Summer 2014
|
TOWER
9
Enrollment Management:
An Investment for the Future
H
igher education institutions began using enrollmentmanage-
ment strategies nearly 40 years ago to increase recruitment
efforts in an era of dwindlingmatriculation and intense compe-
tition for students.Over the decades, enrollmentmanagement has
transformed from a recruitment strategy to an initiative thatmakes
dreams come true.
KIMBERLY SCRANAGE,KutztownUniversity’s inaugural vice
president of enrollmentmanagement, has concentrated on enhancing
and increasing communication across campus departments and divisions,
evaluating student services and streamlining processes, optimizing
resources and developing strategies tomeet future recruitment and reten-
tion goals.But what does thismean for current and future students?
First, andmaybemost importantly, itmeans thatmore students will
have an opportunity to attend college.Although she’s only been on cam-
pus for less than a year, Scranage’s ‘GoldenBear net revenuemodel’has
already been approved by the Pennsylvania State System forHigher
Education.The newmodel has essentially revamped the university’s
financial aid strategy, allowingKU to offer need andmerit-based aid in
newways that will attract quality students and increase residency distri-
bution and accessibility for underrepresented groups. In eliminating
financial concerns – one of themost significant obstacles to attending
college for both first-generation andminority students – Scranage’s
new revenue model contributes to greater equity in higher education.
Students who could only
dream about attending a
universitywill discover that
at KU, anything is possible.
Retention is another crucial
component for enrollment
management.Hobsons’
EducationCustomer Rela-
tionshipManagement Suite
(CRM), a platform for customizing correspondence between potential
and current students and the institution, will make it easier to tailor
communication according to a student’s interests or major.
In addition, theCRM can identify students who are strugglingwith
their courses, and direct them to the appropriate resource, such as the
Center forAcademic Success andAchievement, or their academic advisor.
In the past four years,KU’s enrollment has dropped from 10,707
students to 9,513. Several factors are responsible for the decline: there
are fewer high school students graduating in Pennsylvania and state
funding for higher education is decreasing.At the same time, surround-
ing states are allocatingmoremoney toward education,which increases
competition for students.However, things are looking up. Since
Scranage’s arrival,KU has seen an 11.4 percent upswing in its recent
online winter session enrollment, 15 percent fewer students in poor
academic standing (cumulativeGPA below 2.0) and 20 percent more
new students living on campus for spring.According to Scranage,when
the focus is on communicating with and advocating for students, every-
thing else falls into place.
“I’m grateful for the opportunity toworkwith faculty, staff, adminis-
tration and students to enhance the institution,” she said. “My job is to
meet their goals, and help bringKU’smission and vision to life.”
In the next few years, Scranage plans to continue fostering communi-
cation on campus, and design strategies to enhance student satisfaction.
Her goal is to increase enrollment to its optimum level, between 10,000
and 11,000 students.Much of what happens in enrollmentmanagement
isn’t seen – except when it comes to results.
“I like to be in the shadows, because it’s really about empowering
others to help them see what’s possible,” she said. “A lot of students won’t
see what we’re doing, but they reap the benefits.All of the things that we
do – and the strategies beneath them – contribute to amore cohesive,
purposeful and planned experience.”
Alumni will benefit too.As KU grows, both in size and prestige, their
degrees will accruemore value.There are steps that alumni can take to
further this process. ShowKU pride, andwear KU gear – it could be a
conversation starter with someone who is considering attendingKU as
an undergraduate or graduate student.When speaking about the institu-
tion, alumni should tell people about their favorite collegememories. If
alumni know someone who is thinking about KU, help them contact the
Office of Admissions, or Scranage herself – she’d be happy to help.
“I know our alumni are passionate,”Scranage said. “That, in itself, is
one of the best recruitment tools that I have.”
“Our alumni are one
of the best recruitment
tools I have.”
—KIMBERLY SCRANAGE
KU vice president of
enrollment management
Kimberly Scranage, KU’s vice president of enrollmentmanagement, at
Accepted Students Day inApril.
