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.  partially completeApplications up for ’21-’22 cycle as of 1/6/22; Exploring athletic program options.
2.1.BDevelop annual retention and recruitment plans.partially completeReviewing SACSCOC suggestions to assist in implementation. All hiring/implementation steps are on schedule; Market research report completed by Hanover Research with late January meeting scheduled for advisory group to discuss; Parent newsletter and parent portal implemented with significant engagement from parents of prospective parents, parents also engaging via Chatbot.

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.  partially completeAward matrix developed; first aid packages delivered December 2021; Scholarship levels adjusted and being reflected in new aid packages; Announced and implementing BMW Academy Scholarship program.

2.2.BDefine Transylvania’s pricing strategy relative to market conditions and competitor levels.complete2022-23 tuition plan recommended to and approved by Board of Trustees in October 2021.

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

2.3.ADefine Transylvania’s value proposition and communicate that to internal and external audiences, while ensuring the message is unique and outcomes are clearly articulated.partially completeMessaging being implemented across multi-channel admissions marketing campaign (digital ads, paid search, publications, website, social); Communications flow for potential students developed and implemented August 2021-present.



2.3.BEnhance engagement of Transylvania’s alumni in recruitment, retention and placement.partially completeBoard of Regents, alumni participating in admissions yield events; Created one-pager for alumni to use if they run into prospective students; Determining priority locations for spring events with overlap between admission and alumni events.