Serving the High Plains

Mesalands sees 20 percent drop in fall enrollment

Mesalands Community College saw about a 20% drop in enrollment during fall 2020 — the college’s first full semester during the COVID-19 pandemic — compared to the previous year.

Aaron Kennedy, vice president of student affairs, presented the college’s enrollment report during the board of trustees’ regular meeting Feb. 16.

Three metrics to determine student numbers at Mesalands — full-time equivalent students, headcount and credit hours — all showed declines of 19% to 20% during the fall 2020 semester in Kennedy’s report, compared to the previous year.

“This was our first pandemic fall and hopefully the last,” he said.

Kennedy said all U.S. colleges and universities saw a 4% drop in enrollment during that fall. He said community colleges experienced steeper declines, about 14%.

He said the college’s spring 2021 enrollment numbers “are looking much better.”

Kennedy was asked after the meeting why Mesalands’ enrollment numbers fell more than the national average. Through Josh McVey, director of public relations, came an emailed reply: “We attribute it to concerns over COVID and the pandemic. Parents and students' apprehension regarding in-class/hybrid instruction may have had an effect on enrollment. Many of our programs involve hands-on training, Many students may have seen the value in waiting until the pandemic concluded to continue or start their education.”

The report showed even steeper drop-offs compared to fall 2018. From that time two years ago to fall 2020, Mesalands’ full-time equivalency, headcount and credit hour number all fell nearly 33%. Mesalands had showed stable numbers before seeing declines in fall 2019.

In other business:

• McVey requested an increase of 25%, or nearly $14,000, in the college’s marketing budget after showing improvements in those efforts, particularly with the internet and social media.

McVey’s report showed a vast improvement in conversions and click-through rates on the college’s Google Ads campaign. The costs per conversion also fell by 90%.

McVey demonstrated that online campaigns drew more student enrollments for the spring semester using less money than printing and mailing postcards.

He said a chatbot installed on the college’s website collects vital information and develops leads on prospective students. Plans include more social media marketing, including Facebook, Twitter, Instagram, Snapchat and YouTube.

McVey said the requested budget increase in marketing still would make it less than 1% of Mesalands’ operating budget. He said a typical college devotes 1.5% to 6% of its budget on marketing.

Acting President Natalie Gillard commended McVey’s marketing efforts, as did board member Tom Sidwell.

“It’s outstanding return on the dollar,” board Chairman Jim Streetman said.

The board did not act on McVey’s request; it was not listed as an action item on the agenda.

• Gillard said she later in the week would meet with officials from Carson National Forest in northern New Mexico to “move forward” with a pact to foster wild horses. She said such a meeting would have occurred earlier except for restrictions due to the COVID-19 pandemic.

• The board approved a purchase requisition of $32,640.73 with CDW-G of Chicago for faculty laptop computers. Those computers would be better equipped for online learning at the college. Funds from federal coronavirus relief will be used.

• In a routine matter, the board approved a quarterly financial certification report to the New Mexico Higher Education Department. The report stated Mesalands is in good standing financially.

• The board went into a 10-minute closed session with Gillard to discuss personnel matters. No action was taken when open session resumed.

• Mesalands Community College Foundation coordinator and grants specialist Diane Grap, who also was serving as the board’s secretary, noted after the executive session that trustees hadn’t approved the meeting agenda. Streetman instructed her to not hesitate to interject if such oversights occur again. “You are the one who keeps us in line,” he said, smiling.

 
 
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