College of Our Lady of the Elms EXECUTIVE SEARCH PROFILE VICE PRESIDENT FOR ENROLLMENT MANAGEMENT & MARKETING 1 Awesomw College
The Vice President for Enrollment Management & Marketing at the College of Our Lady of the Elms (Elms College) serves as the chief enrollment officer of the College and provides leadership for traditional admissions (first year and transfer), continuing education (adult degree completion), graduate admissions, and enrollment related marketing activities. Reporting directly to the President and serving on the President s cabinet, the Vice President for Enrollment Management & Marketing (VPEMM) plays a significant role in strategic enrollment planning and is responsible for meeting enrollment targets within approved operating budgets. Elms College seeks a highly skilled and experienced enrollment professional as its initial VPEMM to help attract students that demand a rigorous education within a supportive environment. Elms College faculty and students are committed to improve lives in their communities and around the world. Elms students come from a wide variety of backgrounds and recognize that they will be future leaders managing an ever-diverse workforce. The College is poised for growth by offering majors that meet market needs and demands. The successful candidate will lead an experienced, talented, creative, committed, and energetic enrollment team. 2
THE COLLEGE Overview College of Our Lady of the Elms (Elms College) is a coeducational, Catholic, liberal arts college with undergraduate, graduate, and adult learner programs. Founded in 1928 by the Sisters of St. Joseph in Chicopee, Massachusetts, Elms College provides an atmosphere in which women and men grow in scholarship, leadership, caring, and commitment. At the core of that success is the ability of students to build relationships and develop a strong and deep sense of community that they can take with them into the world. An awareness of what students can contribute to the world, to their community, and to one another, is what Elms College nurtures in its curriculum and strategic decisions. An emphasis on the liberal arts and sciences gives Elms College s students a broad background, enabling them to adapt to an ever-changing world. Career programs build on the liberal arts to educate professionals with solid credentials and multiple areas of expertise. The size of the college promotes a friendly spirit among students, and between students and faculty. The low 10:1 student to faculty ratio promotes interaction since each student is recognized as an individual. Students often work with faculty and staff in preparing and directing special events, conducting research, and as academic student assistants and lab coordinators. For nearly 90 years, Elms College has provided an education combining academic excellence, a strong sense of community, and a commitment to social justice, all within the framework of Catholic social teaching and the Catholic intellectual tradition. 3
MISSION College of Our Lady of the Elms, a Catholic college, educates a diverse group of women and men in a supportive, vibrant learning community. Combining a liberal arts education with professional studies, Elms College empowers students to effect positive changes in the community and in the world. Affirming the founding tradition of the Sisters of St. Joseph, Elms College challenges students to embrace change without compromising principle, to respond creatively to the demands of their chosen careers, and to advocate for people in need. Elms College is a community rooted in faith, educated in mind, compassionate in heart, and responsive to civic and social obligations. 4
Core Values The Elms College community affirms its Catholic identity and its relationship with the Sisters of St. Joseph. Trustees, faculty, staff and students aspire to live and work as an academic community according to these core values: Faith Elms College, empowered by love and faith, welcomes all, while seeking to promote the traditions of its founders, the Sisters of St. Joseph, through programs that challenge all members of the college community, spiritually, ethically and intellectually. Community Elms College is committed to compassion and relationship building, in an atmosphere of mutual respect and trust, creating a sense of belonging for the entire campus community. This encourages the Elms community to respond to the needs of others, in a spirit of hospitality, within and beyond the college. Justice Elms College aspires to the highest standards of social responsibility as an institution and is committed to instilling values of equal opportunity and justice in the college community. Individually and collectively, the College is dedicated to pursuing the common good and to improving the lives of all people. Excellence Elms College fosters excellence in its students and in the community by educating the whole individual, intellectually, spiritually, emotionally and physically. The College challenges its students to realize their full potential to impact the world through knowledge and enhanced skills. 5
Recent Success Strengthened financial stability through consistent budget surpluses from unrestricted operations since fiscal year 2007, including surpluses in excess of $2 Million over the last four years. Continued strong performance in retention (82% vs. 69% peer group) and graduation rates (6 year at 68% vs. 47% peer group) evidencing the commitment to student success. The development of new academic programs, including a Doctor of Nursing Practice, new tracks in the Masters of Nursing, MS in Biomedical Sciences, Masters of Business Administration, a joint MBA/ MSN, and a post-baccalaureate premedical studies program. The development and expansion of off-campus degree completion programs to serve adult learners at eight locations throughout Central and Western Massachusetts and, most recently, at Asnuntuck Community College in Enfield, Connecticut. The 2014 completion of the new $13.5 million Lyons Center for Natural and Health Sciences, which includes lab space for faculty and student research. The 2017 opening of a new center for student success in Alumnae Library and renovation and conversion of space in Berchmans Hall for the establishment of St. Joseph Chapel. #1 Ranked #1 in New England Collegiate Conference for academic all-conference student-athletes: 2014, 2015, 2016, 2017. 6
Academic Programs The Elms College community which includes approximately 900 full-time undergraduate students and 700 part-time and graduate students; over 60 full-time and 110 part-time and adjunct faculty; and over 140 professional staff combines academic excellence, student-centered learning, a strong sense of community and a commitment to social justice all within the framework of Catholic social teaching. Elms College offers more than 37 majors, minors and certificate programs organized within five Divisions (Humanities & Fine Arts; Natural Sciences, Mathematics & Technology; Business; Education and Social Sciences) and two Schools (Nursing and Graduate and Professional Studies). There are Post-Baccalaureate Pre-Medical Studies and Pre-Physician Assistant programs. Graduate programs are offered in applied theology, biomedical sciences, business, communication sciences and disorders, education, healthcare leadership, management and nursing, including a doctor of nursing practice. In addition to the main campus in Chicopee, Elms College has seven off-campus locations to provide accessible and flexible bachelor s degree completion programs. Those locations seven regional community colleges and Berkshire Health Systems offer convenient options in central and western Massachusetts, while maintaining academic excellence and all the advantages of an Elms College degree. Elms also offers select certificates, associates degrees and bachelor degree programs 100% online. Of the 1174 undergraduate students, 314 are at off-campus locations. All 406 graduate students participate in their academic programs at the Chicopee campus or online. Elms College takes pride in its student to teacher ratio of 10:1 and average class size of 15 students. The personal attention students receive from the faculty and staff give them the support and confidence needed to succeed after Elms, whether it is to further one s education or begin a career. The entire Elms community is committed to the success of students, every step of the journey. Elms College is accredited by the New England Association of Schools and Colleges and holds specialized accreditation in social work (CSWE), nursing (CCNE and the Massachusetts Board of Registration for Nursing), and business (IACBE). In addition, the College s education programs for initial licensure are approved by the Massachusetts Department of Elementary and Secondary Education. Elms is a member of the Cooperating Colleges of Greater Springfield (CCGS), a group of eight private and public colleges that, through the sharing of programs, talents and facilities, offers the Elms community the educational resources of a university while retaining the vitality of an independent college. 7
Location The main campus is located in Chicopee, Massachusetts, in the heart of the pioneer valley with easy access to I-91 and the Mass Turnpike. Boston is 90 minutes away and Hartford, Connecticut and Bradley International Airport are 30 minutes away. Elms College s location in western Massachusetts, in proximity to Springfield, Northampton and Amherst, offers a wide array of outdoor, cultural and intellectual opportunities. The College is located near many hiking and skiing attractions in the Berkshires and southern Vermont. The MassMutual Center in Springfield is the site of many major concerts, sporting events and entertainment activities. Other nearby attractions include the Springfield Quadrangle Museums, Springfield Symphony Hall and a significant number of institutions of higher education. Campuses The 22-acre main campus in Chicopee is located in a quiet residential neighborhood adjacent to a historic district. Berchmans Hall is Elms flagship campus building, housing many administrative offices and classrooms, as well as Veritas Auditorium. There are three residence halls, housing approximately 400 students, and other administrative and academic buildings, surrounding a quadrangle where students mingle between classes. The Maguire Center is the College s athletic and fitness facility, with a 25-meter swimming pool, an indoor track, and a full basketball court. The College has undertaken a number of physical improvements to the campus, including the completion of the Center for Student Success and of St. Joseph Chapel in 2017 and the $13.5 million Lyons Center for Natural and Health Sciences building in 2014, as well as a major redesign of the campus quad, making it more welcoming and student-friendly. Northhampton Amherst Main Campus Springfield Hartford Boston 8 Elms College Vice President of for Finance Enrollment & Administration Management & Marketing
Student Life Elms College provides its students with an environment that supports their intellectual, spiritual and social development. Elms offers 18 registered student organizations, an active campus ministry, monthly special events on campus, trips to area attractions, and intramural sports, giving every student the opportunity to explore his or her talents and passions. The Elms College Leadership Program engages students by facilitating, educating and motivating students to seek opportunities to develop leadership skills and make a difference when serving their communities. In addition to serving close to home, students are provided the opportunity to travel internationally so that they may grow as citizens of the world and discover their places in it. Through semester abroad, faculty-led programs and exchanges with global educational partners, students can make the world their classroom. Diversity is an integral component of the Elms College experience. This commitment is advanced by the Office of Diversity and Inclusion, which works in partnership with many other student life related offices on campus. The college coordinates numerous multicultural activities celebrating the breadth of the cultures that makes up its community, promoting inclusiveness, openmindedness and cooperation. Elms educates an increasingly diverse community approximately 30% of the undergraduate population and 25% of the graduate population are students of color. In 2016, 99% percent of Elms students received some form of financial aid through scholarships, grants and loans. The average financial aid package for full-time undergraduate students was $32,060, reflecting Elms commitment to supporting students with diverse needs. 9
Athletics Athletics are an important aspect of the Elms College experience. Intercollegiate teams provide opportunities for student athletes to participate, compete, excel, and enhance their skills and knowledge. A member of the New England Collegiate Conference (NECC), Elms College Blazers total 17 intercollegiate NCAA Division III athletic teams. Men s teams are: baseball, basketball, cross country, golf, soccer, swimming, track and volleyball. Women s teams are: basketball, cross country, field hockey, lacrosse, soccer, softball, swimming, track and volleyball. The Blazers have won 16 league championships, with the women s soccer advancing to the NECC championship three years in a row. In its inaugural year, a member of the men s track team was the New England Long Jump Champion and subsequently came in third at the NCAA Division III National Track Championship. 10
Leadership President Dr. Harry E. Dumay became the 11th President of the College of Our Lady of the Elms on July 1st, 2017. Dr. Dumay has served in higher education finance and administration at senior and executive levels for 19 years. He holds a Ph.D. in higher education administration from Boston College, an MBA from Boston University with a graduate certificate in corporate finance, and a Master of Arts degree in public administration from Framingham State University. He earned his Bachelor of Science degree, magna cum laude, from Lincoln University. Prior to assuming the presidency of Elms College, Dr. Dumay was senior vice president for finance and chief financial officer for Saint Anselm College from 2012 to 2017. Dr. Dumay formerly served as chief financial officer and associate dean at Harvard University s Paulson School of Engineering and Applied Sciences (2006-2012), associate dean at Boston College s Graduate School of Social Work (2002-2006), and director of finance for Boston University s School of Engineering (1998-2002). In addition, Dr. Dumay served as an adjunct faculty member at Boston College for nine years. Dr. Dumay currently serves as a commissioner, member of the executive committee, and member of the Annual Report on Finance and Enrollment (ARFE) for the New England Association of Schools and Colleges Commission on Institutions of Higher Education, a member of the board of directors for the Association of Independent Colleges and Universities in Massachusetts (AICUM), a member of the Student Aid Policy Committee for the National Association of Independent Colleges and Universities (NAICU), a board member for the Boston Foundation s Haiti Development Institute, and a former member of the board of directors and current member of the investment committee of the Catholic Medical Center in Manchester, N.H. He is also board chair for a small non-profit dedicated to development projects in Haiti, and a board member of Institution Univers, a 2,500 student K-12 Christian school in Haiti. 11
THE OPPORTUNITY Elms College seeks an experienced, engaging and energetic leader to serve in this role. The vice president must have a demonstrated record of successfully growing student enrollment, in distinct markets (traditional on campus residents, full time commuters, non-traditional undergraduate degree and nondegree seekers, and graduate students), in a highly competitive higher education environment. Balancing current best practices with innovative new tools, the new vice president will provide consistency in meeting approved enrollment and net tuition revenue targets. As a data-centric practitioner, the vice president assumes a point position at Elms regarding changing demographics and emerging trends, and how they are articulated to the College at-large. Committed to working collaboratively with key on and off-campus constituents, the vice president will be a highly visible presence as well as skillful communicator of the College s many assets. Success on all levels will require the vice president to make staff professional development a top, and on-going, priority. When creating, articulating and launching the College enrollment plan, the vice president must possess deep understanding of the academic and personal preparation necessary from prospective students to be successful in a college environment, such as Elms. As a key influencer and implementer of marketing messages to prospective students, s/he must help develop clear and compelling content and possess the knowledge of how best to deliver effectively and efficiently via multiple channels. Included in that content must be the ability to articulate Elm s value proposition. The vice president must be able to not only identify emerging markets but also enhance opportunities in existing primary markets. The position requires knowledge in financial aid leveraging and the ability to openly discuss and implement new tactics and strategies in consultation with the College s leveraging partner. S/he should embrace the belief that student retention starts with the Enrollment Management division, and that they will continue to serve as a strong working partner with those on campus who also have it as a priority responsibility. 12
RESPONSIBILITIES Executive Leadership Advise the President and the Cabinet on strategic enrollment goals, establish and execute a strategic plan for the Enrollment Management and Marketing division that reflects the college s overall strategic objectives. Directly supervise the heads of undergraduate admissions, graduate and professional education recruitment, financial aid, marketing, and enrollment systems; set directions, departmental goals, and assist and advise them in matters related to personnel and program management in their respective departments; Prepare and manage annual budgets to support admissions, financial aid, and enrollment marketing; Stay informed of best practices in enrollment management nationally among institutions of similar size and nature, including traditional first year and transfers, adult learning styles and preferences, and graduate/continuing professional education; Advise senior administrators and Board of Trustees regarding enrollment related issues; Along with the vice presidents of academic affairs and student affairs, participate in the development and implementation of the College s retention strategies and programs; Manage the relationship with all campus vendors and partners involved with the college s enrollment and recruitment efforts Admissions, Financial Aid, and Enrollment Management Working in close collaboration with the Vice President for Finance and Administration, lead the process of developing annual enrollment goals and an annual action plan to reach those goals; In collaboration with the college s outside consultant, leverage financial aid within the budget approved by the Vice President for Finance and Administration to achieve the multiple aspects of the college s enrollment goals; Gather and analyze the relevant data on which all goals, strategies, and tactics in the enrollment action plan are based; Effectively implement the annual action plan and oversee the planning and management of all admissions and recruitment efforts including campus visits, direct mail, publications and web presence, recruitment travel, prospect communications and follow-up, and data systems management; Provide regular updates regarding the status of operations in all areas of enrollment, including progress toward enrollment and discounting (net revenue) goals; Marketing Develop the college s short-term and long-term marketing strategy to compel a broader interest in Elms College from existing and new potential prospective student target markets, and lead the college s marketing team in executing this strategy utilizing all marketing channels (print, electronic, broadcast, billboards, etc.) Engage faculty, staff, senior leadership, athletic staff, alumni, and current students at a high level in the recruitment process; Represent the College publicly as needed to aid in the shaping of the image and awareness of Elms College. 13
QUALIFICATIONS Successful candidates must have: Ten or more years of progressively responsible experience in higher education enrollment management, with a record of increasing the geographic and cultural diversity of the applicant and matriculated pool. Demonstrated success in working with faculty, student life professionals, athletics, high school and transfer counselors, and alumni as key influencers of new student enrollment and retention. An appreciation for working with students and families from diverse backgrounds. Creativity of thought and action, and provide fresh thinking to a variety of enrollment related issues. Intellectual agility and confidence in their current abilities while at the same time demonstrating capacity to learn and accept new ideas. An exceptional command of the written and spoken word, and comfort using a wide variety of communication platforms. Must have demonstrated success in working with members of the extended campus community. Demonstrated professional and personal integrity. A strategic mindset and a willingness to take calculated risks. Experience with contemporary financial aid leveraging strategies and tools. A contemporary technical skill set including the ability to mine and use data to make informed decisions. The ability to successfully and effectively integrate admissions and marketing operations into a mission-focused culture that prides itself on timely and relevant communications, hospitality, and service. A strong business acumen. A keen awareness of the students they serve and the need to deliver on the promise they make. Experience with marketing, communications, and public relations functions particularly as it relates to new student enrollment. This includes experience with CRM, social media, print and electronic communication, and website development. Experience in gathering and analyzing data effectively in decision-making, including predictive modeling and strategic planning related to Enrollment and Marketing. Experience or familiarity with international student recruitment, enrollment, and retention. Exceptional organizational skills and proven successful management experience. A collegial management style and ability to hire, train, inspire and evaluate staff. Experience with developing and implementing institutional branding and messaging. A vision for long term, sustainable success. Excellent interpersonal skills that allow the vice president to work with multiple stakeholders. Bachelor s degree required; Master s degree preferred. 14
APPLICATION PROCESS RH Perry and Associates will be assisting Elms College with this search. Applications are due by June 29th, 2018. The position will remain open until filled. The preferred start date is September 1, 2018. For full consideration, candidates should email to (email to be determined) the following documents in Microsoft Word or PDF format: 1. A letter that addresses the position s responsibilities and qualifications; 2. A current resume or CV; and 3. The contact information for three professional references. Submit your application securely through our website by clicking listed below. here, or at the email address For Further Information: Thomas K. DaRin Matthew J. Kilcoyne RH PERRY & ASSOCIATES ElmsVPEMM@rhperry.com ElmsVPEMM@rhperry.com www.rhperry.com SENIOR CONSULTANT (585) 451-9385 MANAGING PARTNER (202) 253-9846 206 East Chestnut Street Asheville, NC 28801 Policy RH Perry & Associates is committed to the highest standards of professionalism in all dealings with candidates, sources, and references. We fully respect the need for confidentiality and assure interested parties that their background and interests will not be discussed without consent of the applicant prior to her or his becoming a candidate. Elms College Policy Elms College will not discriminate in any employment practice, education program, or activity on the basis of race, color, religion, ethnic or national origin, age, disability, sex, or veteran status. The College fully complies with the requirements of Title VII of the Civil Rights Act of 1964, Title IX of the Education Amendment of 1972, the Rehabilitation Act of 1973, and all other applicable federal, state, and local statues, ordinances, and regulations. www.elms.edu