Noel-Levitz Recruitment and Retention Update

National Context

KVCC Context

Marketing and Recruitment Strategies

1. Increase Early College applications and enrollment (*note – the 17 and under age group was the only population with an enrollment increase this semester. Up 167 students – 32% from 521 in 2013 to 688 in 2014.)  Developing marketing materials to bring clarity to various programs, dual- enrollment, early college, and early middle college initiatives  Offering high school on-site advising and registration for dual enrollment and early middle college students

2. Increase market share from in-district high schools and local out-of-district high schools while maintaining high school FTIAC enrollment  Develop data-driven reports to develop market segment and applicant reports  Expansion of high school campus visit program (bringing in more schools to tour Kalamazoo Valley campuses)  Expand the number of high school visits  Develop customized marketing outreach plan – , text, phone, letters  Creating scholarships to recruit high-achieving high school graduates

3. Increase veterans’ enrollment  Develop customized veteran content-related workflow for communicating  Hiring student-veteran work study to help with recruiting and retaining veteran students  Providing programs and events to recruit and retain student veterans

4. Develop outreach strategies to increase under- represented populations (African American and Hispanic)  Expanding contacts with area organizations to build partnerships for recruitment  Assessing and updating marketing materials and website to maximize efforts and reflect KVCC’s diverse population  Assessing current programs offered on campus to recruit and retain underrepresented populations

5. Develop outreach strategies to nontraditional populations  Expanding contacts with area businesses/organizations to build recruitment partnerships  Analyze academic and student service programs to identify best practices for recruiting and retaining nontraditional students  Developing customized content for communicating through recruiter to adult populations

Retention Strategies

Fall 2012 KVCC Retention First time students3,200 Re-enrolled students1,400 Retention rate 44%

 Faculty Efforts for Student Retention  Faculty Success Center to provide professional development for faculty to maintain their position on the cutting edge of educational delivery  Identifying ways to capitalize on what we are already doing and integrate them into our retention efforts Strategy 1

 First-Year Experience (FYE Course)  This course is designed for first-time college students to broaden their knowledge and abilities necessary for college success and to build a sense of community.  Students will enhance their awareness of the KVCC campuses and resources available.  Topics will include academic planning, career planning and civility, financial planning for college, health and wellness, interpersonal skills, technology awareness, personal empowerment and time management.  3 sections in the Winter 2015 Semester Strategy 2

 Require all new and transfer students to participate in a comprehensive orientation event designed to contribute to a seamless transition into the KVCC experience. What we have done:  Reviewed and established an orientation curriculum that includes:  The addition of a detailed financial literacy component  Opportunity for early faculty engagement  More one-on-one time with counselor for academic advisement Strategy 3

 Mandatory Advising  Probationary Students – Phased in Summer 2015 Recommending –  Undecided students with 30 or more credit hours - Proposed Fall 2015 Strategy 4

 Academic Probation Policy  Academic Probation  Academic Warning  Academic Dismissal Next Step: Phased implementation Strategy 5

 Learning Communities – Summer Bridging Program  8-week course, 6/30-8/18/14  14 Kalamazoo Promise Students  What worked?  Class size  Faculty and staff participation (presentations)  Location, time, and day  Progress reports  Students could relate to the facilitator and co-facilitator  Next Steps  Planning for Summer 2015 with section(s) open to all students Strategy 6

First time students2700 Re-enrolled students1,200 Retention rate 46% Fall 2013 KVCC Retention

Academic Program Demand Analysis

Introduction  Analysis conducted in the Spring and Summer 2014  Online Surveys  years old  N = 400  Geographical Area (Counties)  Allegan  Van Buren  Kalamazoo  St. Joseph  Berrien  Cass  Barry N-L POS Overview

 Programs Tested  Key Findings (most popular)  Certificate:  Mechatronics  Child Development and Early Education  Web page/digital media  Computer programming, software design  Radiology  Registered Nurse N-L POS Overview

 Key Findings (most popular) (continued):  Associates Programs  Computer programming, software design  Electrician  Horticulture  Registered Nurse  Restaurant, culinary, and catering management  Legal assistant, paralegal  Machine tool  HVAC technician  Sonography  Web page/digital media  Accounting/bookkeeping  Radiology  Chef training  Computer networking N-L POS Overview

 Enrollment Potential  Certificate  Medical  Mechatronics  Web page/digital media  Chef training  Electrician  Machine tool  Computer programming  HVAC  Power sports mechanic  Accounting/bookkeeping  Child development N-L POS Overview

 Enrollment Potential (continued)  Associates  Medical  Computer programming, software design  Accounting  Electrician  Horticulture  Web page/digital media  Restaurant, culinary, catering  Medical equipment repair  Machine tool  HVAC  Computer networking N-L POS Overview

 Offering Opportunities  Weekday evenings  Online or blended  Short, intensive – certificate programs  Laddering of credentials N-L POS Overview

 Level of Interest in General Areas of Study  Certificate: n = 156  Associates: n = 244 N-L POS Overview

 Choosing Today  Certificate (> 5%)  Mechatronics  Child development  Web page/digital media  Associates (> 5%)  Computer programming, software design  Electrician  Horticulture  Registered Nurse  Restaurant/Culinary/Catering Management N-L POS Overview

 Certificate Enrollment Projections  Radiology Tech62  RN62  Physical Therapy Assistant41  Mechatronics28  Nurse Assistant21  Web page/digital media14  Chef12  Vet Tech12 N-L POS Overview

 Associates Enrollment Projections (annual)  RN84  Computer programmer, software design30  Sonography27  Radiology Tech23  Accounting/Bookkeeping23  Vet Tech14  Physical Therapy Assistant14  Electrician11 N-L POS Overview

 Employer Data  49/900 Responded or 5.4%  Skills Hardest to Find in Recent Graduates  Machinists with knowledge of metal cutting  Memo writing  Computer skills  Math skills  Typing skills  Versatility in programming languages  CNAs  Metal properties  People social skills and soft skills (problem solving, work independently, professionalism, promptness, real work experience, etc.) N-L POS Overview

 Next Steps  Analyze findings to include:  Deans  Faculty  Career and Student Services  Recruitment  Expand conversation with employers  Focus groups  Determine employment potentials for graduates  Determine potential earnings of graduates  Make recommendation(s) N-L POS Overview

Reference: Karford, K. (2014). Academic program demand analysis, Kalamazoo Valley Community College, Kalamazoo, MI. Noel-Levitz N-L POS Overview