About the University of South Carolina

1. The Magic Mix: How People, Programs, Data and Technology Helped the University of South Carolina Achieve Enrollment Success AACRAO Strategic Enrollment Management Conference November 6, 2012 Scott Verzyl Kip Howard Dr. Mary Wagner Elizabeth Orehovec

2. About the University of South Carolina • Flagship campus founded in 1801 • Located in the state capital – Columbia, SC • Carnegie Foundation’s highest research designation • Multi-campus system with decentralized administrative offices • Total Columbia enrollment: 30,721 • Residency ratio: 65% in-state/35% out-of-state

3. Where We Were in 2004: Enrollment Management • Kip Howard hired as Assistant Vice Provost for Enrollment Management • Scott Verzyl hired as Director of Undergraduate Admissions The mission of the department is to plan, implement and evaluate programs and services which support student enrollment and success at the University of South Carolina -Columbia. The department will also assume a campus-wide leadership role in enrollment related matters.

4. Where We Were in 2004: Guiding Principles • Supporting the mission and vision of USC • Providing programs and services which strive for excellence in content and delivery • Recognizing and valuing the importance of communication, collaboration and coordination within the department and with all university constituents • Acquiring and maintaining professional expertise within each unit and sharing this expertise with the university community • Educating the university about enrollment management issues and their relevance to student achievement • Maintaining the highest standards of ethical conduct as defined by the university and departmental professional associations.

5. Where We Were in 2004: 5-Year Enrollment Goals • Increase overall undergraduate enrollment by 75 students per year • Increase freshman class size by a total of 50 new students per year • Increase the number of African American freshman by 15 students per year • Increase the inner quartile SAT ranking of new freshmen incrementally by a combined total of 60 points • Develop a special residential program for high-ability students below Honors College level, beginning at 300 new students and increasing to 425 by 2010 • Increase four year graduation rate from 39.8% to 47% • Increase six year graduation rate from 63.6% to 67%

6. Eight Years Later, We Have Exceeded Enrollment Goals * tentative until final data is released

7. Eight Years Later, We Have Exceeded Enrollment Goals

8. Eight Years Later, We Have Exceeded Enrollment Goals

9. Eight Years Later, We Have Exceeded Enrollment Goals

10. Eight Years Later, We Have Exceeded Enrollment Goals

11. Eight Years Later, We Have Exceeded Enrollment Goals

12. How We Got Here: Overview • Organizational Change • Institutional Support • Innovative Programmatic Changes • Enhanced Recruitment and Marketing • Advancements in Technology and Infrastructure • Utilization of Data, Market Research, and Measuring ROI

13. How We Got Here: Organizational Change

14. How We Got Here: Programmatic Changes/Enhanced Marketing

15. How We Got Here: Programmatic Changes/Enhanced Marketing

16. Managing Our Increase

17. How We Got Here: Technology and Infrastructure

18. Utilization of Data, Market Research, and Measuring ROI • Historical data • Past enrollment numbers • Historical SAT/ACT data • Descriptor Plus – Geodemographic tagging • Future market outlook • Predictive modeling • High school graduation rates • Population Data • Competitor analysis • EPS/EIS • National Clearinghouse • Secret shopping

19. Utilization of Data, Market Research, and Measuring ROI • Market research projects • Web survey with juniors and seniors • Print publication survey and focus groups • Guidance Counselor survey • Measuring return on investment • Event evaluations • Recruitment travel assessment • Blueprint for Performance Excellence

20. Big Picture Analysis

21. Market Segmentation and Return on Investment

22. Data-Driven Decision Making

23. Enrollment Summary: 2004 to 2012

24. More Than Just Admissions • Registrar • Joined Enrollment Management in 2006 • Policy Review / Probation • GPS – Graduation Planning Service • Visitor Center • Visitor center traffic has doubled • Personalization of the visit experience • Career Center • Student development model • Focus on internships • Assessing where our students go after graduation • Building relationships with companies worldwide

25. More Than Just Admissions • Financial Aid • Manage increased demand while complying with federal mandates • Leverage scholarships for maximum net tuition revenue • Focus on Retention • Hired Director of Retention • On-going collaboration with academic departments • Identifying ways to improve student retention and graduation • Student Success Center • Collaboration to ensure student success • Cross-campus advising • Tutoring, Supplemental Instruction (SI), and academic coaching

26. Final Thoughts and Questions