Transcript Slide 1

Enrollment Management
Planning
Presented by
Jim Black, Ph.D.
Strategies for Strategies Sake
Student
Marketing
Student
Recruitment
Student
Services
Strategies
Student
Retention
KPIs
Goals
Objectives
Metrics
Student
Graduation
ROI
Objectives
Mission
Vision
Strategic
Core
Student
Initiatives
Values
Needs
Institutional Foundation
Industry
Needs
EM Plan Antecedents
Vision
Skills
Incentives
Resources
=FRUSTRATION
=ANXIETY
=CHANGE
CONFUSION
= GRADUAL
==FALSE
STARTS
CHANGE
Action Plan
Planning Cycle
Phase 1
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Current Reality
Conduct an external
audit of existing
practices and
strategic issues
Report on findings
and related
recommendations
Decide which
recommendations
require action and
become an
institutional priority
Phase 2
Strategic
Issues
Identify and answer
key research
questions
Use data as
actionable
intelligence
Target significant
strategic issues
Phase 3
Plan
Development
Audit complete
and priorities
established
Implementation
Evaluation
Grab the “low
hanging fruit” and
look for quick
“wins”
Measure the
effectiveness of
each major
initiative
Design strategies
to achieve stated
goals and
objectives
Ensure needed
antecedents of
success are in
place (e.g.,
training,
technology, space,
funding, incentives)
Continuously
improve
implementation
efforts based on
effectiveness
measure findings
Define the action
steps required to
complete each
strategy
Strategic issues
identified on the
basis of data
Phase 5
Identify goals and
objectives related
to each strategic
issue
Build a business
case for additional
resources (if
required)
PLANNING
MILESTONES
Phase 4
Plan written along
with action steps
Execute at the
highest level of
quality possible
Assess the degree
to which goals and
objectives were
met
Engage in “proof of
concept” pilots for
large-scale
initiatives
Implementation
following an
agreed upon
timeline
Evaluation and
continuous
improvement
PLANNING STATUS
STANDARD TIMEFRAME
3 months
3 months
3 months
1-3 Years
Ongoing
Planning Cycle
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Phase 1
Current Reality
• Conduct an external audit of existing practices
and strategic issues
• Report on findings and related
recommendations
• Decide which recommendations require action
and become an institutional priority
PLANNING
MILESTONES
Audit complete and priorities established
PLANNING STATUS
STANDARD TIMEFRAME
3 months
The Art of War
Know yourself.
Know your enemy.
Know the ground.
Know the weather.
Know Yourself
• Something you know
• Something you have
• Something you are
What Works? What
Matters?
• Expand to new markets
• Target audience
• The right courses and
programs
• Adequate class availability
• Manage capacity
• Invest in the Web
• Increase number of
communications or touch
points
Know Your Enemy
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SWOT
Program niches
Perceived value
Message
Response time
Resources
Tactics
Image
Overview: Awareness and Perception
Awareness and Perception Ratings for YOUR College
Overall Awareness
Your College
Colleges
1
2
3
How well do potential students know your school?
4
5
Awareness Rating
* Average awareness rating on a 5 pt. scale
•Comparison with other colleges in the region
30%
Awareness Breakout
25%
20%
What percent of students have reached the awareness
levels needed to select your school?
15%
10%
5%
•% of students at each level of awareness for your
school
• Five point scale ranging from “Never Heard Of” to
“Very Familiar”
0%
Never Heard
Of
Very
Familiar
Overall Perception
Your College
1
2
3
4
Very Unfavorable
5
Very Favorable
Perception Rating
How do potential students rate your school
overall? How does your school compare with
other colleges?
•Overall perception rating on a 5 pt. scale
•Comparison with other colleges
Positioning Matrix
Perception
Your College
Awareness
What is your school’s primary challenge –
increase awareness or improve perception?
•Overall awareness and perception
•Comparison with other colleges
Know the Ground
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Political frame
Human resource frame
Structural frame
Symbolic frame
The “black box”
The “boiling frog”
Know the Ground
Institutional Objectives
Strategies
Know the Weather
• Situational Analysis
– Enrollment trends
– Capacity analysis
– Population characteristics
– Yield analysis
– Retention and graduation rates
– Pricing and financial aid comparisons
– Competitor analysis
– Job trends
– Demographic trends
Exercise #1
Planning Direction
3-5
Environmental
Factors
Strategic
Opportunity Filters
Market-demand
Student-centered
Academic-focused
Strategies
Promise-oriented
3-5
Current
Reality
Market share
Risk management
Assessment/Analysis
Action
Planning Cycle
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Phase 2
Strategic Issues
• Identify and answer key research questions
• Use data as actionable intelligence
• Target significant strategic issues
PLANNING
MILESTONES
Strategic issues identified on the basis of data
PLANNING STATUS
STANDARD TIMEFRAME
3 months
Sample Strategic
Opportunities
1. Aggressive, integrated target marketing and recruitment
2. Be a retention-focused institution emphasizing student
success
3. Improve customer services and build loyalty
4. Maximize human capacity to promote the brand and
deliver on the promise of the brand
5. Leverage technology/communications to produce
enrollment results
6. Adopt a student-centric orientation
7. Optimize course availability at convenient
times/locations and through student desired formats to
meet market demand
Force Field Analysis
Prioritization
• Voting criteria:
– Potential impact on the institution’s enrollment
objectives
– The probability of success
Key Performance Indicators
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Institutional image
Student enrollment
Student diversity
Student satisfaction
Student retention
Institutional loyalty
Capacity management
Net revenue
Enrollment Metrics
Yield Rates
2
Awareness
Competitive
Position
Retention and
1
3
6
4
5
Market Share
Graduation Rates
Enrollments
Exercise #2
Strategic Opportunity: Increase Market Share
KPI #1: Increase headcount / FTE
Metrics
1. % increase of recent HS grads from previous years
2. Market share by high school
3. % increase of adult learners (first-time freshmen)
from previous years
4. % increase of adult learners (transfers) from
previous years
5. % increase of online learners from previous years
6. % increase of dual enrollment from previous years
7. % of full-time vs. part-time enrollment
8. Enrollment between credit and non-credit courses
9. Enrollment in undersubscribed programs
Planning Cycle
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Phase 3
Plan Development
• Identify goals and objectives related to each strategic
issue
• Design strategies to achieve stated goals and objectives
• Define the action steps required to complete each
strategy
• Build a business case for additional resources (if
required)
PLANNING
MILESTONES
Plan written along with action steps
PLANNING STATUS
STANDARD TIMEFRAME
3 months
Linking Metrics to
Strategies
Improve Student Satisfaction
• Reduce wait times
• Decrease service
complaints
• Increase service usage
• Eliminate student
runaround
Enrollment Strategy:
Prioritization Criteria
Meeting market demand
1.Student needs
2.Industry needs
3.Community needs
Supporting the institution’s mission
and academic objectives
Maximizing return on investment
1.Benefit to students or the institution
2.Impact on enrollment targets
3.Potential revenue vs. cost
Enhancing the student experience
1.Student satisfaction
2.Student engagement
3.Student success
Documenting the probability of a
successful implementation and
outcome
1.Antecedents for success are in place
(e.g., funding, human resources,
infrastructure, technology, leadership
support)
2.Data supporting the probability of a
successful outcome
Evaluator Comments:
Substantially
Exceeds Criteria
Exceeds
Criteria
Adequately
Meets
Criteria
Minimally
Meets Criteria
Does NOT
Meet Criteria
Sample Structure
Strategies
Implementation
Metrics
Improvements
Student
Communications
Team
Strategic Enrollment
Management Team
Outreach and
Recruitment
Team
Situational Analysis
Strategic Directions
Research Questions
Planning Coordination
Implementation Oversight
Retention
Team
Other Potential Teams
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Marketing
Research
Student Experience
Customer Service
Educational Product
Precision Scheduling
Advising
Exercise #3
1. Indentify strategies for one
metric.
2. Define your EM planning
structure.
Planning Cycle
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Phase 4
Implementation
• Grab the “low hanging fruit” and look for quick “wins”
• Ensure needed antecedents of success are in place
(e.g., training, technology, space, funding, incentives)
• Execute at the highest level of quality possible
• Engage in “proof of concept” pilots for large-scale
initiatives
PLANNING
MILESTONES
Implementation following an agreed upon
timeline
PLANNING STATUS
STANDARD TIMEFRAME
1-3 Years
The Flywheel
High Performing
Organizations
Innovation
Operations Management
Supplier relationships
Production capacity
Distribution capacity
Risk management
Impacts
Impacts
Enables
Knowledge Management
Relationship Management
Selection and targeting
Outreach
Relation cultivation
Retention
New product opportunities
Product design/development
Products to market
Product portfolio
Aligns
Human capital
Information capital
Organizational culture
Adapted from Kaplan and Norton, 2005
Human Capital
People are the only
sustainable competitive
advantage that exists.
At the end of the day, 95% of our
organization’s assets walk out the
door…
Management’s job is to make them
want to come back.
Attributes of a Learning
Organization
• Employees feel what they do matters
• Personal /professional growth emphasized
• Collective knowledge is emphasized over
individual expertise
• Employees are encouraged to understand their
organization beyond current scope
• Employees have easy access to just-in-time
information
Antecedents to Employee
Success
•Just-in-time information
•The right people on the bus
•Organizational structure
•Faculty and staff learning
•Adequate resources
•Clear policies and procedures
•Process efficiencies
•Technology optimization
•Incentive to innovate
•Leadership support
•Accountability
Perfecting Strategy
To thrive in the future, we must have the
intelligence that allows our organizations
to FOCUS on the right strategic issues and
the institutional WILL to act.
Exercise #4
What are the antecedents for
successful implementation of
your enrollment management
plan?
Planning Cycle
PROCESS STEPS
PLANNING PROCESS
ACTIVITIES
Phase 5
Evaluation
• Measure the effectiveness of each major
initiative
• Continuously improve implementation efforts
based on effectiveness measure findings
• Assess the degree to which goals and
objectives were met
PLANNING
MILESTONES
Evaluation and continuous improvement
PLANNING STATUS
STANDARD TIMEFRAME
Ongoing
If it moves, track it!
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Communications
Interactions
Transactions
Learning objectives
Learning outcomes
Learner preferences
Complaints
Success stories
Wins/losses with
competitors
You can’t manage what you can’t
measure.
• Awareness of the
institution
• Institutional image
• Staff productivity
• Effectiveness of
enrollment efforts
• Price elasticity
Insanity is defined as...
doing the same things tomorrow
that we do today and expecting
different results.
Information Continuum
Silos
Conversation
Courting
Fusion
Definition of Actionable
Intelligence
Having the necessary information
immediately available in order to deal
with the situation at hand.
Exercise #5
Identify the necessary
infrastructure to collect,
analyze, and act on
effectiveness measures
and metrics.
Strategic Approach
Quick Wins
Low Hanging Fruit
Incremental
Maximum ROI
Build Infrastructure
and Incentives
as Enrollment
Grows
Strategic Approach
Internal Campaign
External Campaign
Enrollment Management Vision Map
Credit/CEED
Workforce Portfolios Consistent Policies,
Procedures, Practices
(Nov 07)
(July 08)
Inquiry/Applicant Web Tutorials
Communications
(June 08)
Plan (Nov 07)
External
Marketing
Shared Service Plan (09)
Center (July 08)
CAPP
Online
Implementation
Application
(Nov 07)
(Jan 09)
Integrated Credit
& CEED Outreach
(Nov 07)
Exercise #6
Outline the components
of your enrollment
management plan.
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