The Enrollment Funnel Scott Smiley Director of Admissions University of Texas of the Permian Basin (UTPB)

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Presentation transcript:

The Enrollment Funnel Scott Smiley Director of Admissions University of Texas of the Permian Basin (UTPB)

What is it and Where did it come from? Businesses have long used the sales/marketing funnel as a visual tool. As enrollment pressures began to hit institutions across the country, more and more turned to existing business tools to reach their goals. Has become the foundation for assessing certain activities in enrollment management.

The Funnel Visual representation of recruitment efforts Easily understood by administrators and faculty Can be segmented based on the target populations Analysis of yield can determine strategic and tactical activities

The Funnel Conversion Rate Prospects/Inquiries to Applicants Applicants to Admits Yield Rate Admits to Enrolled

Example: Freshman 2013 Funnel _________ 12,370 ___________ 1,684 (13.6% Conv.) _____________ 718 (42.6% Conv.) _______________ 362 (50.4% Yield)

Example: Transfer 2013 Funnel _________ 1,532 ___________ 1,448 (95.5% Conv.) _____________ 990 (68.4% Conv.) _______________ 590 (59.6% Yield)

Decision Points Funnel

Entering the Funnel

Decision Points(Institution & Admission Counselor) Inquiry/Prospect/Suspect Inst - Image Building, Brand Awareness, Positioning (Search, Direct Mail/ , Advertising/Publications) AC – College Fairs, HSV, Follow-up s, Invitations to Events Applicants Inst – Market Position Enhancement – How do we compare to possible applicant set? What sets us apart? AC – follow-up by major & interest areas, personalize communication, Connect and engage with students, help with application completion

Decision Points (Institution & Admission Counselor) Admits Inst – Admission & Financial Aid Offers, Yield and Enrollment Activities AC – Engage students and parents about scholarship & financial aid, events to connect students (regional send- offs, social media outreach, phone calls (faculty & students), get student to enroll/register for classes Matriculants/Continuing Students Inst – Profile of Students, Retention Strategies AC – Assess yield (multi-level assessment – i.e. demographics, academic) – Adjust strategic and tactical efforts based on assessment data.

Decision Points (Institution & Admission Counselor) Alumni Inst – Develop Loyalty, Connect before Graduation AC – Develop relationship with alumni in regional areas and professional fields for volunteer efforts

Yield’s Impact See Handout With everything held constant, with the exception of an increased yield rate of 2 percentage points generates $213,114 in Tuition/fees over a four year period. Only 11 new students difference If retention increases, an even more dramatic impact on revenue occurs.

Yield’s Impact ACCI: Impact of Yield and Retention on Enrollment Freshman Yield/Retention Analysis Soph.Jr.Sr. Yield Rate50.42%Retention Rate75%85%90% Yield Rate (2nd Year - Fall 2014)52.00% Fall 2013 CohortConv/Yield Fall 2014 CohortConv/Yield Prospects12370 Applicants % % Admits % % Enrolled % % Sophomore27175%28075% Junior23185%23885% Senior20890%21490% Total Enrollment (added by each cohort) Tuition/Fees Total Revenue from Cohort*$6,922,976$7,136,090 *($6458/year times cohort # retained)11 Stu Chang e$213,114 (additional revenue over 4 years) (Housing/incidentals not included)

The Enrollment Funnel Use the prospect to enrolled funnel as the foundation for assessment Evaluate if there are significant differences based on region (if regional recruitment assignments), ethnicity, gender, majors… Determine primary entry/exit stealth inquiries (first contact is app – usually transfers & grads…) Primary sources generating prospects to enrolled Summer Melt (deposit or registered but did not enroll)

Example of Benchmarks

Example of Conversion/Yield Rates

The Enrollment Funnel Sources SEM Works. (2010). 7 Effective Faculty-Delivered Student Recruitment Strategies Machado-Taylor, M., Peterson, A., Taylor, J., & Wilkinson, R.B. (2007). A Practical Guide to Strategic Enrollment Management Planning in Higher Education. Virginia Beach, VA: Educational Policy Institute. Henderson, S. & Swann, C., (1998). “Strategic Enrollment Management: Understanding Yield”. Dolence, M. (pg 87). Handbook for the College Admissions Profession. Washington, D.C., American Association of Collegiate Registrars and Admissions Officers.