Enrollment or Enrollment or Enrolment: A Enrolment: A

Comparative Look at Comparative Look at SEM in the U.S. & SEM in the U.S. &

CanadaCanada

Susan Gottheil, M.A.Susan Gottheil, M.A.Mount Royal CollegeMount Royal College

Clayton Smith, Ed.D.Clayton Smith, Ed.D.University of WindsorUniversity of Windsor

Your PresentersYour Presenters

Susan Gottheil – 17 years at Carleton Susan Gottheil – 17 years at Carleton University (Ontario), 12 in senior University (Ontario), 12 in senior student services and enrollment student services and enrollment management positions; now at Mount management positions; now at Mount Royal CollegeRoyal College

Clayton Smith – 20 years in SEM at 3 Clayton Smith – 20 years in SEM at 3 U.S. institutions in Maine, Florida & U.S. institutions in Maine, Florida & New York; the last 2 years at the New York; the last 2 years at the University of Windsor (Ontario); Senior University of Windsor (Ontario); Senior Consultant, AACRAO Consulting ServiceConsultant, AACRAO Consulting Service

Definition of SEMDefinition of SEM

Enrollment management is an Enrollment management is an organizational organizational conceptconcept and a and a systematic set of activitiessystematic set of activities

designed to enable educational institutions designed to enable educational institutions to exert more influence over their student to exert more influence over their student

enrolments. Organized by strategic enrolments. Organized by strategic planning and supported by institutional planning and supported by institutional

research, enrollment management research, enrollment management activities concern student college choice, activities concern student college choice, transition to college, student attrition and transition to college, student attrition and retention, and student outcomes.retention, and student outcomes.

-Don Hossler -Don Hossler

Why This Topic?Why This Topic?

Many Canadian institutions are looking to Many Canadian institutions are looking to adopt SEMadopt SEM

There is a difference in how SEM is practiced in There is a difference in how SEM is practiced in the U.S. and Canada the U.S. and Canada

A comparative review provides perspectives A comparative review provides perspectives on:on:– Why are there differences?Why are there differences?– What are the differences?What are the differences?– What can we learn from each other?What can we learn from each other?

It’s time to stimulate conversation and It’s time to stimulate conversation and reflectionreflection

MethodologyMethodology

List serve queries:List serve queries:– American Association of Collegiate Registrars & American Association of Collegiate Registrars &

Admissions Officers (AACRAO) Admissions Officers (AACRAO) – Association of Registrars of Universities & Association of Registrars of Universities &

Colleges of Canada (ARUCC) Colleges of Canada (ARUCC) – National Association of College Admission National Association of College Admission

Counseling (NACAC)Counseling (NACAC) Interviews of leading SEM practitioners in Interviews of leading SEM practitioners in

Canada and the U.S.Canada and the U.S. Our experience doing SEM in Canada and Our experience doing SEM in Canada and

the U.S.the U.S.

The Canadian ContextThe Canadian Context Degree of discomfort with SEM’s market orientation…the Degree of discomfort with SEM’s market orientation…the

focus of higher education is to serve the public good.focus of higher education is to serve the public good. Many fewer institutions leads to less choice; thus more Many fewer institutions leads to less choice; thus more

homogeneity (vary in size, but not in quality); although homogeneity (vary in size, but not in quality); although some growing move toward distinctivenesssome growing move toward distinctiveness

Being a university graduate is more valued than where you Being a university graduate is more valued than where you go to universitygo to university

Increasing competitionIncreasing competition– Expansion of institutional capacity in urban centresExpansion of institutional capacity in urban centres– Development of stronger integrated marketing techniques & Development of stronger integrated marketing techniques &

materialsmaterials– Universities seeking new markets (out-of-province, Universities seeking new markets (out-of-province,

international)international)– U.S. institutions beginning to recruit in CanadaU.S. institutions beginning to recruit in Canada– Increasing financial aid competition (scholarships & bursaries)Increasing financial aid competition (scholarships & bursaries)– Impact of Maclean’s University Rankings and the introduction Impact of Maclean’s University Rankings and the introduction

of some tieringof some tiering

The Canadian Context The Canadian Context (Cont.)(Cont.)

Competition different in West and East:Competition different in West and East:– Atlantic Canada demographic decreases coupled with large Atlantic Canada demographic decreases coupled with large

number of institutionsnumber of institutions– BC: more demand than seats; now more university colleges BC: more demand than seats; now more university colleges

being created and declining high school populationbeing created and declining high school population– Alberta: changing competition due to high school Alberta: changing competition due to high school

demographicsdemographics Increasing higher education participation ratesIncreasing higher education participation rates

– Since 1995, university registrations by students aged 18-24 Since 1995, university registrations by students aged 18-24 have risen 27.5%have risen 27.5%

Collaboration between colleges and universities Collaboration between colleges and universities developed unevenlydeveloped unevenly

Increasing tuition (nearly doubled in past decade); Increasing tuition (nearly doubled in past decade); moving toward more tuition dependencymoving toward more tuition dependency

Financial aid system out of sync with higher tuition Financial aid system out of sync with higher tuition levelslevels

The Canadian Context The Canadian Context (Cont.)(Cont.)

More public accountability (e.g., KPI’s, NSSE)More public accountability (e.g., KPI’s, NSSE) Introduction of SEM driven by funding cuts, Introduction of SEM driven by funding cuts,

lack of revenue, heavier reliance on tuition lack of revenue, heavier reliance on tuition incomeincome– Opening of a Noel-Levitz Canadian Office (now Opening of a Noel-Levitz Canadian Office (now

closed)closed)– Many Canadians now attending AACRAO’s SEM Many Canadians now attending AACRAO’s SEM

conference (10% of participants)conference (10% of participants) Focus on students from “the neck up”; less Focus on students from “the neck up”; less

concern for holistic student developmentconcern for holistic student development

The U.S. ContextThe U.S. Context

Regional differences in student demandRegional differences in student demand U.S. News & World Report rankings: further U.S. News & World Report rankings: further

tiering of 4-year colleges and universitiestiering of 4-year colleges and universities Community colleges building residence Community colleges building residence

halls and delivering 4-year programshalls and delivering 4-year programs On-line learning & proprietary institutions On-line learning & proprietary institutions

(Phoenix et al)(Phoenix et al) Decreased state support of public Decreased state support of public

institutions and increased accountabilityinstitutions and increased accountability

The U.S. Context (Cont.)The U.S. Context (Cont.)

Increasing tuition costs, especially at Increasing tuition costs, especially at private collegesprivate colleges

Increasing need to stay on the Increasing need to stay on the cutting edge of SEM to remain cutting edge of SEM to remain competitivecompetitive

More funds committed to SEMMore funds committed to SEM SEM is a mainstay at most SEM is a mainstay at most

institutionsinstitutions

Why are there differences?Why are there differences?

HistoryHistory– British/European vs. American modelsBritish/European vs. American models

ValuesValues– Individualism Individualism – Social WelfareSocial Welfare– PrivacyPrivacy– AccessAccess– Going away to schoolGoing away to school

What are the differences?What are the differences?

AccessibilityAccessibility Recruitment, In-Recruitment, In-CountryCountry

AccountabilityAccountability Recruitment, Recruitment, InternationalInternational

Admission PoliciesAdmission Policies SEM OrganizationSEM Organization

Financial AidFinancial Aid SEM PlansSEM Plans

Educational Educational SystemsSystems

Student CultureStudent Culture

Geographic DrawGeographic Draw Student RetentionStudent Retention

MarketingMarketing Student ServicesStudent Services

Our Focus TodayOur Focus Today

Admission PoliciesAdmission Policies Use of Financial Aid to Support SEMUse of Financial Aid to Support SEM Enrolment MarketingEnrolment Marketing Student RecruitmentStudent Recruitment

Admission PoliciesAdmission Policies Basis of admission:Basis of admission:

– High school marks primarily in CanadaHigh school marks primarily in Canada– In U.S., an array of indicators used (high school average, SAT/ACT In U.S., an array of indicators used (high school average, SAT/ACT

scores, essays, AP; exploration of non-cognitive factors); scores, essays, AP; exploration of non-cognitive factors); increasingly moving away from SAT/ACT requirement…optional increasingly moving away from SAT/ACT requirement…optional now at 24 of the top 100 liberal arts colleges; still used widely at now at 24 of the top 100 liberal arts colleges; still used widely at research universitiesresearch universities

– Competition in U.S. is more pronouced within application Competition in U.S. is more pronouced within application segments (athletics, legacy, ethnicity, international)segments (athletics, legacy, ethnicity, international)

Admission cycle/timing of offerAdmission cycle/timing of offer– Most offers made between March and June in Canada, with some Most offers made between March and June in Canada, with some

early offers to top candidates; increasing number of universities early offers to top candidates; increasing number of universities offering earlier admissions, some based on Grade 11 marksoffering earlier admissions, some based on Grade 11 marks

– Early Admission, Early Action, Rolling Admission used in U.S.Early Admission, Early Action, Rolling Admission used in U.S. Regulation/collaboration of admissions calendar (offer dates & Regulation/collaboration of admissions calendar (offer dates &

confirmation deadlines)confirmation deadlines)– May 1 NACAC reply date in U.S.May 1 NACAC reply date in U.S.– June confirmation date in OntarioJune confirmation date in Ontario

Admission Policies (Cont.)Admission Policies (Cont.)

Self-admission successful at UBCSelf-admission successful at UBC– Led to a change in philosophy from the Led to a change in philosophy from the

gate keeper to facilitating enrolmentgate keeper to facilitating enrolment Move from a common year admission Move from a common year admission

to a direct year entry (University of to a direct year entry (University of Calgary)Calgary)

Centralized application centre in Centralized application centre in Ontario (in discussion for Alberta)Ontario (in discussion for Alberta)

Well-designed transfer programs in Well-designed transfer programs in U.S., Alberta, BCU.S., Alberta, BC

Financial AidFinancial Aid Cuts in public funding coupled with large Cuts in public funding coupled with large

tuition increases (both countries)tuition increases (both countries) In-state and out-of-state tuition in U.S. (only In-state and out-of-state tuition in U.S. (only

in Quebec)in Quebec) Growing perception (both countries) by low Growing perception (both countries) by low

income students that they can’t afford to income students that they can’t afford to continue their education after high school…In continue their education after high school…In Canada, 75% overestimate the costs and 40% Canada, 75% overestimate the costs and 40% underestimate the value (Ipsos-Reed, 2004)underestimate the value (Ipsos-Reed, 2004)

Athletic scholarships (both countries), but Athletic scholarships (both countries), but more limited in Canada (BC, Ontario, Atlantic more limited in Canada (BC, Ontario, Atlantic Canada)Canada)

Financial Aid (Cont.)Financial Aid (Cont.) Tuition-freeze (Manitoba, Quebec, Tuition-freeze (Manitoba, Quebec,

previously in BC & Ontario; also in previously in BC & Ontario; also in many areas of the U.S.)many areas of the U.S.)

Size of endowments much smaller in Size of endowments much smaller in CanadaCanada

Leveraging and discounting used Leveraging and discounting used extensively in U.S.; not used in extensively in U.S.; not used in Canada (tends to impact negatively Canada (tends to impact negatively underserved students)underserved students)

Financial Aid (Cont.)Financial Aid (Cont.) Canadian universities give mostly scholarships Canadian universities give mostly scholarships

(merit-based), although an increasing number of (merit-based), although an increasing number of bursaries (need-based aid)bursaries (need-based aid)– Fueled by tuition reinvestment fund in Ontario and “oil Fueled by tuition reinvestment fund in Ontario and “oil

money” in Alberta money” in Alberta U.S. institutions use a mixture of need and merit U.S. institutions use a mixture of need and merit

aid (only 10% pay the published tuition rate), with aid (only 10% pay the published tuition rate), with the focus being more toward merit and less the focus being more toward merit and less toward needtoward need

Athletic scholarships; nothing comparable in Athletic scholarships; nothing comparable in Canada for top tier athletesCanada for top tier athletes

Canadian federal government does needs Canadian federal government does needs assessment (same award no matter what assessment (same award no matter what university the student attends); aid varies in U.S. university the student attends); aid varies in U.S. based on institutional student budgetsbased on institutional student budgets

Financial Aid (Cont.)Financial Aid (Cont.) In Canada, complete financial aid In Canada, complete financial aid

information isn’t available to students information isn’t available to students until after the enrolment decisionuntil after the enrolment decision

Educational Policy Institute (2006) Educational Policy Institute (2006) reports 4-year post-secondary education reports 4-year post-secondary education more affordable in U.S. on 5 out of 6 more affordable in U.S. on 5 out of 6 measuresmeasures

Despite 4-year post-secondary education Despite 4-year post-secondary education being less affordable in Canada, youth being less affordable in Canada, youth from low income families still more likely from low income families still more likely to attend than U.S. counterpartsto attend than U.S. counterparts

Enrolment MarketingEnrolment Marketing Direct mail used extensively in U.S.. Not Direct mail used extensively in U.S.. Not

possible to purchase names in Canada due possible to purchase names in Canada due to privacy laws, but:to privacy laws, but:– Plan events to capture names (grades 9-11)Plan events to capture names (grades 9-11)– Well developed request for info cards/on-line Well developed request for info cards/on-line

requestsrequests– Much use of student e-mails/phone callsMuch use of student e-mails/phone calls

Some Canadian institutions buy names of Some Canadian institutions buy names of U.S. studentsU.S. students

Little use of geodemographic profiling in Little use of geodemographic profiling in Canada; used at most private and some Canada; used at most private and some public institutions in the U.S.public institutions in the U.S.

Enrolment Marketing (Cont.)Enrolment Marketing (Cont.) Advertising in Canada is mostly “feel good” Advertising in Canada is mostly “feel good”

marketing, not necessarily geared to student marketing, not necessarily geared to student recruitment; marketing in the U.S. is often in recruitment; marketing in the U.S. is often in support of recruitment; very little use of mass support of recruitment; very little use of mass media in Canadamedia in Canada

Most Canadian marketing is focused on high Most Canadian marketing is focused on high school students; in U.S., marketing is more broad-school students; in U.S., marketing is more broad-based toward other market segmentsbased toward other market segments

More collaboration between institutions in Canada More collaboration between institutions in Canada (Ontario, Atlantic Canada; U of T, McGill, Queens – (Ontario, Atlantic Canada; U of T, McGill, Queens – international travel); some collaboration in U.S. international travel); some collaboration in U.S. by types of institutions, but very limitedby types of institutions, but very limited

Student RecruitmentStudent Recruitment ““Recruitment” not used until recent years…use of Recruitment” not used until recent years…use of

liaison instead; many institutions in transition from liaison instead; many institutions in transition from liaison to recruitmentliaison to recruitment

Historic collegial approach to recruitment in Canada Historic collegial approach to recruitment in Canada (Ontario Universities’ Fair, UIP, Atlantic consortium)(Ontario Universities’ Fair, UIP, Atlantic consortium)

Gentlemen’s agreement to stay out of the major Gentlemen’s agreement to stay out of the major catchment areas of other universitiescatchment areas of other universities

Up to recently, recruitment was regulated in OntarioUp to recently, recruitment was regulated in Ontario Use of current students and alumni limited in Use of current students and alumni limited in

Canada, but used extensively in the U.S.Canada, but used extensively in the U.S. Canadians not as open to telecounselling – see it as Canadians not as open to telecounselling – see it as

intrusive; more accepted in the U.S.intrusive; more accepted in the U.S.

Student Recruitment (Cont.)Student Recruitment (Cont.) Beginning to move to 1:1 marketing with web Beginning to move to 1:1 marketing with web

portal systems in Canada; much more common in portal systems in Canada; much more common in the U.S.the U.S.

Development of web and e-recruiting (virtual Development of web and e-recruiting (virtual tours, blogs, e-newsletters, etc.) in both countriestours, blogs, e-newsletters, etc.) in both countries

Printed materials (e.g., viewbooks) very Printed materials (e.g., viewbooks) very important to recruitment efforts in both countriesimportant to recruitment efforts in both countries

Use of predictive modeling in U.S.Use of predictive modeling in U.S. Increasing out-of-province recruitment; U.S. has Increasing out-of-province recruitment; U.S. has

engaged in out-of-state recruitment extensivelyengaged in out-of-state recruitment extensively

SEM – More than Awards & SEM – More than Awards & RecruitmentRecruitment

It is also about enhancing the It is also about enhancing the student experience:student experience:– Student Support ServicesStudent Support Services– ResidenceResidence– Athletics & Student ActivitiesAthletics & Student Activities– Student RetentionStudent Retention

……More about that in another session!More about that in another session!

What can we learn from each What can we learn from each other?other?

SEM works in different cultural contextsSEM works in different cultural contexts– Application of SEM must account for differencesApplication of SEM must account for differences

Do the same/similar strategies work in Do the same/similar strategies work in both cultures?both cultures?– Some do, some don’t (e.g., accessibility, Some do, some don’t (e.g., accessibility,

collaboration, direct mail, financial aid, student collaboration, direct mail, financial aid, student life)life)

How is NSSE being used differently in each How is NSSE being used differently in each country?country?

What mistakes have been made in What mistakes have been made in implementing SEM?implementing SEM?

Are there excesses/pitfalls to avoid?Are there excesses/pitfalls to avoid?

What Next?What Next? Keep the conversation goingKeep the conversation going Keep networking with each other to share and Keep networking with each other to share and

comparecompare– At the AACRAO annual and ARUCC bi-annual meetings At the AACRAO annual and ARUCC bi-annual meetings

and SEM Conferencesand SEM Conferences– Participate in list serve conversations (e.g., AACRAO, Participate in list serve conversations (e.g., AACRAO,

ARUCC, NACAC)ARUCC, NACAC) Write about our experiences in AACRAO’s Write about our experiences in AACRAO’s College College

& University& University journal and journal and SEMSourceSEMSource Consider taking advantage of the AACRAO Consider taking advantage of the AACRAO

Consulting Service to learn more about how to do Consulting Service to learn more about how to do SEM at your institutionSEM at your institution

Work together to develop national SEM research Work together to develop national SEM research for Canadafor Canada

SummarySummary

SEM developed differently in the U.S. & SEM developed differently in the U.S. & Canada due to:Canada due to:– different higher education systems (e.g., different higher education systems (e.g.,

tiers, costs, values)tiers, costs, values)– timing of competition timing of competition

It is now an important tool in both It is now an important tool in both countriescountries

It is timely to learn from each other’s It is timely to learn from each other’s experiences to see how SEM can still be experiences to see how SEM can still be improved in both countriesimproved in both countries

Questions or CommentsQuestions or Comments

Susan GottheilSusan Gottheil

susangottheil@sympatico.casusangottheil@sympatico.ca

Clayton SmithClayton Smith

csmith@uwindsor.cacsmith@uwindsor.ca