Ruffalo Noel Levitz All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz. Permission is required to reproduce information. Identified Keys to Enrollment Success: A Review of Successful Practices in Meeting Enrollment Objectives Senior Vice President Peter S. Bryant National Small College Enrollment Conference Charleston, South Carolina July 14, 2015
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Ruffalo Noel Levitz
All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz. Permission is required to reproduce information.
Identified Keys to Enrollment Success: A Review of Successful Practices in Meeting Enrollment Objectives
Senior Vice President
Peter S. Bryant
National Small College Enrollment ConferenceCharleston, South CarolinaJuly 14, 2015
Ruffalo Noel Levitz
A challenging time for colleges and universities
Ruffalo Noel Levitz
A challenging time for colleges and universities
Media has been relentless in questioning and focusing on the:
Value of higher education Cost of higher education Level of student
indebtedness With federal and state support
for higher education flat or declining, there is greater need for tuition-driven revenue
Due to growing price sensitivity among students and families, colleges and universities are attempting to keep costs aligned with ability and willingness to pay
Ruffalo Noel Levitz
A challenging time for colleges and universities
With the advent of greater transparency (college scorecard, college results online, net price calculator, etc.) institutions are even more intentional in monitoring and affecting student success
Performance-based funding is here, prompting institutions to be even more strategic and aggressive in student progress, persistence, and success
Ruffalo Noel Levitz
A challenging time for colleges and universities
Operating in an increasingly competitive environment
Many located in a highly competitive state and area—many other college options
Far more aggressive marketing and recruiting by both public and private institutions—two-year and four-year
More sophisticated marketplace—plans, systems, and advanced tools being developed to attract and retain students
The expansion of for-profit institutions as well as online and distance education options
Ruffalo Noel Levitz
A challenging time for colleges and universities
Fewer students with the ability to pay for the ever-rising costs of higher education
Strong scholarship programs to “woo” students are prevalent
Students and parents are far more results-oriented in their selection of a college—they want to know outcomes and benefits
Changing demographics
Ruffalo Noel Levitz
Institutions are facing never-ending expectations
Ruffalo Noel Levitz
What are your enrollment expectations?
More students? Different students (mix)? Filling under-enrolled
programs? Improving gender balance? Improving diversity? Reducing the discount rate? Keeping the cost to recruit a
Average tuition discounting rates for first-time, full-time freshmen at institutions that participated in the NACUBO Tuition Discounting Survey 2003 to 2013*
66.6% college continuation rate (22,373)***(ranks 13th among states)
14.5% leave the state to go to college (3,233)****(ranks 33rd among states)
Sources: *Western Interstate Commission for Higher Education, Knocking at the College Door, 2012**The Chronicle of Higher Education, 2013***Postsecondary Education Opportunity, Chance for College by Age 19 by State 1986-2010, 2013****Postsecondary Education Opportunity, Interstate Migration of College Freshmen 1986-2010, 2012*****National Center for Education Statistics, IPEDS Fall Enrollment Survey (2010)
11,767 students ÷ 64 institutions = 183 students per institution††
† In-state institutions receiving the largest number of in-state freshmen.†† Competition factor equals college continuation rate less number of students migrating and the three in-state institutions receiving the largest number of in-state freshmen.
Three Largest Institutions†***** Number of In-state Freshmen*****
Iowa State University 3,178
Des Moines Area Community College
2,149
University of Iowa 2,046
Ruffalo Noel Levitz
Know with whom you compete in order to position your institution
Larger/Smaller institutions
Public/Private institutions
Four-year/Two-year institutions
Higher-cost/Lower-cost institutions
A non-matriculant survey on an annual basis is one of the most important things you can do.
Ruffalo Noel Levitz
Dealing with a more sophisticated and demanding consumer
Students and parents know it is a “buyer’s market”– college shopping is pervasive
The search for the right college or university is starting earlier – junior year of high school, or even sophomore year (market research shows for some institutions that 70% are in a database by the end of the sophomore year)
Students expect to be courted – and not just high ability, but those who are average academically
Well-conceived and executed parent/family communication programs in place for both new and returning students
Ruffalo Noel Levitz
2013 − Top 10 most effective recruitment strategies and tactics by institution type
Transfer student = A student who previously attended college at another institution prior to enrolling
Ruffalo Noel Levitz
Conversion rate (inquiry to application) and yield rate (admit to enroll) by:
Source (initial contact) Multiple contacts Geographical area Academic profile Major field of interest Underrepresented
populations Residential Commuters
Ruffalo Noel Levitz
Conversion rate (inquiry to application) and yield rate (admit to enroll) by:
Traditional Non-traditional Special talent Key initiatives (visit days,
scholarship programs, off-campus information meetings, etc.)
FAFSA placement Test scores placement First choice position on:
− FAFSA− Test score
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Ensure the ability to track the results of each marketing and recruiting strategy and activity
Ruffalo Noel Levitz
Track everything that moves
What are you tracking? Are you tracking the right
things? Who is responsible for tracking? Are you getting the research in
a formthat is useable?
Are you using the data to make informeddecisions?
Is it making a difference in your effectiveness?
Number of students? Kind of students? At a cost you can afford?
Ruffalo Noel Levitz
Establish the ability to qualify and grade prospective students
Ruffalo Noel Levitz
Time-tested strategy, but still an opportunity for improvement
Number of inquiries very interested in your institution
Number of inquiries somewhat interested in your institution
Number uncertain “on the fence” Number expected to apply Number who have dropped (inactive) The primary factors upon which your
inquiries will decide on a college Number who are concerned about
financing and not concerned about financing
Number who have been identified as highly desirable future students
Ruffalo Noel Levitz
Time-tested strategy, but still an opportunity for improvement
Ability to penetrate existing markets Desire/Need to explore new markets Limited or reduced budgets Need to differentiate institution in
marketplace Inflated inquiry, applicant, and admit
pools Increased number of “secret shoppers”
Ruffalo Noel Levitz
Are you enrolling students who want you more than students you want and are likely to persist?
Ruffalo Noel Levitz
E-Expectations research
Finding answers since 2005
Visit any partner site to find the latest studies, including the “2014 E-Expectations Report: The Online Preferences of College-Bound Seniors and Their Parents” white paper and trend reports for our recent international student studies.
See also: 2014 E-Recruiting Practices Report available at noellevitz.com