The role of a Dean of Enrollment hasn’t transformed dramatically over the last 50 year, but the role has been recognized by schools, many who have had to struggle to realize what this position is all about and the value it brings in securing the financial sustainability and mission of the schools. Those institutions who have not, have either been fortunate that the demand and their brand position has sustained them for now. However, most schools aren’t in that position and many are still in the dark. It is my hope that this article will help with the reality of the importance of this position. A position in the past that was reserved for friendly and affable people who weren’t necessarily enrollment managers. Now, It’s no longer just about planning friend-making events and evaluating students. Today, the job demands a strategic mindset, revenue generation skills, and a deep commitment to the school’s mission. Let’s dive into what makes the Dean of Enrollment a linchpin for any school’s success.
Strategic Enrollment Thinker
Why It Matters: The Dean of Enrollment often has the broadest view of the school’s landscape. They must adopt a comprehensive approach that covers educational, admission, fundraising, and summer programs, understanding the budgeting process inside out. This strategic operation is crucial for effective enrollment management.
Real-Life Example: Think of a Director who not only plans open houses but also collaborates with the fundraising team to create scholarship opportunities that attract a diverse pool of applicants.
Revenue Generator
Why It Matters: The Dean of Enrollment or Enrollment is directly responsible for a large chunk of the school’s operating budget. This includes enrolling students for both regular and summer programs in some cases. They need intentional strategies to achieve revenue targets, considering factors like student entry points and financial aid allocations.
Real-Life Example: A Director who identifies potential high-donor families during the admission process and sets the stage for future fundraising efforts.
Mission Patron
Why It Matters: Unlike the for-profit sector, private schools aim to create the best educational experience that aligns with their mission. The Dean of Enrollment must be the strongest advocate for the school’s mission, influencing programming and student selection to ensure mission achievement.
Real-Life Example: A Director who selects students that not only meet academic criteria but also embody the school’s values and contribute to its culture.
The 13 Subsets of Excellence
To excel, a Dean of Enrollment needs proficiency in these key areas which are subsets of the major three above:
- Evaluation of Program Quality: Assessing educational and extracurricular programs to ensure they meet the needs of the customer.
- Financial Acumen: Mastery of budgeting, forecasting, and financial planning to sustain revenue generation.
- Student Composition Evaluation: Managing the demographic and academic mix to enhance learning and meet strategic goals.
- Value Proposition: Clearly articulating the school’s unique benefits.
- Brand Positioning: Developing a strong, distinct brand identity.
- Marketing, Communications, and Sales: Implementing strategies that move families from awareness to loyalty.
- Data-Driven Decision-Making: Using analytics to inform strategies and decisions.
- Presentation Skills: Effectively conveying the school’s value to stakeholders.
- Internal Marketing: Promoting the school’s mission and achievements within the community.
- Risk-Taking Assessments: Evaluating and managing risks in enrollment strategies.
- Development Prospect Management: Cultivating relationships with potential donors.
- Auxiliary Services Management: Overseeing revenue-generating programs like online classes and summer camps.
- Strategic Enrollment Management Optimization: Refining recruitment, admissions, and retention efforts for sustainability.
The Dean of Enrollment is more than a recruiter; they are a strategic thinker, a revenue generator, and a mission advocate. By mastering these roles and fostering collaboration among faculty and staff, schools can create a robust recruitment strategy that ensures long-term success. This role is critical for maintaining financial integrity and achieving the school’s mission, making it one of the most crucial positions in any educational institution.
