BY CORIE LYNN
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Growth has been FHSU\u2019s mindset over the last few years. The campus has grown as new buildings spring up. The student population has grown through the University\u2019s various programs.
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But this fall, almost two years after the start of the COVID-19 pandemic, enrollment declined.
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In an email sent by University President Tisa Mason, the student headcount fell 6% from last fall, affecting the traditional student population, Kansas Academy of Mathematics and Science students and international partnership students.
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According to Dr. Dennis King, the associate vice president for student affairs and enrollment management, the university anticipated the dip in international students due to changes within China relating to the universities there.
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The on-campus dip was anticipated, too, as students were less willing to travel in the context of the pandemic.
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\u201cPeople generally stay closer to home,\u201d King said. \u201cUnderserved populations weren\u2019t applying at the same rate, so we knew that we were going to have the on campus challenges as well.\u201d
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Though almost every Kansas regent university has experienced similar enrollment issues, King views FHSU\u2019s decline as being impacted by online programming. Whereas FSHU was a field leader through FHSU Online, the university now sees competitors through the need to go virtual.
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But FHSU is already taking steps to address enrollment.
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\u201c[In] the growth plan that we have in place, we\u2019ve expanded tuition to a regional tuition model instead of an in-state, so basically the in-state model will cover 13 states,\u201d King said.
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Scholarships for out-of-state scholarships also changed.
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Though FHSU changed this model prior to the pandemic, it allows scholarships to be awarded to students based on GPA rather than the ACT, which allows students who did not have the chance to take the test to still receive a scholarship.
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King explains with the changes to address out-of-state students, the university has expanded the locations of their admissions counselors. Potential students can now meet with these counselors outside of Hays.
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\u201cNow we have one [regional couselor] in Kansas City, one in Lawton, Okl., and one in Denver. They can provide a better, more consistent engagement with students in those areas,\u201d he said.
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Though the university is hoping to meet with potential students in person, they have also worked to strengthen their marketing strategy, specifically toward parents and school counselors and potential online students.
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\u201cWe have some other pieces that will go out, and we\u2019ll engage students on a more regular basis than we have in the past,\u201d King said. \u201cYou\u2019ll see a new look to the front page of the website in the next few weeks.\u201d
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Though these steps are directly addressing enrollment growth, Scott Cason, FHSU\u2019s chief communications officer, explained that they fall into the university\u2019s five-year strategic plan.
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\u201cWhile Goal #3 of the plan focuses on strategic enrollment growth and bringing more diversity to our workforce, each of the other four goals focuses on strengthening the quality and overall value of the FHSU experience for all students, faculty, and staff,\u201d Cason said.
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The recently opened Fischli-Wills Center for Student Success also falls into the strategic plan, as it was created with the intent of providing for every need under one roof. In doing so, FHSU hopes to better assist and retain its students.
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Because the university anticipated the enrollment decline, Cason explains that it also budgeted this year to address the accompanying revenue decline by reducing Other Operating Expenses.
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Even early on, FHSU is seeing the positive results of the steps it has taken.
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For instance, a record number of students graduated last year. According to King, the total was 4100 students in 2020 compared to 3800 the previous year.
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A virtual tour, which was added to the FHSU website at the end of September, also has seen a high amount of traffic and even led to more enrollment applications. This new tool is essential for drawing out-of-state students who may not be able to visit in person.
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\u201cWe\u2019re always the hidden gem. We hear that all the time,\u201d King said. \u201cWhat we have to do is get people here. Our yield rate, enrollment rate when somebody visits campus is 11% higher than the national average because when they come here, they see Fort Hays and they\u2019re amazed.\u201d
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In addition, Tiger Day, which brings high school students and their families to visit the campus, was up 250 from its average of 220 attendees. The admissions department is so busy that King has also offered to give campus tours.
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To cap it all off, the freshman class is also up, and FHSU had its highest ever student retention rate last year.
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As FHSU continues to address the enrollment, King explained that the goal of doing so benefits the students as well as the university.
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There is a greater network of alumni for current students to work with, and having already worked with a diverse group helps a student\u2019s ability to work with a diverse team in the future.
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\u201cNot only is the campus vibrant, but it helps with opportunities just being here,\u201d King said. \u201c[Students can find] people to relate with, but it also helps after you graduate as well, having a network.\u201d
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