Listed below are eight measures of enrollment management effectiveness. To assess the state of enrollment management at your school, review each measure and assign a grade:
A = Impressive results
B = Very good performance
C = Good effort, average performance
D = Improvement needed
F = Low performance
____ 1. Size and composition strategy: Board members and senior staff have a shared understanding of your strategy concerning school size and composition. This includes an analysis of what constitutes full capacity, budgeting targets, and possibly grade/section configuration. These variables are understood in relation to different staffing and overhead models.
____ 2. Bottom-line net tuition: Revenue from tuition meets budget targets your trustees and head of school have set.
____ 3. Admission goals: Your school has a comprehensive process to collect and analyze admission data to track trends in inquiries, visitors, applications, acceptances, quality indicators, and yield statistics. You understand your market niche and potential. You have sufficient selectivity to enroll only the students you are prepared to serve well. The financial aid budget and tuition discount rate meet bottom-line enrollment goals and desired sub- targets (geographic, socioeconomic, students of color/international students, and special- interest groups). You meet yield targets.
____ 4. Quality of new students: Your school
sees improvements judging by newly enrolling students’ personal and academic admission ratings or qualifications (GPAs, recommendations, etc.), interview ratings, and test scores (from ISEE, SSAT, etc.).
THE NAIS ENROLLMENT MANAGEMENT HANDBOOK
____ 5. Quality of admission process: Surveys about and internal reviews of admission procedures affirm that they are timely, personal, friendly, responsive, helpful, fair, and efficient.
____ 6. Retention status: The school meets or exceeds retention goals. Enrollment success stories are compelling. You track enrollment statistics by gender, grade, day/boarding status, and diversity. When students leave, you monitor the reason(s) for withdrawing. Faculty satisfaction with student quality is high. The student community is perceived positively as measured by survey research or faculty and administrators’ assessments.
____ 7. Enrollment management structural effectiveness: The head of school and chief enrollment management officer have a strong working relationship. The chief enrollment management officer is an integral part of
the senior administrative team. Key research updates are shared with decision makers. Regular meetings occur among division leaders, the dean of students, academic dean, faculty, students (tour guides and student hosts), alumni, current parents involved in admission activities, and admission staff.
____ 8. Clarity in communication and marketing: Messaging is based on a clear image of
the school. Admission and advancement publications and parent communications are consistent with the school brand. Your school community buys in to the school’s marketing program.