Situation Appraisal

Talladega College is a small liberal arts college located outside of Birmingham, Alabama founded in 1867. Its historical significance includes being the oldest historically black college (HBCU) in Alabama growing into prominence with enrollments reaching over 2000 students twenty-five years ago. During the 1980"s and 1990"s Talladega College"s enrollments dwindled down to 300 students, not nearly enough to support its beautiful 50 building campus and reputation of being the “Ivy League” school of HBCU"s. In the midst of this enrollment crisis, the quality of the institution remained high as it was listed as The Best College in the Southeastern Region, by the Princeton Review, for the years of 2005, 2006 and 2007. This focus on quality and the hiring of solid leadership positioned Talladega College well for its new rallying cry “Return to Preeminence.”

The mission of the institution includes the concepts of “fostering leadership ... (and) to instill in its graduates the values of morality, intellectual excellence and hard work.” This perspective and situation challenged Talladega College to embrace the world of returning adult learners and set the stage for a partnership with Education Strategy with the goal of targeted enrollment growth.

Call to Action

Significant and rapid enrollment growth was required at Talladega College in order to position it for the future as the returning gem of the southern region.

Dr. Billy C. Hawkins began his new presidency at Talladega College on January 1st, 2008. In anticipation of that date, he once again engaged Education Strategy to be his strategic partner for growth as a central part of his turn-around strategy for the college.

Dr. Hawkins has a long history of working with Education Strategy and brought the strong track record of his experience to the college"s board in November of 2007 for approval - which it met with great anticipation. Previously, Dr. Hawkins worked in partnership with Education Strategy in his leadership position at St. Pauls College in Virginia during the 1990"s, and his remarkable turn-around Presidency at
Texas College in Tyler Texas during the early 2000"s which now boasts over 100 learners a year in its Success Program for returning adult learners.

The mandate for the new program at Talladega College: 100 new full time equivalent learners in the first year of operations and a growing market presence in both accelerated classroom and blended online learning for adults.

Targeted Inputs

Education Strategy began its onsite work at Talladega College on January 15th, 2008. Previous to that, Education Strategy delivered several presentations to key stakeholders, presented a preliminary market study and budgeting Proforma. Once onsite, the start-up consultant launched three key initiatives.

Targeted Enrollment Growth Case

1. Full systems integration of the new adult program into the fabric of the institution

1. Integration of the new turn-key curriculum with full faculty approval
2. Development of a preliminary market plan and competitive analysis
3. Assistance in new budget development
4. Assistance in review and language supporting the integration of the new program with the college"s accrediting association
5. Assistance in maintaining Title IV compliance for the institution and program
6. Directed work with the college"s Registrar in developing a Degree Plan built around the new program and existing degree granting approvals of the college while maintaining the academic integrity of the institution
7. Facilitating key institutional partnerships for printing, textbook resourcing and technological support

2. Assistance in recruiting, highering and training a new program director

1. Developing a new position description and internal reporting roles for the new director
2. Recommendations of scalable compensation packages and key performance review criteria
3. Followup on applications including both on site and telephone interviews
4. Significant on-site training and remote phone work to assure a smooth and successful transition of the college's new employee
5. Providing faculty information sessions and workshops on andragogical methodologies and online learning

3. Strategic marketing assistance to ensure adult learners filled the classroom

1. Assistance in developing new materials, program information booklets, brochures
2. Assistance in establishing articulation agreements with community colleges and businesses
3. Coordinated work with a marketing and design firm for new print and radio advertisements as well as their appropriate placements for the target population
4. Establishing and modeling large group information sessions, individual one-on-one recruitment sessions and new cohort orientation meetings
5. Training the new director on recruitment strategies that move beyond traditional admissions practices to benchmarked best practices in creating a recruitment sales funnel, strategic partnerships and systems thinking.
   

Enrollment Growth

The desired results for Talladega College were ultimately centered on enrollment growth. As promised, within 90 days of setting foot on campus, Education Strategy assisted Talladega College establish its new systems, integrate its new curriculum and have a full cohort of fifteen or more learners enrolled. The college"s new program was appropriately named The FASTtrack Program.

As of April 15, 2008, The FASTtrack Alpha Cohort successfully launched with 18 new learners. The program continues to be on that fast track of enrollment growth for a Beta and Gamma cohorts launching in May. It is well on its way to a landmark 100 learners by the end of 2008 - a 33% increase in
its existing enrollment numbers as a result of its strategic partnership with Education Strategy and the vision for the future carried forward by its new leadership.

The growth trajectory continues. During the summer of 2008, Talladega College, under the direction of President Hawkins and its strategic partnership with Education Strategy, will take its blended online program to Birmingham Alabama where the geographic recruitment boundaries will be lifted and
Talladega College will be able to continue its rapid growth into Adult and Online learning paving the way to a new future and its desired “Return to Preeminence.”

Reflections

“Education Strategy sets up an unequal relationship with us. That is why we signed the agreement with them. They provide everything upfront and are willing to wait until we are successful to get anything back.

The unequal relationship is in our favor.”
  –Dr. Billy C. Hawkins, President