Engaging the Campus in
Enrollment Management
Dr. Myron Pope, Vice President
Jerry Legere, Associate VP/Registrar
Drew Duke, Exec. Dir. of Student Financial Services &
Special Liaison to the Athletic Dept.
Enrollment Management
University of Central Oklahoma
UCO
• Six academic colleges
• Headcount: 15,780 (Fall 2008)
• Significant growth during “bad” funding
years
• Declining number of high school
graduates
• Decreases in international enrollment –
post 9/11
2006: In the Beginning
• Lack of clarity and consensus about the
strategic direction of the campus
• Silo-approach to enrollment planning,
enrollment, management, and student success
• Little understanding that effective enrollment
management is not limited to just outreach and
admissions … that student engagement and
persistence to graduation are equally critical
2006: In the Beginning
• Acrimony/distrust among academics and
administration
• Minimal cross-divisional planning, initiatives, or
partnerships
– PSS reporting to SA, Admissions/records to
AA, and Financial aid/bursar to Ad/Fin
• Campus primarily concerned with increasing
enrollment numbers at the global level
• Reorganization and the creation of the DEM
Division of Enrollment Management
Guiding Points
Philosophy
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.
- Hossler, D. (Ed.). (1986). Creating effective enrollment management systems.
New York: College Board.
Vision
• The Division of Enrollment Management will:
– Provide the leadership in developing institutional recruitment
plans;
– Promote UCO as the institution of choice in Oklahoma and the
region;
– Ensure that the University of Central Oklahoma has a qualified
and diverse student population;
– Exert leadership in developing institutional retention plans;
– Exemplify a student centered approach to service in each of its
DEM offices;
– Demonstrate a culture of integrated enrollment management;
and
– Engage the University of Central Oklahoma in the enrollment
planning process
Core Values
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Integrity : We are committed to the principles of truth and honesty, and
we will be equitable, ethical and professional in the delivery of services
and the administration of programs. This principle is the basic foundation
upon which the Division is built.
Intentionality : We are committed to being intentional in our efforts for
programs and services, to empower students to achieve academic
success.
Excellence : We seek excellence and are committed to continuous
improvement.
Service : We believe serving students is a noble and worthy endeavor.
Stewardship of Resources : We are dedicated to the efficient and
effective use of resources. We accept responsibility of the public’s trust
and are accountable for our actions.
Diversity : We respect others and value diversity of opinion, freedom of
expression, and other ethnic and cultural backgrounds.
Cooperation and Communication : We are committed to
communicating in a positive and timely manner, with all constituencies
both on- and off-campus.
Managing the
Enrollment Funnel
Enrollment Management:
Partnering for Success
Enrollment Management Team
(EMT)
• Initiated in 2006-07
• Structure and charge developed
through conversations at executive level
and within Enrollment Management
EMT @ UCO
Desired outcome:
• A shared governance model to
institutionalize a campus-wide approach
to achieve and support:
– Student learning and success
– Optimum student enrollment
– Institutional excellence
Charge of the EMT
• Develop and sustain a campus-wide
enrollment management understanding and
effort
• Engage the campus in shaping future
enrollment and promoting student success
• Provide a platform for discussion of the
campus enrollment planning issues and
strategies
Charge of the EMT
• Provide shared governance structure to
initiate and sustain change
• Recommend infrastructure/policy/process
improvements
• Identify opportunities for future
collaboration
Original EMT Structure
VPG
EMT
Committee
Recruitment
Sub-Committee
Retention
Sub-Committee
Graduation
Sub-Committee
Present EMT Structure
VPG
Recruitment
Committee
Retention
Committee
Graduation
Committee
Recruitment Committee
Recruitment Committee Charge
The primary mission of the University of Central
Oklahoma (UCO) Recruitment Committee is to make
recommendations to the Enrollment Management
Team on matters pertaining to student recruitment,
admissions, financial aid, and other issues related to
recruiting and enrolling the desired student body at
UCO. The efforts of this sub-committee will focus on
developing strategies that will enhance recruitment
efforts at the undergraduate and graduate level, for
both domestic and international students.
Recruitment Committee Charge
cont’d
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Further University goals for achieving the appropriate mix of
undergraduate, graduate, and international students;
Recommend and periodically review enrollment objectives to the
Enrollment Management Team;
Recommend recruitment strategies for meeting enrollment goals based
upon past and present student data;
Identify ways in which to actively involve faculty and staff in the
student recruitment process;
Encourage meaningful connections between prospective/admitted
students and UCO faculty/staff by communicating with internal
constituents;
Provide opportunities for faculty/staff to disseminate a common
brand/marketing message regarding the quality and value of a UCO
education; and
Compile data regarding the success of all recruitment initiatives.
Retention Committee Membership
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Co-Chair: Assistant VP Undergraduate Admission/Enrollment Management
Co-Chair: Program Director, Upward Bound Trio
Director, Multicultural Student Services/Campus Life
Director/International Office
Graduate Dean
Director/Assessment & Academics
Director, Prospective Student Services & Scholarship/Enrollment Management
Assistant VP/Administration
Coordinator of First Year Experience Programs/Enrollment Management
Special Events Coordinator/Alumni Relations
MBA Program/Business Administration
Representative, Transfer Center/Enrollment Management
Director/University Relations
Retention Committee
Retention Committee Charge
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Monitor the retention of undergraduate and graduate
students by analyzing appropriate retention data
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Recommend retention initiatives and work with institutional
personnel to implement them
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Serve as an early warning system, alerting the campus of
evidence that may indicate undesirable trends
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To identify helpful retention practices and to perpetuate
them
Retention Committee
• Committee Co-Chairs
• Executive Director, Academic Advisement & Retention
• Associate Dean, College of Mathematics & Science
Retention Committee Membership
• Associate Dean, College of Business
• Assistant Dean, College of Mathematics & Science
• Associate Dean, College of Liberal Arts
• Director, Career Services
• Director, Institutional Research
• Director, Student Financial Aid
• Director, Housing & Dining
• Assistant Director, International Student Services
• Other faculty members and representatives from advisement,
athletic compliance, administration, and the registrar.
Retention Committee Outcomes
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Retention-based learning community called “Compass
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Reinstatement of Mid-Semester grade reports
Attendance Hotline
Creation of a complete withdrawal survey
Course for students on probation (Success Strategies)
Advisor outreach program for students admitted with
less than a 19 ACT score
-- Mandatory Freshman Orientation Course
-- Mandatory second semester advisement
-- Routine communication throughout first
semester between student and advisor
Retention Committee Future Plans
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Develop a Housing Learning Center with tutoring,
mentoring, and satellite advisement
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Create a Freshman Orientation course section
specifically designed for international students
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Raise awareness for all faculty and staff about our
collective responsibility to help retain students
Graduation Committee
Graduation Committee
• Initiated April 2007
• Charge
• Activities
• Membership
• First Year Report
Graduation Committee Charge
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Analyze data regarding student graduation
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Establish a student demographic profile of UCO
graduates
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Develop strategies to benefit students whose
graduation as delayed or prevented
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Share data to be used in recruitment and retention
research/planning efforts
Proposed Graduation
Committee Activities
• Review university graduation data
• Recommend University graduation goals
• Develop a graduation plan
• Develop strategies that help students succeed
Graduation Committee
• Committee Co-Chairs
• Executive Director, Research and Grants (formerly
housed in the Graduate Program Office but now a
part of Academic Affairs)
• Associate Vice President,
Enrollment Management/Registrar
Committee Membership
• Student Support Services in the Trio Program
• Assistant Dean, College of Business
• Executive Director of Student Financial Services
• Associate Dean, College of Arts, Media, and Design
• Research Analyst, Office of Institutional Research and Planning
• Associate Registrar, Degree Certification
• Assistant Dean, College of Liberal Arts
• Assistant Vice President for Academic Affairs
• Research Analyst, Enrollment Management
Performance Standards
• Committee met monthly
• Detailed meeting notes
• Written report of first year activities required
Data Review Included
• Financial Aid received for fall 2002 first time freshmen/first time transfers
• All first time fall 2002 freshman year to year through 2005 tracking
• Summer 2004 to spring 2005 baccalaureate graduation class review
• Summer 2005 to spring 2006 baccalaureate graduation class review
• Focus groups by college for fall 2007 graduation class
• Reflections On-Line Survey
 spring 2008
 fall 2008
Limitations based on when Banner was implemented in 2002. Could not
have a full six year review (150% of graduation timeline) until after first
year report issued.
First Year Findings: Profile
• 59.6% Female
• 41.5% Entered as transfer student
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22 Average ACT
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40.6% Graduate within first three years at UCO
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Live within OKC metropolitan area
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If student can reach upper class standing, they will persist
to graduation.
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Profile is constant since 2002
Top Five Programs for UCO
• General Studies
• Business Administration
• Journalism
• Finance
• Accounting
Graduation Committee
Findings/Recommendations
Financial Assistance Findings
• Escalating costs most commonly quoted reasons for degree
non-completion
• Comparatively inexpensive tuition frequently cited by it graduates as
significant for degree completion
• Majority of tuition waiver funding go to students who do not graduate
from UCO (less than 10% of each year’s awardees)
• External awards are three times greater for freshman than for
transfer students
Financial Assistance Findings
con’t
• External and internal funding sources drop significantly in
the senior year when a student’s federal and state-wide
resources may be completely depleted
• Less than one third of UCO’s graduates receive tuition waivers
• Two thirds of UCO graduates had loans to attend college
• Sixty percent of department tuition waivers go to UCO students who
graduate but budget for tuition waivers has been stagnant for past
few years
Other Findings
• Faculty interaction with student cited as
strength (approachable and available)
• Smaller classes, quality of academic
programs, faculty expertise, research
opportunities and rigor of curriculum also
often cited
Recommendations Based on
Preliminary Findings
• Implement total restructure of the tuition waiver
program to direct more to department/colleges
• Reduce current practice of awarding institutional fee
waivers to high achieving freshmen
• Continue to inspect characteristics of UCO’s actual
graduates
Graduation Committee Future Plans
• Continue to work with Retention Committee
• Continue attempts to acquire meaningful information from
our “Reflections On-Line Survey”
• Continue to produce reports examining a variety of statistical
and demographic data about students earning a degree at UCO
• Consider offering Senior Year Experience Course or Life after
UCO
Questions & Your
thoughts???
EMT @ UCO