Russ Bloem, VP Enrollment Management
Ben Arendt, Director of Admissions
Stan Haan, Dean of Natural Sciences and Mathematics
Jesse Moes, Professor of Nursing
FA15: What Happened?
The Long Decline
FA16: Creating an Inflection Point
“It Takes a Village”
Q&A
General Perception of the Value of Higher Education
Increased Competition for Top Students
MI/Great Lakes Population Decline
Declining Enrollment of Men
Reliance on Local HS with Declining Populations
Declining Religious Populations
Declining CRC Population
Source: Dartlet Threats Analysis
Among Traditional Student Populations
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
900
800
700
600
500
400
300
200
100
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Applicant
Fall 2011
Admit
Deposit
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
70%
68%
66%
64%
62%
60%
58%
56%
54%
52%
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
1,300
1,250
1,200
1,150
1,100
1,050
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
700
600
500
400
300
200
100
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Applicant
Fall 2011
Admit
Deposit
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
80%
70%
60%
50%
40%
30%
20%
10%
0%
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
1,400
1,200
1,000
800
600
400
200
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
500
450
400
350
300
250
200
150
100
50
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Applicant
Fall 2011
Admit
Deposit
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
80%
70%
60%
50%
40%
30%
20%
10%
0%
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
Enrollment Trends Among Traditional Student Populations
Decline in WMI Christian Schools Throughout Funnel
Decreases in CRC Populations Throughout Funnel
Decline in Alumni Children Throughout Funnel
Overall Decrease in Yield
What will be Different for FA16
Branding: Telling the Calvin Story
Financial Aid
Saturating the “Super-Region”
Upping the Media Plan
SLATE: Implementing CRM
Storylines
Dimensions
Evidence
Visual Collateral
Stream-lined Systems
Simplified Awarding (More Clarity; More Upfront)
Competitive Merit Awards
Enhanced Legacy Award
300
250
200
150
100
50
0
180
160
140
120
100
80
60
40
20
0
700
600
500
400
300
200
100
0
500
450
400
350
300
250
200
150
100
50
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015*
450
400
350
300
250
200
150
100
50
0
350
300
250
200
150
100
50
0
Fall 2006
Fall 2007
Fall 2008
Fall 2009
Fall 2010
Fall 2011
Fall 2012
Fall 2013
Fall 2014
Fall 2015
Expanding Geography: 250 to 400 Miles
Expanding Audience: Multiple Denominations
Expanding AC Coverage: 8 to 12 Counselors
Overlapping Territories:
•
Chicago
•
Kent County
•
Ottawa County
•
South East MI
OH and Western PA Focus
SEARCH EXPANSION
Senior Campaign
Saturation of Territories
Segmented Print
Segmented Email
Increased Volume
Variable Text
Constituent Relationship Management
Increased Quantity and Quality of Contacts
Personal (not group) Communication
More Immediate and Segmented Responses
Outdoor
Online
(Look-alike, Geo-fencing, Re-targeting)
Print
Recruitment and Retention are Shared Campus Goals
Do Better, Not More
The Importance of Faculty
Changes in Faculty Contact with Prospects
Excitement and Joy
Addressing the Tension
• Faculty Don’t Enjoy Calling
• Faculty Are Stretched
However
• Faculty Know Programs Best
• Evidence Suggests Faculty Contact Helps
Variation Among Departments with Recruitment Efforts
Throughout your college search, Calvin communicated with you in a variety of ways.
How did each of the following affect your desire to attend Calvin?
Deposits
Communication with Calvin faculty
Communication with Calvin Students
Communication with Admissions Counselors
Admissions and financial aid brochures
Communication with Financial Aid Counselors
Communication with Calvin Alumni
Calvin's web site
Communication with other Calvin Staff (e.g. Student Life,
Student Organizations)
VERGE (a quarterly publication from Calvin admissions)
Communication with Calvin coaches
Class of 2019 Facebook group
Withdrawals
4.16
4.11
4.07
3.96
3.96
3.91
3.86
3.76
3.70
3.85
3.79
3.53
3.60
3.72
3.66
3.29
3.64
3.60
3.28
3.54
3.28
3.22
Rating Scale: 5=Greatly Increased, 4=Slightly Increased, 3=No Influence, 2=Slightly Decreased, 1=Greatly Decreased
Make Favorable Impressions with Students Unfamiliar with Calvin
Correct Misconceptions with Students from Feeder Schools
Talk Highly of Calvin’s Mission and Programs
Deans to Survey Departments for Their Best Practices:
• What Works?
• What do Faculty Enjoy?
• What can we Learn from Each Other?
Connect Admissions with Each Department
Replace Yellow Sheets with Newer Communication Tools
Be Deliberate and Enthusiastic with all Visitors
(e.g.’s, Faculty Lunch at Fridays, Passing Interactions on Pathways)
Allow Guests in your Classes
Follow Up with Students! (Utilize Visitor’s Cards)
Schedule Interdepartmental Talks/Programs on Friday Afternoon
What made you want to work at Calvin?
Why would students want to come to Calvin?
Russ Bloem, VP Enrollment Management
Ben Arendt, Director of Admissions
Stan Haan, Dean of Natural Sciences and Mathematics
Jesse Moes, Professor of Nursing