Proposed action objective:
Create and implement a comprehensive Enrollment Management Plan congruent with the University’s mission, vision, and goals that will include marketing, recruitment, enrollment, and retention components for undergraduate and graduate students. The plan will require revenue goals, engage faculty in setting enrollment targets, and involve all areas of the campus that help to recruit, enroll, and graduate our students.
How does this objective contribute to one or more of USD’s overall strategic goals?
Enrollment management contributes directly to the vision of becoming a “nationally pre-eminent Catholic university,” as well as to Goal #1 of becoming “more culturally diverse and culturally competent” by increasing enrollment of minority and international students, and to Goal #5, “developing a stronger and clearer institutional identity regionally and nationally,” by intentionally marketing the university to its target populations.
Who is responsible for implementing and monitoring this objective?
The Enrollment Management Committee will oversee the drafting and implementation of the plan, as well as help determine individual responsibility for various aspects of the plan. The Enrollment Management committee will consult with other strategic planning groups, Graduate Council, Deans’ Council, First Year Experience Committee, Retention Committee, and offices of Financial Aid, Registrar, Housing, and others.
What steps are necessary to achieve this objective?
- Draft a preliminary Enrollment Management Plan based on USD’s mission, vision, and strategic goals, incorporating key elements action plans developed by other strategic action groups in the areas of marketing, information technology, internationalization, diversity and inclusion, and student life, including appropriate time lines and measures of performance.
- Annually develop a formal recruitment plan with enrollment targets for new freshmen, transfers, and graduate students that include composition goals for gender, Catholicity, ethnicity, and geographic origin.
- Establish clear connections between the enrollment targets, financial aid disbursement, and the budgeting process.
- Identify our key competitors for undergraduate and graduate programs, define a set of peer comparison institutions, and develop a set of performance indicators with benchmark data.
- Conduct demographic and environmental analyses of students, both undergraduate and graduate, in California and other target markets; determine alignment of these factors with institutional offerings and resources.
- Collaborate with campus marketing personnel to hire a consulting firm to conduct a marketing research study to discover how external publics perceive USD.
- Ensure proper participation across the campus in the development of the enrollment plan and the division of responsibility associated with it. For example, inclusion of the First Year Experience, Committee for Health and Wellness, etc.
- Provide regular reports to the President, Cabinet, Board, and other groups as needed.
What measurable indicator(s) can be used to monitor progress?
Quantitative measures could include:
- Comparisons of enrolled students with enrollment targets.
- Retention and graduation percentages for targeted groups vs. overall student populations.
- Comparison of USD data vs. peer institutions.
- Revenue expectations and financial aid expenditures.
- Survey Indicators of student satisfaction.
Proposed timeline—what is to be accomplished by:
|2005-06||Produce an initial draft of the Enrollment Management Plan by December of 2005. Produce a comprehensive set of recruitment plans for undergraduate and graduate admissions by Fall 2005. Begin the process of identifying key competitor institutions and performance indicators.|
|2006-07||Implement first recruiting plans to affect enrollment for 2006-07. Compare USD’s performance to historical data as well as peer comparison data; present results to campus constituents and Board of Trustees. Begin market research and analysis. Develop a set recruitment plans for 2007-08|
|Review and update Enrollment Management Plan, incorporating market research and peer comparisons. Implement recruiting plans for following year. Analyze results and present to campus and to Board.|
What resources will be required to accomplish this objective?
|Financial||After review and analysis, adjustments to the financial aid strategies may be needed; Additional resources may be directed toward aspects of the plan, such as external marketing consultation.|
|Personnel||None foreseen at present.|
|Space||None foreseen at present.|
|Technical||None foreseen at present.|