用数据加强战略招生管理的5种方法

TABLE OF CONTENTS HANOVER RESEARCHFOR HIGHER EDUCATION 3 /INTRODUCTION Hanover’s insights help higher educationinstitutions strengthen their academicportfolios, maximize enrollment and retention,manage costs, improve brand perception, andengage alumni. From research to consultingand advisory services, our solutions address acomprehensive array of challenges to achievethe best possible outcomes for our clients andthe students theyserve. 4 /A DATA-FIRST APPROACH TO ENROLLMENT PLANNING5 /ADDRESSING SEM CHALLENGES IN THE STUDENT JOURNEY6 /AWARENESS7 /CONSIDERATION8 /DECISION9 /RETENTION10 /LOYALTY11 /ABOUT HANOVER RESEARCH 15%increase in nettuition revenue ourclients experience $500Min new programrevenue $700Min totalgrant awards 3000+research projectscompletedsince 2020 600+higher educationmembers 11xaverage ROIwith membership For more information about Hanover’ssolutions and services, turn to page 11 or visithanoverresearch.com/higher-education. INTRODUCTION Across U.S. institutions, the number of college applications have increased,butyield rates andcompletion rates have not changed much in severalyears. While more students are expressing an interest in higher education,the hard truth is many will never end up enrolling or graduating. Meanwhile,many college and university leaders struggle to balance growing expenseswith diminishing enrollment numbers. The percentage of provosts who saytheir institution is very effective at usingdata to aid campus decision-making Movingthe needle on student recruitment and retention requiresinstitutions to take bold action to improve their strategic enrollmentmanagement (SEM) outcomes. (Source: Hanover Research and Inside Higher Ed) While it’s important to have an up-to-date institutionalSEM plan, it’s even more important to get the data behindit correct. When SEM plans aren’t built on a firm foundationof market research and data analysis, they may look nice butthey’re more likely to end up being set aside in a file folder,unused and unhelpful. Understand what it takes toaddress admitted students’ needsand concerns with our reporton the2024 National AdmittedStudent Survey. Use this guide to cut through fuzzy objectives or unrealistic ambitions andbuild a path toward meaningful enrollment progress by focusing on theenrollment management data inputs that matter most. A DATA-FIRST APPROACH TO ENROLLMENT PLANNING From one institution to another, SEM plans can look vastly different, and for good reason. Each college or university must build around its own needs, focus areas,and institutionalgoals. However, successful plans do share some common features, particularly when it comes to market research and data analysis. While thesecritical building blocks inform the basis of any effective plan, higher education leaders aren’t always sure where tostart. SEM Key Ingredients Tighten up your planning for the next recruitment season by making sure your SEM planemphasizes a data-first approach at each stage: Action Planning &Implementation SituationalAnalysis PlanDevelopment GoalSetting MarketResearch •Circulate the plan internally forstakeholder buy-in•Identify implementation tasksand assign to appropriate teams•Track progress towardenrollment goals and KPIs•Identify new opportunities fororganizational efficiencies andcross-functional collaboration •Survey prospective studentsto understand their needs,preferences, and perceptions•Identify priority target audiences(demographics, geography,psychographics) •Prioritize strategies for the planbased on situational analysis andmarket research•Address the impact of strategieson enrollment, determineimplementation costs, andidentify key performanceindicators (KPIs) to monitor •Set high-level enrollment goalsthat will definesuccess•Identify top priorities and focusareas related to recruitmentandretention•Establish clear roles fordecision-making •Review historical enrollmentdata•Analyze demographic trends•Create enrollment projectionsbased on historical data anddemographic trends•Evaluate current academicprograms and support servicesfor strengths and weaknesses•Assess the competitivelandscape ADDRESSING SEM CHALLENGES IN THE STUDENT JOURNEY At each enrollment milestone in the studentjourney, there are institutional challenges andstudent pain points that higher educationleaderscan address to improve theirrecruitment, yield, and retention efforts — ifthey use the rightdata. Diagnoseand solve your toughest SEMchallenges by digging deeper into each stageofthe student journey and applying theresearch and data best practices outlined onthe following pages. MAKING TIME FOR SEM Strategicenrollment managementis not a finite task to complete; it isan ongoing part of an institution’sstrategyand operations.Evidenceshows that the most effective plansinvolve regular and routine attentionby cross-functional teams: xReview your institution’s SEMplan annuallyxRevamp the plan every three tofive yearsxPull weekly and monthly repo