ANNUAL REPORT Enrollment Management 2021-22
Letter from the Associate Vice Chancellor of Enrollment Management Overview of Enrollment Management Admitted Student Insights Financial Aid and Scholarships Office University Registrar Office of Admissions Cal-SOAP Creative Services Business Office Technology Services
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TABLE OF
Jim Rawlins Associate Vice Chancellor for Enrollment Management Chelsea Boone Director of EM Marketing and Communications Rosie Castaneda Interim Director of Financial Aid and Scholarships Linda Doughty Director of Cal-SOAP (San Diego and Imperial counties) Jon Host EM Business Officer Debi Kammerer Interim Director of Admissions Cindy Lyons University Registrar Esteban Marquez Associate Director of Financial Aid and Scholarships Michele Ojeda Scholarships and Special Programs Coordinator Anitra Willis Director of EM Technology Services Sandy Whitten EM Data Analyst Writing: Lisa Wolf Senior Communications Specialist Design: Katie Bailey Graphic Design and Media Specialist REPORT COLLABORATORS 3
of Enrollment Management
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NEW BEGINNINGS. POSITIVE OUTLOOKS.
Just like the tide rolling in from the sea, the beginning of each academic year brings the opportunity for new beginnings and the chance to make positive changes for the future. It is also a perfect time to reflect on the previous year’s successes and learning opportunities to help us grow in our work and make improvements to benefit our students and the campus community as a whole.
Upon joining UC San Diego in January 2022, I was pleased to be working alongside some of the most dedicated Enrollment Management professionals in the nation. Each unit within EM goes above and beyond in our efforts to recruit, select, yield, fund, and enroll students at our great university, and the work doesn’t stop there. With enrolled students, our staff are working tirelessly to serve the campus community and provide impeccable services for our students as our contribution to retention, success, and graduation.
We are proud to share any successes within EM with campus partners like you, who have been an integral part of efforts to inform students about the endless opportunities at UC San Diego through strategic collaboration, communications to admitted students, and participation in important all-campus events. From Fall Showcase to Triton Days, the time and effort our campus partners put in to help reach out to students is an integral piece of the puzzle.
Fall 2022 marks my first fall as a member of the UC San Diego family, and I am honored to watch our newest class of Tritons thrive in this supportive campus environment. To highlight these extraordinary students and the excellent work the EM team has done throughout the 2021-22 academic year, I’m excited to share this annual report, which includes highlights and statistics that give a snapshot of the past year and look forward to a positive future. As our campus partners, you can expect more communication from EM throughout the coming year, with more information about this year’s incoming class and about our path forward toward achieving our long-term goals.
I’d like to thank you and your units for your continued collaboration with EM and look forward to strengthening our partnerships as we move into a new year.
All my best,
Jim Rawlins Associate Vice Chancellor for Enrollment Management
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ENROLLMENT MANAGEMENT OVERVIEW
COLLABORATING WITH THE TRITON COMMUNITY
Enrollment Management works collectively and collaboratively to prepare, recruit, enroll, and provide financial aid services to students to ensure they can access and realize their educational goals at one of the world’s top research institutions.
Between fall 2021 and spring 2022, the Enrollment Management team continued our dedicated support of prospective, admitted, and current students. Our team implemented hybrid advising and recruitment methods to provide accessibility to all students in California and globally. The department has also raised awareness of important new programs and initiatives that affect our student body, including the UC Tuition Stability Plan, Native American Opportunity Plan, Commencement of Academic Activity, and more.
Our department has remained committed to collaborating with campus partners by coordinating communications to newly admitted students and their families on behalf of dozens of units across campus, providing opportunities to participate in recruitment and yield webinars and events, as well as working closely with campus support programs to ensure our students are receiving the best possible Triton experience.
From recruitment to graduation, the Enrollment Management team is proud to continue our collaborative efforts with the UC San Diego community to serve our diverse student body and grow as we work and learn together.
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ADMITTED STUDENT INSIGHTS
The fall 2022 entering class will be joining the Triton community with impressive preparation and qualifications.
Many of these extraordinary students will be the first generation in their family to earn a college degree. They come from various identities and diverse backgrounds throughout California and the world. This year’s incoming Tritons have impressive academic records, volunteer and leadership experience, and are well-equipped to take on the curriculum at UC San Diego and enjoy a well-rounded college experience.
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ENTERING CLASS 63 COUNTRIES 6,822 FIRST-YEARS Middle-50% GPA: 4.04-4.28 Pell: 37% First-Generation: 33% STATES 45 3,251 Middle-50% GPA: 3.48-3.91 From a CA Community College: 89.3% Transfers in California: 88.6% Pell: 34% First-Generation: 24.3% TRANSFERS 32.2% OF INCOMING STUDENTS ARE ETHNIC & RACIAL MINORITIES ASIAN 38.4% LATINX/CHICANX 27.7% AFRICAN AMERICAN 4% NATIVE AMERICAN 0.4% PACIFIC ISLANDER 0.2% UNKNOWN 1% 9
TOTAL UNDERGRADUATE AID (2021-2022) $ 70% 32% of undergraduates received some form of financial aid during the 2021-22 academic year. of the 2021-22 undergraduate student body were Pell eligible. 500M Grants Emergency COVID Grants Scholarships Loans Federal Work Study Fee Waivers $342,521,539 $43,770,018 $29,049,577 $93,860,058 $1,004,419 $33,661,794 OVER 10
FINANCIAL AID & SCHOLARSHIPS
Dedicated to affordable education
The Financial Aid and Scholarships Office is dedicated to assisting current and incoming students in understanding the financial options that can help to ensure a UC San Diego education is within their reach.
SCHOLARSHIPS BY THE NUMBERS
During the 2021-22 academic year, the Financial Aid and Scholarships team made more than 700 scholarship offers to incoming fall 2022 students, including athletic awards, named scholarship awards, Chancellor’s Associates and Chancellor’s Scholarships, and non-resident scholarship opportunities.
Continuing students were offered more than 200 scholarship awards, with more than 1,200 students applying for these opportunities, which included endowed scholarships, facultysponsored awards, and named scholarship awards.
Among the most prestigious scholarships awarded to incoming students, the Chancellor’s Associate’s Scholars Program (CASP), originally introduced in 2013, recognizes and supports local, high-achieving, and talented students from lower income backgrounds.
2,252 students have received the Chancellor’s Associates Scholarship since its inception in 2013.
$42 million in scholarship funding has been disbursed to CASP Scholars since 2013.
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UNIVERSITY REGISTRAR
SERVING THE CAMPUS COMMUNITY
From enrollment to graduation and beyond, the Registrar’s Office supports the Triton student body with academic planning, records, course enrollment, residency, and more. The unit frequently collaborates with departments across Enrollment Management and the greater campus community to provide quality services to students.
STUDENT EXPERIENCE
Improving the student experience, the Office of the Registrar partnered with the Colleges and academic departments to develop a two-pass enrollment period for incoming students. The goal of this effort was to ensure that every incoming student had the opportunity to enroll in 11.5 units during the first pass, rounding out their schedules with another class or two during the second pass. Overall, this process improvement was a positive change and worked well for our incoming Tritons!
TUITION STABILITY PLAN
The collaborative effort to communicate with incoming and current students the systemwide TSP initiative included Financial Aid and Scholarships (FAS), EM Creative Services, Student Financial Solutions (SFS), and Information Technology Services (ITS).
COMMENCEMENT OF ACADEMIC ACTIVITY
To meet the U.S. Department of Education’s new requirement that institutions receiving federal aid must report commencement of student academic activity, the Office of the Registrar worked closely with the FAS and ITS teams, as well as the School of Medicine and Education Technology Services (ETS).
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STUDENT SERVICE BY THE NUMBERS Grades collected for FA21-22 Registrar emails sent/replied to Customers served virtually Customers served in-person Transcripts/Co-Curricular/Enrollment Verifications 432,823 16,102 2,912 1,753 42,344 13 Degrees Awarded 9,966* *Data provided in this Annual Report was supplied by UC San Diego Enrollment Management and may differ slightly from statistics provided by the University of California Office of the President.
Fall 2022 yield activities, aimed at encouraging both firstyear and transfer admitted students to accept the offer of admission, were conducted in a hybrid format. The Office of Admissions was able to hold a number of events using virtual platforms but also was excited to return to in-person programming with small regional receptions as well as campus signature events like Triton Days. Campus partnerships were utilized to promote the programs and
available to newly admitted students and their families.
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opportunities
YIELD ACTIVITIES • Triton Days • California Pop-Up Receptions • Sunset Receptions • Scholars Programming • Triton Brunch • Enhanced Tour • Future Triton Webinars • Triton Talk Webinars • Ring from the King Calling Campaign Fall 2022 consisted of many virtual opportunities for prospective students. OUTREACH & RECRUITMENT School Visits & College Fairs: Triton Center Guests Served: Students & their families joined us for a Recruitment Event/Program: 900+ 9,700+ 3,700 5,991 First-Year & Transfer admits (and their families) participated in yield events and programs in Spring 2022, including:
Engaging the public to promote the university, identify, admit and enroll students prepared to excel at UC San Diego The Office of Admissions recruits, admits, and enrolls undergraduate first-year and transfer students from across the state, country, and world. The team provides pre-admissions advising, presentations on admissions and the UC San Diego undergraduate experience, in-person and virtual campus tours, publications for prospective students, and information for counselors. UC San Diego received over 150,000 applications for fall 2022 - more than 131,000 first-year and just under 20,000 transfers - which our staff and external readers review using a holistic review process that considers 13 factors. Admissions staff also work to validate thousands of documents submitted from students who accept an offer of admission. This year, we processed and reviewed approximately 48,000 transcripts for incoming students. OFFICE OF ADMISSIONS FALL ADMITS 131,200 31, 200 23.7% 19,700 11,600 57.2% First-Year Applicants First-Year Admits First-Year Admit Rate Transfer Applicants Transfer Admits Transfer Admit Rate 5,460 Views of YouTube Admitted Student Video Series EVENT/PROGRAM Pop-Up Reception: Inland Empire Pop-Up Reception: Oakland Triton Brunch Sunset Reception Future Triton Webinars Scholars Programming (virtual & in-person) Calling Campaign 41 75 131 86 231 18 2,445 Attended Contacted
CALSOAP
Preparing the next generation
The California Student Opportunity and Access Program (Cal-SOAP) was established by the state legislature in 1978. Today, Cal-SOAP is instrumental in improving the flow of information about postsecondary education and financial aid while raising the achievement levels of lowincome secondary school students from geographic regions with documented low-eligibility or college participation rates, and who are first in their families to attend college.
STATEWIDE SUPPORT
There are 16 Cal-SOAP projects operating throughout California, including secondary and postsecondary schools and community agencies. The program also works with other intersegmental programs in the state to avoid duplicating outreach efforts.
Each project focuses on supporting students within its community, resulting in differing services for each region. In addition to information about postsecondary education and financial aid, common services among all Cal-SOAP projects include advising, tutoring, parent outreach, and college awareness workshops.
CAL-SOAP BY THE NUMBERS
The program hosted hundreds of virtual and in-person events throughout the 2021-22 year, serving more than 10,000 total students and families (9th-12th grades) throughout San Diego and Imperial counties and resulting in a college-going rate of 82.4%.
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82.4% College-going rate 11th and 12th grade students served during Higher Ed Week Students and families served during college fairs Counselors, Outreach Programs and Community Partners served during CSAC Financial Aid Training FAFSA/CA Dream Act Workshops hosted Cash for College Financial Aid Completion Workshops Virtual College Planning Workshops Scholarship Search Workshops 6,000 4,000 700 100 50 8 3 TOTAL EVENTS IN 2021-22
CREATIVE
The Enrollment Management Creative
Services
team
continued to grow recruitment, yield, and continuing student communication efforts in 2021-22 across all platforms.
VITAL CREATIVE SUPPORT
The Enrollment Management Creative Services team supports Enrollment Management in all communications and marketing needs to assist EM units in reaching their objectives. Creative Services provides support with designing marketing collateral, creating messaging, and executing projects including special events, website management, social media, email marketing, and more. In the 2021-22 academic year, the CS team collaborated with EM units on communication plans for new initiatives, including the Tuition Stability Plan and Native American Opportunity Plan.
MARKETING TO PROSPECTIVE AND ADMITTED STUDENTS
Each year, the Enrollment Management Creative Services team plans a robust communications plan to build interest in UC San Diego and generate applications from highly-qualified, competitive applicants. Once application decisions have been released, the team pivots to yield efforts, helping to ensure students attend important events, get their questions answered, and accept their offer.
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Marketing and communications job requests completed in Asana project management Admissions website page views Financial Aid and Scholarship website page Registrar website page views Percentage of FA22 applicants who logged in to their Applicant Portal New website launched Social media accounts managed Total followers on Instagram, Twitter and Facebook (14.8% growth over the previous year) Marketing emails sent prospects and applicants from August 1, 2021 - January 6, 2022 Emails sent in FA23 prospect drip email campaign Average open rate for FA23 drip campaign 252 2.5 million 1.1 million 3.4 million 98.21% 1 4 21,009 59 9 76.5% enrollmentmanagement.ucsd.edu 19
MEETING THE NEEDS OF AN EVOLVING WORKFORCE
The 2021-22 academic year – dubbed “The Great Resignation”–introduced challenges to our staff retention efforts, as we experienced a 21% attrition rate for career positions during the period. While difficult, the staff turnover has provided the department with a necessary opportunity to reflect on its organizational structures. Additionally, we have initiated efforts to address underlying drivers of staff retention, including distribution of key functions and associated workloads, competitive compensation, and overall staff engagement (including around flexible work arrangements).
Enrollment Management Business Office (EMBO) supports Enrollment Management (EM) on issues related to financial processing and reporting, payroll, timekeeping, safety, facilities management, and human resources.
The
BUSINESS OFFICE
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This year, the Business Office has supported each unit in the following ways:
ADMISSIONS OFFICE
• Recruited for an Executive Director of Admissions, Blia Yang.
• Doubled the number of regional Admissions Officers (from 2 to 4), focusing more deeply on California recruitment.
• Added a Transfer Admissions Specialist position to the team (via Student Academic Preparation and Partnerships funds).
• Hired a record number (185) of External Readers to support the annual application review, including piloting external reader review of transfer applicants.
• Resourced seasonal support for transcript review / posting of the incoming class.
• Piloted an Admissions Officer entry role / career pathway.
• Rebuilt Campus Tour Guide and Admissions Student Assistant rosters.
• Developed Travel Guidelines Document to synthesize updated University policies and procedures.
ENROLLMENT MANAGEMENT CREATIVE SERVICES
• Recruited for Director of EM Creative Services, Chelsea Boone.
• Supported minor reorganization to unit including job-revisions to existing incumbents, and reclassification of Graphic Design and Media Specialist.
FINANCIAL AID & SCHOLARSHIPS
• Recruited for an Executive Director of Financial Aid and Scholarships, following upward reclassification of vacant title, Silvia Marquez.
• Reclassified Associate Director, Business Systems and Digital Strategy position.
• Supported development and implementation of Enterprise System Renewal - Student Financial Planner (SFP) staffing / backfill plan.
• Supported visioning and execution for the Student Peer Advisor Program.
REGISTRAR
• Supported development and implementation of Enterprise System Renewal - Student Information (SIS) staffing / backfill plan, inclusive of Curriculum Management System and SIS / Degree Audit implementation within Division of Extended Studies.
• Resourced additional capacity for Veteran’s Benefits Coordination.
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Enrollment Management
TECHNOLOGY SERVICES
In 2021-22, the team completed a variety of important projects and continues their support in ongoing improvement and implementations still in progress.
Among their many achievements, EMTS helped to distribute approximately $46 million to students by developing the CARES Act forms for Financial Aid and Scholarships. This allowed the university to assist students in acquiring Federal COVID and State Emergency funds.
In addition to the CARES Act form, EMTS assisted in improving the student experience through the creation of the Name and SSN Change Form, Part-Time Form, and Double Major Form.
The team continued to support all of EM in annual efforts, including the care and feeding of yearly ApplyUC data and changes in the Slate CRM, as well as a variety of technical projects to improve efficiencies among staff business processes and student experience.
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• 8 Registrar Transfer Articulation Process Improvement Mappings in progress. • 4 Legacy SharePoint workflows redeveloped in campuswide Enterprise Onbase workflows. • Enhanced the EDI Transcript electronic process to accept 60% of transcripts electronically. • Maintained and updated 18 databases and approximately 100 tables to support and provide integrity to compliant Admissions, Financial Aid and Registrar data. 23
enrollmentmanagement.ucsd.edu
