Board of Trustees Meeting Agenda | February 2019

Central Washington University Board of Trustees February 21, 2019

Executive Summary – CWU Strategic Enrollment Plan 2019-2025 Update; Recruitment Initiatives

The Board of Trustees reviewed a working draft of the Strategic Enrollment (SE) Plan 2019-2025 during the July 26-27 board retreat. The draft included three broad enrollment goals and strategies to attain those goals. Following their review of the document, the Board requested that “input be sought through broad campus conversations and that a complete draft be developed during the [AY18-19] academic year.” In response to the Board’s direction, the Enrollment Management division expanded the level of involvement of the faculty, staff and administrators during the plan’s development. Opportunities for extended engagement included serving for one year on the SE Plan steering committee or one of three subcommittees. Opportunities for public comment included placing the draft strategic enrollment plan on a dedicated website, providing a platform for online comments, hosting a university discussion forum centered on the goals and how to achieve them, and presenting the plan to more than 20 groups, including colleges, academic and student support departments, and Faculty Senate representatives. The Strategic Enrollment Plan now includes a section responding to the public comment, and an appendix of all comments received online and during public forums. The final draft is posted on the enrollment management website (www.cwu.edu/enrollment-management/enrollment-plan). Enrollment Management is responsible for implementing tactics and indicatives that advance new student recruitment goals; the Provost is responsible for those that advance retention and graduation goals. CWU’s ethnic and cultural diversity goal is embedded within the goals for recruitment and retention. New Student Recruitment Initiatives: • Increase the number of applications using services of Royall & Company, which provides student engagement and enrollment management solutions, • Use business intelligence for decision making, e.g. where to deploy recruiting staff, adapt to the changing Gen Z market, • Modernize strategies and tactics at all phases of the recruitment funnel: inquiry, applicant, admitted, enrolled, and • Adopt CRM (customer relationship management) best practices and technology.

Submitted:

Approved for Submission to the Board:

Sharon O’Hare Vice President for Enrollment Management

James L. Gaudino, President

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