Wednesday, July 15, 10 a.m.–12:00 noon
Building a Strategic Enrollment Management Organization: A New Approach to SEM Success ($50)
Effectively positioning the role of enrollment management among the entire campus community can be difficult, but is widely rewarding. Through a case study and data focused discussion, participants will learn effective ways to boost an institution's willingness to integrate Strategic Enrollment Management into many campus activities and planning efforts. The parallels between successful SEM practitioners and enrollment consultants are many. The presenters will explore the idea of positioning the enrollment management leadership and service units as "in-house consultants" (IHC). Participants will learn how the IHC model can be used to build an organizational culture that better motivates staff and faculty collaboration, demonstrates a dedication to intelligent planning and strategy execution, promotes a stronger passion for academic and student success, and embraces the regular use of solid analytical and data-driven skill-sets to move an institution in a desired direction.
Jay W. Goff, Dean of Enrollment Management, Missouri University of Science and Technology
Dr. Jason E. Lane, Asst. Professor of Educational Policy Studies and Administration, University at Albany, SUNY
Dr. Larry Gragg, Professor and Chair, History and Political Science Department, Missouri University of Science and Technology
Student Recruitment in an Online World: Creating a Recruitment Communications Plan in a World without Paper: 2009 Update ($50)
The economic plague of 2009 is creating new pressure to reduce costs. Print publications for student recruitment are a prime area for review and reduction. Creating or strengthening a strong online communications plan can help reduce costs while preventing conversion losses in the recruitment cycle. What would you do if you had no funds for print publications at all? In this update to a popular 2008 workshop, we'll cover these points and more, using examples from colleges and universities to craft a communications plan that builds on the "best of the best" practices in use now. And we will, of course, speculate about the impact of future technology changes. Our goal is to answer this question: How can we maintain and even increase conversion levels from time of first interest to decision to enroll if we have no budget for publications?
Bob Johnson, President, Bob Johnson Consulting, LLC
Achieving Campus Buy-In for CRM and Web 2.0 High-Touch Campus-Wide Communication Strategies ($50)
This session will help you to identify ways to support a campus-wide, student-centered approach to communications. Cal Poly has capitalized on its CRM Hub and other media toolsets including: streaming e-mail messages, Knowledge-Based Virtual Advisor, podcasts, chat rooms, telemarketing, broadcast phone messages, text messages, and, when necessary, direct mail messages to communicate with their varied audiences throughout the enrollment cycle. This includes messages sent to students from the president, provost, college deans, department chairs, student affairs directors, student clubs, and the admissions, recruitment, and financial aid department. Cal Poly has automated 90–95% of its communication between the campus and prospective students. Through this targeted e-marketing effort, we touch over 100,000 prospective students each year.
James Maraviglia, Assistant Vice President, Cal Poly, San Luis Obispo
How to Help Borderline Admits Succeed in College (Free)
Students with borderline ACT® or COMPASS® scores are at greater risk of encountering academic failure or dropping out of college. What can you do to help these students? ACT offers several instruments to help you identify these students’ areas of vulnerability, suggest appropriate interventions, and connect them to the support services they need. You will learn how to use diagnostic testing via the COMPASS system to pinpoint students’ cognitive developmental needs, and to use the new Student Readiness Inventory from ACT to evaluate student risk based on their psychosocial and study skill attributes. You will also learn how to use the COMPASS Underprepared Student Follow-Up Report to evaluate how well your students perform after receiving developmental interventions.
John Roth, Principal Consultant, Placement Programs, ACT
David Chadima, Senior Consultant, Placement Programs, ACT
Increasing Transfer Enrollment Growth from Two-Year Colleges ($50)
Community college enrollment is growing dramatically, and colleges and universities around the country are paying closer attention to transfer issues. This session focuses on two important aspects of increasing the number of transfer students from two-year colleges: (1) developing effective strategic enrollment marketing plans for transfer populations, and (2) developing partnerships with key feeder schools. In this joint session, staff from DePaul will discuss their Community College Market Matrix and how it is used in undergraduate admissions. Staff from the University of Illinois at Urbana–Champaign will discuss their dual admission partnership with Parkland College, a local community college. The goal of this collaborative program is to promote a seamless transition between institutions, with a particular aim of reaching students who have been underrepresented at Illinois. This presentation will illustrate strategies and processes for the development of a dual admission partnership.
Keith Marshall, Associate Provost for Enrollment Management, University of Illinois at Urbana–Champaign
Ruth Watkins, Dean of Liberal Arts & Sciences, University of Illinois at Urbana–Champaign
Kris Young, Vice President for Academic Affairs, Parkland College
Linda Moore, Vice President for Student Services, Parkland College
Rina Bongsu-Petersen, Research Associate, Enrollment & Marketing Research, DePaul University
Pamela Lee, Associate Director of Transfer Admission, DePaul University
Wednesday, July 15, 1:00–3:00 p.m.
What’s Your Strategic Plan for Dealing with Challenging Demographic Projections? ($50)
No doubt, admissions staffs are working harder than ever to meet recruitment goals. And while so much energy and focus is directed to navigating the annual rapids of change, we're increasingly distracted from the waterfall that lies ahead. Profound demographic change is just beginning to make a ripple effect across higher education, and if you think the waters are rough now—you ain't see nuthin' yet. Recent research has found that most campuses are unprepared. Does your campus have a strategic plan to increase your market share of recent high school graduates and/or to increase student retention? If not, are you ready for resulting declines in enrollment and/or class profile? How can you utilize the principles of strategic enrollment planning so that rather than fearing the future, you embrace it? This session provides a forum for outlining the challenges we face and the silver lining that cuts through the dark clouds ahead. In addition, the presenters will share their experiences in strategic enrollment planning—what works well and what pitfalls to avoid.
Jim Mager, Associate Vice President, Noel-Levitz
Brian Dalton, Senior Vice President for Enrollment Management, Mercer University
Putting Theory into Practice: The Use of ACT Data and Enrollment Services at Missouri University of Science and Technology (Free)
Need help starting a new enrollment management plan or updating your current SEM plan? ACT provides many sources of research and information for environmental scans, benchmarking, goal setting, market assessments, recruitment and retention planning, and new student advising and placement. This session is designed for professionals and faculty interested in putting the data to work on their campus. Through this interactive workshop, presenters will demonstrate ways to personalize and enhance your current strategies and reporting techniques using ACT data and enrollment management services. Topics include: (1) setting realistic goals and vision-based market trends, (2) building competition lists, (3) assessing current market position and penetration, (4) developing enrollment projections, (5) determining recruitment regions and optimizing travel, (6) developing a strategy for prospect list purchases and direct mail budget control, (7) developing and promoting pre-college camps, (8) assessing appropriate student activities, support services and financial aid need, and (9) using student profile data to improve advising and first-year success.
Jay W. Goff, Dean of Enrollment Management, Missouri University of Science and Technology
Rachel Morris, Data & Technology Coordinator, Missouri University of Science and Technology
Brad Starbuck, Enrollment E-Communications Specialist, Missouri University of Science and Technology
Enrollment Planning at the Community College: Transforming Your Recruitment and Marketing Strategies ($50)
"Build it, and they will come" used to be the recruitment strategy for many community colleges. Today, community colleges have to be more competitive in their efforts to engage prospective students. To stay ahead of the curve in marketing, the Community College of Baltimore County has taken creative steps to deliver the best mix of marketing and recruitment messages to prospective and current students. Join CCBC's presenters for a visual overview of how they moved from unit-generated communications to a multi-channeled approach using a comprehensive landscape of communication strategies including podcasts, vehicle wraps, web advertising, networking, kiosks, online info sessions, targeted outreach and direct mail publications, and event management. The session will also highlight CCBC's enrollment plan, service philosophy, and back-office and enrollment management organizational redevelopment.
Theresa Carr, Dean of Enrollment Management, Community College of Baltimore County
Marcia Amaimo, Director of Outreach Communications, Community College of Baltimore County
Jodi Ceglia, Director of Publications, Community College of Baltimore County
Jenni Dagostin, Coordinator of Admissions, Community College of Baltimore County
Taking Stock in Your Profession—and Yourself ($50)
Part I: Beef Stew for the Brain
Nearly thirty years in the world of education and I still don’t have the right recipe for success—only sanity. I start with a sense of humor, add the enthusiasm of a child, blend the experiences of an educator with the anxieties of a parent—and shake well. So prepare to sit back and take a motivational, inspirational and humorous look at life and the important work that educators do. Whether one prefers cartoons, quotes, anecdotes or simply tips on maintaining sanity in the chaotic world of education, there will be something to please in this unusual presentation.
Part II: There Are No Problems BUT Personnel Problems
Even a great strategic enrollment plan can be derailed by uncooperative or ineffective staff. Managing an enrollment team means dealing with people in good times and bad. This session will explore aspects of leadership essential to success—interviewing and hiring, providing initial and ongoing training, conducting effective performance reviews, etc.—but often ignored in favor of operational topics.
Paul Weeks, Assistant Vice President, ACT
Student Ambassador Program Extravaganza! ($50)
Is your student ambassador program in need of an overhaul? Combining the best approaches from four institutions, this session will discuss how to develop effective student ambassador programs in cost-effective ways. Topics include: (1) ways to improve your campus visit experience by strengthening your student volunteer program, (2) using student employees as college ambassadors for enrollment and retention initiatives, while training, developing, and coaching student ambassadors into future leaders, and (3) how to manage a successful ambassador program on a shoe-string budget. Emerging student leaders are great resources to promote student success and create seamless transitions for first-year students. This session will send you home with some great ideas to help make that happen at very different types of institutions. The session includes time to hear from the audience about their own ambassador programs.
Angela Johnson, Assistant Dean, Student Affairs, Cuyahoga Community College
Karen Miller, Dean, Student Affairs, Cuyahoga Community College
Megan Radke, Admission Counselor, Saint Mary's University of Minnesota
Aubrey Hollnagel, Visit Coordinator, Saint Mary's University of Minnesota
Shawn Smee, Director, Office of Recruitment, Murray State University
Roslyn White, Associate Director, Office of Recruitment, Murray State University
Amanda Carter, Senior Admission Counselor, Murray State University
Tricia Williamson, Associate Director for Visitor Center and Special Recruitment Programs, Northeastern University
Kurt Heissenbuttel, Senior Assistant Director for Visitor Services, Northeastern University