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Responding to Changes in Student Demographics: An Agenda for the Future Tim Gilmour

Responding to Changes in Student Demographics: An Agenda for the Future Tim Gilmour. Demographic Challenges for Wilkes. Traditional high school graduate population: 10% decline to begin Fall 09 60% drawn from 13 Northeastern PA counties Minority proportion growing

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Responding to Changes in Student Demographics: An Agenda for the Future Tim Gilmour

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  1. Responding to Changes in Student Demographics: An Agenda for the Future Tim Gilmour

  2. Demographic Challenges for Wilkes • Traditional high school graduate population: • 10% decline to begin Fall 09 • 60% drawn from 13 Northeastern PA counties • Minority proportion growing • Significant opportunities in adult continuing education • Established programs for educators • Needed to expand program mix

  3. Sticking out in the crowd • Launched mentoring brand with appeal to broad socio-economic and demographic range • Smart copy tone • Unique graphic treatment • Advertising campaign featured one-to-one recruiting of individual students— “Majority of One”

  4. How Branded Ad Campaign Worked • Micro message in a macro market • Wilkes targeted geographic areas for enrollment • Interviewed students from areas to determine what made them unique • Developed creative that spoke directly to students • Used conventional and unconventional media (cable tv, pizza boxes, fortune cookies) to deliver messages • 2.5 million impressions

  5. Show Don’t Tell building mentoring communities Launched online community for students to build relationship Incoming students assigned an e-mentor

  6. Mentoring – Living the Brand TimingPre-matriculation& First Semester First Year First Semester Sophomore through Senior year Mentor Student Leader First-year advisor Freshman Foundation Instructor Research Professor of Upper-class peers Opportunity E-Mentoring & Orientation First-year Academic Advising Freshman Foundations Undergraduate Research UndergraduatePoint of Mentoring

  7. Mentoring – Living the Brand Mentor Site Supervisor, Dept coop liaison, Coordinator Coop Ed Capstone Faculty Dept. Faculty Upper Class students Alumni Timing Sophomore through Senior year Senior Year 1st through senior years Opportunity Experiential Education Senior Capstone Experience Academic Dept Relationship UndergraduatePoint of Mentoring

  8. 2003 2004 2005 2006 2007

  9. Targeting the Right Students • Helped reduce discount rate • Increased retention rate 2005 2006 2007 2008

  10. Grow Minority Enrollments • Targeted high schools with non-Caucasian populations in suburban areas • Began a special scholarship program for low socio-economic status students

  11. Center for Global Education and Diversity • Created in 2008 to address global education and diversity university wide • Combined a number of existing functions and added new ones into a single office.

  12. 2003 2006 2007 2004 2005 2008

  13. 181 159 131 119 92 2003 2004 2005 2006 2007

  14. 2006 2003 2004 2005 2007

  15. Meeting Demand for Graduate Adult Education • Growth in programs for educators • –2004 – 5 masters programs • –2008 – 10 masters programs plus Doctorate in Educational Leadership • Refocused programs on emerging needs • –New teachers need technology training • - Programs feature learning embedded in educators’ workplace

  16. Strategic Partnerships in Education for Rapid Deployment • Discovery Education – leader in streaming classroom videos • Performance Learning Systems – leader in professional development • Learning Sciences International • Alliance with PA Association for School Business Officials

  17. Meeting Demand for Graduate Adult Education, cont. • Launched MFA in Creative Writing • Developed accelerated and web-based Bachelor’s of Business Administration • Currently developing certificates and degrees in Environmental Engineering, Communications and Integrative Media

  18. New Delivery Formats • Online and hybrid formats have allowed Wilkes to gain a national presence and deliver programs in India and China • Need staff dedicated to development of formats and training faculty in online learning

  19. 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09* * Full credits not reported

  20. 2003-04 2004-05 2006-07 2007-08 2005-06 2008-09* * Full credits not reported

  21. 2003-04 2004-05 2007-08 2008-09* 2005-06 2006-07 * Full credits not reported

  22. 2007 2004 2006 2005

  23. Net Tuition, Fees, Room & Board Revenue(in thousands)

  24. Declining Localized Pool of Traditional Students; Increasing Diversity • Response: Intensify recruiting outside traditional service area; international recruitment • Reduce discount rate • Increase from 2003 to 2007 • New York 77 to 127 (historic strength in southern tier) • New Jersey 144 to 252 (strong exporter of students) • International student 5 to 37

  25. Making Wilkes Reflect the World • Started campus traditions started like Interdependence Day, Annual Multicultural Award Ceremony • Increased training for resident assistants • Ongoing assessment to determine impact on competencies in global issues • Wilkes’ classrooms more closely reflect the world

  26. Thank You Tim Gilmour President, Wilkes University joseph.gilmour@wilkes.edu

  27. 2006 2003 2004 2005 2007

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