B1 - Top Ten Breakthrough Ideas for Enrollment Optimization

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    01-Nov-2014

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DESCRIPTION

David Erdmann has been a college admission dean for more than 30 years and an independent school enrollment consultant for more than 20. Over those years David has "discovered" 10 breakthrough ideas that, when applied in combination, will help achieve enrollment success at your school. In this session he will share these breakthrough ideas and invite your comments and discussion participation.David Erdmann, Dean of Admission and Enrollment, Rollins College, FL

Transcript

  • 1. Eureka!
    Ten Breakthrough Ideas for Enrollment Optimization
    A good idea is where you find it
    (David Holmes)
    TABS 2010 Annual Conference
    David Erdmann
    Dean of Admission & Enrollment, Rollins College
    Director, Essex Institute for Independent School Enrollment Management
  • 2. The future ain't what it used to be
    (Tom Petty)
    Essex Institute
  • 3. Idea # 1
    The house always wins
    (Danny Ocean)
    Idea # 1 Corollary You cant beat the house, but you can stay even if you play your cards right
    The HouseYour Cards
    • Demographic shifts
    • 4. Economic uncertainty
    • 5. Changing consumer behaviors
    • 6. Educational options
    • 7. Family satisfaction with your school and its market position
    Essex Institute
  • 8. Actual and Projected Percentage Changes in Public High School Graduates(Source: National Center for Education Statistics (NCES)
  • 9. California Enrollment Projections White Non-Latino (Source: California Dept. of Education)
  • 10. Universe
    Inquirers
    Visits
    Applicants
    Accepts
    Enrolled
    The power of word of mouth
    Word of mouth
    Word of mouth
    Word of mouth
    Top tier schools
    Other tier schools
    Essex Institute
  • 11. Stronger Reputation
    (1:4 Win:Loss Ratio)
    X
    (1:1 Win: Loss Ratio)
    Weaker Reputation
    (4:1 Win:Loss Ratio)
    The power of market position
    Essex Institute
  • 12. Idea # 2
    Get it right the first time
    (Phil Crosby)
    Idea # 2 Corollary Its not a mistake until it goes out the door
    Essex Institute
  • 13. Idea # 3
    If youre not thinking segmentation, youre not thinking
    (Tom Peters)
    Essex Institute
  • 14. 100%
    90%
    80%
    70%
    Investment
    Required to Increase
    Family Interest
    45%


    Curiosity
    Curiosity
    Awareness
    Interest
    Desire
    Commitment
    Commitment
    0
    Family Interest Level
    Idea # 4
    Change focus as family moves up the interest curve
    Universe
    StealthInquirer
    Inquirer
    Visit
    Apply
    Graduate
    Give Back
    Enroll
    Focus on school and student
    Focus on student
    Focus on school
    Essex Institute
  • 15. Idea # 5
    Align financial aid with enrollment priorities
    Idea #5 Corollary-The need-based financial aid model wont work anymore
    Essex Institute
  • 16. Case Study: Changes in family contribution2007-2008 to 2008-2009 (random study)
    $3,000
    $
    $2,000
    $
    Price Increase
    $
    $1,000
    -$1,000
    -$2,000
    -$3,000
    Cases
    Essex Institute
  • 17. Cases
    Essex Institute
  • 18. Idea # 6
    Think net revenue
    (David Breneman)
    Idea #6 Corollary-Capping financial aid could result in lower enrollments
    and a loss in net tuition revenue
    Additional net revenue
    Essex Institute
  • 19. Idea # 7
    The middle class is an untapped market
    Independent School Enrollment - Economic Bi-Modality
    Essex Institute
  • 20. Why the middle class is underrepresented in independent schools
    • Age of oldest parent = 40
    • 21. Number of children = 1
    • 22. Adjusted Gross Income = $130,000
    • 23. Federal taxes = $15,000
    • 24. Net income = $115,000
    • 25. Total savings = $100,000
    • 26. Family contribution = $35,800
    Essex Institute
  • 27. Idea # 8
    Leadership counts -
    more than we think -
    about it
    (Essex Institute)
    Essex Institute
  • 28. Key traits of most effective leaders
    • Competency
    • 29. Forward looking
    • 30. Inspiring
    • 31. Integrity
    Key practices of most effective leaders
    • Model the way
    • 32. Enable others to act
    • 33. Challenge the process
    • 34. Encourage the heart
    • 35. Inspire a shared vision
    (James M. Kouzes & Barry Z. Posher)
    Essex Institute
  • 36. Ten Critical Leadership Flaws
    (Jack Zenger)
    Lack energy and enthusiasum
    Accept their own mediocre performance
    Lack clear vision and direction
    Have poor judgement
    Dont collaborate
    Dont walk the talk
    Resist new ideas
    Dont learn from mistakes
    Lack interpersonal skills
    Fail to develop others
    Essex Institute
  • 37. Idea # 9
    The baby on board is now your colleague in the workplace and seeks your guidance and support
    (Neil Howe)
    What Millennials Want
    Mentoring and coaching
    Almost daily feedback
    Project co-ownership (working in teams)
    A solid work/life balance
    A road map to success and job security
    Seek work that is personally fulfilling
    Essex Institute
  • 38. Idea # 10
    Personnel problems dont go away until the people do
    (John W. Hanes, Jr. while on the Yellowstone River, Montana)
    Essex Institute
  • 39. Ten Breakthrough Ideas
    The house always wins
    Get it right the first time
    If youre not thinking segmentation, youre not thinking
    Change focus as family moves up the interest curve
    Align financial aid with enrollment priorities
    Think net revenue
    The middle class is an untapped market
    Leadership countsmore than we thinkabout it
    The baby on board is now your colleague in the workplace and seeks your guidance and support
    Personnel problems dont go away until the people do
    Essex Institute
  • 40. Most things we worry about never happen
    (Tom Petty)
    David Erdmann
    Derdmann@rollins.edu
    Essexinstitute.com
    Erdmannconsulting.com
    Essex Institute