News and Events

This article originally appeared in the Echo Press' In the Know column, titled In the Know: Recruiting and retaining learners  

By Michael Seymour, ATCC President

The ability of higher education institutions to meet their mission rests in their ability to increase student enrollment. In a nutshell, enrollment management is about recruiting and retaining learners.

The student life cycle is complete when students are successful and become supportive alumni. The foundation for Alexandria Technical and Community College’s success in achieving its enrollment goals lies within its strong career, technical and transfer programs, and in building a caring relationship with each student.

ATCC's niche is promoting its strong community support and a reputation for academic excellence. In tandem with the high quality of student life in the lakes area, ATCC has a compelling story to tell.

The increased emphasis on enrollment in higher education is a result of fewer state and federal funds, placing an increased reliance on tuition and fees for institutions to meet their missions. ATCC is at about a 50/50 split between state and tuition funding.

Alexandria has always been a destination, and ATCC has always been a destination for students seeking a quality education. In 2023, more than 50% of ATCC’s students came from more than 50 miles away, a dramatic increase from prior years.

A major challenge for these students has been the availability of affordable housing near campus. Thanks to generous community and alumni support, the ATCC Foundation will open its second housing unit, J.A. Wedum Foundation Hall, in fall 2024.

ATCC is very intentional in its use of data to identify key enrollment benchmarks to better attract area high school graduates. Data was also compiled to forecast opportunities for growth in new markets, including the metro area, historically underrepresented populations, and student athletes. These strategies are paying off. Of ATCC’s top 10 feeder schools, two are now from the metro area, Forest Lake and Monticello.

The college is also building capacity to address frequent waiting lists in welding, healthcare, and truck driving. Other enrollment strategies include developing more online programming to better attract military and adult learner populations. We now serve more than 100 active military service members annually. With the addition of career advancement programs and fast-track certificates, the college is helping more adult learners than ever before. In the 2022-2023 academic year, 24% of ATCC students were above the age of 25.

Perhaps our biggest initiative has been the addition of athletics. The college now hosts over 150 student athletes representing several states and two countries – Sweden and the Netherlands.

For the third year in a row, ATCC will have positive enrollment growth with the headcount of over 4,000. ATCC is the only college in the Minnesota State system to show enrollment growth between fiscal year 2019 and fiscal year 2023.

This was no coincidence. Growth was accomplished through improved branding and marketing, new academic and student life initiatives, and through the dedication of staff and faculty who truly care about students.

Despite the recent growth, the college is still down over 10% from 2013. A decline in the young adult demographic is largely to blame for a major loss of higher education enrollment since that time. According to the National Center for Education Statistics, the population of Americans aged 18-24 declined by 4% from 2011-2021. As enrollments declined and our traditional student demographic dwindled, the number of faculty needed in programs was also reduced. A challenge going forward is building back capacity in our high demand programs.

ATCC is currently pursuing a new building project that, if funded by the state, would create a new flagship Transportation Center and a much-needed student union at the heart of campus. This would undoubtedly draw students as the only comprehensive Transportation Center in West-Central Minnesota; the nearest is approximately 250 miles away.

A student union completes our vision as a destination college centralizing media services (library), dining, club rooms, stores, and recreation spaces. Funds for design and planning were awarded in this year’s legislative cycle, and representatives from the Minnesota Senate and House Capital Investment Committees are touring this fall.

As former ATCC president Frank Starke would say, “Keep the power on!” With strong industry partnerships, a welcoming community, long-standing signature programs and a robust student life, ATCC is poised for enrollment success for the long haul.

An important tool in our ability to attract and retain students are scholarships.

Please join us on Oct. 6, 2023 for the Legends Gala. Funds raised at this year’s gala will focus on the financial needs of all students. Contact the ATCC Foundation for more information by calling 320-762-4670 or visit www.alextech.edu/gala .

Michael Seymour is the president of the Alexandria Technical and Community College. In the Know is a rotating column written by community leaders from the Douglas County area.