A senior enrollment officer told me recently, 'you know, we really don't accept students ... they accept us." According to a recent USA Today article, he couldn't have been more right.
Colleges and universities are hedging their bets as best they can as students delay deposits and wait out the best financial aid packages and educational deals. With a troubled economy, price-sensitive students seek the best 'fit' and the best price. In response, institutions are ramping up yield activities to new heights as they make a last stand to secure fall enrollments.
From hand-written notes to airplane tickets, schools are courting applicants. Examples include:
At Santa Clara University (CA), the president, the provost, and 400 alumni volunteers are maning the telephones, contacting admitted students and encouraging them to enroll.
Lynchburg College (VA) has doubled the number of regional receptions it's sponsoring across the state for admitted students.
Saint John's University (MN) significantly increased their transportation budget to fly in admitted students across the country.
80% of Effort is Focused on Awareness Building
When recruiting new students, we often spend 80% (or more) of our time and efforts on awareness and interest. Think about it. We spend more time thinking through how we will interact with a group of students of which only a fraction will set foot on our campuses.
Careful thinking leads to promotional campaigns designed to encourage students to raise their hands, visit the campus, and apply. By no means am I diminishing the inherent value of these activities. The problem is that we take our eye of the ball when we work so hard to get students interested.
The Office of Enrollment Prevention
What happens from there ... we then ask our students to enter our internal 'Office of Enrollment Prevention.'
Now, I know what you are saying? "We don't have that." Chances are you do.
The Office of Enrollment Prevention is made up of policies and procedures that have developed organically over time and have the sole purpose to serve our internal departmental functions. Students (and parents) must navigate the institutional maze.
Take the Opportunity ... Now
In addition to the 'doubling-down' efforts that many are employing today, institutions would do well to look at the entire enrollment experience from beginning to end. The reality of the economy provides a significant opportunity to overcome internal barriers, politics, and 'we've always done it this way' syndrome.
Look downstream from the admissions office to the supporting enrollment service units (e.g. financial aid, housing, orientation, athletics) and determine how each step along the way can better reinforce the great things you say about your college or university in the beginning.
Everyone has a role to play ... we just need to be more intentional about it.
If you would like to read the USA today article, go to Colleges are the Ones Fearing Rejection
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