Starting a leadership position at a new institution can prove to be an uphill battle. You’re often expected to bring change; either by achieving loftier goals or recovering from previous enrollment shortfalls, neither of which are always easy to enact as a newcomer. Many colleges and universities have pre-established enrollment norms that (when challenged) can be met with a swift, “We’ve always done it this way.” That’s why we outlined a quick, four-step process for changing mindsets on campus using data-backed evidence.
Step 1: Identify What Matters Most
It’s critical to begin any new enrollment role with background knowledge about the students you serve, and an idea of what direction your strategy should take. Start by investigating your institution’s data to determine which students matter most to your success.
If your team’s data infrastructure can’t identify these mission-critical student populations, it’s time for you to seek out a more capable and sophisticated data set. To change mindsets on campus, you must first possess the focus and clarity to know what will drive the outcomes you desire.
Step 2: Highlight the Shortcomings of “The Old Way”
Another important step in breaking down enrollment norms is proving they’re ineffective. Higher ups (and even your staff) aren’t always going to just “take your word for it” as a newcomer to campus. You must back up your proposed changes with irrefutable and objective data that clearly shows which strategies aren’t providing the ROI your institution needs to hit its goals.
Oftentimes, what’s not working isn’t obvious, especially when an institution is relying on its own siloed information. Comparative data can give you a more accurate picture of the wider market, identifying the areas where your institution is being outperformed, and illustrating to your campus stakeholders where the biggest inefficiencies lie.
Step 3: Install a New Winning Strategy
Now that you’ve discerned what’s not working, it’s time to implement your own strategy for moving forward toward your institution’s goals. Once again, backing up your decision making with data is essential, not just for changing minds, but also to affirm you’re investing your institution’s resources in the right places. Ask yourself, “Do I know where to best allocate my recruitment budget to better ensure we hit our enrollment and revenue targets?”
This is where comparative enrollment data once again proves to be a must-have. It gives you the confidence to say, “Yes, I do!” knowing that objective market context definitively proves which student groups present the greatest likelihood of bringing you success. That kind of assurance can go a long way in helping you build credibility as a savvy decision maker at your new institution. And, you can execute your new strategy knowing it’s backed by a solid foundation of data evidence.
Five Must-Have Tips for Enrollment Leaders at a New Institution
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Step 4: Remain Agile With Your Decision Making
Once you’ve successfully set your own tone on campus and implemented your new enrollment practices, the job isn’t over — it’s just beginning. You’re expected to continue building on your accomplishments and meet loftier goals each year. And as we all know, things are constantly changing in higher ed, making it critical to keep your decision making adaptable and avoid re-creating new “norms” that may be rendered ineffective at any moment.
The best way to remain change-agile with your strategy is to continuously monitor your performance in real time. When market context is what helps define your decision making, it’s important to keep a close eye on how that context is evolving. That way, you can keep your own mindset flexible by quickly pivoting your plans to succeed in the face of any disruptions.
How MARKETview Data Can Help
If you’re headed to a new institution (or looking to change mindsets at your current one), there’s a seamless way to accomplish the four steps outlined above. MARKETview is higher ed’s only data set that’s both real time and comparative. It’s able to identify the students who matter most to your goals and monitor your performance daily. You’ll have enhanced confidence in your decision making while also gaining greater credibility with your campus stakeholders.
For even more insight into how comparative data gives you a competitive edge at a new institution, check out our eBook featuring perspectives from other enrollment professionals who were once in your shoes. As a new face on campus in this challenging higher education environment, it’s critical to have every advantage possible to establish yourself as an effective leader.
Chat with our team to see how MARKETview’s real-time data can keep you in the know throughout the enrollment cycle on the student populations that matter most to your goals.