Ozarks Technical
Community College
Enrollment Management
Program Review/Planning Process
Enrollment Management Mission Statement:Mission:
The role of the Enrollment Management Office – Recruitment within Ozarks Technical Community College has emerged from a perceived consequential effort to a strategically designed function. Recognizing and focusing our Enrollment Management Office
resources on student’s persistency rates, retention and recruiting stronger well prepared students is the application of this plan. This plan requires stronger utilization of both internal and external data which will allow our institution to be proactive in recruiting and retaining future students. The objective of this plan design is to engage our institution to better serve our community members to enhance their individual education goals. This parallels the institution’s mission statement and requires statistical analysis of both internal and external resources.
Enrollment Management Office:
a) Provide quality customer service to our prospective students as we assist them in their higher education experience.
b) Communicate to our prospective students the educational opportunities that a community college may provide.
c) Educate our prospective students of the career opportunities in southwest Missouri.
d) Supply qualified workers to southwest Missouri’s workforce.
e) Attend community events to raise greater awareness in our community of the educational impact OTC has on our region.
f) Develop a collaborative institutional recruitment and retention plan that consolidates our institutional resources to better serve our community.
Enrollment Management Office Objectives:
a) Increase credit course student enrollment by 4%.
b) Evaluate Post-Secondary programs and their enrollment numbers (specifically low enrollment programs) and create strategies that promote these programs. c) Promote the benefits of Ozarks Technical Community College throughout the
region and state.
d) Research retention issues (start tracking) on our campus and methods to improve/continue student learning.
e) Implement a regional pre-college speakers bureau that addresses:
• Career Awareness and Professional Development
• Parental support for first generation students
• Persistency issues
• Rigorous course work and success Key Quality Indicators:
After utilizing Enrollment Management services, students will be able to:
• Track student from point of contact, throughout the application process until active student status. Thus providing qualitative and quantitative analysis of the recruitment efforts of both traditional and non-traditional students.
• Track and promote the completion of programs by developing strategies that address retention issues of our students.
• Improve the percentage of students admitted into our institution who schedule for classes.
• Increase the number of first generation students who complete programs.
• Increase the number of first time students from first semester to second semester and first year to second year persistency rate.
• Increase community awareness on the opportunities that our institution offers our region in the form of transfer, career and short-term training programs. Along with the promotion of Continuing Education programs offered as an institution.
Enrollment Management Five Year Plan:.
The Enrollment Management five year plan focuses on managing prospective student data through the use of Information Technology. Implementation of Datatel s PRSP screen and the Communication module will automate the communication funnel to prospective students. Creating a point of contact analysis and tracking prospective
students through the registration of classes will allow for our recruiting efforts to become data driven. Create strategies that focus on retention awareness among students, faculty, staff and parents.
Internal & External Influences: Internal:
a) The name Enrollment Management Office and the Enrollment Management Committee have no interaction. Change Enrollment Management Office to Recruiting and Retention Team and keep the Enrollment Management Committee.
b) There is mis-understanding that the Recruitment Office is responsible for the Career Centers (High School) recruitment. The Career Center students are recruited by the Career Center staff.
c) Not being informed that the Career Center is separate from the
Technical Division and that recruiting materials is ordered separately. A change that was not shared with the Post-Secondary Recruitment
d) Inability of the Recruitment Office to work to improve low enrollment programs because of being told that these problem areas were going to be taken care of by the Technical Division.
e) Allocating funds that allows the IT department to implement the utilization of the PRSP and the Communication Module on the Datatel’s system.
f) Apathy within our institution that recruiting and retention is a single department’s responsibility.
g) The cross-division institutional responsibility of creating a plan to promote programs with low enrollment numbers.
h) Understaffing and re-assigning staff for non recruitment activities. i) Leadership and development of working as a cohesive unit by the
recruitment team.
j) Improve the communication channels between upper administration and the recruitment team.
k) Communication between Continuing Education, Training Resource Group, Career Center and Post-Secondary Recruitment Activities. l) Scholarships not meeting the needs of the college as a recruiting tool. m) Para dime shift in Technical and Career Training requirements and
offer our institution to perspective students.
External
a) Government Funding increase or decrease b) The possibility of the elimination of A+ program c) Competitors that recruits in our area students
• Universities
• Military
• Community College – Missouri and Out of State
• Proprietary Schools d) Tuition increase
Factors that influence change:
Internal
• Full time clerical staff hired that assists with communication and manages the enrollment management area.
• Re-establish a fulltime Coordinator of Enrollment Management position.
• Present at Convocations on Enrollment Management activities for that semester.
• Recognize the success in this department depends on the ability of the Enrollment Management Team to work as a cohesive group.
• Implement the Datatel’s PRSP and Communication Management component to create a stronger communication funnel to
• The office Enrollment Management needs to be notified or be involved with the committee’s decisions.
• The Enrollment Management, Continuing Education and Training Resource Group needs to recognize the Inter-department overlap of their recruiting functions. Especially, with the development of more short term training programs.
• Staying current with the changes that are occurring to better communicate these to prospective students.
External
• Recognize the importance of being engaged in our community.
• Actively recruit both active military, Reserves & Guard to our online coursework.
• Recognize that Kansas, Oklahoma, Iowa, and Arkansas
Community Colleges recruit in southwest Missouri. They are present in both college representative visits and college career fairs. Their state populations are decreasing and their growth exists by actively recruiting Missouri students.
• OTC’s cost of tuition is one of the highest Community College tuition in the state. Student’s books are the second highest cost of going to OTC. The time has come to lease books to our students.
Imminent five year goal:
• Efficiently track prospective student data from the variety of sources.
• Develop a stronger institutional communication funnel for prospective students.
• Increase access and utilization of the resources that OTC provides for student success.
• Develop programs that promote parental involvement to influence college attendance and program of study.
• Improve Retention by informing prospective students, parents and counselors of the issues relating to obtaining a college degree.
• Create an internal tracking of students identified as “At-Risk” and promote strategies that promote successful outcomes for these students.
Section II.
Service Area Principal Functions
1. Identify the principal functions or types of services provided by this unit.
A. Promote institutional awareness through participating in the following activities:
• Construct a proactive retention program that promotes parental involvement in their son or daughter college experience prior to attending.
• College Fairs – 22 approved events during the Fall 2006
• Participated in Community Events: - Vim Vig and Vigor Community Fair - Willard – Convoy of Hope
- Nixa Convoy of Hope
- Springfield Chamber of Commerce Expo - KGBX – Woman’s Fair
- Springfield Multi Cultural Diversity Fair - Ozark Chamber of Commerce Expo - Republic Chamber of Commerce Expo - Nixa Chamber of Commerce Expo - Rogersville Convoy of Hope
• Professional Conferences
- Missouri Career and Technical Education Conference -Missouri School Counselors Association Conference
-Building Bridges Conference – Missouri Center for Career Education
- Missouri Future Farmers of America
- Missouri Community College Association Conference - University Missouri – Transfer Fair
• College Representative Visits
• Employers College Fairs
• Regional Career Centers Technical Education Fair B. Develop College Days for:
• Branson Education Center
• Lebanon / Waynesville Education Center
• Main Campus
• Richwood Valley Campus
C. Career Round Up that focused – 18 Rural High Schools, 225 students - Rural students accessing higher education
- Career and Technical Careers
- Promoting future employment education requirements
D. Work with third party resources that refer students to our institution - Missouri Career Center
- Missouri Department of Correction and Probation and Parole. - Missouri – Vocational Rehab
- Missouri Department of Youth Services - Lakes Vocational Assessment Center
E. High School Visits- 100 High School College Representative visits. F. Ambassador Program – Create an in-depth program that utilizes our
personal attention by sending post cards thanking them for the visit Attend.
2. Provide indications of the service area’s activity in relation to these functions over the past five years. (e.g., user trends, service area output, clients served, material collected or disbursed, etc.)
Type of Activity FY - 02 FY -03 FY- 04 FY- 05 FY-06
College Fairs 24+ 24+ 24+ 24+ 21
High School Visits 100+ 100 + 100+ 100 + 100+
College Day 0 0 2 3 5 Waynesville / Lebanon 1 1 Branson 1 2 Richwood Valley 1 Main Campus 1 Community Events 3 3 3 5 10 Career Round Up 1 1
Section III.
Accreditation, User Evaluation, and Facilities
1. Indicate recommendations of the most recent accreditation evaluation of the service area and actions taken or planned. – Consultants, please review. Report of Site Visit to Ozarks Technical Community College, September 6-8, 2006 from Joseph W. Cliburn, Ph.D. and Lynn Tincher-Ladner.
2. Have service area materials, equipment and working environment received favorable evaluations?
It is essential for the growth of this institution to track students from
prospective status to active student status by utilizing the Datatel’s PRSP and Communication Management module.
3. How has overall delivery of services from this area been evaluated by users?
4. From the evaluation(s) described in question # 5, summarize how successful the area has been in carrying out it’s purpose(s) and serving its clientele.
5. Are the facilities, workspace, and equipment adequate to support service area goals and objectives? Please explain.
• It is vital that the Student Service Administration and the Information Technology Department request funds which allows for the utilization of the PRSP and Communication Module in Datatel.
• Currently, one part-time recruiter located on the first floor of Student Services and second part-time recruiter located in the Academic
Affairs suite. Assistant Dean Enrollment Management office serves as:
1. storage area
2. work area for part-time
3. work study and an office for Assistant Dean Enrollment Management.
• A color printer for the Recruiting Area is a priority to generate letters to prospective students from a variety of departments requiring prospective student to act on request.
Section IV.
Staffing
1. What additional equipment or facility needs exist to enhance support for services?
According to the OTC Organizational chart effective July 1, 2007.
Currently the Enrollment Management Office Staff includes the following members:
Assistant Dean of Enrollment Management Pete Sullivan 70% Coordinator of Enrollment Management / 30% SGA Advisor Lacey Evans
Reassigned to Financial Aid and Registrars:
Admissions Clerk/Technician Sheila Sperry
Admissions Clerk/Technicians Jim Staley
The Enrollment Management department does not have a secretary. This hinders the efficiency, communication, and customer service of the department. Currently data entry and prospect mailing is processed by one part-time worker and a part-time work study position.
2. Does staff possess the skills required to support the service area? If no, please explain.
The Enrollment Management Staff is currently understaffed and over-extended into the Student Government Association duties. During the past years the Enrollment Management team is focused on being engaged with our community.
3. In what professional organizations does staff in this service area participate?
Organization Number Participating
Missouri Community College Association 2 Missouri Association of Admissions Counselors 1
Section V.
Service Area Evaluation Summary
1. List and comment on the major strengths of the service area. Enrollment Management Office
Promote institutional awareness through participating in the following activities:
• College Fairs – 22 approve events during the Fall 2006
• High School Visits
• Participated in Community Events:
• College Representative Visits
• Employers College Fairs
• Regional Career Centers Technical Education Fair
• Work with third party resources that refer students to our institution.
• Manage Ambassador program
• When requested assist the Registrar , Advising and Financial Aid Departments
2. List the major areas or needs for improvement in the service area.
9 Tracking prospective students and the development of a communication funnel to better track these students.
9 Have a full-time secretary that manages the flow of external communication to students, schedules student tours and manages Student Ambassadors.
9 Change the name Enrollment Management Office to a title that best reflect the responsibilities of the Recruiting and Retention Office.
9 Allow the Recruitment and Retention Office to have the authority to work within the institution to improve low enrollment programs.
9 Develop a plan that focuses on minority recruitment both within our region but also statewide.
9 Improve communications from the Academic Advising Office prerequisite for accessing our institution prior to the start of the 2nd semester. So during our College Representative visits this information is shared with prospective students.
3. List recommendations for improving the service area and strategies or goals designed to meet these challenges.
Goals
1. Community Out-Reach - Create strategies that address both institutional and community needs by developing better prepared future students by providing out-reach community presentations and school district assistance programs.
2. Provide - Provide a stronger presence to our In-district and Service Area schools and developing connections into our institution from prospective students, parents and school districts teachers, counselors and administrators. This promotes the economic benefits of our region by accessing higher education .opportunities.
3. Stronger utilization of technology - Provide a data rich institutional recruitment and retention plan that is pro-active and addresses issues relating to our students success rates.
4. Provide and promote internal strategies - Develop an internal retention strategy that concentrates on meeting the needs of students that can be classified as At-Risk for meeting their educational objectives.
5. Partnership with Employment Services
Category: Stronger utilization of technology – Datatel – Prospect/Communication Modules
Merging the Communications Management Module with the Prospect Module will allow for qualitative and quantitative analysis of the recruitment office. Advancing our
institutions recruitment communication funnel is vital for maintaining and expansion of our institution. Datatel’s - Prospect Module will allow our institution to strategically manage the prospect pool. The Communication Module will allow for greater data driven organizational efforts for assisting our prospective students.
.
STRATEGIES:
1. Evaluate the prospect pool to strategically recruit future students into our institution.
2. Integrate a stronger communication funnel to prospective students by utilizing the PROSPECT module of the Datatel system.
3. Promote stronger data driven applicable correspondence requesting prospect to act on a variety of state of the enrollment process.
4. Analyzing enrollment trends from various points of contact from internal or external means.
RESPONSIBILITIES (assigned): Enrollment Management Office, IT Department,
Dean Admissions and Records
CATEGORY: Retention and Community Out-Reach
Creating strategies that address both institutional and community needs by developing better prepared future students. Analyzing both internal and external data sources that provides regional and national trends that our institutional resources can influence.
STRATEGIES:
1. Develop a collaborative institution retention plan that concentrates on student’s successful college experience at our institution.
2. Evaluate our institutions data on students enrolled in development math, English and reading programs and their persistency rate. Evaluating trends from area service area schools data. When a tendency is identified a strategy and partnership is established that offers assistance with that school.
3. Create a Retention program that identifies At-Risk students by identifying the following students
a. Academically Unprepared b. Low Income
c. Persons of Color
d. First Generation Students e. Non-Traditional Students f. Learning Disabilities
g. Stopouts/dropouts
Assign staff members that understand the needs of this student population to engage with these students on an assigned basis.
4. Create multimedia programs that adopt an instructional program for prospective students, parents and community detailing the need to change perceived attitudes.
a. First Generation Issues
b. Career Resources and the Job Market – Accesses Resources c. Competing in a Global Job Marketing
d. Persistency – why students stop e. Preparing for college strategies –
5. Produce CD-ROMs that provide relevant transition information to prospective students. This would detail the following Student Services to prospective students. Marketing pieces
Report of Site Visit to Ozarks Technical Community College
September 6-8, 2006
Joseph W. Cliburn, Ph.D. Lynn Tincher-Ladner Recruitment and Computer Center Integration
As OTC expands its physical facilities and grows its distance learning program, a more efficient recruiting and enrollment management function will be critical to the continued success of the institution. By leveraging technology resources, OTC’s recruiters could “work smarter” and more efficiently.
At present, OTC’s recruitment database is an in-house Microsoft Excel spreadsheet. To measure institutional effectiveness prospective students should be tracked from recruitment to counseling, to admissions, to financial aid, and student services. Further, to effectively serve student needs, prospect data should be accessible to all other offices of the institution. Currently, the recruitment tool in the Datatel product is not used for prospect data-entry and OTC’s recruitment database is currently maintained in a Microsoft Excel Spreadsheet.
Further, ACT tape data are not provided to enrollment management for targeted recruiting purposes. Entering prospects into the computer system by the recruitment office and using ACT tape data for recruitment are two processes that should be seriously explored by the OTC enrollment management office.
Recommendation: The contents of the current recruitment database should be migrated either electronically or manually to the Datatel database.
All prospect data should be entered into the Datatel database. Minimal data entry should include name, address, high school (if applicable), and other interest attributes such as financial aid, degree program of interest, and interest in student organizations. All letter generation processes for prospective students can be extracted from the Datatel database. By leveraging the considerable power of OTC’s administrative computing system and by employing this power as early as possible in the recruiting process, the
college can develop a more effective and comprehensive communications plan to enhance recruitment, admissions, and retention efforts.
Recommendation: The recruitment staff should be trained to fully implement the Datatel product for data entry and communication purposes.
The Office of Enrollment Management should coordinate with the Admissions Office, the technology trainer and the computer center staff to develop a specific data-entry standards manual for prospect data data-entry. The computer center should be involved in development of data-entry standards. This involvement greatly increases the programmer’s ability to write programs for reporting purposes. Additionally, reports based on ACT tape data and FAFSA submissions should be developed to identify cohorts for focused recruitment efforts.
