University Business - January 2011 - (Page 59)

By Howard and Matthew Greene enrollment strategies continued to increase across the board, overall admission office budgets trended lower, with 28 percent of offices reporting decreased budgets in 2009 versus 2008, 44 percent reporting no change, and 29 percent reporting an increase (compared to 42 percent reporting an increase from 2007 to 2008). In the realm of public colleges and universities, which enroll the large majority of students, we know that the 2008 recession “dramatically reduced state revenue and ended the growth in state and local support achieved between 2004 and 2008,” as stated in the 2009 finance report from the State Higher Education Executive Officers. Federal funds were used in some cases to supplement the loss of state dollars, but states saw an increased reliance on tuition revenue. Coping Strategies In handling such trends and challenges, admission offices have adopted a number of strategies. These include enrollment efforts based on “snap apps” marketed to vast numbers of students, decreased travel (to meet potential students as well as their peers at conferences), increasing use of technology and web applications versus fancy new viewbooks, outreach to independent counselors, universitybusiness.com and new financial aid initiatives. At Lake Forest College (Ill.), there have been efforts to fully integrate online applications into the admissions database, shares Bill Motzer, vice president for admissions and career services. Putting money up front into technology, officials believe, can save time and staff resources in the future. Lake Forest has been using a more extensive network of alumni volunteers, helping to limit staff travel time, and the college has established an admissions representative in Denver, covering the Rocky Mountain region and the West Coast. Colorado College admissions officials are also working through travel issues. Mark Hatch, vice president for enrollment management, says his budget has forced continued pull-back on administrator travel. It’s a reality admissions officers can feel torn over. “We are deeply passionate about the kids in our backyard, and are beating the bushes there, but we also recognize that students in other areas have a lot of choices and we can’t neglect those markets,” he says. Spending Wisely Recruitment dollars being spent today must be spent wisely. From our perspective working with families on a daily basis, certain January 2011 | 57 http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - January 2011

University Business - January 2011
Contents
Editor’s Note
College Index
Company Index
Advisory Board
Behind the News
Sense of Place
Viewpoint
Money Matters
Guide to Financial Services
Human Resources
Community Colleges
Take Ii Tablets
Pilots Taking Off
Today’s Admission Office Budget
What’s New
End Note

University Business - January 2011

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