SEM
SEM Meets SAM:
Strategic Access Management and
What It Means for Colleges and Universities
22nd Annual SEM Conference
Orlando, Florida
Presented by Brandy Johnson and Christopher Tremblay
Session Overview
Access to college is paramount to achieving national degree
completion goals. The national college access movement has
facilitated much progress toward expanding access for all types
of students – but needs to be retooled to meet the demand of
workforce needs. This session will provide an introduction to
this movement, position it contextually within the strategic
enrollment management framework, and provide best practices
for colleges to consider the role of access in optimizing
enrollment.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Presenters
Christopher Tremblay
Assistant Vice Chancellor for Enrollment Management
University of Michigan-Dearborn
Brandy Johnson
Executive Director
Michigan College Access Network (MCAN)
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
About the University of Michigan-Dearborn
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Located in the Metro Detroit area
1 of 3 University of Michigan campuses
9,100 students
Metropolitan University
Evolving into a residential campus
Balance access with excellence
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
About the
Michigan College Access Network
• Serves as state leader and coordinating body for major college access
strategies and initiatives.
• Began as special project of former Governor Jennifer Granholm in 2009.
Spun out into Lansing-based 501(c)(3) in 2010.
• Governed by 13-member board and operated by 5-member staff.
• Primarily serves as intermediary support organization for 50+ Local
College Access Networks (LCANs) by providing funding and technical
assistance.
• Implements statewide college access projects and campaigns, provides
professional development to school counselors and college access
personnel, advocates for policy reform, and builds capacity of partner
initiatives.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Workshop Outline
I.
Basics of SEM & College Access
II. Leadership and Key Principles
III. Applied Case Study:
MCAN, Project ACE, and UM-Dearborn
IV. Discussion
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
Basics of SEM
Strategic Enrollment Management
Hossler & Bean, 1990
“…an organizational concept and a systematic set of activities
designed to enable education organizations to exert more
influence over their student enrollments. Organized by
strategic planning and supported by institutional research,
enrollment management activities concern student college
choice, transition to college, student attrition and retention and
student outcomes…”
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Strategic Enrollment Management
Dolence, 1993
“…a comprehensive process designed to help an
institution achieve and maintain optimum enrollment,
where optimum is defined within the academic context
of the institution.”
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Strategic Enrollment Management
Bontrager, 2004
“…a concept and process that enables the fulfillment of
the institutional mission and students’ educational
goals.”
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM Timeline
1974
1980
1980s
1980s
1991
“Enrollment
Management”
is coined by
Campanella
Institutional
Marketing
EM as
Strategic
Planning
Hossler and
the Role of
Research
1st AACRAO
SEM
Conference
1993
2006
2006/2009
2009
2013+
Dolence on
SEM and
Academic
Context
Kalsbeek’s 4
Threads of
SEM
Kalsbeek/
Hossler:
Role of the
Marketplace
Going
Forward
Goal: Synergy
3 Faces
of SEM
Critical
Success Factors
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM’s Evolution Related to Access
Campus-Based and Statewide Partnerships
-Cited by Henderson, 2008
-Broadening of interest beyond institutional perspective
SEM and Access: Truth or Dare
-Address by Kalsbeek, 2005
-Magnitude and complexity of the challenge of access
-Access within SEM can be accomplished
-How to commitments to access complement, co-exist or
conflict with enrollment management?
-Balancing of competing values
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Embedded in Mission Statements
University of Texas at El Paso
As a public university, UTEP is committed to providing
access and opportunity to the people of the El Paso region
and the State of Texas.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Embedded in Mission Statements
Western Governors University
The principal mission of Western Governors University is to
improve quality and expand access to post-secondary
educational opportunities by providing a means for
individuals to learn independent of time and place and to
earn competency-based degrees and other credentials that
are credible to both academic institutions and employers.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Embedded in Mission Statements
University of Michigan-Dearborn
Division of Enrollment Management and Student Life (EMSL)
As a team of educators, advocates and providers of first-class
resources, EMSL is committed to:
• Attracting, enrolling, retaining, and graduating students of high
quality by providing a supportive and inclusive educational
environment
• Collaborating with the campus and metropolitan communities to
achieve the University’s goals
• Promoting accessible and diverse educational opportunities
• Empowering and engaging students through experiential education
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Examples of Access Efforts on a College Campus
New Initiative for College Access was
created with the belief that institutions of
higher learning have a profound
responsibility to low income and under
served students in our community.
hnu.edu/admissions/collegeAccess.html
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Examples of Access Efforts on a College Campus
Thinking about Tomorrow Program
-Originated in 2005 as a pre-cursor to statewide efforts
-Designed to expose students to college earlier
-Components
-Website [umd.umich.edu/tomorrow]
-Communications
-On-Campus Events
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Where/how does
access live within
your school?
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
OLD MODEL
Recruitment and Retention
NEW MODEL
Access and Success
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
Basics of
College Access
College Access Movement
Definition:
Efforts at all levels to increase the likelihood that students will
graduate from high school fully prepared to enroll and succeed
in college.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
College Access: Major Stakeholders
Lumina Foundation
The Kresge Foundation
The Bill and Melinda Gates Foundation
U.S. Department of Education
The Education Trust
College Board’s NOSCA
National College Access Network (NCAN)
GEAR UP/TRIO Programs
National College Advising Corps (NCAC)
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
College Access: 4 Buckets
Social Capital
• Students aspire to pursue postsecondary
education and have college-positive caring
adults in their lives.
Academic
Preparation
• Students receive the academic preparation
necessary to undertake and succeed in creditbearing college-level course work
College
Knowledge
• Students have an understanding of the
intricacies of college admissions and financial
aid
Affordability
• Students have the means to pay for a college
education
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Shared Vision of College Access
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Examples/trends –
Converging on basic values
Moving from programs to ne
data-driven education: The movement uses the term "college" to
CollegeMore
is postsecondary
and LCANs
refer to MCAN
the attainment
of valuable postsecondary credentials beyond high school,
including professional/technical certificates and academic degrees.
College is a necessity: Postsecondary education is a prerequisite to success in a
knowledge-based economy. Everyone must pursue and complete a postsecondary
credential or degree beyond high school.
College is for everyone: The postsecondary education attainment rates among lowincome students and students of color are significantly lower than those of other
students. The movement is committed to closing these gaps.
College is a public good: Postsecondary educational opportunity and attainment are
critical to a just and equitable society, strong economy, and healthy communities.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
OLD MODEL
Programs
• Federally funded programs like
GEAR UP and TRiO
• Community based organizations
• Scholarship programs
NEW MODEL
Networks
• Cross-sector leadership alliances
and collaboratives
• “Collective Impact”
• National, State, and Local
College Access Networks
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
OLD MODEL
Outputs
NEW MODEL
Outcomes
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# of students receiving tutoring
# of applications filed
# of students served at College Goal Sunday event
# of parent workshops held
# of seniors planning to go to college on exit survey
•
% of students exceeding national ‘college-ready’
benchmark scores
% of students completing college admissions
applications, by school type
% of students who complete and submit a FAFSA form
% of students who enroll within 6 months of high
school graduation
%of students placed into English/Math remedial
courses
Year-to-year student persistence
Degree completion with six years
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SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Michigan College Access Network Timeline
2004
2008
2009
2009
Cherry
Commission
Report
released
Michigan
receives
federal
CACG
Governor’s
Office
announces
MCAN at
Summit
MCAN joins
KnowHow2GO
Kresge
Foundation
makes $1
million
donation to
MCAN
2010
2010
2011
2012
2012+
MCAN forms
first Local
College
Access
Networks
MCAN exits
Governor’s
Office &
becomes nonprofit org.
MCAN
receives $2
million state
appropriation
Support 50+
LCANS
across the
state
Michigan
loses CACG
due to
violation of
Maintenance
of Effort
2009
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Parallel Lives
There is now an opportunity and
obligation to align these
intersecting movements.
Defining “Strategic Access Management”
A Proposed Definition
Beyond just a promise to be accessible, strategic access
management (SAM) is a organized approach of ensuring that
the widest possible number of future students have an
opportunity to enroll prepared to succeed in your college or
university.
SAM requires the same key principles of SEM.
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
Leadership and
Key Principles
Network Leadership
• A new concept
• Can have an impact on SEM
• Grounded in collective impact, community organizing, &
coalition building
• Emerging practice in SEM
• “Global level of educational practice”
• Example: National College Access Network
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Using Dolence’s Critical Success Factors
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Leadership
Strategic Planning
Comprehensiveness
Key Performance Indicators (KPIs)
Research
Academic Foundation
Information Technology
Evaluation
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
Applying
Principles:
A 3-Part Case Study
Introducing…
ACCESS
State College Access
Network
PROJECT ACE
Local College Access
Network
ENROLLMENT
College/University
-MCAN’s Role
-UM-Dearborn’s Role
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
LEADERSHIP
ACCESS
Provided structure,
funding, and technical
assistance to create
LCANs
PROJECT ACE
Executive Leadership
Team agreed on shared
vision
ENROLLMENT
Vice Chancellor support
and buy-in
LCAN Common Agenda
• Shared, clear vision
• Goals
• Sign off by cross-sector
team
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
STRATEGIC PLANNING
ACCESS
Collaborative Action
Planning
PROJECT ACE
Used data to create a
Vision 2020 Strategic Plan
strategic plan to boost local
FAFSA Completion Rates
Enrollment Plan
LCAN High Schools
High School #1: Wayne Memorial
High School #2: John Glenn
High School #3: Inkster
High School #4: Romulus
TOTAL FAFSA COMPLETION RATE
SEM
ENROLLMENT
# of
Seniors
342
448
287
302
# of FAFSA
FAFSA
Completed completion
*
Rate
185
54%
208
46%
117
41%
127
42%
46%
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
COMPREHENSIVENESS
ACCESS
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Coordination
Alignment
Mapping Assets
Embed Existing
Systems
SEM
PROJECT ACE
Cross-sector leadership
team with shared
accountability for meeting
goals
ENROLLMENT
Integrated focus
Shared responsibility for
integrating and
implementing the strategic
plan
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
KPIs: Dashboards
ACCESS
MCAN Dashboard Metrics
SEM
PROJECT ACE
ENROLLMENT
LCAN Dashboard Metrics
UM-Dearborn Metrics
• Aspiration by 8th grade
• ACT College-Ready
Benchmarks
• FAFSA Completion
• College Enrollment
• College Completion
• Community Attainment
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Yield
Diversity
College Retention
College Completion
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
RESEARCH: Analyze data to inform strategies
ACCESS
Example:
Reports on lack of
counselor training for
Professional Development
as key strategy
SEM
PROJECT ACE
ENROLLMENT
Use data to drive decisions
on priorities –
Use of National Student
Clearinghouse Data
Example: Using adapted
Six Sigma framework to
identify FAFSA Completion
as a challenge and
opportunity
High School Progress
Reports
ACT College Readiness
Benchmark Data
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
ACADEMIC FOUNDATION
ACCESS
Goal 2025: Degree
completion = ultimate goal
PROJECT ACE
ENROLLMENT
% of students meeting
Student academic success
ACT College-Ready
benchmarks as key metrics Student Success Center
Degree completion
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
INFORMATION TECHNOLOGY: Information Systems
ACCESS
PROJECT ACE
www.MISchoolData.org
Coming Soon…
Center for Educational
Performance and
Information (CEPI)
WEST
ENROLLMENT
Student Information
Systems
Customer Relationship
Management Tools (CRM)
Signal Systems
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Evaluation: Assessment of Effectiveness
ACCESS
Dashboard Metrics –
Year-to-Year Progress
PROJECT ACE
Continuous Improvement
ENROLLMENT
Learning Outcomes
Assessment of strategy
effectiveness
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Common Themes in SEM + SAM Practice
• Shared Responsibility
• Tensions
• Between access and success
• Within success
• Within enrollment management communities
• Equity matters
• Long Haul
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Strategic
Enrollment
Management
The
Student
College
Access
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Recommendations for Colleges/Universities
• Know what kind of access networks (if any) are developing in
your state/community
• Take a leadership role within local college access strategies
• Be the bridge between K-12 and Postsecondary Education
• Be the broker of data
• Re-evaluate your strategic plan through the lens of access
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
Discussion
How can you
accomplish SAM and
SEM in your area/at
your school?
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Contact Info
Brandy Johnson
Michigan College Access Network
brandy@micollegeaccess.org
517-316-1713
Christopher Tremblay
University of Michigan-Dearborn
cwtrem@umd.umich.edu
313-593-5151
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
Websites/References
Organization
URL
Michigan College Access Network
micollegeaccess.org
Project ACE
careertransitionsinc.org/indexA.html
Kalsbeek 2005 article
depaul.edu/emm/_downloads/2005_Kals
beek_ACCESSandSEM_v2.pdf
Strategic Enrollment Management (SEM)
and the Challenge of Access: Truth or Dare
Thinking About Tomorrow Program
umd.umich.edu/tomorrow
National College Access Network
collegeaccess.org
Holy Names University
hnu.edu/admissions/collegeAccess.html
SEM
SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities
SEM
SEM Meets SAM:
Strategic Access Management and
What It Means for Colleges and Universities
22nd Annual SEM Conference
Orlando, Florida
Presented by Brandy Johnson and Christopher Tremblay