June 13, 2014
A NEW FORMULA FOR
ENROLLMENT MANAGEMENT
Presentation by John Maguire for
The American Association of Colleges of Nursing
Partnering with Liaison International
How Inequality Poisons Everything
Equality and Better Societies
www.equalitytrust.org.uk
4-19-2010
A presentation by: Jack Maguire
Chair and Founder, Maguire Associates, Inc.
“The test of our progress is not whether we add more to the
abundance of those who have much, it is whether we provide
enough for those who have too little.”
- Franklin D. Roosevelt
Roosevelt Memorial, Washington D.C.
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+ 400%
+ 400%
+ 150%
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0%
-23%
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Federal Income Tax – Top Brackets 1918 - Present
100%
94%
90%
80%
91%
77%
70%
70%
60%
50%
50%
30%
39.6%
38.5%
40%
35%
39.6%
25%
24%
20%
10%
0%
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Unemployment Rates in the U.S. for Workers in Selected Deciles of the
Household Income Distribution, 4 th Quarter 2009 (in %)
35.0%
30.8%
30.0%
25.0%
19.1%
20.0%
15.0%
12.2%
10.0%
7.8%
5.0%
5.0%
4.0%
3.2%
0.0%
Lowest
($12,499 or
less)
Second
($12,500 to
$20,000)
Fourth
($30,000 to
$39,999)
Sixth
($50,000 to
$59,999)
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Eighth
Ninth
Top
($75,000 to ($100,000 to ($150,000 or
$99,999)
$149,999)
more)
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Unemployment Rates in the U.S. for Workers in Selected Deciles of the
Household Income Distribution, 4 th Quarter 2009 (in %)
35.0%
30.8%
30.0%
25.0%
Laborer (min. wage)
Social worker ($20-$50k)
Surgeons, $400-$500k
CEO (highest paid in
2008 = 112.5M)
Athletes, Movie Stars
Nurses &Teachers
19.1%
20.0%
15.0%
12.2%
10.0%
7.8%
5.0%
5.0%
4.0%
3.2%
0.0%
Lowest
($12,499 or
less)
Second
($12,500 to
$20,000)
Fourth
($30,000 to
$39,999)
Sixth
($50,000 to
$59,999)
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Eighth
Ninth
Top
($75,000 to ($100,000 to ($150,000 or
$99,999)
$149,999)
more)
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= Red States
= Blue States
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“The rich developed societies have reached
a turning point in human history.
“Politics should now be about the quality of
social relations and how we can develop
harmonious and sustainable societies.”
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“Education, beyond all other devices of
human origin, is the great equalizer of
the conditions of men.”
~ Horace Mann (1848)
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EDUCATION AND EQUALITY
Research Challenges
1. Standardized Tests and Equality
Correlation with Income
Control for Income?
Social Mobility
2. Definitions of Quality
Motivation, Effort, the “Delta”
3. ACT vs. SAT – Is there a less income-dependent measure?
4. Optional Standardized Tests
Evidence of Reduced “Quality”
Evidence of Enhanced Diversity
5. U.S. News Rankings
The Hidden Variable (Endowment)
Retention as the Dominant Measure
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EDUCATION AND EQUALITY
6. Outcome Variables
National Survey of Student Engagement
Methodological Issues
Student Satisfaction
7. Homework, Achievement, and Stress
Time as a Critical Variable
Practice Makes Perfect (or Permanent)
Parental Engagement
First Female Underachievement, Now Male
Homework Down, Stress Up – Why?
8. Teaching – the Noblest Profession
Who Enters the Profession?
Teacher Training
KIPP and Teach for America
What Makes a Great Teacher?
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EDUCATION AND EQUALITY
9. Teaching vs. Law/Medicine/Investment Banking
Does Money Matter?
10. STEM (Science, Technology, Engineering, Mathematics)
Here, Time Matters!
Minorities, Women
Our Global Position
11. AGI, ARS, the Stimulus Funds
What Will Really Enhance Access, Retention & Success?
What Partnerships are Optimal?
12. Strategic Pricing, “Merit Aid,” and Endowment
The Leaders in “Merit Aid”
“Haves” and “Have Nots”
Ethical Issues
Endowment and “Sand to the Beach”
Pell Eligible and the “Billion Dollar Club”
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EDUCATION AND EQUALITY
13. Need-Blind Admission
Meeting Full Need vs. Gapping
Admit/Deny vs. Deny/Deny
14. The Recession and Student Choice
Marketing of Net Price
The Net Price Estimator/Calculator
Income-Driven College Selections
15. Global (Competitive) Environment
“My Lazy American Students”
What Can We Learn from Other Countries?
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June 13, 2014
A NEW FORMULA FOR
ENROLLMENT MANAGEMENT
Presentation by John Maguire for
The American Association of Colleges of Nursing
Partnering with Liaison International
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Original Synergies
The term
“Enrollment
Management”
was first used in
a 1976 article in
Boston College’s
alumni magazine.
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Original Synergies
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Original Synergies
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Are We Losing Control?
Today, colleges and universities
face unprecedented challenges
that undermine their sense of
institutional control.
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Stealth Applicants
When more and more candidates for admission are
“stealth applicants” who, having researched the
school on the Internet, fly in under the institutional
radar . . .
How does the school control its student
recruitment and messaging?
APP
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What a Wicked Web
When any rumor – whether true or false – can be
posted by anyone, gain traction and spread virally
through an ever-expanding universe of online
social networks . . .
How does a school control its institutional
reputation?
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Rankings Tyranny
When third-party entities like U.S. News & World
Report have so much influence over public
perception of relative institutional quality that
they can seduce institutional leaders to “game
the system” in ways that actually undermine the
school’s mission . . . .
How can a college or university control its
distinctive identity and promise?
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Is It Enrollment Marketing Now?
As a result, in far too many schools,
Enrollment Management has become
synonymous with a narrow view
of Marketing that is more about gaining
short-term competitive advantage at
the point of enrollment
and less about finding the best fit
between school and student
to the long-term benefit of each.
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Original Synergies
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The Traditional Enrollment Funnel
An image borrowed from business marketing.
 Prospective students are like “sales leads” that
become increasingly “qualified” as they move
through successive stages.
 Thereby meriting an
increasing expenditure
of time and money to
convert them into
enrolled students.
 The funnel implies completion
of a one-time sale at the point
of enrollment.
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The Multi-Funnel Model
A considerable improvement over the single funnel
model.




Adopts a life-cycle perspective.
Provides entry points at different phases.
Speaks to who is making decisions at each phase.
Allows institutional agency in promoting conversions.
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Is That Your Funnel Answer?
The Funnel
is an outmoded,
defective
metaphor.
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Is That Your Funnel Answer?
The Funnel
is an outmoded,
defective
metaphor.
It does not account
for outflows and
“nonflows.”
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Is That Your Funnel Answer?
The Funnel
is an outmoded,
defective
metaphor.
It does not account
for outflows and
“nonflows.”
But, worst of all, it perpetuates a simplistic focus
on conversions at the point of student enrollment.
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Dark Matter Populations
PROSPECTS
NOT TARGETED
TARGETED
PROSPECTS
WHO NEVER
INQUIRED
The Enrollment
Cosmos
INQUIRERS
WHO NEVER
APPLIED
ENROLLEES
WHO NEVER
GRADUATED
APPLICANTS
NOT ADMITTED
ADMITS
WHO NEVER
ENROLLED
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ALUMS
NOT SUPPORTING
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The Dark Matters
These “dark” populations matter for two very
compelling reasons.
 They can teach us.
Shining the light of analysis on these dark matter
populations can yield many valuable insights –
both tactical and strategic.
 They are markets.
These populations continue to be audiences
and potential markets for the school’s programs
and services.
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Communities Are Where You Find EM
We need to go beyond the traditional notion of
enrollment into student communities to include
enrollment into all sorts of communities that
provide other critical benefits to the institution.
 Student/Client Communities
 Support Communities
 Reputational Communities
 Goodwill Communities
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Communities Are Where You Find EM
We need to expand our thinking to include the
cultivating, nurturing, and leveraging of a
Community of Communities (C²)
that includes communities of influence,
as well as communities of students, faculty,
alumni, advocates, stewards, donors, etc.
EM=C² is our name for this reformulation of
Enrollment Management – a new EM with
Community at its core.
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It doesn’t take an Einstein…
. . . to know that
Enrollment Management
needs to be reformulated
for the new world of higher
education – a world in which
virtual communities proliferate,
global boundaries are erased,
“stealth applicants” abound, and
U.S. News, Twitter and Facebook
shape the expectations of those
making college choice decisions.
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EM=C2
E=
A New Formula for Enrollment Management
Enrollment redefined and broadened to describe,
from the community member’s perspective, a process of
joining, experiencing, contributing to and transitioning from
all kinds of virtual and physical communities.
M=
Management redefined and broadened to describe,
from the institution’s perspective, a process of understanding,
inspiring, engaging and leveraging all kinds of virtual and
physical communities.
2
C = Community of Communities where the institutional
community is redefined as the current expression of mission
and values that inspire and hold together its various affiliated
communities over time.
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The EM=C2 Matrix
E-Axis
M-Axis
A conceptual framework to facilitate thinking
and strategizing around this new formula for EM.
The vertical E-Axis displays four phases of
Enrollment in communities.
The horizontal M-Axis displays four dimensions
of Management of communities.
The 16 points of intersection provide myriad
opportunities to put EM=C² into practice.
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The EM=C2 Matrix
E-Axis
M-Axis
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The M-Axis
ENGAGING Communities
 Communities are self-sustaining only to the
extent that they are engaged by the institution
in ways that produce satisfying experiences and
reinforce loyalty.
 Institutional leaders must constantly examine
how well the school is meeting the needs of all
the communities it serves: students, parents,
faculty, alumni, donors, and so many others.
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The M-Axis
ENGAGING Communities
 At critical “touch points” when students and
other constituents make specific requests of the
institution, how timely and effective is the
response? Is the school missing opportunities
to make those experiences positive ones?
 The Satisfaction-Retention Matrix can help
think through how the school can better
engage students and other communities.
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The M-Axis
ENGAGING Communities
SatisfactionRetention
Matrix
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The M-Axis
ENGAGING Communities
SatisfactionRetention
Matrix
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The M-Axis
ENGAGING Communities
SatisfactionRetention
Matrix
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The M-Axis
ENGAGING Communities
SatisfactionRetention
Matrix
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The M-Axis
ENGAGING Communities
SatisfactionRetention
Matrix
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You Gotta Love IT
 Advances in Information Technology –
especially the emergence of integrated
databases – make possible a wealth of new
knowledge and insight about the many
communities served by the institution.
 Without these IT tools it would be far too
difficult to keep track, much less make sense,
of the multiplicity of individual and community
interactions.
 Fortunately, these myriad interactions leave
behind a digital data trail. And this data trail
contains interpretive information.
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Original Synergies
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Original Synergies
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Implementing EM=C2
 Translating EM=C² theory into practice requires
strong, energetic leadership to overcome the
“silo mentality” that so often characterizes
colleges and universities.
 Other organizational mechanisms have also
proven useful:
–
–
–
–
adhocracies
integrated systems
dashboards, templates, common metrics
new silo-spanning positions
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Putting EM=C2 to Work
So, how in practical terms might this new approach
to Enrollment Management work?
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The EM=C2 Matrix at Work
Train “front-line” staff
(employees and volunteers)
to seek out in their
interactions with the school’s
various constituencies an
improved understanding of
how the school is or is not
meeting their needs and
expectations.
Multiple Community
FULFILL Phase
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In Conclusion
After 35+ years, Enrollment Management
has only begun to fulfill its potential as
a professional discipline.
The time is ripe to assert a new, multidimensional,
nonlinear approach that embraces the reality of a
global, socially-networked marketplace,
and does so in large part by harnessing the power
of the information technologies that enable and
track the behaviors of its many communities.
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In Conclusion
This EM=C2 approach seeks to influence
rather than control these communities – through
data-driven insight, values-based inspiration,
highly responsive assistance, and flexible
facilitation.
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Questions