Scannell & Kurz Enrollment Management Blog

Have you checked what they’re saying about you lately? - Monday Musings
As institutions continue to develop social media strategies, a surprising number overlook the need to regularly monitor the “word on the street” about their institution. As is often the case in higher education, we focus internally on our planning and “management” of social media, forgetting that we have little control over most such venues. Add to that the growing number of publically available college “rating” sites (which we talked about in our December 2012 University Business article, Transparency Run Amok), and keeping up with your public image, let alone combating anything negative, can be a part time job, if not a full-time one. So if you haven’t checked lately on what is being said about you in blogs, on Facebook, in…Read more

“If you build it...” - Monday Musings
[Note: This post is provided by Mike Williams, President of the Austen Group, which recently became part of RuffaloCODY. The Austen Group provides institutional research and analysis to private colleges and universities in the areas of curriculum and cost, inquiry to enrollment modeling, and retention.] The story of the National Labor College (Inside Higher Ed, November 14, 2013) is a sad and unfortunate one. The closing of any college, regardless of size, diminishes the diversity of American higher education. The current, and presumably last, president of National Labor, Paula Peinovich, offers a heartfelt warning to her presidential peers: “Don’t build fancy buildings without a business model that works. Don’t build a lot of buildings.…Read more

2014 Enrollment Management New Year’s Resolutions - Monday Musings
Here are this Year’s Resolutions: Make sure you have a professional development plan for your key enrollment management leaders. You should know their professional aspirations, and be sure they have a plan to develop their direct reports. Conduct constructive, productive annual reviews with a specific game plan for the coming year. If you just go through the motions, that’s all you get – random motion, not concerted movement. Ensure that your recruiters are traveling in a disciplined, data-driven fashion. Territory managers need goals with year-to-date and end-of-year comparisons. These managers should have empirically defined primary, secondary and tertiary markets and should develop a relationship marketing plan for each. Plan…Read more

Making the Most of the Visit Experience - Monday Musings
Who knew that wine tastings would cause me to think of work?! But sure enough, on a summer trip to wine country in Sonoma, CA, I couldn’t help but think of the comparison to campus tours. As your campus is making plans for visits after the first of the year, perhaps these comparisons will provide food for thought on making sure the experience is the best it can be for your guests. During that week in Sonoma, our “tour guide” at each winery played a significant role in the enjoyment of the experience, and ultimately, of the wine. We all know how important the tour guide is on a campus visit. A welcoming and engaging tour guide leaves a lasting, positive impression on a prospective student. It’s no different at a winery, or in the case…Read more

It’s Not Just About the Money (But It Will Be If You Let It), Part 2 - Monday Musings
[Note: This week’s post is the conclusion to Kathy Kurz’ entry from last week, talking about how to make the case for your institution’s value proposition.] In addition to knowing yourself and knowing your graduates: Third, know your competition. How do they talk about their programs? Can you provide compelling evidence that the attributes of your programs that are distinctive compared to your competition add value for your graduates? Previous S&K posts have highlighted the importance of collecting data from the National Student Clearinghouse on where admits who did not enroll at your institution ultimately matriculated.Use this information to determine if there are specific academic majors where you “lose” to a particular institution…Read more