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S.03-47
SIMON FRASER UNIVERSITY
Senate Committee on University Priorities
iviemoranuum ?
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TO: Senate
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FROM:
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John Waterhous
Chair, SCUP
Vice President,
RE:
Report of the Task Force on
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DATE:
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March 7, 2003
Undergraduate Student Recruitment
Attached is the Report of the Task Force on Undergraduate Student Recruitment which
is submitted by the Task Force to Senate for consideration.
The Senate Committee on University Priorities (SCUP) reviewed and approved the
document at its February 24
th
meeting and was of the view that it should be approved
by Senate.
Motion:
That Senate approve the Report of the Task Force on Undergraduate Student
Recruitment as outlined in document
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end.
C
SCUP 03 -
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Report of the Task Force on Undergraduate Student Recruitment
Simon Fraser University has a history of attracting outstanding students and annually
attracts more potential students than it has space or operating funds to educate. Local
and national demographics suggest a continuing strong demand for its programs.
Nonetheless, there is a need to ensure that SFU continues attract students of a caliber
and with the characteristics that will help to ensure the outstanding reputation of the
University. With the objective of determining how student recruitment could be further
strengthened, the Vice President Academic struck a task force in 2002.
Terms of Reference
1. Articulate SFU's institutional goals and objectives for student recruitment.
2. Ensure that recruitment goals and messages are coordinated and consistent.
3. Identify and articulate why top-ranked students should choose SFU.
4.
Identify the processes and resources that will be necessary to realize recruitment
objectives.
Task Force Membership
John Waterhouse, Chair
Gregg Macdonald
Nick Heath
Steve Easton
S
Jeff Macnab
The Task Force met six times in the spring and summer of 2002. Following is a
summary of the Task Force recommendations and conclusions. Recommendations
relate primarily to point 1 in the Terms of Reference. Points 2 and 3 involve recruitment
strategies which the Task Force believes are a matter of implementation best managed
by staff. Point 4 is an on-going process that will require continuous monitoring and
decision-making by the University.
Structure of This Re
p
ort and Recommendations
The Task Force concluded that the best way to increase student recruitment
effectiveness at SFU is to establish clear student recruitment goals and to annually
measure and monitor progress toward realizing those goals. The statement of goals and
objectives outlined below makes explicit and specific SFU's student recruitment
priorities. The body of this report provides a rationale for each objective, data on how
SFU currently measures up on the objective and presents specific goals for each
objective.
With respect to point four in the terms of reference, the Task Force concluded that SFU's
administration has the responsibility to assess the specific strategies proposed for
realizing objectives and to provide sufficient institutional resources to implement
strategies. This includes both financial resources and the commitment of time and
energy from members of the administration and the Faculties. Critical to the success of
recruitment strategies will be the involvement of representatives from each Faculty to
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"personalize" the programs by providing direct contact with potential students and their
schools. The Task Force recognizes that it is likely that significant additional resources
March 6, 2003
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will have to be devoted to student recruitment if the goals and objectives outlined below
are to be realized.
The Task Force did not reach specific conclusions on what the central recruitment
message should be and therefore has no recommendation on point three in its terms of
reference. The Task Force did conclude that the Director of Student Recruitment and
his staff have the responsibility to identify specific strategies that will be effective in
reaching particular goals. It is likely that different strategies and hence different
compelling messages will be most effective in realizing particular goals.
The Task Force also recognizes that a great number of variables influence decisions of
prospective students on which university to attend including, but not limited to, faculty
quality, program and degree opportunities, location, scholarship and other financial
assistance, availability of residences and reputation of institution. Many of these
variables are not under the direct control of student recruitment staff. Nevertheless,
establishing specific goals and measuring progress toward realizing them will enable
SFU to isolate and assess the resource trade-offs that are necessary to improve the
overall 'attractiveness' of the institution. Implementing a system with specific goals and
accountabilities, as outlined below, will result in a more productive dialogue on the many
institutional priorities and trade-offs that bear on student recruitment.
The Task Force recognizes that there is a need to systematically assess the
relationships between student achievement after admission to the university and the
variables that are used to select students for admission. Within an SFU context, little is
known, for example, about the relationship between a range of variables such as prior
academic achievement, leadership activities or athletic accomplishment and student
success at SFU, or in subsequent career and life success. Through time SFU should
monitor and assess the relationship between applicant characteristics and subsequent
academic success. In the meanwhile the Task Force recommendations are based on
the assumption that the major determining factor of undergraduate success is prior
academic success.
Primarily, SFU should recruit students with outstanding academic potential. The quality
of the education that students receive is also influenced by the diversity of the student
body and by the athletic and cultural experience provided.
RECOMMENDATIONS
Recommendation 1. It is recommended that the primary responsibility for identifying and
implementing strategies to realize student recruitment goals and objectives should lie
with those in Student Services who have responsibility for student recruitment. The
Task Force recommends that Student Services managers, beginning with the Dean of
Student Services should be accountable for recruitment results relative to goals and
objectives; however, as noted below, the Faculties and the senior administration play a
significant role in determining recruitment outcomes.
Recommendation 2. Each faculty should identify at least one individual to work with
Student Services on student recruitment. Successful recruitment requires that recruiters
have knowledge of faculty level programs and that appropriate faculty level transitional
arrangements exist to help students make the transition from other institutions to Simon
Fraser University. ?
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March 6, 2003
3
Recommendation 3. Appropriate decision-making bodies in the University and the
Faculties should approve new student recruitment objectives and support Student
Services to realize those objectives. SCEMP has been delegated the responsibility for
approving student intake objectives and its mandate should be expanded to include
periodic review and approval of student recruitment objectives.
Recommendation 4. That the following institutional objectives be adopted.
INSTITUTIONAL OBJECTIVES
The Task Force identified the folloMng objectives for student recruitment
To recruit a student body with the potential for high academic achievement that
• is nationally and internationally diverse;
• is recruited from a diverse mix of economic, ethnic and social
backgrounds;
• has exceptional leadership, artistic and athletic talents.
The Task Force recommends that these objectives should be the priority for student
recruitment at SFU and that the goals specified herein should be regarded as targets, as
opposed to quotas, in recruitment strategies.
Principal Objective: Recruit students with high academic achievement
The primary objective for student recruitment at SFU should be to recruit students with
outstanding academic potential. As noted above, the Task Force recognizes that
academic potential is imperfectly assessed by past academic accomplishment but
concludes that, as a practical matter, past academic accomplishment should be the
basis for recruiting high academic potential students. One specific high academic
potential applicant pool was identified as those graduating from high school with greater
than a 90% average. A second pool is comprised of students in the colleges and
university colleges with an 'A' average.
Current situation:
See Table One in the Appendix for a summary of the incoming grade point averages for
new BC Grade 12s by Faculty of Admission and Admission GPA. Table Two
summarizes the incoming grade point averages for new BC College Transfers by Faculty
of Admission and Admission GPA.
S
p
ecific goals:
The Task Force recommends that the following student recruitment goals be adopted in
order to realize the objective of recruiting students with outstanding academic potential:
Goal 1: Each year recruit to SFU 30% of those students graduating from British
Columbia high schools with graduating averages of 90% or greater.
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Goal 2: Each year increase the proportion of college transfer students with an 'A'
average. ?
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March 6, 2003
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Recruit a student body that is nationally and internationally diverse
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The Task Force believes that it is desirable for SFU to recruit a student body that is
nationally and internationally diverse, including students from a wide variety of countries
rather than a significant number from a few regions. International diversity raises student
awareness of and sensitivity to cultural and social issues. National diversity within the
student body helps students to become more aware of Canada, the breadth of the
Canadian experience and ultimately to become better citizens of Canada. While the
Task Force views each of these as desirable characteristics in the student body,
academic quality remains the primary objective of student recruitment.
Student Recruitment should be able to draw on the resources of SFU International to
assist in setting, meeting and retaining international student targets.
The current situation:
At present four percent of the total student body comes from elsewhere in Canada and
international students are six percent of the total. This is marginally less than UBC
which has a combined eleven- percent in these categories and considerably less than
UVic which has a combined fifteen-percent.
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p ecific Goals:
The Task Force recommends the following specific goals when recruiting students from
other provinces and countries:
Goal 1: Each year recruit a sufficient number of academically qualified international
applicants across abroad range of countries within parameters set by Senate.
Goal 2: Each year recruit a sufficient number of academically qualified students from
other provinces in Canada such that the percent of out-of-province students reaches
seven percent in five years.
Recruit students from a diverse mix of economic, ethnic and social backgrounds
The Task Force recognizes the desirability of recruiting students from a diverse mix of
economic, ethnic and social backgrounds with potential for high academic achievement.
At this time, the Task Force believes that First Nations students should be specifically
encouraged to attend SFU. As necessary, diverse qualifications access provisions
should be utilized to ensure diversity. In addition, support services should be provided to
these students once they enter the University.
The current situation:
The numbers of students enrolled who identified themselves on their admission form as
members of First Nations were: 140 in 1999/00,134 in 00/01, and 148 in 01/02.
Goal 1: To increase the number of First Nations students enrolled at SFU within three
years by doubling 01/02 numbers.
March 6, 2003
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Recruit students with exceptional leadership, artistic and athletic talents
Simon Fraser University has earned a national and international reputation for
excellence in athletics and it has a growing reputation for excellence in the contemporary
arts. The Task Force recognizes the importance of these areas to the overall quality of
the student experience at SFU and as areas in which SFU should recruit. Throughout
the University SFU should seek students who have the potential to excel in leadership
roles. Student Services should work with the School for Contemporary Arts,
Recreational Services and Athletics and other units on campus to identify specific
recruitment priorities in these areas. The Dean of Student Services should annually
summarize these priorities and monitor progress at achieving them.
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March 6, 2003
'7.
APPENDIX
Table One:
SIMON FRASER UNIVERSITY
NEW BCl2s BY FACULTY OF ADMISSION AND ADMISSION
GPA
source: newgpas.qts
Faculty ?
Admission GPA
2000/01 ?
2001/02
2000/01
2001/02
APSC ?
70-74%
1
0%
1%
75-79%
4
4
3%
2%
80-84%
9
11
6%
6%
85-89%
44
56
31%
33%
90-94%
74
70
51%
41%
13
28
9%
16%
ARTS ?
65-69%
2
1
0%
0%
70-74%
15
19
1%
2%
75-79%
461
280
34%
24%
80-84%
558
520
42%
45%
85-89%
223
242
17%
21%
90-94%
80
89
6%
8%
4
11
0%
1%
n/a
1
0%
0%
BUS ?
65-69%
1
0%
1%
75-79%
1
3
1%
2%
80-84%
17
14
14%
10%
85-89%
55
73
46%
50%
90-94%
44
49
37%
34%
2
5
2%
3%
SCI ?
65-69%
1
0% ?
0%
70-74%
3
0% ?
0%
75-79%
161
117
21%
?
19%
80-84%
351
275
46% ?
44%
85-89%
150
155
20% ?
25%
90-94%
75
63
10% ?
10%
13
11
2% ?
2%
n/a
1
0% ?
0%
SClToi ?
1-
75
COMMON
March 6, 2003
UNIV ?
65-69%
3
2
0%
0%
70-74%
18
20
1%
1%
75-79%
627
404
27%
19%
80-84%
935
820
40%
39%
85-89%
472
526
20%
25%
90-94%
273
271
12%
13%
32
55
1%
3%
n/a
2
0%
0%
.
Table Two:
SIMON FRASER UNIVERSITY
NEW BC COLLEGE TRANSFERS BY FACULTY OF ADMISSION AND ADMISSION
GPA
source: newgpas.qts
Facult y ?
Admission GPA
2000/01
2001/02
APSC ?
2.25-2.49
1
1
2.50-2.74
2
2
2.75-2.99
2
1
3.00-3.24
20
17
3.25-3.49
13
15
3.50-3.74
2
5
3.75-3.99
7
6
.00
4
2
2000/01
2001/02
2%
2%
4%
4%
4%
2%
39%
35%
25%
31%
4%
10%
14%
12%
8%
4%
.
ARTS ?
<2.00
2
0% ?
0%
2.00-2.24
30
46
2% ?
4%
2.25-2.49
84
95
6% ?
8%
2.50-2.74
178
138
12% ?
11%
2.75-2.99
475
217
31% ?
18%
3.00-3.24
356
344
23% ?
28%
3.25-3.49
218
210
14% ?
17%
3.50-3.74
115
109
8% ?
9%
3.75-3.99
44
46
3% ?
4%
.00
18
17
1% ?
1%
BUS
?
2.75-2.99
1
0% ?
1%
3.00-3.24
5
0% ?
7%
3.25-3.49
15
27
31% ?
37%
March 6, 2003
EDUC
Sc'
Unspec
UNIV
8
3.50-3.74
20
26
41% ?
36%
3.75-3.99
13
9
27% ?
12
D
.00
1
5
2% ?
7
pq%
2.25-2.49
1
1
9% ?
20%
2.50-2.74
1
9% ?
0%
2.75-2.99
2
3
18% ?
60%
3.00-3.24
1
9% ?
0%
3.25-3.49
4
1
36% ?
20%
3.50-3.74
1
9% ?
0%
.00
1
9% ?
0%
<2.00
1
1% ?
0%
2.00-2.24
3
4
2% ?
3%
2.25-2.49
14
6
9% ?
4%
2.50-2.74
10
20
6% ?
15%
2.75-2.99
31
34
20% ?
25%
3.00-3.24
36
17
23% ?
12%
3.25-3.49
22
21
14% ?
15%
3.50-3.74
22
15
14% ?
11%
3.75-3.99
12
12
8% ?
9
.00
3
8
2% ?
6
2.50-2.74
1
25% ?
0%
2.75-2.99
3
75% ?
0%
3.00-3.24
1
0% ?
100%
<2.00
1
2
0% ?
0%
2.00-2.24
33
50
2% ?
3%
2.25-2.49
100
103
6% ?
7%
2.50-2.74
192
160
11% ?
11%
2.75-2.99
513
256
29% ?
17%
3.00-3.24
413
384
23% ?
26%
3.25-3.49
272
274
15% ?
18%
3.50-3.74
160
155
9%
?
10%
3.75-3.99
76
73
4% ?
5%
.00
27
32
2% ?
2%
March 6, 2003
