AIM ACT Information Manager User Meeting:
Tips, Training & Best Practices
The UMR Perspective AIM User since 2002
ACT Enrollment Planners Conference: Pre-ConferenceDowntown Marriott, Chicago, IL
July 19, 2006
Rolla, Missouri “In the Middle of Everywhere”
Population: 17,000 South-Central Missouri
» 95 miles to St. Louis» 100 miles to Springfield» 90 miles to Columbia» 35 miles to Ft. Leonard Wood
Top 100 U.S. Small Towns Not Overly Diverse
» White persons 93.2%
» African American 1.5%
» American Indian and Alaska Native 0.6%
» Asian-American 2.4%
» Not reported: 2.3%
What is UMR?
A Top 50 Technological Research University +5600 students: 4300 Undergrad, 1300 Graduate 90% majoring in Engineering, Science, Comp. Sci. Ave. Student ACT/SAT: upper 8-10% in nation +40% of Freshmen from upper 10% of HS class 24% Out of State Enrollment 96% 5 Year Average Placement Rate within 3
months of Grad Ave. Starting Salary in 2005: $49,300
Undergraduate Demographics Average Age: 21.6 years old
Gender: » 23% Female» 77% Male
First Generation College Students:» 2005-06: 37%
Residency:» Missouri Residents: 76%» Out-State Students: 24%
Ethnicity: » African-American: 4% » Asian-American: 3% » Caucasian: 83% » Hispanic: 2% » Native-American: 1% » Non-resident, International: 2%» Not Disclosed: 5%
UMR's Academic Major Distribution by Headcount
Engineering Majors, 73%
Arts & Science
Majors, 22%
Management & Business Majors, 5%
Engineering Majors
Arts & ScienceMajors
Management &Business Majors
Technological Institutions: Enrollment Mix
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
% Engineering, Business, Science & Math Enrollment
% E
ng
ine
eri
ng
En
rollm
en
t
UMR
Stevens
Cal Tech
Col. Sch. Mines
Georgia Tech
Michigan TechWorcester
RPI
MIT
S.D. Mines
N.M. Mining
Technological Institutions
Mizzou
"On the bubble"
Science / Tech. Based Comprehensive
Brooklyn Poly
IIT
DrexelCarnegie Mellon
Michigan
N.C.State
Iowa State
NJIT
Case Western
VT
Purdue
Texas Tech
RIT
Lehigh
LT
Life as an Outlier
Potential United States Undergraduate Engineering MajorsAll College Bound, ACT Tested Students Interested in Any Engineering Field
40000
45000
50000
55000
60000
65000
70000
Num ber 63653 66475 67764 64571 64937 63329 63601 65329 65776 61648 54175 52112 51445 48438
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Concerning Student Interest Data
Source: ACT 2004
Missouri’s 2004 Student Funnel for All Engineering Fields
High School Seniors: 61,378 High School Graduates: 57,573 ACT Testers/College Bound: 42,862 Any Engineering Interest, all scores: 1,599 Engineering Interest, +21 comp. score: 1,102
(21 = MO average score / 50%) Engineering Interest, +24 comp. score: 807
(24 = UM minimum for auto admission) UMR’s Freshmen Engineering Majors 520
from Missouri
+9
> 20 %
+11% to +20%
0% to +10%
Decreases
-11
+7
+12+4
-22+11
+53+7
-10
+9
+20
-20
-6
-8
+7
+2
-11
+5
-4
+16
+13
+5-7
-6
-8
-4
-1
-12
+3
-2
-3
+8+3
+2-1
-3
+4
-7+6
-3
+9
Projected Change in High School Graduates2002-2012
+3
+10
-10
0-1-2-10 -10
-17
STAMATS, 2005
NCES, 2004
SOURCE: WICHE 2004, KNOCKING AT THE COLLEGE DOOR
Enrollment Concerns & Challenges in 2000
8 Year Decline New Students (-700 students) 52% Graduation Rate 82% Retention Rate 22% Female Enrollment 4% Traditionally Underrepresented Minorities
Only 1 New Degree Program (Computer Engineering) added to UMR’s Academic Portfolio in close to 15 years
Industry Asking for MORE Graduates Declining Student Interest in Engineering, Computer
Science, Physics, Chemistry, and Math A Fast Approaching Decline in Midwestern College-Bound
Students
EM Plan Starts with anAssessment of the Strategic Plan
Where are Enrollment Management’s 3 R’s & Marketing’s 3 P’s ?
If they are included in the Strategic Plan, determine if the goals were based on desire or data.
Agreement on Assessment Indicators Must Happen» Each indicator must be measurable and
addressed within the Enrollment Management Plan – Quality externally verified data is always preferred
Tweaking and Implementing the Enrollment Management Plan
1. Creation of a campus-wide Enrollment Development Team2. Phasing out of previous SEM team3. Restructuring EM division to include separate areas and champions
for key Strategic Goals and Student Services » (New Student Orientation, Diversity Programs, Women’s Programs, Pre College Programs)
4. Updating and Modifying the SEM strategic plan5. Creating Research and Assessment positions dedicated to enrollment
reporting and retention research6. Using marketing research to implement specific messages to target
audiences7. Reworking the web8. Redesigning the visual “look” and “image” of UMR (Loud and Proud
campaign)9. Re-evaluating the data sources and management systems
EM OBJECTIVE: Building Campus coalitions through the use of data to
drive Strategic Investments
Helping a Campus Define Enrollment Priorities Support for new programs
» a School of Business/business programs– Architectural engineering– Environmental engineering– Biochemical engineering– Teacher Education Programs with Math & Science Focus– Technical Communication– Interdisciplinary Degrees in Engineering and Arts & Sciences
» 17 Graduate Certificates– MS in Biology (PhD coming)
Assist with Prioritizing New Facilities– Residence Halls– Student Union– Recreational Facilities– Wet Lab Building for Biology
Impact of a Data-Driven Enrollment Plan
AY2005-06» 5602 Students
21% increase over the 4626 students in Fall 2000; 28% increase in new students since Fall 2000 (1581
in 2005, 1239 in 2000)
» Much of our undergraduate growth will now be due to increased retention rates. We set all-time high retention (87%) and graduation rates (64%) in AY 2005-06
» 91% of courses taught on-campus» 9% of courses taught through distance ed
Due to Low Market Interest in STEM Majors, UMR Embraced a Segmentation and Communication Strategy to Increase Enrollment by Improving the Yield of Admitted Undergraduate Applicants who Enroll
FS2000 FS2001 FS2003 FS2005
4TH WEEK CENSUS
Beginning Freshmen
42% 696
43% 715
51% 897
50% 914
w/ Admit to Enroll Yield %
New Transfers
61% 195
62% 231
73% 281
96% 312
TOTAL 891 946 1178 1226
UMR ENROLLMENT
3,000
3,500
4,000
4,500
5,000
5,500
6,000
6,500
Fall
Tota
l Num
ber
of Stu
den
ts
On - Campus Other Programs
Other Programs 308 314 227 355 412 456 476 471 501 600
On - Campus 4,719 4,673 4,517 4,393 4,575 4,848 4,983 4,936 5,101 5,400
1997 1998 1999 2000 2001 2002 2003 2004 20052006 Goal
Enrollment by Academic Quality
Average ACT Composite Score by Year: 1990 - 2005 First-time Freshmen
2021222324252627282930
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
Year
Ave
rage
AC
T S
core
Series1 Series2
All Students, Totals
United States 5,063 Other Countries 539 Total 5,602
ALASKA
CALIFORNIA
IDAHO
OREGON
WASHINGTON
MONTANA
WYOMING
UTAH
COLORADO
ARIZONA
NEW MEXICO
TEXAS
OKLAHOMA
KANSAS
NEBRASKA
SOUTH DAKOTA
NORTH DAKOTA MINNESOTA
WISCONSIN
IOWA
ILLINOIS
OHIOIN
KENTUCKY
WV
VIRGINIA
NO. CAROLINA
GEORGIA
FL
ALABAMA
MS
MISSOURI
ARKANSAS
LA
NEVADA
HAWAII
MICHIGAN
PENNSYLVANIA
NJ
NEW YORK CTMA
VT
NH
MAINE
TENNESSEE
CAROLINA
SO.
MD
DE
RI
DC
35
3
4
5
7
6
1
17
47
106
51
123
43
4
25
3875
72
1391
7
5
19
14
369 17
21
10
10
15
235
9
9
4
165
14
142 4
2
University of Missouri - Rolla Geographic Origin of All Students - Fall 2005
Note: Geographic Origin is defined as student's legal residence at time of original admission to UMR.Source: Integrated Postsecondary Education Data System (IPEDS) frozen files, end of 4th week of classes.
10
3
7
25
DC 1
50 or more students
10 – 49 students
1 - 9 students
No students
Legend
1
VIRGIN ISLANDS
1
PUERTORICO
1
Total On-Campus Enrollment: Under-represented minorities(Undergraduate and Graduate)
168 197 213 230 218 237
2426 23
27 23 2158
6383
100 100126
0
50
100
150
200
250
300
350
400
450
2000 2001 2002 2003 2004 2005
Enr
ollm
ent
0%
1%
2%
3%
4%
5%
6%
7%
8%
% o
f to
tal e
nrol
lmen
t
African-American Native American Hispanic % of total enrollment
Success in Growing Diversity
Improving Student Success
Retention Rates 2005 » General Student Body: 87% (82% 2001)» Female Students: 88%» Minority Students: 89%» CAMPUS GOAL: 90%
Graduation Rates 2005» General Student Body: 64% (52% 2001)» Female Students: 71%» Minority Students: 60%» CAMPUS GOAL: 70%
Enrollment Concerns & Challenges in 2000
8 Year Decline New Students (-700 students) 52% Graduation Rate 82% Retention Rate 22% Female Enrollment 4% Traditionally Underrepresented Minorities Only 1 New UG Degree Program (Computer Engineering)
added to UMR’s Academic Portfolio in about 10 years
Industry Asking for MORE Graduates Declining Student Interest in Engineering, Computer
Science, Physics, Chemistry, and Math A Fast Approaching Decline in Midwestern College-Bound
Students
Enrollment Status & Challenges in 2005-06
5 Year Growth Pattern in all Strategic Plan Areas 64% Graduation Rate (UMR Record) 87% Retention Rate (UMR Record) 24% Female Enrollment (+230 new students) 5 Year Increase (+978 students) New School of Management, 8 new Mission Based Degree
Programs and 17 Graduate Certificate Programs
Industry STILL Asking for MORE Graduates FURTHER Declines in Students Interested in Engineering,
Computer Science, Physics, Chemistry, and Math degrees/careers
A MUCH FASTER Approaching Decline in Midwestern College-Bound Students
A Campus-Wide Use Strategyfor AIM & EIS
Implementation, Training &
Maintenance
2001 EM DATA PROJECT GOAL:
Give Campus Academic Units Easy Access to Student Market Data to Encourage More Active, Data-driven Involvement in the New Student Recruitment Process
CHALLENGES
Academic Departments wanted to be more involved in the University’s recruitment efforts, but had little direct access to prospective student databases.
Accessing, segmenting and analyzing prospective Student Information and available ACT tested student data from the campus ERP was cumbersome and virtually impossible for most faculty and staff.
Buy and implement new data toolsets during a 17% reduction in operational budgets due to state funding reductions
1. strategic planning2. assessing the viability of new majors3. recruiting new majors 4. awarding of departmental scholarships5. finding new, market viable majors for UMR 6. measuring future viability of under enrolled
programs7. market data for accreditation reports, funding
proposals & new program proposals
Departments wanted a set of “easy-to-use” tools for retrieving
data and making reports for:
TOOLSETS CHOOSEN
AIM EIS EMT Connect2 (AIM Interface) Online HTML Version of
Traditional Admission Funnel Reports
Strategic Planning Applications EIS & AIM:
Fit Gap Analysis of Academic Program Offerings New Program Student Market Assessments Accreditation and Program Viability Reviews Scholarship and Pricing Strategies Retention Programs and At-Risk Student
Assessment Designing and Pricing New Residence Halls Establishing Need for and Designing New
Recreation Center Assessment of Varsity and Intramural Sport
Offerings Assessment of Summer Camp Offerings
Rachel MorrisEnrollment Management Data, Reporting &
Technology Coordinator
•Installed AIM & EIS in every Admissions & Recruitment PC (including laptops) and each of Deans’ Offices. After installation; provided a short overview, and encourage them to “play” with it. Fall 2002
•Sent email training flyer to all deans, chairs, and directors of every campus department. Flyer gave a brief overview of what the AIM & EIS software could do for their departments. (see handout)
•Started scheduling training in January 2003
Implementation Strategy:
How We Got Started
Keys for Training
All participants have a laptop The trainer needs an lcd projector and laser
pointer Try to limit the session to less than 10
participants Make the group run common queries and
reports to ensure they understand how to use the program
Build in time for each person to “play” while you supervise
Send a follow-up email reminding the participants to use the program and how receive assistance if needed
FAQs for Campus Use
How does this help with recruitment? Does this replace PeopleSoft data? Why are the AIM student lists different than
the admitted student lists? Can I break the system or ruin the database? How do you import the updated AIM Data?
#1 FAQ
How do you run reports and get the data out of AIM – for call lists or mailing lists?
CONSTANT REMINDERS ABOUT STUDENT INFORMATION SECURTY & INTEGRITY
Please note: All student information shared in the sessions and via the databases is to only be used for legitimate university purposes and cannot be shared with outside or unauthorized parties. The student information is considered confidential and federally protected by the Family Educational Rights and Privacy Act (FERPA) (20 U.S.C. § 1232g; 34 CFR Part 99) standards.
Maintaining the Toolsets
Annually Remind Academic Leaders about the availability of the programs and need to install software on key faculty PCs
Remind the Campus of When to Download Monthly Updates of AIM – using a shared drive for distribution
Designing Refresher Courses and Follow-up Training is Needed
AY2006-07 Training Schedule
EIS, AIM, Connect2 Training twice Monthly» Beginner and Refresher Sessions will start
Fall 2006
Sessions will consist of two 90 Minute Sessions» 90 minutes on how to use EIS & AIM» 90 Minutes on how to use Connect2
QuestionsContact Information:
Jay Goff
Dean of Enrollment Management
573-341-4378
Rachel Morris
Enrollment Management Data, Reporting & Technology Coordinator
573-341-4452