By Brenda Selman, AACRAO Vice President for Admissions and Enrollment Management
At the 69th AACRAO Annual Meeting in Boston, AACRAO offered its members the opportunity to develop "a comprehensive institutional enrollment plan" in a session titled "Assessing the Potential of Enrollment." This session planted a seed that has grown into what we now call the AACRAO Strategic Enrollment Conference (SEM). As we approach the 34th year of the SEM Conference and a return to Boston, I must nod to the growth of Strategic Enrollment Management as a concept and profession. This conference is rooted in the AACRAO mission of serving each of us as members and helping us learn from each other – especially our peers who are leaders in the field. The SEM Conference is one place where that is carried out.
I don’t know about you, but I always get excited when I get an email from AACRAO announcing that SEM registration is open. It’s not just that I’m looking forward to seeing colleagues from around the country and world, but also, I love perusing the session list for solutions to pressing issues in the profession.
Earlier this year AACRAO conducted a survey of those who list admissions responsibilities as one of their primary roles. The results highlighted a few themes and issues that are top of mind amongst this population. These included:
- meeting enrollment targets
- leveraging AI to increase operational efficiencies
- dealing with staffing shortages; resource constraints
- dealing with outdated and/or poor “fit” technology and data integrity
- management
- compliance
Each of these dilemmas sits on the shoulders of enrollment management professionals charged with developing a holistic strategy for the quantity and quality of their institution's students. The work is hard, and the times are harder, which is why I make the SEM Conference a priority to attend.
Opportunities to Engage
One of the unique features of the conference is the SEM Teams Experience. Institutions can bring a team of cross-institutional colleagues to the conference and work with a SEM coach to help the team define, refine, and develop action plans to fulfill their needs and goals for the conference as a means to move their institutional SEM plan forward. There are mid- and post-conference issues workshops to ensure the team gets the most from the experience.
I love that SEM has sessions for those new to their roles or to implementing SEM on their campus, as well as sessions for the more seasoned among us. Two of the opening workshops are tailored to those specific audiences. This year, the American Indian College Fund will return for their second annual Tribal Colleges and Universities Convening – SEM planning for the Native Student Journey workshop. There are also afternoon workshops focusing on Advancing Women in Enrollment Management Leadership and an introduction to FEM: Forensic Enrollment Management to Unlock Institutional Revenue. (I’m finding it difficult to choose which one to attend!)
The key to enrollment management is the “strategic” portion. SEM has to be holistic and collaborative. This year, along with my colleagues Cassandra Moore, Director, Enrollment Development and Admissions at Anne Arundel Community College, and Ang Saweczko, University Registrar at the University of Toronto, on “Registrars and Admissions Officers: Developing a Team Approach.” Partnerships are a key principle of SEM, and we hope to share insights from our respective institutions.
Another new opportunity this year is a free luncheon for attendees from Tribal Colleges and Historically Black Colleges and Universities - HBCUs, TCUs, & SEM: The Dual Mission Connection. It provides an opportunity to learn from each other and enhance their SEM toolkit. There will be a panel presentation in addition to lunch.
There are also sessions for institutions experiencing mergers and cultural challenges on campus. Personally, I’m also looking forward to sessions on data analytics and data governance structures that support SEM.
If you haven’t already, look at the sessions, workshops, speakers, and other activities planned for SEM. After you’ve noted all there is to learn and do, I’m sure you’ll be ready to submit your registration and book your hotel. I look forward to seeing you there.