Title: Addressing the Downward Prospective Student Market Trends for Engineering Majors: UMR
1Addressing the Downward Prospective Student
Market Trends for Engineering Majors UMRs New
Pipeline
- A Strategy for Growing Engineering Enrollments of
Women and Underrepresented Students - Cecilia Elmore, Womens Leadership Institute
- Jay Goff, Enrollment Management
- Marcus Huggans, PH.D., Student Diversity Programs
-
- University of Missouri-Rolla
- www.umr.edu
2Overview
- Quick introduction to UMR
- Student Market Data focused on Women and
Underrepresented Students - How UMR has Responded to Embrace an Aggressive
Strategic Plan for Campus Wide Diversity
3Program Deliverables
- Current, National Student Market Data for
Engineering Fields - A Review of Recruitment Data Tools and Reports
- An Enrollment Model Position for Expanding
Diversity Programs in Light of Shrinking Budgets - Ideas for Regular Program Assessment
4Rolla, 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
5History
- Founded in 1870 as the University of Missouri
School of Mines and Metallurgy - The first technological institution west of the
Mississippi River and one of the first in the
nation. - Became the University of Missouri-Rolla in 1964
- curricula expanded to encompass the full range of
engineering and scientific subjects BS, MS,
Ph.D. - Grew to include 18 engineering degrees
- 2001 UM Board of Curators approved a new school
of management and information systems
6EnrollmentSTRATEGIC PLAN GOAL Grow to 6500-7000
Students
- TOTAL Enrollment 5400
- Undergraduate Students 4100
- Graduate Students 1300
- Freshman class 900
- 2003, 2004 Largest New Student Classes in 15
years
- Class Locations
- Campus 91
- Distance 9
7UMR's Academic Major Distribution by Headcount
8Enrollment Trend
New Enrollment Management Plan initiated in 2001
9Undergraduate Demographics
- Average Age 21.6 years old
- Gender
- 23 Female
- 77 Male
- First Generation College Students
- 2004-05 39
- Residency
- Missouri Residents 76
- Out-State Students 24
- Ethnicity
- African-American 4
- Asian-American 3
- Caucasian 83
- Hispanic 2
- Native-American 1
10On-Campus EnrollmentBy Gender
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13Current Student Success
- Retention Rates, 2004
- General Student Body 85
- Female Students 90
- Minority Students 91
- CAMPUS GOAL 87
- Graduation Rates, 2004
- General Student Body 63
- Female Students 69
- Minority Students 71
- CAMPUS GOAL 70
14Student Market Data
15Projected Change in High School
Graduates 2002-2012
9
-17
-11
-20
-4
-10
7
-10
11
-6
-11
4
-2
-22
-2
-1
-3
-8
0
-7
53
-3
10
3
5
7
5
4
-7
3
12
6
-6
-4
3
-10
13
8
20
-8
2
-1
-3
2
16
-1
-12
7
9
9
gt 20 11 to 20 0 to 10 Decreases
-10
16Additional Need to Focus on Diversity Pipeline
Markets
SOURCE U.S. Department of Education, National
Center for Education Statistics, State Public
Elementary and Secondary Enrollment Model, and
State Public High School Graduates Model. May
2002.
17ACT Policy Report, May 2003
18ACT Social Policy, May 2003 Maintaining a Strong
Engineering Workforce Report
- Study and comprehensive policy report examining
twelve-year trends and including over 750,000 ACT
test takers. - "The future of engineering in the U.S. may be in
jeopardy," said Richard J. Noeth, director of
ACT's Office of Policy Research and a co-author
of the study. "We don't have the numbers of
prospective students, and many of those students
aren't prepared. The science of engineering
impacts many important aspects of our day-to-day
lives... so these findings should not be taken
lightly. - The future of diversity in U.S. engineering is
also in question. Not only have fewer students
expressed interest in engineering careers, but
also fewer females and minorities. - "Engineering is a good, high-paying occupation
which is likely to be growing in the future,"
Noeth said. "It should be a very attractive and
popular field of study for today's top high
school students. Unfortunately, that doesn't
appear to be the case." - "If we want a viable engineering workforce in the
future, we must work diligently to better prepare
and recruit more able females and minorities to
the field so that it better represents our
changing population.
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20High School Graduates Interested in Engineering
Majors
21 of College Bound Students Selecting an
Engineering Major
22Female High School Graduates Interested in
Engineering Majors
23Potential Minority Engineering Majors
24AIM Using ACT Data to Improve Recruitment
Yield through Predictive Modeling
25Missouris 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)
- UMRs Freshmen Engineering Majors 520
- from Missouri
26Missouris 2004 Female Student Funnel for
Engineering
- High School Seniors 30,332
- High School Graduates 26,692
- ACT Testers/College Bound 23,571
- Any Engineering Interest, all scores 236
- Engineering Interest, 21 comp. score 182
- (21 MO average score / 50)
- Engineering Interest, 24 comp. score 138
- (24 UM minimum for admission)
27Missouris 2004 African-American Student Funnel
for Engineering
- High School Seniors 8561
- High School Graduates 7536
- ACT Testers/College Bound 3850
- Any Engineering Interest, all scores 167
- Engin. Interest, 21 comp. score 36
- (21 MO average score / 50)
- Engin. Interest, 24 comp. score 15
- (24 UM minimum for auto admission)
28Understanding Psychographic Data Lifestyles of
Female Engineering Students
- Lifestyle Segmentation SystemPRIZM is the most
widely used neighborhood target marketing system
in the United States. Claritas founded the U.S.
geodemographic industry when it launched the
first PRIZM segmentation system in 1974. - UMR students studied Claritas reports which
categorized current and prospective female
students by PRIZM segments to attempt to develop
an interest segmented marketing approach. - http//www.clusterbigip1.claritas.com
29PRIZM segments
- Consumer segmentation and targeting systems used
to classify U.S. households - Based on demographic, socioeconomic, housing, and
consumer demand data - Groups of people with similar common interests,
behaviors, and purchasing patterns at similar
points in their lives - Also called Clusters
- There are 60 different cluster groups in
existence among the women of UMR. - The majority of women at UMR fall into 11 major
clusters.
30Top UMR Female PRIZM Segments
- (20) Fast-Track Families Landed Gentry
- (33) Big Sky Families Country Comfort
- (51) Shotguns Pickups Middle America
- (37) Mayberry-ville Country Comfort
- (13) Upward Bound 2nd City Society
- (5) Country Squires Landed Gentry
31Summary of Female Prospects
- Demographics
- Mostly white, with some Asian and American Indian
- Come from a variety of class families (36,165 to
80,044) - Predominantly from suburban or rural areas.
- Psychographics
- Enjoy variety of activities, ranging from hunting
and fishing to country club sports to staying
home watching TV. - Buy a lot of electronics and sporting equipment.
32Best Communication Topics to Reach the
Prospective Female Tech Students
- Technology
- Sports
- Outdoors
- Reading
33Results from 2003-04University Wide Diversity
Initiative Student Diversity Programs
Womens Leadership Institute Center for
Pre-College ProgramsTaking One 30 year-old
Program and Expanding it to Three
34Strategic Plan Enrollment Goals
- GOALS Enrollment Diversity
- Overall Enrollment of 6000 (5500 on campus, 500
off campus programs) - New Student Goals
- 900 students first-time freshmen
- 425 transfer students
- 425 graduate students
- total of 1750 new students overall
35GOAL for Diversity Initiative
- Create a University-wide recruitment and support
system to further increase the number of
under-represented minority and female students
attending and graduating from UMR. - The new program will work to preserve and learn
from the successful elements developed in UMRs
long-standing MEP model. - Ultimately the new programs will coordinate with
other campus units to match or exceed the
enrollment and retention goals defined in UMRs
Strategic Enrollment Plan and provide support for
students in all UMR majors.
36University Wide Student Diversity
InitiativeFocus Points
37New Diversity Initiative Structure
38Programming Focuses
- Market Specific Recruitment Plans
- Retention Academic Support Plans
- Student Organizations
- Scholarships Fundraising
- Mentoring Advising
- Summer Camps Workshops
- Student Resource Areas
39Student Diversity Programs Mission Statement
Goals
- The SDPs mission is to identify, enroll, and
develop talented under-represented students, and
prepare them for corporate and community
leadership. The SDP provides a number of
activities and programs for students to learn how
to obtain academic and professional success. Its
goals encourage student involvement and strategic
leadership in campus and community organizations
through involvement. - Objective Create a more diverse culture at
UMR. - Goal 1 (Recruitment/Enrollment) Increase
enrollment of underrepresented students at UMR to
10 of Total Undergraduate Student Population by
2010. - Goal 2 (Fundraising) Develop and execute
strategies to raise scholarship funding and
endowments as to provide - Goal 3 (Retention) Provide appropriate Academic
Personal Support Systems that enhance student
success. This activities should Develop a
culture that compels students to return,
contribute, and mentor. (7 Week Bridge and
Master Student) - Goal 4 (Full-Circle) Leverage MEPs graduates
for mentoring, contributions, leadership, and
campus involvement. - The ultimate goal of the four year program is to
enable more students to be ready to persist
through the rigors of academia and equip them
with the necessary leadership skills to
immediately be an asset to corporations and the
community.
40SDP STRUCTURE
Master Student Program
Outreach, Recruitment Retention
Student Mentors
UMR Student Diversity Programs (SDP)
Scholarships
Special Campus Programs, Speakers, Resources
MEP (Minority Science Engineering Program)
41SDP Activities
- Fundraising - Scholarship Fundraising and
Distribution - Retention 7 Week Summer Bridge Program, Master
Student Classes, 3.0 Banquet, Mentoring/Student
Academic Counseling, Welcome Back Picnics, etc. - Recruitment NSBE PCI,SHPE Se Si Puede,
Admissions Diversity Showcase/Open House/PRO, 37
High School visits in St. Louis and Kansas City,
and Student Professional Conferences (i.e. NSBE,
SHPE, etc.) - Encourage Residential College Learning
Communities - Guest Lecturers Dr. Pamela McCauley-Bell, Mr.
Kenneth Morgan, etc. - Alumni Spotlight/ MEP 30th Anniversary
- MEP/Student Organizations NSBE, SHPE, SWE
- Resource Center Alcoa Study Center
- Corporate Professional Growth Night to Network,
Professional Society Meeting, etc.
42MEP WEBSITE
43SDP WEBSITE
44Under-represented Student Websites
- Student Diversity Programs Website
- http//campus.umr.edu/studiv/
- Minority Science Engineering Program Website
- http//campus.umr.edu/mep/
- Information about Under-represented Minority
Students Programs and Funding - Events Calendar
- Scholarship Applications
- Scholarship Criteria
45A Womens Leadership Institute?
- Developing an umbrella unit from a
strengths-based assessment
46Womens Leadership Institute Mission Statement
Goals
-
- The WLIs mission is to serve as an Educational
and Professional Development Resource Center for
all UMR Students. The WLI provides a number of
activities and programs for students to learn
about leadership from the female perspective.
Its goals encourage student involvement and
strategic leadership in campus and community
organizations. - The ultimate goal of the two year program is to
enable more students to be ready to assume
leadership and management positions after
completing their studies at UMR.
- Goals
- 1. Increase the number of female first-time
freshman to 285 for FS2005 - Increase the female first year retention rate to
92 - Increase the 6-year graduation rate to 70 for
female students - Increase the number of students participating in
the Women As Global Leaders Class and Living
Learning Community to 90 students
47Women As Global Leaders Class/ Res College
Outreach, Recruitment Retention
Scholarships
UMR Womens Leadership Institute (WLI)
Speakers Bureau
Special Campus Programs, Mentoring Resources
WISE (Women in Science Engineering)
48WLI Activities
- Scholarship Fundraising and Distribution
- Women as Global Leaders Class
- Residential College Learning Communities
- Guest Lecturers
- Womens Hall of Fame/WISE 30th Anniversary
- Recruitment Events-EYH, Lock-Ins, Summer
Programs, Joint events with Admissions and PRO - Workshops and joint events with SDP/MEP-Nightto
Network, Welcome Back Picnic, Graduation
Receptions, Craft Nights - WISE/Student Organizations-SWE
- Resource Center/Library
- Mentoring Programs-MentorNet
- Professional Development-Conferences, workshops
49Enrollment Progressfor Fall 2005
- WLI
- 336 admitted women
- 142 with enrollment deposits
- 62 WISE scholarship accepts
- SDP
- 104 admitted minority students
- ?? with enrollment deposits
- 36 MEP scholarship accepts
50WLI WEBSITEhttp//wli.umr.edu
51WISE WEBSITEhttp//wise.umr.edu
52How Campus Can Help the Diversity Initiative
Prosper
Challenging the Campus Community
- Support Activities through attendance, internal
promotion, and encouraging the campus community
to participate. - Serve on the SDP or WLI Campus Advisory Boards
and Committees - Include a diversity component in your research
and gift proposals that incorporates the SDP
WLI programming - THINK Diversifying UMR is not an overnight
process, but with a little extra thought and
effort, we can change the campus for a better
future.
53Questions?