8/25/2015
OneUMKC Recruitment and Retention Retreat
Wayne Vaught
Kati Toivanen
Dean
Associate Dean
Josh Parisse
Megan Crook
Coordinator of
Recruitment and
Outreach
Marketing
Specialist
UMKC CAS Enrollments
105.00%
AY2011 as Anchor
100.00%
95.00%
90.00%
85.00%
80.00%
75.00%
70.00%
65.00%
60.00%
UMKC CAS
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
87.78%
92.02%
83.78%
80.61%
86.16%
91.99%
96.45%
100.00%
88.84%
80.41%
76.22%
1
8/25/2015
UMKC Enrollments
UMKC CAS Enrollments
150.00%
SNHS
AY2011 as Anchor
140.00%
110.00%
AY2011 as Anchor
105.00%
130.00%
100.00%
120.00%
SCE
Bloch
Cons
95.00%
110.00%
100.00%
90.00%
80.00%
SOE
SBS
Cons
90.00%
UMKC
Total
85.00%
CAS
UMKC
Total
SCE
80.00%
CAS
70.00%
SOE
75.00%
60.00%
50.00%
70.00%
Bloch
SBS
65.00%
SNHS
40.00%
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
UMKC CAS
87.78%
92.02%
83.78%
80.61%
86.16%
91.99%
96.45%
100.00%
88.84%
80.41%
76.22%
UMKC
78.46%
82.44%
82.79%
82.46%
86.90%
91.28%
96.77%
UMKC Bloch
50.00%
55.05%
82.19%
UMKC Conservatory
116.89%
123.84%
120.86%
UMKC SBS
49.16%
100.00%
UMKC SCE
74.47%
72.64%
75.84%
72.64%
71.43%
82.67%
86.78%
100.00%
UMKC SOE
97.42%
100.69%
97.42%
93.99%
100.86%
103.44%
107.90%
100.00%
91.75%
89.86%
70.27%
UMKC SNHS
44.81%
52.41%
51.39%
58.86%
66.46%
77.47%
90.38%
100.00%
127.97%
146.08%
148.61%
51.03%
62.99%
118.87%
69.91%
119.54%
74.77%
105.30%
82.80%
101.32%
94.21%
100.00%
99.86%
98.23%
96.08%
100.00%
108.86%
113.62%
117.90%
100.00%
103.97%
101.66%
102.98%
95.70%
99.25%
103.36%
104.86%
112.31%
119.00%
Community College Enrollments
AY2011 as Anchor
60.00%
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
UMKC CAS
87.78%
92.02%
83.78%
80.61%
86.16%
91.99%
96.45%
100.00%
88.84%
80.41%
76.22%
UMKC CAS+UC+BHS
87.26%
91.47%
83.29%
80.13%
85.65%
91.45%
95.88%
100.00%
104.51%
99.51%
95.71%
MO/KS Combined Public HS Grad
UMKC CAS FTC FT+PT Fall Enrollments
CAS SCH PRODUCTION
105%
Bachelor of
Health Sciences
AY2006 as Anchor
100%
State Fair CC
Ozarks
95%
University
College
Great Recession Ends
(June)
130.00%
Full Time
CAS
Recruiter
Starts
Great Recession Starts
(December)
120.00%
JCCC
110.00%
90%
100.00%
MCC
85%
90.00%
KCKCC
80%
2011
2012
2013
Metropolitan Community College
100.00%
Ozarks Technical Community College
100.00%
99.64%
97.50%
94.83%
State Fair Community College
100.00%
100.83%
102.21%
98.19%
Johnson County Community College
100.00%
97.19%
93.59%
92.44%
Kansas City Kansas Community College
100.00%
98.99%
86.96%
82.04%
57.16%
58.17%
57.74%
Percentage of CAS Incoming Students
Admitted as Transfers vs. FTC
60.13%
94.84%
90.53%
80.00%
2014
85.67%
70.00%
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
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8/25/2015
Competitor CAS Unit Enrollments
MO/KS Combined Public HS Grad
UMKC CAS FTC FT+PT Fall Enrollments
CAS SCH PRODUCTION
AY2011 as Anchor
110.00%
105.00%
UMSL CAS
100.00%
CAS + UC + BHS
95.00%
KSU A&S
KU CLAS
University
College
Great Recession Ends
(June)
130.00%
MU CAS
90.00%
Bachelor of
Health Sciences
AY2006 as Anchor
Full Time
CAS
Recruiter
Starts
Great Recession Starts
(December)
120.00%
Marketing
Campaign
Begins
85.00%
110.00%
80.00%
UMKC CAS
75.00%
100.00%
70.00%
90.00%
65.00%
60.00%
2011
2012
2013
UMKC CAS
100.00%
88.84%
80.41%
76.22%
UMSL CAS
100.00%
99.19%
98.68%
100.30%
2014
MU CAS
100.00%
99.09%
94.07%
92.83%
KSU A&S
100.00%
103.44%
99.65%
90.30%
KU CLAS
100.00%
93.60%
89.48%
86.99%
UMKC CAS+UC+BHS
100.00%
104.51%
99.51%
95.71%
80.00%
70.00%
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
RECRUITMENT
Focus and Strategy
RECRUITMENT
• Primary recruitment focus on four
departments:
• AUP+D
• Communication Studies
(Journalism and Mass
Communication; Film and Media
Arts)
• Criminal Justice and Criminology
• Art & Art History (Studio Art)
• Secondary recruitment emphasis on
Foreign Language (Spanish) in Lee’s
Summit School District and Sociology
(Anthropology minor) at JCCC
3
8/25/2015
RECRUITMENT
RECRUITMENT
Emphasis Outreach
General Outreach
• Classroom presentations in area
community colleges
• Departmental showcases
• CJC table at MCC‐Penn Valley’s
humanities building
• Studio Art table at MCC‐Blue
River’s art and sciences building
• Connecting with clubs and
organizations
• Group visits with PREP‐KC, HSCP,
homeschool networks, etc.
• Established in counseling offices at
both MCC‐Longview and JCCC
• Redesigned the format of
recruitment events:
• Experience UMKC
• Preview Day
• One‐on‐one recruitment and advising
• Direct communication with students
and families
RECRUITMENT
RECRUITMENT
Affordability
Relationship Building
• Collaboration with CAS Scholarship
Director, Liz Barton:
• “Future Roos”
• Adjusted CAS automatic
scholarship deadline
• Application fee waiver
• Collaborating with campus partners
• AU peers
• Admissions
• Institutional Research
• MCOM
• Marketing strategy planning with
academic departments
4
8/25/2015
RECRUITMENT
Survey: Why Students Come to UMKC
•
463 students surveyed at the end of
FS14
• 91% planned to enroll in SP15
• 50% of those not planning to
enroll were graduating
• 77% would recommend UMKC
to friends and family
RECRUITMENT
Communication
• Messaging and differentiators
• The City is our Campus
• Every success story has a
beginning…begin your story
here
• Student communications timeline
• Channels
Top Five Factors in Choosing UMKC
•
•
•
•
•
•
•
•
•
•
•
Quality of education
Cost to attend
Financial aid/scholarships
Ability to get a job upon graduation
Quality of faculty
RECRUITMENT
RECRUITMENT
Integrated Marketing
International Recruitment
Viewbook
Prospective Student Portal
Recruitment campaign
Social presence
Web redesign
Evaluation
• Opportunities for HSCP and Applied
Language Institute (ALI)
• Offered first international HSCP
Dual Credit in Vietnam 2014‐2015;
planning to expand to China
• Targeted recruitment in Brazil, Chile,
Vietnam, Turkey, Korea, Indonesia
and China
• Developing strategies and marketing
collateral
5
8/25/2015
RETENTION
Student Success Initiatives
RETENTION
• Full participation in all university‐
level student success initiatives
• Major Maps designed to increase
degree attainment and to ensure
proper fit early
• Aggressive roll‐out planned for fall
2015 for UMKC Connect Progress
Surveys and Flags
• CAS Life Coach follows up with
all students
RETENTION
RETENTION
Reduction of DFW Rates
Online Course Offerings
• Identified and targeted efforts to
courses with high risk
• Chemistry 211
• Philosophy 222
• Math 110
• ALEKS math placement test
• Supplemental Instruction (SI) for
new courses, as well as critical and
gateway courses
• Flexibility in course scheduling
• Strategic development of online
delivery of courses for BLA‐Online
Program and UMKC General Education
Core
• Discourse 100, 200, and 300
• Six minors fully online and one hybrid
Bioethics and Medical Humanities,
Classics, Communication Studies,
Criminal Justice and Criminology,
English, Gerontology (hybrid) and
Women’s and Gender Studies
• Spanish language sequence online
6
8/25/2015
RETENTION
RETENTION
Pre-Professional Student
Efforts
CAS Academic Advising
• New career development course
sequence required
• Career psychologist to provide
leadership
• Pre‐Professional annual luncheon
• As of fall 2014, academic advisors
assigned based on academic major
(previously by alpha)
• Increased satisfactions between
department advisors and CAS
advisors as well as students
RETENTION
RETENTION
Enrollment Tracking
Student Communication
• Developed an accurate dataset to
identify eligible students not
enrolled for the following semester
• Communication plan to encourage
faculty and advisor involvement
• Developed datasets to identify other
challenges to student enrollment
• Weekly enewsletter
• Over 10,000 recipients in SP15
semester
• Open rate – average 31% (3,075)
• Non‐profit education industry
average is 20%
• Online Marketing Resource Center
7
8/25/2015
OPPORTUNITIES
Embrace Urban Setting
Community Engagement
Internships
International Recruitment
Diversity Opportunities
Joint/Dual Degree Programs
Online Education
Student Success
8