In March of 2022, the University convened several dozen faculty and staff leaders to tackle an ambitious goal: growing enrollment to 10,000 students. This initiative, entitled Growing Size and Place, included a Strategic Enrollment Plan (SEP) alongside Campus Master Planning.
Over the next year, executives held several meetings and formed sub-teams to brainstorm enrollment growth ideas. These ideas culminated in a “Shark Tank” -style pitch session where teams presented their strategies. Ten initiatives emerged from this summit:
- New Academic Program Development
- Increasing Percentage of Students with Ability to Pay
- Recruiting Veterans
- Recruiting Transfers
- Recruiting Internationals
- Marketing to Current Students
- Expanding Partnerships
- Sophomore Success
- Career and Calling
- Student Life
New Programs Attract Students
Several initiatives have already come to fruition. The first initiative, New Academic Program Development, has yielded several successful programs enrolling students now. These include:
- Cybersecurity (Bachelor’s and Master’s)
- Learning, Technology and Design (Bachelor’s in
- Instruction Design)
- Leadership Master’s
- Bachelor of Social Work
- Professional Science Master’s
Improved collaboration between SEP leaders and HCU academic stakeholders has streamlined program planning, coordination and promotion. Previously, new programs might launch without descriptive web pages. Now, some web pages are launched a full year before the program commences.
Other Initiatives Show Progress
- Transfer Student Recruitment: The University implemented DegreeSight, a system that helps answer a crucial question for transfer students: how long will it take to graduate? This web-based tool allows prospective transfers to upload their community college coursework and see how it applies to specific HCU degrees, saving time for both students and staff.
- Veteran Student Services: Operation NorthStar targets Houston’s estimated 300,000 veterans with an aim to help them discover God’s plan for their lives. The plan includes peer mentorship, work-study opportunities, career readiness programs and academic support. The veteran work-study program hires veterans to assist veterans, collect data and perform departmental tasks. New marketing and recruiting efforts have already increased HCU’s veteran population by 4 %.
- International Student Recruitment: The University streamlined procedures for new international students and strengthened collaboration between departments. Staff participated in recruiting fairs in Latin America, and the director connected with thousands of students at virtual Education USA fairs. Responding to student and parent requests, HCU partnered with a new vendor to accept payments in most other countries’ currencies.
Enhancing the Student Experience
The University has plenty of marketing efforts for prospective students and parents, and plenty of communications to alumni. However, the SEP committee identified a need for improved marketing and communication for current students. Initiatives include a rebranded Student Life e-newsletter, new campus photography showcasing the new University logo, reworked maps and displays and a new athletics e-newsletter entitled “Husky Headlines.”
Focus on Retention
Student retention and campus life were also identified as key concerns. A new sophomore class was piloted in the spring, and a new full-time employee was hired to oversee the Freshman Village residence halls. New emphasis was placed on student programming including “tentpole events” where students are invited to something fun such as the Polar Bear Plunge or the Crawfish Boil.
Looking Ahead
James Steen, Vice President for Enrollment Management and Marketing, led the strategic enrollment planning process with support from Ruffalo Noel Levitz (RNL), a higher education consulting firm. Steen said, “The Strategic Enrollment Plan launched in the fall of 2023 will support the institutional strategic plan to eventually grow to 10,000 students. These SEP action plans were funded based on the strategies with the potential to influence key performance indicators (KPIs) that will help HCU recruit and enroll more new students as well as retain more of those who are current students.”
The Strategic Enrollment Plan (SEP) committee shifted into implementation mode and the group changed its name to the Strategic Enrollment Management (SEM) team in summer 2023. The team is now managing their second year. Here is a glimpse into what’s next:
- International Student Services will connect prospective students with HCU alumni in their fields of interest, focusing on recruitment in countries with higher visa approval rates.
- Marketing plans to launch a new e-newsletter for current students.
- Half a dozen new degree programs are under consideration, but details cannot be shared until they are further along in the accreditation process.