A Conversation with...
Katie Condon, vice president for enrollment management
What will student recruiting and admissions practices at Eastern look like in the midst of ongoing economic uncertainties and shifting demographics? How can the university leverage new technologies to attract student applicants? To find out, we sat down with Katie Condon, EMU’s new vice president of enrollment management.
Condon, who joined Eastern in 2023, oversees admissions, financial aid, veterans affairs, student onboarding, registration for orientation, and all associated technologies. Previously, she was director of enrollment at West Virginia University. Condon has a BA in Communications Studies from Albion College, and an MA in Communication Theory and Research from West Virgina University where she’s also pursuing a doctorate degree in Higher Education Administration.
Eastern Magazine: What led you to join Eastern? What are your first impressions?
Katie Condon: I’m originally from Hillsdale, Michigan and grew up there before moving to West Virginia for my graduate degree. Recently, I was seeking an opportunity to work closer to home. And I wanted to work at a university that shares my higher-education values: accessibility, diversity and affordability. I believe in saying “yes” to students as much as possible. Eastern does just that.
My husband Jordan was really excited about the move, since he’s always lived in West Virgina. He’s a civil engineer and his company allows him to work remotely.
EMU Vice President of Enrollment Management Katie Condon says maintaining accessibility, diversity and affordability are priorities for the University.
EM: What are the biggest challenges you face in your role at Eastern?
Katie: Eastern is a “net-tuition revenue” university, meaning we rely primarily on student tuition to run the institution. We have to be very mindful of making smart business decisions. The number of high school graduates is declining due to a declining population. That’s affected the K-12 system and it’s now impacting higher education. It might be logical to say, “If you need more money, admit more students.” But there are fewer students to admit today.
There has also been a corresponding national decline in state appropriations to public universities. States are pushing public institutions to become net-revenue driven. I’m hopeful to see a future increase in state appropriations. But for now, the burden of paying for college is largely on the individual.
EM: What attracts you to enrollment management? What do you find most engaging?
Katie: My job is part art and part science. It’s about building relationships with stakeholders: faculty, the provost’s office, the business office. Some people refer to my position as the “chief revenue officer” of the institution. There’s also a data and business side of the job. No two days are alike. I could be speaking to high school seniors in an auditorium today, then looking over spreadsheets tomorrow to help make solid business decisions for the University.
EM: Can you share Eastern’s particular enrollment goals?
Katie: Most public universities in Michigan have seen a decline in enrollment over the past 10 years. We want to stabilize our enrollment and make sure it’s at the right size for Eastern. In doing so, we want to maintain our values of accessibility, diversity and affordability.
EM: How does that look in terms of the type of student Eastern wants to attract?
Katie: We look at a lot of different factors, so it’s hard to say that Eastern targets a certain demographic. We want to have first-generation students, underrepresented students, minority students. We believe that people learn best when they’re surrounded by people who look different from themselves. When we talk about “building a class” [of students] we want one that represents the world students will see after they graduate.
EM: So how will Eastern go about building this type of class? Are there certain new strategies you’d like to employ?
Katie: This is where the art of the job comes into play. When you talk with prospective students around age 17 and 18, you have to be where they are and be aware of new social media trends like TikTok. Students spend up to nine hours on their phones daily, and about four hours on social media apps. So we need to be mobile-friendly and mindful of reaching out to prospective students on those apps. We’re also aware of the importance of parents and their role in helping their child through the application process. We’re looking into ways to best equip parents to help their son or daughter apply and enroll.
High school graduates choose a university based on numerous factors. My main job is to make those students feel that EMU welcomes them, makes them feel special, and that we’re the right fit for them. Someone could make a lot of money on a reality TV show about choosing the right college!
“My main job is to make [incoming] students feel that EMU welcomes them, makes them feel special, and that we’re the right fit for them. Someone could make a lot of money on a reality TV show about choosing the right college!”
Katie Condon
EM: It’s clear that today’s prospective students—often called “Gen Z” or “Gen Alpha”—seek certain things from a university that are different from previous generations. What is Eastern doing to meet their wants and needs?
Katie: I could also add “Gen P” for the post-Covid pandemic generation. We have to be mindful of the loss of learning they experienced during the pandemic. Gen Z students also cast an eye toward safety. The students we’re recruiting for the fall 2024 class are the same age as the students killed during the Sandy Hook shooting would be now. Safety is very important to Gen Z students, which is important to keep in mind. We’re also very aware that today’s students expect their institutions to match their political beliefs and values, as well as take a stand on important political issues.
EM: You mentioned the challenges that face the post-pandemic generation of students. Do present economic uncertainties pose other challenges? How can Eastern address those?
Katie: In recent years, there have been people questioning the importance or value of higher education. But studies consistently show that higher education is still very worthwhile. Higher education institutions need to ensure students understand that a college degree remains a good investment, even if they take out a student loan. We need to be very transparent about the outcomes from higher education and how those will pay off during the graduate’s lifetime.
EM: In terms of emerging technology, does artificial intelligence [AI] play a role in student enrollment?
Katie: We’re looking at ways to incorporate AI into certain service functions, such as a chatbot service on the web. We know students don’t always exist in the same timeline as university staff. Of course, we’re always going to need people to answer students’ questions. But by using a chatbot service strategically, we can make sure we’re providing students with the information they need when they’re online at 10 p.m. or even later.
EM: Are you also seeking to engage Eastern’s alumni network to enhance enrollment efforts?
Katie: I oversaw an alumni program I previously worked that proved successful and we’d like to introduce something similar at Eastern. It would be a group of committed and enthusiastic alumni trained in the basics of admissions. They could help recruit new students in areas that we can’t always get to—perhaps an out-of-state market. Alumni can tell students about their Eastern experience, what made it worthwhile and how it helped them excel in life.
EM: Are there any other endeavors you’re working on that you’d like to share?
Katie: We want to make sure our pathways for transfer students are as seamless as possible, which includes ensuring students know exactly how their accumulated credits will transfer at Eastern. We recently created a partnership with Henry Ford Community College to help facilitate the transfer process. We’d like to create other similar partnerships in the region.
We’re also focused on graduate students and are constantly looking to create new community and corporate partnerships to increase graduate enrollment. We need to offer more online graduate programs and more flexible options for working professionals so they can pursue advanced degrees.
EM: What’s the most important thing you’d like readers to take away from our discussion?
Katie: Student recruitment and retention is everyone’s job at Eastern, as well as for everyone associated with the University. The more we share positive things about EMU, the more students will want to enroll here. Share positive stories about your Eastern experience with any prospective high school students, as well as your friends and neighbors. That’s crucial toward building our brand.
By Jeff Samoray
Photos by T. Rosa Studios