51: Increasing Student Yield at University of Miami w/ Jay Jacobs

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Jay Jacobs, Director of Enrollment Management and Admission Operations at University of Miami discusses their multi-tiered approach to increasing student yield.

You're listening to enrolment growth,university from helic education, the best professional development podcastfor higher education leaders looking to grow in Roment at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to Enroman GrowthUniversity, a proud member of the connect Evu podcast network,Imericolson AVP of marketing, an helics education and were here today with jJacobs, director of Enroman Management and admission operations at Universityof Miami Ja. Welcome to the show, thanks for having me Eric, reallyexcited o Tolkwatyo today about a holistic approach to increasing yieldat your institution. Before we dig into that Jay Cand, you got the listeners alittle bit better understanding of both the University of Miami and your rolethere sure. So. The University of Miami is a midsize private instition downhere in south Florida. We have about...

...ten thousand undergraduate studentabout five to six thousand graduate students and eleven different schoolsand colleges, which really makes us unique both a kind of on the researchside, the education side, and then you know, of course, the the ClinicalHospital that we have here in Miami and throughout South Florida. It's a reallyexceptional place. We are a minority majority school with less than half ofour students. Self identifying is white, which really makes this place kind oftick and the environment here really vibrant. My role at the University ofMiami has recently shifted. I was IAN undergraduate admission, the past twoyears and now, as you mentioned on the operation side, where we're doing kindof all that back and processing, not only for undergraduate admission, alsofor financial aid, international student scholars and a handful ofgraduate programs here at the...

...university. So it's a really new rolefor me, but also a really interesting challenge and stepping stone for mypersonal career awesome. Congratulations on that Ja! Let's startout with a definitional level set for those who don't come directly from theENRORMAN management world. Can you explain the concept of yield whenreferring to an incoming class sure so yielding a student is more or lessconvincing that admitted student to enroll here at the University of Miami?So when we talk yield rate, it's the number of students who attend come oursense of state divided by the number of students who are admitted for thatentering term awesome and you tackle yield at the University of Miami Veryholistically, and I was super impressed by all the levers that you're pullingusing multiple strategies to help move the needle, let's start off with whatyou're hoping to accomplish through yield specific events. Sure. So youknow everything that we do here, not...

...not just with on the event side, buteverything that we do in enrollment management. We do ask Ourselves Thoquestion: How will this impact? How will this positively impact our yield?Of course we do on and off campus events like many of our peer andaspirin institutions do whether that's large days here on campus throughoutApril. But U, our staff is also traveling out in the country hostingyield events in some of those major feeter markets for the University ofMiami. We do partner in undergraduated, dmission and enromant management, withour colleagues on the ALUMNIA fter side in the advancement side to help us kickthose off campus events, especially off the ground, and get alumni interactingwith newly admitted students, in order to show them the value of a Universityof Miami Education. And then you know continuing not just through April, butwe really focus our events in our...

...efforts throughout the summer and I'lluse. Another kind of em lingo term here in terms of antimelt initiative, sokeeping those students who enrolled comgmate, first keeping them enrolledthrough our sense of state in the fall. So we do that I number of differentways through streamline osummer communication plans. We do work withour nine undergraduate schools and colleges and the advisors housed withinthose schools and colleges for communiccation with students throughoutthe summer months and then we've also recently th. This is our second yeardoing what we call I guide for parents and students or our GPS team, which isa cadre of about twenty undergraduate students, working with, in conjunctionwith admission in our retention center and enrolmant management, on keepingtabs of enrolled students throughout the summer, really really great yieldand melt initiaties't. Yes, I think...

...some of our listeners probably doappreciate that second definitionol levels that Jay, can you talk about thework that you're also doing super early in the funnal in order to build brandaffinity early and an increase yield rates when it comes down to decisiontime? Yeah, absolutely I mean we. This is something that we've recently takenon over the past two years at the University of Miami is just being verycognizant and strategic about the very top end funnal building initiativesthat we do here, rather than blanketing the country or even the world, withUniversity of Miami Marketing Materials. We want to make sure that we arecommunicating with those students who we believe fit with the University ofMiami mission and values and our educational philosophy, but alsostudents who behave like students who have been successful here in the past.So we want to purchase or license names through our search fender, and you know,testing agencies and things like that,...

...through with students very strategically or wehave started to kind of track, what we will call affinity towards theUniversity of Miami, a number of different ways- and I say all this kindof very carefully, because we do not use another admission. Lingodemonstrated interest in our decision aching process yeah, you know, but we do want to make sure thatstudents who are in every aspect of our funnel interested in the University ofMiami. You know a lot of are a lot of our colleagues and admission across thecountry are so concerned about application generation. We are notnecessarily concerned about Apjen at the University of Miami we areconcerned about. Do we have the right student in our applicant pool, who wantto be at the University of Miami? Really good stuff Jay, as we've beendiscussing throughout this conversation, yieldis this kind of large problem thatrequires more holistic solutions. Talk...

...about the cross, departmentalcollaboration that you built t the University of Miami to help yieldstrategies when it comes to a data standpoint, yeah sure we, you know I'vealready kind of alluded to some of the cross, departmental collaborations andI'll talk. Specifically, you know from either an admission andlash oroperations position. We have six different, six or seven differentdepartments with housed under the enrolling management umbrella here atthe University of Miami and each one works very closely on all of theseyield and antimelt initiative. So we do have an enromant management systems andanalytics kind of, like you mentioned kind of data driven type of departmentin Em, where you know they are helping us Roi when it comes to our events likewe were talking about earlier Roi when it comes to our communication plans,both electronically and social. He I should Taye email, social and printthings like that and when I say Rli, I...

...don't necessarily mean dollar figures,but I do mean youll Rit. So you know we're asking our search vendor ratherthan likelihood of application for an inquiry likelihood of yielding thatinquiry, or you know, did students who open that one email ti that email workin getting them to roll at to University of Miami. So I mentionedmarking marketing a little bit. You can check out the University of Miami AdMission Offices instagram account on instagram. They do really cool stuffwith highlighting students, answering perspective student questions andcurrently using that GPS team that I talked about earlier on answering newadmitted or new and rolled students questions as well and making thatenrollment process as easy as possible during the the month of April financialaid. You know we work with them to get accurate aid packages out as early aspossible. You know the vast majority of...

...our ad packages get out with ouradmission offers, and then we work in in admission closely with our retentioncenter, like I mentioned an international student Services Centerto make those eye twenty processes and visa processes as smooth as possiblefor our international student Cowort to really good stuff. Finally, let's talkabout early decision notifications and the effect that that's had UNYOUR yieldrates. Yeah absolutely so I guess I can talk both philosophically and you knowtrue numbers when it comes to art, ed initiatives, early decision of theUniversity of Miami or the fullo. Our philosophy towards early decision isshifted over the past few years. So when I started here with the enteringclass in the fall two thousand and sixteen about twenty Ich percent of ourof our class came in through early decision, our APFLICAN pool was very,very small, and since then we have...

...almost doubled the the ED applicantpool for this fall, two thusand and eighteen start dat were still. I know.Early decision can be a very controversial topic in access inadmission, etc, and we we do believe that early decision will help us movethe needle on our yield rate. That being said, we also want to be as leastcontroversial as possible this year. Only about a quarter of ourclasses coming in early decision and you'll see that incrementally step up,but we believe that you know making sure that a good porption of our classcan come through our nonbinding program still in order to keep that accessalive for students who aren't necessarily prepared to navigate thatearly and binding decision notification plan. So we you know, are going tocontinue to increase, try to increase our applicant pool for our earlydecision programs. We will continue to...

...try to increase the quality of thatapplicant pool, as I mentionedand in your last question. Eric About Crossdepartmental initiatives. You know we were closely with marketing to getstudents out, get marketing materials out to students who have indicated thatUm may be their first choice. We try to shift their opinion to make oun theirfirst choice and we do track throughout the recruitment process. Whether or not astudent has told us that again, we don't use that in the admissiondecision making process, but we will use that in order to hopefully generateearly decision candidates down the funnel Ja, really good stuff, reallyimpressed by this kind of integrated approach that the University of Miomitakes to yield any next teps advice, por institutions who are looking toturn the needle at their institution. Any of these that we talked about todaythat that should be high priorities in terms of things. Thet folks might notbe doing or might not be doing with...

...enough intention. Sure I mean, I think,t I think it's going to differ from institution to institution. You knowwhether your yield rate or your melt rate is going to be. The issue willprobably depend on which initiatives you're going to focus on the most in amuch higher level of moreful philosophical level. My advice forother institutions is to know what type of institution you are and who you areand don't be apologetic for that. You know at the University of Miami. Ourcost of attendance is coming. Here is going to be over seventyk. We believethat the value is worth that and it's up to us to go out and find thestudents who agree with the our educational philosophy, our research,our education in our service mindset. So that's my advice know who you areand find the students who want to be at the school that you are jy thanks. Somuch for your time today. What's the best place for listeners to connectwith you, they have any followed questions, yeah, absolutely I'm allover social media. My twitter handles...

Jo ta n is in Michael Jota. I lurkthrough Hashtag emch more than I participate these days asI'm usually cranking away on my dissrtation, you can find me o'linkedin or my email address is Jay dot jacops at Miami dotty. Do you simply?Let me know that you listen to this podcast and ID love to continue thisconversation with anyone and everyone awesome thanks against so much forjoining us today. Jack. Thank you, er appreciate it attracting today's newposttraditional learners means adopting new enrolment strategies. Keelicseducations data driven enterprise, wide approach to enrollment growth isuniquely helping colleges and universities thrive in this neweducation, landscape and Helox has just published the second edition of theirenrollment growth playbook, with fifty percent brand new content on howinstitutions can solve today's most...

...pressing enrolmant growth challengesdownload it today for free at helocs, Educationcom playbook you've been listening to enromentgrowth university from helicks education to ensure that you never missan episode subscribe to the show, an itunes or your favorite podcast player.Thank you so much for listening until next time.

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