Strategic Planning

The Division of Enrollment Management has drafted an enrollment management planning framework that unites 25 components including: undergraduate recruitment plan, graduate recruitment plan, out of state recruitment plan, marketing plan, retention plan, international enrollment plan, academic college strategic plans, academic college enrollment plans, diversity plan, extended university programs plan, and financial aid strategy. The weaving of these plans together will provide the roadmap for WMU’s future enrollment. This planning framework is connected to the Academic Affairs Strategic Plan and WMU’s Strategic Plan.

Each academic college’s strategic plan addresses actions to improve recruitment and retention.

Our largest academic college, the College of Arts and Sciences has developed and is implementing a five-year enrollment management plan (2013-2018), which contains 4 primary goals, 24 strategies and 13 indicators of success.


Eight of the University’s Measures of Institutional Effectiveness are connected to enrollment management. Click here to see those measures.

Strategic Initiatives 2014 – 15

Create and implement a campus-wide 2016-2020 Enrollment Plan (BroncoNet id and password required).

  • Success Measure: A plan with strategic priorities and specific strategies/actions will be written.

Refocus the culture of the undergraduate admissions function.

  • Success Measure: A new Director of Admissions is hired and begins leadership role in the Spring 2015 semester. A roadmap of priorities for the Director is established to align with the new direction of managing undergraduate recruitment.

Create and implement new procedures for effective funds management for scholarships and grants, inclusive of using internal expertise for aid modeling.

  • Success Measure: Enrollment Management makes the transition from dependency on Scannell & Kurz and hires a WMU statistician to create scholarship and grant models. Forecasting of fund costs is completed. New documents for tracking financial aid funds are established and new protocols implemented.

Expand out of state recruitment of new transfer students.

  • Success Measure: Recruitment visits are conducted at 5 community colleges in the Chicago area. New transfer guides are written for these community colleges. New community college webpages are launched. 

Efforts in Progress

  • Enrollment Forecast Committee
    The University established an Enrollment Forecast Committee to meet monthly throughout the academic year to forecast the upcoming semesters’ enrollment based on historical figures. This process and 12-member, University-wide committee has been beneficial for helping the University budget revenue and expenses.
  • Enrollment Planning Team
    This team comprises the areas of Undergraduate Admissions, Graduate Programs, Extended University Programs, and International Admissions. This group meets monthly to discuss large enrollment issues such as capacity building, goal setting, and enrollment management best practices.
  • TATs and PACs
    Six Tactical Action Communities and Project Action Teams were formed and are focused on recruitment and retention.
  • Recommendations from Scannell and Kurz Consultants
    WMU received a set of 17 recommendations to improve enrollment. The Division of Enrollment Management is in process of implementing these recommendations. The two most significant recommendations were related to the distribution of need-based scholarships and grants.
  • Academic Affairs Retreat
    Recently, academic department chairs/directors met for a half-day to discuss recruitment and retention challenges and strengths. A list of topics to address is being compiled and priorities will be established in order to solve these concerns.
  • Out of State Recruitment Efforts
    Two task forces have been formed: one to look at out of state recruitment expansion and one to look at out of state tuition rates.
  • New Admissions Application Software
    Plans are proceeding for the purchase and implementation of a new tool to streamline and enhance the application process for graduate students (and then eventually undergraduate students).
  • CRM: Customer Relationship Management
    A team has been formed to evaluate the needs and opportunities to launch a campus-wide CRM tool to benefit recruitment and retention efforts.
  • Monthly Recruitment Meetings
    Uniting 13 areas on campus that are charged with the recruitment of new students, new monthly meetings have been established to improve campus-wide coordination and communication.
  • Monthly E-Communications in Enrollment Management Division
    Launched in May 2013, EM-DASH (Enrollment Management Dash) is a bi-weekly e-newsletter sent to all 100+ members of the enrollment management division to provide regular updates from admissions, first-year experience, digital, financial aid and the registrar.


For more information, contact Associate Provost for Enrollment Management, Christopher W. Tremblay, at or 269-387-4336.

Updated 12/8/2014