enrollment and recruitment career services corporate advisory board 6.25.12
TRANSCRIPT
enrollment and recruitment
career servicescorporate advisory board
6.25.12
What’s working?
Enrollment at 7,031 – third highest since 1983
95 percent placement rate Graduates report average starting
salary of $52,800 11th highest among all public
institutions in the nation and the highest in Michigan.
1.9% loan default rate
The Smart Stuff on Tech
Ranked among the top-tier of national public universities by US News and World Report
11th highest starting salaries in the nation 15:1 student-to-faculty ratio 94 percent of undergraduate classes are
taught by professors Safest college campus in Michigan
Points of distinction
26.4 ACT composite, 3.58 High School GPA
38% with a 3.75 GPA or higher 60% graduating in top 20% of class 65% graduate in six years 83% retention rate freshman to
sophomore 27% out of state (including
international) 30% live on campus
research
Words Michigan Tech students use to describe themselves
Inte
lligen
t/Sm
art
Hard-
workin
g
Outdo
orsy
Engin
eerin
g
Mot
ivate
d/Driv
en
Geeks
/Ner
ds
Self-m
otiva
ted
Outgo
ing
Mal
e0%
5%
10%
15%
20%
25%
30%
25%
20%19%
16%
11% 11%10% 10%
8%
% of students who used this word
First Learn of Michigan Tech(Top 8)
0% 5% 10% 15% 20% 25% 30% 35% 40%
Friend
College advisor
Publications/ mailings
Word-of -mouth
E-mails f rom Michigan Tech
College fair
High school teacher
Internet/Web
19%
12%
12%
9%
7%
7%
5%
5%
Where did you first learn about Michigan Tech?
Advantages of Michigan Tech(Top 8)
0% 5% 10% 15% 20% 25% 30%
Good education
Graduate success
Don't know
Location, in a small town
Engineering, science, tech, math
Good reputation
Highly rated, strong in my major
Offers my major, programs
13%
13%
11%
7%
7%
7%
6%
6%
What would be the biggest advantage of attending Michigan Tech?
0% 10% 20% 30% 40% 50%
Too far from home
Don't know, not sure
Location, small town, remote
Cold climate
Expensive
Narrow focus
42%
18%
13%
9%
7%
3%
What would be the biggest disadvantage of attending Michigan Tech?
Disadvantages of Michigan Tech(Top 6)
brand
“Kids here crave learning. It’s nerdy, but its accepted – a point of pride.”
“If you expect a 4.0 without working, or if you were popular in high school and you want your reputation to follow you, you shouldn’t come here.”
“We don’t ride deer, moose, or other wild animals in the U.P., shocking we know.”
“If Michigan Tech wasn’t hard, it wouldn’t be worth it.”
market scan
Source:Western Interstate Commission for Higher
EducationKnocking at the College Door, 2008
1991
-92
1992
-93
1993
-94
1994
-95
1995
-96
1996
-97
1997
-98
1998
-99
1999
-00
2000
-01
2001
-02
2002
-03
2003
-04
2004
-05
2005
-06
2006
-07
2007
-08
2008
-09
2009
-10
2010
-11
2011
-12
2012
-13
2013
-14
2014
-15
2015
-16
2016
-17
2017
-18
2018
-19
2019
-20
2020
-21
2021
-22
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Midwest High School Graduates
American Indian Asian American Black non-Hispanic Hispanic White non-Hispanic
703,000
671,000
1991
-92
1992
-93
1993
-94
1994
-95
1995
-96
1996
-97
1997
-98
1998
-99
1999
-00
2000
-01
2001
-02
2002
-03
2003
-04
2004
-05
2005
-06
2006
-07
2007
-08
2008
-09
2009
-10
2010
-11
2011
-12
2012
-13
2013
-14
2014
-15
2015
-16
2016
-17
2017
-18
2018
-19
2019
-20
2020
-21
2021
-22
0
20,000
40,000
60,000
80,000
100,000
120,000
Michigan High School Graduates
American Indian/ Alaska Native Asian/Pacific Islander Black non- HispanicHispanic White non- Hispanic
111,000
101,000
Average Family IncomeMichigan Tech Students
2010 2011 % Change
Michigan Residents $ 99,830.00 $ 93,906.00 -6%
Domestic Non-Residents $ 112,788.00 $ 110,780.00 -2%
market analysis
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
116,823
Fall 2011 Michigan ACT test takers
Took ACT
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
116,823
87,617
Fall 2011 Michigan ACT test takers
Took ACTCollege ready
75% are col-lege ready
2006 2007 2008 2009 2010 20112
3
4
5
6
7
8
9
10
3 3
4 4 4 4
5
4
5
6
5
6
Percent of Students Interested in Engineering
WisconsinMinnesotaIllinoisMichiganNational
Perc
ent
of
Stu
dents
2006 2007 2008 2009 2010 20110
1
2
3
4
5
6
7
8
9
10
5 5
6
7
8 8
4 4 4
5 5
4
Percent of Students Interested in Sciences (Biological & Physical)
WisconsinMinnesotaIllinoisMichiganNational
Perc
ent
of
Stu
dents
2006 2007 2008 2009 20100
1
2
3
4
5
6
7
8
9
10
2 2
3 3 3
2 2 2 2 2
Percent of Students Interested in Computing
WisconsinMinnesotaIllinoisMichiganNational
Perc
ent
of
Stu
dents
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
116,823
87,617
17,523
Fall 2011 Michigan ACT test takers
Took ACTCollege readySTEM interest
20% STEM aspirations
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
116,823
87,617
17,523 8,762
Fall 2011 Michigan ACT test takers
Took ACTCollege readySTEM interestWould qualify for Michigan Tech
50% qualify
Miles from college to home
4.8%6.0%
24.4%
17.8%
33.0%
14.1%
0%
5%
10%
15%
20%
25%
30%
35%
5 or less 6 to 10 11 to 50 51 to 100 101 to 500 Over 500The American Freshman: National Norms for Fall 2009
Cooperative Institutional Research Program, Higher Education Research Institute, UCLA
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
116,823
87,617
17,523
8,762
1,227
Fall 2011 Michigan ACT test takers
Took ACTCollege readySTEM interestWould qualify for Michigan Tech500 miles to school
2011201020092008200720062005 -
200
400
600
800
1,000
1,200
1,400
1,600
1,161 1,115
1,160
1,365
1,223 1,169
1,327
Michigan Tech new fall freshmen
“It’s never a bad thing to know faculty and we know them here at Michigan Tech. My friends back home just don’t get that.”
“For me, the biggest thing is safety – I feel safe no matter where/when I’m walking.”
“The entire Michigan Tech experience took a sometimes awkward, self titled “nerd”and turned him into an amazing manwith the confidence, and courage to goafter his big dream no matter where ittakes him.”
current trends
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Fall Enrollment 1965-2011
Distance LearningOn Campus
7865
7148 7031
65406976
3338
2004 2005 2006 2007 2008 2009 2010 20110
1000
2000
3000
4000
5000
6000
7000
8000
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
4182 4034 4019 4180 4350 4331 4168 4151
1273 1360 13921370 1287 1216
1124 1163
254 220 223296 397 396
428 414305 310 334
323319 448
425 428172 201 223
233243 245
268 266354 385 359356
422 496563 609
13%14% 14% 13%
14%
17%
18%19%
Total Enrollment by Student Type
International gradNon-Resident gradResident gradInternational u-gradNon-Resident u-gradResident u-gradGraduate % of total
2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
50
100
150
200
250
300
350
400
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
34 34 30 38 3863
7949
68 7341 49 53 50 54
6045
4038 42
6874 63 60 59
60 55
6060 51
5054 68 78 68
64 6497
91 91
146128 120 102 109
111101 88
91 83
0 1 1 3 3
411
88
5
5.7%5.9%
5.9% 5.9% 5.9%
6.2%5.9%
5.8%
6.2%6.0%
Domestic Undergraduate Student Diversity
Pacific IslanderAfrican American Non-HispanicHispanic AmericanAsian AmericanAmerican IndianMultiracialDomestic underrepresented percentage
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 201116
18
20
22
24
26
28
26.5 26.426.8 26.6 26.5
26.2 26.326.8
26.526.9
27.3 27.2
25.3 25.3 25.5 25.4 25.425.1 25.2
25.6 25.626 26.1
26.4
23.8 23.7 23.7 23.7 23.8 23.7 23.924.2 24.4
24.825.1
25.5
21.1 21.1 21.2 21.2 21.3
19.5 19.6 19.7 19.9
21.3 21.3 21.3 21.3 21.4 21.4 21.5 21.5
19.619.6 19.7
2020.5 20.5 20.7 20.7 20.7
18.7 18.618.9
19.3
Michigan Tech vs. State of Michigan ACT Scores 2000-2009
Michigan Tech ACT Math
Michigan Tech ACT Composite
Michigan Tech ACT English
Michigan ACT Math
Michigan ACT Composite
Michigan ACT English
ACT
Scor
es
2006 2007 2008 2009 2010 201117
18
19
20
21
22
23
24
25
23.0
23.4
22.3
23.523.7
24.0
Business and Management - Average ACT Composite
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
2006 2007 2008 2009 2010 201119
20
21
22
23
24
25
26
27
28
29
23 23.1
21.622
22.4
21.8
25.926.1
26.326.6 26.7
27.2
Engineering - Average ACT Scores
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
2006 2007 2008 2009 2010 201119.0
20.0
21.0
22.0
23.0
24.0
25.0
26.0
27.0
25.4
25.025.2 25.2
25.4 25.4
Health Sciences - Average ACT Composite Scores
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
2006 2007 2008 2009 2010 201121
22
23
24
25
26
27
28
27.0
26.4
26.826.6
27.2 27.3
Sciences (Biological and Physical) - Average ACT Composite Scores
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
2006 2007 2008 2009 201021
22
23
24
25
26
27
28
25.9
27.327.1
26.5
27.0
Mathematics - Average ACT Composite Scores
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
2006 2007 2008 2009 201017
19
21
23
25
27
29
26.4
27.0
26.2
27.1 27.0
Computing - Average ACT Composite Scores
WisconsinMinnesotaIllinoisMichiganNationalMichigan Tech
Avera
ge A
CT C
om
posit
e
“This is a residential, holistic campus experience. You’re going to grow more than if you stayed close to home.”
“Faculty members don’t just do their jobs, they’re engaged and committed to the students and the University.”
recruitment
Recruitment Marketing Campaign
“All things” (pre 2005) “Be Smart” (4 years) “Wordification” (2 years) “Crazy Smart” (1st year)
competition
2006 2007 2008 2009 2010 20110
200
400
600
800
1000
1200
1400
First-Year Student Enrollment in College of Engineer-ing by University
Michigan TechMichigan StateUniversity of MichiganUniversity of Michigan-DearbornMSOEUniversity of Minnesota-Twin CitiesUniversity of Wisconsin-MadisonMarquette University
Enro
llm
ent
U-M
Michi
gan
Tech
MSU
UDMer
cyW
MU
Oakla
ndU
Ferri
s St
Way
ne S
tEM
USV
SU
North
wood
Sien
na H
ghts
Hope
Coll
CMU
Madon
na U
LSSU
GVSUNMU
$(100,000)
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$517,100
$427,100
$281,600
$132,400 $116,000
$92,680 $82,960 $74,090
$39,380 $25,820
$11,140 $3,125 $166
$(1,440) $(2,320)
$(5,890)
$(35,500) $(43,900)
Fall 2011 Payscale.com 30 year net return on in-vestment
goals
Enrollment Goals
2012 2013 2014 2015 2016
Undergraduate 5,631 5,700 5,750 5,750 5,750
Incoming Freshmen ACT Composite
26.3 26.6 26.8 27 27.1
Graduate 1,353 1,415 1,480 1,545 1,625
Total 6,984 7,115 7,230 7,295 7,375
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
1000
1200
1400
1600
1800
2000
2200
2400
2600
2800
-0.0499999999999997
2.91433543964104E-16
0.0500000000000003
0.1
0.15
0.2
0.25
0.3
0.35
165316381557
15231576
16581719
177118001839
1926
2013
2100
2187
2274
2361
2448
2535
2625
0.2718035563082130.282011768002242
0.2920723226703760.301988400994201
0.3117630929531120.321399401034577
0.3309002433090030.340268456375839
Female Enrollment Goals
Total Female EnrollmentPercent Female Enrollment
“The gender ratio makes for an interesting dynamic. The girls here, I don’t know, they’re the type you’d actually want to be friends with.”
“I begged my high school friends to visit me for four years. They finally came for Winter Carnival and were like ‘OH MY GOD!’ They loved it.”
What’s next?
Further segmented marketing Segmented financial aid leveraging More robust outreach in high schools More than our fair share Underrepresented minority parity
enrollment goals National recruitment via Mind Trekkers
“We’re clearly not a suitcase college, so it’s like a second family up here.”
“Michigan Tech isn’t a school, it’s a lifestyle.”
thank you