Strategic Enrollment Initiatives

In this episode of Powering UToledo, host Kristi K. and Interim President Matt Schroeder discuss the University's recent achievement of Carnegie R1 Research status, signifying high research productivity and intensity. In celebrating the faculty's dedication to research and how it transforms UToledo's appeal for prospective students, they talk with Tony Bourne, UToledo’s new VP of Strategic Enrollment Management. The three explore UToledo’s popular programs, its value proposition, community engagement and the student experience – including extracurricular opportunities and lifelong learning programs.

00:00 Welcome to Powering UToledo

01:08 UToledo's R1 Research Recognition

04:31 Enrollment and Popular Programs

06:55 Interdisciplinary Opportunities and Data Science

08:31 Pathways and Pipeline Programs

14:13 Targeted Enrollment Strategies

18:54 The Fun Factor at UToledo

21:08 Engage with UToledo

Transcript

Kristi K.: Hello, and welcome back to Powering UToledo, a podcast featuring the interim president of UToledo, Matt Schroeder, and myself, your host, Kristi K. Hello, Matt, we're back. 

Matt Schroeder: Hey, Kristi, welcome back. 

Kristi K.: I can't tell you how much I look forward to this time with you and Powering UToledo. It's such a great opportunity for all of our listeners to hear directly from you about the positive momentum, the news, the updates that are occurring on both campuses of UToledo.

Matt Schroeder: It is an excellent time to hear not only directly from the president, but from critical members of our team. I think podcast number one was a huge hit. So looking forward to embarking upon number two. 

Kristi K.: I agree. And I have to say this truly feels like a pivotal time for UToledo. 

Matt Schroeder: It is, it absolutely is. We are Toledo's university. This is not only a critical time in the university's history, but really the region. As we pivot to help the region grow, not only for this year, but for years to come. 

Kristi K.: When we started this podcast, we wanted to explore what's exciting, what's innovative, and what's to come at UToledo. Innovation and growth and all of those things. But talk about propelling the university to the next level. The news to open this episode is explosive. And who better than Matt Schroeder to kick off this podcast by describing a recent recognition.

That puts UToledo, this public research university, amongst the top research institutions and universities in the country. So tell us more, Matt. 

Matt Schroeder: Yeah, happy to. So big news in the last week or so with Carnegie classifying the University of Toledo as R1. So high research production, high research intensity.

This is a nine year journey. That was really led by the sweat equity of our faculty. Back in 2015, we made the decision that we were going to become an R1 research university. We are the only R1 institution in this region, and what does that mean? It means that we've done north of 50 million a year in awards.

Last year we came in at just over 72 million. And it also means that we, through our faculty, make research a priority. And whether that's competing for NSF or NIH grants. or grants at the state or local level. Research is in our DNA and at the University of Toledo, we really differentiate ourselves because not only is it in our DNA, whether you're an undergrad student or a grad student opportunities to participate in research at the bench, in the field, on the water, really differentiates us from most.

Kristi K.: And it's so great when you describe why, but also how UToledo earned this. So that's wonderful to hear. And I think our audience. It's definitely needs to get used to the term R1. 

Matt Schroeder: One of 187 in the country. Truly an honor. 

Kristi K.: Let's drill down a little bit more on why this matters from an admissions and an attraction standpoint.

It's yet another distinction that UToledo has that puts a feather on the hat. In the cap of UToledo. And it also exemplifies why this campus, this university continues to be a very strong destination and a choice for students. 

Matt Schroeder: It is not only a choice, it is a number one choice for many students. And you look at our areas of distinction from a research standpoint, and we just start with astronomy and physics,

solar energy, water quality, sustainable technologies. And what we're doing with photovoltaics cell architecture and dynamics. You look at that portfolio of research along with clinical trials and other things that we're doing on the health science campus. It opens up not only a lot of people's eyes, but it really changes the perception of the university of Toledo.

I mean, we have a BSL three. Which is very unique as it relates to infectious disease research. And then how all of those research areas tie into academics, both at the undergrad and grad level. And when you look at our academic portfolio, the sciences, the technologies, the engineering, math, along with the health sciences.

So if you're interested in going into engineering physics. P. T. O. T. M. D. We truly have it here at the University of Toledo. And if you're interested in research that linkage again directly to the research enterprise of the university, it is hand in glove all day long. 

Kristi K.: Absolutely. And in addition to the areas of distinction that you were talking about, there are initiatives that are happening on the daily on our campus that continue to elevate UToledo and our status and really propel our current students and graduates into lifelong career success. Now joining Matt and me in the Powering Utoledo studio is Tony Bourne, vice president of strategic enrollment management for UToledo, such a vital role and welcome. 

Tony Bourne: Thank you very much. 

Kristi K.: It's great to have you here. And we are talking about building enthusiasm and enrollment at UToledo and investing in what the market demands.

So one of the things, Tony, that I'm really interested in, and I know our listeners are as well, is what are some of the programs and majors that are currently drawing the most students to UToledo? I'm going to say those that are in demand, or perhaps those What's the college's most popular? 

Tony Bourne: Yeah, our largest college is the College of Engineering.

So programs like mechanical engineering, computer science and engineering, civil engineering, those are really the hot majors with the largest enrollment. Of course, we have health sciences too, so we have a large nursing program that's one of our largest enrolled programs, as well as the pharmacy program that draws students.

And then of course we have, our arts and letters. So things like communications are also very large programs. So those are ones that stand out the most and attract the most students. But Obviously, with over 200 majors, we have a lot of entry points for students. 

Kristi K.: 200 majors? Yeah. 

Matt Schroeder: Tony, you talk about engineering as one of our flagship colleges . Many students start out in engineering. Many decide quickly like I did. Hey, engineering might not be a good career path. What does that off ramp look like?

What do we typically see? Because Many young people start out with an idea of what they want to be when they grow up. But to your point at the University of Toledo with our portfolio, there's the ability to pivot. And so what does that typically look like in your world? 

Tony Bourne: Yeah. And it really depends on that point in which they decide to change.

And so I was in the same boat you were in change from engineering. I went into economics. And so it's a conversation with an advisor. I'm struggling, I'm not liking it. There's some reason why. You want to make a change and have that conversation early, and we do have early intervention.

So as we look at our advising staff and how they're making sure that students are talking to them before registering for classes that comes out early, and we make sure that we give them that off ramp as early as possible. So they're not going too far down the road and having to backtrack. So ultimately, when you look at the programs where you have the most movement, you would have engineering into business is probably the greatest pathway in terms of the total number of students.

But, My example is I did a bachelor of arts and economics. You can go to the arts and letters school or even into health care. You just have to make that decision early and we have programs in place to make sure that we help students do that. 

Kristi K.: There's also board approval for an exciting new school in data sciences, which I think is a great expansion opportunity.

So tell us more about that. 

Tony Bourne: Yeah, I think the greatest part about is the interdisciplinary nature of that, because data science is one where it's sometimes housed in engineering, sometimes in business, sometimes in arts and letters, so it's bringing those disciplines together.

So a student can get a really well rounded approach as they look at going out into the world and getting a career. They're capable of analyzing those data sets with good technology, but also with the perspective of that kind of worldly view of how this is going to apply to solving a problem. 

Matt Schroeder: I would agree 100%.

And then you look at just interdisciplinary in general. And I really feel that is our future. What NSM, arts and letters the medical school and education coming together on that is, is truly remarkable. And then when we look at, again, our portfolio to really pick and choose different courses that we already offer and package those into a new innovative degree.

It gives us the ability to scale up rather quickly, but most importantly, adapt or pivot to what our students want and what the job market wants. 

Tony Bourne: Yeah, and I think it's helping the students understand the job market because interdisciplinary nature is really what that data science market looks like.

The example would be looking at AI big data sets, you're not just gonna focus in one market segment, you're gonna look across the market. And if you have that understanding of. Types of data is important. What outcomes am I looking for? That's really where the market's going to snatch those students up and give them that good career and income that they're looking for right after graduation.

Kristi K.: And Tony, as you're listening and hearing from some prospective students about their wants, their interests and also from where Toledo can attract learners, achievers, national merit scholars and the like. What are you hearing? 

Tony Bourne: Yeah, I think the pathway programs that we have are really exceptional.

So pipelines between a bachelor to a master's degree that four plus one, that's the traditional pipeline. But we have exceptional programs like the baccalaureate to M. D. Program where student with exceptional grades out of high school can really set themselves up to have that opportunity to interview to get into our medical school as long as they maintain, a good GPA.

Additionally, there's a direct admit program at the pharm D program, the pharmacy doctorate program, which allows them to Again, if they're high performing student out of high school to say, you know what? I want to be a pharmacist. How can I do that as quickly as possible, which gets them into the graduate level programs earlier and really engages them in something they're passionate about.

Kristi K.: Pipeline programs. What a great idea. I love that regarding attracting, retaining and subsequently graduating students in and for lifelong career success. So that's great. 

Tony Bourne: Yeah, and they're continuing to expand. So every every semester faculty are looking at ways to create that advantage and that opportunity for students. And when you couple that with the college credit the students are getting through the college credit plus program. They're taking credits for college from high school.

They're coming here, they're getting done through their bachelor program quicker, and then they move in and graduate. 

 So we're really impacting that workforce development and economic development through those systems. 

Matt Schroeder: And I think what's critically important with that is, whether it's a co op or the externships to get out there, test drive.

Potentially what they want to do when they grow up or pivot professionally. But the other piece that I think the University of Toledo where we're different is it's one thing to get a student to graduation. But as I've been saying really being that running partner to make sure That we are locked arm in arm with them to fulfill their aspirations from a job placement standpoint, not just getting them to graduation, but job placement, I think, is really a competitive differentiating factor for us.

as we work through these students, many of which to your point come in because of college credit plus almost at a junior level. And so they are laser focused on getting that degree and getting that job. 

Tony Bourne: Yeah, it's an experiential learning. Making that a high priority for our students really separates us.

And then, honestly, when you look at that and I think that economic development, the businesses in the community have engaged with that and said, Yeah, I would like to help. And I want to make sure that we're training students and preparing them much better than any other community and really engaging them throughout their learning process so that when they do graduate, they're really ready to hit the ground running.

Kristi K.: Tony, for those listening who are considering sending family members or perhaps they themselves are thinking about coming back to UToledo, what is the absolute best value proposition UToledo offer students to set them up for marketplace and career readiness and success? There's great appeal outcomes.

job offers, that type of thing.   

Tony Bourne: Yeah, that's a really important question because there's a lot of different things to that. So you talk about somebody coming back. So an adult learner that's been out for a while says, I'm not sure we want to look at their credits that they've taken.

We want to look at the modality they want to learn from. So you have an opportunity to do online. You can come do it in person. And we're gonna give them a real Clear picture of how long it's gonna take. What are the opportunities now that can they can get engaged, especially when you look at that population and say, I'm working a job.

How do I convert that to an internship or co-op can we make that happen? Flexibility offer helps those students as well. Other groups would be your direct from high school students. So the ones we've been talking about, it's a primary enrollment bringing students from high school and bring them in really engaging them early and understanding what their options are.

So whether a student is that really high performing student that we're talking about the pipeline programs for who has that college credit or what is, happening now, especially post COVID, where you have students who we would call underprepared, which. It's really about 80 percent of students out there when they take the A. C. T. They get feedback that says that you have some work to do to be prepared for college. We're still bringing those students in as well and saying here's a pathway that works for you and a support system is going to help you get through. So even if it's engineering and a student doesn't have calculus, which is the normal starting point, we have a math program that helps remediate them, bring them up to level as quickly as possible and support them in.

So a lot of entry points, a lot of opportunities to then connect. To engineering, a mandatory cop or in other programs where you have that experiential learning, we get them there as soon as possible 

Matt Schroeder: and then upon graduation, an alumni network of 175, 000 alumni, Rocket Nation is strong.

And to be able to network with that group, not only for job placement, but future mobility one rocket will always look out for another rocket. And what I like to think about as, we.

Talk often about our value proposition. It's the value of the degree, right? We're fortunate that our students upon graduation come out with very little indebtedness and then to land that job and to have that social mobility throughout their professional career not only benefits them economically speaking, but what most realized early on in their journey is that they are well prepared to compete with graduates from the Big 10, the Ivy Leagues, etcetera.

We really prepare our students. Would you agree? 

Tony Bourne: Oh, absolutely. And even, just on the personal, there's hundreds of alums who have asked what they can do to help and are sending out postcards to our prospective students just to articulate exactly that, which is I had a great experience.

Here's what it did for me, and I'd like to bring you along on that journey. I think that's exceptional. 

Kristi K.: I've often wondered when we talk about UToledo, our market reach the recruitment strategy. What is the strategy, Tony, to bring and enroll new students onto this campus? 

I know we kind of always state that 200 mile radius. Is that UToledo's market looking ahead or are there different target audiences that you're looking at and perhaps attracting the non traditional student, the international student, the transfer student? What does that look like for you? 

Tony Bourne: So historically, leading up till now, we've really hit all of those and haven't really focused on the areas where we should be most focused, which is within that 200 mile radius, our backyard.

Losing ground to other schools that quite honestly may not be serving the students as well as we are with all of the things that we've discussed to this point. So we want to make sure that we're talking to students who are in this region about the benefits they would gain both at the entry point of cost as well as the academics they're going to get.

Those leg up opportunities that we talked about where that's really a value proposition that they should hear, and we haven't done as good a job as we should about educating them on those opportunities. And that's shown a little bit in our enrollment. So when we look at the main strategy, it's exactly that, which is to educate the people in this region about that.

Look for other opportunities for transfer. So we have great partners and community colleges or that have gone to another four year school and say, this wasn't a good fit for me. Bringing those students back and making sure that we're rewarding them for the credits they've earned and get them engaged in our programs.

As well as again, as you mentioned, those adult learners bringing them potentially on campus or online and giving them an opportunity to connect. What we don't want to do is go across the country and say they're growing in population and say, Georgia they're probably not going to know us as well.

And we may not deliver to them the same as they would get there. Let's look at the students who are in this region. And bring them in and as that happens, people outside that region are going to know more and they're going to be encouraged to come here as well. 

Matt Schroeder: So what is your take, especially in the enrollment space, nationally, declining high school population, declining number of individuals, adults, and young people that want to go on to college, questioning the value of the degree, the enrollment cliff...

from my seat. When I look at what the University of Toledo has, when I look at, this target rich environment within a couple of hundred miles to me, those are all excuses. I think again, how we differentiate ourselves is going to be critically important, but you're in that part of the higher ed space where those talking points have been not only used for the last five years, but probably the last 10 years foreshadowing this, what is your take on that?

Tony Bourne: If our decline in enrollment was only based on that, the demographic changes, and I would say, sure, 100%. But we've lost market share during that period of time, which means that our competitors have gained more students as we've lost students as the four year college bound student population.

Yeah, 100%. We should be gaining that market share. share back. And it's not just because we want to. It's because we're offering something they can't get elsewhere. When you look at that are one status that we've talked about when you're looking at the price point that we offer at the beginning, those are real separators.

There is a research study that's out there right now that shows the net present value of an education at institutions across the country. So virtually every four year, two year school, we're one of five that right now, that study shows that you can get a million dollars net value gain by going to University of Toledo as opposed to getting a job right out of high school.

And so that's exceptional. When you look at the support systems we offer, that's a separator. So there's a lot of things that's put us ahead of the competition and we just really need to make sure that they're aware of that. And that's why we gain enrollment because the value we're really providing those students.

Kristi K.: And I like that targeted marketing approach when you're saying, okay, let's not just start looking at Georgia or any other state for that matter. I like that you're really being intentional. About where you're headed with the next sort of phase of UToledo.

Tony Bourne: Yeah, absolutely. When you look at You know what President Schroeder said in terms of our backyard and doing well there. So whether it's, right around Toledo or up to 200 miles outside of that, there's a lot of economic opportunity. There's a lot of new companies coming in. There's a lot of investment from the state of Ohio and whether it's technology based or skills based, we're offering the degree programs, whether it's health care, whether it's engineering that are going to provide those employers with great, well trained people that are going to provide value as they hire them and bring them in.

There's a lot of opportunity there, and we don't need to go outside of that in order to make sure that, we're getting that headcount enrollment that we need to just get by. 

Kristi K.: A final topic that Matt often discusses, and he knows I love talking about this, is the fun factor here at UToledo. Tony, when students are looking at choosing a destination university, Students want to have fun .

And I truly believe personally that's a competitive advantage. Some like to get involved and obviously UToledo has over 400, student organizations on campus. And even if they're commuters, they can get involved in something like that. While others might primarily prefer, the invigorating knowledge, the wonderful faculty we have here at UToledo in the classroom, and that's great as well.

But talk to us more about the fun factor. What is it that UToledo offers on that fourth leg of the stool that Matt likes to talk about that's really important when recruiting students? 

Tony Bourne: You mentioned the clubs and organizations. So those are key. Students will often look to gravitate towards things that they're interested in, which, is usually around their major or some kind of other hobby or something that they have.

And so whether it's connecting with the city of Toledo or the region going to parks and recreation, those opportunities are there. You have clubs and organizations that do volunteer work. And so students are interested in that can engage and be able to, go out in the community and provide some kind of service.

Other things like, clubs and organizations within their major where they can learn more, do research, look at engineering and there's clubs and activities, things like developing a race car that they have competitions for, but ultimately there are things that are anchoring the institution as well.

Going to athletic events, whether it's basketball or football, being able to be a part of that crowd and cheer. Our sports teams on is really engaging and there's a lot of fun for students. It's that anchor for the weekend, so they can then go off and do other things with their friends. So there's a lot of opportunities to engage for a variety of students from those that's what they're looking at is the primary or those are saying, Look, the academics is my primary, but I'm also a teenager.

I'd like to still have fun. There's a lot of things for them to do. 

Matt Schroeder: Yeah, involvement is critical, right? And they want to be a part of something that's much bigger than them. And so you talk about the volunteerism through the big event that we do every spring, which is coming up right around the corner.

We talk about rocket athletics, men's and women's basketball right now. I personally went to a tennis match over the weekend. There is always something going on here. 

Kristi K.: And both of our campuses are within the Toledo metropolitan area, which in and of itself has so many offerings.

 Tony, where would one go to get more information today if they'd like to pursue a degree or another degree or are considering sending their student here?

Tony Bourne: So if they want more information about the university, you can go to utoledo. edu. If you'd like to apply, utoledo. edu slash apply will take you directly to our application page.

Kristi K.: We're so glad you're here at UToledo. We're glad you joined Matt and myself today. And we're gonna be checking back in with you for sure, to talk more about your strategic initiatives and admissions and enrollment and to hear more about the outreach that you're doing.

So thanks again for being here and for all you're doing for UToledo. 

Tony Bourne: Thank you very much. 

Kristi K.: Matt, that's a wrap on this episode already. Can you believe it 

Matt Schroeder: It was fast. I know. Great job by Tony. Great job, 

Kristi K.: Tony. It was great having you here. And we want to keep this UToledo momentum going in the dialogue going Matt.

I can't wait for our next show. But before we leave, let's tell our listeners one action that they can take right here right now to engage in UToledo's offerings. You mentioned tennis. What's another thing that as we're looking at some of the offerings going on and are perhaps remote listeners, what can they be tapping into at UToledo?

Matt Schroeder: Yeah. So there's a bunch of things actually. So at the end of March, we have another perspectives thought leadership series coming up. All of those are then not streamed live, but available on the web. And then also for some of our listeners that might be 60 years of age or older we Program 60, an opportunity to come back, enroll for classes not degree seeking, but enroll for classes.

And to really continue that lifelong learning. There are little nuggets like the program 60 that, we tell that story, but really it's a great opportunity for folks to come back and participate not only in the classroom virtually or face to face, but to engage with young people. 

Kristi K.: I love that.

See, that's great. This is good for our listeners to know all of the different offerings we have. And I'm a big music fan. So when I'm in town, I enjoy going to the department of music, the center for performing arts to see a fabulous jazz concert. That's something fun for me. So I suggest to our listeners checking out the events calendars at the university of Toledo.

And if you happen to be in town, come on over to campus, there's so much talent here. And just a reminder to our listeners, check us out online at utoledo. edu and on all UToledo social media sites, it's Matt Schroeder and Kristi K. Reminding you that we need you, we invite you in, and we'd love to see you on this fabulous R1 designated campus.

Until we meet again, T O L, 

Matt Schroeder: E D O, 

Kristi K.: see you soon.