Due to whatever reason, whether political, economic, or demographic… schools remain nervous about their current and future enrollment. As we know, strong enrollment numbers drive program and when enrollment is down, program can suffer. The chatter around enrollment management is at an all-time high right now. So, we thought we would share a white paper written on our SEM process where we get the entire school community involved and provide an inclusive transparent process.
Enrollment Management: Projections and Predictions
Strategic Enrollment Management (SEM) is a commonly used buzzword these days for independent schools and institutions of higher education, but the results for individual schools are anything but common. Our signature SEM program is called, Projections and Predictions. Schools are built on a culture of planning and strategy. So, SEM is truly more than a buzzword; it is an essential element of the culture of schools. Projections and Predictions works best when five core areas of school life are working efficiently and effectively together:
Recruitment
Retention
Financial Assistance
Marketing (print and digital)
Communications
Projections and Predictions will not be the magic spell that will place 100 fresh new faces in your school, nor will it be a shortcut to make your enrollment and marketing challenges go away. But Projections and Predictions does involve a strategic data-driven research process of gathering data gleaned from your core audience, and you will see positive results in your overall admission efforts when you apply what you know with sound strategy. Gowan Group will work with you to plan and execute an effective plan with a detailed, analytical phase, a planning phase and then an implementation phase.
Schools that undergo the development and implementation process of Projections and Predictions can expect positive outcomes because institution-wide decisions, not just admission decisions, will be informed by valuable data about mission appropriate enrollment, your school’s unique value proposition, the effectiveness of your integrated marketing communications, and your brand and positioning in a competitive marketplace. Just as importantly, Projections and Predictions unites your school community and stakeholders, clarifying your mission, getting departments and volunteers working together, and adding consistent, passionate, moving storytelling to the forefront.
In sum, developing strong Projections and Predictions strategies will:
Make you relevant and memorable
Make you well-known for the right thing
Solidify your school community
This will result in a larger more accurate candidate pool, a higher admissions yield, less attrition, stronger donor participation, a more active alumni body, and a more energized and engaged internal community.
The Research & Analysis Phase (approximately 8-12 weeks)
Gowan Group has an exceptionally strong research and analysis focus that will help your school understand what makes you truly unique and communicate the targeted, urgently needed benefits that come with engaging with you. This process begins with a conversation between Gowan Group and you. This is where we will learn about your enrollment hopes and current challenges, your success stories and potential threats.
We will gather and study your current marketing and communications products, both written and digital; we will learn from existing documents such as long-range plans and annual reports; we examine the impact of your ethos and traditions, and consider your admission team as well as school-wide enrollment management efforts.
A two-day school visit will allow us to learn first hand about your school community and understand what you need with the immediate input from your core constituents. We will survey and/or speak with faculty and staff, current and past parents, alumni, trustees, stakeholders at large and opinion-shapers. Through focus groups, individually tailored surveys, and key-informant interviews, a digital review of current SEO opportunities we will determine where you are and where you and others hope you will be in terms of your school’s image, competitive positioning, and enrollment management.
Thorough analysis of the data by Gowan Group will provide findings, statistical as well as anecdotal, and answers to your school’s most important questions:
Who are we, and what makes us unique?
Who is our target audience and how do we connect with them?
Where do we hope to be a year from now, three years from now, ten years from now in terms of the identity of our school and the shape of our community?
Share your school’s story.
Why are prospective faculty members attracted to teaching here?
Are alumni active, supportive and loyal?
What is the most valuable element of the educational experience students receive while a student here?
The Planning Phase (approximately 3-6 weeks)
Alongside your planning committee, Gowan Group will present findings to your faculty and staff and it is a highlight of the process. It is informative, insightful, inspiring and a true community builder.
After your data is gathered and studied, Gowan Group will begin to develop a living and breathing document, a strategic enrollment management plan created expressly for your school. It will reflect the opinions of your community, the insight from our school visit, and the demographic data gathered from your core constituents. It will also reflect how best to build upon your current integrated marketing communications plan.
We can revisit with you and a special committee that you create to fine-tune and tweak the plan so it reflects your specific needs.
The core sections of the report will include:
Our goals and projected outcomes
Data analysis
Current Market Position and Value Proposition
Recommended strategy
Time line of events
The Implementation Phase (8-12 months)
Gowan Group will stand by your side for a period of 8-12 months to guide the implementation phase and take part in deployment. We will not only provide you with immediate, short-term and long-term goals, strategies and specific action items based on our research—we will return to you each month for ongoing training and assistance so that all goals are satisfactorily met. And you can know that we are always an email or phone call away.
