The Enrollment Shift | How Data-Driven Onboarding Boosted Retention at CSU Chico

Introduction: Transforming the Enrollment Cliff into an Enrollment Shift

What if the enrollment cliff isn’t the problem—but how we approach onboarding is? This case study explores how CSU Chico leveraged data-driven onboarding strategies to boost retention and support diverse student populations. Learn how proactive advising, mandatory orientation, and strategic parent engagement turned retention challenges into success stories.

The common narrative in higher education is the fear of the “enrollment cliff”—a projected drop-off in high school graduates leading to lower enrollments. However, at California State University, Chico, Shawn Ryan, Director of Orientation and New Student Programs, offers a different perspective. He reframes this challenge as an “enrollment shift,” focusing on the opportunity to serve diverse and non-traditional student populations effectively.

Key Insight:

“They call it an enrollment cliff, I call it more of an enrollment shift.” – Shawn Ryan

This case study explores how CSU Chico’s data-driven, multi-stage onboarding process, combined with strategic parent engagement, has positioned the institution to thrive amidst shifting demographics.

The Challenge: Addressing the Needs of a Diverse Student Body

In recent years, CSU Chico has seen a significant increase in non-traditional students:

• Transfer Students: Now nearly 50% of the student body.

• Returning Students: Launching orientation for those returning after absences.

• Post-Baccalaureate Students: One of the fastest-growing segments.

• Distance Learners: Rapid growth from 100 to 600 students annually.

Key Quote:

“There are over 40 million Americans that need a college degree... It’s less about a drop-off and more about serving the right populations.” – Shawn Ryan

Problem: Traditional onboarding models that focus primarily on first-time freshmen are no longer sufficient to support this evolving demographic.

The Solution: A Multi-Stage, Data-Driven Onboarding Process

CSU Chico has transformed onboarding from a one-time event into a continuous process:

1. Pre-Orientation Modules: Delivered via Canvas months in advance.

2. Peer Mentoring: Monthly check-ins with first-year and first-generation students to ensure continuous support.

3. Data-Driven Advising: Leveraging VZO to collect pre-advising data (interests, career goals) and share it with advisors before orientation.

4. Ongoing Support: Continuous follow-ups throughout the first semester.

Key Quote:

“Orientation is a process, not a one-time event.” – Shawn Ryan

Impact:

• Reduced last-minute schedule changes.

• Improved student preparedness and retention.

The Strategic Role of Parent Engagement

Contrary to the traditional approach of minimizing parent involvement, CSU Chico views parents as essential partners:

• Educating Parents: Providing access to a view-only model of academic planning sheets to minimize confusion and support academic decisions.

• Strategic Involvement: Ensuring parents understand the reasons behind course selections and degree pathways.

Key Quote:

“Parents care... we should educate them on how they can support students.” – Shawn Ryan

Impact:

• Fewer calls to advisors about course selection.

• Higher alignment between student goals and parental expectations.

Results: From Enrollment Management to Retention Success

Key Insight:

“That we should be capturing this data and doing something with it. Is the system running us or are we running the system? We need to run the system and VZO is actually a vital tool because we can capture that and support students earlier, proactively, more in depth, and more specific and unique to the student's experience.” – Shawn Ryan

• Improved Retention: Mandatory orientation backed by data shows a positive impact on retention rates.

• Advising Efficiency: Advisors report being better prepared for meetings.

• Positive Student Experience: Proactive data sharing helps students feel known and supported.

Conclusion: Leading the Way Forward

CSU Chico’s approach demonstrates that the enrollment cliff is not an inevitability but an opportunity to redefine student support strategies. By embracing a data-driven, multi-stage onboarding process and involving parents strategically, CSU Chico has set a model that other institutions can replicate to improve retention and student success.

Closing Quote:

“Orientation works. It’s important. It leads to retention and student success.” – Shawn Ryan