To provide affordable, quality education to a diverse population by recruiting and enrolling qualified freshman and transfer students for admission.
Objective
Enroll A Highly Qualified Student Population
To increase the academic profile, diversity and academic performance of the new enrolled undergraduate student and transfer student populations
Indicator
Conversion Rate
Conversion rate of applied, becoming accepted, and eventually enrolled students
Criterion
45-47%
The number of individuals moving from applied to accepted students will be 45-47%. The number of individuals moving from accepted to enrolled will over 50%.
Finding
Conversion Results
The conversion rate for 2010-11 for applied to accepted was 52%. The conversion rate for 2010-2011 for accepted to enrolled was approximately 55%. One issue that emerged was our target audience. Where we had been using a scatter approach, the target audience has now been identified as those individuals who are typically successful to graduation at SHSU.
Indicator
On-campus Recruitment Inquiry Card Numbers
A position was created to oversee on-campus recruitment at events where possible students attended and no information had been gathered, such as summer camps, community events, and UIL competitions. At these events, inquiry cards are distributed and hopefully returned with contact information and interests.
Criterion
60% Completed Inquiry Cards
The return of inquiry cards with complete information will be 60%.
Finding
Poor Return
The return of usable inquiry cards was only about 35%. When researching why the return would be so low, several issues came to our attention: 1) the campers are not supervised when completing the cards; 2)the return for UIL guests involved in academic competitions is adequate; the return for UIL guests in band and athletic competitions is poor due to lack of time for completion. 100% success rate for inquiry information was a community event with the Boy/Girl Scouts. The 300 attendees registered over the SHSU website where it captured all the required information for recruitment without the use of inquiry cards.
Indicator
New Recruitment/enrollment Opportunities
New opportunities for recruitment and enrollment will be developed for target audiences of veterans exiting the state system.
Criterion
Veterans Center
Establishment of the Veterans Program and expanding veteran recruitment will indicate success.
Finding
Veteran Recruitment
The Veteran Resource Center was established in 2008. In 2010 the military recruiter made 5000+ contacts through 19 military base visits and career fairs. We are in negotiations with the SHSU ROTC program to perhaps combine recruitment efforts.
Criterion
Out-of-State Recruiter
Establish an out-of-state recruitment plan, especially in California where higher education is so strapped economically that they have ended transfer of students from junior colleges to four-year colleges and universities.
Finding
California Recruiter
The recruiter is hired and working the California market from San Diego. She has been instrumental in encouraging application to SHSU. Of those who have applied. Institutional Research shows 28 students from California enrolled during the 2010-11 year. However, due to budgetary issues, this program has been eliminated for 2011-12.
Action
Enrollment And Retention Goals
Enrollment goals have become more defined for the following groups of students: new freshmen (18-24 years old) and new transfer, adult learners (25-44 years old). We will be targeting the 18-24 year old new students with general marketing. The focus will maintain for new freshmen with target marketing to transfer students attending community college and the adult learner market on military bases and the Houston area.
Seventy-five to eighty percent of graduating high school students attend a community college first; therefore, the transfer student market will grow.
In the Houston area, there are 1.2 million adults in the 25-44 age group with only 324,000 adults having a bachelor's degree or higher. This is a growing market.
The military/veteran recruitment will be a joint effort between the Veteran Resource Center and Sam Houston State ROTC.
Different tactics will be utilized to improve return rate of inquiry cards at on-campus/community events. The Music Department will assist in promoting the SHSU Go Trailer and inquiry cards to band directors. Incentive giveaways and drawings for larger items will be used to increase interest in completing the cards by participants.
Objective
Promote The University's Image And Brand
To develop and maintain divisional publications, websites, and other communication tools by promoting the university’s image and brand for recruitment and retention programs in relation to the President's Image Campaign.
Indicator
Division Publications
All Enrollment Management publications will promote the university's image and brand.
Criterion
100% Compliance
The goal is to have all Enrollment Management publications in compliance with SHSU image and branding.
Finding
Compliance
All Enrollment Management departments have revised brochures, websites, and any publications associated with Enrollment Management to be similar in that they all support the current image and brand designated in the President's Strategic Plan. Enrollment Management has also coordinated publications, websites, and advertising with the university's marketing department. "How to videos" were added to the Registrar's and Career Services' websites.
Although individual departments need input into the process, we think it may be advantageous to create a marketing department to ensure the recruiting materials are up-to-date.
Action
Focused Program Marketing
Enrollment Management will broaden the scope of marketing to include a program marketing department working with Academic Affairs and University Marketing to focus marketing efforts on chosen academic program recruitment and retention efforts.
Objective
Closing The Gaps Enrollment And Retention Goals
To reach the Closing the Gaps enrollment and retention goals set by Sam Houston State University
Indicator
Enrollment Numbers
The State of Texas sets enrollment and success goals for minority enrollment, and SHSU sets them for the university by college and classification.
Criterion
State Goal 2%
The State of Texas goal for Closing the Gaps is 5.6% by fall 2010 since fall 2005. SHSU set its goal at 2% per year for a 10% average increase.
Finding
Goals Accomplished
The State of Texas goal was easily achieved since the SHSU goal was also met each year from 2005-2010. The actual minority enrollment for 2009-2010 was 5% increase as compared with 2009-2010 with a 5-year average at 32%.
Indicator
Graduation Numbers
The State of Texas sets graduation goals for Hispanic and African American enrollment, and SHSU sets them for all minority groups.
Criterion
State Goal Of 25%
The State of Texas goal for Closing the Gaps related to Hispanic and African American student graduation is 25%. SHSU set its goal for all minority groups at 40%.
Finding
Graduation Goals Accomplished
The State of Texas goal was easily achieved since the SHSU goal was also met. The actual minority graduation for 2009-2010 was an increase of 10% as compared with 2008-2009. SHSU's graduation rate for African American and Hispanic students was 49.4% for FY10. SHSU exceeded the FY11 goal for Hispanic and African American graduates based on the ethnic cohort group's enrollment. The Hispanic graduation rate is 54%, and the African-American graduation rate is 52%.
Action
Closing The Gaps
In line with the President's Strategic Plan and 82nd Legislative funding formula, Enrollment Management will organize a SEM (Strategic Enrollment Management) steering committee and recruitment and retention subcommittee to write and implement an enrollment plan for undergraduate and graduate students.
Sam Houston State University set Closing the Gaps goals for minority students; however, with a new strategic plan, new Texas funding formula and program marketing, specific target group enrollment goals will be considered. Current minority retention and graduation goals will be retired.
Goal
Technological Advancement
Promote, implement, and maintain technology to the fullest capacity in order to facilitate the process of enrollment, recruitment, and publication of university functions.
Objective
Banner Implementation
To coordinate, test, and implement the purchased Banner modules with approved 3rd party interfaces for improvement of service to the campus
Indicator
Third Party Software Purchased
Specific Third party software is necessary to interface with the Banner modules in order to perform some the data gathering and reporting needed for Enrollment Management.
Criterion
Needed Software Purchased
The following 3rd-party software is needed to interface with Banner: Hobsons, Ad Astra, Star Rez, Academic Coach, and other as approved by the Steering Committee.
Finding
Banner Modules Implemented
The following modules were implemented: Student, Student A/R, EM, Degreeworks, document imaging, workflow, reporting
Indicator
Banner Modules Purchased
Modules to facilitate data gathering and reporting in Enrollment Management are purchased.
Criterion
Specific Purchased Modules
It is necessary to purchase the following Banner modules: Student, Student A/R, EM, Degreeworks, document imaging, workflow, reporting
Finding
Third-Party Software Implemented
The following 3rd-party software was implemented: Hobsons, Ad Astra, Star Rez, Academic Coach.
Action
Banner Implementation
The required modules have been tested and implemented. Staff training and complete implementation is in progress.
Objective
Visitor Center Hardware And DVD
To upgrade the Visitor Center theater hardware and DVD so that there is no dependence on just one company for maintenance and upgrades.
Indicator
Submitted Bids
The university will invite bids and choose vendor to upgrade the Visitor Center theater hardware and DVD.
Criterion
Three Bids
The university will acquire three bids on the theater hardware and DVD before making a decision.
Finding
To Date
The new DVD was updated Fall 2010. The bid process and purchase of the theater center hardware is complete and installed.
Action
Update Of Visitor Center Hardware And DVD Complete
The new DVD and hardware are in use. This objective will be retired.
Goal
Department Professional Development
Employees will be expected to utilize various avenues of professional development via on-campus and/or off-campus trainings and conferences, to become highly qualified in their positions to impart needed knowledge to students, coworkers, and visitors to campus.
Objective
Knowledge, Accuracy, And Compliance
Employees will demonstrate and practice the current knowledge, accuracy and compliance needed for the department and specific position.
Indicator
Professional Development
Professional development opportunities associated with best practices in the appropriate Enrollment Management areas.
Criterion
At Least One Professional Development Per Academic Year
Enrollment Management employees will take advantage of at least one professional development opportunity each academic year that is related to goals and objectives for the division.
Finding
Professional Development Compliance
Each employee has attended at least one Professional Development seminar, and some have attended more. However, funding limitations have required participants to use more on-campus opportunities or alternatives such as webinars instead of traveling to a conference or workshop. All staff in Enrollment Management were invited to attend the Chick-fil-la Leadercast held on campus as a professional development opportunity.
Indicator
Rules And Regulations Seminars
The following seminars will allow Enrollment Management employees to be current with legislative mandates, as well as Texas State University System (TSUS) and Texas Higher Education Coordinating Board (THECB) rules and regulations.
Criterion
At Least One Rules And Regulations Seminar
Enrollment Management staff will take advantage of at least one seminar opportunity each academic year that is related to rules and regulations associated with the division.
Finding
Rules & Regulations Updates
Each employee has attended at least one Professional Development seminar related to new rules and regulations, and some have attended more than one as able. Still, economic limitations have required participants to use more on-campus opportunities or alternatives such as webinars instead of traveling to a conference or workshop.
Action
Professional Development
Collaboration with other university divisions and the community will allow for more professional development opportunities at a more economical rate. State budget reductions necessitate that we search for professional development to be presented via webinars and large group opportunities on campus rather than sending individuals to distant venues for training. Professional training is offered to Enrollment Management staff members. This objective will be retired.
Objective
Communicate Enrollment Processes
Employees will effectively plan, train, and communicate enrollment processes for students, faculty, and staff throughout the enrollment cycle.
Indicator
Meetings With Campus Representatives
Regular meetings with representatives from various divisions on campus will indicate what types of training are needed.
For each issue there will be a solution generated.
Finding
Up-Close-and-personal Meetings
The meetings brought together undergraduate and graduate enrollment staff and a plan of communication was formed to reach out to students who had been accepted or attended the previous semester but had not enrolled for the upcoming semester. Calling lists were distributed to academic deans to reach out and help students become enrolled for the upcoming semester. Unified effort resulted in increased enrollment.
Criterion
Fix-It Committee Meeting
For each issue there will be a solution generated.
Finding
Monthly Fix-It Meetings
The registration calendar must coincide with timing processes for the new Banner system, financial aid awards, and state mandated reporting dates. Representatives from enrollment management, IT@Sam, academic affairs, finance and operations met to resolve conflicts and develop the best dates to open registration and set payment deadlines.
Indicator
Directors' Meetings
The Vice President of Enrollment Management will hold bi-weekly group meetings with the directors and then bi-weekly one-on-one meetings with each director.
Criterion
Director Group Meetings
For each issue there will be a solution generated.
Finding
Director Group Meetings
All of the directors met bi-weekly as a group to discuss issues related to the division as an entire entity. Coordinating recruitment, application, acceptance, communication, marketing and enrollment is necessary to meet enrollment goals.
Criterion
Individual Meetings Of Directors With Vice President
For each issue there will be a solution generated.
Finding
Registrar
Banner implementation resulted in a number of manual processes to be instituted in the Office of the Registrar resulting in a need for additional staff and space. Funding was secured for temporary staff and renovations added some needed space.
Action
Meetings Related To Enrollment Management Procedures And Progress
The meetings are worthwhile and necessary to manage the huge task of enrollment management. One area we need to address is the effectiveness of the meetings with campus representatives. This can be accomplished through tracking decision implementation and whether it had the desired effect.