Day:
Wednesday, November 6, 2019
Time:
8:45 AM - 9:45 AM
Location:
Coral, Lobby Level
First Learning Outcome: Designing a new enrollment division
Second Learning Outcome: Rethinking enrollment around Guided Pathways
Third Learning Outcome: Seeking, analyzing, and using enrollment data
Core Competencies: Holistic and Systemic Thinking, Leadership and Management
Proficiencies: Enrollment Management: SEM Leadership, Enrollment Management: Enrollment Technology
Intended Audience: Significant experience in the profession, Senior management (President, Provost, Vice President, Vice Provost)
Guided Pathways and New Student Enrollment: Leading Through Change
Category
Session
Description
Austin Community College initiated Guided Pathways in 2016 after extensive study and input from college and community stakeholders. To launch students into Guided Pathways, a new focus on student recruitment and onboarding was needed. Within Student Affairs, a new Enrollment Management division was created under the leadership of an Associate Vice President.
The new division reorganized and redefined responsibilities to meet the new challenge. Newly combined or revised business units include: Recruitment (school pathways and adult pathways), Enrollment Advising, Admissions & Records, Graduation, Student Assistance (Financial Aid, Scholarships, Emergency Aid), Veterans Affairs, the Student Affairs Help Desk, Enrollment Management Analysts (CRM Technology Implementation), Student Affairs Communication, Community Partnerships and Enrollment Programs, and Student Affairs Communication.
Together, and with other college stakeholders, the team designed and implemented new enrollment practices to recruit prospects and enroll new students. CRM Technology and tailored communication workflows were significant new strategies. The division intentionally partners with College Marketing, Instruction, and other divisions of the college to build strategies that are sustainable for all programs. As a result of these efforts, first-time-in-college enrollment increased by 7% from fall 2017 to fall 2018.
With the CRM, focus groups, and surveys, the Enrollment Management division now has data to analyze student enrollment behavior, including a breakdown by race/ethnicity that indicates where in the funnel the college is losing the most students. These data are integral to new practices to assist students through the enrollment process. The college is committed to continual review, evaluation, and iteration of the enrollment re-design.
Submission ID:
6507
Presenter(s):
Melissa Curtis Austin Community College
Winner Status
- Session