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Article Type

Professional Proficiency

Article Abstract

Related Issue:

This article explores implementation of strategic enrollment management (SEM) at a two-year college and why SEM is critical to the long-term viability of an institution. This article also outlines the five initial steps needed to implement SEM, including identifying SEM leadership, building a SEM committee, developing a common understanding of SEM, building SEM goals that recognize the institution’s strengths and weaknesses, and dedicating resources for SEM. Additionally, the article delves into data collection and data analysis methods to form goals, strategies, measures, and key performance indicators (KPIs) as part of a well-developed SEM plan. Finally, the article concludes with a focus on six project goals other institutions can adopt as they pursue their own SEM initiative.

Author(s)

Landon K. Pirius is the vice president of Student Affairs and Enrollment Management at North Hennepin Community College. Following his undergraduate degree in Russian studies and environmental studies from Gustavus Adolphus
College, he completed his M.A. and Ph.D. in educational policy and administration from the University of Minnesota. Prior to his current position he served as dean of students at Inver Hills Community College and as adjunct faculty at different
institutions.

At North Hennepin, Landon provides leadership and direction for Student Affairs, including strategic enrollment management, student services, and institutional research. Landon is committed to building a culture of data, strategic planning, and
continuous quality improvement. He provides leadership for the institution-wide strategic enrollment management plan, which received the 2013 Minnesota State Colleges and Universities (MnSCU) Innovative Student Affairs Program award. In his 15-year
career in higher education, Landon has been dedicated to improving student success and ensuring the long-term viability of the institution.

References

Black, J. 2008. Enrollment Management: A Systems Approach. Greensboro, NC: SEM WORKS.

Bontrager, B. 2004. Enrollment management: An introduction to concepts and structures. College and University. 79(3): 11–16.

Bontrager, B., and B. Clemetsen. 2009. Applying SEM at the Community College. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Bontrager, B., and A. Moore. 2009. Implementing SEM at the community college. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen, 181–197. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Bontrager, B., and K. Pollack. 2009. Strategic enrollment management at community colleges. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Clemetsen, B., and J. Rhodes. 2009. What is a successful community college student? In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Clemetsen, B. 2009. Strategic Enrollment management and instructional division. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Green, T. 2013. Retention plans: Why they fail and how we can fix them. Strategic Enrollment Management Quarterly. 1(2).

Hossler, D., and D. Kalsbeek. 2013. Enrollment management and managing enrollments: Revisiting the context for institutional strategy. Strategic Enrollment Management Quarterly. 1(1).

Kerlin, C., and W. Serrata. 2009a. Data and decision making. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Kerlin, C., and W. Serrata. 2009b. Strategic enrollment management and campus leadership. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Kilgore, W., and K. Sharp. 2009. Supporting a SEM plan: Role of technology. In Applying SEM at the Community College, edited by B. Bontrager and B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Page, L., and S. Brin. 2004. 2004 Founders’ IPO Letter: ‘An Owner’s Manual’ for Google’s Shareholders. Mountain View, CA: Google.

Sharp, K. 2009. Strategic enrollment management’s financial dynamics. In Applying SEM at the Community College, edited by B. Bontragerand B. Clemetsen. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Wallace-Hulecki, L., and A.T. Seagren. 2013, April. Managing Change with Strategic Enrollment Management (SEM). Paper presented at the 22nd Annual Chair Academy International Leadership Conference, Phoenix, AZ.

Yale, A. 2010. Expanding the conversation about SEM: Advancing SEM efforts to improve student learning and persistence—Part II. College and University. 85(4): 28–38.

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