Enrollment
Summit
July 12, 2012
Maucker Union University Room
Hosted by Enrollment Council
Welcome and
overview
Gloria Gibson, Provost
On behalf of the Enrollment
Council . . .
Ben Allen
James O'Connor
Cliff Chancey
Michael Hager
Terry Hogan
Shashi Kaparthi
Gloria Gibson
Phil Patton
Joel Haack
KaLeigh White
Christie Kangas
Joyce Morrow
Kent Johnson
Michael Licari
Dwight Watson
Craig Klafter
Bruce Rieks
President (Chair)
Executive Director, University Relations
Head, Department of Physics
Vice President, Administration & Financial Services
Vice President, Student Affairs (Vice Chair)
Director, Institutional Research and CIO
Provost and Executive Vice President
University Registrar
Dean, College of Humanities, Arts & Sciences
Vice President, Northern Iowa Student Government
Director, Admissions
Director, Student Financial Aid
Dean, Continuing Education & Special Programs
Associate Provost, Academic Affairs & Dean, Graduate College
Dean, College of Education
Associate Provost, International Programs
Director. Budget Development
Our goal
To broaden engagement across
campus in the process of building
enrollment . . .
By devoting time to
1. Examining current demographic,
public policy, competitive and fiscal
environments;
2. Learning about current student
recruitment practice; and
3. Discussing strategies and tactics
that would foster progress.
With a limitation
1. Focus on resident,
undergraduate enrollment;
2. Includes students direct from
high school and transfers.
Agenda
9:00 – 9:20 am
9:20 – 10:15 am
10:15 – 10:30 am
10:30 – 11:00 am
11:00 am – noon
Welcome & overview
Gloria Gibson, Provost
Environmental scan: Why is enrollment
important and challenging?
Ben Allen, President
BREAK
Current enrollment: What pieces make up the
whole?
Shashi Kaparthi, Chief Information Officer
Current program: How do we generate our
current enrollment?
Terry Hogan, Vice President, Student Affairs
Agenda (continued)
12:00 – 12:15 pm
12:15 – 1:15 pm
1:15 – 1:30 pm
1:30 – 2:30 pm
2:30 – 3:30 pm
BREAK – Boxed lunches in the hallway
Best practice: Examples from UNI colleges
CHAS – Joel Haack
COE – Mary Herring
CSBS – Brenda Bass and Rowena Tan
CBA – Leslie Wilson
BREAK
Small group discussion
How do we improve?
Open forum
Environmental scan:
Why is enrollment
important and
challenging?
Ben Allen, President
Four factors in current
environment
1.
2.
3.
4.
Public policy
Demography
Competition
Costs of higher education
Public policy shifts
1. Implementation of Senior Year Plus
2. Expansion of community college
articulation agreements
3. Continuation of Iowa Tuition Grant
4. Reduction of state appropriations
5. Elimination of tuition set-aside
Public policy shifts
1. Implementation of Senior Year Plus –
Legislation that encourages earning of college
credit by current high school students.
Impact: Connects high school students to
community colleges early.
New freshman with accepted community
college credit prior to enrollment
70.00%
64%
57.80%
60.00%
59.40%
50.60%
Percentage of Students
50.00%
40.00%
30.00%
36.60%
29.40%
29.10%
2000
2001
46.40%
47.00%
2004
2005
38.90%
20.00%
10.00%
0.00%
2002
2003
Fall
2006
2007
2008
2009
Public policy shifts
2. Expansion of community college
articulation agreements – Encourages
seamless pathways from Iowa community
college coursework and degrees to bachelor’s
degree attainment at Regents institutions.
Impact: Easier for students to shop for less
expensive and/or less rigorous credits.
Iowa community college fall enrollments
140,000
120,000
Students Enrolled
100,000
80,000
60,000
40,000
20,000
-
Year
Source: http://educateiowa.gov/index.php?option=com_content&view=article&id=252&catid=183&Itemid=2182
Transfer enrollment at UNI
Public policy shifts
3. Continuation of Iowa Tuition Grant
– Provides financial aid to Iowa students who
choose to attend a private college in Iowa
Impact: Along with private colleges’ ability
to discount tuition (average is 42%), makes
cost of attendance much more competitive
with Regents institutions.
Funding for Iowa Tuition Grant
Public policy shifts
4. Reduction of state appropriations –
Systematic reduction over time of public
support to Regents institutions.
Impact: Increases in tuition create
challenges for students to choose us and to
remain with us through degree completion.
Changes in State
Appropriations and
Tuition Revenue
80.0%
70.7% 71.2% 71.2% 71.2% 71.1% 71.6%
70.0%
68.1%
63.6%
59.1%
60.0%
57.6% 58.7% 57.8%
59.1% 59.5%
53.0%
50.7%
52.3%
50.0%
47.0%
40.0%
40.9%
42.4% 41.3% 42.2%
49.3%
47.7%
40.9% 40.5%
36.4%
30.0%
29.3% 28.8% 28.8% 28.8% 28.9% 28.4%
31.9%
20.0%
FY96 FY97 FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12
State Funding
Tuition Funding
Source: Board of Regents, State of Iowa Reports
Public policy shifts
5. Elimination of tuition set-aside –
Current effort to limit Regents institutions’
ability to use tuition funds to provide
financial aid.
Impact: Disproportionate negative effect on
UNI as our students have lower socioeconomic status compared to Iowa/ISU;
impacts our ability to compete for quality
students.
Four factors in current
environment
1.
2.
3.
4.
Public policy
Demography
Competition
Costs of higher education
Iowa high school graduates
42,000
40,986
41,000
Graduating Students
40,313
39,976
40,000
39,000
39,591
38,613
39,688
39,361
38,865 38,872
38,488
38,394
38,000
37,477 37,326 37,428
37,290
37,000
36,000
35,000
Year
Source: http://educateiowa.gov/index.php?option=com_docman&task=cat_view&gid=511&Itemid=1563
Four factors in current
environment
1.
2.
3.
4.
Public policy
Demography
Competition
Costs of higher education
Destinations for Fall 2011 freshman
admits who did not enroll at UNI
Iowa State
16.06%
226 students
University of Iowa
13.23%
183 students
Wartburg
4.48%
63 students
Des Moines Area CC
3.77%
53 students
Kirkwood CC
3.41%
48 students
Central College
2.92%
41 students
Hawkeye CC
2.35%
33 students
Simpson College
1.92%
27 students
Luther College
1.78%
25 students
Drake University
1.75%
25 students
Hawkeye Community College
While a previous advertisement asked “Got Class?” this Hawkeye
Community College billboard on University Avenue near Main Street
holds the same location with a different message.
Kirkwood Newspaper Insert in Northern Iowan
This postcard sized newspaper insert was placed by Kirkwood in the
Northern Iowan earlier this summer.
Clarke University Billboard on University Avenue
This billboard boasting 100% placement of elementary teachers is
located on University Avenue by the Jiffy Lube facing westbound traffic.
It is one of three from Clarke that have appeared in last two months.
Wartburg College Commercial: Dependability, Stability, and Possibility
This Wartburg TV advertisement was published to their YouTube channel as well on April 30th, 2012
and is currently running on local cable television.
University of Iowa/Iowa State University
 Presidents Mason and Leath have made very
recent public statements about their desire to
increase enrollment of Iowa undergraduates.
 Both have made significant investments in paid
advertising and admissions staffing.
 Admissions staffing
Iowa ISU
62
62
UNI
21
Source: Staff listings on respective websites
Four factors in current
environment
1.
2.
3.
4.
Public policy
Demography
Competition
Costs of higher education
UNI tuition/fees cost
$9,000
$8,000
$7,000
Dollars
$6,000
$5,387
$5,602
$5,912
$6,190 $6,376
$6,636
$7,008
$7,350
$7,635
$4,916
$5,000
$4,118
$4,000
$3,000
$3,130
$2,860 $2,988
$3,440
$2,000
$1,000
$0
Academic Year
Source: Financial Aid
Undergraduates receiving Pell grants
35.0%
29.7%
30.0%
26.2%
Percentage of Students
25.9%
25.0%
23.5%
23.0%
24.0%
27.0%
26.4%
25.9%
24.7%
23.3%
23.0%
23.2%
20.0%
15.0%
10.0%
5.0%
0.0%
1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Academic Year
Source: Financial Aid
UNI’s Pell coverage rate
120.0%
104.9% 104.6% 105.4%
Percentage of Tuition Covered
100.0%
109.0%
97.1%
82.4%
80.0%
75.2%
72.3%
68.5% 69.6%
74.2%
80.6% 79.2%
75.5%
72.7%
60.0%
40.0%
20.0%
0.0%
Academic Year
Source: Financial Aid
Average student debt at graduation
$30,000
$25,735 $25,523
$24,176 $24,123
$25,000
$21,561
$22,541
$20,239
Dollars of Debt
$20,000
$15,000
$18,397
$14,772 $15,168
$15,439 $16,013
$16,716
$10,000
$5,000
$0
1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Academic Year
Source: Financial Aid
Colleges with space available after May 1st
Current enrollment:
What pieces make up
the whole?
Shashi Kaparthi, Chief Information Officer
Fall 2011 Students by Academic
Career/Residency
2%
3%
1%
10%
4%
Undergrad Resident
Undergrad Non-Resident
Undergrad International
Graduate Resident
Graduate Non-Resident
Graduate International
80%
Fall Enrollment
14500
14000
13,926
13,441
13500
13,201
13,168
2010
2011
Students
13,080
13000
12,908
12,824
12,609
12,513
12500
12,260
12000
11500
11000
2002
2003
2004
2005
2006
2007
Fall Semester
2008
2009
New Freshman vs New Transfers
2500
2,263
2,104
1,991
Enrolled Students
2000
1,865
1,785
1,700
1,737
2,015
1,946
1,978
1,937
1,768
1500
1,167
1,235
1,119
1,201
1,097
1,080
1,117
1,077
1,052
1,088
1,138
1,041
1000
500
0
2000
2001
2002
2003
2004
2005
2006
Fall Semester
New Freshman
Transfers
2007
2008
2009
2010
2011
Breakdown of UGs by Residency
14000
12000 11,536
11,754
11,504
11,061
10,516
10,185
Enrolled Students
10000
9,907
10,157
10,185
10,469
10,532
10,522
8000
6000
4000
2000
498
184
529
191
571
207
507
206
516
188
537
230
542
253
555
298
598
264
541
284
526333
541345
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
0
Fall Semester
Resident
Non-Resident
International
UG Minority vs Non-Minority
12000
11,023
10,498
9,978
10000
9,740
9,463
9,679
9,758
10,152
10,192
10,123
Students
8000
6000
4000
2000
648
668
668
620
631
628
648
767
742
815
0
2002
2003
2004
2005
2006
2007
Fall Semester
Non-Minority
* Excludes International Students
Minority
2008
2009
2010
2011
Average ACT of New Freshman
23.3
23.2
23.2
23.1
ACT Composite Score
23.1
23
23
23
22.9
22.9
22.9
22.9
22.8
22.8
22.8
2005
2006
22.8
22.7
22.6
2002
2003
2004
2007
Fall Semester
2008
2009
2010
2011
Retention Rate of New Freshman
84
83.7
83.5
83
82.5
82.5
82.3
82.3
Retention Rate
82.1
82
82
81.5
81.4
81.4
80.9
81
80.6
80.5
80
79.5
79
2001
2002
2003
2004
2005
2006
Cohort Year
2007
2008
2009
2010
4-Year Graduation Rate
40
37.7
35
Graduation Rate
30
33.5
33.9
1999
2000
32.3
35.2
35.2
35.7
2003
2004
2005
36.8
33.5
29.5
25
20
15
10
5
0
1998
2001
2002
Cohort Year
2006
2007
Top 10 Majors (Fall 2011)
Program
Enrollment
Elementary Education
1400
Accounting
589
Early Childhood Education
482
Psychology
459
Management: Business Administration
413
Biology
411
Finance
385
Marketing
364
Criminology
340
Movement and Exercise Science
326
Top 10 Majors of New Students
(Fall 2011)
Program
Enrollment
Elementary Education
317
Accounting
182
Psychology
141
Early Childhood Education
110
Criminology
103
Management: Business Administration
101
Biology
90
Business Potential
75
Marketing
74
Social Work
74
Top Sources of New Transfer Students
(Fall 2011)
School
Number of Students
Hawkeye Community College
210
Kirkwood Community College
147
North Iowa Area Community College
79
Des Moines Area Community College
65
Iowa Central Community College
60
University of Iowa
51
Indian Hills Community College
40
Iowa State University
32
Northeast Iowa Community College
29
Iowa Lakes Community College
19
Current program: How
do we generate current
enrollment?
Terry Hogan, Vice President, Student Affairs
The recruitment funnel . . .
Awareness
Prospect
Applicant
Admit
Matriculant
Recruitment advertising
Print/online ads in college guides,
directories
NEW: Online ads via Google Search
NEW: Online banner ads
NEW: Billboards/mall banners
Occasional TV
Google search result
Web Banner Ad
Billboard
Prospect development
Purchase of targeted mailing lists
NEW: Segment high ability for Honors
Program effort
Contact cards collected during visits/fairs
Inquiries collected via website, third-party
providers, campus programs/camps, phone call
Leads to initiation of prospect
communication program
Web presence/tools
NEW: Redesigned Admissions site
Facebook
YouTube
NEW: Redesigned Financial Aid site
Plans of Study
Transfer Planet
Financial aid calculator
Campus visit programs
Face-to-face meetings with Admissions
counselors, advisors, faculty
Campus tours
Visits to colleges/academic programs,
residence halls, dining halls
Peer interaction via SAA, ESP and ISP
Group visits/visit events (Panther Peek
Days)
Counselor recruitment
Admissions counselors assigned to
geographic territories
College-based recruiters pursue targeted
prospects
Regional reps deployed to Twin Cities and
Chicago
Visits made to high schools, community
colleges, fairs, other events
Counselor recruitment (cont)
Relationships developed with high
school/CC counselors
Prospects assigned to personal counselor
Direct contact/follow-up to prospect
inquiries
NEW: Webinars used for interaction with
outlying schools
Peer telecounseling
STARS – peers who provide targeted
outreach calls after hours
Call Center – peers who respond to
telephone inquiries
NEW: Student organizations tapped to
make targeted calls
Application processing/response
All undergraduate applications on-line
Provide immediate email
acknowledgment of application
Assess transferability of credit
NEW: Provide admission decision within
72 hours
Leads to initiation of yield communication
program
Pipeline/targeted initiatives
Gary Community School District, Gary, IN
Palo Alto Community College District, San
Antonio, TX
Transfers, multicultural, high ability,
international
Best practices at UNI
colleges
College of Humanities, Arts &
Sciences
College of Education
Diversity Initiatives
COE Strategic Plan
• GOAL 3:
– Create, maintain, and enhance a
culture that is characterized by a
proactive commitment to diversity,
collegiality, and mutual respect.
COE Website
Prospective Student’s Page
• A commitment to diversity. We embrace
all people, regardless of race, ethnicity,
national origin, gender, sexual
orientation, religion, age or ability – and
teach our students to do the same. In
our ever-changing world, this
commitment becomes more and more
important as you work with diverse
populations.
http://www.uni.edu/coe/prospective-students
COE Recruitment, Retention, and
Advising Position
• 40%: Advising students
• 30%: Coordinates Orientations and
Transfer sessions
• 20%: Retention work with COE students
of color
• 10%: Recruitment Activities
Goals/Metrics
• Increase # of students of color
• Increase Multicultural Teaching Alliance
membership
• Participate in ongoing recruitment and
advising activities with COE Advising
Staff
• Represent and incorporate other COE
participants on multicultural initiatives
Things We Would Change
• Job description: 60% Recruitment; 40%
Retention
• Campus Training: join Admissions
Counselor training sessions
• Data collection: List available data from
Admissions Office
• College Fairs
• January 15 Scholarship Cutoff Date
Dr. Heather Hackman
• Diversity, Cultural Competency and
Social Justice Education: An Introduction
to the Similarities and Critical Difference
with Respect to Effective Racial Justice
Work
Dr. Heather Hackman
• Diversity IS NOT about power, privilege
or access to resources. And, since these
are core elements of every form of
oppression, a “diversity” approach is
doomed to never effectively address
racism.
• Social Justice first, addressing Power and
Privilege
Dr. Heather Hackman
Change
• Faculty hiring, recruitment, and
retention-average stay is two years
• Faculty training-proof is in the syllabus
• Candidate selection-more than GPA/ACT
• Weave throughout curriculuminterdisciplinary
• Community-deep relationships inside
and outside university
College of Social & Behavioral
Sciences
Scholarship Days
COLLEGE OF SOCIAL AND
BEHAVIORAL SCIENCES
Scholarship Days
Purpose of Scholarship Day





Showcase programs in CSBS
Attract high achieving students to CSBS
Allow students to meet and talk with faculty
and committee
In depth look at UNI
Hear experiences from similar students
Format V1 (circa 2000)






CSBS Scholarship day
All day event (8:00 AM to 3:30 PM)
Student Panels and information tables
Campus tours
Lunch
Interviews
Issues with V1—students’ view
“This
is the
fifth time
I’ve been
on campus
this year…
I’ll be back
next week
for more
interviews”
 Students
miss too much school
 Parents often take a day off of work
 “We had to leave the house at 4AM to
get here”
 Tours and Info Tables: “Been there, done
that…can I go to the bookstore?”
Issues with V1: Our View
Scheduling,
Scheduling,
Scheduling,


Scheduling,
Scheduling,
Scheduling,
Scheduling,
Scheduling,
Scheduling,
Scheduling,
Scheduling,
Scheduling,


Faculty and student volunteers
More students were requesting an
alternate format (phone interviews) or a
different day
Lunch arrangements
Giving students and parents a more
unique experience (for the 4th time)
New and Improved!
What are
other times the
students come
to campus?
UpClose
Day!

Up-Close Day provides
Parking
 Information tables
 Campus tours
 Lunch
 Flexibility in schedule

New Format
“It was
nice to
have a
place to
relax
during the
busy day.
It was fun
to meet
some of the
other
students,
too.”



Meet at a showcase room after lunch
Mingle with current scholars, faculty,
and scholarship committee
Have students bring them to interviews
in faculty offices
Benefits of the New Format
We have
other campus
divisions do
what they do
best, and we
devote more
time to
engaging
the student.





Good place to relax with a busy day
Students can use other times to meet
with family and friends or go to sessions
on campus
Students will be finished before 2PM
Availability of students and faculty
Built-in make up day
Important things to consider
!



Working with other divisions on campus
to avoid overlap
Communication is important
Assume that many people won’t read
instructions
Bottom Line
Creates an experience more focused on
the individual
 Allows the colleges to invest time in
what they do best
 Develops a partnership between
Student Affairs and Academic Affairs

College of Business
Administration
Small Group Discussion
1. What might we do to increase enrollment?
2. How might working relationships between
colleges, academic departments and
Admissions be improved to help increase
enrollment?
Open Forum
1. Share results of small group discussion . . .
2. Additional thoughts, ideas, concerns or
questions?