(Photo by true grimes)At a time when students cannot find jobs, community colleges across the country have seen record-breaking enrollment increases this semester. The community college in Bloomington, Minn., has not been an exception.
Normandale has exceeded 10,000 headcount students, according to Rick Smith, the dean of enrollment, marketing & multicultural services.
That’s an increase of 7.9 percent. “Normandale has reached a remarkable milestone,” Smith said.
Specifically, 10,095 students enrolled for Fall 2009 as compared to 9,367 for Fall 2008, according to the NCC Office of Institutional Research’s Sept. 28 report.
Although the potential for enrollment varies dramatically between colleges, when compared to the other 31 Minnesota State Colleges and Universities, “It looks like we will be at or near the top in enrollment growth from everything we’ve heard so far,” Smith said. “Normandale is currently third in MnSCU.”
“Not only is Normandale the largest community college in Minnesota,” Smith added, “but it is also the fourth largest college in the state, right up there behind the University of Minnesota.”
Before the semester began Aug. 24, community colleges across the country were expecting enrollment increases higher than any seen in more than 20 years. Some reported as many as 33 percent more applications, but officials believed those numbers would even out at 10 to 15 percent,” according to Newsday, July 26.
“There’s been a longstanding rule of thumb that for two-year colleges when the economy is bad, enrollment is good,” Smith said.
In his professional career as admissions director at NCC and chief enrollment officer for private colleges in Minnesota, Smith has done preliminary studies in trying to understand this irony of a recession.
Still, the dean of enrollment will always say he has yet to find a common correlation in this big social science behavior as it varies between colleges. It could be a combination of factors as varied as the conditions, consumer levels, marketing situations and unemployment rates.
One part of the economic issue, though, is the shift of people from higher cost colleges to Normandale.
“We know that to be anecdotal from working with students and parents. We actually started to pick up on that last fall at this time,” Smith said because families have limited resources for higher education.
Also, other colleges have told Smith that when it comes to transfer students, Normandale’s students outperformed academically on average more than the rest. “Our reputation with both four-year colleges and potential employers keeps growing,” Smith said.
“I think, honestly, we’ve been marketing the college more aggressively and more broadly than ever before,” Smith said. “In all due respect, we have looked around and we just didn’t find the combination of low cost, high quality and great reputation that you have here at Normandale.”
“It makes us the best value in higher education in the upper Midwest,” Smith added.
In college cost comparisons, NCC is $4,888 for a resident whereas a private university in Minnesota is $29,023. That’s six times more or $24,135 greater than what it costs to attend NCC, according to the brand new marketing brochure used at the NCC college fair last week.
When he was 27, Smith became a vice-president of two private colleges. So, for almost 15 years before landing at Normandale five years ago, Smith was vice president of enrollment management and dean of admissions for St. John’s University, St. Benedict’s and Augsburg College, all in Minnesota.
From a Lutheran upbringing, he might have even had a sense that he had a calling to work with new entering students and the retention of students.
“I cannot imagine more important work than matching students with the right college situation,” Smith said. “When it’s done right, the impact of that match is as profound as anything a person experiences in their lifetime.”
Smith sees this same impact at NCC as well.
“It’s not that I see it, I hear it,” Smith said. I hear it from students, I hear it from alumni, I hear it from people who know the reputation of NCC.”
Naturally, 900 something students cannot be added to NCC without stretching the system a little.
However, Smith said there’s never a time when all 10,000 students are here at NCC. That’s because classes are held for the most part from 7 a.m. until 10 p.m. six days a week.
When comparing NCC to private colleges that normally have an enrollment of 3,000 to 3,500 students, Smith said NCC also feels more like a small school this way.
“The biggest thing is I have yet to hear real significant criticism of this place. I find that really extraordinary, given the size and the extent of the diversity of the students and faculty and staff. It’s really pretty extensive diversity in all three groups.”
Smith added that Normandale being a great place to work plays in to the increases as well. “Breaking an enrollment record of this magnitude would not be possible if it weren’t for the consistent efforts of everyone on campus.”
“This is as student-centered a place as I’ve ever been to or seen,” Smith said. “People from the president all the way across to people who work in the facilities are just constantly asking what they can do to help the students.”
Smith said that people sometimes forget what is involved in growing close to 10 percent. And, with the aggressive marketing issues, there is more work.
Matt Crawford, the new director of admissions who replaced Smith last February, has expanded new software tools that Smith first put in place.
Throughout the milestone 7.9 increase, Crawford has counted that the admissions staff has made 5,260 phone calls to students who needed the Course Readiness Assessment tests and the advising and registration sessions. In addition, 4,289 e-mails were sent on the same topic and 6,742 postcards were sent out to remind students and parents of those same issues.
When considering that 72 percent of students enrolled at NCC applied in the six weeks leading up to and including the first week of fall semester, “That’s a huge amount of work,” Smith said.
“I’m not sure we can ever thank the admissions staff enough,” Smith said. “It’s a zoo during this time.”
“I’m really impressed about the students here,” Smith said.
“These are smart students, they’re really dedicated, they’re bright. They’re inquisitive, analytical, they just have an awful lot of qualities that completes the picture.
“Normandale is a treasure trove.”