nagap 2015 wofford presentation
TRANSCRIPT
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at One College of Education
Presented by:Tracey M. Wofford, Ph.D.
April 9, 2015
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
Learning Objectives The what and why of a Graduate Enrollment
Management (GEM) process evolution Internal GEM misconceptions and ideas to address
them Collaboration and differentiation strategies and
tactics that worked – and did not work
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
About Mercer University & The Tift College of Education The Stakeholders Where We Were and Where We Are Now What We Did Then and What We Do Now What Changed and “True North” How It’s Going and Reporting It Key Learning and Lingering Issues
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
About Mercer University
& The Tift College of
Education
About Mercer University
12 colleges and schools, over 8,500 students, 1600 faculty, 60 major programs of study
Campuses, Regional Academic Centers, and online
Teaching hospitals and educational partnerships
Mercer University Press, NCAA Athletic Programs, the Center for Collaborative Journalism, and The Executive Forum
About The Tift College of Education
Largest Private Preparer of Educators in Georgia
Teacher Education & Educational Leadership Programs; Campuses, Hybrid, and Online
Conceptual framework of the Transforming Educator (To Know, To Do, To Be)
The Outlook for Education
Georgia Education Landscape ~ 10,000 Center-Based and
Home-Based Child Care Facilities
182 County and City School Systems
134 Independent & Charter Schools
38 Private Colleges & Universities
31 State Colleges & Universities
26 Technical Colleges 1 Military College
Ten Year Plan, Goal 1: Attract, enroll, retain, and graduate even more highly qualified undergraduate, graduate and
professional students.
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
The Stakeholders
Stakeholders of The Tift College of Education
Academic partners Prospects Staff and Leadership Policy makers Client partners Regulators Alumni and namesake college alumni
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
Where We Were and
Where We Are Now
Where We Were and Where We Are Now
Value Chain - Graduate Enrollment Management Process
14
MarketingAdvertising
Campaigns Media CoverageWebsite
ManagementPartnerships & Memberships
Ad Copy and Key Messages
Collateral (Fliers, Brochures,
Images)Recruitment Giveaways
Recruitment Activities & New Inquiry Data
AnalysisConferences/Fairs
Recruitment EventsInfo Sessions
School System/RESA Meetings and VisitsFeeder Institution
VisitsWord of mouth
referralsAlumni
CVue Data Steward & Reporting Analysis
Admissions Counseling/ Inquiry
ManagementQualifying Rhetoric,
Answering QuestionsScreening of
Motivation and Admissibility
Counseling on Schedules, Financing,
and CriteriaManaging to Deadlines
Follow-up, Closing & Asking for App
Application Management
Managing On-line /Paper applications in
CVueProviding Step-by-Step Instructions
Facilitation of entire process
Communicating Deadlines
Acknowledgement of correspondence
Materials management,
analysis, security and synthesis in CVue
Acceptance, Enrollment & Matriculation
Acceptance LettersFinancial Package
Campus/Center VisitsOngoing interaction – email, telephone, etc.
Providing further information and
support after acceptanceCoordinating Registration
To generate interest, inquiries, and demand
To evolve and develop specific program interest
To counsel, qualify, and drive
applicationsTo evaluate and
manage applications
To enroll academically
qualified, financially-prepared students
Primary Responsibility: Marketing &
Communications
Primary Responsibility: Enrollment
Management Directors & Faculty
Primary Responsibility: Enrollment
Management Team
Primary Responsibility: Faculty, Enr.
Associates & Fin. Aid
Primary Responsibility: Grad Admissions, Faculty, & Fin. Aid
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
Where We Were Where We Are Now Calls, emails, inquiries arrived to
many contacts (faculty, administrative assistants, staff)
Admissions questions answered or referred, one-way flow of information, no contact info captured, no follow-up scheduled
Catalogs, packets mailed; limited communications plan;
No initial qualifying or counseling Prospective students ‘existed’
only after applying
Designated contacts for prospects
Process flow and triggers for each prospect type
Workflow, scripts, templates (for accuracy)
Qualify, spur to action; market and re-market to prospects
All inquiry contact info captured; sources and conversions analyzed
Prospective students exist upon inquiry, not application
The Admissions Funnel – Then and Now
Faculty handled initial contact, inquiry management, admissions counseling, admission, enrollment to graduation.
GEM handles prospecting, inquiry contact & qualifying, admissions & financial info, application materials, Orientation, and retention outreach Faculty handles admission, enrollment to graduation.Funnel graphic from Noel Levitz
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
What We Did Then and What We Do Now
Passive Respond Converse to satisfaction No questions of inquirer No capture of information Urge to apply Invite to information session End interaction No record or capture of inquiry Little to no follow-up
ActiveReach out, engage in responseConverse to satisfaction, qualify and queryCapture contact data; assess for fitExplore intent to apply by whenInvite to event, agree on next actionRecord inquiry in database, set future taskFollow-up/correspond over next 2-6 weeks; re-engage/re-inviteInterval re-marketing over next 2-4 admission cycles
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
Where We Were
Where We Are Now
• Application• Eligibility• Evaluation• Decision
Admissions
• Accept / Decline
• Registration• Financial
Planning• Enrollment
Acceptance /
Enrollment
• Marketing Services• Inquiry Management• Event Management• Relationship
Management• Feasibility
Discussion• Needs SatisfactionInquiry
• Application Administration
• Eligibility Review• Ongoing
Communication• Recommendation
and Evaluation• Decision by
Stakeholders
Admissions • Accept / Decline
• Recordkeeping / Registrar
• Registration• Financial Planning• Orientation• EnrollmentAcceptanc
e / Enrollment
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of EducationWhat We Do Now
Inquiries /Prospects
Committed Applicants
Admissible Candidates
Enrolled Register
ed Students
Engagement
Communication
Yield
• Incomplete• Completed
• Status• Corresponden
ce• Evaluations• Accepts/
Starts
Committed
Applicants
Admissible
CandidatesEnrolled Registered Students
Cultivating Inquiries - 1:1 counseling via medium of choice for inquiry. Engage to serve wants/needs and initially assess
admissibility. What We Did Then
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
What Changed & “True North”
Admissions vs. Administration: How Graduate Enrollment Became
Strategic and Student-Focused at One College of Education
What Changed: 2010-2015 “True North” The Economy & Education
Enrollment The Certification Rules Complete SIS replacement Internal Reorganization Tift Dean Retirement Programs’ Format Funding and Financial Aid
Mission Framework Code of Conduct Standards Consistent Student Focus on
“Academically Qualified, Financially-Prepared Students”
Results Values-Based Leadership
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
How It’s Going and
Reporting It
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at One College of Education
How It’s Going Reporting It Contact Strategies In Place Co-Located with Faculty Frequent Recruitment
Events Inquiries Consistently
Engaged & Tracked Partnerships Expanding &
Deepening Strong Brand
Data Modeling with Conversions, Forecasts, and Projections
Relationships & Collaboration Reinforce GEM Methods Support Program Directors’
Preferences Student Care, Partner Care Social Media, Alumni, and
Service
/education.mercer.edu
@MercerEducation
/MercerEducation
Tumblr, Flickr, Google+, EventBrite, YouTube, LinkedIn & InstaGram
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at One College of Education
Social Media
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at
One College of Education
“Key Learning &Lingering Issues”
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at One College of
EducationKey Learning and Lingering Issues Education GEM in Georgia is highly complex Complexity requires high touch, high collaboration with students
and faculty: marketing, re-marketing, and recruiting take longer Improving Teacher Preparation (Accountability) sometimes at
odds with Access and Affordability for students Rate of Change Remains Rapid for Professional Standards Performance-Based Evaluation, Common Core, and
Commercialization of Higher Education Remain Top Concerns Still Lack Solid Alumni Strategy, Referral Program, Social Media
Listening Strategy, and Consistent Graduate Retention Plan
FINAL THOUGHTSBringing It All Together!
Admissions vs. Administration: How Graduate Enrollment Became Strategic and Student-Focused at One College of Education
Beware of “Best Practices” Claim and Guard Your Professionalism & Integrity Stakeholder Consideration Weighting of Students First Faculty Collaboration, Mutual Respect, and Shared Goals Prospects Need to Tell Their Story – Let Them Use CRM to Cultivate Inquiries Focus on Forming Classes Vs. Completing Activities & Tasks Work Six-Nine Months Ahead of Need Flag Early Warnings of Trend Changes Quickly Create Flow from Admissions to Orientation to
Matriculation
YOUR QUESTIONSResources for Further Support
Your presenter
Tracey M. Wofford, Ph.D.Director of Graduate AdmissionsTift College of Education 3001 Mercer University DriveAACC Building, Suite 585Atlanta, Georgia 30341678-547-6422 office Thanks for
Attending!!