Enrollment Management: A Tale of Two Community Colleges
Sedgwick Harris – Vice President of Student Services Kishwaukee College
IntroductionThis session will share two enrollment management models.
These two Illinois Community Colleges have very different services populations as one is Rural and the other is semi-urban. The major similarity between the two institutions was that this was their first ever attempt to develop a Enrollment Management Plan. The approaches are different but, very like-minded in the overall development of their blueprints. Based on the feedback received their individual plans have shown some positive impact to their student enrollment.
SEM is Not…More students for the sake of more students.Just about recruitment of new students.Just a student services function.A single person’s, department’s or division’s job.
What is SEM?
“Enrollment management is a comprehensive and coordinated process that enables a college to identify enrollment goals that are aligned with its multiple missions, 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 market analysis.” - Christine Kerlin - 2008
Enrollment Management @
Lincoln Land Community CollegeSpringfield, IL
The Task
Charge from Shared Governance Task Force Facilitate college-wide plan for strategic enrollment
management for the purpose of optimizing student enrollment and retention in all LLCC programs.
Deliverables - May 2012 A strategic plan (1-5 years) ready for implementation by the
College that includes a mission, vision and college-wide goals for enrollment, recruitment and retention.
A proposal for college-wide advisory of the plan at the college. A cross walk of the SEM strategic plan to the College Strategic
Plan
Taskforce Members Lesley Frederick – Vice President, Student Services Lynn Whalen – Executive Director, Public Relations & Marketing Judy Jozaitis – Vice President, Workforce Development &
Community Education Wendy Howerter – Dean, District Learning Resources Tyra Taylor – Associate Vice President, Enrollment Services Mac Warren – Assistant Director, Recruitment & Response Iva Bergeron – Assistant to the President, Planning and
Institutional Improvement Chris Barry – Director of Retention & Student Success
Numerous other faculty and staff served on various sub-committees
Theoretical Framework
Enrollment Management @ LLCC
Pre-Enrollment
Retention/Goal Attainment
Capacity Building
Enrollment Management
Purpose of EM at LLCC
Rather than having a separate mission and vision for the Enrollment Management Plan, the EM Plan will support the mission and vision of the college.
The LLCC Enrollment Management Plan ties directly into the college goals, especially Student Access and Success and Operational Efficiency.
The PlanPost-Secondary Transition Improve transition through the initial enrollment funnel (e.g. applicant to enrolled)
Create process map for recruitment through initial enrollment (where does placement testing preparation and career development/exploration fit?)
Identify where students are falling through the cracks Establish mechanisms to increase number of students who successfully
complete entry/enrollment process Improve/increase transition of GED/ESL/WF students and alumni into other
college programs Review current transition rates Establish baseline data for transition
The Plan - continuedPersistence/Progression Improve retention/success/persistence of students taking non-traditional format classes (e.g.
online, o/e, hybrid, etc.). Establish baseline retention, persistence, and academic performance measures
Develop an improved process for identifying, tracking, and supporting developmental education students in the Academic Progress process
Review retention/success/persistence of students receiving financial aid, especially students of color. Determine baseline data regarding retention/success/persistence of students receiving
financial aid Identify action steps to improve retention/success/persistence of students receiving financial
aid Improve process for re-recruiting non-admitted selective admission program students.
Create process map to determine current process Redefine re-recruitment process
The Plan - continuedIntroduction to College Improve the process for student major/degree selection
Create a process map for current processesRedefine major selection process
Reduce number of students being dropped for non-paymentDetermine baseline data regarding drop for non-payment students Identify action steps to reduce number of students dropped for non-
paymentOptimize space utilization to maximize course and program offerings
Graduation/Completion/Transition Improve completion rates of students pursuing degrees and certificates
The Plan - continuedInstitutional Support Improve data systems and reporting
Maximize use of Colleague Improve access to and use of data to inform and support decision making
regarding items listed above Review space utilization across LLCC District
Determine baseline space utilization Optimize space utilization to maximize course and program offerings
Develop a process to determine enrollment projections. Review existing processes impacting credit hour and headcount
estimates
Where Do We Go Next?
The EM Taskforce will continue to serve as a taskforce for the next 1-2 years to pilot the process for implementing this plan. Once the pilot process has been completed, recommendations for “institutionalizing” the EM process will be provided.
Enrollment Management Plan will be shared college-wide Information regarding the EM Plan will be available for sharing at
college-wide functions such as Convocation, Institutional Improvement Day, Professional Development Day, and other activities/events as appropriate.
Enrollment Management @
Kaskaskia CollegeCentralia, IL
What is an Enrollment Plan?
Unambiguous goalsStrategies Action PlansNew student enrollments
What is the Purpose?Gain control over enrollmentsSet goalsImprove marketing Create recruitment strategiesMinimize failure
Excellent Ways to Fail
1. Do an equally good job at everything.
2. Do an excellent job at the wrong things.
Benefits of an Enrollment PlanAssesses current marketing and recruitment strategiesRecognizes strengths, weaknesses, opportunities, and
threats (SWOT)Supports institutional goals and prioritiesUnifies staff effortUtilizes resources effectivelyDemonstrates need for additional resourcesAssigns responsibility and accountabilityProvides a roadmap for future recruitment strategies
Annual Recruitment Planning vs.StrategicEnrollment Planning
Annual Recruitment Plan
Strategic Enrollment Plan
Enrollment Planning Process
Steps of Enrollment Planning
Preparation Situation analysis and assessmentGoal identificationAction and support plan developmentPlan evaluation and modification
Step 1: PreparationForm an enrollment working groupConfirm support from the topSecure institutional by-inReview historical funnelsCollect data, data, and more data!
Step 2: Situation AnalysisDriving Forces (Strengths and Opportunities)Restraining Forces (Weaknesses and Threats)
CompetitionEnrollment HistoryNew Student Enrollment HistoryDemographic TrendsMarket Research
Step 3: Setting GoalsDetermine market segmentsKeep goals simple and conciseDo not set goals unrealistically highUse historical data and external environmentInternal budget goal vs. external recruitment goal
Step 4: Action PlansEach strategy must be supported by one or more specific activity.
Activities taken in total comprise the action plan.New activities require additional resources.
Step 5: Evaluation and Modifications
By event and activityTrack everything!Adjust during the yearPlan for upcoming yearShare accomplishments!
Enrollment Management Forecast Model
Kaskaskia Community College
Projections vs. Goals• Projections are anticipated results based on past
performance.
• Goals are aspirations for improvement.
• The model that was developed will be projecting future enrollments in both credit hours and heads by term.
How the model was developed• We looked at headcount and credit hour enrollments by
term for the past 5 fiscal years.
We determined: A. The average number of NEW students added in that term.
B. For Fall and Spring, the average persistence rate from the prior Spring or Fall term respectively and, for Summer, the average persistence rate from the prior Summer.
C. The average credit hour load per student in each term.
The variables• Our model thus considers three variables: 1. Recruitment
This is captured in A – the average number of new students by term.
2. Persistence This is captured in B – the average persistence rate by
term.
3. Student load This is captured in C – the average student load by term.
The Formula• Our headcount projections were calculated by the
following formula: Headcount enrollment from prior term * B + A = Headcount
projection for term Headcount projection for term * C
A = The average number of NEW students added in that term.
B = For Fall and Spring, the average persistence rate from the prior Spring or Fall term respectively and, for Summer, the average persistence rate from the prior Summer.
C = The average credit hour load per student in each term.
From Projections to Goals• This model is assisting us in identify areas
of focus for meeting our enrollment goals.
• Once and enrollment goal is established, we can determine what changes to persistence and recruitment are necessary to meet those goals.
From Projections to Goals• For example, if we were to set a goal of reaching the credit
hour enrollment of summer 2010, fall 2009, and spring 2010 (our largest enrollment of each) in FY14, we can see that any of the following would allow us to meet those goals:
Persistence Only Recruitment Only Combo
Summer 5% increase 130 head increase 2.5% and 65 heads
Fall 3% increase 200 head increase 1.5% and 100 heads
Spring 5% increase 300 head increase 2.5% and 150 heads
A simple ratio• Quite simply, our goal is a four-letter word: GROW!
• There is a simple ratio that expresses what we need to monitor to make sure that we grow our enrollments:
Students gained each yearStudents lost each year
• If this ratio is greater than one, we will grow.
• If this ratio is less than one, we will decline.
Our Task • We must figure out how to keep the number of
new students greater than the number of number of students lost through attrition and completion from year to year.
• How do we do this?
Enrollment Management TeamAccomplishments
Improved communication with current students not yet registered for the following semester
Improved follow up with “stop – out” students
Improved registration tracking process
Improved printed class finder format
Initiated Financial Aid Checkup events
Improved tracking and analysis of class drops and withdrawals
Improved communication between departments
Red, Yellow, GREEN
Enrollment Tracking ReportHeadcount Credit Hours Headcount Credit Hours
2,257 11,440.5 2,312 11,858.52,240 11,486.0 2,267 11,639.0
17 -45.5 45 219.50.8% -0.4% 2.0% 1.9%2,485 12,535.5 2,501 12,719.5-228 -1,095.0 -189 -861.0
-9.2% -8.7% -7.6% -6.8%
East St. Louis OnlineGreenville Education Center Salem Education CenterMain Campus Trenton Education CenterNashville Education Center Vandalia Education Center
Headcount Credit Hours Headcount Credit Hours1,567 18,697.5 1,567 18,697.51,655 20,055.0 1,655 20,055.0-88 -1,357.5 -88 -1,357.5
-5.3% -6.8% -5.3% -6.8%1,674 20,293.0 1,674 20,293.0-107 -1,595.5 -107 -1,595.5
-6.4% -7.9% -6.4% -7.9%
20102012 Unit Variance to 2010
2012Percent Variance to 2010
(54 Days Until Start of Term)20122011
2012 Unit Variance to 20112012 Percent Variance to 2011
WITHOUT CCC
WITHOUT CCC
2012 Unit Variance to 20112012 Percent Variance to 2011
20102012 Unit Variance to 2010
2012Percent Variance to 2010
Fall 2012 WITH CCC
WITH CCCSUMMER 2012(1 Day Until Start of Term)
20122011
Summer Location Dashboard (Compared to Forecast)
Contact information and
Special ThanksSedgwick HarrisVice President of Student ServicesKishwaukee [email protected]
Lesley Frederick Vice President of Student Services Lincoln Land Community College
Dr. Denise DerrickDirector of Student SuccessKaskaskia College
Lincoln Land CC Enrollment Management TeamKaskaskia College Enrollment Management CommitteeKishwaukee College Enrollment Management Team