Comprehensive Enrollment Management Program

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Comprehensive Enrollment Management Program
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INTRODUCTIONS

• Dave Radcliff Associate Director, 
  Site OperationsMilitary Distance Learning
• Kirk Dewyea, Regional Director ODL USA, PVCC,
  BRCC, MJH
• Iva E. Armstrong Fort Myers
• Mary-Ann Heubusch Fort
  Myers/Pentagon
• Donald McCary-Fort Belvoir
• Emily G. Robertson-Dahlgren/Quantico

• Deanna Kroner-Dahlgren
• Terri Wysor-Fort Lee
• David Morgan-
  Fort Eustis/Monroe/Langley
• Victor Reyes-Dam Neck/Portsmouth Navy Regional
  Medical Center/ USCG ISC Portsmouth
• Florence Hayes-Addison Little Creek/Oceana
• Pamela Beatty NSN Norfolk
• Tiana F. Karst Quantico

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Office of Distance LearningOld Dominion
UniversityEnrollment Management
What, if anything, do the sites do to attract
transfer students?
Transfer Committee Presentation September 29,
2008 Chesapeake Room, Webb Center, from 1000am -
1130am
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Questions cause us to Re-think what we do?

• Dr. Kochs personal challenge 1994
• Who are those students that contacted you? (name,
  address, phone, email)
• How did they hear about us?
• How do we encourage them to apply?
• What makes them register?
• What makes them re-enroll?
• How do we make them successful graduates?

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MarketingThis focus is too narrow.

• Eight steps in an advertising campaign
• Market research
• Setting out aims
• Budgeting
• Choice of media (television, newspaper/magazines,
  radio, web, outdoor)
• Design and wording
• 4Ps- Product, Price, Placement Promotion
• Branding
• Marketing Communications
• Public Relations
• Co-ordination
• Test results
• Youve brought them to the door, now what? Is
  that all you do?

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Enrollment Management

• is an organizational concept and a systematic
  set of activities designed to enable educational
  institutions to exert more influence over their
  student enrollments. Strategies and tactics are
  informed by collection, analysis, and use of data
  to project successful outcomes.

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Enrollment Managementshould be Our FOCUS

• At the site level, Enrollment Management is a
  systematic set of activities designed to enable
  the site to exert more influence over their
  student enrollments.
• Recruitment
• Retention
• Data Driven Decision Making

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REVISION OF SD Position DescriptionTerri
Wheaton, Regenia Hill, Kirk Dewyea

• Enrollment Management PART 1 RECRUITMENT
• Recruitment begins with data collection
  and the creation of an annual enrollment
  generation plan (marketing plan). Part of this
  plan is the yearly activities calendar
  (internal/external) that drives day to day
  activities with the purpose of increasing
  contacts, applications, enrollments, and
  ultimately graduates. The activities plan guides
  and directs activities such as, but not limited
  to,
• Creating an annual communications plan with
  administrators, faculty, staff, and key community
  partners (who, what do the need to know about
  ODU, when, why, how-format).
• Conducting public relations and marketing through
  the use of displays, promotional materials,
  presentations, mailings, and other activities.
• Networking and partnership management through
  communication, participation in local events and
  program articulation.
• Assessing and planning for opportunities and
  threats in the service region.

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REVISION OF SD Position Description Terri
Wheaton, Regenia Hill, Kirk Dewyea

• Enrollment Management PART 2 - RETENTION
• Retention is impacted at the site level by
  the efficiency and effectiveness of the student
  advising/communication processes. Site directors
  must effectively assess and guide students with
  timely and accurate communication. They must
  take a student centered approach to follow up,
  communication, and tracking. They ensure that
  the different parts of the university work
  together to produce graduates in the most
  effective and efficient manner.
• Communicating with students regarding their
  degree audit and coordinating with campus offices
  to support graduation.
• Advising students for Academic and Student
  Success
• Assisting students with Career Management
  Services that support their professional goals.
• Assisting students in graduation planning process
  and post graduation goals.

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REVISION OF SD Position Description Terri
Wheaton, Regenia Hill, Kirk Dewyea

• Enrollment Management PART 3 -Data Driven
  Decision Making
• Data driven decision making insures that
  plans and activities are informed by collection,
  analysis, and use of data. Activities that
  produce measurable improvements are continued
  and/or expanded, while those that do not are
  discontinued or continuously improved. Site
  directors serve as the primary data collector for
  their service region and use this knowledge to
  guide activities and recommendations for
  investment by the university in current/future
  activities. Activities in this function
  include, but are not limited to
• Analyzing data collected from past enrollment
  generation plans prospect contact data
  application reports enrollment reports and
  SCHEV/university data.
• Developing and implementing enrollment generation
  plans and activities based upon data collected
  and partnership/feeder analysis by program
  service area needs assessments and focus groups.
• Evaluating results and continually improving
  plans using sound problem solving processes and
  work groups.

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(No Transcript)
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Maximizing STUDENT SUCCESS at each stage?
Contacts
Applicants
Registered Students
Graduates
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Maximizing STUDENT SUCCESS at each stage?

• Who are our students?
• How do they hear about us?
• Where do we recruit?
• Who are the Gatekeepers?
• What do prospective students want?
• What do they need to know to make a decision to
  contact us?
• How do we respond to their contact so that it
  encourages applications?

Contacts
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Maximizing STUDENT SUCCESS at each stage?
Contacts
Applicants

• What encourages applications?
• What is the process to apply?
• How easy can you make it?
• Accurate Timely Information
• Once they are admitted, what processes ease
  registration?

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Maximizing STUDENT SUCCESS at each stage?
Contacts
Applicants
Registered Students

• Orientation Registration Meetings
• Timely and Accurate Advising
• Accessible and Easy to use Schedule Long Range
  Planning,
• Cost, Support, Communication

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Maximizing STUDENT SUCCESS at each stage?
Contacts (75 of 360)
Applicants (40-50)
Registered Students

• Long Range Schedules
• Degree Audits
• Academic Support
• Advising
• Career Management Services
• Graduation Post Graduation planning support

Graduates
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Distance Learning Mission

• Enrollment Management
• Overview
• Recruitment
• Annual Enrollment Generation Plan
• Monthly Activities Calendar (300-400
  inquiries)
• Weekly Prospect Contact Tracking and Follow Up
  (240-360 face to face meetings)
• Admission and Enrollment Report Analysis (40-50
  applications for Fall)
• Activity Report (Benchmarking and
  Organizational Learning)
• Retention
• Degree Audit
• Advising for Academic and Student Success
• Student Services
• Career Management Services
• Graduation and Post Graduation Planning
• Data Driven Decision Making
• Continuous Improvement

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EXAMPLE
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Inquiries for Academic Year 07-08 Undergraduate
Inquiries
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Inquiries for 07-08 How they heard about ODU
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REPORT CARD- How did we do? Enrollment Analysis
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Questions or Comments

• Kirk Dewyea
• 434-977-3262
• kdewyea_at_odu.edu

http//www.brcc.edu/odu