How an effective crisis response plan impacts traditional new student enrollment

Wittbrodt, Laurie This qualitative research examined how the COVID-19 pandemic disruption changed traditional new undergraduate enrollment procedures and results. This study explored the effectiveness of crisis management teams, crisis response plans, and how institutions might respond to an unplanned crisis like the COVID-19 pandemic. Senior and director level enrollment participants were randomly selected from small private institutions throughout the Midwest. In-depth, personal interviews were conducted with 11 institutions starting Fall 2021. Common themes were the need for consistent communication throughout the enrollment process, how enrollment strategies changed within the new competitive environment, and how the lack of in-person campus visits impacted enrollment. Traditional new student enrollment depends on the entire campus community [faculty, students, and staff] not solely the admissions staff to encourage prospective students to consider their small private institution. Participants found the reduction of in-person visits during the COVID-19 pandemic compared to previous years negatively impacted new enrollment. Institutions were creative with one-on-one meetings by walking around campus via Zoom. Competition from other small private institutions was fierce and prospective students found options with tuition discounts. Mask mandates and vaccine requirements impacted incoming students, and many decided not to enroll. Building strong relationships with parents and students coupled with clear, kind communication worked to increase traditional new student enrollment. Admissions leaders that were adaptable with changing enrollment procedures experienced a positive impact on traditional new enrollment.

Grantor dc:publisher

Alverno College

Year dc:date

2022

Author dc:creator

• Wittbrodt, Laurie

• COVID-19 Pandemic, 2020-
• College students
• Education, Higher
• Crisis response plans
• Traditional new student enrollment
• Campus visits
• Crisis management
• College admissions

Statement dc:rights

• These materials may be used by individuals and libraries for personal use, research, teaching (including distribution to classes), or for any fair use as defined by U.S. Copyright Law.

Language dc:language

English

Repository record dc:identifier

https://alverno.omeka.net/items/show/258

OAI identifier oai:identifier

oai:alverno.omeka.net:258