DIVERSIFYING YOUR DIVERSITY

Eduardo Prieto Vice President for Access and Enrollment ManagementWinthrop University │ Rock Hill, South Carolina

#nacacGWI @NACACedu

Two Universities with Works in Progress

Arthur Ortiz Interim Vice President for Marketing Communications & Enrollment Management University of St. Thomas │ Houston, Texas

• Two distinctly diverse universities

• One is a private, Hispanic Serving Institution (HSI) located in urban setting in Houston

• One is a regional public with a large African American student population located in South Carolina but also in a suburb of Charlotte, NC

Setting the Stage

• Approximately 55.3 million Hispanics / Latinos(a)

• Comprises 17.3% of total U.S. population

• Expected to reach 28.6% by 2060 (U.S. Census Bureau projections)

• Compared to a population of 14.8 million in 1980

United States Demographics

Percent Change in Public High School Graduates by

State 2009-2010 through 2023-2024

Source: Projections of Education Statistics to 2023, April 2016 https://nces.ed.gov/pubsearch/pubsinfo.asp?pubid=2015073

US Hispanic / Latino Data

Challenges of Expanding Enrollment with this Area of Diversity

College as an option

Challenges of Expanding Enrollment with this Area of Diversity

Income levels of demographic

Family Income Levels

Arthur Ortiz Interim VP for Marketing Communications & Enrollment Management

University of St. Thomas │ Houston, Texas

• UST is a private Catholic comprehensive university with an emphasis on the liberal arts

• A top Western Region Master’s university in every ranking since US News & World Report started ranking

The University of St. Thomas

• The single most diverse metro area in the country

• Approximately 40 years ahead of the national demographic trends

• Houston is 36% Hispanic

Houston Demographics

• 23% drop among Hispanics from 2013 who believe an education beyond high school is needed to be successful

• Texas high school Hispanic projections

Houston Demographics

More about

UST:

Enrollment

Demographics

Core curriculum

Top programs

Competition

Family Income Levels

Attaining Diversity: US Hispanic / Latino Data

Academic quality of class 18.9 ACT

UST Hispanic / Latino Data

• Academic quality of class 22.4 ACT

• Income Levels $58,339

• Retention Rate 76% for Hispanics

What We Do

All-Spanish Language Events

Pilot test-optional program

Freshman Symposium

First-Generation group

Small classes; early warning

CARE Team

Two-tiered advising

UST Challenges

• Importance and influence of family a true family decision

• Family responsibilities

• Possible parental language barriers

• College preparedness (non-Native English speaker) liberal arts writing-intensive university

• First-Generation challenges

• Performance on standardized tests

UST Challenges

• Ability to pay and willingness to pay

• Role models and success stories

• Abundance of high-paying jobsrelative to cost of living, in Houston without needing a college degree

• Cost and commitment to attaining the class and possible impacts on discount rates and net revenue

• Game plan in place to commit to programs and support for all students to succeed

• Maintaining your SEM balance in areas such as quality of the class

Geographical Proximity Difficulties and Advantages

• Market & Audience

• A Catholic, faith-based, institution matches well with the Hispanic/Latino community

• Competition is pursuing the same students with perhaps more resources

- Show you care

- Be responsive - Win in customer service- Acknowledge without treating differently

Data Analysis & ForecastingIn present and future forecasting of recruitment strategies

• Demographic forecast is truth

• Maintaining institutional financial viability

• Retention & success models & initiatives

• Maintain the ethnic balance/goals of your institution or expand them to what your institution aspires

• What programs do you/will you offer and are they in line with this SEM initiative?

• What is your institutional mission fit?

• Provide success stories and role models

In i t iat ives Understanding the Hispanic community & possible challenges:

College as an option Family income levels

Closeness to family Family responsibilities

Reticent to take loans First-Generation challenges

Parent language barriers English as a second language

Role models with college Abundance of high-paying jobs degrees not requiring a college degree

Success Outperforming the National Trends

SAT & ACT averages for our incoming Hispanic students

Student Family income levels

Retention rates for demographic

Graduation rates for demographic

UST Selectivity Chart 2012

UST Selectivity Chart 2016

Subtitle Style

Eduardo Prieto Vice President for Access and Enrollment Management

Winthrop University │ Rock Hill, South Carolina

- Winthrop is a public, comprehensive university with total approximate enrollment of 6,100

- Diversity population of approximately 38%

- Tuition approximately $14K and COA $28K

Princeton Review “Best in the Southeast”

U.S. News 2017 Best College

• Approximately 5 million residents 2016 Census

• Approximately 5.5% or 273,000 Hispanic population

• 43rd of all states in median household income at $45,033 compared to national average of $53,482

• 44th among all states in per capita income at $24,222 compared to national average of $28,555

South Carolina Demographics

• Total county population 245,346

• Approximately 5% of county’s population is Hispanicat just over 12,000

• Mirrors the state’s Hispanic population but not the country’s

Rock Hill / York County Demographics

Charlotte Demographics

13.8% Hispanic / Latino Population113,000

34% African American Population282,000

• Winthrop Fall 2016 total enrollment- 6,109, of which Undergraduate is 5,091

• Approximately 44% Pell-eligible - almost half (48%) come from O EFC background

• Approximate 1030 SAT average in fall 2016- tracking at 1100 for fall 2017

• 73.3% Retention rate

This is Winthrop

• Grow to 6,000 undergraduates and 7,000 total headcount enrollment

- Baseline: 5,109 / 6,109

• Reach 82% one-year retention rate for first-time Freshmen - Baseline: 73.3%

• Reach 60% six-year graduation rate - Baseline: 55.5%

• Reach 43% AALANA/ Asian/ International - Baseline: 38%

• Reach top 5 in South Carolina for Latino enrollment and graduation

- Baseline: outside top 5

Institutional Goals by 2025

• South Carolina 29th in Latino population

• 7% K-12 Latino population- (U.S. Census Bureau)

• 2% Latino Faculty / Staff

• Role models and success stories

• Strong family connections sometimes preventing willingness to travel long distances for education

• Ability and willingness to pay

• Debt adverse

Winthrop Challenges

• National, regional and state Latino growth projections

• Largest enrollment and population growth projected for the South and West (National Center for Education Statistics, April 2016 Projections)

• Geographical proximity to Charlotte

• 7% of Latino adults in South Carolina have earned an associate degree or higher (U.S. Census Bureau)

• Inclusive reputation and engaging nature of campus

• Supportive administration

Winthrop Opportunities

• African-American enrollment approximately 30% or 1,514 students

• Hispanic / Latino enrollment approximately 5%, or 256 students

• State’s flagship institutions:approximately 10% and 7% AF/AM and 4% and 3% HI/LA, respectively

Current Undergraduate Diversity at Winthrop

Undergraduate Enrollment Diversity at Winthrop

YearWhite, Non-

Hispanic

African-American

LatinoNonresident

Alien/International

Asian, Non-

Hispanic

American Indian/Alaska Native

Native Hawaiian/

Pacific Islander

Two or More Races

RaceUnknown

Total Undergraduate

Students

Fall 20053,478 1,431 69 114 73 22 NA NA NA 5,187

Fall 20063,424 1,409 79 107 69 23 NA NA NA 5,111

Fall 20073,347 1,378 91 99 77 20 NA NA NA 5,012

Fall 20113,097 1,349 115 151 71 20 3 53 0 4,859

Fall 20123,023 1,506 124 174 74 25 23 74 6 5,029

Fall 20133,000 1,519 160 157 69 24 6 103 10 5,048

Fall 20142,927 1,451 195 154 64 22 7 134 20 4,974

Fall 20152,993 1,498 209 113 62 16 4 169 9 5,073

Fall 20162,973 1,514 256 82 64 21 7 174 0 5,091

Undergraduate Diversity Enrollment at Winthrop

3,478 3,3473,023 3,000 2,927 2,993 2,973

1,431 1,378 1,506 1,519 1,451 1,498 1,514

69 91 124 160 195 209 256

5,1875,013 5,029 5,048 4,974 5,073 5,091

60

1,060

2,060

3,060

4,060

5,060

6,060

Fall 2005 Fall 2007 Fall 2012 Fall 2013 Fall 2014 Fall 2015 Fall 2016

Undergraduate Enrollment by Race from Fall 2005 - Fall 2016

White, Non-Hispanic African-American Other Hispanic/Latino Asian, Non-Hispanic Total Undergraduate

Notes:• Other includes the following races/ethnic groups: Non-Resident/International, Native

Hawaiian/Pacific Islander, Race Unknown and two (2) or more races• Numbers reported on the graph are for Hispanic/Latino Enrollment.

• Black student 5-year retention rate of 74% mirrors overall student 5-year average while Latino rate is 71%

• 56.2% graduation rate for Black students3.5 points higher than the white student graduation rate at Winthrop

• #2 among “top performing” institutions for high rates of graduation success among minority students

(Education Trust national report)

Current Diversity at Winthrop

• Hired first-ever bi-lingual recruiter

• Hired first-ever bi-lingual student staff members

• Offer Spanish-speaking sessions at on-and-off campus events

• Will soon offer admissions and financial aid-specific pieces in Spanish

• Working with current students to start first-ever Cultural Heritage Club - Voces

• Plan to send student leadership to upcoming conferences

What are we doing to achieve this?

• Partner with as many local, state, and national

organizations as possible- Charlotte Hispanic Professionals Group

- Charlotte Latin American Chamber of Commerce

- Hispanic Association of Colleges and Universities

• Eventual expansion of recruitment to Spanish-speaking countries – Mexico in particular

- Over 17,000 Mexican students currently studying in the U.S.

(Open Doors 2015)

What are we doing to achieve this?

• Excited about the future

• Connect with and engage our audience “head-on”

• Embrace our challenges and opportunities

• Celebrate our progress and success – small and large

• Always remember what and who we do this for

Moving Forward