Actionable Data in the Adult Market: Where to Begin?, Terri Hayes, Executive Director, The Extended Campuses of Northern Arizona University

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Actionable Data in the Adult Market

Terri Hayes, Executive Director, The Extended Campuses of Northern Arizona University

Where to Begin?

July 17, 2013


Residential CampusExtended Campuses

Northern Arizona University

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Extended Campuses

• Enrollment 7,600• Working Adults• Part-time Enrollment• Short-format Classes• Transfer Student Population

Residential Campus

• Enrollment 18,000• Traditional Student• Full-time Enrollment• Full-semester Classes• Fewer Transfers

Northern Arizona University

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Extended Campuses

• Course Scheduling• Identifying Qualified Faculty• Academic Programming• Recruitment• Enrollment• Advising• Technology• EC Marketing

Residential Campus

• Admission Processing• Financial Aid• Academic Programming• Registrar• Student Accounts• Institutional Research• Faculty Development• Institutional Marketing

Infrastructure

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THE CHALLENGE

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Enrollment Trend

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What will we do differently this year to change the enrollment outcome?

How can we make the best use of our limited resources?

Questions Without Answers

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OUR APPROACH

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Our Approach

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• Dedicated Data & Tech Staff• Prospect Data (incomplete/limited)• Census Snapshots– By campus– By SCH– By zip code– By program– By demographic– Year over year

Data Rich

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• Static reflection of enrollment - not actionable

• Measured output – lacked insights into the activity prior to enrollment

• Focus on individual service areas/campuses did not support organizational goal setting

Limitations

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A NEW PERSPECTIVE

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Understanding our Pipeline

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Prospect

Lead

Applicant

Complete Applicant

Admit

EnrollSource: DemandEngine


Historical Activity

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Prospect

Lead

Applicant

Complete Applicant

Admit

EnrollSource: DemandEngine

71%

50%

98%

78%


Enrollment Trend

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Quantifying the Goal

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Prospect

Lead

Applicant

Complete App.

Admit

Enroll

71%

50%

98%

78%

Goal: 1,000 New Enrollments

New Admits = l,282

New Complete Apps = 1,308

New Applicants = 1,842

New Prospects = 3, 6841,842 ÷ .5

1,308 ÷.71

1,282 ÷.98

1,000 ÷.78


• Provides clarity of purpose

• Supports action

• Informs resource allocation

Quantifying the Goal

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What will we do differently this year to change the enrollment outcome?

How can we make the best use of our limited resources?

Questions Without Answers

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• Goals by stage

• Progress to goal

• Year over year progress toward goal (pace)

Weekly Reports

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• Elimination of campus centric behavior• Actionable Data• Informed budgeting and planning• Identification of process barriers• View of pipeline – To date 89% of fall 2013 applicants have

completed their application.– To date, we have enrolled 41% of the newly

admitted students for fall 2013.

Outcomes

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LESSONS LEARNED

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• One central repository for data– Eliminating shadow systems– Clarifying Terminology: Leads, inquiries, etc.

• Commitment to new reporting methodology– Stakeholder Needs– Special populations– Reporting by campus/program

• Unified recruiting practices

Lessons

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QUESTIONS?

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