When Social Media Isn’t Social Enough

A presentation at Michigan Association of Collegiate Registrars and Admissions Officers Annual Conference in November 2018 in Frankenmuth, MI, USA by Tom Kephart

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MACRAO Enrollment Management Committee When Social Media Isn’t Social Enough Tom Kephart, Director of Admissions St. Clair County Community College Deirdre Musser, Transfer Admissions Counselor Concordia University Ann Arbor

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Cheerleading! 2

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Changes at SC4… • Slow, long-term decline in overall headcount since 2009 • Fewer traditional high school seniors due to demographics and also early college programs • Decline in population isn’t extreme, but is a steady trend downward. • Early college programs have been great for students – and the college – but it moved students out of the traditional recruitment pipeline. • A big peak in enrollment in 2009 was due to the Great Recession. Federal and state funding for retraining inflated our enrollment numbers. • As employment recovered (from 18% to nearly 4%), non-traditional student population dried up. 3

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…leading to peaks and valleys 4

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Changes at Concordia… • Prior to 2013 CUAA had not seen much growth and totaled at around 500-600 students. • We were not well known in the Ann Arbor area or beyond. • The university was on the verge of closing its doors when the President of Concordia University Wisconsin proposed a merger. • Since the merger was made final in 2013 we went from a total of 749 to a record enrollment of 1,197 this fall. • This story is not consistent at other similar private universities. 5

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…jump start a comeback 6

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Changing demographics • SC4’s share of traditional graduates also declined. • In 2011, 55.1% of St. Clair County high school seniors who chose to go to college decided to attend a community college – SC4. • In 2015, that number had reversed: Only 46.2% were choosing to attend a community college after high school. • Our large feeder schools were even more dramatic: • 102 Port Huron Northern grads attended SC4 in 2011; in 2015 it had fallen to 69 (43.4% of all college-goers) • 105 St. Clair High School grads attended SC4 in 2011; in 2015 it had fallen to 65 in 2015 (45.8% of all college-goers) 7

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Why? • Difficult to pin down, but some educated guesses include: • Improved economy – students and parents are more comfortable with shouldering the cost of going directly to a four-year college or university • Advent of the dedicated college advisor (such as the MSU CAC program) – students may be receiving different advice from these advisors • But most importantly… a lack of dedicated recruitment efforts at SC4 • Recruitment and contact with high school counselors was handled on a “time available” basis by our academic advisors • In a practical sense, “time available” turned out to be extremely limited • Relationships – and opportunities – were lost 8

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Bucking the trends • Why is CUAA growing? • New programs that align with the jobs that need to be filled in our current economic climate. • Nursing has been integral in our growth and our edge in promoting our other Healthcare programs. • New athletic teams added along with new facilities • Our mission became a consistent message across the campus after the merger and was engrained in a new set of faculty and staff • We reached out unapologetically 9

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There is no Facebook bandage • In 2014 and 2015, SC4 began using Facebook, Twitter, and Instagram on a limited basis. • In 2016, a Social Media Coordinator was hired to manage expanded use of those platforms. • Engagement was improving, but didn’t have a noticeable effect on enrollment. • So… in April 2016, we began a major review of marketing and recruitment data and processes at SC4, looking for ideas on how to reverse the decline. • We made a commitment to active recruitment. The college hired a Director of Admissions along with a two full-time Admissions Representatives and a part-time Recruitment Projects assistant. 10

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Facebook, unique? What? • We have been focusing on what we are doing that can be promoted on social media instead of what we can post on social media • Is the community seeing our campus as involved or just online? • What can we do to involve our students, community, faculty, and staff in our social media posts? • Cross campus social media – connecting the various pages from departments • Examples: High school band awards, choir/band concerts, athletic events, tournaments 11

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Identify your advantages • Our “open door” mandate can be both a strength and a challenge – but in either case we have to get students to come through the door! • Historically, SC4 has been reluctant to discuss tuition rates in our marketing, fearing that potential students might perceive us as “cheap.” • But refusing to discuss the cost of education, especially in today’s environment, forfeits our biggest advantage. • We know we are not cheap which is a big challenge and can push student away once they hear “private.” • By offering multiple scholarship options it opens the door for students and provides a greater opportunity for them to be involved. • By taking the time to speak with students and help them understand what their options are it seems a lot less scary. 12

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What do SC4 students think? • Focus groups were conducted in August and September of 2016, with a broad range of students: traditional, non-traditional, early college, and personal enrichment. • 78% said the quality of SC4’s faculty was a “very important” or “somewhat important” reason they chose SC4. • 65% said class size was “very important” or “somewhat important” • 71% said tuition costs were a “very important” reason they chose SC4, with another 18% saying it was “somewhat important.” • Campus life, by contrast, was important to only 37% of students. 13

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What do CUAA students think? Our “refresh” is paying off The services, programs, faculty, staff, events, and many other adds have helped us to go beyond the surface level 14

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Finances matter, but… 15

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…it’s more than money • It’s about VALUE. • SC4 has outstanding, experienced, student-centered professors and instructors, many of whom have worked in the fields they teach. • Overcoming the “not as good” and “won’t transfer” stigma requires explaining the overall value proposition to students who are often first-generation and have no previous knowledge about higher education options. • Students deserve a quality education that fits their needs. Informed decisions are key, whether they choose to start close to home at a community college or go directly to a public or private four-year institution. 16

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Purpose bigger than price • It can be a huge challenge to prove the value of a CUAA education when the only item that parents and students are paying attention to is the sticker price • The facts of the university are important but emulating the experience that students will get throughout the recruitment and admissions process is vital • Our campus Pastor knows every students’ name and is involved in their daily lives • We do not require student to sign a statement of faith but we provide the resources they need to explore their faith and find their true calling • Requiring certain courses to be take only at CUAA that explore a student calling or vocation 17

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Guiding principles • • • • • We are always recruiting. Everyone is a potential recruiter.* All marketing is recruitment related. Our website is the hub of our online messaging. We focus on the social media platforms and communications methods most used by our students. • We create and share relevant content. • We work to develop and maintain positive relationships with high school and home school teachers, counselors, and administrators. * or can undo the good work of a recruiter with a single comment! 18

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Start early – Don’t assume • Begin communicating with high school juniors – and even earlier – much sooner in their selection process • Need to have your school in their minds long before they’re starting to choose from four-year options • Continue to work with middle school and upper elementary groups to visit campus and participate in events designed for them • Assume that all prospective students need help figuring out how to start college. Avoid scaring them away with details. Stop recruiting backwards! 19

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Always be thorough • From an admission counselor perspective it can get extremely repetitive talking with students and parents but we need to remember to: • • • • Take the time to explain Go over every detail Use simple language Be approachable and open so that students and parents can come to you with anything they need • Develop different ways to explain things based upon the student that you are working with to cater to their needs • Help the student prepare for their time at your institution • Provide them all the resources you can 20

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Make friends in all places (and on campus) • When schools ask for help for an event – not just College Month and not just applications- or financial aid-related – the answer is “YES.” • Work with schools outside of the SC4 district but not part of any other community college district. • Consider rebates or establish on-campus housing for out-ofdistrict students. • Create and encourage advocacy on behalf of the college in K-12, homeschoolers, and the broader community. • Assist other faculty/staff with their departmental events • Always ask for cross campus representatives to be present • Show your appreciation and say thank you! It’s the little things! 21

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SC4’s results FALL 2014 2015 2016 2017 2018 STUDENTS % CHANGE 4,225 -4.4 3,817 -9.7 3,715 -3.0 3,725 0.0 3,611 -2.9 Change from Fall 2014 to Fall 2016 = -12.1% Change from Fall 2016 to Fall 2018 = -2.8% 22

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Final thoughts • It doesn’t happen overnight. • Stop doing things that aren’t effective, just because you’ve “always done them.” • Stop doing things others do that aren’t effective, just because they’re “expected.” • Don’t guess. Get the data you need to make informed enrollment management decisions. • Let your plan stay in “permanent draft” mode. Things always change; your plan should, too. • Be adaptable!!!!! • Doing nothing is not an option. 23

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Questions? 24