Staying on top of the research that supports enrollment is a vital piece of keeping your strategy sharp and specific. Carving out the time and resources to do this important work, while difficult to do, can only serve your higher level goals. However, having done good research is not quite enough. Now you have to apply it.
Next up in our series about research to support strategic enrollment management efforts: How to find the time?
In my previous post, I named five specific research inputs that are common, though that list is far from exhaustive depending on your research questions. At most schools, it’s simply not feasible to keep up with all of it annually, even with the best intentions.
In my conversations with enrollment managers, we typically agree that robust research should be a priority. Then, I often hear some version of the following:
"I know I should be doing research but I'm unsure what research to do." "I know what research I want to do, but I don't have time." "I know what research I want to do, but I don't know how." "I've done some research, but I don't know how to use it."
Tuition driven schools spend a great deal of time, and rightfully so, in the world of recruitment. This is how families end up in the proverbial (if outdated) "top of the funnel", which can feel like the holy grail for strong enrollment management. It is certainly true that bullet-proof recruitment practices are vitally important to enrollment. Having a steady stream of inquiries allows you to nurture leads through the funnel and into your matriculated student base.
It was wonderful to be with the enrollment managers of the Houston Area Independent Schools today. After an overview presentation from Ian Symmonds, I led sessions regarding putting the theory of Strategic Enrollment Management into practice. Slides from my presentation can be found here: Advancing the SEM Program HAIS 2016.
Thank you to HAIS for inviting me to this great event!
I am really looking forward to co-leading a day long workshop with Ian Symmonds on Strategic Enrollment Management for the enrollment managers of the Houston Area Independent Schools. Ian will provide an overview of SEM, and I'll be leading sessions that put the theory into practice. Participants will leave with a deeper understanding of strategic enrollment management as well as actionable steps to advance their own strategic enrollment programs.