How many times have when been told that one of the main goals is to grow the student population to 15000+ undergrads, only to not have active recruiting in even the closest large markets DFW/Houston. Like everything else there are lots of factors, but the biggest factor is our lack of vision and ability to actually physically do what's necessary. I spent my entire career in education. 23 years in HS classrooms in Richardson and Frisco, and currently here at UT. I see how UT Law and several of the undergrad colleges recruit, and it isn't about money a lot of its simple things Tech could achieve. I have also seen tons of universities come to the HS's and recruit and to district events and Tech is never there. I talked to the recruiter we "had" in DFW at one time, and they point blank said it was a joke.
We just hangout between 10k-12k.
Online degrees are part of the business now and will continue to grow for the foreseeable future. Student fees are necessary if you want to play at this level. If you don't want the higher student fees, that's fine and understandable but quit trying to compete at the FBS level.
Other schools have achieved more being in similar situations than we have, and while there are lots of factors our biggest impediment is our own management.