Enrollment Strategy Update - Stabilizing Enrollment and Recruitment Highlights
Articulated around UBalt's prioritized student populations, the enrollment strategy update focuses on increasing new student enrollment, lowering attrition rates, and developing partnerships to grow student enrollment. Actions taken and underway post-COVID include reestablishing international recruitment, establishing pipelines, updating online campus tours, and implementing various recruitment strategies.
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Presentation Transcript
Enrollment Strategy Update Enrollment Management Division October 4, 2023
Stabilizing Enrollment 1. Articulated and organized around UBalt s prioritized student populations for enrollment, as delineated below: Graduate students Upper division transfer students/degree completers Limited number of first year students in niche programs (80-100 per year) 2. Demonstrated necessity to both increase new student enrollment and lower attrition of continuing students (i.e. improve retention) in order to stabilize enrollment. 3. Focusing on developing partnerships with international partners, community colleges, regional businesses and community organizations to grow student enrollment. 4. Established a partnership with EAB focused on recruitment of the adult student market, procured a new marketing firm and a firm for website redesign all to strategically market and recruit for the University. 5. Utilizing increased financial aid resources strategically, both State and private gifts, to recruit and retain students. This includes the Parson's and Sam Rose scholarships for undergraduate transfer students and $1.02 million in new State appropriation for need-based financial aid for new and continuing graduate and undergraduate students. 6. Continuous review of policies, procedures and processes that unintentionally create enrollment barriers for new students. 7. Retention efforts will be presented separately 2
Recruitment Highlights Actions Taken and Underway Post COVID reestablishment of international recruitment. Establishing Pipelines to feed enrollment currently working with CCBC/Applied Degree, with the business dean/international pipeline and several opportunities with Amtrak Events are getting better and better to generate interest/closing the loop. Year two of Degrees to Succeed transfer program with the Community College of Baltimore County. Extended event opportunities to include in-person, online, hybrid, and live presentations on social media platforms. Updated and published new online campus tour. Working with EAB on program reviews to develop best practices in website presentation and marketing. Heightened Community Presence - Artscape, AFRAM, and Charles Street Promade. Working with EAB finding different ways to keep stealth applicants engaged throughout the funnel Key word buys for social media for CAS, CPA, and MSB with focus on a rotating list of specific programs and majors in collaboration with the Provost office and their priorities Returned to in-person recruitment and visits. Implemented campaigns for online programs at an in-state rate Reestablished evening hours During peak periods the office is open 8:30 am until 6:00 pm, with tele counseling lasting until 7:30 pm Preparing for the FAFSA overhaul - with training, messaging to current and prospective students Establishment of veteran scholarship that allows students using veteran benefits to be refunded any merit scholarship up to cost of education More deliberate use of University of Baltimore Foundation scholarships in order to make the cost of education more affordable to more students. Phi Theta Kappa involvement by way of PTK Connect, regional meeting sponsorship and involvement, 2
Enrollment Barrier Changes Online application portal (Applicants now have an application portal once they have signed up, which provides contact information, admission info, residency info, and information for logging in MyUBalt once they have applied. Much of the language provided is determined based on the program they have applied to.) Automated fee waivers (we implemented auto fee waivers. Over the summer we waived all application fees; however, in the future we can use to apply fee waivers for specific populations; such UBalt alumni, veterans, and PTK members) Revised application (The application previously consisted of about twice as many sections. We were able to decrease it to 9 sections. We also removed questions that were not relevant so it the application looks and is easier to complete Proactive approach to residency by screening for discrepancies at the start of the application process and contacting students for resolution before they enroll and are assessed incorrect tuition and fees In order to expedite admission decisions, a pilot program of conditional admission for transfer students was implemented using unofficial transcripts. Fall 2023 all but one conditional admit provided official transcripts prior to the start of the semester. The degree program for student who did not provide official transcripts was discontinued. Leveraging the degree audit report to expedite advising appointments such that students know what they are required to take to complete a program Generally greater cooperation with advising staff, including student referrals from the admission office, setting up a dashboard that incudes data on students eligible to enroll who have not yet enrolled, as well as graphics on the application pipeline
