Admission Committee Minutes, February 22, 2016

Ad hoc Admission Committee Meeting

February 22, 2016

8:30-9:30 a.m., Bauman 210-C

Attending: Michael Dutch, professor of business management, David Hildreth, professor of education studies, Kami Rowan, associate professor of music, Heather Hayton, professor of English, Arlene Cash, vice president for enrollment management, Cyndie Basinger, assistant to vice president for enrollment management

Arlene opened the meeting with a moment of silence.  She had previously shared the Credo Admitted Student Research In-State/Out-of-State dated January 22, 2016 for the committee’s review.

Overall, Arlene did not feel the research had a large enough survey sample and has no confidence in the methodology.  She is not yet finding this data to be useful.  Also, the survey was done in July which is well past the time when students are making their college choices.

We will be doing another study with College Board in May 2016.

It was noted that 80% of out-of-state students chose to attend college closer to home.  Arlene said this reflects a national socio/economic trend and is not unusual.  Both Kami and David suggested highlighting to out-of-state potential students the many opportunities the Greensboro area has to offer in a packet of information or inclusive information on the website.  Links to some possible attractions include:  Civil Rights Museum, Geeksboro, Grasshoppers Stadium, Aquatic Center, Tanger Performing Arts Center, Scuppernongs, Green Bean, and Downtown Greenway.

We also need to market ourselves better to parents sharing that Greensboro is the 80th largest city in the U.S. with a 2.5 million metro population; however, we are a college town that is small enough to be safe yet large enough to offer numerous amenities.

Regardless of the area offerings, transportation from Guilford College is problematic.  We should discuss options to provide convenient transportation for students especially in light of the new general education redesign focusing on community-based learning.

Another concern is students who chose to not attend Guilford perceived another institution to have a stronger reputation.  This is worrisome for both in-state and out-of-state students.  Michael believes Guilford has some name recognition, at least in the adult market, and we should stoke up our reputation with marketing, possibly with two billboards along I 40.  Perception is everything.  High Point University is an example of a college not afraid to tout their own horn, although academically they are not as strong as Guilford.  Elon University is another example of an institution that marketed themselves while strengthening their academic reputation.

Arlene said we benefit from proximity to other colleges (both Elon and HPU) for families stopping by to visit Guilford while they are in the area. The campus visit experience can be a game changer for students.

To look at advertising options, Marketing and Admission recently visited PTI Airport to look at high visibility spaces.  There are spots available for free advertising about events open to the public; EMF and TEDx events on campus could qualify.

Enrollment is conducting research and collecting data to better inform us as we maximize our yield on our current prospective students, along with getting more students in the funnel for the future.    Enrollment is creating an Outcomes piece to send to parents (highlighting the return on their investment), counselors are calling all students and coaching them in the admission process, financial aid letters are being released earlier, and we are working on building our social media presence through Facebook, Snapchat, Twitter and Instagram.

Arlene is encouraged to share Enrollment initiatives with faculty either at an upcoming faculty meeting, a document post on the Moon Room and/or make information available for Division Meetings.  Certainly updates can be shared at the Opening Community Meeting in August.

Kami thanked Arlene for sharing these initiatives.  Everyone is eager to hear a vision and get behind a leader.  Arlene welcomes any opportunity to continue the conversation.

The meeting was adjourned.  The next meeting is scheduled for March 7 at 8:30 a.m. in Bauman 210-C.