office of admissions annual report - csu, chico€¦ · office of admissions annual report...

DivisionofStudentAffairs

OFFICEOFADMISSIONSANNUALREPORT

2015-16

OfficeofAdmissionsAnnualReport2015-2016 Page1

I. MISSIONSTATEMENTThemissionoftheOfficeofAdmissionsatCaliforniaStateUniversity,Chico(CSU,Chico)istoachievegeneraluniversityandspecificcollegeanddepartmentenrollmentgoalswhileprovidingexceptionalservicetoprospectivestudentsandtheirfamilies,alongwithsupportingtheworkofsecondaryandcommunitycollegecounselors,theCSUChancellor’sOffice,andotherinternalandexternalcolleaguesandconstituentsthatrelyupontheOfficeofAdmissionsforinformationandservice.TheOfficeofAdmissions’effortssupportChicoState’smissiontobe

“committedtoassiststudentsintheirsearchforknowledgeandunderstandingandtopreparethemwiththeattitudes,skills,andhabitsoflifelonglearninginordertoassumeresponsibilityinademocraticcommunityandtobeusefulmembersofaglobalsociety.”

Specifically,theOfficeofAdmissionsGoalswillstriveto:

1) EnrollthedesiredmixofquantityandqualityFirst-timeFreshman(FTF)andTransferstudentsusingmeritocraticstandardswhileensuringaccessforlocalserviceareaandtraditionallydisadvantagedstudents,andachievetheethnicdiversityrepresentativeofCalifornia’sgraduatingsecondaryschoolpopulationswithparticularemphasisonlocalserviceareaschools.(UniversityStrategicPriorities:3,6,and8;StudentAffairsGoals:1)

2) IncreasethequantityandqualityofapplicantsthrougheffectivemarketingofChicoState’smix

ofdesirablequalities;locationandcampus,academicprogramsandtheirquality,socialclimate,cost,personalandcareerdevelopmentopportunities,andalumnisupportnetwork.(UniversityStrategicPriorities:3,5,and8;StudentAffairsGoals:2)

3) Respondtoinquiries,visitsandapplicationsmorequicklyandeffectivelythanourcompetitors

throughmeasureduseofCRM.Ifpossible,includeacknowledgementofpreviousinteraction(s)inourresponseswiththegoalofbuildingalong-termrelationshipwitheachprospect.(UniversityStrategicPriorities:3and6;StudentAffairsGoals:2)

4) CounselandrecruitlocalserviceareaandCaliforniasecondaryandcommunitycollegestudents

regardingpublicpostsecondaryopportunitiesinCaliforniaandChicoStateinparticular.(UniversityStrategicPriorities:3and4;StudentAffairsGoals:3)

5) CollaboratewiththecampuscommunityandCSUcolleaguestoachievemutualenrollmentgoals

andtomaintainclosecommunicationlinksregardingadmission,diversity,andenrollmentissues.(UniversityStrategicPriorities:1,6,and8;StudentAffairsGoals:1,3)

6) SupporttheCSUChancellor’sOfficeprogramsandgoalsthroughleadershipandparticipation

inprogramssuchastransferdaysandcollegenightcollectiveregistrationprocesscounselors’conferences,CSUworkshops,andtimelyresponsestoinformationrequests.(UniversityStrategicPriorities:3,5,and8;StudentAffairsGoals:1)


7) MaintainthehighestlevelofprofessionalstandardsandethicsasembodiedintheStatementofPrinciplesofGoodPracticeendorsedbytheNationalAssociationofCollegeAdmissionsCounselors(NACAC)andotherrecognizedprofessionalassociations.(UniversityStrategicPriorities:2,3,and8;StudentAffairsGoals:1)

Asthepointoffirstcontactbetweenstudents,theirfamilies,andtheUniversity,theservicesandactivitiesprovidedbytheOfficeofAdmissions(ADMS)areattheveryfrontofthegraduationpipelineandsetthetoneastohowtheUniversityisperceivedatlarge.LasteditedJuly2016II. ACCOMPLISHMENTS

22583

8594

281 110 294

14322

5723

199 13 2942688 2424

126 10 171

FirstTimeFreshmen Transfer Readmit Postbacc/Postbacc Transitory

2015-2016AdmissionCycleApplica_ons Admit Matriculants

13,924 15,120 16155

8,982 8,813 9,704

Fall2014 Fall2015 Fall2016

StudentsofColorApplica_ons Admits


NewStudentEnrollmentProjectionsasof7/5/16

BasedonIntenttoEnroll IntenttoEnroll EnrollRateEstimate EnrollEstimate Goal

FTF 3,215 85% 2,732 2,723Transfer 1,751 80% 1,400* 1,816

Total 4,626 4,975*Estimatewillincreaseasrecenttransferadmitsindicatetheirintenttoenrolland250-300returningandtransitorystudentsareprocessedthroughoutsummer.

ADDITIONALNOTABLEACCOMPLISHMENTSCommunicationsandMarketing• Initiatedcompletewebsiteredesignandmobileoptimizationprocesstoimproveuser

experienceacrossallplatforms.Websitewillberesponsiveanddesignedtomeetcurrentaudienceneeds/expectations.

• Completednewviewbookredesign,includingthecreationofthreeaugmentedrealityvideosaddedtoviewbook.Thisallowsforusersto“see”ChicoStateontheirmobiledeviceaswellasexperienceitinprint.

• Eightnewcollege/undeclaredyieldemailscreatedforChooseChico!communicationflow.EachtargetedmessagewasdesignedasaninvitationfromspecificcollegestohelpstudentsseethevalueofaChicoStateeducation.

• ThreenewyieldemailscreatedforChooseChico!highlightingdiversity,then&now(history),anddowntownChico.EmailsofferadditionalreasonstoattendChooseChico!andinvitestudentstoregister/attendtheevent.

• Newholidayemailmessagetargetedatalladmittedundergraduatefall2016students.Emailhighlightslocalstudenttalentandsharesadownloadablemusicfile.

• PurchasedandbeganimportingCappex(College/StudentMatchingCompany)prospectdatafiles.Todate,4,852prospectshavebeenuploadedtoadmissionsCRMandcommunicatedwithaspartofourcommunicationflow.

• Hostedtwolivetwitterchats(#askChicoState),inordertoincreasestudentengagementandfollowers.Successfullyansweredover100questionsfrom46uniquecontactsandhadanincreaseof60newfollowers.Storifylinkscanbefoundat:

o https://storify.com/ChicoAdmissions/ask-chicostate-twitter-chato https://storify.com/ChicoAdmissions/askchicostate-live-twitter-chat-6-23-16

• Admissions’INFOemailaccountanswered8,226inquiriesbetween6/1/2015–5/31/2016.Thisaccountreceivesinquiries24/7andprovidestimelyresponsesandreferralsviaemail.

• Continuedtimelyproductionofprintedadmissionslettersincluding19,679“offerofadmissions”packetsmailedtofall2016admittedstudents.

• LaunchofCallCenterwithcampaignsfocusedonyieldingdiversestudentpopulations.

https://storify.com/ChicoAdmissions/ask-chicostate-twitter-chat

https://storify.com/ChicoAdmissions/askchicostate-live-twitter-chat-6-23-16


• Collegedeanswereprovidedadmittedstudentlists,withrecommendedtalkingpoints,toencouragechairs,faculty,andstafftoinspireenrollment.

• Infirstyear,thenewadmissionscallcenterlaunchedandcompletedthreecallcampaigns• Designedandprinteda“Top10ReasonWhyChicoState”publicationtobeinsertedintovisitor

packets.

RecruitmentandOutreach• TenE-outreachfall2015presentationsandonehighschoolfair

a. SevenhighschoolWebpresentationstoatotalof385studentsi. LAAllianceLeichtman-Levine(30students)ii. LAAllianceCollinsFamilyCRHSseniors(73studentsin5classroomsatonce)iii. LAAllianceCollinsFamilyCRHSjuniors(137)iv. LAAllianceHSCounselorCSUPresentation(25counselors)v. CarlmontHS(60students)vi. LAAlliancePatti&PeterNeuwirth(30students)vii. LAAllianceCRHS#16(30students)

b. OnecommunitycollegeWebpresentation,toatotalofsevenstudentsi. ColumbiaCollege(7students)

c. Twoin-person,e-outreachrelatedschoolvisitsandonefairtoatotalof218studentsi. Twoschoolsin-person(68students)ii. LAAlliancecollegefairin-person(150students)

d. LAAllianceschoolpartnershipoutcomes:

Allianceschoole-outreachseniorclasspresentationoutcomes:56.25%ofseniorscontactedappliedwithanaverageshippingofmaterialscostpercontactof$0.24perprospectivestudent.E-outreachpresentations

Totalseniorscontacted

Totalapplications %ofcontactsapplied

4 144 81 56.25% Since2012,therehasbeena211%increaseinmatriculationfromAllianceSchools. TotalApplications TotalSchools TotalMatriculantsFall2016 222 13 28Fall2015 206 12 12Fall2014 171 12 9Fall2013 101 10 15Fall2012 41 5 9Fall2011 27 6 0• ShastaCollegeagreedtoparticipateintheE-Outreachinitiativebyimplementingafall2016

appointmentschedulingprocesswithintheirTransferCenter.• ContinuedcollaborationwithLosAngelesAllianceSchoolDistrict(14highschools)to

encourageaspiringstudentstoattendChicoState.


• Admissionscounselors,FTFcoordinators,andtransferevaluatorsassistednearly32,720applicants(fall=30,467;spring=2,253)duringthe2016applicationcycles.

• AdmissionsCounselorsvisited320highschoolsduringcollegefairs/visitsandparticipatedin72collegestransferdays.

• AdmissionsCounselorsParticipatedinavarietyofNorthStateInitiatives(e.g.,CollegeOPTIONS,ExpectMoreTehama,College:MakingItHappen,ShastaCountyHigherEducationTaskForce,andtheShastaCountyREACHHigherInitiative).

• Counselorsservedover21,000prospectivestudentsastheyconsideredattendingChicoState.

VisitorExperience• Providedtoursandcampusinformationto13,640studentsandfamilies.• Conductedpre-tourpresentationsandtoursMonday-Saturdayfor5,907visitors,including

2,211prospectivestudents.• ChicoPreviewDay:providedwalkingtoursto637visitors,includingwalkingtoursinSpanishto

sevenvisitors.• ChooseChico!:providedwalkingtoursto777visitors,includingwalkingtoursinSpanishto32

visitors.• Specializedtourprograms:provided122toursto5,184middleschool,highschool,and

communitycollegestudentsvisitingfromLosAngelestotheOregonborder.SupportedtheChicoStudentSuccessCenter’s(CSSC)hostingprogram,whichincludedeightgroupsand574students.Alsosupportedavarietyofon-andoff-campusdepartmentsandprograms(e.g.,Nursing,Physics,Business,TRiO,Art,Engineering,andAdvancement)viaIndividualDetermination(AVID).

• SupportedspecialvisitsfortheCrossCulturalLeadershipCenter(CCLC)Pipeline2Collegeprogram.

• Providedbustravelstipendsupto$1,000andon-campusmealstoninetargetedschools,hosting363students,mostofwhomwerestudentsofcolor.

• ExpectMoreTehamaandCollegeOPTIONScollaborations:hosted772eighthgradestudentsfrom12TehamaCountyschoolsoverthecourseof11days.

• WildcatBookstorecostsharedwiththeOfficeofAdmissionstohelppromoteChicoState.

ProfessionalDevelopment• Admissionsstaffparticipatedinover15differentwebinarssponsoredbyhighereducation

leadersandattendedvariousprofessionaldevelopmentcampusworkshops.• Admissionslaunchedtheofficefieldtripinitiative:13experienceswhichincludedtopics

suchas:HSI,sustainability,diversity,studentorganizations,academiccolleges,individualdepartments,andmore.

• TheentireAdmissionsstaffattendedtheCSUCounselorsConferenceatSonomaState.• StaffparticipatedinanAdmissionsStaffRetreat.Theeventincludedspecialspeakers,tours

ofcommunityandcampuspartneroffices,andteam-buildingactivities.• SixstaffparticipatedinthePAUSEconferencesponsoredbytheStudentAffairs

ProfessionalDevelopmentCommittee.


DiversityInitiatives• SouthernCaliforniaregionalrecruiterfocusedonpersonalizeddiversityrecruitmentintheLos

AngelesandSanDiegoareas.• HostedInglewoodUnifiedpartnershipstudentsforatwoandahalf-daycampusvisitthat

highlightedcollaborationwithcampuspartners.• Providedadmissions/applicationworkshopsandspecialcampustoursforprogramssupporting

low-income,first-generationstudents(e.g.,CSSC,EqualOpportunityProgram(EOP),TRiO,AVID,CollegeOPTIONS,andMESAEngineeringProgram(MEP).

• Provided$1,000travelstipendstoninehighschoolsoutsidelocalserviceareaaspartoftheAdmissionsStipendProgram.Juniorsandsophomoreswereinvitedtovisitcampus,participateinworkshops,andexperiencecampuslifeinanefforttoexpanddiversityrecruitmentoutsidetheservicearea.

• CoordinatedsupportoftheCSU-sponsoredParentInstituteforQualityEducation(PIQE)programinfourservice-areahighschools,includingcommencementspeeches.

• Twostaffmentoredfall2016EOPSummerBridgestudents.• ThreestaffparticipatedinyearoneoftheEOPBrotherhoodInitiative.• SupportedFosterYouthProgrameventsandprospectivestudentfollow-up.• SupportedprospectivestudentsthroughtheVeteran’sEducationalSupportTeam.• Associatedirectorofoutreach,recruitment,andmarketingservedontheChancellor’sOffice

NativeAmericanandCommunityCollegeCounselorConferenceWorkgroups.• Associatedirectorofoutreach,recruitment,andmarketingattendedNativeAmerican

ConferencehostedbyCollegeBoardinTempeArizonautilizingfundsprovidedbyExternalRelationsattheChancellor’sOffice.

• ParticipatedintheSpanish-speakingsummerorientationprogramplanning.• StaffparticipatedintheChicanoLatinoCouncil,AB540(Non-ResidentTuitionExemption)

supportgroup,andassistedwiththeLatinoGraduationCelebration.• StaffparticipatedintheStudentAffairsDiversityCommittee,includingtheStudentAffairs’

DiversityPosterSessionhighlightingAdmissions’diversityeffortsandachievements.• Over1,000admittedstudentswerecontactedduringadiversitycallingcampaigninspring

2016.

ProcessingandTechnology• Providedspecializedadmissionapplicationsupportformanyofficesandprograms,including,

butnotlimitedto:OfficeofInternationalEducation(OIED),GraduateStudies,AB540,CSSC,EOP,Nursing,RegionalandContinuingEducation(RCE),AssociateDegreeforTransfer,Athletics,Journalism,ConstructionManagement,Agriculture,SocialWork-DistanceLearning,FosterYouth,Veterans,andTRiO.

• ConductedOn-the-SpotAdmissionsappointmentsatserviceareacommunitycolleges.• BegancollaborationwiththeSierraCollegeNevadaCountyCentertograntlocaladmission

considerationtothispopulation.ContinuedcollaborationwiththeTahoeTruckeecampusaswell.


• AssociatedirectorofadmissionsandoperationaltechnologywasinvitedtobeamemberoftheCSUChancellor’sOfficeMentorImplementationTeam.

III. CHANGESINPOLICIESANDPROCEDURESCallCenterAcallcenterwaslaunchedinspring2016toexpandthenumberofcontactswithprospectiveandadmittedstudents.Aseriesofcallcampaigns,basedontrendsinenrollmentmanagement,wereusedtoassistwithoutreach,recruitment,andyieldingoffutureChicoStatestudents.PrintingEffectivefalls2016,allprintpublicationsproducedfortheOfficeofAdmissionsarealignedwithcampusmarketingguidelines.EachAdmissionsprintjobisevaluatedtoassureworkiscosteffectiveandthattopqualityproductsareproducedwithinanexistingbudget.Certainproductspreviouslyprintedinblackandwhitearenowprintedinfullcolor.Outreach,Recruitment,VisitorsExperience,Marketing,andProcessingMeetingAnewcommitteewascreated,effectivespring16,toreplacethepreviousmanagersgroup.Thecommitteeconsistsofstaffthatworkswiththevisitorexperience,communications,processing,andrecruitment.OrganizationalRe-AlignmentTheorganizationalchartfortheOfficeofAdmissionswasupdatedtoclearlystatetherolesofallstaff.


IV. RESOURCESSUMMARYFinancialSummaryfor2015-16 BaseBudget Salaries $985,153.00 OperatingExpenditures $368,300.49 TotalBaseAllocations $1,353,453.49 One-TimeAllocations: WorkStudy $42,000.00 AdditionalWorkStudy $3,000.00 NorthStateInitiative $28,000.00 TotalOne-TimeAllocations $73,000.00 TotalAdmissionsBudgetAllocations $1,426,453.49PersonnelActivity2015-16• NewHires

o HiredNorthStateLiaison,SSPIA(5/9/16)o HiredAdmissionsCounselor,SSPII(5/24/16)o HiredOfficeManager,ASC(1/29/16)

• TemporaryHire(s)o RetiredAnnuitant,EvaluatorI(intermittent(8/17/15-5/31/16)o TemporaryHire,Coordinator(12/17/15–1/29/16)o RetiredAnnuitant,Recruiter(9/28/15-11/12/15)

• In-RangeProgressionso AdmissionCounselor,SSPIIo AdmissionsCoordinator,ASCtoLEADPositiono TransferAdvisor,SSPIItoLeadPosition

• Reclassificationso AssistantDirectorofProcessingtoAssociateDirectorofAdmissionsandOperational

Technology(AdminItoAdminII)o AssociateDirectorofAdmissionstoAssociateDirectorofOutreach,Recruitment,and

Marketing• Retirements

o OfficeManager,ASC(12/30/15)• CSUInternalTransfers

o AdmissionsCounselor,SSPII(3/11/16)o AdmissionsCounselor,SSPII(2/1/2016)o AssistantDirectorofOutreachandRecruitment,AdminI(2015)o TransferEvaluator,SSPII(9/30/15)o TransferEvaluator,SSPII(11/5/15)

• Other


o TransferEvaluatortoAdmissionsCounselor,VoluntaryReassignmenttoAdmissionsCounselor(6/1/16)

o AdmissionsCoordinatortoTransferAdvisor,VoluntaryReassignment,ASCtoEvaluatorI(4/11/16)

Facilities/Equipment• Purchaseof3DellLaptopsfromITSS• Obtainmentof2computersfromITSSatnocostduetosurplusmodelwithsinglemonitor• ServiceagreementthroughITSSfor3remoteWiFidevicesforrecruitmentpurchases

V. PROGRAMEVALUATIONFOR2015-2016

1. ImplementtheenrollmenttargetsdeterminedbytheChancellor’sOffice,inconsultationwith

theUniversityPresidentandCabinet,withaprioritytoincreasestudentdiversityandprovideaccesstounderservedstudents.RemainmindfulofuniqueUniversitydiversitygoals.(UniversityStrategicPriorities:1,3,4,5,and8;StudentAffairsGoals:1,2,and3)• Invested$10,000inCappex/CollegeGreenlightforconnectingwithstudentsofcolorand

developingnewrelationshipswithcommunity-basedorganizations.• Provided$1,000to12HighSchoolsfortransportationstipendsandmealstobringdiverse

studentstotheChicoStatecampus.• Coordinatedwithcampusprograms(CSSC,PipelineThroughCollege,MEP,Educational

TalentSearch(ETS),andvarietyofcommunity-basedorganizations(CBO’s)toprovideon-andoff-campusservices.

• Attended21diversity-specificeventsacrossCalifornia,includingCampusPride,CSUExternalRelationsInitiativeevents,HispanicCollegeFairs,andmore.

• Associatedirectorofrecruiting,outreach,andmarketingbecomeamemberoftheNativeAmericanExternalRelationscommittee.WorkstoobtainfundstoimproverelationswithourNativeAmericancommunity.Criteriaforsuccess:XMet___ExceededUnfinished/Unmet

2. Developstrategiestointegratecampuspartnersintomarketing,communication,and

recruitmentprograms.Strengthencollaborationwhileleveragingtheexpertiseeachpartnerprovidestopromotestudentsuccessinitiativesandyieldadiversestudentpopulation.CreateanAdmissionsstrategicplanthatalignswiththeStrategicEnrollmentManagementPlan.

(UniversityStrategicPriorities:1,6,and8;StudentAffairsGoals:1,and3)

• Launcheddiversity-targetedcommunicationsfor“ChooseChico!”yieldevent.• AdmissionscoordinatedwithMEPandCSSCtoattendcertaineventsduringthefalland

springtravelcycles.


• CoordinatedeffortswiththeMusicandTheatredepartmentstorecruitandyieldstudentsintotheirrespectiveprograms.

• Admissionsstaffhasconductedcollegevisitsinordertolearnmoreabouteachcollegeandacademicdepartment.

• AssistedConcreteIndustryManagementindevelopingnewmarketingmaterialstorecruittheirlargestnumberofapplicantstodate(fall/spring=61)withhalfoftheapplicantsmatriculating.

• Admissionsstaffcontinuestoworkwithstudentgroupsacrosscampusinsupportoftherecruitmentandretentionofdiversepopulations(LGTBQ+,AB540,Veterans,ChicoHillel,HmongStudentGroup).

• TwoAdmissionsstaffattendedtheDiversityCertificateprogramofferedbytheOfficeofDiversityandInclusion.CriteriaforSuccess:XMet___Exceeded___Unfinished/Unmet

3. CreateanAdmissionsstrategicplanthatalignswiththeStrategicEnrollmentManagement

Plan:v Developastrategicplantoenhanceresources(e.g.,fiscal,staff,and/orsoftwareupgrades),

placinggreateremphasisonhowHobson’sCRMplatformisutilized,includingcustomerservice,marketing/communications,andassessmentofprojectscenteredorstreamedfromCRMdata.

v Developastrategicplanthatenhancesresources(e.g.,fiscal,staffing,and/orsoftwareupgrades),andstreamlinesinternalprocesses,whereverpossible,tocontinuallyimprovetheadmissionsapplicantexperienceandincreaseoperationalefficiencies.

(UniversityStrategicPriorities:1,3,4,5,and8;StudentAffairsGoals:1,2,and3)

• WhentoWorkwaspurchasedtosupportstudentemployeeschedulingandprovidestudentpayprojectionstoassistindecision-making.

• GreaterutilizationofHobson’sdashboardstoimproveprocessesregardingoutreach,recruitment,andyieldingstudentstoChicoState.Thisincludesdashboardcreationrelatedtoacademiccollegestatuses.

• Revisitingthemanagersmeetingandultimatelycreatinganewmeetingtodiscussthetopicsofmarketing,recruitment,processing,andcommunications.

• Visitorcoordinatorstartedtheevaluationprocessoftheentirevisitorexperienceandfrontdeskservice.

• Lucidchatisutilized,atnocost,toassistinlayingoutorganizationstructures,processflows,communicationrelateddocuments,andmore.

• ImplementationofBasecampastheofficeprojectmanagementsystem.

CriteriaforSuccess:___Met___ExceededXUnfinished/Unmet


OngoingAssessmentEffortsRecruitmentTheinstituteoforiginreportwasupdatedtoinformtheteamonapplicationstomatriculationsforspecifichighschoolsandcolleges.Admissionsstaffarealsoutilizingadditionaldatatohelpinformtheirdecisionsrelatedtorecruitmentgoals.DatasourcesincludeEDData,CSUDashboard,Insight,andChegg.MarketingandCommunicationsStaffmembershaveattendedfreewebinarsandreaduponthelatesttrendswithinreleasedwhitepapers.Theinformationlearnedthroughwebinarsandwhitepaperswillhelpmoldfuturedecisions.Webinarsincluded:

• MythbustingAdmissions:Whereprospectsandprofessionalsagree,anddisagree,onEnrollmentMarketing,Messages,andChannels.(mStoner,Inc.)

• ImprovingYieldThroughDigitalMarketing(Carnegie)• StudentSearch2.0:TheDigitalRevolution(Carnegie)• EightStepsforCreatingaCollegeMarketingandCommunicationPlan(RuffaloNoelLevitz)• CSUResearchconductedbySimpsonScarborough• 2016Report:CostofRecruitingandUndergraduateStudent(RuffaloNoelLevitz)

Cappex/CollegeGreenlight4,852prospectswereuploadedintoHobsonsConnectwith921turningintoapplicantsforfall2015andspring2016.Outofthe921applicants,thevisitorprogramtouredatotalof394guests.

21

374

9

508

2 1 621

376

10

514

0

100

200

300

400

500

600

Admit Applicant IntenttoEnroll Matriculant

Cappex/GreenlightOutcome15-16

Fall2016 Spring2016 GrandTotal


Top20AcademicPlansselectedbystudentssourcedbyCappex/GreenlightDataSourceAcademicPlan TotalPre-Nursing(UNDG) 97Undeclared(UNDG) 75CriminalJustice(BA) 72Psychology(BA) 51BusAdmin:Management(BS) 39Kinesiology:MovementSt(BA) 34AnimalScience(BS) 32ComputerScience(BS) 32BusAdmin:Marketing(BS) 29MechanicalEngineering(BS) 20ChildDevelopment(BA) 18BusAdmin:Accounting(BS) 17LBST:Pre-CredPtrn(UNDG) 16SocialWork(BA) 16Sociology(BA) 15Biol:General(BS) 13Biol:CellularandMolecular(BS) 13ExercisePhysiology(BS) 13BusAdmin:Entrepreneur(BS) 12CivilEngineering(BS) 12

AmericanIndian/AlaskaNa_ve

1%

Asian/PacificIslander7%

Black6%

Hispanic44%

Na_veHawaiian/OthPacIsland

1%

NotSpecified

1%

TwoorMoreEthnici_es/Race

6%

White34%

Cappex/GreenlightDiversity


VisitorProgramExperience

0 20 40 60 80 100 120

Poor

Fair

Good

Great

Excellent

OverallTourExperience

0 20 40 60 80 100 120

Poor

Fair

Good

Great

Excellent

TourReserva_onProcess

0 20 40 60 80 100 120 140

Poor

Fair

Good

Great

Excellent

TourStaff

0 20 40 60 80 100 120 140

Poor

Fair

Good

Great

Excellent

TourGuide


YieldEvents• ChicoPreviewDay,anannualcampus-wideopenhouseforprospectivestudentsandtheir

families,washeldonOct.24,2015.Wehostedover617studentswith1,300totalvisitors.Participantswereaskedtorespondtoasurveyandtheresponsesarelistedbelow.

0 10 20 30 40 50 60

Poor

Fair

Good

Great

Excellent

HousingTour


• ChooseChico!,anannualcampus-wideopenhouseforadmittedstudentsandtheirfamilies,washeldonApril9,2016.Thiseventservesasourmainyieldeventforfallenrollment.Finalattendancenumberswere1,384studentswith3,754totalvisitors,almosta5%increaseoverpreviousyear.Participantswereaskedtorespondtoasurveyandtheresponsesarelistedbelow.

VI. ANALYSIS:WHATACTIONSNEEDTOOCCURTOMOVETHEPROGRAMTOTHE“NEXTLEVEL”?

• Basebudgetincreases,forbothstaffingandoperatingexpenses,arecritical.Historically,

Admissionshasrespondedtonewinternalandexternalmandateswithnobudgetgrowth.Staffinghasnotkeptpacewiththeadmissionsapplicationincreasesandbusinessprocesscomplexity.Toenhancerecruitmentandoutreach,inparticularforstudents-of-color,additionalresourcesareneededtopromotethevalueofaChicoStatedegree.BasedonreportsproducedNoelLevitz,ChicoStateiscurrentlyinvestingbelowthenationalaverageforrecruitingandyieldingstudents.


• Technologyadvancementsareneededtoexpandrecruitmentoutreach,admissionsapplicationprocessing,webandsocialmediapresence,andongoingcommunicationwithprospectivestudents:HobsonsCustomerRelationshipManagement(CRM),PeopleSoftintegration,ImageNowdocumentmanagement(includingOCRtoprocesselectronictranscripts),aswellaswebsiteandvideoenhancements.

• Comprehensiveneed-andmerit-basedscholarshipprogramexpansiontoassistinincreasingadmittedstudentyields,inparticularforstudents-of-colorandfirst-generationstudents.

VIII. PROGRAMOBJECTIVESFORNEXTACADEMICYEAR

1. Launchofredesignedadmissionspacket,mobileoptimizedwebsite,visitorexperiencepacket,andnewmarketingitems.

2. CompletionofareimaginedvisitorexperienceforallguestsofChicoStatewithfullwallgraphics,banners,androbustvisitorpacket.

3. SuccessfulcompletionofcontractsigningandfundingofnewCRMandOCRfortheOfficeofAdmissions.

4. ObtainadditionalresourcesandfundingtosupporttheOfficeofAdmissionsinitiativesandachievingthegoalssetbytheUniversity.

5. ExpandOn-The-Spot-AdmissionstoincludetheNevadaCountyCenterfall2016.6. Re-evaluatetransferadmissionsoperationstohelpyieldadditionaltransferstudentsand

toprovidetransferadmissionsdecisionsinamoretimelyfashion.

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