The COVID-19 pandemic negatively impacted enrollment, a continuation of the decline ongoing since 2010. Two-year colleges are highly dependent on tuition revenue. Consequently, the pandemic exacerbated the postsecondary economic crisis, as 2-year institutions faced financial hardship amidst enrollment uncertainties. In response to the pandemic,…

As school choice increases, parents are expected to act like consumers choosing from a school marketplace. However, to what extent do parents understand and enact this new role? Drawing on organizational theory, we examine the mismatch between the ostensive (ideal) and performative aspects of the school choice enrollment routine. Analyzing…

This study examined how Directors of Admissions informed, conceptualized, and delivered a response to summer melt in the admissions enrollment process, if at all. Semi structured interviews were conducted with eight Directors of Admissions and/or their designee throughout small-medium sized private institutions in New England, chosen through…

Enrollment and retention in higher education can be challenging under normal circumstances, but combined with a global pandemic, institutions will need to look at strategies to help navigate these uncertain times. This dissertation provided the needed research on the processes of decision-making related to enrollment, retention, institutional…

This study investigates how universities can increase enrollment by advertising anxiety resources to prospective students during the college search process. Anxiety is classified as a mental health crisis on today's college campuses and is the leading concern for college students. There are eight major factors associated with anxiety among college…

This 11th update of the Community College League of California's (CCLC) biennial Tenure and Retention Report includes late summer/early fall 2022 to July 31, 2024. This period witnessed perennial California CEO challenges: economic volatility, burdensome laws and regulations, dysfunctional boards of trustees, State legislative and policymaker…

This article highlights the challenges, triumphs, and setbacks experienced by a mid-sized, public institution in Eastern Canada that is now more than two years into the SEM process. It shares how a team built a sense of urgency in an institution with historically-low retention rates and developed a variety of strategies and structures to improve…

The decision to enroll in college is not a single choice but rather the final step of a much longer process in which students make a series of choices regarding how to think about, research, and decide on enrolling. Traditionally, enrollment managers have used the enrollment funnel as a model to focus resources and efforts on acquiring and…

Through the lens of a traditional enrollment management funnel, this descriptive quantitative research study explored variations in the level of perceived importance of institutional communications strategies on the enrollment decision of admitted domestic, campus-based master's degree students at the University of Kansas (KU). Data collected via…

This article assesses changing interest from India in Canadian versus U.S. universities since the 2016 U.S. presidential election, as measured by search activity reports from Google Trends. The findings indicate a rise in Indian interest toward Canadian versus U.S. universities was underway before the election. After controlling for this trend…

In this study, we develop and implement a text messaging re-enrollment campaign to encourage former community college students to return to college. Former students are randomly assigned to one of two treatment groups that either receives information to simplify the re-enrollment process or receives both information and a one-course tuition…

The University of California (UC) is a research-intensive institution that is widely considered to be the best public university system in the United States. A total of 147 years of sustained academic distinction has made admission to UC's nine undergraduate campuses among the most competitive in the nation. More students apply to UC than any…

Enrollment managers, like most managers, have goals that must be focused on with precision, excitement, and vigor. Enrollment managers must excel at enrollment planning. Typically, enrollment planning unites undergraduate and graduate recruitment plans, out-of-state recruitment plans, marketing plans, retention plans, international enrollment…

Fewer international students have applied to and enrolled in US institutions, as 40 per cent of US institutions reported a drop in international applications since 2016. Subsequently, US institutions must ensure that their international admissions materials are as equitable and transparent as possible. Expanding previous work, this study examines…

There is considerable interest in the impact of policy alternatives to race-based affirmative action (AA) on under-represented minority (URM) university enrollment. Widely-implemented alternatives include percent plans, which guarantee admission to top high school students, and holistic review, in which applications are evaluated on a…