Day:
Wednesday, October 28,2020
Time:
12:15 PM - 1:00 PM
First Learning Outcome: How to replicate expedited program development, credentialing, and rollout.
Second Learning Outcome: How to execute agile teaming in academia and creative pivots to increase enrollment.
Third Learning Outcome: How to expedite reviews, notifications, and matriculation of new cohorts without sacrificing quality standards.
Core Competencies: Collaborative Decision-Making and Consensus-Building, Problem Solving
Proficiencies: Enrollment Management: Developing Enrollment Mix, Enrollment Management: SEM Leadership
Intended Audience: Significant experience in the profession, Senior management (President, Provost, Vice President, Vice Provost)
Strategic Enrollment Management During COVID: A Case Study of Agile Teaming in Academia
Category
Roundtable
Description
The COVID-19 pandemic correlated with marketplace shifts that resulted in prospective earnings shortfalls for the majority of academic institutions. To address this concern, the Dean at Texas Christian University’s Neeley School of Business brought together a small and daring team to pursue something that had never been accomplished outside of high-profile fundraising events—generate over $2 million in revenue on a “zero cost basis” while focusing on beneficial outcomes for students. Through a marketplace analysis, the committee determined a new Master of Science in Business Analytics program could accomplish this feat. Within 45 days of high-paced, innovative marketing and administrative processes, the program had generated over $2.8 million in committed tuition funds.
The following action items were fulfilled, most of which involved some form of innovative administrative process or new route for marketing:
1. The Dean lobbied the Provost Office to obtain approval for the use of a “.com” URL to enable the launch of the application portal within 24 hours of deciding to launch the new master’s program. Viewable at TCUanalytics.com.
2. A market study was conducted and shared among all faculty and staff to “make the case” for the master’s program for all stakeholders (internal and external). Also viewable at TCUanalytics.com.
3. The graduate admissions staff realigned their work schedules to review and interview over 100 applicants.
4. A professor with training in sales contacted over 200 human resource offices to inform their communities of the program, which resulted in over 100,000 email “touches.”
5. Through collaborations with multiple departments developing the curriculum during the marketing launch (simultaneously), the state gave STEM designation to the program.
6. All marketing channels for the institution were utilized, including large-scale email campaigns, social media, and video mashups.
7. “Rock star” alumni volunteered quotes and video commentary, along with outreach to their early professional networks to help market the program.
8. All faculty and staff of the institution were invited to use hyperlinked graphic email banners that advertised the program.
Submission ID:
13627
Presenter(s):
Brandon Chicotsky Texas Christian University
Camila de Wit Giesemann Setzer Group Boston
Dr. Stephen Jenkins Texas Christian University