STRATEGIC ENROLLMENT MANAGEMENT

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COLLEGE OF
CENTRAL FLORIDA
Strategic Enrollment
Management
and
Student Completion
Management Plan
1
A PRESENTATION FOR
CENTRAL FLORIDA
COMMUNITY COLLEGE
And the
Student Development Commission
BY
TIMOTHY G. WISE, Ed.D.
2
What is SEM?
Strategic enrollment management is a
concept and process that enables the
fulfillment of institutional mission and
students’ educational goals.
3
Promoting Student Success:
The Student Success Continuum
Recruitment /
Marketing
Classroom
experience
Orientation
Co-curricular
support
Degree/goal
attainment
Student’s college career
Admission
Financial
support
Academic
support
Retention
4
The Student Success Continuum
Traditional Enrollment Perspective
Recruitment /
Marketing
Classroom
experience
Orientation
Co-curricular
support
Degree/goal
attainment
Student’s college career
Admission
Financial
support
Academic
support
Retention
5
The Student Success Continuum
The SEM Perspective
Recruitment /
Marketing
Classroom
experience
Orientation
Co-curricular
support
Degree/goal
attainment
Student’s college career
Admission
Financial
Aid
Academic
support
Retention
6
The Enrollment
Hierarchy of Needs
Meeting
Goals
Typical
starting point
Tactics
Strategies
DATA
Starting point
for long term
success
Enrollment Infrastructure
Structure, Staffing, Skills, Systems, Service
Clear Mission and Goals
7
Building Effective
Business Practices

The S's
– Shared values
– Structure
– Staffing
– Skills
– Systems
8
Building Effective
Business Practices

The 5 S's
–Shared values
– Structure
– Staffing
– Skills
– Systems
• Alignment with
institutional mission
• Alignment of EM
staff
• Mission / Vision
statement for
department
9
Building Effective
Business Practices

The 5 S's
Effective
– Shared values
• Leadership
–Structure
• Decision making
– Staffing
– Skills
– Systems
• Supervision
10
Building Effective
Business Practices

The 5 S's
• There's never enough
– Shared values
• Is staff deployed
– Structure
strategically to respond
–Staffing
– Skills
– Systems
to changing business
practices?
11
Building Effective
Business Practices

The 5 S's
– Shared values • Do you have the right
skills represented on
– Structure
your staff?
– Staffing
• Are your skill sets
–Skills
– Systems
changing with new
systems and
strategies?
12
Building Effective
Business Practices

The 5 S's
• Revising
– Shared values processes/work flow
– Structure
– Staffing
– Skills
–Systems
• Strategic use of
emerging technologies
• Web services
• E-Recruiting
13
The Student Decision
Timeline
First-year, Traditional
Student Decision Stages –
HS Senior Year
National
decision date
FAFSA priority
deadline
Financial Aid Information
14
The Student Decision
Timeline
First-year, Traditional
Student Decision Stages –
HS Senior Year
National
decision date
FAFSA priority
deadline
Consideration
5-10 schools
General information
about award types
and amounts
Financial Aid Information
15
The Student Decision
Timeline
First-year, Traditional National
Student Decision Stages –
HS Senior Year
decision date
FAFSA priority
deadline
Application
3-5 schools
Consideration
5-10 schools
General information
about award types
and amounts
More specific
information about
awards for
individual students,
preparation for FA
app process
Financial Aid Information
16
The Student Decision
Timeline
First-year, Traditional
National
decision date
Student Decision Stages –
HS Senior Year
FAFSA priority
deadline
Application
3-5 schools
Consideration
5-10 schools
General information
about award types
and amounts
Evaluation &
Comparison
Status of FA
application
More specific
information about
awards for
individual students,
preparation for FA
app process
Financial Aid Information
17
The Student Decision
Timeline
First-year, Traditional
National
decision date
Student Decision Stages –
HS Senior Year
Selection
FAFSA priority
deadline
Application
3-5 schools
Consideration
5-10 schools
General information
about award types
and amounts
Evaluation &
Comparison
FA award
letter
Status of FA
application
More specific
information about
awards for
individual students,
preparation for FA
app process
Financial Aid Information
18
The Student Decision
Timeline
First-year, Traditional
National
decision date
Student Decision Stages –
HS Senior Year
Selection
FAFSA priority
deadline
Application
3-5 schools
Consideration
5-10 schools
General information
about award types
and amounts
Evaluation &
Comparison
FA award
letter
Status of FA
application
More specific
information about
awards for
individual students,
preparation for FA
app process
Financial Aid Information
19
The Student Decision
Timeline
Nontraditional
Student Decision Stages –
HS Senior Year
National
decision date
Selection
FAFSA priority
deadline
Application
3-5 schools
Consideration
5-10 schools
General information
about award types
and amounts
Evaluation &
Comparison
FA award
letter
Status of FA
application
More specific
information about
awards for
individual students,
preparation for FA
app process
Financial Aid Information
20
Using Financial Aid to Drive
Enrollment Goals
Timing
Pricing
Perceived
Value
Communications
21
Pricing and Perceived Value



Pricing is the net cost of tuition after grants
and scholarships
The importance of perceived value
Pricing concerns can be alleviated for many
students by increasing perceived value
– Enhancing services: quality and quantity
– Marketing and communications
22
DESIRED OUTCOMES

Develop a Strategic Enrollment Management Plan /
Student Completion Management Plan including:
–
–
–
–
Recruitment
Intake
Student Engagement and Retention
Completion
– Recruitment - Clear enrollment goals







Overall college numbers
Goals by school / campus / program
Identification of target markets
Expanding traditional base of students recruited
A prospect communication plan
A recruitment /marketing plan
Enhance use of technology to support enrollment,
including:
23
DESIRED OUTCOMES

Develop and Enhance Retention Plans
– Faculty Involvement and Support
– Academic Support
– Academic Advising
– Student Life Support
– Early Warning Systems
– Readmission and Return Support
24
ACTIONS

A Campus Enrollment Team should be
formed to provide ongoing oversight
and campus-wide support to
enrollment efforts
25
ACTIONS

Identify Target Markets
– An institution has many stakeholders and
potential markets
– It is ineffective to attempt to grow all markets at
the same time
– Based on the institutional mission, it is best to
start with core, high priority markets, and
expand from there
– Again, goal setting and prioritizing among
potential student markets is critical
26
ACTIONS

Prospect Communication Plan
– Respond to initial student inquiries within
one week
– Communicate with prospective students
regularly throughout the year
Monthly for high school seniors
 Bi-monthly for high school juniors and
transfers
 Utilize a variety of media: web, e-mail, print,
mail, in-person, with increasing emphasis on
web and e-mail

27
QUESTIONS?

DISCUSSION
28
THANK YOU

I wish to recognize the support that
AACRAO Consulting provided with this
presentation
29
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