UNIVERSITY PARK, Pa. — Penn State’s efforts to enhance enrollment across all its campus locations in order to address demographic changes and competitive pressures were the focus of a recent update provided to a Board of Trustees committee.
Matt Melvin, vice president for enrollment management, discussed the University’s enrollment priorities and strategic challenges during a presentation to the Committee on Academic Affairs, Research and Student Life on March 16.
Melvin was appointed to the role in August 2022 to oversee the University’s new Enrollment Management Office and to implement a strategic enrollment approach for Penn State. His office oversees Undergraduate Admissions, the Office of Student Aid and the Office of the University Registrar.
Melvin discussed the overall market structure of higher education, and the market position of Penn State’s Commonwealth Campuses versus private and public institutions around the country, based on demand and cost.
Penn State is prioritizing a stronger focus on a data-centric, research-based approach to enrollment management; removing traditional organizational silos between areas such as financial aid and enrollment; focusing on data analytics; and creating a consistent, unified pre-enrollment experience for students and their families as they navigate a complex decision-making process, he said.
“Rather than leading with facts about the University, let’s first talk with prospective students about their aspiration. What is driving their expectations?” Melvin said. “If we can talk to students about their preferences and motivations, we can then draw from our expansive portfolio of academic programs and student engagement opportunities across the commonwealth to connect them with the right campus and major to meet their needs. Whether it’s at University Park, whether it’s at a Commonwealth Campus, or through a combination of approaches, there’s something at Penn State for everyone.”
There are opportunities for growth at Penn State’s 19 undergraduate campuses located outside of University Park, he said. With a campus within 30 miles of 96% of Pennsylvania residents, Melvin emphasized that Penn State’s Commonwealth Campuses are an integral part of local communities, helping to provide affordable world-class educational opportunities to students statewide and boosting regional economies as part of Penn State’s broader land-grant mission of teaching, research and outreach.
“Our campuses have opportunities and options to be even more nimble in their respective markets,” he said. In addition to serving traditional college students, Melvin discussed potential opportunities for enrollment growth at Commonwealth Campuses including catering to local adult learners seeking to complete their degrees, as well as serving transfer students from local community colleges through articulation agreements with Penn State campuses.
In fall 2022, Penn State reported relatively steady enrollment with a total of 88,116 students across all locations. The University’s enrollment stability remains ahead of turbulence observed in national trends.
In order to better recruit and retain students, Melvin said Penn State should continue creating new access points for students so the University can meet students where they are and serve those markets. A core part to the University’s strategy is to demonstrate the value of a Penn State degree and the return on investment for families, he said.
“It’s not just about our campuses — it’s about the plethora of academic programs, the depth and breadth of academic programs that Penn State offers across all channels and campuses that help our students meet their needs and prepare them for success,” Melvin said.