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Oakland University - News Archive - Admissions shifts to enrollment management
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(Tuesday, December 11, 2001)Tj
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(Admissions shifts to enrollment management)Tj
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(The distinction may not be important to many, but it is to Robert Johnso\
n, vice provost of enrollment management, and his)Tj
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(team. Where admissions is focused primarily on recruiting students, enro\
llment management addresses the entire process of)Tj
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(effectively recruiting, enrolling and graduating students in a systemati\
c and customer-friendly way. The enrollment management)Tj
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(team currently consists of the Financial Aid, Admissions and Registrar o\
ffices.)Tj
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(OU\222s transition from an admissions model to enrollment management has\
happened over the last five years. Through a new)Tj
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(enrollment management process:)Tj
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(Enrollment has increased to more than 15,800 students as of fall 2001.)Tj
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(Maintained average entering freshmen GPA and ACT score of 3.2 and 22, re\
spectively, during a rapid growth period.)Tj
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(OU is becoming a first-choice university for more incoming students.)Tj
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(The number of freshmen who are full-time students has increased.)Tj
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(The university\222s market share in southeastern Michigan has increased.\
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(All this supports OU\222s )Tj
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(2010 Vision)Tj
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( of increasing enrollment to 20,000 students and increasing the quality \
of incoming students.)Tj
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(\223Our accomplishments over the years are important to Oakland,\224 say\
s Johnson. \223And, the changes we\222re making as a result are)Tj
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(good for students and for the university.\224)Tj
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(Changes on the way include making the Web the main tool for service deli\
very at OU.)Tj
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(\223In a very short time, all services related to registration, records,\
bill payment, admissions, financial aid, orientation and all other)Tj
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(enrollment services will be available to students over the Web,\224 John\
son says.)Tj
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(Online academic advising, transcript transmission, application for finan\
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(tours and degree auditing will join the many services already available.\
Today, OU students can )Tj
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(.)Tj
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(\223This shift to a more student-centered model allows students to acces\
s services 24 hours a day, seven days a week,\224 Johnson)Tj
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(said. \223Today\222s students think it\222s nice to be able to access se\
rvices at their convenience, but we\222ll lose students tomorrow if we)Tj
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(don\222t make the shift \226 because today\222s college-bound high schoo\
l students expect a higher level of service delivery.\224)Tj
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(\223In order for colleges and universities to remain competitive in this\
complex and evolving market, they must fully incorporate the)Tj
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(Internet into their everyday operations and overall recruiting efforts,\224\
says Phillip Dunkelberger, president and CEO of Embark.)Tj
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(Embark, an online admissions service provider, reported a 175 percent in\
crease in the number of online applications it)Tj
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(processed from July 1, 2000, through January 1, 2001, compared to the sa\
me period in 1999/2000.)Tj
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(It\222s a nationwide trend that also plays out at OU.)Tj
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(Oakland University\222s incoming students used the Internet to inquire a\
bout or apply to OU at an increasing rate. The number of)Tj
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(online inquiries jumped from 165 in 1998 to more than 2,000 in 2001, whi\
le online applications increased from 80 to nearly 800)Tj
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(in the same time.)Tj
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(About 87 percent of college-bound high school students report using e-ma\
il regularly, according to a studentPOLL report)Tj
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(published by Art & Science Group. Forty-four respondents reported loggin\
g onto the Internet one or more times per day and)Tj
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(another 38 percent use it three or more times a week.)Tj
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(Oakland\222s enrollment management team is taking advantage of how colle\
ge-bound students rely on e-mail by establishing)Tj
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(communication with prospective students through e-mail.)Tj
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(\223Students in the 10th grade today expect a more service-oriented appr\
oach,\224 says Johnson. \223They\222re used to having every piece)Tj
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(of information they need available in an instant, and at OU we need to b\
e able to compete.\224)Tj
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