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Article Type

Professional Proficiency

Article Abstract

Related Issue:

The field of strategic enrollment management has become increasingly invested in data-informed practices. In 2015, The College at Brockport, State University of New York implemented a recruitment strategy that incorporated both predictive analytics and customer relationship management (CRM) technology. This effort both reduced budget expenditures and yielded the largest incoming first-year cohort in over 30 years. A step-by-step pragmatic approach is introduced to allow key enrollment management leaders the ability to understand how to seamlessly integrate statistical modeling with constituent relationship marketing platforms. By providing key components related to design, development procedures for statistical model development, and outcomes, SEM managers can utilize the knowledge gained from this primer in their SEM efforts.

Author(s)

Randall Langston serves as the assistant vice president for enrollment management at the College of Brockport, State University of New York, where he provides leadership to the Admissions, Financial Aid, Registration & Records, and the Academic Advisement areas within the Enrollment Management and Student Affairs division. In his role at Brockport, Randall is responsible for initiating strategic high-level discussion surrounding campus-wide enrollment management issues, preparing enrollment and revenue projections collaboratively with other departments on campus, interpreting predictive modeling, and collaborating on institutional financial aid leveraging strategy for new and continuing students. Randall earned a bachelor’s degree in 1994 from Sam Houston State University in Texas and a master’s degree from Texas Tech University in 1995.

David Loreto is the Assistant Director of Admissions at The College at Brockport, State University of New York and brings over 12 years of enrollment management experience from the private and public sectors. He holds a Bachelor’s degree in Business Administration from SUNY Geneseo (NY) and a Master’s in International Business from D’Youville College (NY). Dave is responsible for system administration & maintenance of CRM platform, development and coordination of multi-channel student communication plans, and other digital recruitment initiatives. He presents on a number of topics including statistical predictive modeling, Google Analytics, and CRM technology and has published research related to international student recruitment.

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