June is here, and with it comes a laundry list of summer projects and to-do's, search committees, new hires, CRM implementations.... Need I go on?
Summer is no longer a slow period because the number of things we want to accomplish during these precious few weeks (all while trying to find some time for ourselves and our families) is too great to complete.
Yet it never fails, when I ask staff in graduate and adult student recruitment what their priorities are, enrollment stays at the top. Here's the problem that inevitably creeps in - with all the lofty projects and goals we want to accomplish over the summer, we forget about the one we care most about the rest of the year.
Now, stop what you're thinking; I'm not crazy. I know enrollment is still on everyone's mind, but here is the gap between what you want, and what you're doing: those enrollment efforts (implementing the CRM, hiring that new director or AVP) will bring you long-term results. They will NOT have an impact on your fall numbers.
If all or some of the responsibility for enrollment falls to you, but you're not the one involved in the details, then it is very easy to just check the daily, weekly or (hopefully not just) monthly reports while your new measure is sure to "fix" things. When you do this, it may take 2-4 weeks for a small dip in numbers to get your attention. By then (because now, of course, it's early August), it's simply too late to correct it.
If you really want to make sure you achieve those long-term goals, and still have a successful fall, then you must have a plan to help you bridge the gap. Otherwise, you will fall short or lose the momentum you've been gaining. Just over a year ago, I wrote this post about priorities and it surely is a crucial focal point in the summer too.
What's your plan? Do you have scenarios included? What happens if you see numbers jump 5% next week? What if they dip 8% in three weeks? What actions do you take in those cases?
Need help with your plan?