1. AACRAO Strategic Enrollment Management Conference
The Magic Mix: How People, Programs, Data and Technology Helped the University of South Carolina Achieve Enrollment Success
AACRAO Strategic Enrollment Management Conference
November 6, 2012
Scott Verzyl
Kip Howard
Dr. Mary Wagner
Elizabeth Orehovec
SCOTT – WELCOME AND INTRO

2. About the University of South Carolina
Flagship campus founded in 1801
Located in the state capital – Columbia, SC
Carnegie Foundation’s highest research designation
Multi-campus system with decentralized administrative offices
Total Columbia enrollment: 30,721
Residency ratio: 65% in-state/35% out-of-state
SCOTT

3. Where We Were in 2004: Enrollment Management
Kip Howard hired as Assistant Vice Provost for Enrollment Management
Scott Verzyl hired as Director of Undergraduate Admissions
Undergraduate Admissions
Career Center
Student Financial Aid and Scholarships
Veterans Services
International Programs for Students
Visitor Center
Orientation and Testing
The mission of the department is to plan, implement and evaluate programs and services which support student enrollment and success at the University of South Carolina -Columbia. The department will also assume a campus-wide leadership role in enrollment related matters.
KIP

4. Where We Were in 2004: Guiding Principles
Supporting the mission and vision of USC
Providing programs and services which strive for excellence in content and delivery
Recognizing and valuing the importance of communication, collaboration and coordination within the department and with all university constituents
Acquiring and maintaining professional expertise within each unit and sharing this expertise with the university community
Educating the university about enrollment management issues and their relevance to student achievement
Maintaining the highest standards of ethical conduct as defined by the university and departmental professional associations.
KIP

5. Where We Were in 2004: 5-Year Enrollment Goals
Increase overall undergraduate enrollment by 75 students per year
Increase freshman class size by a total of 50 new students per year
Increase the number of African American freshman by 15 students per year
Increase the inner quartile SAT ranking of new freshmen incrementally by a combined total of 60 points
Develop a special residential program for high-ability students below Honors College level, beginning at 300 new students and increasing to 425 by 2010
Increase four year graduation rate from 39.8% to 47%
Increase six year graduation rate from 63.6% to 67%
KIP

6. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT
Increased by 673 students in the first year. Exceeded 5-year enrollment goal of 375 within the first year.
* tentative until final data is released

7. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT
Increased by 303 students in the first year. Exceeded 5-year enrollment goal of 250 within the first year. Directive was to maintain a freshman class of 3,650 until 2008 when we were asked to increase and then in 2010 we were asked to increase the class size again.

8. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT
52 point increase in 8 years.

9. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT

10. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT

11. Eight Years Later, We Have Exceeded Enrollment Goals
SCOTT

12. How We Got Here: Overview
Organizational Change
Institutional Support
Innovative Programmatic Changes
Enhanced Recruitment and Marketing
Advancements in Technology and Infrastructure
Utilization of Data, Market Research, and Measuring ROI
SCOTT

13. How We Got Here: Organizational Change
2004
Process Oriented
Centrally Controlled
Staff Turnover
Approximately 35 FTEs $$
2012
Entrepreneurial Oriented
Collaborative Approach
Staff Growth and Advancement
Approximately 75 FTEs
$$$$
SCOTT

14. How We Got Here: Programmatic Changes/Enhanced Marketing
2005
Enhanced Communication Plan
Capstone Scholars
Increased Out-of-State Recruitment
2006
Strategic Scholarship Awarding
Telecounseling
Improved On-Campus Special Events
2007
Modified File Review
Early Action
Partnerships with Academic Units
2008
Minority Recruitment (MOST, Summer Seniors)
Scholarship Dinners
South Carolina Bridge Program
(Transfers)
SCOTT

15. How We Got Here: Programmatic Changes/Enhanced Marketing
2009
GARNET Alumni Recruitment Network
More Effective Search Strategy
2010
Regional Recruitment Initiative
2011
Guidance Counselor Advisory Board
2012
Residential Bridge Program
SCOTT

16. Managing Our Increase
MARY

17. How We Got Here: Technology and Infrastructure
Hardware and Software Upgrades
Online Status Check
Virtual Advisor
Data Warehouse
Website Redesign 1.0
Recruitment Database
Document Imaging
EMAS – CRM
Mass Ability
In-House IT Staff
Enhanced Social Media Presence
Office Intranet
Website Redesign 2.0
Online Chat Sessions
Banner
100% Online Applications
MARY

18. Utilization of Data, Market Research, and Measuring ROI
Historical data
Past enrollment numbers
Historical SAT/ACT data
Descriptor Plus – Geodemographic tagging
Future market outlook
Predictive modeling
High school graduation rates
Population Data
Competitor analysis
EPS/EIS
National Clearinghouse
Secret shopping
ERO

19. Utilization of Data, Market Research, and Measuring ROI
Market research projects
Web survey with juniors and seniors
Print publication survey and focus groups
Guidance Counselor survey
Measuring return on investment
Event evaluations
Recruitment travel assessment
Blueprint for Performance Excellence
ERO

20. Big Picture Analysis
ERO

21. Market Segmentation and Return on Investment

22. Data-Driven Decision Making

23. Enrollment Summary: 2004 to 2012
Change
Freshman Applications
12,261
23,098
+ 88%
Freshman Class
3,356
4,562
+ 36%
Undergraduate Enrollment
17,689
23,500
+ 33%
Average SAT
1149
1201
+ 52 points
Freshman Honors Enrollment
265
349
+ 32 %
Freshman Capstone Enrollment
608
First to Second Year Retention Rate
83.1%
86.8%
+ 3.7%
4 - Year Graduation Rate
39.8%
53.9%
+ 14.1%
6 - Year Graduation Rate
63.6%
70.3%
+ 6.7%
SCOTT

24. More Than Just Admissions
Registrar
Joined Enrollment Management in 2006
Policy Review / Probation
GPS – Graduation Planning Service
Visitor Center
Visitor center traffic has doubled
Personalization of the visit experience
Career Center
Student development model
Focus on internships
Assessing where our students go after graduation
Building relationships with companies worldwide

25. More Than Just Admissions
Financial Aid
Manage increased demand while complying with federal mandates
Leverage scholarships for maximum net tuition revenue
Focus on Retention
Hired Director of Retention
On-going collaboration with academic departments
Identifying ways to improve student retention and graduation
Student Success Center
Collaboration to ensure student success
Cross-campus advising
Tutoring, Supplemental Instruction (SI), and academic coaching

26. Final Thoughts and Questions