2007 Admissions Advisor Financial Aid Workshop
Thursday, June 28, 2007
9:00 a.m. - 3:00 p.m.
Classics V Banquet Facility, Amherst
An Overview of
“Strategic Enrollment Management”
at SUNY Fredonia
Daniel M. Tramuta
Associate Vice President for Enrollment Services
June 28, 2007
Strategic Enrollment Management Silos

Different Structures at different institutions
 At SUNY Fredonia, SEM equates to:
~Admissions
~Educational Development Program
~Financial Aid Office
 Premise behind is to streamline the delivery of
student services
What SEM is Not
• A quick fix
• An administrative function separate from the
academic mission of the institution
• Simply an organizational structure
• Reserved for Bachelor Degree programs only
Components of an effective Strategic Enrollment
Management (SEM) Services model
A comprehensive campus strategic plan at all levels
that enables the fulfillment of institutional mission
and students’ educational goals by……
----SEM Goals
• establishing clear goals (targets/caps) for the number
and types of students needed to fulfill our mission
• promoting academic success by improving student
access, transition, persistence and graduation
• enabling the delivery of effective academic programs
• generating added net revenue for the institution
SEM Goals, cont…
• improving service levels to all stakeholders (e.g.,
prospective and current students, other departments)
• increasing process and organizational efficiency
• creating linkages with functions and activities across
the campus
• educating the entire campus on enrollment issues
and viable solutions (campus-wide buy in)
FIERCE COMPETITION

Institutional Scholarship programs, i.e. Honors
Programs, Valedictorian/Salutatorian, etc. provide
generous scholarships and/or special housing to top
students and beyond.
 Private Schools- can discount by up to 40%, taking
away many highly-qualified students from the public
side.
 Most schools looking to grow enrollment, increase
diversity, and to shape their entering class.
 Changing Demographics (declining high school
graduation rates).
Projected change in the number of high
school graduates, 2005-06 to 2015-16
Source: Western Interstate Commission for Higher Education
© Copyright 2005, The Chronicle of Higher Education
Reprinted with permission. This material may not be posted, published, or
distributed without permission from The Chronicle.
Estimated median cost to recruit
a single student: 2002-2005
$2,500
$2,000
$1,965
$1,901
$2,073
$1,500
Public 4-Year
Private 4-Year
$1,000
$500
$456
$516
$455
$0
2002
2004
2004 National Enrollment Management
Study and 2005 Cost of Recruiting Report
2005
New (not parent) communication
vehicles
Instant messaging:
1.
–
–
–
64% use IM currently
71% would send an IM to a
college rep through the
school’s site
82% would respond to an IM
sent from a school

E-Recruiting Report Notes:

Just over 40% of institutions
collect applicants’ cell phone
numbers.
– Are you collecting this
information? When?
Cell phone:
2.
–
–
–
–
68% own a cell phone
59% of those who do would
take a call from you on their
cell
78% have text messaging
49% of those who do would let
you send them a text message

“How do you use these
numbers?”
– 57% for notifications, deadlines,
decisions
– 37% telecounseling
– 7% instant messaging
Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
GENERATIONAL CHARACTERISTICS
Generation 1982-2002: Today’s
college students, biggest generation ever,
academically ambitious, high expectations, seeking
recognition, product of consumer culture, most
diverse group in U. S. history.
 Generation X 1961-1981: Building careers,
raising families and planning to send their children
to college. Seeking value in a college education
 Baby Boomers 1943-1960: Last of Boomers
children are through college. Early Boomers
retired or looking to retire. Late Boomers at peak
of earning power.
 Millennial
Millennials: Seven core traits

Special: Older generations have inculcated in Millennials the
sense that they are, collectively, vital to the nation and to
their parents’ sense of purpose

Sheltered: They are the focus of the most sweeping youthprotection movement in American history

Confident: With high levels of trust and optimism – and a
newly felt connection to parents and the future – Millennial
teens equate good news for themselves with good news for
the country
From Neil Howe and William Strauss: Millennials Go to College
Millennials: Seven core traits

Team-oriented: From Barney and soccer to school
uniforms and group learning, Millennials are developing
strong team instincts and tight peer bonds

Conventional: Taking pride in their behavior and quite
comfortable with their parents’ values, Millennials provide
a modern twist to the traditional belief that social rules and
standards can make life easier
From Neil Howe and William Strauss: Millennials Go to College
Millennials: Seven core traits

Pressured: Pushed to study hard, avoid personal risks, and
take full advantage of the collective opportunities adults
are offering them, Millennials feel a “trophy kid” pressure
to excel

Achieving: With accountability and higher standards rising
to the top of America’s agenda, Millennials are on track to
become the smartest, best educated generation in U.S.
history
From Neil Howe and William Strauss: Millennials Go to College
Millennials: Impact on marketing
and recruitment strategy
 “Co-purchasing” trend demands that we increase parental
involvement in the college choice process

Emphasize campus security and safety, must market to
parents

Develop strategies to capitalize on their conformity (e.g.,
attracting the popular student at a high school may result in
followers)
From Neil Howe and William Strauss: Millennials Go to College
Millennials: Impact on marketing
and recruitment strategy

Recognize individual achievement

Emphasize team activities

Remember that they take digital technology
for granted

Build a “big brand” for your institution
(emphasize traditions, heritage, high
standards) From Neil Howe and William Strauss: Millennials Go to College
ATTRACTING MILLENNIALS
Parents and grand parents play a significant
role in the college-selection process, so must
cater to Baby Boomers and Generation X.
Millennials are also considered the Trophy
Generation:
– Have been playing sports and doing organized
activities since they were young
– Accustomed to constant rewards
– Sophisticated consumers
– Need to recognize them with scholarships and
“Helicopter parents”

Co-purchasing

Covenanting

Shared values
From Neil Howe and William Strauss: Millennials Go to College
Generation Nexters

Pew Research Center Study,October 2006
*70% of them see their generation as
distinct and unique
*They are the “look at me” generation
i.e. social networking sites like
Facebook, MySpace
*Use of Technology to connect
w/people
*They are voting democratic
Rising seniors would like to:












Complete a financial aid estimator form (88%)
Complete a tuition cost calculator form (83%)
Complete an admissions application online (81%)
Request a campus visit by completing a form (81%)
IM with an admissions counselor or student worker (72%)
Complete a form to RSVP for a campus event (72%)
Inquire online (70%)
Read profiles of faculty (64%)
E-mail a faculty member (64%)
Read a blog written by a member of the faculty (64%)
Read profiles of current students (63%)
Read a blog written by a current student (63%)
Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
Pre-application activities










Visit the school’s Web site—89%
Ask my high school guidance counselor about the school—
88%
Ask a teacher or coach about the school—87%
Look at other sites that give ratings/info about the school—
85%
Meet with an admissions rep. when they visit my high
school—80%
Virtual tour online—79%
Look at college rankings—US News & World Report—79%
Look at guidebooks, like Peterson’s—77%
Visit the campus without seeing anyone from admissions—
68%
Visit campus for an organized tour or admissions event—63%
Source: e-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
Goals for the Financial Aid Office
•
Maximize federal, state, and institutional aid
• Timely packaging and notification of awards
• Strategic use of campus based and scholarship awards,
especially prevalent now within the SUNY Fredonia SEM
umbrella
• Service and process simplicity—can have as much to do
to do with an effective Enrollment Management strategy as
any other variable (utilize web/email)
-Financial Aid Services at SUNY Fredonia have been rated #1 in
SUNY Opinion Survey
Higher Education Reconciliation Act of
2006
Creates Two New Grant Programs
 Academic Competitiveness (ACG) Grant Program
 National “Science and Mathematics Access to Retain
Talent” Grant (National SMART Grant) Program
 Funding for these programs is not subject to annual
appropriations process:
– 2006-07 -- $790 million
– 2007-08 -- $850 million
– 2008-09 -- $920 million
– 2009-10 -- $960 million
– 2010-11 -- $1.01 billion
NOTE: Funds not spent in one year are carried over
to subsequent years.
ACG: Rigorous Secondary School Program of Study
 Secretary issued guidance on May 2, 2006 that
provided four alternatives and requested
additional programs from States by June 1.
 Alternatives identified:
– Named Advanced or Honors programs (39
states)
– 2 AP or IB courses in high school with a
minimum passing score of 3 or 4 respectively
– Completion of a set of designated courses:
- 4 years of English
- 3 years of Math
- 3 years of Science
- 3 years of Social Studies
- 1 year of a Foreign language
Academic Competitiveness Grants (ACG)

Year 1:
–
Have completed a rigorous secondary school program of
study after January 1, 2006
– Not previously enrolled in a “program” of undergraduate
education.
 Taking classes is OK (even if they will ultimately count
toward degree) but not in a program to which the
student is admitted.
– Maximum award is $750 (The Financial Aid Office has
now initiated the awarding process)

Year 2:
– Have completed a rigorous secondary school program of
study after January 1, 2005
– For second year students have at least a 3.0 GPA
– Maximum award is $1,300
DE will notify potential recipients via email/letter in 7/06
Bottom line:
SEM is a campus wide effort that involves
the entire campus community from
Admissions, Financial Aid, Academic
Advising, Orientation, Faculty/ Staff,
Residence Life, etc.
Questions…
Financial Aid 201
Michelle Rizzo
Canisius College