Since 1992, enrollment has declined, but recent efforts to restructure Enrollment Management, improve recruitment practices, and develop an integrated marketing strategy will help us meet our enrollment goals. Our engineering and science emphasis and our remote location make it more difficult for us to diversify by major, gender, and ethnic group, but we have developed multiple strategies to meet our diversity goal.

In summary, the strengths, weaknesses, opportunities, and threats with regard to recruitment are as follows:

Internal Assessment of the Organization
Strengths High quality students Academic reputation Placement record Precollege and outreach programs Enrollment management restructuring Student and alumni networks Growing involvement of faculty in recruitment Conversion rate of applicants to enrollees	Weaknesses No unified marketing strategy Little advertising Perception that MTU standards are too high Late financial aid notification Insufficient recruitment budget Low conversion rate from inquiry to application Insufficient diversity University and departmental goals not aligned
Opportunities Demographics for women and underrepresented high school graduates Transfer students from community colleges Students in non-engineering disciplines Growing importance of technology to society	Threats Competition from other institutions Distance from the pool of potential students Diminishing external support for youth programs and underrepresented groups Recent rulings against Affirmative Programs National decline of interest in engineering by high school students
External Assessment of the Environment

Action Plan

To take advantage of opportunities and remedy concerns with regard to recruitment, the following action plan is recommended. Responsible parties for implementing the recommendations are identified.

This action plan will be integrated into the strategic planning process for 1998/99.

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