SEM Summit ‘09
Framing Our Discussions:
Partnering to Harmonize
Enrolment Management
Susan Gottheil, Mount Royal College
Clayton Smith, University of Windsor
© Gottheil/Smith
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SEM Summit ‘09
Topics
 Welcome
 Introductions
 Setting the tone
 A bit about SEM
 Importance of partnering
© Gottheil/Smith
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SEM Summit ‘09
Setting the Tone
 Our unique discussion style
• The discussion leader will take 10-20 minutes or
so to frame the issue
• This will be followed by a facilitated discussion
of the topic
 Notes will be taken, with a summary placed
to our web site (www.uwindsor.ca/sem) at
the conclusion of the Summit
© Gottheil/Smith
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SEM Summit ‘09
Setting the Tone (Cont’d)
 A written compilation of our thoughts will
be developed, which will create a jumping
off place for further Canadian SEM
discussions
 Lots of great discussion, opportunities for
networking: The SEM Summit Way!
© Gottheil/Smith
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SEM Summit ‘09
First, A bit About SEM…
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SEM Summit ‘09
Definition of SEM
Strategic enrollment management
(SEM) is a concept and process that
enables the fulfillment of institutional
mission and students’ educational
goals.
-Bontrager, 2009
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SEM Summit ‘09
The Purposes of SEM are
Achieved by…
 Establishing clear goals for the number and types
of students needed to fulfill the institutional mission
 Promoting students’ academic success by
improving access, transition, persistence, and
graduation
 Promoting institutional success by enabling
effective strategic and financial planning
© Gottheil/Smith
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SEM Summit ‘09
The Purposes of SEM are
Achieved by…
 Creating a data-rich environment to inform
decisions and evaluate strategies
 Improving process, organizational and financial
efficiency and outcomes
 Strengthening communications and marketing
with internal and external stakeholders
 Increasing collaboration among departments
across the campus to support the enrolment
program
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SEM Summit ‘09
Some Core SEM Concepts…
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SEM Summit ‘09
The Concept of Optimum
Enrolment
Ethnicity
Physical
Capacity
Undergrad/
Grad
Majors
Institutional
Mission
Academic
Profiles
International
Special
Skills
Program
Capacity
© Gottheil/Smith
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SEM Summit ‘09
© Gottheil/Smith
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SEM Summit ‘09
Institutional Mission &
Enrolment Goals Are Determined By:
Current
competitive
status
Programs
offered
Range of
influence
Niche
Aspirational
status
Weaknesses
Historical
status
Strengths
…with consideration to institutional differentiation!
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SEM Summit ‘09
The Student Success
Continuum
 Traditional Enrollment Perspective
Recruitment/
Marketing
Orientation
Co-curricular
Support
Classroom
Experience
Attain
Degree/Goal
Student’s College Career
Admission
Financial
Support
Academic
Support
© Gottheil/Smith
Retention
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SEM Summit ‘09
The Student Success Continuum
 The SEM Perspective
Recruitment/
Marketing
Classroom
Experience
Orientation
Co-curricular
Support
Attain
Degree/Goal
Student’s College Career
Admission
Financial
Support
Academic
Support
© Gottheil/Smith
Retention
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SEM Summit ‘09
SEM Planning Model
Meeting
Goals
Typical starting
point
Tactics
Strategies
DATA
Enrollment Infrastructure
Structure, Staffing, Skills, Systems, Service
Starting point for
long term
success
Clear Mission and Goals
© Gottheil/Smith
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SEM Summit ‘09
The Enrolment Funnel is Different
for Different Students
Student Type:
•New Immigrants
•International Students
•First Generation Students
•Rural Students
•Francophone Students
•Students with Disabilities
•Dislocated Workers
•Sole Support Mothers
•Low-income Students
•Minority Students
•High-Achieving Students
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A Few Ways to Look at SEM
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“Capacity Development Loop”
+
+
“Delivery Loop”
Programs &
Courses Offered
+
Courses
Taught
+ or +
Programs &
Courses Developed &
Approved
+
Demand for
Programs &
Courses
Courses
Enrolled
Reasons
For Not
Continuing
+
+
+
+
Tuition &
Other Sources
Of Revenue
Gov’t Grants
& External
Funding
Student
Retention
+
Student
Attrition
Programs &
Courses
Completed
Students Graduated,
Transferred, Hired
=
Gov’t
Approval For
Credit
Programs
+
+
+
+
+
+
-Seto, 2008
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SEM Summit ‘09
Enrolment Management System
Student
Characteristics
Environmental
Factors
Member of
underserved
student group
Student
enrolment
behaviour
Beliefs &
values
Demographic
trends
Academic
preparation
Competition
Motivation to
learn
Educational
aspirations
Public
Accountability
(loan default
rate,
graduation,
Accessibility,
retention)
Self-discipline
Adaptability
Interpersonal
skills
Peer
involvement
Ability to pay
Study habits
Family & peer
Support
Student
geographic
draw
Institutional
Goals
Quantitative
Goals
Qualitative
Goals
Diversity
Goals
Institutional
Objectives
Student
headcount
Admission average
Transfer GPA
Visible minorities,
Aboriginal,
international
Federal &
provincial
polices
•Marketing
•Recruitment
•Admission
•Financial
aid/pricing
•Orientation
•Residence
•Athletics
•First Year
•Experience
•Advising
•Supplemental
instruction
•Service learning
•Learning
communities
•Academic
support
•Peer support
•Teaching &
learning
approaches
•Student
engagement
•SEM
organization
•Data mining
Persistence
Goals
Retention rates,
Student
Satisfaction,
graduation rates
Capacity
Goals
Classroom
capacity,
adequate sections,
Class size
Net Revenue
Goals
Financial aid
discount rate,
international
enrolment © Gottheil/Smith
Economic
Trends
Off-campus
employment
availability
Institutional
Strategies
Desired
Outcomes
Awareness
Enduring
Effect
Institutional
Loyalty
Enduring
Behaviour
Institutional
Image
Interest
Commitment
Enrolment
Persistence
Satisfaction
Education
Relationship
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Adapted from: Kuh et al , 2007; Black, 2003
SEM Summit ‘09
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Major SEM Components
 Accessibility
 Enrolment
Marketing
 Accountability
 Organization
 Admission Policies
 Planning
 Financial Aid
 Recruitment
 Geographic Draw
 Retention
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SEM Started in the U.S.
 Started in the late 1970’s at Boston College
• As a result of declining traditional student
enrolments
 Early focus on attracting new students (e.g.,
returning adults, women, minorities, lowincome)
 Expanded to all types of PSE institutions
(e.g., public, private, 2-year, 4-year, grad)
© Gottheil/Smith
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SEM Started in the U.S. (Cont’d)
 Grew to include student success
• First-Year Experience programs
• Increased levels of student engagement
 Increasing emphasis on connecting with
institutional financial management
 Now the concern of the senior leadership
team – presidents, provost, deans
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SEM Summit ‘09
Emergence of SEM in Canada
 Slower emergence of SEM in Canada
 Driven by funding cuts, lack of revenue, heavier
reliance on tuition, changing demographics
 Many Canadian institutions have now adopted
SEM in name, practice or both
• We’re attending webinars, workshops & conferences
• Some of us are working with consultants
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SEM Summit ‘09
Importance of Partnering…
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SEM Summit ‘09
What SEM factors are most
associated with institutions
successfully reaching their
enrolment goals?
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Assessment
Timing
Comprehensiveness
Systems
Definitions/
Classifications
Strategies
Documentation
Resources
Evaluation
Key
Performance
Indicators
Participation/
Integration
Leadership
SEM Summit ‘09
Methodology
 Mail survey sent to enrolment managers at 500 two- and
four-year (public and private) undergraduate institutions,
with the following response rates:
• 4-year public: 53%
• 4-year private: 53%
• 2-year public: 55%
• 2-year private: 49%
 Multiple regression techniques were used to determine the
relationship between the 12 individual enrolment
management factors (identified by Dolence) and enrolment
manager perceptions of enrolment performance
(recruitment/retention)
 An analysis was conducted for each of the 4 institutional
stratifications
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Four-Year Public Institutions
Variable
Change in R
Squared
Significant at
the 0.05 level
Assessment
0.011
*
Comprehensiveness
0.003
Definitions/Classifications
0.029
Documentation
0.000
Evaluation
0.004
Key Performance Indicators
0.019
Leadership
0.007
Participation & Integration
0.417
Resources
0.009
Strategies
0.093
Systems
0.003
Timing
0.058
© Gottheil/Smith
*
*
*
*
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SEM Summit ‘09
Two-Year Public Institutions
Variable
Change in R
Squared
Assessment
0.064
Comprehensiveness
0.011
Definitions/Classifications
0.004
Documentation
0.006
Evaluation
0.013
Key Performance Indicators
0.029
Leadership
0.005
Participation & Integration
0.312
Resources
0.061
Strategies
0.025
Systems
0.115
Timing
0.049
© Gottheil/Smith
Significant at
the 0.05 level
*
*
*
*
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SEM Summit ‘09
Participation & integration
is the most important factor
at both 4-year and 2-year
public institutions in
sustaining long-term SEM
success.
-Smith, 1997
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What is Participation & Integration?
 Participation of senior administration,
academic governance, academic
administration, faculty and the persons
responsible for strategy and tactic
implementation
 In short, both vertical and horizontal
involvement in SEM
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SEM Summit ‘09
Some Collaboration is Common
 High levels of collaboration generally exist
between academic and student affairs
activities related to counselling, first-year
experience programs, orientation and
recruitment
-Kezaar, Hirsh & Burak (2002)
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SEM Summit ‘09
However…
 Many institutions mistake a series of joint
events for true collaboration
 To truly be competitive and to meet the
rigors of accountability, institutions must
go beyond activities and embrace
collaborative dialogue
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SEM Summit ‘09
It is time for academic and student affairs
professionals alike to realize that it is only
through the breaking down of current barriers—
real and perceived—that institutions will achieve
the outcomes they seek. Through strategic
collaboration, both segments…can develop and
implement programs and processes that add
value and benefit students
-Newton & Smith, 2009
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SEM Summit ‘09
Collaborative Dialogue
Requires Partnerships with…
 Senior Management
 Deans, Associate Deans, Dept Heads
 Student Affairs
 Institutional Research/Analysis
 Finance/Budget
 Marketing/PR/Communication
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SEM Summit ‘09
“What is needed is an
adjustment in the lens
with which enrollment
professionals view (S)EM
as a quintessentially
academic enterprise.”
-Henderson, 2005
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SEM Summit ‘09
Guiding Principles – SEM Ethos
 A shared responsibility
 Integrated institutional planning
 A focus on service
 Accountability
 Research & evaluation
 For the long haul
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SEM Summit ‘09
Questions & Comments
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