SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities

SEM Meets SAM: Strategic Access Management and

What It Means for Colleges and Universities

22nd Annual SEM ConferenceOrlando, Florida

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Presented by Brandy Johnson and Christopher Tremblay

SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities

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Session Overview

Access to college is paramount to achieving national degree completion goals. The national college access movement has facilitated much progress toward expanding access for all types of students – but needs to be retooled to meet the demand of workforce needs. This session will provide an introduction to this movement, position it contextually within the strategic enrollment management framework, and provide best practices for colleges to consider the role of access in optimizing enrollment.


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Presenters

Christopher TremblayAssistant Vice Chancellor for Enrollment ManagementUniversity of Michigan-Dearborn

Brandy JohnsonExecutive DirectorMichigan College Access Network (MCAN)


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About the University of Michigan-Dearborn

•Located in the Metro Detroit area•1 of 3 University of Michigan campuses•9,100 students•Metropolitan University•Evolving into a residential campus•Balance access with excellence


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About the Michigan College Access Network

•Serves as state leader and coordinating body for major college access strategies and initiatives.•Began as special project of former Governor Jennifer Granholm in 2009. Spun out into Lansing-based 501(c)(3) in 2010.•Governed by 13-member board and operated by 5-member staff.•Primarily serves as intermediary support organization for 50+ Local College Access Networks (LCANs) by providing funding and technical assistance.•Implements statewide college access projects and campaigns, provides professional development to school counselors and college access personnel, advocates for policy reform, and builds capacity of partner initiatives.


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Workshop Outline

I.Basics of SEM & College Access

II.Leadership and Key Principles

III.Applied Case Study: MCAN, Project ACE, and UM-Dearborn

IV.Discussion

Basics of SEM

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Strategic Enrollment Management

Hossler & Bean, 1990

“…an organizational concept and a systematic set of activities designed to enable education organizations to exert more influence over their student enrollments. Organized by strategic planning and supported by institutional research, enrollment management activities concern student college choice, transition to college, student attrition and retention and student outcomes…”


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Dolence, 1993

“…a comprehensive process designed to help an institution achieve and maintain optimum enrollment, where optimum is defined within the academic context of the institution.”


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Bontrager, 2004

“…a concept and process that enables the fulfillment of the institutional mission and students’ educational goals.”


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SEM Timeline

“Enrollment Management” is coined by Campanella

Goal: Synergy

Institutional Marketing

1974 1980EM as

Strategic Planning

1980sHossler and the Role of Research

1980s1st AACRAO

SEMConference

1991

Dolence on SEM and Academic Context

Kalsbeek/ Hossler:

Role of the Marketplace

1993 2009Kalsbeek’s 4 Threads of

SEM

20063 Faces of SEM

2006/2009

Going Forward

2013+

CriticalSuccess Factors


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SEM’s Evolution Related to Access

Campus-Based and Statewide Partnerships-Cited by Henderson, 2008-Broadening of interest beyond institutional perspective

SEM and Access: Truth or Dare-Address by Kalsbeek, 2005-Magnitude and complexity of the challenge of access-Access within SEM can be accomplished-How to commitments to access complement, co-exist or

conflict with enrollment management?-Balancing of competing values


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Embedded in Mission Statements

University of Texas at El Paso

As a public university, UTEP is committed to providing access and opportunity to the people of the El Paso region and the State of Texas.


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Western Governors University

The principal mission of Western Governors University is to improve quality and expand access to post-secondary educational opportunities by providing a means for individuals to learn independent of time and place and to earn competency-based degrees and other credentials that are credible to both academic institutions and employers.


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University of Michigan-DearbornDivision of Enrollment Management and Student Life (EMSL)

As a team of educators, advocates and providers of first-class resources, EMSL is committed to:

•Attracting, enrolling, retaining, and graduating students of high quality by providing a supportive and inclusive educational environment•Collaborating with the campus and metropolitan communities to achieve the University’s goals•Promoting accessible and diverse educational opportunities•Empowering and engaging students through experiential education


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Examples of Access Efforts on a College Campus

hnu.edu/admissions/collegeAccess.html

New Initiative for College Access was created with the belief that institutions of higher learning have a profound responsibility to low income and under served students in our community.


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Examples of Access Efforts on a College Campus Thinking about Tomorrow Program

-Originated in 2005 as a pre-cursor to statewide efforts-Designed to expose students to college earlier-Components

-Website [umd.umich.edu/tomorrow]-Communications-On-Campus Events


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Where/how does access live within

your school?


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OLD MODELRecruitment and Retention

NEW MODELAccess and Success

Basics of College Access

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College Access Movement

Definition:

Efforts at all levels to increase the likelihood that students will graduate from high school fully prepared to enroll and succeed in college.


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College Access: Major Stakeholders

Lumina FoundationThe Kresge FoundationThe Bill and Melinda Gates FoundationU.S. Department of EducationThe Education TrustCollege Board’s NOSCANational College Access Network (NCAN)GEAR UP/TRIO ProgramsNational College Advising Corps (NCAC)


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College Access: 4 Buckets


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Examples/trends – Converging on basic valuesMoving from programs to ne More data-drivenMCAN and LCANs

Shared Vision of College Access

•College is postsecondary education: The movement uses the term "college" to refer to the attainment of valuable postsecondary credentials beyond high school, including professional/technical certificates and academic degrees.•College is a necessity: Postsecondary education is a prerequisite to success in a knowledge-based economy. Everyone must pursue and complete a postsecondary credential or degree beyond high school.•College is for everyone: The postsecondary education attainment rates among low-income students and students of color are significantly lower than those of other students. The movement is committed to closing these gaps.•College is a public good: Postsecondary educational opportunity and attainment are critical to a just and equitable society, strong economy, and healthy communities.


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OLD MODELPrograms

NEW MODELNetworks

• Federally funded programs like GEAR UP and TRiO

• Community based organizations• Scholarship programs

• Cross-sector leadership alliances and collaboratives

• “Collective Impact”• National, State, and Local

College Access Networks


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OLD MODELOutputs

NEW MODELOutcomes

• # of students receiving tutoring• # of applications filed• # of students served at College Goal Sunday event• # of parent workshops held• # of seniors planning to go to college on exit survey

• % of students exceeding national ‘college-ready’ benchmark scores

• % of students completing college admissions applications, by school type

• % of students who complete and submit a FAFSA form• % of students who enroll within 6 months of high

school graduation• %of students placed into English/Math remedial

courses • Year-to-year student persistence• Degree completion with six years


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Michigan College Access Network Timeline

Cherry Commission

Report released

Michigan receives federal CACG

2004 2008Governor’s

Office announces

MCAN at Summit

2009MCAN joins

KnowHow2GO

2009Kresge

Foundation makes $1

million donation to

MCAN

2009

MCAN forms first Local

College Access

Networks

MCAN receives $2 million state

appropriation

2010 2012MCAN exits Governor’s

Office & becomes non-

profit org.

2010Michigan

loses CACG due to

violation of Maintenance

of Effort

2011Support 50+

LCANS across the

state

2012+

Parallel Lives

There is now an opportunity and obligation to align these intersecting movements.


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Defining “Strategic Access Management”A Proposed Definition

Beyond just a promise to be accessible, strategic access management (SAM) is a organized approach of ensuring that the widest possible number of future students have an opportunity to enroll prepared to succeed in your college or university.

SAM requires the same key principles of SEM.

Leadership andKey Principles

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Network Leadership

•A new concept•Can have an impact on SEM•Grounded in collective impact, community organizing, & coalition building•Emerging practice in SEM•“Global level of educational practice”•Example: National College Access Network


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Using Dolence’s Critical Success Factors

•Leadership•Strategic Planning•Comprehensiveness•Key Performance Indicators (KPIs)•Research•Academic Foundation•Information Technology•Evaluation

ApplyingPrinciples:

A 3-Part Case Study

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SEM Meets SAM: Strategic Access Management and What It Means for Colleges and UniversitiesSEMSAM

Introducing…

ACCESS PROJECT ACE ENROLLMENT

State College Access Network

Local College Access Network

-MCAN’s Role-UM-Dearborn’s Role

College/University


LEADERSHIP


Provided structure, funding, and technical assistance to create LCANs

Executive Leadership Team agreed on shared vision

LCAN Common Agenda•Shared, clear vision•Goals•Sign off by cross-sector team

Vice Chancellor support and buy-in


STRATEGIC PLANNING


Collaborative Action Planning

Used data to create a strategic plan to boost local FAFSA Completion Rates

Vision 2020 Strategic Plan

Enrollment Plan

LCAN High Schools # of

Seniors

# of FAFSA Completed

*

FAFSA completion

RateHigh School #1: Wayne Memorial 342 185 54%High School #2: John Glenn 448 208 46%High School #3: Inkster 287 117 41%High School #4: Romulus 302 127 42%TOTAL FAFSA COMPLETION RATE 46%


COMPREHENSIVENESS


• Coordination• Alignment• Mapping Assets• Embed Existing

Systems

Cross-sector leadership team with shared accountability for meeting goals

Integrated focus

Shared responsibility for integrating and implementing the strategic plan


KPIs: Dashboards


MCAN Dashboard Metrics LCAN Dashboard Metrics

•Aspiration by 8th grade•ACT College-Ready Benchmarks•FAFSA Completion•College Enrollment•College Completion•Community Attainment

UM-Dearborn Metrics

•Yield•Diversity•College Retention•College Completion


RESEARCH: Analyze data to inform strategies


Example:

Reports on lack of counselor training for Professional Development as key strategy

Use data to drive decisions on priorities –

Example: Using adapted Six Sigma framework to identify FAFSA Completion as a challenge and opportunity

Use of National Student Clearinghouse Data

High School Progress Reports

ACT College Readiness Benchmark Data


ACADEMIC FOUNDATION


Goal 2025: Degree completion = ultimate goal

% of students meeting ACT College-Ready benchmarks as key metrics

Student academic success

Student Success Center

Degree completion


INFORMATION TECHNOLOGY: Information Systems


www.MISchoolData.org

Center for Educational Performance and Information (CEPI)

Coming Soon…

WEST

Student Information Systems

Customer Relationship Management Tools (CRM)

Signal Systems

http://www.mischooldata.org/


Evaluation: Assessment of Effectiveness


Dashboard Metrics – Year-to-Year Progress

Continuous Improvement Learning Outcomes

Assessment of strategy effectiveness


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Common Themes in SEM + SAM Practice

•Shared Responsibility•Tensions

• Between access and success• Within success• Within enrollment management communities

•Equity matters•Long Haul


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StrategicStrategicEnrollmentEnrollmentManagementManagement

CollegeCollegeAccessAccess

TheStudent


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Recommendations for Colleges/Universities

•Know what kind of access networks (if any) are developing in your state/community •Take a leadership role within local college access strategies•Be the bridge between K-12 and Postsecondary Education•Be the broker of data•Re-evaluate your strategic plan through the lens of access

Discussion

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How can you accomplish SAM and SEM in your area/at your school?


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Contact Info

Brandy JohnsonMichigan College Access [email protected]

Christopher TremblayUniversity of [email protected]

mailto:[email protected]

mailto:[email protected]


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Websites/ReferencesOrganization URL

Michigan College Access Network micollegeaccess.org

Project ACE careertransitionsinc.org/indexA.html

Kalsbeek 2005 articleStrategic Enrollment Management (SEM)and the Challenge of Access: Truth or Dare

depaul.edu/emm/_downloads/2005_Kalsbeek_ACCESSandSEM_v2.pdf

Thinking About Tomorrow Program umd.umich.edu/tomorrow

National College Access Network collegeaccess.org

Holy Names University hnu.edu/admissions/collegeAccess.html

SEM Meets SAM: Strategic Access Management and

What It Means for Colleges and Universities

22nd Annual SEM ConferenceOrlando, Florida

SEMSAM

Presented by Brandy Johnson and Christopher Tremblay

Documents

SEM Meets SAM: Strategic Access Management and What It Means for Colleges and Universities