Enrolling and retaining the appropriate students can be a challenging and a daunting task to many administrators. Indeed, lack of a strategic enrollment plan can make or destroy an institution. Many scholars firmly believe that a carefully conceived and executed strategic enrollment plan can help learning institutions to not only attract but enroll the right number of students. Essential elements of strategic planning, as well as best recruitment practices, are discussed in this paper in detail.
Strategic planning has the potential of helping an institution achieve its mission and produce quality students. Most organizations that fail to implement strategic enrollment management fail to succeed. An essential recruitment plan should coincide with principles and trends that have been identified as components of successful planning processes.
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Over the recent years, many learning institutions have struggled with the notion and application of premeditated planning. Initially, long range forecasting was applied by numerous institutions, but this was often a budget was driven, an incremental procedure intended to guarantee long range financial planning. The emergence of strategic planning in education coincided with challenges experienced in the education sector in the 1980’s. Enrollment in many institutions started to fluctuate, learner’s demographics changed, and funding became irregular. The invention of technology facilitated data collection and analysis. Technology also pointed strategic planning as a solution for creating proactive stance in the changing education sector where resources are limiting.
Academically Oriented
A good enrollment plan should in a large way be academically oriented. Additionally, the plan should focus on academic and co-curricular programs rather than focusing on marketing, recruitment, and retention of students. A strategic enrollment plan should be technologically current and be able to handle emerging issues in the education sector.
Ideally, the process must determine tactics that enhance the operational system, efficiencies, and technology enhancements to serve students (University, 2017) . Enrolment planning should be part of the fabric of schools for success to be realized. Moreover, for the right structure to function efficiently, qualified and skilled personnel should be tasked with the role of monitoring enrollment.
Integrated and Comprehensive
In the 1970’s and 80’s students were admitted into learning institutions based on the admission funnel. The method primarily entailed front ends institutional operations such as admissions and financial aid in enrollment planning. The method aimed at attracting prospective students and consequently converting them into enrolled students.
A strategic enrollment plan should be a comprehensive process that touches every aspect of an institution and seeks not just to attract and recruit students, but retain learners for the period of their planned educational experience. Although recruitment funnel makes mathematical sense, conceptually it creates a false impression that students flow into the system as if drawn by gravity (Winsor, 2017) . Indeed, enrolling and retaining students requires not only careful planning but also efficient execution and technical skills.
Academically Oriented
In a bid to achieve maximum enrollments, many institutions have failed to attract the right type of learners. The school’s mission help in identification of market segments that an organization should track. Research is a fundamental component in assessing the viability of a student market and whether it is fit for the school. Ideally, the best type of clientele to pursue is one where its needs align with what the institution is offering.
Pursuing learners who do not identify with the organization's abilities and strengths has the potential of not only depleting few available resources but also tarnish the institution's image and reputation. But this should not prevent schools from reaching out to markets that can do with minor adjustments (Henderson, 2015) . An institution should develop distinct and unique courses from those of the competitors o outdo competition and create a niche for itself. This helps in maximising the impact of limited marketing budgets. Lastly, schools should strive to reach out to populations that no one is serving. Such populations may include persons with disabilities, adult learners, and immigrants.
Establishing Clear Achievable Goals
An institution should set targets for the number and kind of students it aspires to serve. Setting clear goals helps meet student’s individual needs and deliver quality services. Furthermore, a clear enrollment plan helps an organization identify the key metrics to monitor and improve on (University Y. , 2013) . Once the goals and aims have been established, an institution can develop benchmarks and evaluate progress towards the set goals.
Extensive Communication and Collaboration
Schools should strive to strengthen communication and partnership. Vertical communication conveys the institution’s vision to the students whereas horizontal communication creates room for dialogue and feedback. Both vertical and horizontal communication emphasizes the role that every member plays in enrollment planning. Programs offered should be flexible to accommodate everyone willing to enroll at the institution.
Conclusion
When properly developed and implemented, strategic enrollment management can help streamline an organization’s structure, improve communication and make everyone aware of the institution's goals and objectives.
References
Henderson, S. E. (2015). Core Concepts of Strategic Enrollment. Wichita State University , 55-88.
University, C. S. (2017). Strategic Enrolment Management Pan. Carlifonia State University , 66-99.
University, Y. (2013). Strategic Enrollment Planning. York University , 88-123.
Winsor, U. o. (2017). Strategic Enrollment Management Plan. University of Windsor , 55-77.
