From November 16th to 19th, 2008, AACRAO is hosting the 18th Annual Strategic Enrollment Management (SEM) Conference. Kathy Kimpton, Director of Student Success and Registrar at Confederation College (Thunder Bay ON), is attending the conference and will be blogging daily from Anaheim, CA. For those who are unable to attend, follow her daily blogs to hear about SEM concepts and practices, emerging trends and what is happening in the world of SEM…all from a Canadian perspective!

PRE-CONFERENCE DAY

The AACRAO SEM Conference professes to be “the premier educational experience for enrollment managers as well as other professionals seeking an enhanced understanding of SEM.” If this year is like any other, attendees will not be disappointed. With nearly 800 participants from seven countries, one can gather that the SEM movement is catching on. This growth is most evident among Canadian institutions with approximately 115 registrants this year. Go Canada! In addition to a diverse geographical background, participants represent a broad scope of positions at a variety of higher education institutions. The sessions focus on a variety of SEM-related topics including creating SEM plans, utilizing technology, making data driven decisions, leveraging financial aid and creating buy-in. The conference is ideal for either new or seasoned administrators that have enrolment management functions in their portfolio, and there appears to be numerous academics, student service professionals, and even presidents attending. I feel fortunate to be here with a team that includes a very supportive Vice-President Academic and Student Services, a Dean, and an Associate Registrar…I know, I have it really good. I realize that not everyone is so fortunate, which is the motivation for this blog. I hope to bring you some insight into SEM, provide you with some knowledge to begin discussing SEM at the right tables, and perhaps give you a reason to attend this conference next year. If this sounds good, then read on for highlights from the Pre-Conference day.

Enrollment or Enrolment: Implementing SEM in the Canadian Context
Presented by Susan Gottheil and Clayton Smith

Recognizing the fact that there was a record number of Canadians in attendance this year, the conference organizers arranged for a specialized pre-conference workshop. It is no secret that in the world of higher education Canadians believe they are different than Americans…not better, not worse, just different. Addressing these differences, Enrollment or Enrolment: Implementing SEM in the Canadian Context was a full day session delivered by two Canadian colleagues, Susan Gottheil and Clayton Smith. Many of you might recognize Susan’s name from her tenure as Associate Vice-President (Enrollment Management) at Carlton University. Since then she has relocated to Mount Royal College (Alberta) where she has been instrumental in their positive growth in enrolment. Clayton is Vice-Provost, Students and Registrar at the University of Windsor. Prior to becoming Vice-Provost, he held senior enrolment management positions at several American institutions, which creates an interesting ‘Ameradian’ perspective. Together, Susan and Clayton also arranged the first Canadian SEM Summit last April…something that I think should be an annual event! No pressure, guys. With such a great turnout of Canadians at this conference you should have many colleagues to assist you!

This session was ideal for any Canadian beginning the SEM journey. For many of us, the opportunity to examine and discuss an institutional SEM audit provided insight into institutional gaps and stressed the importance of a clear institutional mission with alignment to enrolment goals. Susan and Clayton spent a considerable amount of time educating their audience about SEM while referencing the works of some SEM experts such as Stan Henderson, Jim Black, Bob Bontrager and Michael Dolence. While learning about the fundamental similarities and differences between the Canadian and American approaches to SEM, it was reinforced that there is no one way to implement enrolment management. Discussion ensued on the important topics of institutional buy-in and the creation of a data-rich environment to drive strategies and make informed decisions. Clayton referred us to a Canadian SEM Resource Library they have created. Congrats to Susan and Clayton. This website is fantastic! It houses presentations from conferences and a wide variety of applicable articles. It is going to be a fantastic way for us to keep connected and share our knowledge with others. Anyone who is interested in contributing to the website can do so by clicking on the appropriate link and Clayton will upload your submission. Move over, Americans…we have arrived!

Taking SEM Online: High Touch Recruitment at Calpoly
Presented by Jim Maraviglia

Following the midday break, I left my colleagues with Susan and Clayton to attend an afternoon session offered by one of my favorite SEM presenters, Jim Maraviglia. Jim is the Assistant Vice-President for Admissions, Recruitment and Financial Aid at California Polytechnic State University (Calpoly) in San Luis Obispo, CA. I am a huge fan and have followed his progress at Calpoly for years. If you want to see innovative ways of using technology in recruitment, you need to check out what he is doing at Calpoly...be prepared to be amazed! He is constantly trying new and innovative ways of reaching students…I think he was the first to use an electronic application, electronic viewbook, and CRM in higher education. In this presentation we looked at the history of enrolment management at Calpoly and examined the use of various high-tech strategies in recruitment. Jim re-engineered the institution from three distinct units (University Outreach, Admissions Processing, and Financial Aid Processing) with no plan to a seamless operation with a strategic plan that focused on students and faculty and empowered staff. And all of that was accomplished with less staff and less budget…too good to be true? Not at all. By employing a market-driven approach, fully utilizing technology, determining the return on efforts, and improving access to support and financial services he changed the institution from ‘Cowpoly’ to ‘Calpoly’ in a remarkable period of time. I believe that Calpoly might be the first higher education institution that does not use paper in their recruitment. No need to adjust your glasses…you read that correctly. Their entire recruitment process from prospect through to registrant (including the offer of admission) is paperless. A mini CD revolutionized the way they approached recruitment. The use of electronic forms of communication is more cost effective and, unlike paper, there is the ability to measure the return on investment. Like a true leader, Jim takes these ideas, creates the vision, and then credits his team for the implementation.

Some of us can only dream of a robust prospect database of over 400,000 like his, but what makes it even more desirable is his use of predictive modeling to filter these prospects. The use of Hobsons’ EMT allows them to develop a prospect VIP page, send customized email and text messages, engage in social networking, and gain essential data on each prospect and activity. Chats, blogs, and phone broadcasts are also part of their paperless recruitment activity.

I was prepared to have a bit of a review of his session I attended two years ago, but of course I should have realized that anything that Jim did two years ago is passé now. While some of us are still trying to implement traditional text email, Jim has moved on to bigger and better. While some of us still refer to the traditional SEM funnel, Jim has moved on to a newer approach. While some of us…well, you get it. I can’t keep up with this guy, but like many attending his session I am going to try. Jim freely shares his much of what he has learned…or at least he does when you claim you are from a small, Northern Ontario college and are not competition for the like of Calpoly! And now I have figured out why he shares everything. By the time we have figured out what to do with it he has moved on to something else!

If you enjoyed this coverage, stay tuned for an update from Day 1 of the conference (today was just the pre-conference day). Tomorrow you can read about:

• Pushing the Envelope: Personalized Communication Plans for Multiple Market Segments
• “From Good to Great:” The Application of Hedgehogs, Flywheels, and Big Hairy Audacious Goals for Managing an Institution’s Enrollment Condition
• The Role of Financial Aid in Canadian SEM

For those of you who may be interested in participating but unable to attend, there are SEM Conference Webinars. Don’t miss out on the opportunity to learn from experts in the field! Cheers for now,

Kath

DAY 1

I want to mention a few interesting points made by Bob Bontrager prior to the plenary. In the near future AACRAO is going to be awarding its first Strategic Enrollment Management Award. AACRAO is also working on its first SEM course. More information about both of these new initiatives will be posted on the AACRAO website.

One Student, One Family, One Generation
Presented by Dr. Shirley Reed

Day 1 of the AACRAO SEM Conference kicked off with an opening plenary. Dr. Shirley Reed, President of South Texas College (STC), provided an enlightened discussion about SEM from a President’s perspective. A self-professed, gifted micromanager (her words, not mine), Dr. Reed took a vision of providing an opportunity to higher education to over 20,000 in south Texas and made it a reality. STC went from four small buildings with no funding, no computer system, and a lofty goal of 20,000 students by 2010, to 22,000 on five campuses in just 15 years. Dr. Reed admits that only some of this growth was actually strategically planned, but all of it was welcomed.

Those of us with an understanding of First Generation Students could relate to the topic at hand… One Student, One Family, One Generation. Like many of us, she recognizes that if you serve one student you have served a family and a whole generation. Helping one student helps to change a family forever. Changing a family changes a generation. Changing a generation means preparing that generation for the competitive environment of the global economy. Right now we are all facing tough economic times. The United States went from #2 to # 16 in countries with the percentage of adults who attain a higher education (sorry Canadian colleagues, I cannot compare where we are because I am not certain where she gathered this stat from). As this number declines, so too will the standard of living and the ability to compete globally. Dr. Reed believes that with a focus on student success as the foundation of SEM, we can all begin to confront this economic crisis.

Although many may debate her theory that we don’t need a SEM plan (I heard a few gasps in the crowd) she presented a different approach that fits her institution well. Coined as ‘issue- based management’, Dr. Reed described it as an inclusive cross-functional approach for planning and enrolment management. It looks at an issue affecting the college and responds to it by validating what needs to be done and establishing all campus buy-in with broad consultation. It is data driven (you are going to hear this reinforced everywhere) using both qualitative and quantitative data. This would be an ideal time to mention a quote which I think can be attributed to Bob Bontrager, “the plural of anecdote is not data.” I’m going to have that framed in my office when I get back!

Dr. Reed identified a few challenging issues facing STC, as well as other colleges, such as lack of preparedness. It is our responsibility to partner with secondary schools in order to create prepared students. We can’t play the blame game. We need to meet students where they are and take them to where they want to be. We also have to connect the dots between recruitment, admissions, engagement, and retention to student success. Dr. Reed shared some insight into the Community Colleges Count Initiative. This is a multiyear national initiative to help more community college students succeed. The initiative is particularly concerned about student groups that traditionally have faced significant barriers to success, including students of colour and low-income backgrounds. As part of this program, Dr. Reed took the time to listen to the voices of students and found herself moved by what they had to say. She reinforced the message that we need to accept our students with all they bring with them and we have a moral responsibility for their success. On a closing note, Dr. Reed made a plea for more heart in SEM…it needs to be about a new SEM (Student Empathy Management). So true!

Pushing the Envelope: Personalized Communication Plans for Multiple Market Segments
Presented by Jasmine Pandit (and colleagues)

Jasmine Pandit, Director of Enrollment Operations and CRM Administrator at Southern New Hampshire University (SNHU), delivered a session on segmented communication plans that was appropriate for those at the beginning stage of development. In setting the stage for why they needed to change the way they did business, the SNHU team described a process they had for communication, which I am sure sounded familiar to many in the room. Will anyone admit to having a basket next to a phone with prospect inquires that didn’t get acted upon until the basket was full? Come on now…at some point we were all there, weren’t we?! In addition to this inefficient way of managing prospect communication, SNHU was plagued by many areas that operated as stand-alone units with their own mini-systems for processes and procedures.

With the belief that that key to successful enrolment is setting strategic goals and communicating in a systematic and timely manner, SNHU began their search for a solution in the form of a CRM. EMAS Pro was selected as a vendor of choice to assist them in achieving their goals of improving communication, developing metrics, creating efficiency and implementing their strategies. Along the way they learned that team work is crucial, that expectations and roles must be clearly defined, that buy-in is essential, that a phased in implantation must be flexible, and last (but definitely not least) that patience is the biggest virtue.

EMAS Pro worked with SNHU to create a common look for college-wide communication while still maintaining the uniqueness feel of each campus. This CRM automated logic-based, multi-channel communication plans, segmented prospective student populations to allow targeted recruiting, and used logic based communication to personalize communication. It tracked all communication so that anyone has the information required to assist any student. The automated communication (targeted, ad-hoc and standard) covers all aspects of the student life spectrum from cradle to grave. Jasmine and her team detailed their communication plans which they customized for each unit and exemplified an ideal solution to the basket next to the phone. And for those of you who wonder…following the adoption of the CRM, SNHU metrics showed a significant growth in enrolled students.

From Good to Great: The Application of Hedgehogs, Flywheels, and Big Hairy Audacious Goals for Managing an Institution’s Enrollment Condition
Presented by Slippery Rock University

The title probably drew most of the attendees in, but the team from Slippery Rock University (SRU) kept us there with their enthusiastic and knowledgeable session. Led by Amanda Yale, the presentation delivered by this team was amazing! Amanda is a seasoned SEM presenter and another favorite of mine. Her energy and enthusiasm are contagious and it is evident that her team shares the same passion…something that appears to start at the top with their President, Robert Smith, who also took part in the presentation. There is nothing ‘slippery’ about this school and this dynamic group…they are on solid ground.

Based on the popular book by Jim Collins, Good to Great, this team showed how Collins’ concepts can be applied to higher education. They presented a model to which they aspire, with a self-perception that they are doing some things really well, other things fairly well and a few things not so well. The team gave a detailed overview of the background of SRU and spent time laying the foundation for a more detailed discussion of the following “Good to Great” concepts:

Good is the Enemy of Great
• make improvements in student engagement and retention / graduation rates using a data-driven approach
• stop doing some things to free up resources to redirect elsewhere
• good to great transformations never happen in one fell swoop
Level 5 Leadership
• find passionate people interested in improving enrolment
• need a mix of humility and professional will
• need a sense of ambition for the organization and not self
• be willing to take risks
First Who…Then What
• fill the bus with the right people in the right seat and make sure they know where they are going (their President stated that he only hires people with a passion and not those just looking for a job…no wonder this place rocks!)
• give the best people your biggest opportunities and not your biggest problems
• hire slow, fire fast
• great vision without great people is irrelevant
• develop cross-campus collaborations to improve student learning
Confront the Brutal Facts
• Stockdale Paradox “maintaining unwavering faith in a positive outcome concurrent with facing the brutal truth”
• face enrolment challenges and create an environment for change
• create a climate where the truth is heard and shared
Hedgehog Concept
• know what we can be the best at, what we are passionate about and what drives our economic engine
The Culture of Discipline
• create a framework of responsibilities (not jobs) across the institution for improving efforts to manage enrolment
• “not to-do” lists are as important as “to-do” lists
Technology Accelerators
• integration of business intelligence for data-driven decision making
• use technology to accelerate momentum, not create it
• it is not about technology but it is about our core business and making our core business better
The Flywheel
• make slow deliberate changes, a series of buildups and breakthroughs, which leads to building momentum
• be relentlessly consistent over time
From Good to Great to Built to Last
• build an organization that can adapt through time
• create a passionate culture that preserves the core and stimulates progress
• change and improve everything except your core values
• translate the purpose for having big, hairy, audacious goals

This school has taken a considerable amount of time understanding their mission, establishing their goals and setting a direction and a focus. They have moved from an institution that Collins’ would have described as mediocre to one that we would all agree is excellent! They give many of us something to aspire to. Well done!

And what is in store for Day 2?

I am still uncertain about what sessions I will be blogging about tomorrow…I will be arm wrestling with our Associate Registrar, Don Duclos, to see who gets first pick. Let’s see who wins!

Until then,

Kath

After two days of blogging I thought I would try something a little different. Here are two thoughts.
First, after checking in with the Academica website I had an opportunity to read how long my blogs were and I realized that brevity is not my strength. No surprise for those that know me well. One of my research profs used to say “Just the facts, Kath, just give me the facts.” So I will shorten my reports and provide you with some links if you are interested in reading more.

Second, I am only one person with one opinion. With so many of my Canadian colleagues in attendance this year I would love to provide readers with the opportunity to read about other sessions and differing views. At any given time there could be a dozen sessions occurring. I can only attend one at a time and I am sure readers of this blog would love to hear about more. So that means I need any colleagues who are attending this event and reading this blog to participate. That means you…Don D, Judi M, Joe V, John S, Marian S, Susan G, Clayton S, Barb B, Peter D, Phil H, to name a few. Please spread the word and submit any blogs to me and I will include them in my submission to Katherine at Academica. It would be great if each of us could comment on our favorite session!

Check back later for details on sessions from Day 2 and 3.

Cheers,

Kath

I can’t believe I forgot to comment on one of my sessions on Day 1. Peter Dueck provided an insightful session on The Role of Financial Aid in Enrolment Management. The spelling of enrolment is correct...Peter presented this information from a Canadian perspective. Peter humbly stated that he felt he may not be the best person to deliver this information given the unique characteristics of his institution, the University of Manitoba. With an accessibility mandate, no enrolment quota, ‘need blind’ admissions, and a freeze on tuition, his situation may be perceived as inimitable by many. That being said, Peter gave a really informative session and handled questions with the confidence and knowledge that comes with many years of experience.  After explaining the Manitoba context, Peter took us for a Disney-style rollercoaster ride though history. We needed to fasten our seat belts as we covered more than three centuries of US government aid followed by over a century of Canadian aid. While the ride was quick, it set the context needed to understand what is currently happening in financial aid today. References were made to recent writings by Don Hossler and David Kalsbeek in AACRAO’s College and University journal. Peter also referenced an older book by Michael Coomes (2000) that examines the role student aid plays in SEM. Much credit was also given to the recent work by Susan Gottheil and Clayton Smith as Peter discussed the difference between Canadian and American SEM. What I really valued was his ability to clarify the various financial aid definitions that many of us struggle with. He gave us a great lesson on the importance of understanding language when we are discussing financial aid. Read Peter’s AACRAO SEM handout for an explanation of preferential, differential and price-sensitive packaging and more.  For someone who thought he wasn’t qualified to give the session, he was pretty impressive!

DAY 2

High Tech and High Touch:  Integrating the Web and Print Using Variable Print Technology
Presented by Cam Cruickshank and Heather Taynor (Tiffen University)

Tiffen University is a four-year private university in Northwest Ohio with several satellite campuses. It was faced with the task of increasing the volume of work they did with no increase in their operating budget. Sound familiar? By reorganizing their departments, reengineering their workflow, implementing a CRM and changing personnel, they found cost saving measures to be successful and reach their goals. I am sure there were a few skeptics in the room (OK…I was a little doubtful when they made it sound so easy) but what they showed us made most jealous! Tiffen University has created an elaborate personalized system of communicating with their students.  Working collaboratively with Metzgers, they moved to variable data print (VDP).  So what does that mean? Tiffen University customizes publications and prints on-demand in smaller quantities. Using information garnered about their prospects, they will create a publication where the pictures, academic programs, extracurricular activities, student type, and other unique identifiers match the prospect requesting the information. Testimonials, pictures of students, descriptions of activities and text are just a few of the areas that vary for each piece. Each publication is printed when requested to allow for this customization. The samples of their work were impressive. I am sure I won’t be the only one entering my information into their prospect database to see what the rest of their communications look like.

The Power of the Plan: Linking Enrollment Management Goals with University Strategic Initiatives
Presented by Lawrence Lesick (Widener University)

“If you don’t know where you are going, anywhere will get you there.” When enrolment is dwindling, resources are scarce, and support for Enrollment Management may be lacking it is essential to ensure that EM activities are aligned with the strategic plan. Lawrence Lesick simplified this objective by showing us that all we are trying to do is create (build), connect (connect) and complete (execute) our enrolment planning. Using his institution, Widener University, as an example, Lawrence showed us how the EM Mission, Vision and Goals dovetailed from the greater university ones. If enrolment dollars provides us with the majority of our revenue then it needs to be a significant portion of the university goals. Lawrence’s format for a strategic plan provided a visual aid for the components necessary to create a simple but workable plan. He also shared his ambitious timelines for execution. When questioned about how he motivated staff who didn’t share his passion, he shared with us the story of Hernando Cortez, Spanish conquistador of the Aztecs. When Cortez doubted the loyalty of his men on a mission he burned their ships so they couldn’t return. Burning ships helps create passion. Did Widener achieve their desired outcome? Based on feedback from surveys, they have become more student-centered, they are managing their resources better, and they are optimizing their enrolment evident in the growth of undergraduate enrollment. Along the way they also learned some important lessons which can be read about in Lawrence’s AACRAO SEM handout.

DAY 3

Coddle or Care: The Role of Customer Service in Higher Education
Presented by Heidi Granger (College of the Desert) & John Lehman (Michigan Technological Institute)

I went into this session with fairly low expectations and was I ever surprised! Heidi Granger and John Lehman delivered a dynamic presentation that was full of passion. I loved the use of iclicker technology in the session and saw potential for using this technology as a retention tool on our campus. This duo presented great data on the disconnect between what our students want and what we think they want. Referencing Elaine Harris’ Customer Service:  A Practical Approach and Neil Rasiman’s blogs on customer service in higher education, we learned about the delicate balance between emotion and logic / reason. 

So why does customer service matter? Using one (American) example, a 60% success rate results in a loss of 460 students. Each loss cuts $8,700 from the budget and costs $5,200 to replace.  Half these students lived on campus at $7,800 each. The lost tuition results in $4 million loss while replacement costs $2.5 million.  Lost housing revenue was $1.8 million. That’s a total hit of $8.3 million on the budget.  Powerful data!  We need to ask ourselves if we provide a welcoming, conducive and responsive environment, create student-focused procedures, and instill confidence in our employees. Regardless of the situation, the customer’s perception is our reality.

In the case of this conference, they definitely saved the best session for last. I hope to see these two back again next year!

AACRAO Library

On Tuesday afternoon Bob Bontrager, Gil Brown and Don Hossler were available at a book signing for the newest addition to the AACRAO library, SEM and Institutional Success:  Integrating Enrollment, Finance and Student Access. I had a chance to review it last night (thanks for the early Christmas gift, Judi!) and highly recommend it. It is one of just many great AACRAO publications. 

I can’t believe this conference has come to an end. I will put the call out once more for colleagues to submit their favorite session. It would be great to read what others thought was hot / not. And for those of you who have research to share don’t forget about Susan and Clayton’s Canadian SEM website…let’s support this one-stop Canadian SEM shop!

Thanks to Ken and Katherine for providing a platform for this blog.

A sincere thank you to my institution for supporting me.

Cheers for now,

Kath