enrollment

Strategic Enrollment Planning – new second edition of book released by Ruffalo Noel Levitz

Lewis Sanborne

Vice President

August 15, 2016

If you heard a cheer in mid-July that appeared to be coming from a Ruffalo Noel Levitz strategic enrollment planner near you, you were hearing the celebration that signaled the arrival of the second edition of Strategic Enrollment Planning: A Dynamic Collaboration. It’s been four years (2012), since we published the first edition, under the editorship of Dr. Jim Hundrieser.

Why focus on strategic enrollment planning?
The higher ed landscape is changing fast, and sticking to enrollment planning methods from the past will likely not yield the kind of results most college and university leadership teams are looking for. Participation rates for direct from high school students are actually in decline, and combined with shifting demographics overall, we are in a zero-sum environment. Every bit of enrollment growth for one institution is likely to mean a corresponding decline at another. Competition is increasingly fierce, and not just for traditional, on-ground students.

What’s in the new book edition?
Strategic Enrollment Planning: A Dynamic Collaboration, 2nd edition, provides a roadmap for navigating the shifting higher education terrain. It does not describe a magic formula, and certainly not every institution is ready to embark on the process. But for those who are, and who have the leadership and drive to see the process through, it can help shift a degree of control back to the institution.

Every chapter in this second edition has been updated, not only to reflect the most recent trends in higher education, but to better align with the best practices we are applying with our campus strategic enrollment planning partners. Our full- and part-time consultants are constantly learning about what works, both relative to enrollment planning and to organizational development. Those insights and improved practices are all reflected in the second edition.

Two new chapters appear in the second edition: one focused on financial aid, pricing, and positioning, and another focused on attracting and retaining adult, online, and graduate students. We also included a fresh introduction and new concluding chapter.

Chapter 1 sets the historical stage for higher education, exploring major trends and considering the future. Chapters 2-8 describe the nuts and bolts of strategic enrollment planning, from building the culture, planning the process, identifying key performance indicators and collecting data, through strategy identification, goal setting, continuation, and additional steps in between. Chapters 9-13 serve as a primer of enrollment planning fundamentals: marketing, financial aid and pricing, recruitment, student success, and reaching and serving non-traditional populations. The conclusion, chapter 14, applies vignettes from actual SEP cases to consideration of campus readiness and implementation of the SEP process.

Order the second edition today
The book is available here on the Ruffalo Noel Levitz website, and I would be happy to discuss it with you. Just drop me a note by email.

Also, consider bringing a group of those key to SEP on your campus—chief enrollment officer, chief academic officer, chief financial officer, and your president or chancellor—to our next SEP Executive Forum. This interactive, day and a half forum will provide hands-on opportunities to get you started with SEP at your institution.

Strategic Enrollment Planning Executive Forum, December 6-7, 2016
Navigate your campus successfully through the academic, demographic, and economic challenges ahead. Join us in Boston for two days in December to begin building an effective roadmap to enrollment optimization and fiscal health. Get details and register.


About the Author

Lewis Sanborne

Dr. Lewis Sanborne is RNL's leader in strategic enrollment planning. He offers nearly three decades of experience in higher education and enrollment management, with a range of expertise including annual, and strategic enrollment planning, student...

Read more about Lewis's experience and expertise

Reach Lewis by e-mail at Lewis.Sanborne@RuffaloNL.com.


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