Enrollment Initiative

2013 Symposium

October 22, 2013

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Enrollment: Agenda

• 40 Minute Presentation

• 20 Minutes for Feedback

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Enrollment: Team

• Colleges• Kathy Eneguess, WMCC• Will Arvelo, GBCC• Susan Huard, MCC

• System Office• Beth Doiron• Shannon Reid• Kristyn Van Ostern

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Enrollment: Problem Statement

• Over the past two years, enrollment across CCSNH has been flat to declining, a trend that repeats itself nationally across two-year public institutions and the higher education sector in general

• The goal of this initiative is to identify ways to increase enrollment across CCSNH colleges, both in the short term and in the longer term

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National Enrollment Trends

5National Student Clearinghouse Research Center – unduplicated headcountPercent change from previous year

• Nationally, enrollment is declining in every sector except 4-year private nonprofits

• The decline is even more pronounced for 2-year publics

• In New Hampshire, higher education enrollment increased +4% in 2012, driven by the increase in 4-year private non profit institutions

• Public institution enrollment declined -2% in 4-year publics and -1% in 2-year publics

NH Enrollment Trends

6IPEDS compiled by John Minter Associates12 month unduplicated headcount

• In 2012, 2-Year publics made up 37% of all student headcount across the country

National Enrollment 2-Year Public Market Share

7IPEDS compiled by John Minter Associates12 month unduplicated headcount

• In New Hampshire, 2-Year publics made up only 22% of all student headcount

NH Enrollment 2-Year Public Market Share

8IPEDS compiled by John Minter Associates12 month unduplicated headcount

CCSNH Course Enrollment:Annual Change

Total CCSNH Course EnrollmentsReport 1f on Sysnet IR

• CCSNH annual course enrollments declined -2% in 2012 and -1% in 2013

CCSNH Course Enrollment Trends – By College 2010-2013

Total CCSNH Course EnrollmentsReport 1f on Sysnet IR

• In 2010, all colleges saw annual growth in course enrollments• By 2013, most colleges had seen an annual decrease in course

enrollments

CCSNH Fall 2014 Credits Sold Trend – By College

Updated 10/21/2013Sysnet.ccsnh.edu

CCSNH Fall 2014 Online Credits Sold Trend By College

Total CCSNH Course EnrollmentsReport 1f on Sysnet IR

Enrollment Initiative

What can we do to boost enrollment in the short term?

•High School Initiative•School Counselor/Superintendent Tour•System wide marketing map

What can we do to boost enrollment in the long term?

•Conduct market research to understand our target student audiences•Refine our messaging and branding to reach these audiences•Find ways to reach out to these target student audiences and become their higher education institution of choice

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Enrollment Initiative – High School

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Purpose:

•To increase post-secondary matriculation in targeted NH high schools that are below the expected matriculation rates to higher education.

•Activities will include outreach to local high schools with low matriculation rates, CCSNH board engagement, information sessions, and relationship building with high school principals, guidance counselors, parents and students.

Enrollment Initiative – High School

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Goals:

•Increase two-year higher education matriculation rates by 25% over 3 years in targeted high schools in each community college catchment area.

•Increase Running Start enrollments by 33% over 3 years at targeted high schools.

Enrollment Initiative – Marketing Map

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• College marketing tends to focus on particular times of year (prior to the start of semesters)

• System-wide marketing can “fill in” calendar gaps and ensure our messaging is more constant

• System-wide messaging can focus on common and “big-picture” messages about the benefits of community colleges, so college marketing can focus on college-specific attributes, features, and programs

Enrollment Initiative – Market Research/Branding

• Purpose of the market research is to identify how NH community colleges are viewed today and how they should be positioned and promoted in ways that are consistent and credible with the needs and interests of key stakeholders, current and prospective students

• Goal is to provide objective, evidence-based information that can be used to develop efficient and effective marketing, and to establish baseline measures that can be tracked over time.

• Research will also explore the decision-making process students, parents and influencers go through and the sources and channels they turn to for information to make post-secondary choices

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Enrollment Initiative – Market Research/Branding

Who are we surveying:

•High School Guidance Counselors– High schools identified by colleges, each NH region

represented

•Current CCSNH students (those who recently made the decision to attend a CC)

– Traditional age– Non-trads

•Parents of prospective students (age 14-18)

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Enrollment: Feedback

• What do you think we should be doing to increase enrollment?– In the short term?

– In the long term?

• What do you think our target student groups should be?

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Enrollment: Feedback

Questions?

EnrollmentInit@ccsnh.edu

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