Reorganizing Enrollment Management to Achieve Institutional Goals through Focus and Efficiency

Dr. Brent A. Gage, Associate Provost The University of Alabama at Birmingham

A NEW STRUCTURE?

AACRAO Session: 186Session Description:Restructuring can be a challenging task, but if donecorrectly can create efficiencies and increaseproductivity which results in positive outcomes. This session will discuss strategies to compare current institutional goals with organizational structures in a effort

to better align resources toward measurable outcomes.

Topics will include: staffing, organizational reporting, operational efficiency and the development of metrics to measure progress toward goals.

Session OutlineWhy are you the way you are?

StaffingOrganizational reporting

What are your primary goals?Grow, control, manage or reduce enrollmentIncrease retention and graduation rateOperational efficiency and cost savingsHigh Levels of Customer ServiceTransformation of Mission

How do you develop metrics to measure progressThe process of on-going decision making

ExerciseTake out a piece of paper

Write down the two most important goals of your role and how you are measured.

In your office, unit, area, etc., how many staff do you have whose sole purpose is to achieve the goals you have written above?

How many staff do you have that have a function in your office, but it is outside of the primary goals?

List the reasons for using resources to accomplish things that are not helping you to achieve your primary goals.

How can these functions be done differently and more efficiently to help you redirect efforts?

Assessment vs. Show and TellMy approach to this session is not to tell you a

story about UAB…What are some methods of assessing your

organization?Where is there duplication of service or function?How can resources be aligned with goals,

strategies and priorities?Are staff members in positions that match their

strengths and expertise?How can you improve the level of service and

support for your students?

Assessing your organizationPrimary Goals:1. Increase the number of

incoming freshmen2. Enroll more Alabama

Community College Students

3. Develop an international recruitment plan

4. Provide students with a higher level of customer service

5. Increase the rate of student retention and graduation

•Existing Structure:1. Undergraduate

Admissions had multiple roles

2. No one was in charge3. Active international

recruitment has not occurred in over 10 years

4. The “Blazer Shuffle” was in full effect

5. Students were dependent on advisors or other staff for guidance.

Assessing your organizationWhat functions or services have “found” their way into

your operation over time? Management of an off-site museum Coordinated support services for New Horizons Hosting English Conversation Classes for the Community Managing duplicate records in the Student Information System Hosting the annual Parents Club cook-out during Homecoming Providing housing and linens for visiting scholars Providing data to anyone at anytime without established

priorities Coordinating student organization advisement Managing a pre-payment plan that serves 8 students

Assessing your organizationCritical elements of the process of assessment

It is NOT about the people in the rolesIt cannot be done well in a piecemeal fashionFor every negative there should be a positiveWhat makes the most sense to the students and

campus communityWhen given multiple responsibilities, which will be

done at a high levelEliminate silos through trust and communicationPut people in position to be successful through

clearly articulated goals that play to their strengths

Avoiding DuplicationDuplication leads to waste and inefficiency

Five staff members in five separate offices responsible for scanning and indexing documents

Transfer recruitment efforts relied on another unit for information on course articulation

English conversation courses were being offered by ELI, Graduate School, International Programs and a Master’s Program in ESL

Both the Registrar and Academic Programs and Policies Office had processes for reviewing catalog content

Nine different staff members planned off-campus receptions or events in the same year

Several forms required signature approval from up to four different offices

Aligning with GoalsGOAL: Increase the Number of incoming freshmen

So how do you achieve that goal?

1. Remove processing from Admissions and create Enrollment Management Operations

2. Create a Transfer Center that combines all Transfer Functions3. Created New Student Programs to manage campus visits,

event planning and orientation4. Create a full-time position to leverage the full functionality of

the CRM to provide analytics to drive decision making5. Shifted responsibility for readmission, transient and non-

degree students to Operations.

Aligning with GoalsGOAL: Increase the Number of incoming freshmen

So how do you achieve that goal?

6. Centralize all communications in Enrollment Management to one operations to ensure brand and message consistency.

7. Eliminate admissions staff members responsibility during Summer Orientation

8. Review 3rd party expenditures and re-direct funding to resources that would generate inquiries

9. Manage web-sites centrally with evolving content based on the point in the cycle.

10. Through savings, added three additional recruitment staff

Aligning with GoalsGOAL: Increase the Number of incoming freshmen

So how do you achieve that goal?

11. Develop partnerships with local school districts to build a clear path for students to transition to your institution.

12. Create a holistic individual review program to “look deeper” at student applications of those who have a high likelihood of being successful.

13. Partner with Arts and Sciences to create a special admission category for students who can achieve success with first year guidance and support.

14. Roll up all offers into a single communication 15. Instituted the “Hot 500 Calling Campaign”

Aligning with GoalsGOAL: Enroll More Community College Students

So how do you achieve that goal?

1. Create a Transfer Center that combines all Transfer Functions

2. Develop joint admission programs with area community colleges

3. Centralized articulation services through the Transfer Center4. Assigned transfer recruitment staff and select advisors to

maintain an office presence at area community colleges5. Automate course articulation through work flow system6. Through savings, added two additional transfer recruitment

staff

Aligning with GoalsGOAL: Develop and International Recruitment Plan

So how do you achieve that goal?

1. Partner with Student Life to manage the advisement of International Student Support Organizations

2. Worked with Housing to provide short-term housing options for students

3. Combined administrative support position and facility manager position

4. Worked with the Graduate Program in ELS to provide conversational English courses

5. Turned management of the off-campus museum over to campus facilities

6. Through savings, added an Associate Director of International Recruitment with a strong background in recruitment

International Strategy7. Actively recruit undergraduate and graduate

students.8. Promote English language training and

conditional admission opportunities.9. Develop key markets based upon:

Governmentally sponsored scholarshipsNational placement programsCapacity for market growth Leveraging key contacts that exist at UAB

10. Results…12% increase in new international students in 2012

Aligning with GoalsGOAL: Improve the level of student customer service

So how do you achieve that goal?

1. Created a One-Stop for student services located centrally in the Student Center

2. Reduced the number of service points to direct students to the One-Stop

3. Transitioned paper forms and processes to on-line resources that students could access 24X7

4. Worked in a collaborative fashion to have staff from key areas assist in the One-Stop during peak periods

5. Had One-Stop Counselors set up at move-in to assist with student questions

6. Developed goal of responding to all messages within 24 hours

Aligning with GoalsGOAL: Increase Retention and Graduation

So how do you achieve that goal?

1. Made the Registrar whole by combining two units2. Invested in a fully functioning degree audit system and on-line

catalog3. Created an entirely on-line early alert system that is user

friendly and connects alerts to advisors4. Communications director developed messages for students

deemed at risk based on multiple indicators5. Developed a standardized class schedule 6. Provided academic schools and departments lists of enrolled

students who were close to graduation within the 6-year window

New OpportunitiesGOAL: Increase Enrollment

What do you discover along the way?

Recruiting Veterans and their dependents Military Bases Those currently serving and those returning from active duty All military reserve components

National Guard Reserve Units, all branches Military Hospitals VA Resource Centers and Hospitals

On-Line Offerings Develop a high level of service and a Veteran friendly campus

environment Number of enrolled students receiving Veteran’s benefits

increase by over 100 in fall 2012

New OpportunitiesGOAL: Increase Enrollment

What do you discover along the way?Development of a Social Media team

Specialized app that only allows admitted UAB students to join the facebook community

Introduced in January 2011 1,702 - admitted students joined the community 12,482 - student posts and 937 – questions asked 1,825 – student conversations Monitored by 27 current UAB students

Campaign Specific landing sites within facebook Active Twitter monitoring and posting Student portal with timely information Asked students to “Pintrest Me!” on key mailings

How can you assess your campus?Large Scale Assessment

UAB had gone through a true transformationA full scale restructuring was requiredReview of best practicesInternal assessment by a small leadership teamExternal assessment by an outside consultant Support of the administrationA comprehensive written plan and rationale document

Small Scale AssessmentHow can you follow the same process?

Best practice does not depend on scope of the assessment

Measuring OutcomesThe new allocation of resources need clear

measures:Prospect pool developmentInquiry conversionScope of travelSavings through data driven decision making“Admissionizing” the Financial Aid ProcessTurnaround time in processingDevelopment of priorities based on importance of

outcomeChanging the conversation within the Enrollment

Management leadership team What impact will this have on __________?

Guiding PrinciplesDoing the same thing and expecting different

results…In order to facilitate change you must do the following:

1. Make leadership and key constituents aware of the current structure

2. Validate common understanding of key goals3. Create a vision of how an the goals could ideally be achieved4. Compare the current mode of operation with the vision that

you have shared5. Provide process measures that will be in place after changes

are made6. Create a high level of buy in and support

1. -Teach leadership across campus the key talking points that support the changes being made.

Change is hard.Change involves people and is never easy

Work to find landing spots for displaced staff when possible Collaborate and negotiate with colleagues to manage

displaced functions Prepare for snipers Once the changes have been made present your vision for the

future to anyone who will listenProvide progress updates

Find avenues to demonstrate the outcomes of the change Link goal achievement to new structure Champion new staff and functions that were created as a

result of changeDon’t fall in love with an idea, but give them time to work

Questions…Contact information:

Brent A. Gage, Ph.D.Associate Provost for Enrollment

ManagementUniversity of Alabama at Birminghambgage@uab.edu