UNCF ICB Enrollment Management Institute Session Descriptions Thursday, July 21, 2016 Time Session Titles Room 10:00AM- 12:00 PM Registration Opening Plenary and Lunch Brian K. Bridges, Ph.D. Vice President, Research and Member Engagement, UNCF Marc C. Littlejohn Senior Manager, Public Affairs Constituent Relations & Stakeholder Engagement, African American Community, Walmart Foundation The Enrollment Management Imperative and the Opportunity: Ensuring UNCF Member Institution Success Navigating the current enrollment management landscape successfully can be a challenging, albeit necessary, imperative for HBCUs and other minority-serving institutions. College and university leaders must seize opportunities to proactively manage their enrollments. In this session, UNCF s Director of Institutional Success and Support session provides an overview of the Institute for Capacity Building and its enrollment management institute, the state of UNCF member schools and current public policy and federal budget priorities that affect college readiness, access, affordability and attainment. Sherry L. Turner, Ph.D. Director, Institutional Success and Support, UNCF Institute for Capacity Building Foyer 1
1:00 PM 2:15 PM Opening Session Prospective Student Motivators, Influencers and Incentivizers: Enrollment Management Practices for Undergraduate First Year Inquiry 2:15PM 2:30 PM 2:30PM 3:30 PM The process of recruiting, retaining and graduating students has evolved over recent decades to become more strategic, data-driven and demographically targeted. Whereas in the past, students learned about an institution from information sessions and glossy view-books, during the last fifteen years websites and social media have become key information sources. Today s enrollment managers must design and implement enrollment strategies that consider prospective student motivators, influencers and incentivizers. Moreover, they must recruit, enroll, retain and graduate those students who would best grow from the resources available at their institution. Identifying the institutional qualities that ensure that entering students are a good fit is the foundation for strong student satisfaction and retention rates, and their graduation in an acceptable amount of time. This session will focus on strategies to develop a solid and active freshman inquiry pool. Arlene Cash Vice President for Enrollment Management, Guilford College Break Session I A Case Studies: Data Interpretation with Chief Enrollment Officers Enrollment management often involves unpredictable situations that require swift action and decision-making. The right decision can positively influence enrollment. However, the impact of poor decisions may have ripple effects for years. These case studies are designed to stimulate deep thinking and thoughtful decision-making among participants as they consider their campus context, available data, external information and prospective students. Participants will gather into small groups and discuss possible solutions for each case study. A panel of chief enrollment officers will respond to each case study offering additional context and insight. Valdosta 2
Terrance Dixon Associate Vice President for Enrollment, Morehouse College David Page Vice President for Enrollment, Dillard University Raymond Clarke Associate Vice President for Enrollment, Southern University and A&M College Dwight Sanchez Associate Vice President for Enrollment, University of the District of Columbia Moderator: Joseph Montgomery Educational Manager, College Board Session I B Athens Understanding Geographical Yield Rates The utilization of Constituent (or Customer) Relationship Management (CRM) applications and complex student search campaigns continues to shrink the market making the college admission process more challenging and unpredictable. This behavior has left many enrollment professionals scratching their heads trying to figure out their approach to growing a healthy enrollment. In many cases, the answer to their problems is right in front of them. Understanding geographical yield rates allows enrollment administrators to identify common characteristics of students who typically enroll at their institution. More importantly, these characteristics can also help to identify qualities of students who excel and of those who show high stop out percentages. Reynolda Brown Assistant Vice President of Enrollment Management, Florida Memorial University Anthony M. Brooks Chief Enrollment Management Officer, Shaw University 3:30PM - 3:45PM Break 3
3:45PM 4:45PM Session II A The Power to Predict Success: Admitted Class Evaluation Service (ACES) It doesn t take a crystal ball or magic mirror to predict which students are most likely to succeed in college. This session will discuss how Admitted Class Evaluation Services (ACES) predictive validity studies can facilitate more reliable enrollment decision-making. A free service of the College Board, this tool can help enrollment professionals identify students who will thrive at their institution and those possibly at risk for not completing their degrees. Via a customized report, an Admission Validity Study: 1) identifies which measures best predict a student's future performance; 2) establishes the best combination of predictors; 3) evaluates differences in predicting the success of specific groups of students; and 4) documents the likely extent of errors. Joseph Montgomery Educational Manager, Higher Education Services, College Board Session II B Re-Thinking and Re-Engineering the Student Search Paradigm Navigating the landscape of what you should and should not do with your student recruitment efforts can be very confusing. New and emerging technologies are constantly arriving and no one has the budget to do it all. During this session, Mike Wesner, founder and CEO of Enrollment Fuel will analyze the anatomy of successful top of the funnel marketing campaigns and help you rethink and energize your program. He has performed 450 student search recruitment campaigns and FUEL focuses on all things associated with student search data acquisition, predictive modeling, mail, email, cross media, one-to-one targeting, social media, PURLs, QR Codes, CRM, inbound tools such as geo-targeting, IP targeting, re-targeting, and even website capture analytics with behavioral scoring whew! No wonder this can be so complicated and schools sometimes overpay to just make it all go away. Mike s always exploring new technologies, and tries to be the first with the next big thing, but he understands that success can often be Valdosta Macon 4
reduced to a few absolutes and surprisingly, these are often ignored. Mike Wesner President and Chief Imagination Officer, Enrollment Fuel Session II C Athens Steps to Developing a Retention Plan Retention is essential to the success of our colleges, universities and students. Research shows that increasing retention rates requires a coordinated, integrated and intentional plan. From a demographic review to plan assessment, this session will highlight the steps necessary to create and implement an effective retention plan. Dr. Tracey D. Ford Assistant Vice President for Academic & Student Affairs, The University of North Carolina General Administration 4:45PM 5:00PM 5:00PM 6:30PM Break Networking Reception Garden Courtyard Friday, July 22, 2016 7:30AM 8:30 AM 8:00AM- 9:00AM Registration Breakfast Foyer 8:10AM- 9:10AM UNCF Scholarships Office Reducing Financial Barriers For Students Through UNCF Scholarships and Internships A recent study has shown that 70 percent of African American first-year UNCF scholarship recipients who were enrolled in the fall semester of 2006 had graduated by 5
9:15AM 10:10 AM 10:10AM - 10:30AM 10:30AM 12:00 PM the fall semester of 2012, almost double the 38 percent six-year graduation rate for African American college students nationwide and superior to the 57 percent overall six-year graduation rate for all races and ethnicities.* UNCF has more than 400 scholarships and internship opportunities. This workshop will highlight the scholarships and internships and discuss strategies to build a culture of students applying for and completing applications for these opportunities. Mary Williams Director of Outreach & Recruitment, UNCF/ Gate Millennium Scholars Program Kimberly Hall, M.Ed. Director of Donor Relations, UNCF Scholarships and Programs General Session Writing an Enrollment Management and Recruitment Plan The aims and aspirations for enrollment and recruitment are frequently captured in communications between the responsible offices and in the minutes of relevant meetings; written plans that go beyond the goal for next fall s enrollment are not common place. This session will address the critical importance of writing and producing an integrated enrollment management plan and provide a step-by-step process for doing so. Paul Orehovec Orehovec Consulting Check-Out Break Breakout Session III A Improving Student Success: Through Collaborative Service Delivery Improving enrollment management processes contributes to student success by removing administrative barriers that interfere with students engagement with teaching and learning. This workshop will provide institutions with strategies for enhancing service delivery via a customer Valdosta 6
journey map of their enrollment processes. This active learning session unfolds in three phases. In part one presenters provide an overview of customer journey mapping, a strategy that enables administrators to understand students needs and their experiences with various enrollment processes. In part two participants will be guided through a facilitated process to complete a customer journey map for admissions, financial aid and registrar areas and to identify potential improvements. In part three participants will work in cross-functional teams to share their journey maps and to develop a single, cross-functional map that can serve as a foundation for improvements on their campus. Terrance Dixon AVP of Enrollment Management, Morehouse College Karen Miller Vice President for Human Resources and Risk, Middlebury College Breakout Session III B Athens The Role of Financial Aid and Academic Records Role in Enrollment Management The federal financial aid landscape is constantly evolving and its increasingly complex compliance requirements extend to many areas across campus. Registrars and financial aid administrators, in their handling of business processes and academic records, play a critical role in the institution s compliance audit. This session will examine current and forthcoming regulations and the impact of repeating classes, class standing, enrolling transfer students, withdrawals, and the last date of attendance in the compliance audit. The presenters will also discuss how their work has impacted the annual net tuition revenue at their institution. Terria Williams Director of Student Financial Aid, Claflin University Mike Zeigler Director of Admissions, Claflin University 12:00PM- 12:15PM Break 7
12:15:M 1:30 PM 1:30PM 1:45PM 1:45PM 2:45PM Luncheon Presidential Perspectives: Enrollment Management Challenges, Strategies and Lessons Learned The Council of Independent Colleges cites enrollment management as being among the top three most timeconsuming duties of presidents (along with budget and financial management and fundraising). Its importance to institutional success is heightened due to tuitiondependent character of small and mid-sized independent colleges and universities. In this panel discussion, current presidents of UNCF member schools will discuss their enrollment management experiences, challenges, strategies. Topics include the importance of enrollment for accomplishing strategic institutional goals and lessons learned from collaboration with enrollment teams. Roslyn Clark Artis, Ph.D. President, Florida Memorial University Lester Newman, Ph.D. President, Jarvis Christian College Ronald Carter, Ph.D. President, Johnson C. Smith University Henry N. Tisdale, Ph.D. President, Claflin University Moderator: Sherry L. Turner, Ph.D. Director, Institutional Success and Support UNCF Institute for Capacity Building Break General Session II Building the Strategic Enrollment Market Plan The goal of the session is to have participants walk away with an initial outline of a plan for their institution. The session will focus on what it takes to build a strategic enrollment plan, including an outline and an example. Discussion will focus on (1) who should be involved, (2) Salon A 8
2:45 PM 3:45PM 3:45PM 4:00PM what elements are necessary to complete the plan, and (3) how the process can be implemented. Paul Orehovec Orehovec Consulting Closing Panel The Fine Art of Getting Students to and Through College: Lessons From the Field Getting students to the college or university that represents the best match for him or her relies on the efforts of many individuals guidance counselors, family members, college admissions personnel and myriad others. In this session, a diverse panel of speakers offer their thoughts about strategies for ensuring that UNCF member schools attract and enroll those students who would most benefit from what they have to offer. Rachel McCoy National Association for College Admission Counseling Linda Guidry Executive Director, Member Mobilization, Membership/Field Engagement, College Board Tangee Allen Co-Founder, Raising Expectations, Inc. Christopher Jackson Student, Clark Atlanta University Zapporiah Taylor Student, Voorhees College Moderator: Darryl Ann Watkins Relationship Manager UNCF Institute for Capacity Building Closing Remarks 9
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