Wednesday’s Parent: Enrollment management and college admission

Enrollment Management and college admissions. Photo by Wendy David-Gaines

Enrollment Management and college admissions. Photo by Wendy David-Gaines

While students are busy beefing up their qualifications to increase their chances for college admission, colleges are strategizing to find the most attractive candidates to send acceptance letters. That’s what enrollment management is all about.

“Enrollment Management (EM) is a strategy used to recruit and retain the best-fit and right amount of students to a college,” Enrollment Strategist Karen Full (see Twitter chat guest info below) explains. To do this, institutions of higher learning integrate data from several departments including “Admissions, Financial Aid, and Records, with Marketing and University Relations, Enrollment and Marketing Research, Career Services, and Employer Relations,” David Kalsbeek, vice president for Enrollment Management at DePaul University said. Colleges invest a lot of time, money and expertise to get students to apply and select those to attend who will raise the school’s status and keep it financially healthy.

Students don’t have the same resources to find colleges that will best help them achieve personal and professional goals. However, they can use some published data and statistics to help form a good college list. The college-bound can check out the graduation rate to see how long it takes the average student to earn a diploma. The longer it takes, the more time for college costs to accumulate. The retention rate will show the percentage of students that return the following year. Students can also investigate how many students go on to graduate school or find employment within six months of graduation.

Perhaps the savviest thing students can do is to be a smart higher education consumer when faced with slick advertising and marketing. Compare a college’s admission requirements with student qualifications to be realistic about admission chances. Visit good on paper colleges to see if they live up to expectations. Make the college choice about finding the most logical place for the next phase of education based on academics, programs, extracurriculars, finances and location. Then match the fave picks with the degree of connection felt on campus and in the surrounding area. Students are more likely to do their best when they are motivated and invested in the college they attend.

Read Suzanne’s post: Colleges Want YOU!


Is college a love match or a consumer purchase?

Two necessary steps before searching for colleges

Learn how to participate in Wednesday’s Parent Night on #CampusChat!


Don’t worry if you missed any great insights about Enrollment Management and College Admissions from our chat. We have a transcript of #CampusChat Recap 3/25: Enrollment Management with Karen Full on storify


Tonight is Wednesday’s Parent night (the fourth Wednesday of each month) on #CampusChat, Wednesday, March 25, 9pm ET/6pm PT. We will talk with Karen Full, former college admissions director, now enrollment strategist with Longmire & Company, about enrollment management and college admissions. Karen has counseled many students and families on choosing a college. Please join @SuzanneShaffer and me-@pocsmom with our guest @KarenAFull and bring your questions and comments.


Wednesday’s child may be full of woe but Wednesday’s Parent can substitute action for anxiety. Each Wednesday Suzanne Shaffer and I will provide parent tips to get and keep your student on the college track. It’s never too late or too early to start!

Wednesday’s Parent will give twice the info and double the blog posts on critical parenting issues by clicking on the link at the end of the article from to and vice versa.

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