How to Increase Enrollment
Are you struggling with enrollment growth? Some institutions are and some are not. You might ask, what is the difference between those whose enrollment is growing and those whose enrollment is stagnant or declining? Frankly the answer can vary widely by institution. However, this article will give you some answers and insights into what the differences could be.
It has been our observation that even some of the most well-known colleges and universities have lacked the fundamental tools and processes necessary for the admissions and marketing departments to confidently achieve an enrollment objective. Though these institutions have done well in the past, the drop in enrollment associated with the pandemic has raised questions about what can be done, which in turn has exposed these deficiencies. This is not a bad thing, because it means there is upside when they implement proper analytics and associated reporting processes, and effective search and recruiting practices. However, that is not always the case for every institution. Many do these things quite well already. That is why addressing enrollment growth is not always that straight forward. Take a look at the following chart:
This chart is not representative of any particular university, nor is it representative of the industry at large. It is not exhaustive, nor is it templative. It is simply a sample diagram that we can use to make a point. It graphically demonstrates the preferred state (blue line) versus the actual state (orange line) of a hypothetical university when it comes to enrollment best-practices.
The blue line can vary based on the type of institution. For example, transfer credit in this diagram in somewhat reflective of a Bible college with a large Bible-credit requirement. Most liberal arts institutions, on the other hand, would typically measure against a higher level of transfer credit.
As you can see, in some cases this hypothetical institution is right on their preferred state, whereas in other instances they exceed it or fall below it. Done properly, the diagram shows where the institution would need to focus to increase enrollment. For example, this diagram would indicate that the most impactful focuses might be around recruitment, messaging, and rapid-response strategies. Usually, in most institutions, there are two or three major areas of focus that will be the most impactful. Every university is different. Where some are strong, others are weak and visa versa.
Suffice it to say that enrollment is often inhibited by the malfunction or misplacement of key operational functions within the institution; not just admission or marketing practices (though, as you can see, those areas can also be the inhibitors). It is easy to perceive that dated policies and practices, or a breakdown in inter-departmental processes, or a weak student-services model, or a number of other things can inhibit overall enrollment (and thus net-tuition revenue) in today’s market.
The point we are making is that, truly understanding what it would take to grow enrollment, requires an institution-wide look at enrollment-related practices. That is why our enrollment assessment is uniquely institution-wide. That’s also why, after nearly twelve years, 100% of our clients have experienced enrollment growth through the recommendations that were derived from our assessment.
Interestingly, we have used this same assessment to help institutions evaluate a potential merger. We have been able to provide advice of what it would take to reverse downward trends in one or both of the institutions, in some cases averting a take-over disaster.
Because our methodology is seasoned and proven, we have been able to efficiently package this service at an affordable fixed-price, which varies only by the number of venues we are assessing. And for our ABACC and ABHE partners we are offering a 20% discount until May 1st. So, the question is if this would be of value to you rather than staying in your current situation? Do you want answers?
If you would like to know more about our comprehensive enrollment assessment and associated pricing, please contact us. It costs nothing to talk. We can be reached at mmc@mikemoroney.com or at 720-233-3227.
You can also learn more about us and our services on our website at www.mikemoroney.com.