Trinity Enrollment Development Presentation to the Trinity Board
Trinity Enrollment Development Presentation to the Trinity Board of Trustees ~ November 6, 2015
At the October 2015 Board retreat, we discussed the enrollment downturn and some of the factors driving that trend… the next three slides show the major points of discussion in October…. 2
NUMBER OF STUDENTS Actual Projected 3213 2960 2810 2555 2305 2664 2589 2506 2379 2271 2142 2034 1645 1637 1659 1618 1605 1640 1736 1327 3
Enrollment Analysis: Actions to Address Shortfall Conditions NCLEX Scores have improved considerably this year and a meeting with reps from the Board of Nursing was positive, which may lead to improved reputation and possible relief from “conditional approval” status which is the #1 factor repressing RN-BSN and MSN enrollments Graduate Students MBA program director hired and revisions in this program and others underway, more in strategic program initiatives Teacher Ed Strengthening relationships with area school systems and examination of competitive weaknesses v. new providers to improve current program Online remains a top priority for strategic program initiatives, progress has lagged internally, need to recruit an online leader and/or partner with online service provider. DC Council also working on legislation that would ease the state registration rules to make it less costly for DC universities to register in the states, which has been a major obstacle. Speed-to-Market Establishing tighter timeframes for implementation of program initiatives; consideration of potential use of part of Carnegie Award to support and incentivize initiatives Adult Student Advising and Support New deans in SPS and BGS charged with responsibility to improve academic advising and access to student services along with improving faculty training and assessment (especially with adjuncts) and greater attention to course scheduling/cycling issues, speed to degree completion CAS Retention Dean Barnett & team have made substantial changes in CAS first year program and advising, improvement in retention evident this fall but need to do even more; Mellon grant will help to support more faculty development in pedagogies for key subject areas for first year students Transfer and Articulation Streamline and simplify transfer and articulation processes, forge new articulation agreements with area community colleges, leverage existing database of accepted courses to streamline acceptance of transfer credit Admissions New Vice President for Enrollment Development Dr. Stephanie Krusemark and new recruiting team members. New online application and use of new College Board search services, new online search services, improved overall management of recruiting time and effort.
STRATEGIC GOAL 3: STRATEGIC PROGRAM INITIATIVES COLLEGE OF ARTS AND SCIENCES • • Mellon Grant Faculty Development for First Year Reading/Writing Improvement Potential Summer Bridge Program or other preparatory initiative Partnership with DCPS on Analysis of Student School-College Data Patterns Dual Enrollment with focus on preparation for health professions Undergrad Research Initiatives Psychology/Human Relations articulation to MA in Counseling Revitalization of International Affairs and Politics, Study Abroad Initiatives SCHOOL OF NURSING AND HEALTH PROFESSIONS • • • NCLEX PERFORMANCE IMPROVEMENT Revitalize RN-BSN program including online and articulation agreements Further development of Second Baccalaureate BSN MSN and MOT development and expansion OTA-to-baccalaureate track Other Allied Health opportunities & partnerships SCHOOL OF EDUCATION • • Analysis of competitive risks with changing credentialing requirements Educational Policy new degree program CACREP Accreditation for MA in Counseling Expansion of continuing education opportunities SCHOOL OF PROFESSIONAL STUDIES • • • Streamline transfer and articulation Improve academic advising and support Strengthen existing degree programs and faculty Online and Off-Site Opportunities and Partnerships Develop Business Programs in tandem with BGS Relaunch JAMS in more target markets SCHOOL OF BUSINESS AND GRADUATE STUDIES • • • Strengthen/revitalize existing master’s degrees especially MBA and MSA Improve academic advising and support Relaunch Strategic Communications and Media Studies Career Support and Employer Network Develop more Online/Off-site offerings
PR O DU CT /P RO G RA M S S CE EN Achieving goals depends on the effective engagement of the sales strategies and techniques with market segments and target audiences who are effectively aligned with the programs offered. DI AU S/ ET K AR M THE ENROLLMENT DEVELOPMENT DYNAMIC: SALES TECHNIQUES/STRATEGIES 6
Dr. Stephanie Krusemark Vice President for Enrollment Development/Admissions _________________________ Dr. Stephanie Krusemark became Trinity’s vice president in August 2015. Dr. Krusemark earned her B. A. at the University of St. Thomas and M. A. at Saint Mary’s University of Minnesota, and her Ph. D. in Higher Ed Administration at the University of Denver. She has extensive Admissions experience at Pacific University, the University of Denver, Naropa University, and immediately before joining our team at Trinity, at Santa Clara University. She brings high energy, strong marketing and technology experience and excellent staff management practices to Trinity. 7
Dr. Stephanie Krusemark Vice President for Enrollment Development Derrick Davis Executive Director for Enrollment Development Professional Schools Germel Clarke Director of Enrollment Development College of Arts & Sciences Professional School Recruiters CAS Recruiters Kristen Van Den Bossche (EDU) Deborah Bandzerewicz (BGS) Russell Washington (SPS) Arianne Martin (NHP) Iris Escarraman Jessica Stamp Yetanda Massey Kenya Kirkland Tyler Martin Data and Operations Manager Operations Support Team Ashley Horton Exer Jefferson Shangti Petty The Enrollment Development/Admissions Team 8
Enrollment Goals for 2016 -2017 • Overall Enrollment Goals • Established in the Strategic Enrollment Model • Updated every semester based on results • Projections are strategic, not budget • Retention Goals • Based on actual past retention experience • Expected to improve over time • New Student Enrollment Goals • Based on prior admissions performance PLUS an expectation for improvement 9
STRATEGIC ENROLLMENT PLANNING Headcount 2013 -2020 (UPDATED 10 2 2015) STRATEGIC ENROLLMENT MODEL SHOWING TOTAL FORECASTS BY ACADEMIC UNITS AND DEGREE LEVELS AS OF 10/2/2015 FISCAL 2013 Fall 12 Act FISCAL 2014 Sp 13 Act Fall 13 ACT FISCAL 2015 SP 14 ACT Fall 2014 ACT FISCAL 2016 SP 15 ACT Fall 2015 ACT FISCAL 2017 SP 16 Fall 2016 FISCAL 2018 SP 17 Fall 2017 FISCAL 2019 SP 18 Fall 2018 FISCAL 2020 SP 19 Fall 2019 FY 2021 SP 20 Fall 2020 1038 969 1078 978 1066 955 991 895 1110 990 1180 1050 1165 1030 1170 1085 1215 SPS AA 82 77 83 78 86 96 81 85 80 75 75 70 80 75 90 SPS UG 518 479 471 426 409 375 385 365 370 355 370 410 375 360 425 BGS GR BGS MBA 249 222 207 186 157 145 131 135 190 205 255 300 340 370 425 460 95 82 78 69 49 36 42 50 60 65 90 95 120 115 145 130 135 248 213 192 157 116 84 81 85 95 100 120 115 115 120 152 10 29 29 38 36 36 35 37 25 34 27 50 45 45 35 73 24 26 47 35 40 35 50 45 45 35 73 4 23 45 60 85 85 105 95 140 150 165 CAS NHP NRS NHP OTA NHP OTM NHP RNMSN EDU TOTAL 434 401 368 340 350 325 367 325 345 350 370 385 410 390 425 2664 2453 2506 2263 2271 2052 2142 2024 2379 2260 2589 2517 2810 2645 2960 2805 3213 10
NEW STUDENT RECRUITING EXPECTATIONS: GOALS FOR ADMISSIONS TEAMS CAS SP 2016 SP 2015 FALL 2016 FALL 2015 PLAN ACTUAL 95 400 SPS AA SPS UG 20 75 25 150 BGS GR 50 125 BGS MBA 20 40 NHP NRS 30 40 NHP MSN 25 25 NHP MOT n/a 25 NHP OTA n/a 20 EDU TOTALS 80 150 395 1000 11
New Student Enrollment Plan Framework • Overall Enrollment Goals • Goals for Inquiries, Applications, Enrollment • Development of the Inquiry Pools • Lead Generation • Market Segmentation and Targets • Tactics for Recruiting Inquiries • • Advertising: Online, Print Direct Contacts: High Schools, Employers, Partners College and Job Fairs Events • Conversion: Development of the Application Pools • Tactics for conversion from inquiry to application • Yield Management: Getting Accepted Applicants to Enroll • Tactics for successful yield management 12
Fa irs Co l DC Access Providers Nursing – Conway High Schools car inal tice Jus alth INQUIRIES/ LEAD POOL APPLICATIONS MARKETING NEW ENROLLMENT ADMISSIONS Crim logy Psycho in fers eges s n Tra r Coll e s Oth er h ac e T ng i ir sp ts A e lis r tu na Fu our J e CAS Traditional MARKETS He Aspiring Politicos Where do we find the prospective students? How do we convert prospects to applicants? How do we convert applicants to enrolled students? le ge Ath le Science tes CAS MARKETING, RECRUITING, ADMISSIONS CONVERSION AND YIELD PROCESS RECRUITING 13
CAS Enrollment Development • Development of the Inquiry Pool: • College Board Search Tool • Targeted College Fairs and High School visits [focus on feeders] • Development of the Applicant Pool: • Fulfillment tactics to leads generated by search • Email • Telemarketing • Direct Recruiting in High Schools • Online Application • Yield Management: Applicants to Enrollees • • • Direct Recruiter Relationships Direct Programmatic Relationships Scholarships Leverage Continuous high quality follow-up Orientation and Summer Enrollment Programming Enrollment Glidepath with CAS Advisors and Enrollment Svcs 14
Top Feeder Schools and Community Partner Relationships School Anacostia High School Archbishop Carroll High School Ballou High School Banneker Bell/CHEC Chavez Parkside Don Bosco Cristo Rey Elizabeth Seton High School H. D Woodson STEM SHS KIPP-DC Mc. Kinley Tech High School Montgomery Blair High School Northwestern High school Poolesville Roosevelt High School Without Walls Suitland High School Thomas Wootton Walt Whitman Washington Latin PCS Wheaton High School/College Tracks Woodrow Wilson High School College Access Partners DC CAP DC College Success Foundation DCPS and OSSE/DC TAG Collegiate Directions Inc. College Summit The. Dream. US Scholarship America Cristo Rey Network KIPP Charter Schools LIFT DC Latino Student Fund Latin American Youth Center Girl Scouts Higher Ed Partners Montgomery College PGCC Northern Virginia CC 15
Lead Generation: College Board Search • College Board Search is an integrated enrollment solution comprising three services designed to help institutions find students, focus recruitment strategies and improve marketing ROI. • Student Search Service® is the largest, most effective admission search database in the U. S. , connecting more than 7. 5 million test-takers with colleges, universities and nonprofit educational organizations. • Enrollment Planning Service™ is a set of strategic analysis and reporting features that taps into Search’s historical database of 15 million test-takers. 16
The College Board Search Tool permits selection of student names from PSAT/AP test takers across a period of years. The tool allows selection of a lead pool using many filters to create the best target pool. 17
Beyond selecting for high school class year, geography and demographics, we can also select for academic performance, intended major and other kinds of segmentation. 18
This is a sample of the results of one search based on select characteristics. The search produced 128, 000 names. We will further refine this kind of search to select a series of smaller pools for targeted fulfillment. 19
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Search Fulfillment Actions • “Fulfillment” is talk for how we contact possible leads and convert them to actual interested inquiries. • Fulfillment starts with a series of emails to the 100, 000 names purchased through College Board. These emails might be targeted to slices of the pool based on major interests, scholarships, athletics and other topics. • The emails drive the prospect to an inquiry form that becomes the basis for Trinity’s inquiry pool, which is the reservoir of 5, 0008, 000 names we need to generate 1500 -1800 applications in order to yield 400 new students in CAS. • Once students are in the inquiry pool, the recruiters start contacting them via email, phone and visits to schools, or encouraging them to come for campus visits. • Once the inquiry becomes an applicant, more intensive communication from recruiters ensures completion of applications, timely decisions, strong financial aid packaging and ultimately the decision to enroll at Trinity. 21
Professional Schools Enrollment Development • Development of the Inquiry Pools • • • Reach. Local: new online partner for online advertising Employer outreach Traditional advertising List buys Fairs • Development of the Application Pools • Email, telemarking • Recruiter engagement with inquiries • Yield Management: Applicants to Enrollees • • Direct recruiter engagement Applicant engagement with deans and major faculty Financial Aid package Orientations and Enrollment Glidepath with advisors 22
VO LUN TEE CA RS CH RE AN ER GE RS Adult MARKETING, RECRUITING, ADMISSIONS CONVERSION AND YIELD PROCESS HEALTH WORKERS GOV’T WORKERS HILL TYPES CURRENT TEACHERS ENTRY-LEVEL WORKERS Adult MARKETS EGE U G IN N R U N ET ME R O W TR Y EM N APPLICATIONS NEW ENROLLMENT ADMISSIONS RS AGE MAN CIPALS IN PRH OSPITA LITY WORKE RS O PL INQUIRIES/ LEAD POOL ED E IN DU S Y SER VIC OLL TC S N E E REC DUAT A R G Where do we find the prospective students? How do we convert prospects to applicants? How do we convert applicants to enrolled students? MARKETING RECRUITING 23
Reach Local Online Search Tool • Reach Local specializes in search engine optimization to improve Trinity’s online advertising results • The campaign is targeted to ~ 3 million people online in a 15 mile radius from Trinity • First effort promotes Business and Management Programs • Subsequent campaigns will focus on Healthcare and Nursing specifically, Education • Fulfillment is similar to CAS, with emails to the prospect pool tailored to create inquiry pools of sufficient size to generate applications to meet goals. 24
Reach Search and Retargeting: The path way of a prospective student via online advertising Colleges and universities need to be in front of potential students as they make their college choice decisions throughout the different search phases. The goal is to keep Trinity “top of mind” to future students who have previously researched our institution and drive potential students back to our website. • Tool #1 - Reach Search will quickly build our audience reach with very targeted text and visual display ads for Trinity’s individual programs. • Tool #2 - Reach Display is a display advertising solution that puts your ad in front of highly targeted consumers as they surf the Web. • 24/7 tracking effectiveness of campaigns through Reach. Local’s platform which optimizes campaigns daily. • Weekly and monthly setup performance reviews/meetings to discuss results, metrics and changes. 26
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