Shepherd University’s Vice President for Enrollment Management Kimberly Scranage presented “The New Reality for Public Universities” at the National Association for College Admission Counseling’s (NACAC) 68th National Conference in Denver, Colo., from Oct. 4 to 6, and the College Board Forum in Miami, Florida, from Oct. 24 to 26.

Scranage’s presentation shows that, over the past two decades, states have greatly reduced the amount of funding for public colleges and universities. This trend has accelerated recently due to the current economic and political environments. As a result of this fiscal belt-tightening, more public institutions are using entrepreneurial strategies to increase enrollment and meet budgetary goals. “The New Reality for Public Universities” discusses the impact a reduction in funding has had on universities and students and shared tactics used by public institutions to meet enrollment goals and further institutional missions, including implementing new recruitment and marketing initiatives, using available scholarship and financial aid dollars and increasing student retention and persistence.

“Enrollment strategies have changed over the years. Ten years ago, strategies focused on headcount or how many actual students enrolled. Today, strategies must drive net revenue. To do this, public institutions can leverage the opportunities created by the strategic use of scholarship dollars as an investment to produce additional revenue. Whatever strategies are utilized, they must be guided by the institution’s mission and vision, and focus on student success,” said Scranage.

Co-presenters included Paul Hamborg, president of Enrollment Research Associates; Michael Kabbaz, associate vice president for enrollment management at Miami University, Miami, Ohio; and Kevin Kucera, associate vice president of student affairs and enrollment services at Eastern Michigan University, Ypsilanti, Mich.