A Case Study in Enrollment Management
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A Case Study in Enrollment Management Michael R. Heintze, Ph.D. Vice President for Enrollment Management December 11, 2002
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Transcript of A Case Study in Enrollment Management
A Case Study in Enrollment Management
Michael R. Heintze, Ph.D.
Vice President for Enrollment Management
December 11, 2002
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.”
Why EM?
Institutional Goals/Needs
Demographic Trends
Public Policy Closing the Gaps
Board Policy
Other Technology The Economy
EM Structures
Informal Group“Stealth Model”
ad hoc Committee
Standing Committee
Vice Provost or Associate Vice President (AA/SA)
DivisionVPEM
Council/Committee
What drives structure?
Institutional History
Size of the ProblemMinor “tweaking”
Planned change
Crisis management
TimetableSense of urgency
Relationship to other goals
EM at Texas Tech UniversityPresident
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
Division of Enrollment Management
Michael R. HeintzeVice President
Stephanie J. HaysAssistant Vice President
Admissions and School RelationsDjuana Young
Student Financial AidEarl Hudgins
RegistrarDon Wickard
Programs for Academic Support Services(PASS)
Rebecca Owens
Advising Center at Texas Tech(ACTT)
Elizabeth Teagan
Printing and Related ServicesRandy Smith
Enrollment Management Council (EMC)
President
Vice President for Enrollment Management
InformationTechnology
Asst VPInstitutional Research
Fiscal AffairsStudent Bus. Services
Enrollment Mgt.Asst VPEMAdmissions
Financial AidRegistrar
ACTTPASS
Academic AffairsVice Provost
Asst/Assoc Deans (8)Grad SchoolLaw School
Student AffairsAsst VPs (2)
SGA PresidentSGA Vice President
Provost VP for Research/Grad St/Tech Transfer
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
EM at Texas Tech: The First Four YearsFinancial 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
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 focusPublications (design)
Workshops
EM at Texas Tech: The First Four Years (cont.)
Enrollment Management Plan
EM Progress Since 1998Fr. Apps up 71%
Fr. Class up 38%
Mean SAT up 35 pts.
TTU Enrollment up 14%
Retention Rate 82%
Graduation Rate 53%
Admissions HighlightsReorganized Admissions and RegistrarFive Regional CentersNew Admissions Office and Visitors CenterComm. Coll. Initiatives
Gateway ProgramPathway ProgramPres. Tr. Scholarships
Technology—Web and Recruitment Plus
Admissions Activity, 1998-2002
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Applied 7,654 8,207 10,504 12,008 13,101
Accepted 5,674 5,985 7,871 8,461 9,039
Enrolled 3,028 3,372 3,954 3,921 4,142
1998 1999 2000 2001 2002
Total Enrollment, 1998-2003
20,000
22,000
24,000
26,000
28,000
30,000
Enrollment 24,158 24,249 24,558 25,573 27,569 29,500
1998 1999 2000 2001 2002 2003*
*2003 Projection
Freshman Applications: Annual Percentage Change, 1998-2002
-8.4%
27.0%
14.3%9.1%7.2%
-20%
-10%
0%
10%
20%
30%
40%
1998
1999
2000
2001
2002
Percent Change
Freshman Acceptances: Annual Percentage Change, 1998-2002
-6.3%
5.5%
27.9%
7.5% 6.8%
-20%
-10%
0%
10%
20%
30%
40%
1998
1999
2000
2001
2002
Percent Change
Freshman Enrollment: Annual Percentage Change, 1998-2002
-3.70%
11.40%
17.30%
-0.80%
5.60%
-15%
-5%
5%
15%
25%
1998
1999
2000
2001
2002
Percent Change
Enrollment Management
. . . is a long-term commitment, not an overnight cure
. . . requires cooperation across divisional lines
. . . requires innovation
. . . requires action
. . . requires practice
Questions or CommentsMichael R. Heintze, Ph.D.
Vice President for Enrollment ManagementTexas Tech University
Box 42010Lubbock, Texas 79409-2010
