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 EM=C2: A New Formula for Enrollment Management
By John Maguire and Lawrence Butler
As heavily tuition-dependent colleges and universities become increasingly competitive in their quest for the best students, a host of challenges have arisen in the field of Enrollment Management (EM). Those charged with recruiting, admitting and retaining students have found their carefully constructed sense of control is under assault from all sides. They are concerned about their institution’s continued ability to shape its future and they are asking some difficult questions.
 John (Jack) Maguire and Lawrence (Larry) Butler answer these questions in their provocative book just published by Trafford Publishing: EM=C 2: A New Formula for Enrollment Management. Maguire, who coined the term Enrollment Management 30 years ago as a college dean of admissions trained in the scientific method and market research, and Butler, a senior consultant and strategy specialist at Maguire Associates, formulate new enrollment strategies for the new world of higher education. Their cutting-edge advice should be welcomed in this new world in which virtual communities proliferate, global boundaries are erased, “stealth” applicants abound, and new technologies shape the expectations and opinions of those making college choice decisions.
 Briefly describing their book, Maguire and Butler say that “this book tells a story about the evolution of Enrollment Management, from its origins as a set of ideas just beginning to coalesce in the minds of a group of college admissions managers some 30 years ago right up through today and, we hope, beyond. On another level, though, it’s a story about higher education in the United States at the beginning of the twenty-first century and where---for good or ill---it seems to be heading.”
Dramatic growth of the Internet and the exploding number of services, relationships, and decision complexities in higher education have caused dramatic changes to which EM has not yet adapted. EM=C 2: A New Formula for Enrollment Management shows leaders how adopting a new, more expansive approach to Enrollment Management is an essential step in leveraging the new information technologies. They see a need for enrollment managers and institutional leaders to expand their thinking to include the cultivating, nurturing, and leveraging of a Community of Communities (C 2)—including communities of influence, as well as communities of students, faculty, alumni, advocates, stewards, donors, etc. EM=C 2 is the authors' name for this reformulation of Enrollment Management – a new EM with Community at its core.
“We wrote this book because we care deeply about the importance of higher education in expanding the horizons and lifting the lives of people young and old,” Maguire and Butler say. “As professional consultants who are honored to assist those charged with fulfilling this noble purpose, we are concerned about assuring the continued efficacy of a critical administrative function – namely, Enrollment Management.”
To learn more about Maguire Associates, visit its website at http://www.maguireassoc.com/services/enrollment_management.html
To purchase a copy of EM=C 2: A New Formula for Enrollment Management, click here to our book page: http://www.thoughtleading.com/books.htm
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