VCU SEM Annual Report 2015

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Division of Strategic Enrollment Management 2015 report

“ At the onset of our Quest for Distinction strategic plan four years ago, we set out to unite our enrollment efforts with a focus on our students’ educational experiences and their overall academic success. Under the leadership of the Division of Strategic Enrollment Management, VCU has experienced tremendous progress in – and recognition for – our graduation and retention rates, and the ways our graduates are changing the world.

These efforts will continue as part of VCU’s ongoing commitment to student success and to preparing a new generation of leaders for our world.”

– Michael Rao, Ph.D. President Virginia Commonwealth University

2015 report

Colleagues, I am pleased to share with you this 2015 report highlighting the Division of Strategic Enrollment Management’s initiatives, services and recruitment efforts for the 2015-16 academic year. This has been an exemplary year in every regard.

The Division of Strategic Enrollment Management has partnered across the university — especially with academics — to focus on recruiting a larger, more highly competitive and diverse class, and to improve retention and graduation rates.

Our accomplishments are notable. This year’s cohort was the largest and most diverse ever enrolled at VCU, and the highest achieving as measured by high school grade point average. We no longer rely on standardized test scores as required criteria for freshman applicants with a high school GPA of 3.3 or better. Our focus upon noncognitive variables has enabled us to identify high-achieving students who could use some additional support.

Continued expansion of technological platforms, coupled with improvements in service delivery, has opened up new channels of communication and engagement with students and families. We continue to increase financial literacy messaging and counseling for students and families so they have all the resources and tools needed to make informed decisions about education finance. We have emphasized the long-term benefits of graduating on time, and as a result students are enrolling in a greater number of credits, enabling them to graduate sooner, with less debt.

Of significant note, we have improved our four- and six-year graduation rates, and our AfricanAmerican students now graduate at a rate exceeding that of the institutional average. Both our Office of Military Student Services and Office of New Student and Family Programs now offer significantly expanded services, and academic advising has been restructured and is working diligently on improving student success.

This year, for the first time, we were awarded a fully funded TRiO Student Support Services grant and have secured several corporate gifts to help serve students and provide scholarships. Some of these funds were applied to our inaugural Summer Scholars program, serving high-achieving first-generation students, and some were used to support upper classmen who needed additional funds to complete their final semester.

It is only through pan-university partnerships that we shall continue to improve our service to students and their families. Thank you for your contributions to these efforts. We look forward to even greater success this next academic year.

Luke D. Schultheis, Ph.D., vice provost Division of Strategic Enrollment Management Virginia Commonwealth University

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Division of Strategic Enrollment Management

Admissions – New students Undergraduate The freshman class that enrolled in fall 2015 was the most academically competitive and diverse in the university’s history.

This reflects our continued efforts to attract academically talented students through a new merit scholarship model that provides additional aid to high achievers.

1020-1230 SAT 22-28 ACT Middle 50% of all admitted freshmen 4,090 freshmen enrolled

49

%

freshmen from diverse backgrounds

3.40-4.02 GPA The percentage of minority first-time freshmen increased from 46 percent in 2014 to 49 percent in 2015. During that same time, the number of new freshmen who are African-American increased from 562 to 790.

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Graduate In 2015, the Office of Admissions introduced a new online application and new processes for application review. In summer 2015, the Office of Admissions launched a CRM to increase communication with newly accepted students and implemented a targeted communications plan for recruiting graduate students to the university.

4,776

f all 2015 graduate enrollments

2015 report

1,740 first professional enrollments

“ The faculty are awesome. I’ve been invited to participate in research that typically would only happen at a Ph.D. level.”

– Alexander Sutton, master’s student

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Division of Strategic Enrollment Management

Transfer Transition Workshops offered through the Transfer Center feature faculty-led sessions that focus on success strategies and provide new transfer students with insight on how to navigate their new environment at VCU. A one-credit transfer student success course prepares new transfers for their college experience, as well as for their future careers. Students trained by Transfer Center staff serve as Transition Leaders who mentor new transfers.

“ I transferred from a college where everyone’s goal was to fit a certain mold or category.

VCU is all about breaking that mold and it’s been really refreshing.”

– Brian O’Loughlin

2,022

new undergraduate transfers in 2015

Out-of-state Our recruiting efforts in out-of-state markets have continued to be robust. The number of out-of-state freshmen increased from 431 for the fall 2014 semester to 518 for fall 2015.

Off-campus events, regional recruiters in newly targeted markets and growing partnerships across the university have contributed to the growth of interest in programs at VCU and an increase in out-of-state student enrollment.

4

16

% total out-of-state for all 2015 enrollment

2015 report

International In fall 2015, 1,703 international students from 106 countries were enrolled, testament to the effectiveness of our permanent recruitment operation in China. We will continue to make international enrollment a priority in the years ahead.

Top four foreign countries represented at VCU

1. SAUDI ARABIA 2. INDIA 3. CHINA 4. KUWAIT

1,703 international students

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Division of Strategic Enrollment Management

Academic advising Academic and athletic student advising, both new to SEM, are working together to help students graduate on time. Two examples are the use of predictive modeling to enable advisors to counsel students on academic progress and best-fit majors; and the identification of classes that impede students – especially in mathematics and chemistry – so that academic departments can address needed changes in course offerings.

Financial aid and student accounting In 2015 we have continued to promote financial literacy to students through our partnerships with Financial Aid TV, and the nonprofit organization American Student Assistance’s SALT® tool.

• FATV is an online resource offering short videos explaining financial aid, including filling out the FAFSA, financial aid basics, tips on managing money, information for parents and resources for veterans.

• SALT® provides free financial literacy guidance and tools for current college students and alumni.

Office of Military Student Services The Office of Military Student Services employed a number of programs to help military students make a successful transition to academic life and enhance their college experience. In fall 2015, MSS began offering networking opportunities to its students, provided information about the home buying process and partnered with VCU Career Services to present career planning resources and counseling. MSS staff worked to develop deeper connections with veterans’ organizations, military installations and local and state government agencies.

1,503 900+

s tudents with military connections

6

c urrently certified students under benefits

2015 report

“ I’m saving at least $10,000.

That could be my new car.”

– Jamesa Parker

83

%

of freshmen taking 15 or more credit hours

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Division of Strategic Enrollment Management

Retention and graduation In 2015 our graduation rates continued to increase. Significant efforts addressing course-taking behavior contributed to the improvement of this metric. While the overall six-year graduation rate increased from 57 percent to 62 percent in the last two years, the graduation rate for under-represented minorities increased from 56 percent to 61 percent, with African-American students graduating at 64 percent.

Additionally, Pell recipients enjoyed great success. The most recent six-year cohort increased its six-year graduation rate by four points over the past two years. Furthermore, 30 percent of VCU’s baccalaureate degree recipients continue their education within three years of graduation. Within one year of graduating (2013-14 graduates), both Pell recipients and those who did not receive Pell participated in furthering their education at roughly the same rate of 13 percent and 14 percent respectively.

Over the course of 2015, our “Do the math� campaign encouraged students to enroll in 15 or more credits per semester in order to decrease their time to graduation and associated expenses. Prior to the program, 62 percent of first-time freshmen enrolled for 15 or more credit hours; since it began, the number has increased to 83 percent.

62

%

overall six-year undergraduate graduation rate

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Fall 2007 cohort, eight-year graduation rates Pell recipients

All others

63.7 57.3 %

%

Fall 2009 cohort, six-year graduation rates Pell recipients

All others

62.5 62.2 %

%

2015 report

Office of New Student and Family Programs In May 2015, SEM hosted pre-arrival and orientation events for the first time in China. During the prearrival and orientation events, newly accepted students received advising and were provided with information about the university and the city of Richmond. A session addressing frequently asked questions was held for both students and their families. These events culminated with a reception for the new students and their families. Prospective students and families were also invited to the reception to meet with representatives from admissions.

For the second year, we are offering the “Beyond Orientation: Partnering for Success in Today’s University” online course that provides a network for parents, family members, and VCU faculty and administrators. Designed to take families beyond what they learn in orientation, the course provides a closer look at the first-year experience. University leaders discuss some of the key topics and issues in education today helping families to better relate to their student’s college life experiences. This year 198 families are registered for the course.

Family Weekend was attended by nearly 900 families, with many signature events hosted by the Office of New Student and Family Programs. These include the First-Year Parent and Family Brunch with 600 participants and the Rams Got Talent Show with 250 attendees. University Student Commons and Activities took more than 300 participants on bus tours of the city, created a special Kid Zone for more than 300 participants and sponsored an entertaining mind-reading act. The James Branch Cabell Library offered tours of its newly expanded facilities. Overall, the weekend proved to be one of SEM’s strongest collaborations with outside offices.

900 families at Family Weekend

Research and analytics Research and analytics were conducted on a regular basis to inform and support university initiatives.

To ensure the most positive outcomes, a multitiered effort encompassed a number of new and continuing initiatives.

In 2015, we continued our efforts to underscore the importance of on-time graduation; students were encouraged to work closely with advisors; financial literacy was provided through the SALT® program; programs that more fully involved parents and families in student educational experiences were highlighted; the experience and success for first-year students was enhanced; and a revitalized Office of Military Student Services bolstered support for active duty military, dependents and veterans.

Analytics: • Identified courses that VCU students took elsewhere and then transferred in at some point; this indicated courses that the university should offer • Analyzed data on student success in relation to standardized test scores, including AP, IB and the Cambridge I, in order to provide guidance for the development of statewide policy • For advising purposes, the following analytic studies were conducted: ›› Identified high repeat courses ›› Identified freshman courses with high D-F-W rates ›› Identified courses where transfer students (including those from the different schools in the Virginia Community College System) had high D-F-W rates

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Division of Strategic Enrollment Management

New initiatives The Money Spot at VCU SEM and the School of Business partnered in 2015 to develop a new financial literacy resource for students called The Money Spot at VCU. When the program begins in 2016, students in the finance major, having been trained by faculty in the department of finance, will counsel their peers on financial planning.

TRiO Grant In summer 2015, VCU was awarded its first five-year $1.1 million federal TRiO Student Support Services grant to increase retention and graduation rates among students from disadvantaged backgrounds. Student Support Services was one of eight TRiO programs that served and assisted low-income individuals, first-generation college students and individuals with disabilities to progress through the academic pipeline from middle school to post-baccalaureate programs.

In the coming year, the grant will allow us to focus on increasing second- and third-year retention rates and four-year graduation rates. It will also help reduce student loan debt, enhance student personal financial knowledge and create a supportive and progressive culture for all students. These goals will be achieved through comprehensive individual and cohort services, including personal coaching and financial planning services; academic assistance in the form of tutoring, course planning and advising; financial aid workshops and seminars; academic and noncognitive skills assessment and development; scholarship and graduate school resources; and the development of additional services necessary to engage and support participants.

$1.1 million five-year federal grant

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Summer Scholars This year the division inaugurated the VCU Summer Scholars Program.

The six-week program offered incoming first-year students the opportunity to get a head start on the path to graduation by taking six credits and establishing a network of peers prior to their first full semester on campus.

Students stayed in a VCU residence hall, which presented them with the opportunity to build a sense of community within the university. They were also immersed in Richmond as a whole, experiencing the city through whitewater rafting trips on the James River, a visit to the Virginia Museum of Fine Art and tours of the area.

During the final week of the Summer Scholars Program, students participated in Ram Camp, a university immersion program designed to build unity and future university leaders, along with several hundred other incoming first-year students.

2015 report

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Division of Strategic Enrollment Management

Technology and new processes • Contributed to the university Banner revitalization initiative by identifying and prioritizing high-value Banner projects that support the university’s strategic plan.

• Completed the process of loading DegreeWorks data into the university data store, making this high-value data source much more accessible.

• Implemented an all-electronic process to allow enrollment of nondegree-seeking students, which replaced the manual, in-person process.

• Created a visual tool – the Do the Math calculator – for students to identify possible post-graduation debt load increases when determining optimal credit-hour enrollment.

• Worked to implement appointment and CRM capabilities into our advising platforms.

Customer service enhancements The Call Center, which opened in summer 2013 to meet a seasonal need, became a full-time facility in spring 2015. During the spring and summer of 2015, 80,000 incoming calls were fielded from students who were provided with personalized counseling.

Office of Records and Registration This year, the Office of Records and Registration began using an online graduation application process for undergraduate students. In fall 2015, the office launched graduate student electronic degree audits. Also in 2015, an online FERPA training was implemented and made available to all faculty and staff. Our partnership with the National Student Clearinghouse provided those who left the institution with a new electronic transcript-request process which averages 450 requests per month.

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FIELDED NEARLY

80,000

calls in the spring/summer terms from students who were provided with personalized counseling

Strategic Enrollment Management at a glance The Division of Strategic Enrollment Management oversees the recruitment, retention and graduation of students at all levels, and provides academic resources to promote student success. In alignment with the university’s strategic plan, Quest for Distinction, our goals are ensuring academic quality and student success — here are the teams that are making that real: • Admissions manages the student recruitment and application processes for prospective undergraduate, graduate and international students.

• Athletics Advising provides resources to help student-athletes achieve their full academic potential.

• Campus Learning Center offers a variety of programming to help students do well in their classes and reach their academic goals.

• Financial Aid assists students and their families understand the financial process, providing financial literacy tools and counseling.

• Intersession winter courses help meet student academic needs and interests.

• Military Student Services eases the transition to college for service members and families, and provides assistance with military benefits.

• New Student and Family Programs supports the VCU academic experience for student transition and family engagement, providing programming and resources to enhance the new student experience.

• Records and Registration works with academic areas to establish the course schedule each semester, oversees class registration, ensures the enforcement of FERPA, and manages the graduation process for all students.

• Research, data and analytics are critical to SEM’s mission and support the VCU strategic plan’s emphasis on using data to inform decisions.

• SEM Communications supports the division by strategizing, identifying and implementing the most effective tactics and creative solutions for successful marketing and communications.

• Student Accounting assesses, bills and collects tuition and other university fees and disburses refunds.

• Student Services Center, the university’s one-stop shop, serves students by providing guidance to university resources and answers to questions related to billing, financial aid, enrollment and registration.

• Summer Session provides additional courses to help students meet academic needs.

• Technology is crucial to the day-to-day operations of all SEM units – from application and financial aid processing, to communication with prospective and current students, to monitoring academic progress and tracking student success.

• Transfer Center offers resources, support and networking opportunities for transfer students in order to ease the transition to academic life at the university.

• TRiO Student Support Services provides students with opportunities for academic development, offering them motivation, support, resources and tools pivotal to success throughout their college career.

• University Academic Advising works closely with first-year and undecided students to help them identify educational goals, transition to the academic rigor of a university and choose course work that will lead them to successful completion of their degree program.

• Writing Center offers writing guidance to all students at the university so they may become the strongest writers possible through structure, organization and idea articulation.

Virginia Commonwealth University Division of Strategic Enrollment Management P.O. Box 843065 Richmond, Virginia 23284-3065 Phone: (804) 827-8737 Email: sem@vcu.edu www.sem.vcu.edu an equal opportunity/affirmative action university 001639-01