Category: Uncategorized

Graduate Enrollment Marketing: Unpacking the Biggest Challenges

by Daniel Fusch

Marketing graduate degree programs is both an art and a science, and we wanted to take a deep look at who is doing this well — and how they’re doing it. To that end, we assembled an expert panel including Julie Gacnik (Creighton University), Marcus Hanscom (Roger Williams University), and Eric Nissen (University of Colorado, Colorado Springs), among others. In this series of four articles (you’re reading the first), we will ask this panel four questions to help you better understand the changing landscape of graduate enrollment marketing: We invite you to use these brief articles to start critical conversations on your campus. Additionally, you can explore graduate student recruitment tactics in depth with these same experts at the upcoming Graduate Enrollment Management conference. We hope to see you there! Here are our panelists’ answers to the first of the four questions. Q: What challenges are institutions facing in digital marketing? Sarah Seigle Peatman, Academic Impressions. In today’s day and age, digital marketing is critically important to any graduate recruitment marketing strategy-but with such an array of audiences to target and tactics available to use, it’s not always easy to get it right. What, in your eyes, are some of […]

Graduate Enrollment Marketing: Keys to a Strong, Integrated Website

by Daniel Fusch

Marketing graduate degree programs is both an art and a science, and we wanted to take a deep look at who is doing this well — and how they’re doing it. In this series of four articles (you’re reading the second), we ask an expert panel four questions to explore the changing landscape of graduate enrollment marketing: We invite you to use these brief articles to start critical conversations on your campus. Additionally, you can explore graduate student recruitment tactics in depth with these same experts at the upcoming Graduate Enrollment Management conference. We hope to see you there! Here are our panelists’ answers to the second of the four questions. Q: How do you keep the website strong and integrated into your digital marketing plan? Sarah Seigle, Academic Impressions. In many ways, the school or program website is the “hub” of a digital marketing strategy. What are 2-3 practices that you currently employ at your institution for ensuring that your website is strong and effectively tied into other aspects of your digital marketing plan? Marcus Hanscom, Roger Williams University. Many institutions are making a critical mistake in their digital marketing efforts: they’re directing clicks to a generic page on […]

Looking at Student “Grit” and Resilience – from Recruitment to Retention

by Paul Marthers

Series: Managing the Student LifecycleThis new series convenes expert perspectives on student success and predictive analytics. We hope to empower enrollment managers, student affairs professionals, deans, and faculty to think deeper about their student data, predictors of success, and managing the student lifecycle holistically from recruitment to retention to completion.Earlier in this series:Improving Student Success Can’t Be a One-Office EffortDeveloping a Metrics-Driven Culture within Student AffairsIt’s Not Just About the First and Second Year of College We need to be thinking about the non-cognitive factors in student success from the very beginning, from the admissions cycle on. In higher education, there is growing recognition that scholastic achievement is the result of more than just talent and cognitive ability. Studies have shown that the non-cognitive skill we call effort also plays a critical role. MacArthur Fellow and University of Pennsylvania Professor Angela Lee Duckworth has found through her research that effort is highly influenced by a psychological characteristic she calls “grit.” Grit, according to Duckworth, is the ability to persevere in the face of difficulty. Duckworth’s research has sparked an explosion of articles, studies, and even courses (including one at the Harvard Graduate School of Education) that explore how non-cognitive factors […]

One Stop: How One Institution Transitioned to a High-Performing Student Services Model

by Melissa Padfield, Norma Rodenburg

Photo by the University of Alberta. The Student Connect centre. The Challenge Run-around, duplication of services, confusion for students, inconsistency of service delivery–these are just some of the challenges that come about as a result of the complex bureaucracies in higher education. As student services professionals, we all do our best to support our students, but there comes a time when a fundamental change, and a reimagining of how we do things, is required to address these issues. Like many large institutions, at the University of Alberta we operate in a decentralized environment. We support approximately 40,000 students across three main campuses in our province; we have 180 staff and 80 student volunteers in the Office of the Registrar (RO); and in the 2015/2016 academic year, we had a total of 104,252 interactions across all three channels (phone, email, and in-person). This volume has presented us with a challenge; our old, decentralized model was not enough to ensure we could help students access key services easily. In 2010, the RO at the University of Alberta began a journey to redesign what front line student service would look like. At the time the RO supported seven service points for students. Something […]

Graduate Enrollment Marketing: Digital Tactics That Work

by Daniel Fusch

Marketing graduate degree programs is both an art and a science, and we wanted to take a deep look at who is doing this well — and how they’re doing it. In this series of four articles (you’re reading the third), we ask an expert panel four questions to explore the changing landscape of graduate enrollment marketing: We invite you to use these brief articles to start critical conversations on your campus. Additionally, you can explore graduate student recruitment tactics in depth with these same experts at the upcoming Graduate Enrollment Management conference. We hope to see you there! Here are our panelists’ answers to the third of the four questions. Q. What Other Digital Marketing Tactics Have Worked? Sarah Seigle, Academic Impressions. In addition to your website, what are 1-2 other digital marketing strategies or tactics that you have implemented at your institution to help in graduate student recruitment? What tactics are you most proud of? What tactics have been most impactful? Julie Gacnik, Creighton University. The addition of a central CRM was most impactful in our overall operation. Prior to joining the University of St. Thomas, everything was collected on sticky notes and shadow databases on employees’ desktops, […]

Graduate Enrollment Marketing: Non-Digital Tactics That Work

by Daniel Fusch

Marketing graduate degree programs is both an art and a science, and we wanted to take a deep look at who is doing this well — and how they’re doing it. In this series of four articles (you’re reading the fourth), we ask an expert panel four questions to explore the changing landscape of graduate enrollment marketing: We invite you to use these brief articles to start critical conversations on your campus. Additionally, you can explore graduate student recruitment tactics in depth with these same experts at the upcoming Graduate Enrollment Management conference. We hope to see you there! Here are our panelists’ answers to the fourth of the four questions. Q: What Non-Digital Marketing Strategies Have Been Effective? Sarah Seigle, Academic Impressions. Other aspects of a graduate recruitment marketing strategy that we haven’t yet talked about are print communications and recruitment travel-grad school fairs, on-campus events, etc. What role do non-digital strategies such as these currently play in your own graduate recruitment marketing strategy? How heavily should other schools be utilizing these tactics? Julie Gacnik, Creighton University. While the overall investment in print has declined, and has shifted to digital, print will never go away. As for recruitment travel […]

Presidential Dialogues: Leading in Complex Times

by Daniel Fusch

How do you confront tradition-bound institutions and mobilize campuses to move forward? Recently, we gathered five leaders from very different institutions to discuss this issue in-depth. We know that change on any scale is difficult, so how do these leaders motivate and mobilize their campuses to move forward, especially knowing that change comes slowly? How do they lead in complex times? What inspires them and what makes them nervous? We spoke with: Out of a wide-ranging and robust conversation, a set of five common and core principles emerged. Whether they were in their first year of the presidency or on their third presidency, each leader emphasized the importance of: We hope their insights and experiences will be useful to you! Read the paper Related Paper: The Skills Future Higher-Ed Leaders Need to Succeed

Habits of Highly Effective Higher-Ed Professionals

by Steven Riccio, Ed.D., SPHR, PCC

Higher education does a great job educating others, but seldom do we work on ourselves. We don’t take the time to ‘sharpen the saw.’ As a result, colleges and universities are filled with very sharp people who possess rather dull blades. In a classic video vignette entitled “Big Rocks,” from The 7 Habits of Highly Effective People, the late Stephen R. Covey invited an audience member to join him onstage for an experiment. Most know the concept of Big Rocks, but I encourage you to watch this video if you haven’t already. In the experiment, Covey asks the young female executive to fit in all the big rocks he has provided into a bucket that is over half-filled with pebbles. The pebbles depict the day-to-day tasks, emails, meetings, and emergencies that we are all faced with and that fill up our lives. At one point, the participant looks at the rock labeled “Sharpen the Saw,” rolls her eyes, and places it back onto the table. Covey, who never shied away from a teachable moment, picks up the same rock asking the audience, “Who feels they don’t have time to ‘Sharpen the Saw’?” As several hands are raised, Covey then follows […]

What You Need to Know Before Pursuing a Center for Innovation

by Daniel Fusch

Transcript of the Interview We interviewed Dr. Stephen Whitehead, the associate provost of innovation at California University of Pennsylvania. A lot of institutions have shared their curiosity with us about how to launch a center for innovation, and we wanted to ask one of the foremost experts what his peers should consider first. Stephen Whitehead will also be discussing this topic in more depth at the upcoming conference “Developing a Center for Innovation on Campus.” A transcript of the interview follows below the video. What do you need to know before pursuing a center for innovation? One of the big things when looking at creating a center for innovation is the feasibility of it. Every college is looking at cost and how they’re spending money. So, if the center can be tied to your strategic plan and be connected with the university’s mission, then it’s easier to go out for funds and justify the feasibility of the program. Also, what are the outcomes you expect from the center? What kinds of institutions should be thinking about this seriously? I think every campus should really be looking at the way they are engaging their communities – whether it’s the campus community […]

Activity Based Costing: What’s the Return on it?

by Len Brazis, Director of Strategic Planning and Analysis,Embry-Riddle Aeronautical University Here at Embry-Riddle, the adoption of Activity Based Costing (ABC) principles has been an evolutionary process that began on one of our residential campuses in the Fall of 2010. That campus had just finished a fiscal year with a negative operating margin of $3.3 million. A new Chancellor was installed and had been charged by the President to cut about 100 positions, eliminate at least 5 unprofitable degree programs, and cut costs operationally wherever he could to turn the campus around. He tapped me immediately to fly out and provide him with guidance that would enable him to accomplish his charge and return to our President at the time with a strategy to turn the campus around. Understanding that I could never overcome in short order our established accrual-based accounting process, I immediately set out developing a standalone model that was grounded in ABC principles. After three days of nearly around-the-clock work, we had a new model that provided so much clarity for the new Chancellor that he immediately saw flaws in his charge. What resulted was: no program closures, only about 50 positions eliminated, expansion of student services […]

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