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Noel-LevitzRecruitment 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 – email, 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 students 3,200

Re-enrolled students 1,400

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 students 2700

Re-enrolled students 1,200

Retention rate 46%

Fall 2013 KVCC Retention

Academic Program Demand Analysis

Introduction Analysis conducted in the Spring and Summer 2014 Online Surveys

18-50 years old N = 400

Geographical Area (Counties) Allegan Van Buren Kalamazoo St. Joseph Berrien Cass Barry

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Programs Tested

Key Findings (most popular) Certificate:

Mechatronics Child Development and Early Education Web page/digital media Computer programming, software design Radiology Registered Nurse

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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

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Enrollment Potential Certificate

Medical Mechatronics Web page/digital media Chef training Electrician Machine tool Computer programming HVAC Power sports mechanic Accounting/bookkeeping Child development

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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

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Offering Opportunities

Weekday evenings Online or blended Short, intensive – certificate programs Laddering of credentials

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Level of Interest in General Areas of Study

Certificate: n = 156 Associates: n = 244

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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

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Certificate Enrollment Projections Radiology Tech 62 RN 62 Physical Therapy Assistant 41 Mechatronics 28 Nurse Assistant 21 Web page/digital media 14 Chef 12 Vet Tech 12

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Associates Enrollment Projections (annual) RN 84 Computer programmer, software design 30 Sonography 27 Radiology Tech 23 Accounting/Bookkeeping 23 Vet Tech 14 Physical Therapy Assistant 14 Electrician 11

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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.)

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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)

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Reference:

Karford, K. (2014). Academic program demand analysis, Kalamazoo Valley Community College, Kalamazoo, MI. Noel-Levitz

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