Issues and Perspectives
in
Recruitment and Enrollment
Ferrum College
The Admissions Funnel
High School Students
Inquiries
Applicants
Acceptances
Paid Deposits
Matriculants
Simple Yield Analysis
Inquiries 11,019
Applicants 1096
Yield 10%
Accepts 873
Yield 80%
Deposits 445
Yield 51%
Matriculants 359
Yield 81%
3 year average 1997-1999
CICV
Fall 1996 – Fall 1999
1996 1997 1998 1999
Applications for AdmissionsVA Residents 11,020 11,303 11.746 12,697 Non-VA Residents 21,258 21,958 23,916 25,221Total 32,278 33,261 35,662 37,918Percent VA Residents 34.1% 33.9% 32.9% 33.4%
Offers of Admissions VA Residents 8,331 8,502 8,739 9,436Non-VA Residents 13,885 13,408 15,279 16,563Total 22,216 21,910 24,018 25,999Percent VA Residents 37.5% 38.8% 36.4% 36.2%
Offers Who MatriculatedVA Residents 3,009 3,177 3,240 3,562Non-VA Residents 4,332 4,621 4,352 4,852Total 7,341 7,798 7,592 8,387Percent VA Residents 40.9% 40.7% 42.6% 42.4%
Freshman Applications and Admission by Residence
Fall 1996 – Fall 1999
1996 1997 1998 1999
Applications for AdmissionsVA Residents 766 741 675 781Non-VA Residents 414 192 245 250Total 1180 933 920 1031Percent VA Residents 64.9% 79.4% 73.4% 75.8%
Offers of AdmissionsVA Residents 621 587 554 644Non-VA Residents 258 153 196 191Total 879 740 750 835Percent VA Residents 70.6% 79.3% 73.9% 77.1%
Offers Who MatriculatedVA Residents 234 192 234 271Non-VA Residents 73 43 74 61Total 307 235 308 332Percent VA Residents 76.2% 81.7% 76.0% 81.6%
Note: 1996 Pre-App Program
Ferrum CollegeFreshmen Applications and Admissions by Residence
1996 1997 1998 1999
Offers as % of Applicants within CategoryVA Residents 75% 75% 74% 74%Non-VA Residents 65% 61% 64% 66%Total 69% 66% 67% 69%
Matriculants as % of Offers within CategoryVA Residents 36% 37% 37% 38%Non-VA Residents 31% 34% 28% 29%Total 33% 36% 32% 32%
CICVFreshman Applications Percent Yield Rate
Ferrum College
1996* 1997 1998 1999
Offers as % of Applicants within CategoryVA Residents 81% 79% 82% 82%Non-VA Residents 62% 79% 80% 76%Total 74% 79% 82% 81%
Matriculated as % of Offers within CategoryVA Residents 38% 33% 42% 42%Non-VA Residents 28% 28% 38% 32%Total 35% 32% 41% 40%
*Note: 1996- Pre-App Program
Freshman Applications Percent Yield Rates
Mechanics of Recruitment
• Direct Mail– 50,000 Names– 5% Return
• Telemarketing– Admissions Counselors– Students– Faculty
• Publications– Based on attributes highlighted in the Strategic Plan:
Blend of Arts & Sciences
Technology
Experiential Learning
Blue Ridge Location
Activities & Athletics (Leadership)
Classroom--Student/Teacher Ratio
Mechanics of Recruitment
Mechanics of Recruitment
• High School Visits/College Nights– 5 Geographic of Recruitment Territories– Recruitment Travel both Fall & Spring– VA Tour– Out of State:PA,WV, MD, NJ, NC, DE, TN,FL– Athletics– Geodemographic Analysis
• Marketing– Roanoke Valley
• Multimedia:Newspaper
Radio
Billboard
Roanoke.com
Feeder School Newspapers
Selected Back to School Guides
Mechanics of Recruitment
Mechanics of Recruitment
• Marketing continued:– Private Colleges & Universities
Magazine– Regional Edition of National Magazines:
Newsweek
Time
Sports Illustrated
U.S. New & World Report
Mechanics of Recruitment
• Open Houses– Fall (2)– Spring (2)
• Campus Tours– Tour– Class– Lunch
Mechanics of Recruitment
• Campus Tours continued:– Faculty– Coaches– Overnight Stays
• VA Private College Week
• CICV Counselor Tour
Mechanics of Recruitment
• Planning• Annual Planning
– Results
– Opportunities
– June
• Strategic Planning– Size of the Class
– Shape of the Class
– On going
Psychology of Recruitment
• Consumer Approach• Predisposition
• Information Seeking
• College Inquiries
• Application
• Acceptance
• Attending
Deciding to Go to College
Psychology of Recruitment
• Sociological– Class Rank/SAT/GPA
– Parental Education
– Student Peer Groups
• Economic– Cost Benefit Analysis
Deciding to Go to College
Psychology of Recruitment
• College Choice– Influencing Attributes
• Students/families perception of what attribute is influential to their choice.
– Preferred Attributes• Students/families preference for an attribute.
– Needs Analysis• Students/families needs in College.
Academic Profile and Personality
• GPA (2.6)
• SAT (899)• Family Education (31% both parents attended college)
• Aspiration and Educational Attainment
Ferrum College Entering Freshmen
Educational Attainment
Get a bachelor’s degree?
Ferrum College Peer Group
64% 75.1%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Intellectual Self Confidence
29%
55%
16%
High Average Low
Social Self Confidence
47%
41%
12%
High Average Low
Source: Parent Survey. 1997-1999 Combined.
Educational Attainment
Academic Profile and Personality
• Socioeconomic
Ferrum College Entering Freshmen
Estimate of Parents Income
Ferrum Peer Group
<$20,000 11% 13%
$20,000-$39,999 29% 24%
$40,000-$59,999 23% 25%
$60,000-$99,999 23% 25%
>=$100,000 14% 14%
Academic Profile and Personality
• Geographic/home
Ferrum College Entering Freshmen
Distance From Home
5 or less6 to 1011-5051-100101-500>500
Ferrum2.9%2.5%15.1%16.2%51.5%11.6%
Peer4.8%4.1%17.5%17.3%37.7%18.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average
ATTRIBUTES• Academic Reputation• Social Reputation• Cost• Financial Aid• Location/Distance from Home• Size• Athletics• Special Programs
Attribute: Academic Reputation
This college has a very good academic reputation.
Ferrum College Peer Group
35.6% 50.1%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Academic Reputation
Graduates gain admittance to top graduate/professional schools.
Ferrum College Peer Groups
16% 26%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Attribute: Social Reputation
This college has a good reputation for its social activities.
Ferrum College Peer Group
24.5% 27.3%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Cost
This College has low tuition.
Ferrum College Peer Group 9.3% 10.5%
Source: 1997, 1998, & 1999 CIRP; 3 year average.
Attribute: Cost
For the colleges your student seriously considered, Ferrum’s tuition, room and board was . . .
41%
54%
5%
Significantly HigherAbout SameSignificantly Lower
Source: Parent Survey 1997-1999 Combined.
Attribute: Financial Aid
50%
31%
19%
Very ImportantSomewhat ImportantNot Important
Was the financial aid package a significant reason in your student’s attending Ferrum?
Source: Parent Survey. 1997-1999 Combined.
Attribute: Location/ Distance From Home
I wanted to live near home.
Ferrum College Peer Group
15.0% 15.2%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Size
I wanted to go to a a school about the size of this college.
Ferrum College Peer Group
47.2% 52.6%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Parental Influence
My parents wanted me to go was a very important decision factor.
Ferrum College Peer Group
42.3% 37.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Athletics
Very good chance that I will play varsity/intercollegiate athletics.
Ferrum College Peer Group
44.1% 27.0%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Attribute: Special Programs
This college offers special educational programs which were very important in the decision to attend private college.
Ferrum College Peer Group
22.1% 21.8%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Issues In Enrollment
• Defense of small school
• Lack of name recognition
Ferrum College
53%
27%
12%
8%
1st Choice 2nd Choice3rd Choice <3rd Choice
Peer Group
71%
20%
6%
3%
1st Choice 2nd Choice3rd Choice <3rd Choice
Student Selection and Choice
Issues In Enrollment
• Public perception (image)
• Location
• Perception of the value of the degree
• History/traditions
• Pride
• Commitment to college
Commitment to College
Be satisfied with your college?
Ferrum College Peer Group
31.2% 52.8%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Issues In Enrollment• Predisposition to transfer
Predisposition to Transfer
The chances are very good that I will transfer to another college before
graduating.
Ferrum College Peer Group
12.5% 8.7%Source: 1997, 1998 & 1999 CIRP; 3 year average
Issues In Enrollment• Parental influence (or lack thereof)
My parents wanted me to go to college.
Ferrum College Peer Group
42.3% 37.9%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Parental Influence
Issues In Enrollment• Academic preparation
• Career vs intellectual
Career vs Intellectual
To be able to make more money.
Ferrum College Peer Group
77.5% 63.6%
Source: 1997, 1998 & 1999 CIRP; 3 year average
Career vs Intellectual
To prepare myself for graduate or professional school.
Ferrum College Peer Group
38.4% 49.5%
Source: 1997, 1998 & 1999 CIRP; 3 year average.
Issues In Enrollment• Perception of the student- ability, consumer, learner,
colleague.– Faculty
– Staff
– Coaches
– Administration
– BOT
Issues In Enrollment
• Unified Understanding of Ferrum (or lack thereof)
– Mission
– Vision
– “we know what’s best”
– customer service
Admissions Expectations
The admissions process has given me an accurate expectation of what my student will experience at Ferrum College.
68%
31%
1%
Yes Somewhat No
Source: Parent Survey. 1997-1999 Combined.
Admissions and Recruitment Issues
• Improve compensation for Admissions personnel– Review hiring procedures– Goals and evaluation– Retention and promotion
• Improve staff training for Admissions personnel– College issues– Procedures and practices in college admissions
Admissions and Recruitment Issues• Refine Recruitment Cycle
– Geodemographic Study– Contract Inquiry Qualifying– Telemarketing– Direct Mail
• Improve Campus Involvement in Recruitment– Faculty Involvement– Alumni Involvement– Student Involvement
Admissions and Recruitment Issues• Improve recruitment tools
– CD Rom– Video– Web– Publications
• Improve Marketing– Build upon the Martin Research Report– Hire Marketing Consultants– Increase Advertising Dollars
Admissions and Recruitment Issues
• Permanently establish a Committee on recruitment– Attend conferences– Conduct institutional research– Facilitate campus buy-in– Facilitate campus involvement
Retention and Attrition Statistics
• Graduation Rates
• Persistence Rates
Graduation and Persistence Rates
0%
20%
40%
60%
80%
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998
Year Entered Ferrum
Returned for Sophomore Year Graduated within 4 Years Graduated within 6 Years
Retention and Attrition Statistics
• Average GPA of Students While at Ferrum College (2.2)
Retention Issues and Strategic Planning Initiatives
• Residence Life
• Student Activities
• Athletics
• Intramurals
• Experiential learning/career services
Student Affairs
Retention Issues and Strategic Planning Initiatives
• Retention Issues• Advising
• Core curriculum
• Academic progress
• Graduation Requirements
• New Initiatives• First Year Experience
• Conditional Admit Program
Academic Affairs
Retention Issues and Strategic Planning Initiatives
• New Initiatives continued• Withdrawal policy
• Honors Program
• Remedial Program
• Summer Study Groups
• Calendar Study Committee
0
50
100
150
200
250
300
350
Week #
# S
tud
ents
Fall 1999 0 0 17 70 130 187 246 304 331
Fall 2000 0 0 11 35 85 141
2 8 14 20 26 32 38 44 50
Freshman Paid Deposits
Transfer Paid Deposits
0
1020
3040
5060
70
Week #
# St
uden
ts
Fall 1999 0 0 1 1 3 7 15 31 40 64
Fall 2000 0 0 2 3 7 11
2 8 14 18 24 30 36 42 46 52
New Freshman Entering10-Year Trend
0
50
100
150
200
250
300
350
400
450
500
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
0
50
100
150
200
250
300
350
1995 1996 1997 1998 1999
New Freshman Entering5-Year Trend
Issues and Perspectives
in
Recruitment and Enrollment
Ferrum College