The Enrollment Funnel Scott Smiley Director of Admissions University of Texas of the Permian Basin...
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Transcript of The Enrollment Funnel Scott Smiley Director of Admissions University of Texas of the Permian Basin...
The Enrollment Funnel
Scott SmileyDirector of AdmissionsUniversity of Texas of the Permian Basin (UTPB)
What is it and Where did it come from?
Businesses have long used the sales/marketing funnel as a visual tool.
As enrollment pressures began to hit institutions across the country, more and more turned to existing business tools to reach their goals.
Has become the foundation for assessing certain activities in enrollment management.
The Funnel
Visual representation of recruitment efforts
Easily understood by administrators and faculty
Can be segmented based on the target populations
Analysis of yield can determine strategic and tactical activities
The Funnel
Conversion Rate Prospects/Inquiries to
Applicants Applicants to Admits
Yield Rate Admits to Enrolled
Example: Freshman 2013 Funnel
_________ 12,370
___________ 1,684 (13.6% Conv.)
_____________ 718 (42.6% Conv.)
_______________ 362 (50.4% Yield)
Example: Transfer 2013 Funnel
_________ 1,532
___________ 1,448 (95.5% Conv.)
_____________ 990 (68.4% Conv.)
_______________ 590 (59.6% Yield)
Decision Points(Institution & Admission Counselor)
Inquiry/Prospect/Suspect Inst - Image Building, Brand Awareness, Positioning
(Search, Direct Mail/E-mail, Advertising/Publications)
AC – College Fairs, HSV, Follow-up E-mails, Invitations to Events
Applicants Inst – Market Position Enhancement – How do we
compare to possible applicant set? What sets us apart?
AC – follow-up by major & interest areas, personalize communication, Connect and engage with students, help with application completion
Decision Points (Institution & Admission Counselor)
Admits Inst – Admission & Financial Aid Offers, Yield and
Enrollment Activities AC – Engage students and parents about
scholarship & financial aid, events to connect students (regional send-offs, social media outreach, phone calls (faculty & students), get student to enroll/register for classes
Matriculants/Continuing Students Inst – Profile of Students, Retention Strategies AC – Assess yield (multi-level assessment – i.e.
demographics, academic) – Adjust strategic and tactical efforts based on assessment data.
Decision Points (Institution & Admission Counselor)
Alumni Inst – Develop Loyalty, Connect before Graduation AC – Develop relationship with alumni in regional
areas and professional fields for volunteer efforts
Yield’s Impact
See Handout
With everything held constant, with the exception of an increased yield rate of 2 percentage points generates $213,114 in Tuition/fees over a four year period.
Only 11 new students difference
If retention increases, an even more dramatic impact on revenue occurs.
Yield’s ImpactACCI: Impact of Yield and Retention on EnrollmentFreshman Yield/Retention Analysis
Soph. Jr. Sr.Yield Rate 50.42% Retention Rate 75% 85% 90%Yield Rate (2nd Year - Fall 2014) 52.00%
Fall 2013 Cohort Conv/Yield
Fall 2014 Cohort Conv/Yield
Prospects 12370 12370
Applicants 168413.61
% 168413.61
%
Admits 71842.64
% 71842.64
%
Enrolled 36250.42
% 37352.00
%Sophomore 271 75% 280 75%Junior 231 85% 238 85%Senior 208 90% 214 90%
Total Enrollment (added by each cohort) 1072 1105
Tuition/Fees Total Revenue from Cohort*
$6,922,976
$7,136,090
*($6458/year times cohort # retained) 11 StuChange $213,114
(additional revenue over 4 years)
(Housing/incidentals not included)
The Enrollment Funnel
Use the prospect to enrolled funnel as the foundation for assessment
Evaluate if there are significant differences based on region (if regional recruitment assignments), ethnicity, gender, majors…
Determine primary entry/exit stealth inquiries (first contact is app – usually
transfers & grads…) Primary sources generating prospects to enrolled Summer Melt (deposit or registered but did not
enroll)
The Enrollment Funnel Sources SEM Works. (2010). 7 Effective Faculty-Delivered
Student Recruitment Strategies
Machado-Taylor, M., Peterson, A., Taylor, J., & Wilkinson, R.B. (2007). A Practical Guide to Strategic Enrollment Management Planning in Higher Education. Virginia Beach, VA: Educational Policy Institute.
Henderson, S. & Swann, C., (1998). “Strategic Enrollment Management: Understanding Yield”. Dolence, M. (pg 87). Handbook for the College Admissions Profession. Washington, D.C., American Association of Collegiate Registrars and Admissions Officers.