I. Introduction

 

Mission:

Enrollment Management and Marketing advances the goals and aspirations of the University by providing exemplary leadership in strategic enrollment planning, programs and services, and by influencing internal and external constituencies through effective marketing activities.

 

Vision:

Enrollment Management and Marketing will:

• Be a leader in strategic enrollment management and integrated marketing practices;
• Be recognized for innovation, service and collaboration;
• Strengthen our brand based upon the goals and aspirations of the University;
• Celebrate individual and institutional achievement; and
• Position Texas State as a nationally-recognized, public university.

Reporting areas include the Office of Admissions and School Relations, the Office of the Registrar, and the Office of Student Financial Aid. Marketing and publications staff in the Office of Media Relations and Publications informally report to the Associate Vice President.

A.		In order to advance the enrollment and marketing goals of the University, the Enrollment Management and Marketing division will develop and implement new recruitment initiatives, provide enhanced service through technology and collaboration, and enhance our ability to lead an effective campus-wide marketing effort. The marketing function will be redefined and reorganized to maximize our ability to reach our enrollment goals. By 2010, we will add eight full-time FTE:
		1 Admissions Counselor stationed in Dallas/Ft. Worth 1 Director of University Marketing 3 Writer/Editor positions 2 Graphic Designers 1 Marketing Customer Service Representative
B.		The enrollment management and marketing priorities outlined in this plan will require the following permanent funding:

Merit Scholarship Program
	FY2007	$190,950
	FY2008	$423,700
	FY2009	$742,900
	FY2010	$1,073,025
Establish Houston Regional Admissions Office
	FY2007	$85,000
	FY2008	$140,00
Enhance Marketing Services
	FY2007	$475,000
	FY2008	$140,000
Increase Diploma Budget for Registrar
	FY2007	$60,000
Enhance Admissions Marketing Activities (8th-11th grade students)
	FY2007	$25,000
Expand Diversity Outreach in Houston and the Austin-San Antonio Corridor
	FY2007	$15,000
Dallas/Ft. Worth Admissions Counselor
	FY2007	$35,000
TOTAL REQUEST
	FY2007	$885,950
	FY2008	$563,700

II.Process

In the summer of 2005, department heads in the newly-formed Enrollment Management Division discussed with the Associate Vice President their past strategic planning and reporting activities. Meetings with the Special Assistant to the President were also held to review strategic planning and the migration of the Office of Admissions and School Relations and the Office Financial Aid from Student Affairs to Academic Affairs.

In the fall, meetings with each department head were held to set operational priorities for FY2006. In February, 2006, the department heads conducted a mid-year assessment of their progress. These findings were shared among the department heads and will be used in completing the annual assessment of the divisional strategic plan.

In the fall of 2005, the Associate Vice President for Enrollment Management was asked to develop an integrated marketing plan for the University. Using the research data from two recent consulting studies and a faculty-led positioning committee, as well as input from Debbie McAlister, the Chair of the Texas State Marketing Department, a plan was drafted in November 2005. The plan was further revised and subsequently approved by the President’s Cabinet in January 2006. The Associate Vice President was given permanent and one-time funds, and asked to begin implementation of the plan.

 

III. Program Maintenance

No additional funds are needed at this time.

IV.Planning Categories

A. Academic Support

Provide registration services to students and faculty at the Round Rock Higher Education Center (RRHEC). No additional funds are required.(Office of the Registrar)
Provide financial aid services to students taking courses through RRHEC. No additional funds are required. (Office of Financial Aid)
Conduct market research in the Round Rock/Austin area to determine demand for specific courses and degree programs at RRHEC. No additional funds are required. (AVPEM and Institutional Research)
Enhance visibility of RRHEC by developing an integrated marketing plan. No additional funds are required. (Director of RRHEC/AVPEM)
Conduct market research in northeast San Antonio to determine demand for specific degree programs. No additional funds are required. (AVPEM and Institutional Research)
Develop statistical models to help the colleges and departments project course demand for entering freshmen, transfers and continuing students. This would aid in planning and resource allocation. No additional funds are required. (AVPEM and Institutional Research)
Develop statistical model to project future enrollment trends (undergraduate and graduate) for the University.
No additional funds are required. (AVPEM, Dean of the Graduate School and Institutional Research)

B. Student Learning and Success Support

Implement merit-based scholarship program to increase our ability to compete for high ability students. The program would cost approximately $190,950 in FY2007, $423,700 in FY2008, $742,900 in FY2009 and $$1,073,025 in FY2010. It is recommended that the program be funded from designated tuition initially.In the future, it is recommended that an endowed scholarship fund be put in place to offset a portion of the program’s costs. The merit scholarship program would be assessed primarily by identifying the number of high ability students enrolling, but also by calculating the mean standardized test scores for entering freshmen and monitoring the freshman retention rate. The plan is projected to enroll 37 additional high ability students in 2007, 53 in 2008, 65 in 2009 and 75 in 2010. (Admissions and School Relations and Financial Aid) (See attached scholarship cost projection.) Establish a University presence in Houston by opening a regional office in the northwest quadrant of the city. Funding required for office space, maintenance and operation, and administrative support would be approximately $85,000 per year. With two full-time admissions staff in Houston, establishing an office in this primary market would allow us to better represent the University to prospective students and parents. The space could also be used by Development or other University officials as a site for meetings.Assessment on the investment would be determined by the number of students enrolling from the Houston metro area and the associated business uses. (Admissions and School Relations) To achieve future enrollment goals, we must strengthen the University’s brand and improve our marketing efforts with internal as well as external constituencies. In January 2005, the President’s Cabinet approved the Integrated Marketing Plan. One-time funds were provided to begin the implementation of the plan. Permanent funds were provided to hire two graphic designers, one web designer and one writer/editor. This comprised Phase I of the staffing and operating budget recommended in the marketing plan. Completing Phase II and III of the staffing plan for Marketing Services unit will require: Phase II--FY2007: Director of University Marketing $85,000
2 Writers/Editors $60,000 1 Customer Service Representative $30,000 Marketing Budget $300,000 TOTAL $475,000 Phase III--FY2008: 2 Graphic Designers $60,000 1 Writer/Editor $30,000 Marketing Budget $50,000 TOTAL $140,000 Changing or enhancing an institution’s market position requires time and patience. By using research, we will strengthen our marketing messages and see a return on investment. Measurements used will include student enrollment, retention and graduation rates, internal and external support/giving, and evidence of enhancing our visibility in key areas of the state. (Media Relations and Publications/University Marketing Services) To strengthen our recruitment efforts, we must communicate with students earlier in their high school career. A more comprehensive admissions marketing plan is needed; one that includes new publications, programs and other contacts with 9th, 10th, and 11th grade students. Funding would be used to produce age-appropriate four-color and one-color publications, including post cards, newsletters, and brochures. The assessment for these strategies would be measured in the increase in qualified prospects, and later in the increase in applications and enrolled students. Two primary target audiences within this strategy would be diverse and high ability students. (Admissions and School Relations)

C. Scholarly and Creative Activity/Grant Activity Support

NA Development

E.Diversity

Continue to expand outreach efforts to diverse students in San Antonio, South Texas and Houston Develop partnerships with Texas State minority alumni in these areas to enhance connection points with diverse students and families. Provide financial aid materials (such as the Peterson’s Guide to Financial Aid) and financial aid educational sessions for the families of 9th, 10th and 11th graders. Develop a strategy for hosting receptions for students and families in key metro churches or civic centers. To purchase materials and sponsor events, $15,000 in new funds will be needed FY2007. Measurements include increasing the pool of diverse prospects, applicants and enrolled students.(Admissions and School Relations and Financial Aid) Station a full-time admissions counselor in the Dallas/Ft. Worth area. This person would focus on both high schools and community colleges in the DFW Metroplex. The FY2007 budget request is $30,000 for salary and $5,000 maintenance and operations. Measurements include increasing the size of the prospect pool, applicants and enrolled students. (Admissions and School Relations.) Ensure that new marketing materials, both printed and electronic, continue to celebrate diversity and promote the University’s goal of achieving HSI status. No additional funds are required. (Media Relations and Publications/Marketing, Admissions and School Relations, Office of the Registrar, and Office of Financial Aid)

F. Other

Add $60,000 in permanent funds in Registrar’s account to cover the costs associated with diploma covers, diploma paper, mailing tubes and postage.