Schola Brevis:
Student Recruitment
&
Success
Student Recruitment & Success
Recruitment
Admissions 101
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Admissions funnel
Fall Travel – 1200+ events/visits
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Spring Travel – 125+ events/visits
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80+ NY State
30+ Out of state
5000+ students on tour each year
Holistic application review process
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700+ NY State high school visits
340+ Out of state high school visits
More than just GPA & SAT/ACT
Parent statement
Strength of academic program
Demonstrated interest in Geneseo
Contribution to campus community
Yield programming
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Preview Days/Overnights
Receptions
Meetings/phone calls, etc.
Student Recruitment & Success
Recruitment
Locating the College: SUNY
University Colleges
Enrolled
SAT
ACT
GPA
Rank
Geneseo
5682
1120-1300
25-29
90-95
1
New Paltz
6642
1090-1240
24-28
89-94
2
Oneonta
5800
1050-1170
23-26
88-94
3
Cortland
6350
1020-1220
23-26
88-93
4
Oswego
7200
1030-1190
22-26
87-93
5
Fredonia
4941
1000-1160
21-26
86-93
6
Brockport
6819
960-1100
20-25
86-93
7
Plattsburgh
5565
1000-1160
21-25
86-92
8
Old Westbury
4313
960-1110
22-24
84-91
9
Purchase
4493
1010-1150
20-26
85-90
10
Buffalo State
9316
890-1030
20-24
82-89
11
Potsdam
3707
Empire State College
87-91
18,656
Student Recruitment & Success
Recruitment
Locating the College: COPLAC
2014-2015
Geneseo
COPLAC
COPLAC trend
Admit Rate
53.1%
72.9%
Rate increasing
SAT
1160-1320
957-1178
Decreasing
ACT
26-29
21-26
Slight decrease
% Underrepresented
24%
20%
Stable
6-yr Graduation rate
78%
55.9%
Stable
Note: Most recent COPLAC data is from 2014/2015
Student Recruitment & Success
Recruitment
Challenges in Enrollment
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Changing demographics:
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From 2008-2019 (beyond?!), 16.5% fewer high school graduates
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-12.3% Suffolk County (feeder county)
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-22.4% Monroe County (feeder county)
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Changes in multicultural populations – Increases in Hispanic graduates and Asian
graduates expected (4%, 15% respectively).
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We must appeal to the changing population of prospective students
Scholarships:
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Approximately 12.5% of incoming students awarded a scholarship by admissions,
Fall 2015
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Competitive landscape relies heavily on scholarship leveraging
Student Recruitment & Success
Recruitment
Initiatives: Data-Driven Strategies
• Surveys underway: Accepts, declines, melts, parents, transfers
– Class of 2018 survey results & use
• New Jersey
– #1 “Exporter” state – Fall 2012, NJ exported 29,237 students, trend
expected to continue
– #1 Out of state market SUNY-wide
– SUNY marketing in Northern NJ
– New York is an “importer” state
Student Recruitment & Success
Recruitment
Initiatives:
On-Campus
• Open House
• Redesigned Publications
Student Recruitment & Success
Recruitment
Initiatives:
Off-Campus
• Road Show
• Major-specific marketing to address
overloaded majors
• Multicultural recruitment plan
Student Recruitment & Success
Recruitment
Initiatives: Relationship building
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International/AOP cross-training
Career Development
Athletics
Guidance Counselors
– Road show
– NYSACAC Conference 2017
• Transfer Counselors
• CBOs
• Faculty
Student Recruitment & Success
Recruitment
Initiatives: Collaboration with Advancement
Impact of Privately Funded Scholarships
• 2008
– 361 Scholarships awarded – total $453,699*
• 2015
– 443 Scholarships awarded – total $799,670*
• Change in awards: $345,971
*All scholarship awards – endowed and current use.
Student Recruitment & Success
Recruitment
Initiatives: Collaboration with Advancement
129 Privately Funded Endowed Scholarships
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All gifts received for endowed scholarships through June 30, 2008
– $3,244,712 for 102 total endowed scholarship funds
• Market value: $3,682,353 (small appreciation due to significant market
decline)
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New gifts from July 1, 2008 – June 30, 2015
– $4,233,314 and 27 newly endowed scholarship funds
• Market value: $10,540,814
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Change in market value of endowed scholarships: $6,858,461
Student Recruitment & Success
Recruitment
Initiatives: Collaboration with Advancement
Example of a Private Scholarship – Renewed Periodically
• The James Patterson Teacher Education Scholarships
– Eight $6,000 scholarships for students studying education with the intention to teach
in an elementary or secondary setting, preferably English language arts with an
emphasis on literacy
– Equivalent to an endowment of $960,000
• Jewish Foundation for the Education of Women (JFEW)
– September 2015 – February 2018 for a total of $290,000
– Equivalent to an endowment of $1,831,579 (annualized)
Student Recruitment & Success
Recruitment
Initiatives: Collaboration with Alumni
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Mailing to 500+ alumni high school teachers and guidance counselors asking
them to share their Geneseo story and to encourage their best and brightest
students to apply
Coordinated an accepted student reception on Long Island allowing students
and parents an opportunity to meet with alumni and College administrators.
Three-quarters funded by alumni donors with support from the Alumni Office
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Engaged alumni to send personal notecards to admitted out-of-state students
in an effort to increase their yield
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Approximately 250 students and family members attended
The yield rate for attendees was 58.6% compared to 18% of admitted Long Island students who
did not attend the reception
28 alumni sent 244 personal notes to out-of-state students
Initiated the first-ever young alumni panels at admitted student Preview Days
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18 alumni participated over 4 Preview Days
Student Recruitment & Success
Recruitment
Initiatives: Graduate Recruitment
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53 New graduate students: Fall 2015
116 Continuing graduate students
Market analysis – Room for growth
New initiatives:
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Heavy travel/recruitment fairs
September 24 Information Session
Marketing campaign including direct mail and online advertising
Spring recruitment event on campus
Ads in college newspapers
Networking with program directors: Business & Education
Creation of graduate program brochures
Regular communication with Geneseo undergraduates
Student Recruitment & Success
Student Success:
Co-Curricular Programs
“The secret of successful retention programs is no secret at
all, but a reaffirmation of some of the important foundations
of higher education. In short, retention is no more than, but
certainly no less than, successful education.”
Dr. Vincent Tinto
Syracuse University
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Six Conditions that Foster Student
Engagement and Persistence
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a “living” mission and “lived” educational philosophy
an unshakeable focus on student learning
environments adapted for educational enrichment
clearly marked pathways to student success
an improvement oriented ethos
shared responsibility for educational quality and student success
Student Recruitment & Success
Student Success:
Co-Curricular Programs
A Living Mission and
Lived Educational Philosophy
DEEP colleges and universities go to great lengths to make
their missions, values, and aspirations transparent and
understandable to their constituents.
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Through the missions, operating philosophies, and
organizational and structural characteristics of these
institutions, they have developed complementary policies
and practices tailored to the schools’ missions and the
students’ educational and social needs, interests, and
abilities. An essential element of these policies and
practices is their steadfast focus on student learning.
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Characteristics of Learning
Environments at DEEP Institutions
• undergraduate learning is valued
• experimentation with engaging pedagogies
takes place
• faculty and staff are accessible and make time
for students
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Characteristics of Learning
Environments at DEEP Institutions
• Learning takes place among peers through peer
leadership and mentoring programs
• Learning communities are formed to provide structure for
group and peer learning
• Learning takes place in the local community
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Colleges and universities that promote high levels of student
achievement set high expectations for student performance.
Such institutions:
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inform students of the institution’s high expectations from the
very beginning
expect significant time on task for writing, reading, and class preparation
support students when they are in academic trouble or just want extra skill
enhancement opportunities
provide a rigorous summative experience like a capstone project
or comprehensive exam
encourage students to share the results of their work through various forms
of scholarship celebration activities
Student Recruitment & Success
Student Success:
Co-Curricular Programs
“Consciousness of Place”
• Buildings and classrooms and other physical structures are adapted
to “human scale,” and are kept as small as reasonably possible.
• Learning opportunities are found in natural and constructed campus
settings.
• The educational potential of the residence halls is harnessed by
matching the campus environment to the intellectual mission of the
institution.
• Connections are made to the local community that benefit students,
the institution and the surrounding community itself.
Student Recruitment & Success
Student Success:
Co-Curricular Programs
The Role of Student and Campus Life in
Student Success
• a high degree of respect and collaboration across campus
• co-curricular programs that complement, rather than compete, with
student achievement
• consistent norms across both institutional and student cultures that
impel student engagement
Student Recruitment & Success
Student Success:
Co-Curricular Programs
2015 SUNY Student Opinion Survey
• Opportunities for personal involvement in
campus clubs/activities
– 1/12
– 2/27
• Leadership development opportunities
– 1/12
– 1/27
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Clearly Marked Pathways to
Educational Success
Guideposts exist that mark student pathways,
such as first-year seminars, advising sessions, early
warning systems, capstone courses, and opportunities
to celebrate student achievement.
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Good advising may be the single most underestimated characteristic
of a successful college experience.
Making the Most Out of College: Students Speak Their Mind
National studies of student satisfaction indicate that advising is
the area of their educational experience with which students are
the least satisfied.
Student Success in College: Creating Conditions that Matter
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Institutions can improve their retention and
student success efforts by:
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Providing programs for student support
(e.g., tutoring, developmental courses, student groups, summer bridge programs,
academic advising, personal counseling, first-year seminars)
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Connecting academic support to everyday learning
(e.g., supplemental instruction, linked classes)
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Effective assessment practices
(e.g., entry assessment, early warning systems, student learning, student
satisfaction, student engagement, educational outcomes, advising, teaching)
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Engaging students on learning
(e.g., cooperative/collaborative teaching strategies, learning communities)
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Academic advising is the only structured activity on the
campus in which all students have the opportunity for one-toone interaction with a concerned representative of the
institution.
Effective retention programs have come to understand that
academic advising is at the very core of successful
institutional efforts to educate and retain students.
Student Recruitment & Success
Student Success:
Co-Curricular Programs
Student Learning
+
Student Engagement
+
Student Satisfaction
=
Student Success
Student Recruitment & Success
Student Success:
Academic Programming
Student Recruitment & Success
Student Success:
Academic Programming
Student Recruitment & Success
Student Success:
Academic Programming
Source: Hart Research Associates, It Takes More Than a Major (2013)
Student Recruitment & Success
Student Success:
Academic Programming
Source: Hart Research Associates, It Takes More Than a Major (2013)
Student Recruitment & Success
Student Success:
Academic Programming
Source: Hart Research Associates, It Takes More Than a Major (2013)
Student Recruitment & Success
Student Success:
Academic Programming
GLOBE
Geneseo’s Learning Outcomes for a Baccalaureate
Education
• Broad and specialized knowledge
• Intellectual and practical skills
• Integrative learning
Student Recruitment & Success
Student Success:
Academic Programming
General Education
GLOBE provides the framework for a significant revision of
General Education at Geneseo. It is flexible enough to allow
the requirements of General Education to evolve.
New General Education Program under discussion:
• Fewer courses drawn from a menu of introductory level courses
• A student-designed cluster of intermediate courses
• Inclusion of high-impact experiences with a reflective component
• A variety of options for meeting the skills outcomes
Student Recruitment & Success
Student Success:
Academic Support
General Support
Student Recruitment & Success
Student Success:
Academic Support
Specialized Support
Student Recruitment & Success
Student Success:
Academic Support
Issues
• Lack of coordination
– Among the learning centers
– Between academic and student life services
• Decentralized resources can be confusing to students
• Absence of good data on effectiveness
• No early warning system
Student Recruitment & Success
Student Success:
Academic Support
Issues
• Inadequate resources to meet the needs
– Overcrowding at peak periods in learning centers
– Shortened hours of availability
– Fewer tutors available
• Equity gaps for African-American & Latino students in:
– Graduation rates
– Persistence rates
Student Recruitment & Success
Student Success:
Academic Support
What Others are Doing
• 3 in 5 Institutions have a dedicated, full-time position
responsible for student success
• Many have a standing committee responsible for
comprehensive oversight of student success initiatives
• “Most” are using predictive analytics to tag at-risk students
(27% started these efforts in the past year)
Source: “Student Success – Building a Culture of Retention and Completion on College
Campuses,” The Chronicle of Higher Education
Student Recruitment & Success
THANK YOU.
Don’t forget to join us for other Schola Brevis/Locating the College
sessions:
• Financial Sustainability: Sept. 16, 3:30 p.m.
• Integrated Learning: Sept. 21, 9 a.m.
• Engaged Geneseo: Sept. 22, 4 p.m.
Student Recruitment & Success