NMU Comprehensive Enrollment Plan - Office of the President

• Attract new students from a variety of locations, backgrounds, races/ethnicities
• Attract more students from new and existing markets

Selection of Impactful Tactics

• Deploy two additional admissions staff to generate enrollment in new geographic markets
• Pilot test the direct admit program with three partner high schools
• Use the Bridge Award to increase out-of-state enrollment
• Increase marketing resources in geographic locations with diverse populations
• Increase meetings and communication between departments and prospective students
• Conduct joint recruitment activities with academic departments to introduce NMU programs to new audiences

• Engage in proactive, holistic advising, leveraging student success technology and student-centered analytics
• Increase student sense of belonging and engagement
• Strengthen support for mental health and physical well-being

Selection of Impactful Tactics

• Develop a university-wide student success framework
• Promote available NMU resources and services to match the mental health needs of students with available resources by increasing awareness and improving channels of communication
• Host Global Campus regional receptions and visits to connect distance education students to NMU

• Drive academic innovation of new and existing programs to attract new students
• Employ new, flexible, and adaptive methods of content delivery to better meet the needs of current and future students

Selection of Impactful Tactics

• Utilize academic program review and innovation grant processes to encourage the creation of interdisciplinary programs 
• Support the development of new content delivery methods

Since 2010 NMU has declined approximately 25% in total enrollment (9,273 to 6,970).  If declines continue on the same trajectory then enrollment could decline another 15% -18% by the beginning of the next decade.

Declines in birth rates, high school graduation rates, and the college-going rates are well documented by Dr. Nathan Grawe, professor, and author: Demographics and The Demand for Higher Education (2018) and The Agile College: How Institutions Successfully Navigate Demographic Changes (2021) and others (WICHE, NSCH).

While WICHE predicts the declines in the size of the overall markets, many more factors lead to greater declines than predicted. Regional in/out migration patterns, market share (competition with other Michigan/ regional universities), college-going gender imbalance, and the perceived and real value of a college education all negatively impact enrollment. Units across campus are aware of the market shifts as well as the many other factors and have plans in place to combat these predictions.

NMU can beat these predictions. The campus location and surrounding community are vital components that make us unique. In addition, strong core majors and niche academic programming, along with reasonable tuition and fees, can keep NMU competitive throughout the Midwest and beyond. These qualities carry over to serve a broad constituent base facilitating a diverse student population both on-campus and through distance education. Competition for high-achieving, financially able students is growing and students have more choices than ever before. NMU’s ability to be flexible and adapt to student and market needs gives us a competitive advantage. By being innovative and responsive to the changing landscape NMU will remain a leader in higher education and lifelong learning. Strategic recruiting, retention, and strong academic programming will help meet the enrollment goals.