is collectively we all have to do a better job at counseling first. That’s who we are, admissions counselors. It should not matter at the end of the day where these students end up, but whether or not we helped them get closer to their achieving their goals. In our SF focus groups some students shared their experience with Dominican University. We heard examples of colleges coming to campuses and providing assistance with everything from writing essays to filling out the fasfa. I think if our goal is to help students, this will ultimately come back to impact our enrollment numbers for the positive. One of the things that Penn State shared a huge part of their success was having satellite “admissions offices” in all the major metropolitan areas of PA. They wanted students to be able to come and meet with their staff in person and have their staff in the territories to be available to be on high schools campuses and involved in community programs as much as possible. I think this is an amazing idea and with the internet and tools such as skype and mobile devices there is no reason schools could not do this themselves. Second thing we learn is the importance of accessibility. Make your self available, if not in person, but through online tools such as chat, skype or oovoo, Social media, phone and text. This goes back to the idea of helping students expand their network. It is crucial for their success which is ultimately your success.
Trust and support are key to any successful admissions strategy and especially when dealing with underrepresented and first generation families.”Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State UniversityThe college admissions process has been skewed by the affluent. The most important thing you can do is get personal. Point of Penn State
Will insert the chart on which factors were most important for students. Key Takeaways are Majors, money and feeling comfortable. Feeling comfortable is big because in can encompas so many things,
Nacac 2011 under represented students (3)
E511: Recruiting Under-Represented Students<br />Understanding Who and What Influences their College Search and Enrollment Decisions<br />Nathaniel Hancock, Zinch VP of College Relations<br />firstname.lastname@example.org; 248-924-0422<br />Jessica Krywosa, Suffolk University, Director of Web Communication<br />email@example.com<br />David Pierre, St John’s University, Senior Assistant Director, firstname.lastname@example.org<br />
today’s | focus<br /><ul><li>First gen, diverse & low income students
Outreach during the college search, application and yield process
Interact and Share: Any ideas, questions or suggestions are encouraged</li></li></ul><li>the | reasons<br />“In 2009, 28% of Americans 25 and older had at least four-year degrees. But the rate for Black Americans was just 17%, and for Hispanic Americans only 13%.” Census report, as reported in The Chronicle of Higher Ed, January 2011<br />
the | reasons<br />First year low-income college students by race and institution<br />% difference in enrollment 2000-2008<br />Enrollment in For-Profit schools increased 8% among African American students and 6% among Hispanic /Latino students from 2000 to 2008 <br /># The % of Native Americans enrolled in Private 4-Years is indistinguishable from 0<br />
the | reasons<br />Percentage of first year female college students by poverty status and institution type, 2008 <br />Not in Poverty<br />Poverty<br />Students below the poverty line are 3 times more likely to enroll in a For-Profit School<br />
the | reasons<br />Projected change in the number of high school graduates over the next 5 years<br />(between 2009-2010 and 2014-2015)<br />Severe decline (10%+) across all<br />Severe decline (10%+) Caucasian and Asian and moderate (4-10%) across under-represented<br />Moderate decline (4-10%) across all<br />Minimal decline (<4%) among under-represented and moderate Caucasian and Asian<br />*Alaska & Hawaii = yellow<br />Static growth or slight increase across all<br />Source: WICHE 2008 <br />
section | one <br />Finding and connecting with under-represented students<br />
one | zinch project<br /><ul><li>3 surveys over 1 year
one | contacting students<br />How helpful were the following during your college search and decision process?<br />
one | campus tours<br />Financial concerns prevented me from doing the following:<br />75% visited the campus before enrolling<br />70% visited less than 4 schools<br /> When asked what you would do differently, 77% of students said, “Visit more schools”<br />
one | online access<br />Where do you search or receive information from colleges?<br />Students with a reported income below $50,000:<br /> 37% access information on a mobile device daily or weekly<br /> 53% use a public computer at least monthly <br />
one | search sites<br />What websites have been most helpful to you in your college search process?<br />
one | always listen<br /><ul><li>If we don’t know, we can’t change
two | biggest frustrations<br />What was most challenging during the admissions process?<br /> Largest discrepancies between student groups:<br />“Paying college application fees” ranked 2nd among African American/Hispanic Students<br />“Filling out financial aid forms” ranked 3rd highest among Low Income Students<br />
two | financial concerns<br />How important was the cost of a particular college in the choice of whether to apply?<br />49% of low income students said they would not take out a loan because of two reasons:<br /> Fear of going into debt<br />Fear of the inability to pay back the loans upon graduation<br />
two | counsel first<br />“We see ourselves as counselors first, enabling prospective students and their families to make informed decisions about their futures.” Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University<br />
two | always educate<br />Clearly define confusing terms:<br />First Gen, Student to Faculty Ratio, Early Decision, Waitlist, Yield, Rolling Admissions, etc.<br />Parents, parents, parents<br />Personal Approach<br /> “Although you are interacting with hundreds of possible candidates, each student appreciates feeling as if you personally want them to go to your school and that they'd be a perfect fit.” <br /> -High School Senior<br />
two | current students<br />“To have more students from the college explain student life at the college, the finances and extra activities that can be done. When on a campus tour, non-virtual or virtual, walk through a students day at the college. I would like to be able to read or hear from students currently attending that specific college.”<br />
Posse Foundation, http://www.possefoundation.org/
Charta Squad, Art Samuels, Director of College Guidance, Willamsburg Charter High School, Brooklyn, NY</li></li></ul><li>four | survey whitepaper<br />Rob Wellington<br />Regional Director<br />email@example.com<br />831-227-8973<br />