Office of the Vice President
Enrollment Management and Marketing
Assessment Plan 2010-2015
Objective 1: Achieve ESF’s undergraduate enrollment goals by identifying,
cultivating, selecting and enrolling the desired number, quality, and
demographic mix of new undergraduate students (freshmen,
transfer students, full-time, part-time and distance learners).
Assessment Tools
Assessment Schedule
1. Management “count” reports tracking
information requests, applications,
acceptances, and enrolling students for each
academic program and demographic group.
1.
Weekly, semester, and
annual
2. Academic profile of admitted and enrolling
students for each academic program and
targeted demographic groups.
2.
Fall and spring
semesters
3. Admission “conversion” reports used to
assess enrollment and cost effectiveness of
recruitment activities.
3.
As needed
4. College Board Admitted Student
Questionnaire used to assess ESF’s market
position and prospective student (freshmen)
satisfaction levels.
4.
Bi-annual
5. College Board validity studies used to
measure predictive reliability of factors
(grades, SAT, etc.) used in admitting
applicants.
5.
Fall 2013
6. Competitor benchmarking through SUNY
central administration enrollment and financial
aid reports, and secondary sources (e.g. U.S.
News, Petersons, College Board).
6.
Annual (fall semester)
7. Enrollment projections/targets set in
consultation with SUNY central administration
and ESF executive cabinet.
7.
Annual
8. ESF retention reports analyzed for enrollment
implications.
8.
Annual
Objective 2: Assist current and prospective ESF students to obtain the financial
assistance required to complete their academic program, while
using available funds strategically to assist the College in meeting
its enrollment and net tuition revenue goals.
Assessment Tools
Assessment Schedule
1. Management reports tracking numbers of aid
applications received, student awards offered,
and aid budget expenditures for targeted
demographic groups.
1.
Twice monthly and
annual
2. Internal and external (state and federal
agency) audits verifying compliance with aid
eligibility regulations, awarding and
disbursement practices.
2.
Annual
3. Econometric studies used to assess financial
aid impact on freshmen enrollment rates.
3.
Annual
4. Competitor benchmarking with SUNY
campuses through central administration.
4.
Annual
5. SUNY Student Opinion Survey (current
5.
students) and Admitted Student Questionnaire
(prospective freshmen) measure student
satisfaction with financial aid information and
services.
Bi-annual
Objective 3: Produce college publications, web pages, and other media to
communicate ESF’s desired image; to provide information to
prospective students, employers, and other external audiences;
and to support the communication needs of other academic and
administrative department at ESF.
Assessment Tools
Assessment Schedule
1. Management reports track the number of
publications and other media produced within
client’s desired schedule and cost.
1.
Annual
2. College Board Admitted Student
Questionnaire provides specific measures of
the institutional image provided to admitted
2.
Bi-annual
freshman applicants through ESF publications
and website.
3. Communications awards given by affiliated
professional organizations (e.g. CASE,
SUNYCUAD).
3.
Annual
Objective 4: Increase the general awareness and visibility of ESF through an
effective news and media relations program.
Assessment Tools
1. Management reports track attainment of ESF
metrics for:
Assessment Schedule
1.
Midyear and annual
a. column inches of press;
b. mentions in national media;
c. mentions in state/local media;
d. special ESF events;
e. print and web advertising;
f. television and radio advertising;
g. television and radio coverage (news);
h. college publications produced;
i. news releases and reporter contacts;
j. web hits from external audiences;
k. users on ESF social networking sites.
Objective 5: Offer an intercollegiate athletics program that supports the
academic mission of the College and contributes to the quality of
student life on campus.
Assessment Tools
Assessment Schedule
1. Number of student-athletes participating in
intercollegiate athletics.
1.
Annual
2. Number of teams qualifying for post-season
championship competition (NAIA, USCAA, or
affiliated league championships).
2.
Annual
3. Computed year end grade point average for
student athletes.
3.
Annual
Objective 6: Contribute directly to the achievement of ESF’s diversity goals, and
to enhancing the diversity and quality of ESF’s educational
environment.
Assessment Tools
1. A large majority of the assessment tools used
by the EM&M Division (listed above) provide
specific information used to assess our
success in attracting and serving diverse
student populations.
Assessment Schedule
1.
2. Employee data is examined by Vice President 2.
and directors regularly to assess progress in
diversifying our Division’s workforce.
As identified above
Ongoing