by Tom Green, Ph.D., Associate Executive Director, Consulting and SEM, AACRAO
One of the key elements of success in developing and implementing a strategic enrollment management (SEM) plan is building infrastructure. This has several aspects to it, such as technology, financial resources/budget, staffing, skill sets and institutional structures, formal and informal, which allow strong plans to be developed and executed. In many instances, SEM plans fail not because they lacked innovative ideas or sound foundational data and information but because the human element of infrastructure was ignored or not fully addressed.
Many enrollment managers decry the lack of participation and buy-in by faculty in enrollment. Including them in SEM planning teams helps this but it often requires active participation by the provost or chief academic officer. She/he should invite faculty to participate directly, so that they understand that SEM is an academic issue that needs their expertise. Once on SEM planning teams, they need to be put to work. Simply having them come to listen to reports or showing impatience when they ask questions about the most basic recruitment issues will marginalize their participation and lessen the chance of them investing in enrollment outcomes. Engage faculty and staff from outside enrollment management areas in the data and information on the institution’s environment, recruitment and student success, then ask for their insights and what they think may have the greatest positive impact on enrollment. By helping them find their value in the SEM planning process, the SEM plan becomes more valuable to them.
Another important aspect to infrastructure is to maintain SEM teams after the plan has been developed. Many of these structures are disbanded once a plan is established. Continued participation in student success/retention, recruitment/marketing, data and steering/leadership is essential to the success of a plan. It creates greater accountability for the results of the plan and continues to engage people in a campus-wide effort, rather than leaving the responsibility solely to the admissions or student affairs office. Interest in the results of the SEM plan by campus leaders, evidenced by reports and discussions on a regular basis, helps assure that SEM stays in the front of the minds of your campus personnel and greatly increases the chances that you will reach your optimal enrollment.
For an in-depth discussion about SEM solutions on your campus, explore AACRAO Consulting.