The Use of Internal and External Data Sources to Inform
Recruitment Strategies for a Regional or Branch Campus
REGIONAL AND BRANCH CAMPUS ADMINISTRATORS (RBCA) SENIOR LEADERSHIP CONFERENCE
LONGBOAT KEY RESORT CENTERMARTIN T. TUCK PHD
DEAN, OHIO UNIVERSITY CHILLICOTHE
Acknowledgements Data Collection and Analysis
◦ Dr. John Fisher, Director of Student Services, Ohio University Chillicothe
◦ Dr. James McKean, Associate Professor of Law Enforcement Technology (former Associate Dean), Ohio University Chillicothe
Ohio University Chillicothe
Characteristics of the campus. “Who are we?”
◦ Founded in 1946 as the first regional campus in the State of Ohio.
◦ Student population of just over 2300, 50% of which are nontraditional.
◦ Open Enrollment◦ The campus offers 20 different degree
programs, 10 associates and 10 bachelor’s. Largest Program: Nursing
◦ Programs/courses are offered in face to face, blended (hybrid) and on line delivery modes.
◦ Forty five permanent faculty, over 100 adjunct faculty used each semester term.
◦ Serve a 7 county region in South Central Ohio
Service AreaOhio University
Chillicothe South Central Ohio
Seven county region
Total Population: 280,379
Five major competing institutions of higher education
30 High Schools/Vocational Schools
ObjectivesI. Increase awareness of resources available to regional campuses
II. Generate creative ideas for use of data in recruitment strategies
Data Sources
US Bureau of the Census
http://www.census.gov/
Ohio Development Services Agency
http://www.development.ohio.gov/
County Trends
http://development.ohio.gov/reports/reports_countytrends_map.htm
Ohio Board of Regents HEI
https://www.ohiohighered.org/data-reports
Ohio University Office of Institutional Research
http://www.ohio.edu/instres/
Census DataCensus Data/Demographic Picture of the Service Area
Census Counts and Population Projections
Dramatic Growth in 55-69 Age Group in Our Service Area
Eight County Service Area by Age
Ross County Ohio Major Recruitment Area (45% of applications)
Opportunities do exist among specific Age Groups
How to compete for the limited traditional student population? Invest more PR resources
Presence in High Schools Stronger relationships with HS Guidance Counselors/ Superintendents Push Postsecondary Option programs (PSEOP) HS/College Experience Days Market Cont. Ed/Workforce Development
Pickaway County Ohio 3/4th largest recruitment area. Most competition
Growth in the 25-34 Age group Invest more resources marketing to 25-34 Age Group
Target Market Career Associates Degree and Bachelor’s completion programs
Pickaway County By Age
Chillicothe School Enrollment Restores Hope
Activities to emphasize the importance of postsecondary education at the primary levels.
Kids in College Having a Child Development Center on the Campus
Internal Data Querying the university Student Information System (SIS)
Available data from the Office of Institutional Research Enrollment Statistics
Demographic Data Geographic Data
Example: Top Feeder Schools
Custom data analysis to inform
specialized recruiting
Challenges and OpportunitiesCHALLENGES
◦ Stable/Limited Traditional Student Population
◦ Competition from other Higher Education Institutions
◦ Ability to attract high performing students
◦ Low family income in the service region
◦ College Readiness◦ Retention
OPPORTUNITIES
◦ Aging population in the region◦ Slight increase in the 25-34 age group◦ Dramatic increase in the 55-69 age
group
o Healthy Elementary School population
oDemographics differ depending on the county.
Strategies to address opportunities/challengesOPPORTUNITY/CHALLENGE
◦ Stable/Limited Traditional Student Population
◦ Competition from other Higher Education Institutions
◦ Ability to attract high performing students
◦ Low family income in the region◦ College Readiness/Retention◦ Aging population in the service
area.
STRATEGIES o Expand recruitment area, focus HS visits on counties with
high tradition student populations. Market AD’s and BCD’s to nontraditional students
oFind ways to get potential students on campuso Majors/Job Fairs/Veterans Recruitment Dayo Speakers/Theater performances o FASFA Workshops
oMore targeted PR/advertising effortsoExpansion of the campus scholarship program oFocus campus Capital Campaign on increasing
endowed/need based scholarships o Readiness/Retention Programs
◦ Summer Math Academy◦ Math/Writing Centers◦ Supplemental Instruction Program
oBachelor’s Degree Completion ProgramsoGraduate degree co-hort programsoContinuing Education/Workforce Development
“Revamped” Scholarship ProgramTuition Discounts
Freshman Excellence Scholarship Full tuition 25 or above on ACT Top 15% of graduating class Renewable for a total of 4 years (must apply annually) Must complete 30 semester hours each academic year (maintain 3.3 gpa)Freshman Distinction Scholarship Half tuition 23 or above on ACT Top 20% of graduating class Renewable for a total of 4 years (must apply annually) Must complete 30 semester hours each academic year (maintain 3.0 gpa)Freshman Merit Scholarship $1000 per term 20 or above on ACT Top 30% of graduating class Renewable for a total of 4 years (must apply annually) Must complete 30 semester hours each academic year (maintain 3.0 gpa)Freshman Multicultural Scholarship Half tuition 2.75 High School gpa Student must be an underrepresented minority Renewable for a total of 4 years (must apply annually) Must complete 30 semester hours each academic year (maintain 3.0 gpa)
Ohio Board of Regents (OBR)
The Importance of Retention
In Ohio, a large proportion of the State Share of Instruction (SSI) is being awarded for degree completion.
OBR Data Predicts Developmental Course Offering
Requirements 51% need Developmental Math or English
39% Math only
28% English Only
15% both
Other Campus Retention Efforts
Student Success Center Math Center Writing Center Individual Course Tutoring
Supplemental Instruction Math Chemistry Accounting Statistics
University College Study Skills Courses
Advising
THANK YOU!
QUESTIONS?