DePaul University Enrollment Management and Marketing > About > History of EMM at DePaul

History of EMM at DePaul

DePaul was an early adopter of the enrollment management model and has been an innovator in the field since first embracing the concept in 1984. DePaul continues to be cited in professional literature as an institution that is very intentional and integrated in its enrollment strategy. 

Below are select highlights from recent years that demonstrate the breadth and depth of the work DePaul's Division of Enrollment Management and Marketing (EMM) undertakes and outcomes achieved, as well as events that shaped the direction of the division. ​

1984-1996

1984: Throughout the Year
Following four years of enrollment decline, DePaul becomes an early adopter of an enrollment management model by forming the Division of Enrollment Management (EM).


1990: Throughout the Year
DePaul enjoys significant enrollment growth in the first several years under the enrollment management model, increasing from 12,300 students in 1984 to 15,700 by 1990. ​​

1997

January 1997
DePaul re-establishes the vice president of Enrollment Management (EM) position after it had been intentionally held vacant for a number of years.


April 1997
DePaul is awarded Title IV funding for the Student Support Services (SSS) program from 1997 through 2001.


May 1997
David H. Kalsbeek joins DePaul University as vice president for EM.


June 1997
Financial Aid, formerly in the Division of Student Affairs, aligns with admission in EM.


Billboard advertising campaign debuts in support of Naperville Campus launch.


July 1997
Career Center moves to EM from Student Affairs to forge career networks that not only connect students with employment but also connect employers and alumni with the university.


September 1997
Growth plateaus with fall enrollment of 17,800 students, an increase of only 8.5 percent over 1991. 


The Naperville Campus opens and the Board of Trustees approves a 20-year lease. Vision 2006 launches.​​

1998

March 1998
The Career Center hosts its first networking event.


April 1998
Enrollment Management (EM) establishes the director for Community Outreach position.


May 1998
The university's website goes live at depaul.edu.


June 1998
The Career Center hosts the first suburban networking event with the School of Computer Science, Telecommunications and Information Systems (now known as the College of Computing and Digital Media).


July 1998
The department of Marketing Communications is established.


September 1998
DePaul earns the distinction of largest Catholic university in America with fall enrollment of 18,565 students.


October 1998
The Financial Accessibility Initiative and Task Force is created to explore access and affordability at DePaul.


November 1998
EM engages Human Capital Research Corporation to help strategically inform planning with research and modeling.

1999

February 1999
University Relations moves to Enrollment Management (EM) from Advancement.


March 1999
Student Employment moves to the Career Center in EM from Human Resources.


June 1999
PeopleSoft project team is established to plan the implementation of new enterprise software to EM departments.


July 1999
DePaul's Lake Forest campus opens.


August 1999
The Princeton Review declares DePaul's students "the happiest students in the country."


September 1999
Fall enrollment increases to 19,549 students.


EM creates the director for Internet Communications position to oversee the development of the university's rapidly expanding website.


The Career Center introduces the University Internship Program (UIP).


October 1999
PeopleSoft goes live in Undergraduate Admission.​​

2000

March 2000
DePaul hosts national TRIO directors retention conference.


June 2000
DePaul leases space in 55 E. Jackson; Enrollment Management (EM) administrative units previously spread throughout the university move to shared space.


EM begins work with Brandtrust to understand DePaul's brand.


July 2000
EM reorganized.


PeopleSoft Student Systems Office is created to manage all new student enrollment-related systems.


August 2000
EM's Media Relations coordinates President Bill Clinton's visit to DePaul to announce lower interest rates for direct student loan recipients.


September 2000
University enrollment surpasses 20,000 for the first time in history with 20,548 students.


November 2000
EM creates the first-ever Enrollment Summary, a 21-page booklet explaining DePaul's enrollment story through narrative and data.​​

2001

February 2001
DePaul and Barat College finalize alliance.


Enrollment Management (EM) ushers in a new era of electronic enrollment reporting with the creation of "the Gunty Report."


DePaul's brand promise, as identified through research in 2000, is approved by the president and endorsed by the deans.


April 2001
The university's first integrated marketing plan is completed and presented to the Board of Trustees.


July 2001
Barat College of DePaul is established.


September 2001
Fall enrollment continues to grow, reaching 21,363 students.


DePaul launches new advertising campaign with ads in Ogilvie and Union train stations.


Marketing Strategy coordinates first-ever integrated marketing plans with college offices for the Kellstadt Graduate School of Business, School of Computer Science Telecommunications and Information Systems (now known as the College of Computing and Digital Media), and School for New Learning.


EM begins hosting Financial Accessibility meeting series with information sessions with Faculty Council and select academic leadership.


October 2001
The marketing committee of the Board of Trustees holds its inaugural meeting.


November 2001
Enrollment and Marketing Research launches the "Brown Bag" lecture series for the university community with the presentation "Applicants to Alumni: The Enrollment Pyramid Profile."


The Career Center creates the Business and Technology Network and hosts its first-ever event with more than 250 alumni in attendance.


EM launches a brand standards website.


December 2001
Admission and Internet Communications launch a new tool for prospective students to register online for open house programs.


Undergraduate Admission moves its Lincoln Park location to the new Student Center.

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2002

January 2002
Media Relations launches the Online News Bureau.


February 2002
Enrollment and Marketing Research (EMR) publishes first-ever Market Share "DePaul is the Nation's Largest Catholic University."


May 2002
International Baccalaureate organization recognizes DePaul for exemplary practices.


June 2002
DePaul's Assessment Center moves to the new Academic Resource Center.


July 2002
Enrollment Management (EM) launches website dedicated solely to prospective students.


September 2002
Enrollment increases nearly 9 percent to 23,227 students.


The Market Research Matrix is created, providing a conceptual framework for enrollment planning.


November 2002
Newsline (the university's employee newsletter produced by EM) goes online.


December 2002
EM facilitates Board of Trustee joint committee meeting: Planning for 2012: Understanding the Dynamics Shaping DePaul's Undergraduate Enrollment.


Princeton Review ranks DePaul's student body as one of the most diverse in the nation.​

2003

January 2003
Media Relations coordinates Gov. George Ryan's speech on DePaul's campus where he pardons four death row inmates and two other prisoners.


April 2003
DePaul's McNair Scholars Program receives highest acknowledgement and is granted additional 5-year funding.


June 2003
The first-ever Career Outcomes brochure is produced, highlighting employment and graduate school placements for 2002 graduates.


September 2003
University enrollment is 23,610 students.


The first issue of Enrollment Matters​ is released.


Study R4 typology is conducted to cluster markets of DePaul's alumni base.


October 2003
Director for Recruitment Operations position is created to enhance communications with prospective students.


Work begins to define the DePaul brand, which results in consistent brand architecture, brand messaging and logos.


Enrollment Management pilots a process for new academic program development.

2004

2004: Throughout the Year​
DePaul provides $1 million in financial aid grants to assist undergraduate students experiencing financial hardships. More than 240 students with financial need are able to continue their undergraduate studies with the use of this program.


Digital imaging of application materials begins with the implementation of ImageNow system.


Telemarketing capabilities expand with the opening of a state‐of‐the art telemarketing center.


Enrollment and Marketing Research (EMR) moves its Admission Summary tool online, providing enrollment updates at all levels for new freshman, transfer and master’s students on a daily basis.


January 2004
The first-ever 60 second TV spot is executed.


February 2004
Board of Trustees votes to end operation at the Barat Campus by June 2005.


March 2004
Tuition notices are distributed via PeopleSoft's CRM, the first significant milestone in transitioning to electronic communications with current students.


April 2004
In an effort to enrich the prospective student experience via the Web, Enrollment Management (EM) launches Liquid Matrix, a new software that facilitates an interactive experience through personalized content, one-to-one communication and personalized to-do lists.


Marketing Strategy partners with Housing Services to plan and implement a marketing and promotions strategy to achieve DePaul’s housing targets for the new, jointly owned University Center of Chicago (UCC).


June 2004
SEVIS, the Web-based system for maintaining information on international students who come to the United States to study, is implemented.


September 2004
After nine consecutive years of growth, enrollment remains level at 23,570 students.


EM assumes responsibility for entire transfer admission process (admission decision, credit evaluation, course placement and posting of credit).​​

2005

January 2005
Enrollment Management (EM) hosts financial literacy summit with key academic leaders, advisors and student service providers.


April 2005
EMAS (Educational Management Action System), a recruitment and CRM software solution, is implemented.


EM's Student Employment initiates DePaul Student Employee of the Year Award.


July 2005
The Joan H. Wish Welcome Center opens and serves as the front door for prospective students visiting the Loop campus.


September 2005
University enrollment is 23,148.​​

2006

2006: Throughout the Year​
Academic Resource Center functions are aligned within Enrollment Management (EM).


Financial Fitness program is developed.


The Transfer Articulation/Degree Audit (TADA) project is conceived and launched.


February 2006
DePaul becomes the first private university to adopt the Course Articulation System (CAS).


June 2006
Transfer Admission launches Accelerated Transfer Admission (ATA) events for students to receive on-the-spot admission decisions.


DePaul Central, a one stop enrollment services center managed by EM, opens at the Lincoln Park Campus.


July 2006
The GEMS (Graduate Enrollment and Marketing Services) model is developed to achieve enrollment goals in graduate colleges. Initial implementation is in the School of Education and College of Liberal Arts and Sciences.


September 2006
University enrollment is nearly identical to 2005 at 23,149 students—an increase of 1 student.


October 2006
DePaul's homegrown smart application for admission (SmartApp) goes live.


November 2006
The course articulation process, previously handled by the individual colleges, is centralized in EM.


Advertising develops the academic prominence campaign after Miriam Ben-Yoseph wins the Illinois Teacher of the Year award.


December 2006
The Degree Progress Report (DPR) is launched.​​

2007

2007: Throughout the Year​
The division launches the largest, most comprehensive longitudinal analysis of patterns of student retention in institutional history.


The division's name officially changes to Enrollment Management and Marketing (EMM).


EMM creates the Office of Community College Partnerships.


January 2007
The website moves to a comprehensive content management system for the first time.


February 2007
DePaul launches the "Become" advertising campaign.


May 2007
The Career Center joins the Hire Big 10 Plus Consortium.


June 2007
EM​M partners with Modern Languages to launch the "In Our Words" oral history workshop with CPS International Baccalaureate students.


August 2007
Marketing Strategy partners with Student Affairs to launch "DePaul Quad," an online community for parents.


September 2007
University enrollment grows slightly to 23,401 students.


October 2007
DePaul joins the statewide transfer student initiative, u.select.


DePaul's McNair Scholars Program​ receives funding for four more years in highly competitive process.​​

2008

2008: Throughout the Year​
A new web resource focusing solely on the needs of prospective transfer students is created at depaul.edu/transfercenter​.


February 2008
Enrollment Systems and Services and Financial Aid Operations move to shared space as part of a unified strategy for centralized enrollment and systems-related services.


OIPR realigns to Enrollment Management and Marketing (EMM) from the Office of the Provost.


A Scholarship Team is established in the Office of Financial Aid to help coordinate the efforts between many decentralized university departments involved in awarding scholarships.


April 2008
Special Events moves from EMM to the Office of Mission and Values.


EM​M establishes the Center for Access and Attainment.


The Executive Retention Group (XRG) is established to guide retention-related efforts at DePaul and is co-chaired by EMM.


May 2008
EM​M coordinates the first-ever event, "VISION twenty12 In Action: Showcase of Highlighted Strategic Initiatives,​" for the Board of Trustees.
DePaul Central opens a Loop location in the DePaul Center.


June 2008
Community College Partnerships creates "Taste of DePaul" to further enhance relationships with top feeder community colleges.


September 2008
After six consecutive years with enrollment in the 23,000s, university enrollment crosses the 24,000 threshhold with 24,352 students.


Student Records provides electronic transcript service to students and alumni.


October 2008
EMM establishes the DIAMOND program - Developing Insights for Admission through the Mining of Non-traditional Data. ​​

2009

2009: Throughout the Year​
Enrollment Management and Marketing (EMM) begins application processing responsibilities for graduate admission in Liberal Arts and Sciences, Education and Communication.


The Dynamic Transfer Guide system launches.


February 2009
DePaul Distinctions, an electronic newsletter to the university community highlighting academic achievements and innovations, debuts.


EMM Competency Model​ project launches.


June 2009
DePaul begins participating in the Yellow Ribbon GI Education Enhancement Program to serve military veterans.


The First-Year Academic Success (FYAS) program launches.


July 2009
Non-enrollment marketing collateral production is moved to Marketing Communication from Information Services.


August 2009
Media Relations moves from EMM to Public Relations and Communications.


September 2009
University enrollment reaches 25,000 for the first time with 25,072 students.


The Catholic Schools Initiatives concept is introduced in the Center for Access and Attainment.


October 2009
The Center for Access and Atta​inment​ ​hosts inaugural Balancing Market and Mission Symposium.


November 2009
The Lincoln Park Welcome Center opens and houses Freshman Admission, Community Outreach, Graduate Recruitment and Admission, and Alumni Relations.​

2010

2010: Throughout the Year
The DePaul Admission Partnership Program (DAPP), a dual-admission program with community colleges, is introduced.


April 2010
DePaul joins the Common Application (Common App).


May 2010
Enrollment Management and Marketing assumes management of SNL's adult and transfer student processing and communication flow from the college office. 


The Adult Enrollment Center officially opens.


September 2010
University enrollment is 25,145.​​

2011

April 2011
DePaul becomes the largest private institution to offer test-optional admission.


September 2011
University enrollment is an all-time record 25,398 students.


The Education and Development Grant for Employability (EDGE) program is implemented by Student Employment and Financial Aid.


December 2011
DePaul Central opens a Contact Center to offer services to students through multiple channels.​​

2012

June 2012
The Board of Trustees approves the strategic alliance with Rosalind Franklin University of Medicine and Science.


August 2012
The U.S. Department of Education audits DePaul's Office of Financial Aid and returns explemplary review with no findings.


September 2012
Total university enrollment is 24,966. Freshman enrollment is an all-time high 2,593 students. The first freshman test-optional cohort is 121 students. A university record 1,542 non-SNL transfers enroll.


October 2012
DePaul's alliance with Rosalind Franklin University of Medicine and Science is officially introduced to the public.​

2013

March 2013
The master’s entry to nursing practice (MENP) receives accreditation; marketing and recruitment of first cohort to take classes at Rosalind Franklin University of Medicine and Science begins.


May 2013
The McGowan Fund awards a one-year grant to the Center for Access and Attainment to expand International Baccalaureate programming.


June 2013
The new Corporate and Employer Outreach (CEO) initiative launches.


September 2013
Students of color represent a DePaul record 34 percent of the university's total enrollment of 24,414 students.

2014

January 2014
The online scholarship tool is launched, providing a comprehensive resource for students to search for institutional and donor-funded scholarships.


February 2014
EMM debuts its new division website in SharePoint.


May 2014
BlueStar Advising System, a new online system that supports students’ academic success, launches.


July 2014
The Corporate and Employer Outreach (CEO) initiative begins its initial onsite cohort at Medline. In September, a second onsite cohort begins at Lurie Children’s Hospital.


September 2014
Total student enrollment is 23,799. DePaul enrolls its largest Honors Program cohort with 10 percent of the freshman class, or 258 students.

 
DePaul launches its data science advertising campaign, a collaborative effort between EMM’s University Marketing Communications, Strategic Marketing and Branding, Graduate Admission, and Institutional Research and Market Analytics.


December 2014
An enhanced, online version of EMM’s news publication, Enrollme​nt Matters​, debuts.​

2015

February 2015
Student Records surpasses 3 million Degree Progress Report (DPR) requests. 

May 2015
The Office of Financial Aid hosts its first annual DePaul Scholarship Fair.

June 2015
EMM and College of Education partner with Academy for Urban School Leadership (AUSL) to welcome two cohorts of teacher-prep students in effort to increase enrollment in education programs.

August 2015
DePaul l​aunches Early Opportunity Program as part of partnership with Rosalind Franklin University of Medicine and Science (RFUMS). The program offers select College of Science and Health students the opportunity for an early admission decision into one of six professional programs at RFUMS. 

September 2015
Total student enrollment is 23,539.  

The Career Center cuts ribbon on remodeled Lincoln Park Campus office, which includes a more modern look to increase student engagement. 

Enrollment Systems and Operations begins implementation of new university-wide customer relationship management (CRM) software, Slate, to better manage inquiry and application management and student recruitment strategies for all undergraduate and graduate programs.

The U.S. Department of Education awards DePaul a near-perfect score on its grant application and renews the university’s Student Support Services funding for five years.

2016

2016: Througho​ut the Year
Lowered the 3-year student loan cohort default rate​​ to 3.3 percent, down from 6 percent the year prior.

Passed 4,000,000 Degree Progreess Reports (DPR) issued since the tool was introduced in December 2006.  The DPR details how a student's courses fit their degree requirements as well as what courses they can take to fulfill remaining requirements.

Generated over 20,000 freshman applications for the first time in university history, receiving a university record 22,502 apps for the fall 2016 application cycle.

January 2016

Launched the “Urban Educated. World Ready” brand campaign.

April 2016
Launched the admission microsite, Stories, a narrative based site allowing users to personalize the content they access.

June 2016
Launched the fully redesigned university website in a mobile responsive web framework.  Managed the migration of approximately 800 pages of content that generate 4.6 million annual pageviews.
 
Won the National Association of College and Employers’ (NACE) Career Services Excellence Award for the EDGE program.

​​

July 2016
Rename​d Student Records to Office of the University Registrar to more accurately reflect the responsibilities of the office.
 

August 2016
Implemented Slate, a best-in-class CRM, to manage communication with prospective students.

September 2016​​​

​Total student enrollment ​ is 23,110.

Enrolled the most diverse student profile in university history; 8,316 of the students (36 percent) were students of color.  Students of color accounted for 39 percent of undergraduate enrollment, 30 percent of graduate enrollment and 27 percent of law enrollment. ​

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