International Strategic Enrolment Management at the University of

International Strategic Enrolment Management at the University of Victoria 2015 BCCIE Summer Seminar Carolyn Russell, Director, Student Recruitment and Global Engagement Joel Lynn, Executive Director, Student Services

Presentation Overview • Strategic Enrolment Management Theory • Current UVic Context – Internal and External • Ongoing Recruitment Strategies • Ongoing Retention Strategies • Questions/Dialogue

Strategic Enrolment Management (SEM) is a comprehensive and coordinated process that enables a university to identify enrolment goals that are aligned with its mission, its strategic plan, its environment, and its resources, and to reach those goals through the effective integration of administrative processes, student services, curriculum planning, and relevant data analysis.

SEM Guiding Principles • Recruit high quality students • Ensure student success and engagement throughout their educational experience • Meet enrolment and financial goals of the university • Build life-long affinity with the university

The purposes of SEM are achieved by: • Establishing clear goals for the number and types of students needed to fulfill the institutional mission; • Promoting students’ academic success by improving access, transition, persistence, and graduation; • Promoting institutional success by enabling effective strategic academic and financial planning; • Creating a data-rich environment to inform decisions, evaluate effectiveness of strategies, enable continuous improvement;

The purposes of SEM are achieved by: • Improving process, organizational and financial efficiency and outcomes; • Strengthening communications and marketing efforts – online and select print publications; and • Collaboration among departments, faculties, and units across the campus to support institutional enrolment efforts.

The Student Success Continuum The SEM Perspective Recruitment / Marketing Orientation Classroom experience Co-curricular support Degree/goal attainment. Student’s university career Admission Financial Aid Academic support Retention Engaged Alumni

Recruitment Funnel Inquiry to Application Faculty Connections Generate Inquiries Application to Admission Conversion Media Events Students Conversion Registration

SEM takes much of what we do into account… • Strategic plan and external factors • Optimal enrolment • Marketing and communications • Student recruitment • Financial supports • Program delivery • Curricular and program development • Academic Advising • Campus life, facilities • Retention • Career education • Timely graduation • Alumni relations

External factors - Demography British Columbia Population and Projections for 18 to 24 year-old cohort 500 450 400 350 000’s 300 250 200 150 100 50 0 197 1 197 5 197 9 198 3 198 7 199 199 200 201 201 202 203 203 5 9 3 7 1 5 9 9 3 7 1 5

Student demand, program changes, societal and governmental expectations Program Enrolment Changes 2006 -07 to 2013 -14 100% 84. 6% 80% 58. 3% 60% 35. 4% 40% 20% 8. 5% 0% -20% -40% Business & Management Engineering & Computer Science Life Sciences & Health Physical Sciences Humanities -24. 3%

Meeting Targets Overall…

Change in International Student Enrolment by Faculty Fall 2009 to Fall 2014 250% 208% 196% 200% 150% 107% 100% 98% 80% 71% 60% 50% 36% 24% 0% 245 693 1602 Faculty of Social All Faculties Engineering Sciences 110 378 17 59 Faculty of Science Faculty of Graduate Studies Faculty of Human & Social Dev. Faculty of Humanities 88 14 PB Gustavson Faculty of Fine Schl of Business Arts

Current International Student Enrolment Fall 2009/10 – Fall 2014/15 3500 3000 852 2500 734 2000 698 1500 656 474 515 2256 1000 500 1725 1020 1029 1149 2009 2010 2011 1334 0 UG Headcount GR Headcount 2012 Total Annualized FTEs 2013 2014

International Undergraduate Applicants, Admits, and Registrants for Fall Entry 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2009 2010 Applicant Headcount 2011 Admit Headcount 2012 2013 Registrant Headcount 2014

First Year Retention of Degree-Seeking Undergraduate International Students Fall 2007 to Fall 2012 100% 80% 60% 40% 20% 0% 2007 2008 2009 2010 2011 2012

Graduation Rate of Degree-Seeking Undergraduate International Students Fall 2002 to Fall 2009 80% 60% 2002 2003 2004 40% 2005 2006 2007 2008 20% 2009 0% Yr 2 U Grad Rate % Yr 3 U Grad Rate % Yr 4 U Grad Rate % Yr 5 U Grad Rate % Yr 6 U Grad Rate % Yr 7 U Grad Rate %

What did we do? We engaged Illuminate Consulting Group (ICG) to conduct a review of international strategies/approaches and provide institutional recommendations

Results External Review by ICG –Reformulation of UVic’s approach to international recruiting (tiering strategy) –Internal Capability and Service enhancements (enhanced marketing materials, in country presence) –New Recruiting Channels and Modes (partnership agreements, pathway program, country/region specific social media engagement) –Controlling and adjustments (set benchmarks, modify resources to balance the model)

Current Internal Oversight for SEM –Student Recruitment Committee –Pathway Program Steering Committee –International Research & Academic Planning Working Group –Student Affairs International Working Group

Where are we today? International undergraduate student population Growth from 1, 076 students in 2009 to 2, 256 in 2014. Now comprises 13% of undergraduate population 2009 – 1076 at the undergraduate level or 6% Similar institutions 12 -15% International student retention rate of 85% with a goal of increasing to 90%

International Students at UVic: 118 Countries Represented People's Republic of China USA 24% India Germany 46% Iran United Kingdom 2% 2% 2% Republic of Korea Japan 2% 3% Taiwan 3% 4% 4% Saudi Arabia 8% 108 Other Countries

Student Success & Engagement Initiatives –Introduction of CAS (Council for the Advancement of Standards in Higher Education) Professional Standards for Higher Education & specifically: • Academic Advising Programs • Education Abroad Programs • International Student Programs & Services Visit www. cas. edu for Further Information

CAS International Student Programs & Services – (8 th Edition) - Assess the needs of the international student population & set priorities among those needs - Offer or provide access to professional services for students in areas of immigration and other government regulations, financial matters, employment, health care insurance & health care system, host-country language needs, and personal & cultural concerns - Develop & offer educational programs to the campus community to enhance positive interaction between domestic & international students - Orient international students to the expectations, policies, and culture of the institution and to the educational system and culture of the host country - Prepare students for re-entry & cultural re-adjustment related to the students’ return home

CAS International Student Programs & Services – (8 th Edition) - Determine the educational goals; developmental levels; and social, emotional and cultural needs of individual international students and specific populations - Facilitate international students’ participation in campus life - Facilitate sensitivity within the institution and the community at large to the cultural needs of international students - Provide appropriate and timely referral services whose individual needs may be in conflict with the home culture - Mental Health & Disability Services

Student Success & Engagement Initiatives –Introduction of the International Learning Commons focusing on academic supports, programs, & services –Introduction of the International Student Centre (Fall 2015) focusing on front-line/first point of contact services & general international student advising • Social/cultural programming • Settlement & immigration services • Orientation/transition programming –Joint research initiative with Economics to understand the social and educational factors to contribute to international students’ success

Student Success & Engagement Initiatives –Introduction of international advising services for graduate students (Fall 2015) –Introduction of an international student disability services advisor as part of the professional team for the Resource Centre for Students with Disabilities -Launch of a new portfolio within Student Services – Academic Advising & International Student Services -Strengthening international student academic advising -Strengthening program planning that includes international experiential learning opportunities -Better integration of advising outreach programming with general international student advising

Ongoing Strategies –Quality remains overall goal –International tiering strategy • Growth in Pacific North West –Implementing UVic Difference • How we talk about what is unique and different –Develop a strategy to assess the International Student Experience along with retention data –Working across portfolios to support engagement and alumni attachment

Ongoing Strategies –Performance targets: • conversion rates; • retention rates; • graduation rates; • and others. –Evaluate student financial aid program –Opportunities for improvement

Questions? Carolyn Russell Director, Student Recruitment and Global Engagement 250 -721 -8951 carolynr@uvic. ca Joel Lynn Executive Director, Student Services 250 -721 -8022 dirss@uvic. ca