8/25/2015
Strategic Enrollment Management
University Recruitment
Mel Tyler
Vice Chancellor for Student Affairs and Enrollment Management
Jennifer DeHaemers
Associate Vice Chancellor for Student Affairs and Enrollment Management
Strategic enrollment management is an integrated systems approach that focuses on student enrollments from the time of their initial inquiry through graduation and post‐graduation. An effective enrollment management system alters and improves the institution’s frame of reference about itself and its prospective students, community members and business partners. ‐ Don Hossler (1986)
Hossler, Don (1986). Creating Effective Enrollment Management Systems.
New York: The College Board.
The Three “R”s of SEM
Research
• Strategic Planning, Mission, Goals
• Environmental scan and market analysis
• Student assessments
• Marketing and establishing connections • Building relationships
Recruitment • Reinforcing choice and yield
• Academics
• Academic Support
Retention • Student Engagement
Stamats, Inc. What Students Want:
 School offers a strong program in what I want to study
 Faculty are good teachers/mentors
 Graduates get good jobs/into good graduate programs
 Quality of academic facilities  Amount of financial aid available  Overall academic reputation
 Safety of the campus
 Campus is welcoming and friendly
 Personal attention from faculty/ staff
 Fun college experience
 Cost to attend
What Parents Want:
 Faculty are good teachers/mentors
 Program of interest to child is available
 Safe campus
 High academic quality
 Graduates get good jobs
 Known for its academics
 Availability of financial aid (including scholarships)
 Value (high quality/good price)
 Reasonable cost (tied with) good technology resources
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8/25/2015
Key Drivers for Transfer Students
What is the primary reason a student transfers to another institution?
A.
B.
C.
D.
Better social life
Football team
Transferability of credits
Follow a significant other




Transferability of credits
Location
Faculty mentors
Price / scholarships
2015‐2016 Cost of Attendance
What is UMKC’s 2015‐2016 Cost of Attendance?
A.
B.
C.
D.
$19,136
$23,378
$23,488
All of the above
Living Arrangements
UMKC
MU
UMSL
S&T
On‐campus
$23,378
$24,704
$22,868
$20,504
Off‐campus
$23,488
$24,704
$24,540
$20,504
With Parents
$19,136
$24,704
$17,420
$20,504
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8/25/2015
Pell recipients across the UM System
What percentage of UMKC’s undergraduates receive a need‐based Pell Grant?
A.
B.
C.
D.
2013‐2014 Pell Recipient Comparison
22%
27%
34%
36%
Number of Recipients
Amount Awarded
Total Undergraduate Enrollment
% of Enrolled Students who are Pell Recipients
UMKC
3,652 $14,022,604 10,247 36%
UMSL
4,553 $16,088,753 13,574 34%
S&T
1,637 $6,366,662 6,146 27%
MU
6,026 $23,183,569 26,965 22%
Pell Grants and Recipients Pell Grants
Students
$16,000,000
$14,457,602 $14,025,030 $13,769,866 7,000
$11,946,685 $12,000,000
6,000
$10,000,000
$8,000,000
5,000
3,874 $7,504,368 3,609 3,810 3,652 3,499
4,000
Students Receiving Pell Grants
$14,349,347 $14,000,000
Amount of Pell Grants Disbursed
 57% of the students who submitted a FAFSA to UMKC for the 14‐15 aid year fall in the high‐need category (EFC is less than $5000)
 Of these students, 54% have a zero EFC
 Speaks to the importance of our continuing efforts to raise scholarship funds for our students
8,000
$14,049,187 3,108 $6,000,000
3,000
2,421 $4,000,000
2,000
2008‐2009
2009‐2010
2010‐2011
2011‐2012
2012‐2013
2013‐2014
2014‐2015*
*2014‐2015 numbers are preliminary
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8/25/2015
University Automatic Scholarships






100%
90%
80%
70%
Curators’ Scholar
Chancellor’s Scholarship
Undergraduate Award (re‐evaluated)
Metro Kansas City Scholarship
Chancellor’s Minority Scholarship
Chancellor’s Transfer Scholarship
13%
20%
25%
32%
Ethnicity Trends, First‐Time College Students
where ethnicity is known
(where ethnicity is known)
6%
1%
6%
1%
6%
1%
6%
1%
13%
13%
13%
13%
12%
5%
1%
7%
A.
B.
C.
D.
On‐Campus Ethnicity Trends
1%
6%
1%
5%
1%
8%
What percentage of UMKC on‐campus students
are under‐represented minority (URM) students?
5%
2%
7%
6%
3%
8%
6%
3%
11%
American Indian
Asian
Asian (UMR)
8%
8%
1%
1%
18%
5%
2%
3%
Black / African American
60%
23%
7%
4%
4%
6%
1%
2%
8%
22%
20%
17%
7%
8%
8%
7%
4%
6%
4%
9%
Black / African American
4%
Hispanic / Latino
7%
1%
American Indian / Alaska Native
Asian
Asian (Underrepresented)
Hispanic / Latino
50%
Native Hawaiian
40%
30%
Multiple Race / Ethnicity
Multiple Race / Ethnicity
66%
66%
65%
63%
60%
61%
52%
Non‐Resident International
52%
54%
52%
White
Native Hawaiian or Other
Pacific Islander
Non‐Resident International
White
20%
10%
0%
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2010
(1,070)
Fall 2011
(1,106)
Fall 2012
(1,085)
Fall 2013
(1,048)
Fall 2014
(1,045)
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8/25/2015
Ethnicity Trends, Transfer Students
Census Trends
(where ethnicity is known)
1%
4%
1%
6%
2%
3%
1%
16%
16%
6%
2%
2%
1%
4%
1%
7%
3%
1%
2%
2%
4%
3%
1%
14%
16%
8%
4%
1%
13%
American Indian / Alaska
Native
Asian
9%
Asian (Underrepresented)
4%
1%
Black / African American
Hispanic / Latino
71%
69%
65%
Native Hawaiian or Other
Pacific Islander
Multiple Race / Ethnicity
68%
67%
 According to the US Census for the Kansas City Metropolitan Area, the population demographics will change from 2000 to 2040 (assuming same migration rates as in 1990‐2000):
• Total white population will have increased by 4.1%
• Total black population will have increased by 60.3%
• Total Hispanic population will have increased by 839.2%
Non‐Resident International
 By 2030, Missouri and Kansas will be 50/50 states: 50% will be people of color.
White
Fall 2010
(1,360)
Fall 2011
(1,368)
Fall 2012
(1,390)
Fall 2013
(1,304)
Fall 2014
(1,188)
Source: Dr. Stephen Murdock, former Director of the US Census Bureau. Kansas City MSA Census analysis, 2006.
Kansas Metro Counties Enrollment
County
FS2010
FS2011
FS2012
FS2013
FS2014
Atchison
4
6
3
5
5
Douglas
35
49
57
56
45
Franklin
7
6
5
5
7
Jackson
73
96
90
83
73
Jefferson
3
5
6
5
6
1,408
1,500
1537
1,559
1,486
Johnson
Leavenworth
41
46
50
54
56
Miami
23
23
20
21
22
Osage
Shawnee
Wyandotte
Total
1
2
1
0
0
29
31
31
38
40
303
328
350
378
362
1,927
2,092
2,150
2,204
2,102
• Key Message points: Location & Affordability
• Image / Brand Campaigns
• Community Partnerships
• Alumni Relations
Marketing & Establishing Connections Building Recruitment Funnel
Building Inquiry Pool
Relationships
Promoting Engagement
Enrollment 5
8/25/2015
Marketing & Establishing Connections Building Recruitment Funnel
Building Inquiry Pool
Relationships
•
•
•
•
•
•
•
Communication Plan
Purchasing names
High School Visits
College Fairs
Counselor events
Pipeline initiatives
Dual Admission
Promoting Engagement
CRM Communication Flow
Record Created
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Introduction to
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*
Enrollment Recruitment Efforts
How many miles does an Admissions recruiter typically travel each week during the recruiting season?
A.
B.
C.
D.
55 miles
203 miles
475 miles
600 miles
 Communications Center: Oversees all outbound communication to prospective students and maintains student records  Events & New Student Programs Staff: Oversees large campus recruitment events, Orientations, and Convocation
 Welcome Center: Oversees on‐campus visits for groups and individual families
Freshman Recruiters:
 4 recruiters work on‐campus, duties split between Welcome Center and territory management
 1 St. Louis recruiter lives and works from home, travels St. Louis, Southeast MO, and Chicago
Transfer Recruiters:
 2 recruiters work on‐campus, duties split between Welcome Center and territory management
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8/25/2015
Marketing & Establishing Connections How many high school and community college visits did Admissions staff members complete last year?
Building A.
B.
C.
D.
57 visits
127 visits
177 visits
237 visits
Recruitment Funnel
Building Inquiry Pool
Relationships
•
•
•
•
•
•
•
•
Campus Visits
Youth Days Calling Campaigns
AU communications Faculty Interactions
AU specific programs
MOU/MOA development
Staff at Community Colleges Promoting Engagement
Enrollment What is the most important factor in a first‐time college student’s decision to apply to a university?
A.
B.
C.
D.
Where their parents attended
Where their friends go
Their campus visit
Where they apply first
How many guests did the Welcome Center host in the 2013‐2014 recruitment cycle?
A.
B.
C.
D.
8,739 guests
9,259 guests
11,659 guests
12,349 guests
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8/25/2015
Academic Unit Initiatives
Bloch School and DECA Competition:
 Bloch School initiated a partnership to host the annual DECA competition of 16 high schools from the northwest region of Missouri
 500 high school students, all grade levels, participated
 Event coordination handled by Bloch School, Admissions and Student Union/ASSC  Student contact information collected by Bloch School and shared with Admissions for pipeline recruiting
Academic Unit Initiatives
School of Medicine Visit Days:
 Partnership between Six Year Medical Program and Admissions to host 9‐10 campus visit events a year
 Program:
• Volker campus: UMKC presentation by Admissions, BA/MD presentation by Medicine, campus tour
• Hospital Hill: tour of buildings, visit clinical skills lab, and engage with panel of current BA/MD students
 Student contact information collected by Medicine and shared with Admissions for pipeline recruiting
Application Deadlines
What is UMKC’s Fall application deadline for new FTC and Transfer students (with fewer than 60 hours)?
A.
B.
C.
D.
June 15th
July 30th
August 1st
There is no deadline‐ UMKC has rolling admissions

UMKC Index
• Reviewed 5 years worth of UMKC student data including first semester grades, course completion ratio, and retention rates
 Key Finding: Most important factor that impacts academic success is completion of 4 units of Math in high school
 Result: Re‐evaluated appropriate conditions placed on admission such as the Coaching Program

Walk‐In Review Study
• Reviewed 3 years worth of UMKC student data including date of application and academic performance
 Key Finding: Certain cohorts that apply after July 1 are more less likely to succeed
 Result: New application for admission deadlines applies to domestic freshmen and transfer students with less than 60 credit hours.
 June 15 for Fall semester admission
 November 15 for Spring semester admission
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8/25/2015
How many applications did the Admissions Office process for Fall 2014?
A.
B.
C.
D.
What is UMKC’s Undergraduate Admissions
Rate (% of applicants who are admitted)?
A.
B.
C.
D.
15,163 applications
18,023 applications
21,813 applications
23,393 applications
Admissions to UMKC
• UMKC is a selective institution • Admit rate of undergraduates is 66%
• ACT data (2012) indicate that only 49% of Missouri test takers would meet UMKC admission requirements based on HS core curriculum and test score
86%
76%
66%
56%
Marketing & Establishing Connections Building Recruitment Funnel
Building Inquiry Pool
Relationships
Promoting Engagement
•
•
•
•
•
Personalized follow‐ups
Early financial aid packaging
Experience UMKC
New Student Orientation
New Student Convocation
Enrollment 9
8/25/2015
Experience UMKC
 Yield event in March for admitted undergraduates in specific majors
 Involves SAEM Division, Academic Units, and Alumni Relations
 Students experience receive a personalized schedule and navigate campus on their own
 Interactive academic sessions with faculty, staff and current students
 SAEM offices hands‐on sessions and utilize staff, current students and alumni to showcase their services
 In 2013, the first year, 77% or 92 of the attendees enrolled
First Time College Students are our largest
new student population each year.
A. True
B. False
Top Feeder Schools, Fall 2014
Undergraduate Student Populations
12,000
10,000
1,396 8,000
1,861 1,584 1,877 247 387 287 435 304 318 396 325 1,161 1,125 1,078 1,074 1,462 1,471 1,371 1,246 5,132 5,483 5,447 5,592 5,544 Fall 2010 (9,863)
Fall 2011
(10,134)
Fall 2012
(10,626)
Fall 2013
(10,274)
Fall 2014
(10,462)
265 367 1,146 6,000
1,394 1,557 4,000
HSCP
Visiting
Readmitted
First‐Time
College
Transfers
Continuing
2,000
‐
First‐Time College Students
Transfer Students




















Truman
Lee’s Summit
Raymore‐Peculiar
Park Hill William Chrisman
Lincoln College Prep
North Kansas City
Sumner Academy
Shawnee Mission East
Belton
Metropolitan Community College Johnson County CC
University of MO‐Columbia
University of Kansas
Kansas City Kansas CC
Missouri State
University of Central Missouri
Kansas State
Northwest Missouri State Park University
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8/25/2015
FS14 Recruitment Funnel
Inquiries
Recruitment Funnel
Inquiries
14,469
14,469
Applicants
Applicants
4,289 (29.6%)
5,787 (40%)
Admits
Admits
2,760 (64.4%)
3,819 (66%)
Enrolled
Enrolled
1,074 (38.9%)
1,527 (40%)
Top Recruitment Strategies
 Maximize the university’s 
investment in the CRM.  Ensure that all prospective students are captured by the Office of 
Admissions.  Target your communication efforts to the “hottest” students. 
 Personal, timely communication; utilize current students, staff, faculty and alumni in strategic ways.
 Communicate key drivers of what 
students and parents say that want to know.
Differentiate communication by meeting students where they are, especially transfers.
Develop statements that showcase “Features, Benefits and Proofs” of your program. Focus on strategies that compliment versus duplicate the work of the Office of Admissions. When developing a new program, MOU, or MOA, be sure to involve SAEM Offices early in the process.
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