New Frameworks for Strategic Enrollment Management Planning AACRAO

New Frameworks for Strategic Enrollment Management Planning AACRAO San Francisco April 16, 2013

Presenters Bob Bontrager, Ed. D. Senior Director of AACRAO Consulting and SEM Initiatives • Institutional roles: Vice President for Enrollment Management, Director of Admission and Orientation, Assistant Registrar • Oregon State University, Eastern Mennonite University, Arizona State University Tom Green, Ph. D. AACRAO Managing Consultant • Institutional roles: Dean/Vice President for Enrollment Management • Eastern Michigan University, Seton Hall University and several others SEM Frameworks • Bontrager & Green • AACRAO 2013 2

What is Strategic Enrollment Management (SEM)? Strategic enrollment management is a concept and process that enables the fulfillment of institutional mission and students’ educational goals. SEM Frameworks • Bontrager & Green • AACRAO 2013 3

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Campus Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 4

SEM Organizational Framework SEM Steering Committee Long-term enrollment goals, securing the approval of strategies through appropriate institutional channels, communication with Executive Cabinet Recruitment Council Retention Council Develop 3 -4 strategic goals for new student recruitment; review and approve sub-committee action plans; recommend to SEM Steering Committee Develop 3 -4 strategic goals for retention and graduation; review and approve sub-committee action plans; recommend to SEM Steering Committee 3 -4 Committees Action plans, time lines and metrics for each strategic goal Data Team Environment scanning, student enrollment behavior research, enrollment models, provide data to councils as needed SEM Frameworks • Bontrager & Green • AACRAO 2013 5

SEM Process Framework Performed by Process steps Align institutional strategic plan with broad enrollment targets and desired mix of students Develop action steps, accountability, and metrics Implement action steps Monitor progress, Report results to campus and executive leadership Smaller group of staff and faculty adept at economics and data use Goals recommended by SEM Recruitment and Retention Councils; models developed by Data Team Mid-course adjustments New or revised goals Approve strategic goals and enrollment projection models Changes to goals Use data results to establish focused goals each for recruitment, retention, service, etc. , and enrollment projection models Additional requests, clarifying questions Data gathering and assessment: Internal culture/ environment, student enrollment behaviors and scan of external environment Executive leadership, SEM Steering Committee SEM Frameworks • Bontrager & Green • AACRAO 2013 Executive leadership, SEM Steering Committee SEM councils and sub-committees Appropriate staff and faculty departments SEM Steering Committee, Chief Enrollment Officer 6

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Campus Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 7

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Ø Clarity of institutional mission, vision, goals Ø Core competencies Ø Strategic direction Ø Aggregate enrollment goals Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 8

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan Ø Student categories: first year, transfer, graduate, certificate, continuing ed, face-to-face/online, etc. Ø Desired student groups: racial/ethnic diversity, academic ability, special skills, family income Ø Geographic origin: local, regional, national, international Ø Recruitment, retention, completion Ø Institutional capacity SEM Frameworks • Bontrager & Green • AACRAO 2013 9

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Ø Internal benchmarks: KEI numbers over the past 3 -5 years Ø Environmental scan − Demographics − Economics − Market opportunities − Competition Ø Institutional research plan: designated reports and production schedule Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 10

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Ø 5 -10 year SEI targets Strategies Ø Focus: the institution’s desired future Enrollment Infrastructure Strategic Enrollment Goals Ø Based on: mission, data, and environmental scanning Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 11

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Ø Staffing: skill sets, strategic deployment Ø Systems: policies, procedures, technology Ø Capacity for making effective enrollment decisions : positions, reporting lines, committees Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 12

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Ø Increase new students of specified types Ø Increase retention rates, specifically by student types Ø Expand into new markets Ø Utilize emerging technologies Strategic Enrollment Goals Ø Financial aid/scholarships Data Collection and Analysis Ø Academic programs: mix and delivery systems Key Enrollment Indicators Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 13

SEM Planning Framework Ø Marketing/branding initiatives Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Institutional Strategic Plan Ø Academic program review Ø Multilingual recruitment materials Ø Targeted interventions for students in high risk courses Ø Enhanced academic advising Ø Streamlined admission procedures Ø Purchase a new CRM system SEM Frameworks • Bontrager & Green • AACRAO 2013 14

SEM Planning Framework Sustainable Enrollment Outcomes Tactics Strategies Enrollment Infrastructure Strategic Enrollment Goals Data Collection and Analysis Key Enrollment Indicators Ø Consistently meeting goals over the long term − Enabling more effective campus-wide planning − Revisions to the institutional strategic plan − Academic planning: curriculum, faculty needs − Facility planning − Financial planning Ø Achieving the institution’s desired future Institutional Strategic Plan SEM Frameworks • Bontrager & Green • AACRAO 2013 15

Questions / Comments? SEM Frameworks • Bontrager & Green • AACRAO 2013 16

Resources Ø AACRAO SEM Conference, November 10 - 13, Chicago Ø New SEM Quarterly journal Ø College & University journal Ø AACRAO books (www. aacrao. org/publications/) § § SEM and Institutional Success (2008) SEM at the Community College (2010) SEM in Canada (2011) SEM: Transforming Higher Education (2012) SEM Frameworks • Bontrager & Green • AACRAO 2013 17

Thank you! Bob Bontrager bontrager@aacrao. org Tom Green Tom. Green@aacrao. org SEM Frameworks • Bontrager & Green • AACRAO 2013 18