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 College

Centralia, 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 year

Students 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 CollegeSedgwick.harris@kishwaukeecollege.edu

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