In the 2012-2017 update to the University of West Florida Strategic Plan, UWF set a priority to “facilitate students’ access to and choice of the University of West Florida to meet their higher education needs” (UWF Strategic Priority 1.2). The Strategic Plan indicated that UWF should “develop and execute a University-wide coordinated and strategic recruitment and enrollment plan that defines an optimal student profile within the context of UWF’s mission and available resources.” In cooperation with the Director of Strategic Enrollment Planning and Institutional Research, the Director of Student Retention Initiatives, and other key individuals from throughout the University, the Assistant Vice President for Enrollment Affairs leads UWF’s efforts to achieve this objective.
Strategic enrollment planning (SEP) “refers to a complex and organized effort to connect an institution’s mission, current state, and changing environment to long-term enrollment and fiscal health. SEP is a data-informed and ongoing process that identifies, evaluates, and modifies strategies and enrollment goals in light of internal and external forces that may influence the direction of the institution” (Hundrieser, 2012, p. 32). Strategic Enrollment Planning and Institutional Research staff support this process in a number of ways. For instance, they assist with the forecasting of outcomes on metrics like student headcount, FTE, and credit hours, as well as with predictive modeling. For the purpose of strategic enrollment planning, predictive modeling is a statistical technique which uses historical data to determine the likelihood that a potential or current student will perform some desired behavior, such as enrolling or continuing at the University. UWF can apply information generated through predictive modeling to improve the utilization of University resources, both human and financial, in recruiting students and in designing interventions to promote student persistence and success.
A Web page detailing UWF’s strategic enrollment planning process and products is under construction and will be linked here when available.
Hundrieser, J. (2012). Building a culture of strategic enrollment management. In J. Hundrieser (Ed.), Strategic enrollment planning: A dynamic collaboration (pp. 31-44). Coralville, IA: Noel-Levitz.