Building Enrollment Strategies for Long-Term Success in a Turbulent Higher Education Environment

A strategic enrollment planning case study

How do you build enrollment strategies for the long-haul when higher education can expect bumps to come? After four years of flat enrollment, a mid-sized Southwestern public university tried a new approach. They did enrolled more students…but revenue went down.

Between 2014 and 2015, enrollment increased by 12 percent, but net tuition revenue (NTR) dropped by 10 percent.

Collaborative, diversified planning

Upon realizing the tradeoff of students for income, the University engaged RNL’s Strategic Enrollment Planning consultants to help develop a more sustainable approach. Working with campus leaders, we conducted a situation analysis, combed through data, engaged 70 campus members working in eight committees, and produced 143 initial enrollment ideas. Of those, 18 were ultimately presented to the university cabinet in a “Shark Tank” like process. Twelve strategies were approved for funding through a $1 million dedicated venture fund.

And here’s where even great plans meet real-world turbulence. Of the 12 approved action plans:

• 8 were successful
• 1 never launched
• 2 did not succeed, and
• 1 was transformed into something slightly different

A 442% Return on Investment

Not every idea took flight over the two-year trial period, but of those strategies that did, the University saw a $6.6 million increase in NTR and grew enrollment by 985 students—a 442% return on investment. Campus leaders were so pleased with the results, they initiated a second round of the “Shark Tank” ideation and action planning.

Since RNL began its engagement in 2015—and through the crazy of 2020—everything at the University is up:

• Applications are up 95%
• First-time, full-time enrollment is up 49%
• First-time full-time NTR is up 73%
• Total fall enrollment is up 45%
• Total NTR is up 41%
• Student academic quality is up 3%
• Retention rate is up 6%

Sustainable enrollment strategies need options and vigilance. With the likelihood of turbulent times to come, Dr. Lew Sanborne—vice president of strategic enrollment planning at RNL—recommends a diversified plan that prioritizes a few essential strategies attended by careful evaluation and assessment.

Click here to learn more about how RNL’s Strategic Enrollment Planning.