65 th Annual SACRAO Conference Covington, KY February 14, 2012 Strategic Enrollment Management: S.M.A.R.T. Faculty

Our Presenters John Mason Dr. Elaine Artman Tonya F. Whitlock

Goals For This Session Provide tools to understand the “Dark Side” (Faculty) Discuss proven strategies for collaboration Explore ways to develop a 50,000 foot view Share lessons gleaned from past SEM failures Review the core components of a dynamic SEM plan Work through a case study

Faculty Driven Ice Breaker The Magic Wand You have just found a magic wand that allows you to make three changes. You can change anything you want. However for this session you must use your wishes for the following: 1.A change in how faculty OPERATE (work) 2.A change in how faculty are EVALUATED 3.A change in WHO gets faculty status Once you are done…share with three people Together list your TOP choices for each area

Faculty Driven Ice Breaker The Magic Wand Says…

The Basics of SEM

Background of SEM Age of Recruitment Mid 1970’s to mid 1980’s Focus – increasing enrollment by using recruitment models and creative financial aid packages Age of Structure Mid 1980’s to 2005 Focus – developing the organizational structure Age of Academic Context 2005 to today Incorporating academics in the structure

Definition SEM... Comprehensive process optimizing recruitment, retention and graduation rates to help achieve and maintain optimum enrollment Goal... Generate and stabilize the student body and revenue Function of... Enrollment Management, Student Affairs or a cross-functional “Hybrid” Campus Committee

Across Party Lines Country First! Yes We Can!

SEM... Institutional Effort Can be integrated with Institutional Effectiveness Planning Functions At least needs Admissions, Financial Aid, Registrar, Orientation, and Student Affairs on a cross-functional team

What Can You Ask of Faculty? Enrollment Management

S.M.A.R.T. Faculty Strategic (Minded) Measurably (Driven) Attainable (Acting) Realistic (Partnering) Timely (Delivering)

Why are faculty NOT participating? Won’t do it unless leveraged WIFM? Not in contract Release time Tenure Tango Loss of positions is inevitable

Faculty Involvement Open Campus days Tell us when they are Invite us to be visible Tell us what you need or want You have not because you ask not

EXPERIENCE A CLASS Lively lectures Visit/attend a class We don’t mind if the prospective student asks a question in class!

Parent/Faculty Interaction Family – faculty lunches Assign a table and time

PERSONAL CONTACT (non-teaching) ‘Phone night’ Invite questions Information sessions

Student Affairs How to Encourage Faculty Participation

Collaboration Must know the spheres of influence Three ways to include academia: To set goals in academic terms To include academia in the SEM governance To change the overall organizational structure to include academia in the SEM model

Encouraging Faculty to Participate Whatever is contracted... Piedmont Physicians Group Whatever in mandated... Whatever is measured... Technical College System of Georgia Whatever is currently implemented... Community Service Projects Mission Trips

References American Association of Collegiate Registrars and Admission Officers. (2001). The strategic enrollment management revolution. (J. Black, Ed.) Washington, D.C.: American Assocation of Collegiate Registrars and Amission Officers. Bontrager, B. (2004). Developing an enrollment management organization. In J. Black, & J. B. Associates (Ed.), In Essentials of Enrollment Management: Cases in the Field. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers. Dolence, M. (1996). Strategic enrollment manaegment: Cases from the field. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers. Dolence, M. (1993). Strategic enrollment management: A primer for campus administrators. Washington, D. C.: American Association of Collegiate Registrars and Admissions Officers. Doyle, W. (2010). Changes in institutional aid, : The evolving roles of merit aid. Resources in Higher Education, Henderson, S. (2005). Refocusing: Losing structure and finding the academic context. College and University Journal, 80 (3), 3-8. Johnson, I. (2008). Enrollment, persistence and graduation of in-state students at public research university: Does high school matter? Research in Higher Education, 49 (8), American Association of Collegiate Registrars and Admission Officers. (2001). The strategic enrollment management revolution. (J. Black, Ed.) Washington, D.C.: American Assocation of Collegiate Registrars and Amission Officers. Bontrager, B. (2004). Developing an enrollment management organization. In J. Black, & J. B. Associates (Ed.), In Essentials of Enrollment Management: Cases in the Field. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers. Dolence, M. (1996). Strategic enrollment manaegment: Cases from the field. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers. Dolence, M. (1993). Strategic enrollment management: A primer for campus administrators. Washington, D. C.: American Association of Collegiate Registrars and Admissions Officers.

References continued... Doyle, W. (2010). Changes in institutional aid, : The evolving roles of merit aid. Resources in Higher Education, Henderson, S. (2005). Refocusing: Losing structure and finding the academic context. College and University Journal, 80 (3), 3-8. Johnson, I. (2008). Enrollment, persistence and graduation of in-state students at public research university: Does high school matter? Research in Higher Education, 49 (8), Kemerer, F. B. (1982). Strateies for effective enrollment management. Washington, D.C.: American Association of State Colleges and Universities. Maguire, J. (1976). To the organizaed go the students. Bridge Magazine, 39 (1), Massa, R. (2004). Making enrollment management work. In J. Black, In Essentials of Enrollment Management: Cases in the Field. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers. Newman, C. (2002). The current state of marketing activity among higher education institutions. Journal of Marketing for Higher Education, 72 (1), Schee, B. (2009). Embracing enrollment management: A comprehensive approach to college student marketing. Academy of Marketing Studies Journal, 13 (1), Seidman, A. (1995). Entention Resources for Individuals & Educational Institutions. Retrieved October 3, 2011, from Center for the Study of College Student Retention: West Georgia Technical College, (n.d.). Human Resources. Retrieved October 3, 2011, from West Georgia Technical College: Wilkerson, R. T.-T. (2007). A practical guide to strategic enrollment management in higher education. Retrieved October 8, 2011, from Educational Policy Institute:

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