Morehead State University PROPOSAL COPY, RFP 07-10

Black has over 24 years of experience with emphasis on enrollment management and marketing higher education.. Black has published a monograph titled, Navigating Change in the New Millenn

DRAFT SEM Works Copy for Morehead State University RFP 07-10

Ray, some COVER LETTER SELLING POINTS to be used as you wish

 We are SEM Works, and as our name suggests, enrollment management is what we do best

 Over 300 higher education clients at colleges, universities, community colleges/two-year colleges, and systems in US and five foreign countries, and SEM plans for all of these types institutions/systems

 Staff has over 400 years of experience in higher education (mostly practitioners), and Dr Black has over 24 years of experience with emphasis on enrollment management and marketing higher education

 Over 100 enrollment management and

marketing/communication audits

DR BLACK’S BIO.

The president and CEO of SEM Works, Dr Jim Black, isthe founder of the National Conference on StudentRetention in Small Colleges and cofounder of theNational Small College Admissions Conference and theNational Small College Enrollment Conference Heformerly served as the director of AACRAO’s StrategicEnrollment Management Conference Dr Black has

published a monograph titled, Navigating Change in the

New Millennium: Strategies for Enrollment Leaders, and

three books, The Strategic Enrollment Management

Revolution, considered to be a groundbreaking publication for the enrollment

management profession, Gen Xers Return to College, and Essentials of

Enrollment Management: Cases in the Field Among his other published

works are numerous articles and book chapters including a feature article in

College & University, Creating Customer Delight; a chapter, Creating a

Student-Centered Culture, for a book on best practices in student services

published by SCUP and sponsored by IBM; a chapter on enrollmentmanagement in a Jossey-Bass book on student academic services; as well as

a bimonthly feature in The Greentree Gazette

Black was honored as the recipient of the 2005 AACRAO DistinguishedService Award He has been interviewed by publications such as TheChronicle of Higher Education, Converge Magazine, The EnrollmentManagement Report, The Lawlor Review, and was interviewed for AACRAO’sData Dispenser Black also was featured in an international teleconference onenrollment management sponsored by The Center for the Freshman YearExperience at the University of South Carolina, and a PBS broadcast on

“Blending High Tech and High Touch Student Services.” Since 1999, JimBlack has been an IBM Best Practices Partner, one of only twenty-three inthe world He was invited by The College Board to Heidelberg, Germany, toevaluate the APIEL Exam and most recently was invited to lead conferences

on enrollment management and student services in the United Kingdom andthe Netherlands

Dr Black has served on the boards of several technology companies and hasconsulted with companies such as Microsoft, Blackboard, and the SASInstitute Higher education clients have included two-year, four-year, public,and private institutions Jim earned a B.A in English education and M.A inhigher education administration from the University of South Carolina, aswell as a Ph.D in higher education curriculum and teaching from TheUniversity of North Carolina at Greensboro

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Steven T Carnish

Project Responsibilities: Graphic design, optional creative templates

Steven has over twenty years of experience as a GraphicDesigner and Illustrator His diverse experience includessign design, packages for marketing presentations,promotional material for print and Web marketing andvideo production, Website design, content development,and maintenance, commercial story-boarding,architectural illustration, and logo standards and graphicidentity systems Steven has a broad array of industry experience includinghigher education, entertainment, telecommunications, multi-mediacompanies, and organizations involved with technical communications,computer graphics, advertising, public relations, media placement, e-marketing, and collateral development

Mr Carnish's proficiency in software by Adobe, Corel, AutoDesk, andLuxology is an extension of his skills in traditional illustration methods Hisversatility and knowledge of software and graphic design standards,accompanied with experience in project management, drafting, commercial &residential illustration, 3D illustration, vector & raster illustration, photoediting, architectural sign design, vinyl application and large-format printing,provides an invaluable service to various industries

Steven’s education in Commercial Graphics from Randolph CommunityCollege is complemented by certification as an Internet Webmaster/Designerfrom Guilford College, and additional coursework for the graphics industryand internet related software

COMPANY PROFILE

Jim Black and Associates, Inc., converted to SEM Works in February of 2004

as an LLC Prior to February 2004, Jim Black and Associates, Inc., had beenworking and performing services in the higher education consulting industryfor ten years SEM Works was founded by Dr Jim Black and is grounded in along history of higher education clients through consulting and professionaldevelopment The SEM Works team has four-hundred years of combinedexperience with more than 300 higher education clients from five countries.SEM Works’ staff has experience with four-year public and privateinstitutions, college and university systems, graduate and professionalschools, community colleges, technical colleges, proprietary schools, andnonprofit and for-profit organizations

The SEM Works staff is comprised of twenty-seven individuals, primarilycurrent or former practitioners in the field and creative servicesprofessionals Including Dr Black, your lead consultant, there are nine SEMWorks consultants—each with their unique specialty areas In addition to theconsulting group, SEM Works employs a director of technology services, adirector of market research, a director of educational research, a researchanalyst, a director of marketing and customer relations, a director ofbusiness development, a conference director, two account representatives, adirector of operations, team of Web designers, three graphic designers, acopywriter, and an editor A consulting team will be assigned to MSU based

on your needs, campus type, and distinctive culture including

While our core business is consulting, we also provide some of the bestconferences, technology services, on-site training opportunities, marketresearch, and creative services in the industry SEM Works offers solutionsdesigned to improve enrollment outcomes and the image of our clientswithout overtaxing resources such as budgets, staffing, and IT support

SEM Works provides consulting services to colleges and universities needing

to assess existing operations and develop related plans Areas of consultinginclude:

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Organizational Change Web Development

Graphic Design/Publications Development Electronic Communications

Ferris State University, 2003, 2005 and 2007

Craig Westman, Ph.D

Provost for Enrollment Management Services

University of Texas at El Paso

ASB Room 102

500 West University Avenue

El Paso, TX 79968

cewestman@utep.edu or 915/747-5093

An enrollment capacity audit and enrollment planning consulting was

provided Key concepts such as branding, marketing, the relationship

continuum, integration, the enrollment funnel, student recruitment, student retention, and student services were addressed

"Ferris State University has had Jim Black to campus several times Each time Jim has brought institutional focus to enrollment

management and how enrollment management is an institutional imperative, not a singular unit's job Jim has aided Ferris in

realigning its recruitment activities to place them into a firm

strategic enrollment management context About every two years, Jim comes to campus to get our batteries recharged—to look

critically and strategically at how we are doing our recruiting Jim's guidance has allowed Ferris to embark on successful e-Recruitment and print campaigns Jim's guidance has been instrumental in the past several years of Ferris's success—a 15.63% growth in

Arkansas State University, 2005–2006, two years

Rick Stripling, Vice Chancellor

E-mail campaign technology and strategy were provided by SEM Works arealready yielding significant results ASU has had more visitors to campus thisfall than ever before

"There are a lot of consultants We needed someone to understand our institution’s mission and purpose Jim Black's knowledge of the enrollment process and higher education marketing greatly helped our institution focus on enrollment and marketing efforts that

matter We have seen an increase in our freshman class for the

second straight year Freshman enrollment has increased 27 percent for the past two years, and this year's class represents the largest freshman class that we have seen in eight years Our spring to

spring enrollment increase is the largest in at least fourteen years and the second highest spring semester enrollment in history SEM Works and Jim black delivered!"

Rick Stripling, Vice Chancellor

 Since SEM Works began consulting for ASU, total student enrollmenthas grown from 10,500 to 12,000, an increase of 16%

 Fall 2008 headcount represents a 6.3% increase over fall 2007 andexceeds the record enrollment of 1992

 The fall 2008 freshman class is up 9.1% over last year and it exceedsthe record enrollment set in 1983

 The 2007 freshman class has increased for the second straightyear Freshman enrollment has increased 27 percent for the past twoyears, and the 2007 year's class represents the largest freshman classthat ASU has seen in eight years

 Fall 2007 unduplicated headcount is the highest recorded enrollmentsince 1992

 Spring 2007 to spring 2008 enrollment increase is the largest in atleast fourteen years and the second highest spring semesterenrollment in history

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Eastern Oregon State University, summer 2007

Michael Jaeger, Provost & Vice President for Academic Affairs

One University Boulevard

of data and strategies that explain and impact EOU’s brand, marketing,admissions policies, retention programs, and financial aid processes Goalsincluded strategies to: increase applicant pools; improve and stabilize yields

at inquiry, application, and enrollment stages; financial aid packaging;follow-up activities after inquiry and application, improve retention rates byassessing student services, increase demographic diversity and/or ethnicdiversity; and activities to evaluate progress and success

"Eastern Oregon University was faced with declining enrollment, organizational challenges, and fiscal sustainability problems Leadership recognized that we needed help to refocus our attentions

in enrollment management and support structures that would facilitate a stable student population SEM Works answered our RFP and delivered a comprehensive plan to revitalize the University As a result of their work, Eastern restructured Academic and Student Affairs to create a new unit on campus called Enrollment Management This new organizational structure has made it possible for us to marshal financial aid, admissions, and the goals of academic enrollment in one strategic unit After only three months in operation we already have seen an improvement in admission applications for fall of 2008 by double digit amounts, but also higher enrollment numbers for winter 2008 and spring 2008

Enrollment Success:

 Undergraduate enrollment has increased an average of 10.8% over the last two years since SEM Works first consulted with EOU

 2009 undergraduate enrollment has increased 17.4% compared

to the year 2007

Michael Jaeger, Provost & Vice President for Academic Affairs

On-campus Enrollment

 “We are thrilled with the large increase in our resident population I am convinced that the strong recruitment and outreach effort by the University, along with EOU’s commitment to providing access by keeping costs low, has raised our stature across the state and the region The largest increase is in first-year freshmen, who make

up the majority of the resident student population.”

Director of Housing & Student Involvement

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PARTIAL CLIENT LIST

Adams State College

Alice Lloyd College

Arkansas State University

Belmont University

Buffalo State College

Carson-Newman College

Clayton State University

East Stroudsburg University

Eastern Oregon University

East-West University

Fayetteville State University

Ferris State University

Fort Lewis College

North Carolina Central University

Northwestern Michigan College

Pacific Graduate School of

Psychology

Paisley University (Scotland)

Seventh Day Adventist University

Slippery Rock UniversitySoutheast Missouri State University

Southern New Hampshire University

Spalding University

St Francis UniversitySunderland University (England)Francis Marion University

University of California at Santa Cruz

University of IdahoUniversity of Maine at Fort KentUniversity of Maine at MachiasUniversity of Maryland—Eastern Shore

University of Missouri—Kansas City

University of North Carolina at Greensboro

University of Regina (Canada)University of Texas at DallasUniversity of Texas at El PasoUniversity of Vermont

University of West FloridaUniversity of Victoria (Canada)Villanova University

William Paterson University Winona State University

CURRENT LIST OF ENROLLMENT MANAGEMENT CONSULTING

SERVICES CLIENTS

 East-West University, Dr Madhu Jain, Provost, 816 S

Michigan Ave., Chicago, IL 60605, (312) 939-0111 x1803, madhu@eastwest.edu

 Centennial College, Jennifer Leith, Vice President Student and

Community Engagement, Toronto, Ontario, (416) 289-5050 x3545, jleith@centennialcollege.ca

 Andrew College, Dr Joree Jones, Dean of Administration and

Advancement, 501 College St., Cuthbert, GA 39840,

(229)732-5935, JoreeJones@andrewcollege.edu

 Fanshawe College, Lane Trotter, Senior Vice President of

Academics, 1001 Fanshawe College Blvd., PO 7005, London Ontario, N5Y 5R6, (519) 452-4430 x4463,

ltrotter@fanshawec.ca

 University of Colorado at Denver (contract to be signed after

November 10, 2009, David Turner, Purchasing Agent, Procurement Service Center, P.O Box 173364, DC 116, Denver,

CO 80217-3364, (301) 315-2787, David.Turner@cusys.edu

 Horry-Georgetown Technical College, Harold Hawley, Vice

President for Finance, 2050 Hwy 501E, Conway, SC 29526, (843) 349-5279, harold.hawley@hgtc.edu

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SCOPE OF THE WORK AND EXECUTIVE SUMMARY

The leadership at Morehead State University has determined the need for a consultant to develop an enrollment management plan that has institution-wide support, is systematic, comprehensive, data-driven, and designed to attract and enroll an optimal mix of students that can be successful at MSU SEM Works will partner with Management of America, Inc to meet the

following needs

1 Scope of the work includes assessments of:

 University brand, communication tools and marketing strategies

 Marketing and recruitment strategies and operational practices

at each stage of the admissions process

 Adequacy of resources (including operating budget, technology and personnel) committed to enrollment management and marketing

 Organizational structure, policies and processes used to supportenrollment management and marketing

Executive Summary of SEM Works’ Response

 Conduct a four-day strategic enrollment management audit with focus on marketing and communications

 Deliver an on-site executive summary of findings and related prioritized recommendations

 Submit a comprehensive written enrollment management audit report with a focus on marketing and communications

2 Scope of the work:

 Translate Management America’s market research,

geo-demographic and enrollment opportunities into an integrated, Strategic Enrollment Management (SEM) plan

 Collaborate with MSU’s faculty, administration and staff to develop an integrated SEM plan that: enhances the yields and value of marketing, recruitment, enrollment and retention efforts; aligns marketing and strategic enrollment plans and strategies; develops an effective brand and messages that are consistent, coordinated and sustainable; and re-engineer plans and process as necessary to optimize marketing and enrollment management strategies

Executive Summary of SEM Works’ Response

 Conduct a two-day SEM and marketing/branding retreat.

 Conduct 3 two-day SEM and marketing/branding strategy sessions

 Write an integrated SEM plan that includes marketing/branding and other strategic opportunities

 Conduct 2 two-day sessions for facilitation with implementation

of the SEM plan

FULL RESPONSES

SEM Works’ Four-day Enrollment Management Audit

To meet the scope of the work, SEM Works will conduct an in-depth review ofMSU’s enrollment management strategies, policies and practices beginning with a four-day enrollment management audit with an in-depth review of marketing and communications

Dr Jim Black, your lead consultant for enrollment planning, will conduct a four-day audit of MSU’s SEM planning process This review will consist of:

 A pre-visit situational assessment, involving an examination

of existing institutional strategic plans, marketing and communication plans, strategic research, environmental assessments, governance and decision structures, and related documents

 A four-day site visit during which Dr Black will facilitate a

series of meetings with faculty, administration, and staff as well

as student focus groups, culminating in an oral presentation with prioritized recommendations to the executive staff and other invited guests

 A first draft of a written report with recommendations

within 4-5 weeks of the site visit

 A final written report inclusive of observations and related

recommendations prioritized as mission critical (MC), essential(E), or desired (D)

 Current SEM plan

 President’s State of University Report

 Academic development plan and priorities

 Enrollment management goals, plans and strategies

 Marketing goals, plans and strategies

 Recruitment and communication plans

Recruitment, Branding, Image, and Collateral Tools (Materials)

 Brand marketing and communication materials, collaterals, electronic communications, and Web sites employed in the recruitment of students

 Visual appeal, and brand message relevance and consistency

of marketing and communication materials, as well as the navigation of recruitment Web sites

Organization & Governance Structures:

 Organizational charts

 University governance and decision structures

 SEM Committee (and sub-committee) charter(s) and accountabilities, if available

SEM Operations:

 Enrollment operations infrastructure (organizational structures, staffing, budgets, technology) and resources that support the SEM planning and implementation process and any potential re-engineering

 Administrative policies and related documents

Environmental Analyses:

 Environmental scan (external and internal)

 Strategic research: image and market research, campus climate

 Market research with prospective students and their parents three years ago

 SWOT analyses (if available)

Enrollment Trends and Related Research:

 Application, admission, and enrollment trends and yields by key student segments

 Enrollment and student flow trends and analyses

 Student geo-demographic profile

 Student survey research: recruitment and applicant yield studies, student satisfaction surveys, student engagement studies, completions/graduations studies

On-Site Audit

Dr Black’s on-site audit will include direct observations of enrollmentservices operations, a review of related workflow, interviews with staff from