WINONA, Minn. – With enrollment off 22% since its peak in 2013, the president of Winona State University, Scott Olson, knows he has a problem. It’s not wholly his making. External factors are hurting college enrollments almost everywhere, he says. But what can Winona State do? Olson issued a campus-wide memo to broaden discussion about finding answers. He listed six factors affecting enrollment and possible directions for the future.
Earlier: WSU foresees more enrollment losses
Olson. Choices ahead. Missteps lurk.
ONE: “Our chosen niche is a challenging one. WSU has a well-define niche in the region, but it is a highly competitive niche. We have three choices moving forward. We can:
> Retain our current approach to admissions, enrollment, and student success with minimal changes.
> Retain the same niche and lived mission, making some changes such as growing programs in Rochester, increasing ease of transfer, offering some programs online, and refocusing resources on high demand programs.
> Change our niche and mission. Follow other Minnesota State university practices with more open admissions.”
TWO: “We aren’t telling our ‘success’ story as well as we should. Our story is the most compelling in the Minnesota State system, but prospective students don’t always seem to know that.”
THREE:. “We aren’t always offering what students want or offering it in the manner they want. Some aspects of what we offer makes us less competitive. Today’s students expect upgraded housing options, flexible pedagogies and delivery modes, diverse program offerings, and attractive student life options. We need to be acutely aware of and responsive to the psychographics of Gen Z (‘Zoomers’) compared to prior generations.”
FOUR: “Our processes aren’t sufficiently modern. Other campuses have demonstrated a more quick and nimble approach.”
FIVE: “Our cautiousness around COVID affected enrollment. Many other campuses took a less cautious approach to COVID, and students seem to have preferred that. This may be a one-time phenomenon.”
SIX: “Demographics are against all of higher education. There are fewer students graduating from regional high schools, and the situation will get much more challenging over the next ten years.”
Earlier: WSU foresees more enrollment losses