Strategic Plan, Elevate '28, Objectives and Goals

Strategic Priority: Student Success  

Objective 1: Increase the number of completions from application to first enrollment, creating a positive student experience and connecting potential students to the institution.

• Goal 1: Increase conversion by 1% from application to first enrollment annually through 2028.
• Goal 2: Increase completion of the FAFSA for incoming matriculated students who still have aid eligibility by 10% through 2028.
• Goal 3: Increase conversion from application to first enrollment for our military-affiliated population by 5% over 5 years.

Objective 2: Develop an enrollment and marketing model to increase degree completion across Empire State University and SUNY, enabling learners to meet their academic, personal, and professional goals.

• Goal 1: Increase the number of returning matriculated students by 2% each year for five years.
• Goal 2: Increase transfer enrollment from other four-year SUNY institutions by 1% each year for five years. 

Strategic Priority: Academic and Inclusive Excellence

Objective 1: Support excellence in partnerships, expanding educational access and upward mobility through enrollment in SUNY Empire’s academic program offerings.

• Goal 1: Increase non-matriculated enrollments to meet continuing education needs by 30% above the 2023-24 baseline by 2028.
• Goal 2: Increase enrollment through strategic external partnerships by 30% from the 2023-24 baseline over the duration of the plan.

Objective 2: Increase student enrollment to support SUNY Empire’s commitment to promoting inclusive access and degree completion.

• Goal 1: Increase enrollment from community colleges by 2% each year for five years.
• Goal 2: Increase the number of PELL recipients by 1% each year for the duration of the plan.

Strategic Priority: Organizational Effectiveness  

Objective 1: Review and evaluate the Office of Enrollment Management on a regular, timebound schedule to ensure operational efficiency.

• Goal 1: Reduce the abandoned call rate to below the industry standard of 8% in 1Stop Student Services within five years.
• Goal 2: Increase traffic to the chatbot, Blue, by 20% per year for the next five years, enhancing our self-service model.
• Goal 3: Increase traffic to our financial aid homepage by 2% each year for five years.
• Goal 4: Increase professional and staff engagement and skill development by requiring at least five targeted professional development sessions annually.

Objective 2: Optimize marketing dollars through data analysis.

• Goal 1: By 2028, increase the number of impressions for marketing campaigns by 30%.
• Goal 2: By 2028, increase overall clicks to website by 30%.
• Goal 3: By 2028, increase leads generated on the website through paid campaigns and search by 30%.

Strategic Priority: Raising our Public Profile  

Objective 1: Expand outreach to new and emerging student markets.

• Goal 1: Increase the number of marketing campaign-aligned social media posts by 20% each year for the duration of the plan.
• Goal 2: Increase marketing impressions for graduate programs by 30% by 2028.
• Goal 3: Increase marketing impressions for veteran and military-affiliated students by over 30% by 2028.

Objective 2: Strengthen the Empire State University website to reflect SUNY Empire’s role as the leading online public university.

• Goal 1: Launch our new website with a focus on student prospects by Summer 2025.
• Goal 2: Focus on search engine optimization strategies to increase unique visitor web traffic from search sites by 10% at the conclusion of the plan.