Download - About the University of South Carolina
The Magic Mix: How People, Programs, Data and Technology Helped the University of South Carolina
Achieve Enrollment Success
AACRAO Strategic Enrollment Management ConferenceNovember 6, 2012
Scott VerzylKip Howard
Dr. Mary WagnerElizabeth Orehovec
About the University of South Carolina
Flagship campus founded in 1801
Located in the state capital – Columbia, SC
Carnegie Foundation’s highest research designation
Multi-campus system with decentralized administrative offices
Total Columbia enrollment: 30,721
Residency ratio: 65% in-state/35% out-of-state
Where We Were in 2004: Enrollment Management
Undergraduate Admissions Career Center
Student Financial Aid and Scholarships Veterans Services
International Programs for Students Visitor Center
Orientation and Testing
Kip Howard hired as Assistant Vice Provost for Enrollment Management Scott Verzyl hired as Director of Undergraduate Admissions
The mission of the department is to plan, implement and evaluate programs and services which support student enrollment and success at the University of South Carolina -Columbia. The department will also assume a campus-wide leadership role in enrollment related matters.
Where We Were in 2004: Guiding Principles
Supporting the mission and vision of USC
Providing programs and services which strive for excellence in content and delivery
Recognizing and valuing the importance of communication, collaboration and coordination within the department and with all university constituents
Acquiring and maintaining professional expertise within each unit and sharing this expertise with the university community
Educating the university about enrollment management issues and their relevance to student achievement
Maintaining the highest standards of ethical conduct as defined by the university and departmental professional associations.
Where We Were in 2004: 5-Year Enrollment Goals
Increase overall undergraduate enrollment by 75 students per year
Increase freshman class size by a total of 50 new students per year
Increase the number of African American freshman by 15 students per year
Increase the inner quartile SAT ranking of new freshmen incrementally by a combined total of 60 points
Develop a special residential program for high-ability students below Honors College level, beginning at 300 new students and increasing to 425 by 2010
Increase four year graduation rate from 39.8% to 47%
Increase six year graduation rate from 63.6% to 67%
Eight Years Later, We Have Exceeded Enrollment Goals
2004 2005 2006 2007 2008 2009 2010 2011 2012
17,68918,362 18,648 18,827
19,76520,494
21,383
22,556
23,500*Undergraduate Enrollment
* tentative until final data is released
Eight Years Later, We Have Exceeded Enrollment Goals
2004 2005 2006 2007 2008 2009 2010 2011 2012
3356
3659 3644 36553803 3867
4403
4569 4562Freshmen Enrollment
Eight Years Later, We Have Exceeded Enrollment Goals
2004 2005 2006 2007 2008 2009 2010 2011 2012
1149
1164
1171
1184
1194 11921187
11981201
11541159
11641169
11741179
11841189
Average SAT
Actual Avg. SAT Avg. SAT Goal
Eight Years Later, We Have Exceeded Enrollment Goals
2004 2005 2006 2007 2008 2009 2010 2011 2012
265308 312
288310 321 337 349 349
487
552597
518483 481
537
608
High-Ability Recruitment
Capstone Scholars Honors
Eight Years Later, We Have Exceeded Enrollment Goals
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 201078%
80%
82%
84%
86%
88%
90%
80.6%
81.7%
84.2%
84.9%
83.1%
85.8%
86.9% 87.2%86.7%
85.9%86.8%
Freshman to Sophomore Return Rate
Eight Years Later, We Have Exceeded Enrollment Goals
2000 2001 2002 2003 2004 2005 2006 200735%
40%
45%
50%
55%
60%
65%
70%
75%
39.8% 40.2%
44.9% 45.8% 45.7%
51.2%53.0% 53.9%
62.4% 62.8%
66.8%69.0% 67.5%
70.3%
Graduation Rates
4 Year 6 Year
How We Got Here: Overview
Organizational Change
Institutional Support
Innovative Programmatic Changes
Enhanced Recruitment and Marketing
Advancements in Technology and Infrastructure
Utilization of Data, Market Research, and Measuring ROI
How We Got Here: Organizational Change
2004
Process Oriented
Centrally Controlled
Staff Turnover
Approximately 35 FTEs
$$
2012
Entrepreneurial Oriented
Collaborative Approach
Staff Growth and Advancement
Approximately 75 FTEs
$$$$
2005
Enhanced Communication
Plan
Capstone Scholars
Increased Out-of-State Recruitment
2006
Strategic Scholarship Awarding
Telecounseling
Improved On-Campus Special
Events
2007
Modified File Review
Early Action
Partnerships with Academic Units
2008
Minority Recruitment (MOST,
Summer Seniors)
Scholarship Dinners
South Carolina Bridge Program
(Transfers)
How We Got Here: Programmatic Changes/Enhanced Marketing
2009
GARNET Alumni Recruitment
Network
More Effective Search Strategy
2010
Regional Recruitment
Initiative
2011
Guidance Counselor Advisory
Board
2012
Residential Bridge Program
How We Got Here: Programmatic Changes/Enhanced Marketing
Managing Our Increase
Fall 2004 Fall 2005 Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012
12,261 12,88713,804
14,769
16,790 17,42418,212
20,984
23,098 Freshmen Applicants
How We Got Here: Technology and Infrastructure
Hardware and Software
Upgrades
Online Status Check
Virtual Advisor
Data Warehouse
Website Redesign 1.0
Recruitment Database
Document Imaging
EMAS – CRM Mass Email Ability
In-House IT Staff
Enhanced Social Media
Presence
Office Intranet
Website Redesign 2.0
Online Chat Sessions
Banner
100% Online Applications
Utilization of Data, Market Research, and Measuring ROI
Historical data Past enrollment numbers Historical SAT/ACT data Descriptor Plus – Geodemographic tagging
Future market outlook Predictive modeling High school graduation rates Population Data
Competitor analysis EPS/EIS National Clearinghouse Secret shopping
Utilization of Data, Market Research, and Measuring ROI
Market research projects Web survey with juniors and seniors Print publication survey and focus groups Guidance Counselor survey
Measuring return on investment Event evaluations Recruitment travel assessment Blueprint for Performance Excellence
Big Picture Analysis
Market Segmentation and Return on Investment
Data-Driven Decision Making
Enrollment Summary: 2004 to 20122004 2012 Change
Freshman Applications 12,261 23,098 + 88%
Freshman Class 3,356 4,562 + 36%
Undergraduate Enrollment 17,689 23,500 + 33%
Average SAT 1149 1201 + 52 points
Freshman Honors Enrollment 265 349 + 32 %
Freshman Capstone Enrollment 0 608
First to Second Year Retention Rate 83.1% 86.8% + 3.7%
4 - Year Graduation Rate 39.8% 53.9% + 14.1%
6 - Year Graduation Rate 63.6% 70.3% + 6.7%
More Than Just Admissions
Registrar Joined Enrollment Management in 2006 Policy Review / Probation GPS – Graduation Planning Service
Visitor Center Visitor center traffic has doubled Personalization of the visit experience
Career Center Student development model Focus on internships Assessing where our students go after graduation Building relationships with companies worldwide
More Than Just Admissions
Financial Aid Manage increased demand while complying with federal mandates Leverage scholarships for maximum net tuition revenue
Focus on Retention Hired Director of Retention On-going collaboration with academic departments Identifying ways to improve student retention and graduation
Student Success Center Collaboration to ensure student success Cross-campus advising Tutoring, Supplemental Instruction (SI), and academic coaching
Final Thoughts and Questions