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4/4/2018 1 REMODEL IN PROGRESS: Enhancing Your GEM Toolkit to Develop an Innovative Recruitment Blueprint Presented by: Ashley Buckner, Student Recruitment Coordinator Lauren Carr, Director of Enrollment Management Molly McLean, Assistant Director, Enrollment Management Content Overview Introduction and Objectives Nontraditional Student Populations & Trends in Higher Education The Citadel’s Growth Goals Evolution of CGC Office’s Roles, Titles, & Structure Recruitment of Nontraditional Student Populations By the Numbers Assess & Plan for the next 50 years Key Takeaways Discussion The Citadel & The Citadel Graduate College

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Page 1: [0962-000058][Proposal Submission][Powerpoint …...Microsoft PowerPoint - [0962-000058][Proposal Submission][Powerpoint Upload][Upl-001][NAGAP Conference 2018_CitadelFINAL.pptx] …

4/4/2018

1

REMODEL IN PROGRESS: Enhancing Your GEM Toolkit to Develop an

Innovative Recruitment Blueprint

Presented by:

Ashley Buckner, Student Recruitment Coordinator Lauren Carr, Director of Enrollment Management

Molly McLean, Assistant Director, Enrollment Management

Content Overview

� Introduction and Objectives

� Nontraditional Student Populations & Trends in Higher Education

� The Citadel’s Growth Goals

� Evolution of CGC Office’s Roles, Titles, & Structure

� Recruitment of Nontraditional Student Populations

� By the Numbers

� Assess & Plan for the next 50 years

� Key Takeaways

� Discussion

The Citadel &

The Citadel Graduate College

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The CitadelThe Military College of South Carolina

� Founded in 1842

� One of six senior military colleges in the U.S.

� SC Corps of Cadets: 2,350 students

� 5 Academic Schools and one Leadership Department

� Average of 30% of graduating students commission into each of the branches of the military

= Civilian graduate school within a military institute

Day Students:SC Corps of Cadets

Evenings & Online: Graduate, Evening Undergraduate & Veteran Students

The Citadel Graduate College (CGC)

� CGC: Celebrating its 50th Anniversary in 2018!

� ~870 graduate students

� Programs Offered:

� 26 Graduate Degrees (with 42 concentrations)

� 25 Graduate Certificates

� Online: 6 Graduate & 3 Grad Certificate programs offered 100% online

� Classes are offered in the evenings and online

� Started offering online degree programs in Fall 2016

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Learning Objectives

� Assess your office’s strengths & weaknesses in order to move forward with your departmental goals to stay on track with current higher education trends

� Leverage existing staff to support recruitment & retention efforts

� Identify local & large-scale recruitment efforts targeting nontraditional students

� Review Strategic Enrollment Plan(SEP)/blueprint to ensure alignment with institutional goals

Nontraditional students

Delayed enrollment

Attends school part-time

Works full-time

Financially independent

Has dependents other than

spouse

Single parent

Does not have a high

school diploma

NOW: Nontraditional student = Traditional student

Adult learners = 25 years of age and older

NCES defines nontraditional students as meeting

one of seven characteristics

Reaching the Nontraditional Student

� What they want:

� Evenings or weekends

� Hybrid

� Online courses

� What they don’t want:

� Failure

� Expense

� Inability to balance school with work & family

CGC realized: needed to renovate to thrive!

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Trend: Changes in Graduate Applications

FALL 2006 – FALL 2016

Source: 2016 CGS/GRE Survey of Graduate Enrollment and Degrees

5.7%Average Annual Growth,

2006 - 2016 1.2%Percent Growth,

2015 - 2016

2.5%Average Annual Growth,

2011 - 2016

Trend: Changes in Graduate Enrollment

FALL 2006 – FALL 2016

Source: 2016 CGS/GRE Survey of Graduate Enrollment and Degrees

1.1%Average Annual Growth,

2006 - 2016 0.9%Average Annual Growth,

2015 - 2016

0%Average Annual Growth,

2011 - 2016

LEAD 2012 – 2018 (Leadership Excellence and Academic Distinction):

� Strategic Initiative Four: Develop the Student Population

� Objective 4.1: Expand enrollment in The Citadel Graduate College

� Key Performance Indicator: Increase enrollment in CGC by 25%

The Citadel’s Strategic Planning & Growth Goals

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The Citadel’s Strategic Planning & Growth Goals

� Target Enrollment Growth Initiatives

� Strategic Enrollment Plan

� Enhance recruitment

� Support from Leadership and Faculty

� New curriculum offerings

� Accountability

� Admissions Processes

� Recruitment

� Inception of Online Degree Programs

EVOLUTION OF OUR OFFICE’S ROLES, TITLES, & STRUCTURES

Evolution of Our Office’s Roles, Titles, & Structures

� Pre-Renovation

� 9 full-time positions

� Dean and Associate Provost

� Assistant to the Dean

� Assistant Dean for Enrollment Management & Technology

� Director of Education Programs & Summer School

� Director of Prospective Student Outreach

� Director of Admissions

� Enrollment Management Coordinator

� 2 Admissions & Records Specialists

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CGC Office Structure Pre-Renovation

Evolution of Our Office’s Roles, Titles, & Structures

� Very silo’ed approach

� Strong reliance on graduate students

� No CRM (Customer Relationship Management)

� Used Google docs.

� Did not result in increased applications and growth

CGC Office Structure Pre-Renovation

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Evolution of Our Office’s Roles, Titles, & Structures

� Post-Renovation

� 12 full-time positions

� Associate Provost for Planning, Assessment, & Evaluation and Dean of Enrollment Management

� Administrative Assistant to Associate Provost

� Assistant Dean of Enrollment Management

Graduate Assistant

Graduate Assistant

Graduate Assistant

Assistant Director,

Enrollment Management,

Education & Engineering

Assistant Director,

Enrollment Management,Science & Math & Leadership

Assistant Director,

Enrollment Management, Humanities & Social Sciences

Admissions & Records Coordinator

Senior Assistant Director,

Enrollment Management,

Business

Student Recruitment Coordinator

Enrollment Specialist

Enrollment Specialist

Assistant Dean, Enrollment Management

Director, Enrollment Management

AdministrativeAssistant

Associate Provost,

Planning, Assessment & EvaluationDean, Enrollment Management

CGC Office Structure Post-Renovation

Evolution of Our Office’s Roles, Titles, & Structures

� School Enrollment Coordinator Model

� Tasks divided by academic schools/departments

� School of Humanities & Social Sciences

� School of Business

� School of Education and School of Engineering

� School of Science & Mathematics and Department of Leadership

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Graduate Assistant

Graduate Assistant

Graduate Assistant

Assistant Director,

Enrollment Management,

Education & Engineering

Assistant Director,

Enrollment Management,Science & Math & Leadership

Assistant Director,

Enrollment Management, Humanities & Social Sciences

Admissions & Records Coordinator

Senior Assistant Director,

Enrollment Management,

Business

Student Recruitment Coordinator

Enrollment Specialist

Enrollment Specialist

Assistant Dean, Enrollment Management

Director, Enrollment Management

AdministrativeAssistant

Associate Provost,

Planning, Assessment & EvaluationDean, Enrollment Management

CGC Office Structure Post-Renovation

Evolution of Our Office’s Roles, Titles, & Structures

� Development of Enrollment Center

� Director, Enrollment Management

� Student Recruitment Coordinator

� Two Enrollment Specialists

Graduate Assistant

Graduate Assistant

Graduate Assistant

Assistant Director,

Enrollment Management,

Education & Engineering

Assistant Director,

Enrollment Management,Science & Math & Leadership

Assistant Director,

Enrollment Management, Humanities & Social Sciences

Admissions & Records Coordinator

Senior Assistant Director,

Enrollment Management,

Business

Student Recruitment Coordinator

Enrollment Specialist

Enrollment Specialist

Assistant Dean, Enrollment Management

Director, Enrollment Management

AdministrativeAssistant

Associate Provost,

Planning, Assessment & EvaluationDean, Enrollment Management

CGC Office Structure Post-Renovation

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Evolution of Our Office’s Roles, Titles, & Structures

� Leveraging Office Staff to Support Recruitment Activities

� Each Assistant Director of Enrollment Management participates in one to two local recruitment events each month

� Enrollment Specialists get recruitment materials together for all of our recruitment events and attend technical college fairs

� Graduate Assistants can participate in local recruiting fairs on an “as needed” basis.

All hands on deck approach!

Evolution of Our Office’s Roles, Titles, & Structures

� More integrated approach

� Using Graduate Students as support and ambassadors

� More full-time recruitment/stronger outreach

� Implementation of Ellucian CRM Recruit

� Increase in applications and yield numbers

Evolution of Our Office’s Roles, Titles, & Structures

� Ellucian CRM Recruit

� Implemented by Undergraduate Admissions and The Graduate College

� Contract began in early 2015 and ends in 2020

� We are a SAAS (Software As A Service) Client

� Highly Customizable

� Pros: You can really make things specific to your institution

� Cons: You must have the people to devote to this 100%

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RECRUITMENT OF

NONTRADITIONAL STUDENTS

Recruitment of Nontraditional Students

� Mongoose Texting Service� Purchase of GRE/GMAT Names� Military & Veteran Populations

• Military Base Outreach• Ex: JB Charleston, USCG Charleston, SC National Guard, USMC

Parris Island• Ex: Marketing Outreach

• Veteran’s Education Fairs• Ex: CareerEcoVirtual Veterans Fairs & Yellow Ribbon Fairs

• Collaboration with Student Veteran’s Association Chapter• Ex: SVA National Conference participation

Recruitment of Nontraditional Students

� Government Sector• CPAC 2017• Ex: Conference geared to Conservative students & adults

actively involved in politics in their region• Sea, Air, Space 2017• Ex: Sponsored by the Navy League, brings together defense

industrial base, private-sector, and key military decision makers

• Defense Contractors• Ex: Charleston Defense Contractors Association

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Recruitment of Nontraditional Students� Employer Outreach• Local businesses and organizations

• Ex: Boeing, MUSC, Charleston PD

• Ex: Stingrays and Riverdogs Games

• Partner with school districts and other institutions locally• Ex: Charleston County School District, College of Charleston, Trident Tech

• Connect with Chamber of Commerce• Ex: Young Professional Association, Connect Monthly Meetups

� Open House Alternatives• Virtual Open Houses

• Ex: CareerEco Platform & Blue Jeans Platform for our CGC Summer Virtual Open House

• HBCU Day 2018• Ex: Collaborative event with College of Charleston, students from two different HBCU’s attended

campus tour, info sessions, and met with Enrollment Specialists

Recruitment of Nontraditional Students

� L.E.A.R.N.

• Lowcountry Educational Admissions Representative Network• LEARN provides higher education

opportunities to employees through workplace sponsored education/wellness fairs and to the community at local events.

• 15 local institutions, meet monthly to discuss area events, recruitment, opportunities, and community outreach

Marketing to Nontraditional Students

� Digital Advertising• Google AdWords

• Facebook

• Behavior Retargeting

� Advertising in Government Sector• DC Metro & DC Airports

• Military Base/Print Publications• Ex: The Jetstream (Parris Island), Shaw Times (Shaw AFB), Military Times, The Globe (Fort

Bragg)

• Radio/TV• Ex: ABC 4 OTT Campaign, Lowcountry Live segment, public radio in DC, and standard

radio in Charlotte, NC.

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12

DC Metro Marketing

BY THE NUMBERS

CGC Applications After the Renovation

673

0

100

200

300

400

500

600

700

800

Fall 2015 Fall 2016 Fall 2017

Fall Semester Applications

Applications

491

643

National Average =1.2%

Percent Change in Applications 2015 - 2016

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CGC Graduate School Applications 2014 - 2017

1,188 1,146

1,417

0

200

400

600

800

1,000

1,200

1,400

1,600

2014-2015 2015-2016 2016-2017

School Year Total Applications

Renovation: SU-FA 2016

CGC Registered Students Fall Semesters 2014 - 2017

800

820

840

860

880

20142015

2016

2017

829 835829

880

CGC Registered Graduate Students Fall 2014 – Fall 2017

6% increase

26

61

0

10

20

30

40

50

60

70

2007 2017

Degrees & Certificates Offered

196

282

0

50

100

150

200

250

300

2016 2017

Online Students

CGC Growth

33% Increase in enrollment for all programs within CGC

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…To the next 50 years!

Continuously evaluating & improving

� Recruitment

� Build New Strategic Recruitment Plan

� Analyze event evaluations

� Utilize Travel & Events module in Recruit CRM

� Increasing local outreach

� Critique and improve Recruit CRM Usage

� Communication Campaigns

� Touchpoints

� Increase collaboration with faculty & student services

� Strengthen online students’ on-campus involvement

Strategic Plan 2024’s Draft Initiative: Advance The Citadel as the Senior Military College and Graduate College of Choice.

� Continued growth

� New positions slated

� Focus on student services support

Key Takeaways to Start Your Blueprint

� Evaluate your office’s strengths and weaknesses

� Involve current staff and faculty in recruitment efforts

� Identify the nontraditional student populations you want to target

� Gain the buy-in from leadership and departments to support strategic enrollment plan (SEP)

QUESTIONS?

*Celebrating 50 years! Archive photos of CGC students

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15

Molly McLeanAssistant Director

Enrollment [email protected]

THANK YOU!

Lauren CarrDirector of

Enrollment [email protected]

Ashley BucknerStudent Recruitment

[email protected]

Works Cited

� 2017 National Student Satisfaction and Priorities Report, Ruffalo Noel Levitz, 2017.

� Pelletier, Stephen G. Success for the Adult Students, Public Purpose, 2010.

� Sanborne, Lewis W., editor. Strategic Enrollment Planning: a Dynamic Collaboration: How Higher Education Leaders Can Align Mission, Vision, and Values with Shifting Market Needs and Expectations. Second ed., Noel-Levitz, 2016.

� Okahana, Hironao, and Enyu Zhou. Graduate Enrollment and Degrees: 2006 to 2016. Council of Graduate Schools, September 2017.