1. A Case Study in Enrollment Management Michael R. Heintze, Ph.D. Vice President for Enrollment Management December 11, 2002

2. Enrollment Management “Is a campus-wide effort to influence the size, shape and characteristics of a student body by coordinating institutional efforts in marketing, recruitment, admissions, financial aid, orientation, advisement, and retention.”

3. Why EM? Institutional Goals/Needs Demographic Trends Public Policy  Closing the Gaps Board Policy Other  Technology  The Economy

4. EM Structures Informal Group “Stealth Model” ad hoc Committee Standing Committee Vice Provost or Associate Vice President (AA/SA) Division VPEM Council/Committee

5. What drives structure? Institutional History Size of the Problem Minor “tweaking” Planned change Crisis management Timetable Sense of urgency Relationship to other goals

6. EM at Texas Tech University President VP for Academic Affairs VP for Enrollment Management VP for Fiscal Affairs VP for Operations VP for Research/Graduate Studies/Information Transfer VP for Student Affairs VP for Information Technology VP for Inst. Advancement & Marketing

7. Division of Enrollment Management Michael R. Heintze Vice President Stephanie J. Hays Assistant Vice President Admissions and School Relations Djuana Young Student Financial Aid Earl Hudgins Registrar Don Wickard Programs for Academic Support Services (PASS) Rebecca Owens Advising Center at Texas Tech (ACTT) Elizabeth Teagan Printing and Related Services Randy Smith

8. Enrollment Management Council (EMC) President Vice President for Enrollment Management Information Technology Asst VP Institutional Research Fiscal Affairs Student Bus. Services Enrollment Mgt. Asst VPEM Admissions Financial Aid Registrar ACTT PASS Academic Affairs Vice Provost Asst/Assoc Deans (8) Grad School Law School Student Affairs Asst VPs (2) SGA President SGA Vice President Provost VP for Research/Grad St/Tech Transfer

9. EM Goals, 1998-2002 Develop an EM Tradition Improve Service Improve Technology Invest in People Elevate Institutional Image Increase Market Share Improve Student Profile Enhance Student Performance

10. EM at Texas Tech: The First Four Years Financial Aid Highlights Electronic transfer of funds and refunds Online scholarship form Online aid status check Auto call directing (ACD) phone system Wireless access to TTU networks Email Electronic billing/payment Phone campaigns External and internal web sites Climate Survey and customer service plan Employee of the Quarter Work teams Staff training Recruitment focus Publications (design) Workshops

11. EM at Texas Tech: The First Four Years (cont.) Enrollment Management Plan EM Progress Since 1998 Fr. Apps up 71% Fr. Class up 38% Mean SAT up 35 pts. TTU Enrollment up 14% Retention Rate 82% Graduation Rate 53% Admissions Highlights Reorganized Admissions and Registrar Five Regional Centers New Admissions Office and Visitors Center Comm. Coll. Initiatives Gateway Program Pathway Program Pres. Tr. Scholarships Technology—Web and Recruitment Plus

12. Admissions Activity, 1998-2002

13. Total Enrollment, 1998-2003 *2003 Projection

14. Freshman Applications: Annual Percentage Change, 1998-2002

15. Freshman Acceptances: Annual Percentage Change, 1998-2002

16. Freshman Enrollment: Annual Percentage Change, 1998-2002

17. Enrollment Management... is a long-term commitment, not an overnight cure... requires cooperation across divisional lines... requires innovation... requires action... requires practice

18. Questions or Comments Michael R. Heintze, Ph.D. Vice President for Enrollment Management Texas Tech University Box 42010 Lubbock, Texas 79409-2010 806/742-7025 michael.heintze@ttu.edu