UMKC. Strategic Enrollment Management Plan

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UMKC

Strategic Enrollment

Management Plan

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UMKC Enrollment Management Plan 2012-2015 1

TABLE OF CONTENTS Introduction ... 2

UMKC’s Vision and Mission ... 2

Strategic Planning Process ... 2

Enrollment Management at UMKC ... 3

Accomplishments—Research and Data ... 4

Accomplishments—New Programs ... 6 Accomplishments—New Technology ... 7 Accomplishments—New Facilities ... 7 Planning Assumptions ... 9 Environmental Scan ... 12 Market Position ... 12

Non-Matriculant Student Research ... 14

High School Graduation Projections ... 16

UMKC Enrollment Trends ... 19

Fall 2012 Student Profile ... 20

Fall 2012 Student Profile—Quality of the Freshman Class ... 24

FTC Retention Trends ... 25

FTC Retention Trends by Ethnicity ... 25

FTC Graduation Rates ... 26

FTC Graduation Rates by Ethnicity ... 26

UMKC Peer Comparison – First Time College Students ... 27

Enrollment Goals ... 28

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UMKC Enrollment Management Plan 2012-2015 2 INTRODUCTION

The University of Missouri—Kansas City (UMKC) is focused on improving students’ success, retention, and ultimately graduation. Our goal is to grow enrollment to 20,000 students and reach an 85% retention rate and 55% graduation rate by 2020.

UMKC supports Governor Jay Nixon’s priority for higher education, which is to increase the number of Missourians who have attained a degree. However, given the continual decline of State funding support over the past several years, it is critical to grow and manage our

enrollment through effective recruitment and retention strategies. In addition, a robust, effective marketing campaign is a key component of all enrolment management efforts.

UMKC’S VISION AND MISSION

Our Vision: to be a model urban research university characterized by signature graduate and professional programs; a dynamic undergraduate population; a highly diverse faculty, staff, and student body; and active engagement with the city and region.

Our Mission: to lead in the life and health sciences; to deepen and expand strength in the visual and performing arts; to develop a professional workforce and collaborate in urban issues and education; and to create a vibrant learning and campus life experience.

STRATEGIC PLANNING PROCESS

UMKC recently completed its Strategic Plan process, during which the university community developed six overall goals that support our vision and mission:

 Goal 1: Place Student Success at the Center. To provide the optimal learning environment for all students: outstanding academic programs and experiences, seamless student support, and a vibrant campus community.

 Goal 2: Lead in life and health sciences. To attain national recognition for excellence in research, expand opportunities for clinical practitioner training and provide outstanding health care delivery.

 Goal 3: Advance urban engagement. To become a model urban university by fully engaging with the Kansas City community to enhance education, public health, the arts and economic development.

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UMKC Enrollment Management Plan 2012-2015 3  Goal 4: Excel in the visual and performing arts. To create excellent programs in visual

and performing arts that are central to campus life and support Kansas City’s initiatives in entrepreneurship, urban education and innovation.

 Goal 5: Embrace diversity. To celebrate diversity in all aspects of university life, creating inclusive environments, culturally competent citizens, and globally-oriented curricula and programs.

 Goal 6: Promote research and economic development. To produce world-class scholarship and creative activity, encourage entrepreneurship, foster innovation, increase technology transfer, and build relationships that create economic and workforce development.

This enrollment management plan presents strategies designed to not only reach our

enrollment, retention, and graduation goals, but also to help the University achieve the goals of its Strategic Plan, particularly Goals 1, 3, and 5.

ENROLLMENT MANAGEMENT AT UMKC

UMKC initiated its first strategic enrollment management plan in 2000, with an update issued in 2006. In the intervening years, UMKC has undergone changes in leadership and undertaken a strategic planning process that has now allowed us to move forward. Our plans take as inspiration Don Hossler’s definition of enrollment management as “an integrated systems approach that focuses on student enrollments from the time of their initial inquiry through graduation and post-graduation. An effective enrollment management system alters and improves the institution’s frame of reference about itself and its prospective students, community members and business partners.”

In addition, UMKC found the following definition by Michael Dolence helpful in incorporating the uniqueness of each Academic Unit in the overall planning process: “strategic enrollment management is a comprehensive process designed to achieve and maintain optimum

recruitment, retention, and degree attainment of students where ‘optimum’ is defined within the academic context of the institution. As such, SEM is an institution-wide process that embraces virtually every aspect of an institution’s function and culture.”

UMKC’s Strategic Enrollment Management Team (SEMT) was originally formed in 2002 to implement the University’s Enrollment Management Plan. The team has since been an

important forum for collaboration and supporting university-wide recruitment, marketing, and retention efforts. In 2007, UMKC formed a university-wide Undergraduate Retention

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Enrollment Management. This committee developed several recommendations for the University in terms of new research, new programs, and new technology to implement that would directly impact undergraduate student success and retention. The SEMT has recently been restructured to further focus the University’s retention and student success efforts. UMKC’s Responsibility Centered Budget Model, implemented in FY2009, is another

development that has significant impact on enrollment management. The model is designed the give Academic Units more control over their finances. By ensuring the Units keep a substantial portion of the revenue they generate, the model encourages them to generate more enrollments and increase retention.

Most recently, the University of Missouri System joined 23 other university systems nation-wide to participate in the Access 2 Success (A2S) Initiative to increase access and graduation rates for low income students and underrepresented minority students. As part of this initiative, universities are committed to halving the gap in access and success between these targeted student populations and the undergraduate student population as a whole. The chancellor at UMKC is accountable to the UM System President for our progress.

In preparation for the 2012-2015 plan, it’s worthwhile to review the University’s

accomplishments thus far in building the infrastructure to support our vision, mission, and goals, particularly in terms of collaboration and retention efforts.

ACCOMPLISHMENTS—RESEARCH AND DATA

 Institutional Research and Planning (IRAP). The IRAP Office collaborates closely with various offices across the university to provide the data and reports that assist in

enrollment management planning. This important partnership has led to more effective use of data in developing strategies and assessments. One the ways the IRAP is

providing accessible data to the campus is through the UMKC Dashboard—a set of charts and graphs that provide customizable student data for the user.

 Exit Surveys. A recommendation from the Undergraduate Retention Committee, the Exit Survey requirement was implemented Fall 2007 for students who withdrew from all classes during the term. The results indicate the top reasons students were stopping out, which have remained consistent since implementation of the survey:

 Conflict between work and school

 Home responsibilities were too great

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 Not enough money for school

 Personal problems

 Student Satisfaction Inventory (SSI). A recommendation from the Undergraduate Retention Committee, the SSI was initially administered Spring 2008. The survey calculates the performance gap between how students rank their satisfaction with and the importance of certain areas. Items with a wide performance gap help focus our attention to areas students indicated were of high importance but were not satisfied with at UMKC. These issues help frame our approach to improving student support:

 Getting the “run-around” when seeking information

 Knowledge of where to go for personal, social, or academic assistance

 Knowledgeable and responsive academic advisors

 Adequate services to help students decide on a career

 Adequate academic support services

 Adequate and accessible computer labs

 Readily available tutoring services

In the 2011 administration of the SSI, we found significant decreases in our performance gaps, which indicate the university is moving in the right direction. The biggest change was the increase in student satisfaction in the university student center—clearly a result of the new Student Union, which opened in Fall 2010 and is described in more detail below. The biggest gap in student satisfaction is campus parking, which we are able to address with the replacement of an old parking structure in Fall 2012.

 Access 2 Success (A2S) Data. As part of the national A2S initiative, UMKC’s Delivery Team reviewed student data providing several leading indicators of student success. Students are more likely to be successful and persist if they:

 Enroll in and successfully complete at least 12 hours per semester and 24 hours per year

 Successfully complete at least 80% of their hours

 Enroll in and successfully complete a college-level math and a college-level English course during their first year

According to the data, students who complete these indicators are retained at higher rates than those who do not. However, A2S populations (Underrepresented Minority students and Low-Income students) are often less likely to complete the indicators. These trends are similar for both first-time college students as well as for transfer students. The A2S Delivery Team is charged with making recommendations to increase the number of students successfully completing the leading indicators and thereby halving the gaps in access and success rates.

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UMKC Enrollment Management Plan 2012-2015 6 ACCOMPLISHMENTS—NEW PROGRAMS

 UFirst Early Alert System. A recommendation from the Undergraduate Retention Committee and included in the Strategic Plan, the UFirst Early Alert System was piloted Fall 2009. The intended outcomes of the system are to:

 Increase students’ self-awareness of challenges to their academic success

 Increase their awareness of support services available

 Increase the success and retention of these students

 Math and Science Tutoring. A recommendation from the Undergraduate Retention Committee, Academic Support and Mentoring (formerly called the Center for Academic Development) expanded its Math Resource Center to include tutoring for freshman biology and chemistry courses. MaST was piloted Spring 2008 and employs 20 student tutors. It has since expanded to include tutors for English and Political Science.

 Metro Rate Expansion. Starting Fall 2010, UMKC was approved to expand the Metro Rate (equivalent to in-state tuition) to undergraduate and graduate students residing in eleven total counties in Kansas: Atchison, Douglas, Franklin, Jackson, Jefferson,

Johnson, Leavenworth, Miami, Osage, Shawnee, and Wyandotte.

 UMKC Advantage Grant. As part of the Access 2 Success Initiative, UMKC implemented a new need-based grant program designed to cover the gap between a student’s gift aid and cost of tuition. Eligible students must be Pell-eligible, MO residents, and maintain full-time enrollment with a 2.5 GPA. The first year of implementation (2011-2012), UMKC assisted 198 students with a grant, disbursing a total of $199,480. The program is funded through reinvestment of the Fall 2011 tuition increase into need-based aid.

 Math Course Redesign. Piloted Spring 2012, the newly designed Emporium Model for Math 110 provides a more hands-on learning experience where students take control of their own mastery of the subject. Classes meet every day either in the classroom or in the new Learning Resource Lab in the Miller Nichols Library. Overall goal is to reduce DFW and attrition rates in this key course, as well as the number of times it’s repeated.

 UMKC Central. Opened in Fall 2012 as key component of the new Atterbury Student Success Center, UMKC Central provides a one-stop location for students to handle business related to domestic and international Admissions, Financial Aid, Records and Registration, and Cashiers. UMKC Central utilizes existing staff members who are cross-trained in the various functions. Focused on customer service, the overall goal is to reduce student “run-around.”

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UMKC Enrollment Management Plan 2012-2015 7 ACCOMPLISHMENTS—NEW TECHNOLOGY

 Degree Audit Reports. This system was piloted Spring 2009 and gives students and their advisors the ability to monitor students’ progress towards a degree as well as run different scenarios for other degree programs. The goal of the system is to give

students more tools for their degree progress and academic planning, which would free up their advising time to focus on developmental and career exploration.

 Major Maps. Also piloted Spring 2009, Major Maps provide current and prospective students with a four-year completion guide for each undergraduate major at UMKC. The Major Maps are accessible on-line along with degree information sheets, which provide students with a comprehensive overview of admission requirements,

prerequisite courses, fast facts, student organizations, faculty information, and career opportunities related to that degree program. We are ready to begin Phase II of

implementation to integrate the new General Education requirements and make further enhancements.

 Ad Astra Upgrade. Ad Astra is our classroom scheduling software. A review of the classroom inventory related to course scheduling has led to this upgrade, which will make planning for future growth more efficient and allow more effective use of our available classroom space.

ACCOMPLISHMENTS—NEW FACILITIES

 Oak Place Apartments. Opened Fall 2008, Oak Place Apartments offers independent living to 515 residents in 1-, 2-, and 4-bedroom fully-furnished units. Each bedroom has its own bathroom and the units share a common living area and full kitchen. UMKC has recently purchased the Apartments in order to ensure the best housing experience for our residents through quality student programming, superior customer services, and quick response to facilities-related issues.

 Herman and Dorothy Johnson Residence Hall. Opened Fall 2009, it is the first LEED Certified building on the UMKC campus. True to the legacy of its namesakes, this hall provides 329 residents with a service-oriented living community on campus.

 Durwood Soccer Stadium and Recreation Field. Opened Fall 2009, the complex features a fully lighted 850-seat stadium, synthetic turf recreational field, four-lane track, and locker rooms and offices for the Division I men’s and women’s soccer teams, track and field teams, and women’s softball. The facility adds to the residential feeling

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of the university, providing students with an enhanced intramurals program and other recreational activities.

 Student Union. Opened Fall 2010, the new Student Union was designed and built for students, who voted for a fee referendum to support its construction and operation. The Union features student organization spaces, student government chambers, rooftop terrace, movie theater, retail food court, university bookstore, and office space for Multicultural Student Affairs and the Office of Student Involvement. The facility was recently certified LEED-Gold, making it the only building in the University of Missouri System to achieve this status.

 Miller Nichols Library Renovations and Expansion. The library has undergone extensive renovations—including new commons areas, study spaces, reference area, computer lab, new café, Learning Resource Lab, and presentation theater. To accommodate these renovations, the library expanded its holding capacity by building an extension for an automated retrieval system robot, which opened Fall 2010. Phase two of the expansion includes large classrooms and study spaces, due to be completed Fall 2013.

 Cherry Street Parking Structure. The new structure opened Fall 2012 and doubles the number of parking spaces of the old structure, which was well past its lifespan. The new structure also houses the UMKC Police Department Headquarters, bringing them nearer to the residential core of campus.

 Atterbury Student Success Center. Opened Fall 2012, the mission of the Atterbury Student Success Center is to provide high-quality, integrated, and responsive services that promote students’ academic and personal success in support of our retention and graduation goals. The Center will provide for a more collaborative and effective delivery of academic advising, tutoring, career counseling, and other services to meet the diverse needs of our students now and in the future.

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UMKC Enrollment Management Plan 2012-2015 9 PLANNING ASSUMPTIONS

In developing the strategies for this plan, we must take into consideration various planning assumptions that impact our campus community. These assumptions include:

Continual decline of state financial support. State support has continued to decline (currently, state revenue accounts for 23.2% of the UMKC budget) causing an increased reliance on tuition and fees.

Change in Student Demographics. According to statistical modeling completed by Dr. Steven Murdock, former director of the U.S. Census Bureau, population demographics for the Kansas City Metropolitan Area will change from 2000 to 2040 (assuming same migration rates as in 1990-2000):

 Total white population will have increased by 4.1%

 Total black population will have increased by 60.3%

 Total Hispanic population will have increased by 839.2%

 By 2030, Missouri and Kansas will be 50/50 states: 50% will be people of color. We are already seeing these demographics reflected in our enrollment. For Fall 2012, Underrepresented Minority (URM) students (defined as American Indian, Asian, African American, Hispanic, and Multiple Race) made up 27.6% of our on-campus student population (of students whose ethnicity is known). However, for Fall 2012, URM students represented 43.8% of our first-time college students.

Increase in Pell-eligible students. There has been a significant increase in students eligible to receive Pell Grants. From AY2007 to AY2012, the number of UMKC students receiving Pell Grants has increased 67.9%; the amount of grant funds received has increased 139.9%.

 2008: 2,358 students received $6,337,611 in Pell Grants

 Currently, for AY12-13, $14,527,708 in Pell Grants has been accepted by 3,743 students ($14,058,809 disbursed)

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Responsibility Centered Budget Model. The University Budget Committee was formed in 2006 and initially charged by then Chancellor Bailey with designing a form of Responsibility Center Budgeting for UMKC that minimally: gives academic units significantly more control over their finances; encourages them to generate new revenue for themselves and for the institution; and ensures that they keep a significant portion of the revenue that they generate. Phase-in of the budget model subsequently recommended by the Committee began in FY 2009. The

Committee, chaired by Provost Hackett, is currently charged by Chancellor Morton with continuing to make recommendations as the budget model is fully implemented, and with advising the Chancellor on resource allocation matters generally and on specific budget-related issues that arise from time to time. This budget model has brought greater attention and focus on the issues of enrollment management across the university.

Focus on Retention and Student Success. It is seen as our moral duty as well as the fulfillment of the promise we make to students attending UMKC to assist them in reaching their

educational goals. A greater emphasis has been placed on retaining the students who choose UMKC and examining institutional barriers to their ability to persist and graduate. Aggressive but attainable goals have been set to move UMKC forward in this area.

Kansas institutions offering a metro rate to students in Missouri. We pioneered this concept in 2002 and since that time, many institutions have copied this strategy. Additionally, many universities located some distance from Kansas City have opened campuses here (Pittsburg State University, Emporia State University, Northwest Missouri State University, to name a few). These conditions make the KC metro area a more saturated market offering students many more options and increasing the challenges for UMKC.

Enhanced Marketing. Since January 2012, UMKC’s Division of Marketing and Communications has new leadership and a focused marketing strategy. This will pay dividends for the university as this has been lacking for many years.

Housing on the Volker Campus. The housing stock on the Volker Campus has increased dramatically in the last eight years, from one 40-year old facility that housed 330 students to 3 new facilities that house over 1,400 students. We are fortunate to have reached capacity in these facilities over the past couple of years and our task will be to continue to generate the demand for housing. However, if our undergraduate enrollment is to reach the levels projected and required to secure our fiscal foundation at UMKC, additional undergraduate housing on the Volker Campus will be needed. There are no plans for this housing at this time and the land-locked nature of our campus makes this unlikely in the foreseeable future.

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Housing on the Hospital Hill Campus. UMKC is currently exploring a housing project on the Hospital Hill Campus. This apartment complex may provide some students currently living on the Volker Campus the opportunity to be closer to their programs of study which may, in turn, provide additional opportunities for new students to live on the Volker Campus.

Growth in Online course and degree offerings. UMKC has been expanding the number of courses and degrees available in an online format. The University of Missouri System has also invested in online education and between the two collaborative efforts, UMKC’s enrollment will grow without the need for a corresponding growth in bricks and mortar. However, support services must stay nimble and flexible to be able to provide excellent service to our students in a virtual environment.

Procurement of a Customer Relationship Management (CRM) System. There is a need for a CRM to support university-wide recruitment efforts and put us in a better position to reach the enrollment goals set forth by the Chancellor as well as our Deans. A CRM can allow for more efficient and effective communication with prospective students and lead to greater yield of admitted students.

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UMKC Enrollment Management Plan 2012-2015 12 ENVIRONMENTAL SCAN

This section contains a review of UMKC’s market position in the State of Missouri and in the counties that comprise the Kansas City Metropolitan area (KS: Atchison, Douglas, Franklin, Jackson, Jefferson, Johnson, Leavenworth, Miami, Osage, Shawnee, Wyandotte; MO: Cass, Clay, Jackson, Platte), research on students who did not enroll, and a review of the graduation projections for high schools in Missouri and Kansas. Finally, this section includes UMKC enrollment trends, Fall 2012 student profile, retention trends, and graduation rates.

MARKET POSITION

Of the total 2012 high school cohort of ACT test-takers in Missouri, UMKC ranked as the 5th institution of choice with 2,792 students sending their scores. Of these, UMKC yielded 397 students. Of the other institutions receiving students’ scores, UMKC yielded the number of students indicated by the red columns in the charts below.

MU MO State UCM SE MO State UMKC NW MO

State

Truman MO S&T SLU Lindenwood

9403 7142 3529 3095 2792 ₂₅₆₉ 2384 1741 ₁₆₅₀ 1649 183 ₇₆ ₅₃ ₃₀ 397 ₅₀ ₄₀ ₂₄ ₃₃ ₅

Top 10 Institutions Sent ACT Scores by MO Test-Takers and Yield, 2012

(49,222 test takers, average score: 21.6)

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UMKC Enrollment Management Plan 2012-2015 13 1814 1378 ₁₃₄₇ 1157 1046 613 527 424 420 ₃₈₁ 88 ₃₄ 185 ₃₃ ₃₄ ₄₂ ₁₃ ₆ ₂₄ ₁₅

Top 10 Institutions Sent ACT Scores by Test-Takers in the Kansas City, MO Metropolitan Counties and Yield, 2012 (9,330 test-takers, average score: 21.5)

4254 3360 2227 1847 1555 1302 ₁₂₆₀ 1159 ₁₀₆₃ ₁₀₄₄ 79 47 96 246 34 6 34 34 4 8

Top 10 Institutions Sent ACT Scores by Test-Takers in the Kansas City MO and KS Metropolitan Counties and Yield, 2012 (19,677 test takers, average score: 22.1)

Source: 2012 ACT, Inc. EIS

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UMKC Enrollment Management Plan 2012-2015 14 NON-MATRICULANT STUDENT RESEARCH

UMKC engaged Maguire & Associates to survey our admitted freshmen about their college decision—why they chose UMKC or why they chose to attend elsewhere.

 Why Students Decided to Attend UMKC:

o Strong program in field of study

o Distance from home

o Awarded good financial aid package

o Value of education (quality and cost)

o Level of academic challenge

 Why Students Decided to Enroll Elsewhere:

o “Financial aid was better”

o “It was the school I believed to be the best value”

o “Chose it for its program of study”

UMKC reviewed the National Student Clearinghouse to determine where students who had been admitted to UMKC chose to enroll instead.

 1,289 First-Time College students were admitted for Fall 2012 but did not enroll at UMKC. Of the 910 students who could be matched with the National Student

Clearinghouse data (students who were not matched were not enrolled at any school):

o 80% chose to enroll at another 4-year institution. The top five 4-year institutions are: MU (110 students), KU (50), MO State (46), UCM (41), and Kansas State (33).

o 20% chose to enroll at another 2-year institution. The top five 2-year institutions are: Metropolitan Community College (73 students), St. Louis CC (28), KCKCC (24), JCCC (20), and Moberly Area CC (7).

 705 Transfer students were admitted for Fall 2012 but did not enroll at UMKC. Of the 386 students who could be matched:

o 58% chose to enroll at another 4-year institution. The top five 4-year institutions are: MO State (17 students), MU (16), UCM (16), KU (13), and Park (9).

o 42% chose to enroll at another 2-year institution. The top five 2-year institutions are: Metropolitan Community College (78 students), JCCC (50), KCKCC (7), Ozarks CC (4), and St. Charles CC (3).

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Additionally, UMKC reviewed the National Student Clearinghouse to determine where students who left UMKC decided to attend.

 371 First-Time College students attended Fall 2011 but did not return to UMKC for Fall 2012. Of the 178 students who could be matched with the National Student

Clearinghouse data (students who were not matched were not enrolled at any school):

o 54% chose to enroll at another 4-year institution. The top 4-year institutions are: Missouri State (10 students), MU (9), Northwest MO State (6), UMSL (6), Kansas State (5), KU (5).

o 46% chose to enroll at another 2-year institution. The top 2-year institutions are: Metropolitan Community College (43 students), St. Louis Community College (13), JCCC (8), KCKCC (3), and Ozarks CC (3).

 450 Transfer students attended Fall 2011 but did not return to UMKC for Fall 2012. Of the 152 students who could be matched:

o 56% chose to enroll at another 4-year institution. The top 4-year institutions are: MU (6 students), UCM (5), Park University (5), and, at a tie with 3 students each: KU, MidAmerica Nazarene, Rockhurst, and Graceland.

o 44% chose to enroll at another 2-year institution. The top 2-year institutions are: Metropolitan Community College (34), JCCC (17), KCKCC (6), and Ozarks CC (2).

UMKC contacted freshmen who were enrolled for Fall 2011 and who were eligible to return but did not enroll for Fall 2012. Of the who were enrolled FS11 but did not return for FS12, 53% were either academically or financially ineligible to return. Of the 47% who were contacted, some common reasons given for not returning were:

 Homesick and wanted to be closer to home

 Financial reasons and transferred to a community college or to move back home

 Transferred to experience big college campus life

 Changed schools because of major

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UMKC Enrollment Management Plan 2012-2015 16 HIGH SCHOOL GRADUATION PROJECTIONS

A review of the Missouri Department of Elementary and Secondary Education’s High School Graduate Analysis shows that the percentage of high school graduates who intend to enroll in a 2-year school has increased while the percentage of graduates intending to enroll in a 4-year school has decreased.

 2009 MO graduates = 61,860

o 38.8% intend to enroll at a 4-year school

 2012 MO graduates = 62,965 (1.8% increase)

Studies show that the number of high school graduates in the Midwest is projected to decrease 6.8% between 2007-2015. For Missouri the projection is -4.4% and Kansas remains steady at +0.3%. However, the diversity of high school graduates is increasing. The charts below show the projections of Missouri and Kansas high school graduates overall and by ethnicity.

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UMKC Enrollment Management Plan 2012-2015 17 50,000 52,000 54,000 56,000 58,000 60,000 62,000 64,000 66,000 68,000 2011 (67,906) 2012 (66,401) 2013 (64,456) 2014 (64,344) 2015 (66,071) 2016 (65,674) 2017 (66,091) 2018 (65,621) 2019 (64,791) 2020 (65,156) 2021 (66,261) 61,471 _60,432 58,259 58,286 60,215 59,918 60,703 60,317 59,736 60,297 60,977 6,435 5,970 6,198 6,059 5,857 5,756 5,388 5,304 5,055 4,859 5,283

MO High School Graduation Projections

MO Private MO Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008-2009 (actual) 2014-2015 2019-2020 79% 78% _77% 3% 4% _5% 16% 15% _14%3%

MO Public HS Graduates by Ethnicity

American Indian / Alaska Native

Asian/Pacific Islander

Black, Non-Hispanic

Hispanic White Source: 2012 data from the Western Interstate Commission for Higher Education

Source: 2012 data from the Western Interstate Commission for Higher Education

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UMKC Enrollment Management Plan 2012-2015 18 27,000 28,000 29,000 30,000 31,000 32,000 33,000 34,000 35,000 36,000 2011 (32,560) 2012 (32,289) 2013 (31,963) 2014 (31,935) 2015 (33,113) 2016 (33,525) 2017 (34,095) 2018 (34,378) 2019 (34,293) 2020 (35,003) 2021 (35,104) 30,428 30,231 29,897 29,850 30,954 31,394 32,013 32,314 32,235 33,000 33,032 2,132 2,058 2,066 2,085 2,159 2,131 2,082 2,065 2,058 2,002 2,072

KS High School Graduation Projections

KS Private KS Public 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008-2009 (actual) 2014-2015 2019-2020 79% _76% 73% 9% 13% _15% 8% 7% _7% 3% 4%

KS Public HS Graduates by Ethnicity

American Indian / Alaska Native Asian/Pacific Islander Black, Non-Hispanic Hispanic White

Source: 2012 data from the Western Interstate Commission for Higher Education

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UMKC Enrollment Management Plan 2012-2015 19 UMKC ENROLLMENT TRENDS

UMKC experienced an overall 8.9% increase in total headcount enrollment over the past five years. Excluding dual enrolled high school students, our 5-year overall enrollment increase is 12.4%, our Undergraduate enrollment increased 21%, Graduate (non-professional) enrollment has decreased 3.6%, and Professional enrollment has increased 11.3%.

FTC

Yield Rates Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012

Inquired 16,875 students 14,479 students 15,937 students 17,685 students 19,449 students Applied 3,612 25.3% 3,705 29.8% 4,458 28.0% 4,788 27.1% 4,992 25.7% Accepted 2,512 69.6% 2,625 70.9% 3,045 68.3% 3,449 72.0% 3,492 70.0%

Enrolled 1,007 40.1% 1,007 38.4% 1,146 37.6% 1,161 33.7% 1,125 32.2%

Transfer

Yield Rates Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012

Inquired 3,239 students 3,272 students 4,065 students 4,003 students 5,343 students Applied 2,821 87.1% 2,816 86.1% 3,201 76.3% 2,673 66.8% 3,102 58.1% Accepted 1,778 63.0% 1,899 67.4% 2,190 70.6% 2,450 61.2% 2,624 84.6% Enrolled 1,242 69.9% 1,450 76.4% 1,557 71.1% 1,462 59.7% 1,471 56.1% 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Fall 2007 (14,462) Fall 2008 (14,499) Fall 2009 (14,818) Fall 2010 (15,277) Fall 2011 (15,492) Fall 2012 (16,019) 7,244 7,671 8,032 8,467 8,740 8,765 3,806 3,656 3,797 3,776 3,697 3,670 1,548 1,569 1,623 1,638 1,661 1,723 1,864 1,603 1,366 1,396 1,394 1,861

Dual Credit High School Doctoral-Professional Graduate (non-prof) Undergraduate

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UMKC Enrollment Management Plan 2012-2015 20 Dual Credit High School 12% Under- graduate 55% Graduate 23% Doctoral-Prof 11% FALL 2012 STUDENT PROFILE

Enrollment by Academic Unit

Enrollment by Level

For Fall 2012, 12% of UMKC students are enrolled at the dual credit high school level, 55% are at the

on-campus undergraduate level, 23% are enrolled at the graduate level, and 11% at the doctoral-professional level.

Excluding dual credit high school students, 62% are undergraduate, 26% are graduate, and 12% are doctoral-professional. 0 2000 4000 6000 8000 University College School of Pharmacy School of Nursing School of Medicine School of Law School of Graduate Studies School of Education School of Dentistry School of Computing and Engineering Bloch School of Management School of Biological Sciences Conservatory of Music & Dance College of Arts & Sciences

220 552 1516 697 500 359 1254 555 1063 1829 604 528 4481 1861

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Ethnicity

For Fall 2012, Underrepresented Minority (URM) students (defined as American Indian, Asian, African American, Hispanic, and Multiple Race) made up 27.6% of our on-campus student population (of students whose ethnicity is known).

For Fall 2012, Underrepresented Minority (URM) students made up 43.8%of our first-time college students (of students whose ethnicity is known).

American Indian 0% Asian 7% African American 13% Hispanic/ Latino 5% Multiple Race/ Ethnicity 2% Native Hawaiian/ Pacific Islander 0% Non-Resident International 7% White 65% American Indian 0% Asian 8% African American 22% Hispanic/Latino 7% Multiple Race / Ethnicity 7% Native Hawaiian / Pacific Islander 0% Non-Resident International 4% White 52%

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UMKC Enrollment Management Plan 2012-2015 22 International 6% Kansas 19% Missouri 65% Other States 10% Geographic Origin

When we exclude Dual Credit High School students, Missouri residents represent 65% of the student population. Another 19% are from Kansas, 10% from other states, and 6% came to UMKC directly from a foreign country.

Kansas Metro Counties

In Fall 2002, UMKC instituted the Metro Rate—undergraduate students residing in certain Kansas counties were charged the same rate as Missouri residents. In Fall 2010, the Metro Rate was expanded to include undergraduate and non-professional graduate students in eleven total Kansas counties. Since 2007, enrollment of students from these counties has increased 80%.

County Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012

Atchison 0 0 0 4 6 3 Douglas 1 0 1 35 49 57 Franklin 0 0 0 7 6 5 Jackson 34 30 44 73 96 90 Jefferson 0 0 0 3 5 6 Johnson 912 931 1002 1408 1500 1537 Leavenworth 19 28 27 41 46 50 Miami 11 13 15 23 23 20 Osage 0 0 0 1 2 1 Shawnee 2 3 2 29 31 31 Wyandotte 217 253 248 303 238 350 Total 1,196 1,258 1,339 1,927 2,092 2,150

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Top High Schools

A total of 1,101 first-time, full-time, degree-seeking students were enrolled for Fall 2012. The chart below shows the top “feeder” high schools for Fall 2012.

Transfer Institutions

The majority of UMKC’s new undergraduates transfer from other institutions. There were a total of 1,471 new undergraduate transfer students for Fall 2012. Of these, 797 transferred from other Missouri institutions and 674 transferred from other states and countries. The chart below shows the top “feeder” transfer institutions.

0 5 10 15 20 25

Ruskin Lee's Summit Shawnee Mission East Sumner Academy Blue Springs South Saint Pius X Liberty Lincoln College Prep Lee's Summit West Blue Springs 13 13 14 15 15 16 17 17 21 24 0 50 100 150 200 MO State Univ Central MO MCC-Blue River KU (main campus) MU KCKCC MCC-Maple Woods MCC-Longview MCC-Penn Valley JCCC 31 35 41 42 46 51 88 136 153 190

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UMKC Enrollment Management Plan 2012-2015 24 FALL 2012 STUDENT PROFILE—QUALITY OF THE FRESHMAN CLASS

Freshmen ACT Scores

A total of 1,101 first-time, full-time, degree-seeking students entered in Fall 2012. Of these, 1,033 reported their ACT scores to UMKC. The average ACT score for UMKC is 24, which is above the Missouri average of 21.6 and the national average of 21.1.

Freshmen High School Class Rank

Of the 1,101 first-time, full-time, degree-seeking students for Fall 2012, 550 reported their high school class rank to UMKC. 22.4 26.0 _24.7 23.2 25.2 22.9 30.7 22.3 20.7 24.0 21.6 _21.1 0.0 4.0 8.0 12.0 16.0 20.0 24.0 28.0 32.0 36.0 15% 85% 54% 39% 18% 0% 20% 40% 60% 80% 100% Bottom 50% Top 50% Top 20% Top 10% Top 1%

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UMKC Enrollment Management Plan 2012-2015 25 FTC RETENTION TRENDS

FTC RETENTION TRENDS BY ETHNICITY 72.3% 67.7% 70.4% 68.3% _68.0% 69.9% 76.4% 74.0% 74.9% 73.8% 69.2% 71.2% 65.2% 68.9% 66.9% _{66.7% 66.5%} 73.2% 70.6% 71.3% 70.8% 65.4% 60.0% 65.0% 70.0% 75.0% 80.0% 2001 Cohort 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

UMKC Excluding Med & Pharm

74.9% 73.8% 69.2% 72.4% 62.1% 57.9% 90.7% _88.9% 87.8% 70.4% 64.3% 77.3% 66.7% 79.0% 70.7% 72.8% 74.8% 69.9% 50.0% 55.0% 60.0% 65.0% 70.0% 75.0% 80.0% 85.0% 90.0% 95.0% 100.0% 2009 Cohort 2010 2011 All Students African American Asian Hispanic Multiple Ethnicity White

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UMKC Enrollment Management Plan 2012-2015 26 FTC GRADUATION RATES

FTC GRADUATION RATES BY ETHNICITY

43.1% 43.8% 45.1% 46.1% 43.5% 47.5% 38.4% 39.7% 40.7% _40.4% 37.4% 42.7% 35.0% 40.0% 45.0% 50.0% 2001 Cohort 2002 2003 2004 2005 2006

UMKC Excluding Med & Pharm

46.1% 43.5% 47.5% 23.4% 30.7% 28.0% 45.5% 34.0% 53.2% 49.3% 45.9% 51.3% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 2004 2005 2006 All Students African American Hispanic White

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UMKC Enrollment Management Plan 2012-2015 27 UMKC PEER COMPARISON – FIRST TIME COLLEGE STUDENTS

UMKC compares favorably to Urban peer institutions in terms of the overall quality of our first time college students. However, where we fall behind are with our first-to-second year retention and 6-year graduation rates, as illustrated in the chart below, which utilizes comparator data reported by the US News and World Report.

Top 10% HS GPA ACT 25th- 75th Acceptance Rate Retention Rate Graduation Rate UMKC 28% 3.3 20-26 69% 75% 44% SUNY at Buffalo 29% 3.3 23-28 53% 88% 71% Temple 18% 3.4 21-27 63% 88% 68% Illinois - Chicago 28% 3.1 21-26 63% 80% 54% Cincinnati 22% 3.4 22-27 65% 85% 59% George Mason 23% 3.7 23-28 53% 86% 64% UAB 24% 3.5 21-27 72% 80% 45% Louisville 26% 3.5 21-28 73% 78% 51% USF 32% 3.8 23-28 38% 88% 59% VCU 18% 3.5 21-26 66% 85% 53%

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UMKC Enrollment Management Plan 2012-2015 28 ENROLLMENT GOALS

Our enrollment goals are based on data provided by the deans of each Academic Unit. The team from Academic Affairs, Student Affairs and Enrollment Management, and Finance and Administration will meet with each Academic Unit annually to review the fall enrollments, make adjustments as necessary, and add another year to the projections.

UMKC’s Enrollment Goals, Marketing Strategies, University-wide Recruitment and Retention Strategies have been removed from this version of the plan.

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UMKC Enrollment Management Plan 2012-2015 29 ACADEMIC UNIT PLANS

A team consisting of the leadership from Academic Affairs, Administration and Finance, Student Affairs and Enrollment Management met with each of the deans and their leadership teams to provide and discuss historical enrollment, retention and graduation information for each of the departments and degree programs within the academic unit.

The request for each dean was to provide one set of projections that would be used across the university for both enrollment and budgetary planning purposes. The projections were to be accompanied by marketing, recruitment and retention plans that would be the foundation for the unit achieving their enrollment goals.

For more information regarding these individual plans, contact either the dean or the enrollment manager of the academic unit.