David Erdmann has been a college admission dean for more than 30 years and an independent school enrollment consultant for more than 20. Over those years David has "discovered" 10 breakthrough ideas that, when applied in combination, will help achieve enrollment success at your school. In this session he will share these breakthrough ideas and invite your comments and discussion participation. David Erdmann, Dean of Admission and Enrollment, Rollins College, FL

1. Eureka! Ten Breakthrough Ideas for Enrollment Optimization A good idea is where you find it (David Holmes) TABS 2010 Annual Conference David Erdmann Dean of Admission & Enrollment, Rollins College Director, Essex Institute for Independent School Enrollment Management

2. The future ain't what it used to be (Tom Petty) Essex Institute

4. Economic uncertainty

5. Changing consumer behaviors

6. Educational options

7. Family satisfaction with your school and its market positionEssex Institute

8. Actual and Projected Percentage Changes in Public High School Graduates(Source: National Center for Education Statistics (NCES)

9. California Enrollment Projections White Non-Latino (Source: California Dept. of Education)

10. Universe Inquirers Visits Applicants Accepts Enrolled The power of word of mouth Word of mouth Word of mouth Word of mouth Top tier schools Other tier schools Essex Institute

11. “Stronger” Reputation (1:4 Win:Loss Ratio) X (1:1 Win: Loss Ratio) “Weaker” Reputation (4:1 Win:Loss Ratio) The power of market position Essex Institute

12. Idea # 2 Get it right the first time (Phil Crosby) Idea # 2 Corollary– It’s not a mistake until it goes out the door Essex Institute

13. Idea # 3 If you’re not thinking segmentation, you’re not thinking (Tom Peters) Essex Institute

14. 100% 90% 80% 70% Investment Required to Increase Family Interest 45%   Curiosity Curiosity Awareness Interest Desire Commitment Commitment 0 Family Interest Level Idea # 4 Change focus as family moves up the interest curve Universe StealthInquirer Inquirer Visit Apply Graduate Give Back Enroll Focus on school and student Focus on student Focus on school Essex Institute

15. Idea # 5 Align financial aid with enrollment priorities Idea #5 Corollary-The need-based financial aid model won’t work anymore Essex Institute

16. Case Study: Changes in family contribution2007-2008 to 2008-2009 (random study) $3,000 $ $2,000 $ Price Increase $ $1,000 -$1,000 -$2,000 -$3,000 Cases Essex Institute

17. Cases Essex Institute

18. Idea # 6 Think net revenue (David Breneman) Idea #6 Corollary-Capping financial aid could result in lower enrollments and a loss in net tuition revenue Additional net revenue Essex Institute

19. Idea # 7 The middle class is an untapped market Independent School Enrollment - Economic Bi-Modality Essex Institute

21. Number of children = 1

22. Adjusted Gross Income = $130,000

23. Federal taxes = $15,000

24. Net income = $115,000

25. Total savings = $100,000

26. Family contribution = $35,800Essex Institute

27. Idea # 8 Leadership counts - more than we think - about it (Essex Institute) Essex Institute

29. Forward looking

30. Inspiring

32. Enable others to act

33. Challenge the process

34. Encourage the heart

35. Inspire a shared vision(James M. Kouzes & Barry Z. Posher) Essex Institute

36. Ten Critical Leadership Flaws (Jack Zenger) Lack energy and enthusiasum Accept their own mediocre performance Lack clear vision and direction Have poor judgement Don’t collaborate Don’t walk the talk Resist new ideas Don’t learn from mistakes Lack interpersonal skills Fail to develop others Essex Institute

37. Idea # 9 The “baby on board” is now your colleague in the workplace and seeks your guidance and support (Neil Howe) What Millennials Want Mentoring and coaching Almost daily feedback Project co-ownership (working in teams) A solid work/life balance A road map to success and job security Seek work that is personally fulfilling Essex Institute

38. Idea # 10 Personnel problems don’t go away until the people do (John W. Hanes, Jr. while on the Yellowstone River, Montana) Essex Institute

39. Ten Breakthrough Ideas The house always wins Get it right the first time If you’re not thinking segmentation, you’re not thinking Change focus as family moves up the interest curve Align financial aid with enrollment priorities Think net revenue The middle class is an untapped market Leadership counts…more than we think…about it The “baby on board” is now your colleague in the workplace and seeks your guidance and support Personnel problems don’t go away until the people do Essex Institute

40. Most things we worry about never happen (Tom Petty) David Erdmann Derdmann@rollins.edu Essexinstitute.com Erdmannconsulting.com Essex Institute