Indiana State University
Linda Ferguson, Assoc. Dir., Inst. Research
Linda Maule, Dean, University College
Joshua Powers, Interim AVP for Student Success
Lisa Spence, CIO
Developing a SEM Culture &
Implementation Strategy
OBJECTIVES OF SESSION
• Setting the Stage: Higher
Education & Organizational Culture
• Context: Environmental Scan and
SEM Process
• Focus on Freshmen – University
College
• Data Warehouse and CRM
• Discussion
OBJECTIVE ONE
Setting
Stage
Env. Scan
& SEM
Process
Univ.
College
Data &
CRM
Discussion
CHARACTERISTICS OF HIGHER EDUCATION
Structural
Perspective
Human
Resource
Perspective
Political
Perspective
Symbolic
Perspective
ORGANIZATIONAL CULTURE
“Our president invests in
student success activities.”
“Our best
faculty teach
freshmen.”
“It seems like
offices just pass
the buck around
here when it
comes to student
problems.”
“We use data to
inform decision
making.”
“The best faculty
are strong
researchers; good
teaching is
secondary.”
Source: New Horizons - http://www.nhorizons.ca/en-contact.asp
PUBLIC & PRIVATE BENEFITS OF
COLLEGE GRADUATES
IMPORTANCE OF A COLLEGE DEGREE
Growth in Employment 1989-2012
Source:
The
College
Advantage
(2012)
Bachelor’s degree average wage premium over HS degree:
+$21,580/year; $1 million over lifetime.
OBJECTIVE TWO
Setting
Stage
Env. Scan
& SEM
Process
Univ.
College
Data &
CRM
Discussion
ENVIRONMENTAL SCAN
• Purpose –describe the factors that will
influence your institution’s SEM planning
• Include both external and internal elements
• ISU’s Environmental Scan components
• State Policy
• Demographics
• Preparation
• Affordability
• Enrollment
ENROLLMENT BEHAVIOR
(TELL YOUR RETENTION STORY)
• First-time Freshman Enrollment Profile
• Retention
• Comparison to competitors & peers
• Describe differences among groups
• Income (Pell-recipients)
• Type of admission
• Ethnicity
1-yr Retention
• Region
• Survey findings
• BCSSE/NSSE
• Mapworks
80.0%
70.0%
60.0%
51.6%
63.2%
50.0%
40.0%
43.2%
30.0%
20.0%
10.0%
0.0%
African American
63.0%
White
2007
2008
2009
2010
2011
SEM KICKOFF PREPARATION
• SEM Data Team
• Functional area data stewards/analysts
• Faculty
• Presentations for SEM Kickoff Event
• Environmental Scan & Enrollment
Behavior
• Determine content
• Use pictures (graphs, charts, maps)
• Engage the audience
• Be able to clarify (source, timeframe,
context)
SEM KICKOFF –
AUDIENCE PARTICIPATION
What percentage of all Indiana Core40
graduates require remediation?
a)
b)
c)
d)
8%
18%
28%
38%
• General Diploma Graduates - 66%
• Core40 Graduates - 38%
• Core40 with Honors - 7%
THE ISU RETENTION STORY
Fall 2012: 990 of 2,512
FT/FT bachelor’s degree
seeking freshmen did not
return.
Year 4
Year 4+?
The ISU Strategic Plan
• Launched Fall 2009
• 6 Goals; 45 initiatives;
250+ work plans
• 100s of metrics
tracked
• New benchmarks
through 2017
Goal 1: Increase enrollment
and student success
Benchmark
Total Student Headcount
Current
2014
2017
12,114
12,700
14,000
Total New Freshmen – FTFTF
2,666
2,854
3,002
Total Hoosier Headcount
9,349
10,200
11,200
Total Grad Headcount
2,038
2,238
2,868
747
757
986
First-Year Retention -- FTFTF –BDS
60.2%
65%
70%
Four-Year Graduation Rate
22.2%
25%
30%
Six-Year Graduation Rate
41.9%
46%
50%
383
468
688
2,112
2,377
2,597
Total FTFT Transfers
Total Distance Degree Production
Total FY Degree Production
SEM CULTURE DEVELOPMENT STAGES AT ISU
•
•
•
•
•
Developing the mindset
First projects – Spring 2012
Short Term Tactical Team
SEM plan development
Joining SEM with the ISU Strategic Plan
SEM Process at ISU
SEM Steering Committee
Student Success
Council
Forecasting Group
(recruitment side)
(retention/graduation side)
Three Sub-Committees
(1 for each goal)
Data Team
Four Key Components of a Strong SEM Process
Compelling need
Faculty, staff, and student involvement
Cuts across boundaries
Strong communication
SEM Process: Our SEM Goals
To enhance what is done to better educate and prepare
new students and their families prior to the students
enrolling in the fall. (pre-college goal)
To create a strong first-year experience by way of the
University College and allied programming to enhance
freshmen persistence and that establishes a pathway
to their success. (first-year goal)
To enhance student persistence to graduation by
building a culture that is more intensively focused on
effective academic and social engagement.
(persistence to completion goal)
SEM STRATEGIES (GOAL 1)
Goal 1A: Increase knowledgebase for precollege students
Strategy 1: Early Outreach Programming (Pathway to
Success Model)
• Regional Events
• Marketing Dual Credit
Goal 1B: Transitions to First Term
Strategy 1: Affordability campaign
• FA Tele-counseling (outbound personalized coaching)
• FA Talisma campaign to admits
• NPC Parent and Out-of-State Prospectus
Strategy 2: “Sycamoreology” – Preparedness campaign
• Flash-based app or website that caters to admits and parents with a
focus on college preparedness
SEM STRATEGIES (GOAL 2)
To be developed after University College
completes governance process.
SEM STRATEGIES (GOAL 3)
Strategy 1: Enhance student academic and
social engagement.
Strategy 2: Create a new/redefined unit focused
on faculty pedagogical development.
Strategy 3: Develop and deploy a PR strategy
that promotes examples of student success.
Strategy 4: Minimize organizational barriers to
student success.
OBJECTIVE THREE
Setting
Stage
Env. Scan
& SEM
Process
Univ.
College
Data &
CRM
Discussion
UNIVERSITY COLLEGE
•
•
•
•
The resource reality
The moral imperative
The investment need
The distinctiveness opportunity
University
College
FACILITATORS, INHIBITORS, AND SUBTEXT
Will I/we lose
resources?
How will we
know it works?
Will I/we lose
power?
More damn
administrators.
What will it
mean for
institutional
quality?
What will it
mean for my
workload?
University
College
Will I have to
change?
If we have it,
does that
mean the rest
of us are doing
something
wrong?
OBJECTIVE FOUR
Setting
Stage
Env. Scan
& SEM
Process
Univ.
College
Data &
CRM
Discussion
Data Warehouse and CRM
SEM Short Term Tactical Team
Phase 1: Fall 2012 Early Registration
Banner
SIS
FAFSA
Housing contracts
Frosh Check List
Early Registration
Registration Open
CRM
Increase in
Early
Registration
Phase 2: Spring & Summer 2012 Registration
and Graduation Campaign
SEM TECHNOLOGIES: OTHER EXAMPLES
• Student Engagement
- RecFest/First Football Game
- Dining Card Swipe
- Students at Risk (By County)
• Affordability
• Student Success
- 12-Credit-Hour Drop
- Investigating EWS, GradesFirst
• “One Data”
- Dashboards
- Analytics
CHALLENGES
• What’s working?
. . . Define “working”!
• Thinking in new ways
• Who’s doing what?
• How much is too much
. . . contact for one
person?
. . . data to keep?
• Choosing and using tools
OBJECTIVE FIVE
Setting
Stage
Env. Scan
& SEM
Process
Univ.
College
Data &
CRM
Discussion
• What factors facilitate or inhibit the focus of energy on
student retention/success at your institution, particularly for
freshmen? How might SEM aid you in focusing that
energy?
• What is the status of your ability to collect, interpret, and
use data for decision making as it informs work with student
retention/success?
• How might a CRM aid your work with student
retention/success?