Strategic Enrollment Management:
S.M.A.R.T. Faculty
65th Annual SACRAO Conference
Covington, KY
February 14, 2012
Our Presenters
John Mason
Dr. Elaine Artman
Tonya F. Whitlock
Goals For This Session
 Provide tools to understand the “Dark Side” (Faculty)
 Discuss proven strategies for collaboration
 Explore ways to develop a 50,000 foot view
 Share lessons gleaned from past SEM failures
 Review the core components of a dynamic SEM plan
 Work through a case study
Faculty Driven Ice Breaker
The Magic Wand
You have just found a magic wand that allows
you to make three changes.
You can change anything you want. However
for this session you must use your wishes for
the following:
1. A change in how faculty OPERATE (work)
2. A change in how faculty are EVALUATED
3. A change in WHO gets faculty status
Once you are done…share with three people
Together list your TOP choices for each area
Faculty Driven Ice Breaker
The Magic Wand Says…
The Basics of SEM
Background of SEM
Age of
Recruitment
Age of
Structure
Age of
Academic
Context
• Mid 1970’s to mid 1980’s
• Focus – increasing enrollment by using recruitment
models and creative financial aid packages
• Mid 1980’s to 2005
• Focus – developing the organizational structure
• 2005 to today
• Incorporating academics in the structure
Definition
SEM . . .
Comprehensive process optimizing
recruitment, retention and
graduation rates to help achieve
and maintain optimum enrollment
Goal . . .
Generate and stabilize the student
body and revenue
Function
of . . .
Enrollment Management, Student
Affairs or a cross-functional “Hybrid”
Campus Committee
Across Party Lines
SEM . . . Institutional Effort
 Can be integrated with Institutional Effectiveness Planning
Functions
 At least needs Admissions, Financial Aid, Registrar,
Orientation, and Student Affairs on a cross-functional team
Enrollment Management
What Can You Ask of
Faculty?
S.M.A.R.T. Faculty
 Strategic (Minded)
 Measurably (Driven)
 Attainable (Acting)
 Realistic (Partnering)
 Timely (Delivering)
Why are faculty NOT participating?
• Won’t do it unless leveraged
• WIFM?
• Not in contract
• Release time
• Tenure Tango
• Loss of positions is inevitable
Faculty Involvement
Open Campus days
 Tell us when
they are
 Invite us to be
visible
 Tell us what
you need or
want
•You have not because you ask not
EXPERIENCE A CLASS
 Lively lectures
 Visit/attend a
class
 We don’t mind if the
prospective student asks
a question in class!
Parent/Faculty Interaction
 Family –
faculty lunches
 Assign a table
and time
PERSONAL CONTACT (non-teaching)
 ‘Phone night’
 Invite email
questions
 Information
sessions
Student Affairs
How to Encourage Faculty Participation
Collaboration
 Must know the spheres of influence
 Three ways to include academia:
 To set goals in academic terms
 To include academia in the SEM governance
 To change the overall organizational structure
to include academia in the SEM model
Encouraging Faculty to Participate
 Whatever is contracted . . .
 Piedmont Physicians Group
 Whatever in mandated . . .
 Whatever is measured . . .
 Technical College System of Georgia
 Whatever is currently implemented . . .
 Community Service Projects
 Mission Trips
References
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American Association of Collegiate Registrars and Admission Officers. (2001). The strategic enrollment
management revolution. (J. Black, Ed.) Washington, D.C.: American Assocation of Collegiate Registrars and
Amission Officers.
Bontrager, B. (2004). Developing an enrollment management organization. In J. Black, & J. B. Associates (Ed.), In
Essentials of Enrollment Management: Cases in the Field. Washington, D.C.: American Association of Collegiate
Registrars and Admissions Officers.
Dolence, M. (1996). Strategic enrollment manaegment: Cases from the field.Washington, D.C.: American Association of
Collegiate Registrars and Admissions Officers.
Dolence, M. (1993). Strategic enrollment management: A primer for campus administrators.Washington, D. C.: American
Association of Collegiate Registrars and Admissions Officers.
Doyle, W. (2010). Changes in institutional aid, 1992-2003: The evolving roles of merit aid. Resources in Higher
Education , 789-810.
Henderson, S. (2005). Refocusing: Losing structure and finding the academic context. College and University Journal
, 80 (3), 3-8.
Johnson, I. (2008). Enrollment, persistence and graduation of in-state students at public research university: Does
high school matter? Research in Higher Education , 49 (8), 777-793. American Association of Collegiate Registrars
and Admission Officers. (2001). The strategic enrollment management revolution. (J. Black, Ed.) Washington,
D.C.: American Assocation of Collegiate Registrars and Amission Officers.
Bontrager, B. (2004). Developing an enrollment management organization. In J. Black, & J. B. Associates (Ed.), In
Essentials of Enrollment Management: Cases in the Field. Washington, D.C.: American Association of Collegiate
Registrars and Admissions Officers.
Dolence, M. (1996). Strategic enrollment manaegment: Cases from the field.Washington, D.C.: American Association of
Collegiate Registrars and Admissions Officers.
Dolence, M. (1993). Strategic enrollment management: A primer for campus administrators.Washington, D. C.: American
Association of Collegiate Registrars and Admissions Officers.
References continued . . .
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Doyle, W. (2010). Changes in institutional aid, 1992-2003: The evolving roles of merit aid. Resources in Higher
Education , 789-810.
Henderson, S. (2005). Refocusing: Losing structure and finding the academic context. College and University Journal
, 80 (3), 3-8.
Johnson, I. (2008). Enrollment, persistence and graduation of in-state students at public research university: Does
high school matter? Research in Higher Education , 49 (8), 777-793.
Kemerer, F. B. (1982). Strateies for effective enrollment management.Washington, D.C.: American Association of State
Colleges and Universities.
Maguire, J. (1976). To the organizaed go the students. Bridge Magazine , 39 (1), 16-20.
Massa, R. (2004). Making enrollment management work. In J. Black, In Essentials of Enrollment Management: Cases in
the Field.Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.
Newman, C. (2002). The current state of marketing activity among higher education institutions. Journal of
Marketing for Higher Education , 72 (1), 15-29.
Schee, B. (2009). Embracing enrollment management: A comprehensive approach to college student marketing.
Academy of Marketing Studies Journal , 13 (1), 1-24.
Seidman, A. (1995). Entention Resources for Individuals & Educational Institutions. Retrieved October 3, 2011, from
Center for the Study of College Student Retention: http://www.cscsr.org/article_enrollment_management.htm
West Georgia Technical College, 2010. (n.d.). Human Resources. Retrieved October 3, 2011, from West Georgia
Technical College: www.westgatech.edu
Wilkerson, R. T.-T. (2007). A practical guide to strategic enrollment management in higher education. Retrieved October
8, 2011, from Educational Policy Institute: http://www.educationalpolicy.org/publications/default.htm
Questions