NEWS ALERT

BREAKING

Building Enrollment Through

Strategic RecruitmentThe Practitioner Point-of-View

Enrollment Experience

Kimberly Lowry, Ph.D.Associate Vice Chancellor – Student Engagement & Success

Houston Community College System

Shasta Buchanan, Ed.D.Associate Vice President – College & High School Relations

Austin Community College District

BREAKING NEWS

LIV

E

Institutional Experience

• Houston Community College

• Austin Community College

• Texas A&M University

• Wilberforce University (Ohio)

• The University of Texas at Dallas

• Texas Tech University

• University of North Texas Dallas

• Portland Community College (Oregon)

• Dallas County Community College

• Maricopa Community Colleges (Arizona)

Departmental Experience

• Enrollment Management

• Admissions

• Recruitment

• Registrar

• Academic Advising

• Financial Aid & Scholarships

• Honors Programs

• Dual Credit, Early College High Schools

• TRIO Grant Programs

BREAKING NEWS

Just In: Today Enrollment Leaders can stop focusing on just the day-to-day operations and plan strategically.

LIVE

Building Enrollment Through Strategic Recruitment

This sessions provides the opportunity to think “big picture” and begin the

process of laying the groundwork for a robust strategic recruitment plan

that continually produces increased enrollment.

What is Strategic Enrollment Planning?

Buchanan Lowry College Increases EnrollmentWhat did they do differently?

Strategic Enrollment Planning

“Strategic Enrollment Planning is a data-informed

process that aligns an institution’s fiscal, academic,

co-curricular, and enrollment resources with the

institution’s mission and ensure the institution’s long-

term enrollment and financial health.”

• Long-Term Enrollment & Fiscal Health

• Realistic and quantifiable goals for student

recruitment, student success, and market position

• Delivers clearly defined, cost-effective results

using ROI and action-item approach

• Aligns mission, state of affairs, and market

changes

~ Ruffalo Noel-Levitz

Strategic RECRUITMENT Planning

Buchanan Lowry CollegeRecruitment & Marketing Plan

Master Marketing/

Recruitment Plan

Detailed Action Plans

Objectives - TimetablesResponsibility - Budgets

Evaluation

Key Strategies

Clear Goals

Master Retention

Plan

Master Enrollment Plan

Institutional Strategic Plan

The Enrollment Funnel

The Enrollment FunnelThe process of moving students through a

system from prospect to enrolled. The

enrollment funnel is segmented based on

general communications, customized

outreach, and in-person engagement.

The Recruitment Funnel Daily News

Students

Information Gathering Decision Making Student Alumni

Parent/Family

Discussion I: Institutional Recruitment

01 List the top 5 things we sell to students.

02 List the top 5 things students want.

03What are the benefits of attending your

college?

Students are enrolling into college because of their desire to

solve a problem.

What is the overarching problem?

__________________________________

Features vs. Benefits

Umbrella Feature IUnbreakable spokes

01BenefitsStay Cool, Stay Dry

03

BenefitStaying dry even in strong winds

04Umbrella Feature II

Wind resistant construction

02

D. Shewan (2018), Features vs. Benefits:

What’s the Difference & Why it Matters.

Activity: Environmental Scan

01StrengthsExisting characteristics, internal and external, that

clearly contribute to institutional success and the

achievement of enrollment of new students

02WeaknessesExisting characteristics, internal and external, that

detract from institutional success and the

achievement of enrollment of new students

03 OpportunitiesInternal/external factors that have the potential to be

developed into strengths

04ThreatsInternal and external conditions that are obstacles to

institutional success and achievement of enrollment of

new students

Discussion

BREAKING NEWS

LIV

E

THEMES

Identify the theme(s) revealed in

SWOT.

Take 3 minutes

BENEFITS

Align institutional benefits with

theme(s).

Take 3 minutes Report Out

Environmental Scan: Additional Elements

Buchanan Lowry CollegeLearning What Matters

LOOKING INSIDE

• Higher Education – State and Institutional Data

• Your College – Admissions State of Affairs

• Your College – Recruitment State of Affairs

• Your College – Marketing State of Affairs

LOOKING OUTSIDE

• Instructional Department Focus Groups

• Student Focus Groups

• Community Focus Groups

• Non-Matriculant Study

Communication: The Importance of the Recruitment Funnel

Daily News

Students

Information Gathering Decision Making Student Alumni

Parent/Family

BREAKING

NEWS LIVE

Evaluation & Assessment ProcessHow often will reports on progress be made? How will success be defined?

BudgetHow much will the action plan cost.

The budget should include total and

itemized projected costs.

ResponsibilityWho will be held accountable for the

action plan. This will include internal

and external stakeholders.

ActivityWhat do you plan to complete?

TimetableWhen will you start, what are the

itemized tasks (with dates), and when

will activity be completed?

Action Plans. Plans of work for each of your key

strategies. Each strategy must be supported by one or more

specific activities necessary to successfully accomplish the

strategy/objective. The activities, taken in total, comprise the

action plan. This will be the most detailed and time-

consuming part of the planning process. The action plans

represent the “guts” of the plan. ~Ruffalo Noel-Levitz

The Strategic Recruitment Plan

Perspectives

• Strategic Recruitment Planning

• The Recruitment Funnel

• Features vs. Benefits

• Environmental Scan: SWOT Analysis

• Communication

• Action Plans

Draft Strategic Recruitment Plan

• The only thing left to share is…….

Additional Discussion

LIVE

Building Enrollment Through Strategic Recruitment

Practitioner Point-of-View

Kimberly Lowry, Ph.D.Associate Vice Chancellor –

Student Engagement & Success

Houston Community College System

Shasta Buchanan, Ed.D.Associate Vice President –College & High School RelationsAustin Community College District