Almost 10 years ago, Our Lady of the Lake University reached its peak enrollment. Since 1998’s high point, the university has seen a steady decrease despite a new image and increased marketing campaign. As the final numbers began tallying up for fall ’07 semester, projected goals and “magic” numbers came down to reality, the university was short 175 students, resulting in a $4 million budget shortfall. 

In the office of Dr. David Estes, the new executive vice president, there is a graph showing the declining trend. Estes has begun a looking at a series of solutions for this year’s budget.

“The tuition revenue shortfall will be accounted for by saving from financial aid, evaluating expenses and keeping expenses in line with the goal to improve student engagement,” Estes said.

There are also plans to increase enrollment in January Tri II, Tri III and Weekend College. Estes admits, “Solving the problem will be difficult, an increase in enrollment of students is not a quick fix.”

The new executive vice president began work for the university in the summer after an intense round of interviews. Since then, he has been seen at university events and in the hall or cafeteria conversing with students or shuffling to meetings.

Formerly an interim vice president for student affairs, associate provost, interim vice president for institutional advancement, and undergraduate English professor at Loyola University in New Orleans, Estes is now turning his attention to improving life at OLLU through open dialogue.
           

“I want students who come here to finish their degrees, and to know that there is open communication (and) when problems arise they are addressed and they matter,” Estes said.  
           

The initiative for increasing enrollment comes directly from reaching potential students. Improvements in the marketing department and new hires are all expected to help the university reach a greater number of interested applicants.
           

“We have not done a good enough job of telling our story to potential students and the community. We plan to use market data and research to create an appropriate media campaign. Then we can do a better job of targeting a student who better fits the university,” Estes said.  
           

Telling the university story is just one angle that the enrollment team is using to attract more students. Michael Acosta, another new hire for the university, is using his first year to reach out to students who are “service-oriented.”
             

Acosta, who officially began work Aug. 17, suggests using a more personal touch when it comes to contacting interested applicants. For example, he proposes allowing interested students to make their own view book of the university. If the student has an interest in any particular area of the university his/her question will be answered by someone who knows about that particular subject.
           

“We want to send questionnaires, and give them one-on-one attention that will engage them on a personal level. We will be communicating in different ways than other universities.” 
           

On Sept.18 at the President’s Forum, Dr. Tessa Martinez Pollack addressed the current concerns and listened to issues from the presidents of recognized student organizations. She began the forum by clarifying exactly what the shortfall means.
           

“The enrollment shortfall caused a $4 million decrease in revenue, but it is not a deficit. We are trying to make corrections to the budget so that the shortfall will not become a deficit, the school has never had a deficit and it never will while I am here,” Pollack said.
           

The immediate goals of the university are obvious, but administrators are also addressing growth. New efforts will allow student to voice concerns and become active in the university community.
           

At the President’s Forum, Pollack asked for personal stories about the financial aid processes and addressed that, “Clearly there are problems in financial aid, but we are looking for strong leadership to come to that department.”
           

Additionally, there are plans to promote growth for the university and the surrounding West Side community through partnerships and development. The strategic plan for the university is also going under review and will focus on linking the student body to the mission and action of the university.
           

“We are on the path to correcting the shortfall and addressing our growth,” Pollack said.