Recruiting and Enrollment
Derek Skaggs, Director of Admissions
Spring 2010 Enrollment
Spring 2010 Enrollment Comparison
Census Dates
Enrolled
Term
Headcount
Hours
201010
200910
Difference
5,431
5,090
341
6.70%
64,106
60,078
4028
6.70%
Source: MSSU Center for Institutional Research and Assessment
Fall 2009
Admission Funnel Comparison
2009 2008
2009 2008
2009 2008 2009 2008
Percent 2009 2008
Apps Apps Margin Admits Admits Margin Percent Percent Enrolled Enrolled Margin Increase Yield Yield
FFR 1568 1382 186 1483 1330 153 95% 96%
858
771
87
11% 58% 58%
TR 1100 952 148 1084 910 174 99% 96%
587
540
47
9% 54% 59%
Total 2668 2334 334 2567 2240 327 96% 96% 1445 1311 134 10% 56% 59%
Over 4200 Colleges & Universities:
Heavy Competition for Students
Number of Colleges and Universities
SOURCE: U.S. Education Department
http://chronicle.com Section: The 2007-8 Almanac, Volume 54, Issue 1, Page 8
Competition
Missouri
65,000 High School Graduates
53% go to college =34,450 graduates
Roughly 18% go out of state=28,249 graduates
28,249 graduates /128 Institutions= 221 graduates per
institution
SOURCE: US Dept. of Education 2005
High School Graduate Projections for
Selected States
Actual 2000–01 to
Projected
Region and state
2005–06
2005–06 to 2012–13 2012–13 to 2018–19
Arkansas
Kansas
Missouri
Oklahoma
NCES Table 26 Sept. 2009
6.2
1.6
7.9
-2.6
-1.6
-5.7
-2.9
-2.4
12.8
7.0
7.6
8.7
2005–06 to 2018–19
11.0
0.9
4.6
6.2
Projections for Missouri High School Graduates
Knocking at the College Door, WICHE 2008
SOURCE: WICHE 2008
Trends Summary
1.
2.
3.
4.
5.
6.
Decreasing numbers of high school graduates in the
Midwest and Northeast, including MO
Last year, 25% of MO ACT testers met all 4 ACT College
Readiness Benchmark Scores (English=18; Math=22;
Reading=21; Science=24)
Increasing numbers of freshmen choosing to start at
community colleges
Increasing diversity and financial need of future high
school graduates
Increasing dependence on student loans and a larger
percentage of household income needed to pay for
college
Continued growth in the college student gender gap
Other Shifts to be Aware of…
•
•
•
•
The Economy
First Generation Participation Rate
Increased Competition for International Students
Changes in Work Force Needs and Training
Development
• Communication/Technology patterns: +90% with cell
phones and 63% using Social Networking Facebook
and MySpace prior to freshmen year
Strategies to Consider
• Increase Retention
• Expand recruiting efforts in NW AR, KC,
Springfield and St. Louis
• Increase Market Share and College
Participation in our region
• Look for Different Student Markets (graduate,
non-traditional, on-line, dual credit,
international, veterans)
• Increase Transfers from 2-year Colleges
Enrollment Goals
New Freshmen
New Transfers
International
Graduate
Total Enrollment
Retention
Diversity
Out-of-State
Feeder Counties
KC /St. Louis
Springfield Area
2008
771
540
85
45
5264
62%
11%
15%
63%
1%
1.08%
2009
800
575
90
60
5375
65%
11%
15%
70%
2%
1.10%
2010
815
585
100
70
5525
66%
12%
16%
72%
3%
1.25%
2011
830
600
115
80
5650
67%
12%
16%
73%
3%
1.50%
2012
845
615
125
90
5775
68%
13%
16%
74%
4%
1.75%
2013
860
630
135
100
5900
69%
14%
16%
75%
4%
2.00%
2014
875
650
150
110
6000
70%
15%
16%
76%
5%
2.00%
Enrollment Plan
• Enrollment Management Committee is CoChaired by Derek Skaggs and Chad Stebbins
• The Enrollment Plan Steps
1. Teams were created to develop parts of the
plan.
– Undergraduate Freshmen, Transfers and
Readmits Team, Chaired by Derek Skaggs
– International Team, Chaired by Chad Stebbins
continued
Enrollment Plan
– Distance Education Team, Chaired by Jerry
Williams
– Graduate Team, Chaired by Glenn Coltharp
– Diversity Team, Chaired by Glenn Coltharp
– Integrated Marketing Team, Chaired by Rod
Surber
– Student Success Team, Chaired by Delores Honey
– Residence Life/Student Life Team, Chaired by
Darren Fullerton
continued
Enrollment Plan
Steps Continued……
2. SWOT Analysis Performed
3. Team Reports Submitted
4. Plan Developed, which included Goals,
Objectives and Tactics
5. Plan Reviewed and Approved
Enrollment Plan
Goal 1: Increase the enrollment of new students by
3% each year for the next five years
• Increase recruitment efforts in targeted areas
beyond the nine-county service area in SW MO.
• Initiate the high school recruitment process earlier.
• Increase market share in our nine-county service
area.
• Establish a stronger partnership with Crowder
College
Continued
Enrollment Plan
• Increase transfer recruitment efforts in targeted
areas beyond our normal feeder community colleges
• Increase/expand international student recruitment
efforts
• Establish an office that coordinates all graduate
programs to increase graduate enrollment
• Expand graduate offerings
• Increase/expand recruitment efforts targeted toward
non-traditional and distance learners
Continued
Enrollment Plan
Goal 2: Improve student success
• Increase freshman to sophomore retention
rate by 10% and 6-year graduate rate by 5%
over the next 5 years
Continued
Enrollment Plan
Goal 3: Enhance the image of MSSU
• Expand marketing and public relations efforts
in our immediate community and other
targeted areas such as Springfield, Kansas City,
St. Louis, Northeast Oklahoma, Southeast
Kansas and Northwest Arkansas
How Did We Do?
Goal
2009
New Freshmen
New Transfers
International
Graduate
Total Enrollment
Retention
Diversity
Out-of-State
Feeder Counties
KC /St. Louis
Springfield Area
800
575
90
60
5375
65%
11%
15%
70%
2%
1.10%
Actual
2009
858
587
104
62
5702
66%
12%
13.80%
70%
1%
1.10%
Margin
58
12
14
2
327
1%
1%
-1%
0
-1%
0
The Entire Campus Must be Engaged in the
Solution
“Changing demographics is not simply an issue for
enrollment managers—and enrollment managers
cannot “do magic” to perpetuate the status quo.
Trustees, presidents, deans, faculty, and other
administrators need to engage in some serious
strategic planning to project manageable goals, not
only from the institution’s perspective, but also from
the perspective of providing access and opportunity
to this new group of students.”
SOURCE: College Board. (2005). “The Impact of Demographic Changes on Higher Education”