FAYETTEVILLE, Ark. -

Arlene Wesley Cash has been named dean for Enrollment Services at the University of Arkansas, effective Jan. 11.

Cash hails from the University of Massachusetts at Amherst where she has served as the associate dean and director of admissions since 1993. Her unanimous appointment culminates a nearly six-month long search conducted by Spellman and Johnson Group of Massachusetts.

"The Dean for Enrollment Services will play a vital role in our vision for the growth of enrollment at the University of Arkansas, particularly in the recruitment of a diverse and academically talented student body," said Chancellor John A. White.

"Ms. Cash comes to us with the experience and vision that it will take to lead Enrollment Services in a time of exciting and fast-paced changes. Her leadership will have a huge impact on our visibility allowing us to reach a deeper pool of students than we have in the past.

"She will bring insight to our transition to new academic standards, as she comes from a university that has been able to attract very high quality students. Retention is also one of the areas in which we need her guidance as the University moves into a nationally competitive role," White said.

"In all our searches, we are looking for people who have experience in higher education issues on a national level. Ms. Cash is very knowledgeable at what it takes to be a nationally competitive research University. She has the kind of experience that will completely transform and energize our Enrollment Services in all areas from recruitment, to retention to graduation," White said.

"I am very excited about moving to Arkansas and leading the University's Enrollment Services team," Cash said.

"I was convinced to accept this position by three things. First is the chancellor's strong commitment to seeing his vision of a more talented and diverse student body become a reality. Although I will bring to this office the skills and experience necessary for us to meet his goals, without his support to make this an institution-wide process, the mission would be short-lived.

"Secondly, I met some amazing students during my visits here. They are smart, excited about their U of A experiences and articulate. They want to be involved in our enrollment strategies, and their support is also critical.

"Finally, I found the Fayetteville community to be a wonderful place for my family and me to call home."

Cash’s annual salary will be $120,000. Falling under her supervision are the offices of admission, registrar and financial services. Her priorities will be more fully defined after she has had the opportunity to assess the current Enrollment Services management plan, said Dan Bennett, interim vice chancellor for academic affairs.

"We are extremely pleased that Arlene Cash will be joining the University of Arkansas community as dean of Enrollment Services," said Bennett.

"She brings outstanding experience and strong leadership ability that will not only benefit Enrollment Services but the entire University."

Cash’s position will first entail developing an enrollment plan. Cash said she approaches enrollment management by first embracing the vision and goals of the university and then by clearly outlining the roles of the different components within Enrollment Services to reach that vision.

"The incorporation of the University's goals into enrollment management will require some extensive data collection at the onset," Cash said. " I expect that we will be conducting focus groups with high school teachers and counselors, surveying the types of students we would like to get -- but aren't -- to see why they have chosen other schools. We’ll look at our financial aid packaging methodology to see how we might be able to improve it so it serves our enrollment needs and goals most efficiently. It will also mean actively involving the faculty and students currently on campus."

Cash said the two major challenges for Enrollment Services are perception and retention. "The picture of the University that a prospective student gets upon receiving our literature must resemble the reality of the University in which the student enrolls," Cash said.

"We need Arkansas students students, from first grade up, see a university education as a natural next step after high school graduation. Opening our campus to more and more of these groups of students will positively impact their perception of themselves and of their future. The ultimate benefit of such an investment will be seen as they make the University of Arkansas their first college choice."

Prior to her appointment here, Cash served as the associate dean and director of admissions for the University of Massachusetts at Amherst. "There she coordinated a team of more than 100 individuals dedicated to enrollment services and more than 400 students, alumni, counselors, faculty and technicians who were involved in enrollment and recruitment activities.

From 1988-1993, Cash served as the associate director of admissions for Boston University in Boston, Mass.; from 1984-988 as the associate director of admissions for Brandeis University in Waltham, Mass.; from 1977-1984 as assistant dean of graduate admissions for Kent State University in Kent, Ohio.

Cash earned a bachelor of arts degree in philosophy and English from Keuka College in Keuka Park, N.Y., and a master’s in philosophy from Kent State University.

Cash comes to the University with her husband Rick and their three young sons.