Vice President for Enrollment Management at Pratt Institute

The mission of Pratt Institute is to educate artists and creative professionals to be responsible contributors to society. Pratt seeks to instill in all graduates aesthetic judgment, professional knowledge, collaborative skills, and technical expertise. With a firm grounding in the liberal arts and sciences, a Pratt education blends theory with creative application in preparing graduates to become leaders in their professions. Pratt enrolls a diverse group of highly talented and dedicated students, challenging them to achieve their full potential.

~Pratt Institute Mission

Founded in 1887, Pratt Institute is a global leader in higher education dedicated to preparing its undergraduate and graduate students for successful careers in art, design, architecture, information and library science, and liberal arts and sciences. Located in a cultural hub with historic campuses in Brooklyn and Manhattan, as well as a campus in Utica, New York, Pratt Institute seeks a Vice President for Enrollment Management to join with an esteemed faculty of accomplished professionals and scholars who challenge their talented students to transform their passion into meaningful expression.

Students, faculty, and staff at Pratt Institute are immersed in a highly creative and nationally recognized environment; as one of the country’s leading art, design and architecture schools, almost all of Pratt’s programs are ranked among the top five or ten in the country. Pratt Institute offers a unique and dynamic learning and working environment, one infused with the creative energy and intellectual fervor of diverse working artists and professionals, in an extraordinary campus setting.

THE POSITION
The new vice president of enrollment management will report to Pratt Institute’s 12th president, Frances Bronet, and serve as a member of her senior team. Overseeing Pratt’s efforts in recruitment, admissions, and retention for all campuses (Brooklyn, Manhattan, and Pratt Munson Williams) and programs (two, four, and five-year undergraduate and graduate), the vice president will lead a division of nearly 25 professionals, including four direct reports. The chosen candidate will be responsible for the development and oversight of marketing, recruitment, application, admissions processes; preparation of the institution’s financial aid strategy; development of enrollment models in consultation with deans, chairs and the Provost; creation of marketing surveys; admissions trend reports and weekly enrollment reports. The VPEM will be a strong collaborator across the institution and partner with other vice presidents, deans and chairs to ensure Pratt maintains its reputation for excellence.

RESPONSIBILITIES and PRIORITIES
The expectations for the Vice President require that the successful candidate possess the ability and experience to accomplish the following responsibilities and priorities in these key areas:

  • Data-driven enrollment results – Working with the admissions staff to review and execute, and in concert with deans, chairs and the Provost to study and strategize, prepare a draft model to ensure sufficient revenue is generated to support budget needs; responsible for making complex decisions including setting the institution’s enrollment goals; and generation of the institution’s largest source of revenue, significant budgetary expenditures and the close supervision of a team of directors who are responsible for a highly integrated set of processes.
  • Retention – Collaborate with Institutional Research on development and maintenance of five-year retention reports that are granular and comprehensive; co-chair (with Provost) the Institute’s Retention Committee; and develop action plans incorporating committee recommendations.
  • Marketing – Establish annual multimedia marketing plans for prospective students, preparation of print and digital marketing materials including bulletins, search pieces, letters, the admissions website, and text and email communications; create annual and long-term communication plans (aligned with institutional planning by the VP for Communications and Marketing); purchase marketing lists, oversee ad preparation, directory profiles, and online advertising through ever-changing social media channels. Responsible for the development of effective and appropriate communications to target market, professional organizations, and peer institutions.
  • Reporting – Develop and analyze admissions and enrollment reports by major, market, population, and country; create and maintain a five-year strategic enrollment plan; and oversee preparation of survey responses (IPEDS, College Board, etc.).
  • Research – Evaluate the success of current and past Pratt students to continue to hone the cultivation of new students who will be successful; research and foster new relationships that will enhance recruitment efforts; study national and international demographic trends to inform strategy. Create, administer and analyze marketing surveys including the Admitted Students Survey, Campus Tour Surveys, and other graduate surveys.
  • Processing – Develop and maintain online admissions systems (inquiry through application tracking, import of test scores, and workflow development); responsible for timely decisions for all first-year and transfer undergraduate students; and provide support to chairs making graduate enrollment decisions.
  • Financial aid and scholarships– Develop annual institutional financial aid budgets; make budget recommendations to senior staff; distribute allocations to Graduate Program chairs along with guidelines for awarding scholarships to achieve the desired yield; and monitor scholarship expenditures to ensure adherence to both enrollment and net tuition revenue goals.
  • Collaboration – Partner with all members of senior staff, and deans and department chairs to deeply understand academic and artistic requirements of each program; successfully partner across all institutional domains; participate in institution-wide committees including search committees, strategic planning, chairs council, budget, and senior staff; and attend Board and Committee meetings.
  • Management and implementation – Inspire, motivate and promote staff excellence through clear communication and goal setting for student enrollment at all three Pratt Institute campuses and for all students at Pratt; provide guidance on developing recruitment pipelines and relationships that will sustain Pratt; establish a calendar of recruitment activities that will attract and yield successful Pratt students; offer professional development opportunities as appropriate; support Pratt Munson Williams in hiring staff, projecting enrollment goals, develop marketing plans and messaging, and meet with Munson Williams president, academic dean, and appropriate staff to monitor recruiting and enrollment.

 

QUALIFICATIONS, CHARACTERISTICS, ABILITIES, and UNDERSTANDING
The successful candidate should have a minimum of seven years working in admissions or enrollment management, including experience with marketing, application and process management, enrollment data and trend analysis, retention practice, and survey research. 

A bachelor’s degree is required; an advanced degree in higher education administration or related field is strongly preferred.

In addition, candidates for this position should demonstrate the following characteristics, skills, abilities, and understanding:

  • Demonstrated focus on admission with a student success lens and an ability to view all of the different pieces of the student life cycle.
  • Forward thinking professional who can contribute to conversations about future programs, modalities, audiences, and markets.
  • Investment in professional development and engagement in professional organizations on a national level to stay abreast of current trends and best practices.
  • Demonstrated commitment to diversity, equity, and inclusion through successful recruitment and ongoing academic support of students from underrepresented groups.
  • Knowledgeable and sensitive to the recruitment of art, design and architecture students.
  • Understanding of a complex and decentralized graduate academic structure and an ability to contribute to and advance a coherent strategy.
  • Ability to communicate clearly and effectively, engendering trust among colleagues across the institution.
  • An interpersonal style that is collaborative, empathetic, collegial, flexible and adaptive.
  • Willingness to engage new technologies; using data analytics to better inform decision making and to share knowledge among key stakeholders.
  • Strong understanding and management of marketing to prospects, applicants, and admitted students.
  • Imagination tempered by good judgment.

 

PRATT INSTITUTE

History
Pratt Institute was founded in 1887 by American industrialist Charles Pratt. An advocate of education and the transformational impact it can have on people’s lives, Pratt set out to provide an affordable college education that was accessible to working men and women. When the college opened in 1887, it was among the first in the country to welcome students regardless of class, color, or gender. The rapidly industrializing economy at the turn of the 20th century required new training initiatives and educational experiences for workers. Pratt responded by providing programs that prepared students to enter the fields of design and engineering. Early Pratt students became architects, engineers, dressmakers, and furniture makers. Pratt’s engineering and design programs were complemented by a liberal arts curriculum that provided students with a rich and full understanding of the world in which they would be working. This approach remains a part of the Pratt curriculum.

Today, Pratt Institute is transforming academic excellence in architecture, art, design, information studies, and liberal arts and sciences through its defining heritage and visionary future. Since the first class of 12 students convened on Pratt’s Brooklyn campus in 1887, the college has become a top-ranked global leader in higher education with a world-renowned faculty of over 1,100 award-winning artists, designers, architects, writers, and scholars. Realizing that solving today’s pressing challenges means going beyond traditional academic thinking, Pratt’s faculty inspires its students to question the status quo to develop new solutions for real-world problems. With this in mind, the Institute is home to a number of impact-driven centers that push the boundaries of innovation on topics ranging from community development robotics, and data visualization. Pratt’s locations—a beautiful 25-acre main campus in Brooklyn, a landmark building in Manhattan, and an upstate location in Utica four hours north of NYC —provide unparalleled opportunities for students to engage with, and learn from, artistic leaders and local and international industries. In 83 countries across the globe, Pratt’s 62,000 alumni are advancing the creative economy and shaping the world through their remarkable work.

At Pratt Institute, diversity is represented by a mosaic of individuals from a variety of races, ethnicities, religions, gender expressions, sexualities, geographic backgrounds, cultures, ages, abilities, and socioeconomic groups. The Institute aspires to be a place that welcomes and encourages individuals of all backgrounds to contribute to its culture as their authentic selves.

Academics
With a total enrollment of over 4,000 students, Pratt provides students with an outstanding professional education and a traditional residential college experience within the exciting creative environment of one of the top art schools in the United States. Pratt is ranked among the top design schools by media sources like DesignIntelligence and BusinessWeek, with many programs ranked among the top five and ten in the country.

Pratt offers more than 25 undergraduate degree programs and concentrations and more than 26 graduate degree programs in its Schools of Art, Design, Architecture, Liberal Arts and Sciences, and Information. Pratt also offers six programs leading to an Advanced Certificate award: Art and Design Education, Archives Program, Library and Information Studies, Library Media Specialist, Museum Libraries, and User Experience (UX). In addition, Pratt offers two full-time English as a Second Language (ESL) programs for international students that focus on the language of art, design, and architecture. The English proficiency certificate programs are available both during the Academic Year (CEP) and Summer (SCP).

Pratt has always believed that educating generalists rather than specialists (industrial designers rather than car designers, writers rather than journalists) is essential in supporting our mission: to educate creative individuals to be leaders in their fields. The fact that this philosophy is reflected in the professional world with the boundaries between various art forms disappearing confirms this approach. Read about Pratt’s programs.

At the heart of Pratt’s success is a distinguished faculty of practicing artists, designers, architects, writers, and librarians, many of whom have received awards for their work and are leaders in their fields. Often faculty connections help students land internships and eventually their first job.  Students work directly through their instructors or through Pratt’s Center for Career and Professional Development. Check out Pratt’s impressive placement rates.

Pratt’s professors are working professionals who take time off from their successful careers to teach, mentor, and help students find internships and eventually jobs. Faculty at Pratt are often at the forefront of contemporary art, design, architecture, writing, or library science. Students invariably chose Pratt due to the faculty’s renown, ability and desire to teach. As one of the largest art schools, Pratt’s students get to choose from hundreds of faculty and courses. Classes are small so that they can work alongside professors, receiving feedback on work, advice about strengths, and an education focused on students’ interests.

A hallmark of a Pratt education is Pratt Foundation, a yearlong experience that transforms incoming students into an inclusive community of aspiring artists and designers. Immersive studio courses introduce fundamental concepts through individual and collaborative creative processes. This year of interdisciplinary research and experimentation prepares students to enter specialized majors, fosters self-discovery and social engagement, and instills a practice of seeing and critical inquiry that will endure throughout their lives.

Campus Locations

Brooklyn Campus
Pratt is the only East Coast art school with an enclosed campus and the only art school in New York City with a traditional college campus. Twenty-five acres of tree-lined bricked roadways, grassy areas, five residence halls on campus, and outstanding facilities offer students plenty of “green space” in which to work, relax, and spend time with friends. The main campus in Brooklyn houses all bachelors programs (except construction management) and most graduate programs.  Pratt’s Brooklyn campus also features a contemporary sculpture garden, ranked among the top ten in the country. It is a popular draw for visitors and provides students with the extraordinary opportunity to live with an ever-changing display of contemporary sculpture.

Located in the historic Clinton Hill section of Brooklyn, the main campus is bordered by numerous 19th-century brownstones and mansions. The Schools of Art and Design, Architecture, and Liberal Arts and Sciences are located on this campus, in a visually beautiful setting just minutes from Manhattan.

Manhattan Campus
Pratt’s Manhattan campus is located on West 14th Street, adjacent to Manhattan’s Chelsea art scene and accelerating technology hub. The 80,000-square-foot Romanesque Revival building is a seven-story property offering state-of-the-art facilities within a historic building. The School of Information is located on this campus as well as Pratt’s associate degree programs, and its graduate programs in Arts and Cultural Management, Design Management, Facilities Management, and Real Estate Practice.

Utica, New York Campus
Located in Utica, New York about four hours north of New York City, PrattMWP College of Art and Design is Pratt Institute’s 11-acre extension campus. PrattMWP’s location features a mix of historic and contemporary architecture, including the renowned MWPAI Museum of Art. Students who start their Pratt bachelor’s degree in art and design education, communications design, fine arts, or photography have the option of starting here and then relocating to the main campus in Brooklyn to complete the last two years of the degree. Read more at www.mwpai.edu.

Pratt provides students with an outstanding professional education and a traditional residential college experience within the exciting creative environment of one of the pre-eminent art schools in the United States and the world.

 

To Apply
Napier Executive Search is assisting Pratt Institute in its search for a Vice President for Enrollment Management. For a confidential conversation, or if you wish to nominate someone for this position, contact Mary Napier at mary.napier@napiersearch.com or Laura Robinson at laura.robinson@napiersearch.com. To apply, send a résumé; a cover letter outlining your specific interest in this exceptional opportunity at Pratt; as well as contact information for three professional references by email to: pratt@napiersearch.com.  For assurance of full consideration, submit materials before April 20, 2021. There is an anticipated start date of summer 2021. All applications and nominations will be considered confidential and notice will be given before references are contacted.

Pratt Institute is committed to the recognition and preservation of each individual’s human rights and does not discriminate or tolerate harassment on the basis of sex, gender, race, color, religion or creed, marital status, age, sexual orientation, status as a veteran, political beliefs, disability, citizenship, genetic information, or national or ethnic origin with respect to the rights, privileges, programs, and activities generally accorded or made available to all members of its academic community. Such rights, privileges, programs, and activities include, but are not limited to, employment at the Institute, admissions, financial aid, scholarships, access to housing, educational programs, co-curricular activities, and participation in athletic programs.

The Institute upholds the values and standards that support this human rights policy, and, as such, maintains high expectations regarding the conduct of its students, faculty, staff, and administration. This policy applies uniformly to all members of the Institute’s community, who are encouraged to promptly report problems or matters that could be in violation of this policy. Persons found in violation of this policy shall be subject to appropriate disciplinary action up to and including the termination of employment of employees and suspension or expulsion of students.