The experience of Canadian enrolment management practitioners over the past few decades has shown us that strategic enrolment management (SEM) has a place within the Canadian educational landscape. Most Canadian postsecondary educational institutions are now using at least some SEM concepts to support their enrolment planning activities and help organize functional enrolment management areas. Constrained budgets, changing demographics, and increased competition have highlighted the need for intentional planning and collaborative leadership. The changing student body has put a focus on the learner and enhancing student success and outcomes. Concern over persistence and retention has led many institutions to re-examine curriculum and pedagogy, as well as highlight institutional priorities such as enhancing the student experience and increasing student engagement. As we emerge from the impact of the COVID-19 pandemic and face an uncertain economic climate, the need to continually evaluate how we navigate uncertainty and ambiguity and effectively plan to support students and postsecondary institutions is ever greater.

It is time to reflect on the overall effectiveness of SEM. Picking up where the 2011 AACRAO-published book, SEM in Canada: Promoting Student and Institutional Success in Canadian Colleges and Universities left off, we asked practitioners across Canada to reflect on what makes a successful SEM planning process and to identify key issues they face in implementing SEM at their institution. The 2022 AACRAO-published book, The Effectiveness of SEM in Canada: Reflections From the Field is the product of our study.