Increase Graduate School Enrollment through Strategic Enrollment Management

Changing Higher Ed

In this episode, Dr. Justin Grimes, founder and CEO of Stick With It and Apply to Graduate School, shares his expertise on enhancing graduate school enrollment through strategic enrollment management (SEM). Drawing on his extensive experience in higher education and diversity, equity, and inclusion in graduate education, Dr. Grimes offers practical strategies and insights for institutions looking to navigate and improve their graduate enrollment processes.

Key Discussion Points:

The State of Graduate Enrollment:

· Recent reports show a 6.9% decrease in graduate enrollment over the past decade, with engineering experiencing a 16.1% drop.

· This decline is notably significant among underrepresented minority and domestic students.

Differentiating Recruitment and Enrollment:

· A clear distinction between graduate admissions (reviewing applications and making enrollment decisions) and recruitment (actively attracting and engaging with prospective students).

· Effective recruitment involves orchestrated communication and marketing to a diverse group of potential students.

Marketing, Sales, and Value Proposition:

· Institutions must understand their value proposition and ensure public perception aligns with their identity.

· Marketing strategies should target potential students and clearly communicate the benefits and outcomes of the graduate programs.

Strategic Enrollment Management (SEM):

· SEM is a comprehensive process to achieve optimal recruitment, retention, and graduation rates.

· It encompasses marketing, recruitment, and admissions, considering the academic context of the institution.

Stages of the Enrollment Funnel:

· An outline of various student types in the enrollment funnel: Potential Students, Prospective Students, Applicants, Admitted Students, and Enrolled Students.

· Each category requires tailored strategies and communication.

Pathway Opportunities and Community Partnerships:

· Establishing partnerships with community colleges, HBCUs, and other organizations can create seamless transitions for underrepresented students into graduate programs.

· Examples include FUSE at the University of Georgia and the Graduate Feeders Program at Florida A&M University.

Recruitment Strategies and Data:

· Utilizing data to understand trends, gaps, and future directions is crucial.

· Institutions should analyze their demographics, faculty representation, and peer comparisons to identify areas for improvement in diversity and inclusion.

Differences Between Recruiting for Masters and Doctoral Students:

· Master’s recruitment should focus on the immediate career benefits and ROI, while doctoral recruitment should emphasize research opportunities and expectations.

Three Key Takeaways for Higher Education Presidents and Boards:

1. Allocate student resources effectively to support areas crucial for student success, like counseling, childcare, and housing.
2. Analyze data to identify equity issues, especially in funding, and understand recruitment trends.
3. Develop a strategic plan to address recruitment needs, involving alumni, faculty, staff, and community partners.

Final Thoughts

This episode provides valuable insights for higher education leaders looking to enhance their graduate school enrollment strategies. Dr. Grimes' expertise offers a comprehensive understanding of SEM, emphasizing the importance of tailored recruitment, strategic partnerships, and data-driven decision-making in increasing graduate school enrollment.

Read the transcript on our website →

About Our Podcast Guest

Dr. Justin Grimes is a distinguished educator deeply committed to equity, social justice, liberation, storytelling, service, and healing. Raised in the dynamic community of Little Rock, Arkansas, his experiences have profoundly influenced his dedication to extending grace, fostering understanding, and addressing issues of injustice.

Academically, Dr. Grimes holds a comprehensive educational background, including an undergraduate degree in Computer Information Systems with a Minor in African American Studies and a Master's in Workforce Development Education from the University of Arkansas at Fayetteville. He furthered his expertise by obtaining a Ph.D. in Counseling and Student Personnel Services (College Student Affairs Administration) from the University of Georgia.

As the visionary founder and CEO of Stick With It, LLC, and Apply to Graduate School, Dr. Grimes spearheads an education and consulting enterprise that facilitates connections between individuals and organizations, offering insights and resources on Diversity, Equity, and Inclusion (DEI) and Graduate Education. His work assists individuals in navigating career and education decisions and provides strategies to propel them toward success.

About the Host

Dr. Drumm McNaughton, host of Changing Higher Ed® podcast, is a consultant to higher education institutions in governance, accreditation, strategy and change, and mergers. To learn more about his services and other thought leadership pieces, visit his firm’s website: https://changinghighered.com/.

The Change Leader’s Social Media Links

• LinkedIn: https://www.linkedin.com/in/drdrumm/
• Twitter: @thechangeldr
• Email: [e-mail]

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