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Guiding Objective #2

Increase demand for and access to a Transylvania education in order to grow total enrollment to 1150 by 2024.

2.1 Meet enrollment growth goals by developing and implementing a comprehensive strategic enrollment plan that enhances marketing, messaging and communications; adds innovative curricular and co-curricular programs; identifies new markets and increases alumni engagement.

2.1.AEmpower the Strategic Enrollment Council with responsibility and accountability for the overall strategic enrollment plan, using internal and external data to identify growth opportunities and set specific target population enrollment goals to achieve overall enrollment objectives.  (i) Increase incoming new student class for Fall 2022 to 325 while preserving or improving the academic quality of the entering class.
(ii) Increase overall retention rates by 2%.
(iii) Explore new athletic programs that could increase enrollment and attract outstanding students.
2.1.BDevelop annual retention and recruitment plans.(i) Implement supplemental instruction QEP.
(ii) Implement a program for recruiting in designated out-of-state locations.
(iii) Identify targeted populations of neurodivergent students whom Transylvania is best positioned to support; develop recruitment and retention plans.
(iv) Increase enrollment of international students and enhance study abroad opportunities.
(v) Formalize parent engagement strategy to include parents of prospective and current students.
(vi) Implement the first year of plan for establishing Institute for Student Success.

2.2 Optimize a financial aid, scholarship and pricing strategy to attract, support and retain students while also maximizing net tuition revenue.

2.2.ADevelop a scholarship and financial aid award matrix to meet/exceed enrollment, net tuition and discount rate goals.  (i) Establish an award matrix to yield incoming first year class of 325 and optimize net revenue. 
(ii) Recalibrate scholarship levels to enhance opportunities for recruiting diverse student populations.
(iii) Enhance William T. Young Scholarship program by expanding programming and recruiting.

2.2.BDefine Transylvania’s pricing strategy relative to market conditions and competitor levels.Determine 2022-23 academic year pricing and continuity of or revisions to level tuition plan.

2.3 Articulate the university’s overall marketing/branding strategy with a focus on the Transylvania experience from applicant to alumni.

2.2.ADefine Transylvania’s value proposition and communicate that to internal and external audiences, while ensuring the message is unique and outcomes are clearly articulated.(i) Implement “Pursue Bold Paths” messaging campaign.
(ii) Develop messaging campaign and communications flow for current students.

2.2.BEnhance engagement of Transylvania’s alumni in recruitment, retention and placement.Implement plan to utilize members of Board of Regents, Alumni Board, Young Alumni Council and regional alumni groups in initiatives for student recruitment.