ADMISSIONSFITNESS

Ashley Hennigan@ashleyhenn

ashley@higheredlive.com#AdmissionsLive

Agenda

State of College Admissions Access & Completion Fit Factors Marketing Communication Strategy Community Building Discussion & Questions

Resources NACAC – State of College Admissions Report College Board Advocacy – Open Letter to Professionals

State of College Admission

Factors affecting college admission Rising tuition costs Demographic shifts Economy Geographic shift Job market

Rising tuition costs

Tuition rates increase at twice the general inflation rate On average 8% Cost doubles every 9 years

Tuition-based business models

NOT SUSTAINABLE

Demographic shifts

Changes in high school graduates Increase in 1st generation college students College readiness

▪ Many require remediation Increase in ethnic minorities

Non-traditional applicants

Economy

Puts a further strain on resources that are already limited

Affecting all stakeholders

Increase in demand for financial aid

Prospective students are more concerned today with cost as they consider where to apply

Geographic shifts

Decrease in HS graduates in the NE Increase in HS graduates in the SW

NE schools are recruiting nationally Midwest is struggling to fill seats California schools are overflowing

Job market

Decrease in un-skilled labor Increase in STEM disciplines

Higher education in question Too expensive Too competitive

Access & Completion

Systematic problems Complicated processes

▪ EA, ED, RD, rolling admission▪ Financial aid & scholarship

Support services▪ College counseling▪ First year transition▪ Remediation▪ Career services

American education

#1 STEM, with China and India #1 degree holding workers age 55-64 #7 degree holding workers age 25-34

1960 - #1 high school graduates & access Today - #13

Since 1960, Korea has moved from #27 to #1.

FIT

At its best the admissions process will determine fit between a student and an institution.

In order to provide access and support completion college admissions offices must focus on fit.

FIT

There is a place on a college campus for every high school graduate.

46% enroll at community colleges 37% enroll at 4-year public 17% enroll at 4-year private

Fit Factors

Location/proximity Support services Academic portfolio Affordability Predictability Culture

Marketing Communication Strategy

Know your market Provide timely information Provide support Build community Foster loyalty Encourage advocacy

Know your market.

Where are your best fit students and how are they finding you?

Know your market influencers School counselors Parents Community members Alumni Current students

Make communication commitments.

To present mission, brand and admissions process clearly, accurately and with transparency.

To provide concise information about programs and requirements.

Make selection criteria available and select students based on valuable and equitable methods.

Be Authentic.

Tell your story Word of mouth Campus visit School visits Interviews

Show off your college community▪ Blogs▪ Video▪ Virtual tours

Provide timely information.

Know what your market wants and when they want it

Early search information▪ Location▪ Academic profile▪ Cost

Late search information▪ Admissions process▪ Support services▪ Financial aid

Provide support.

Multiple communication channels Advising

Admissions process Financial aid process Be transparent and predictable

Calendars Checklists Deadlines What comes next

Build community.

Share your community experiences with your prospective students

Allow them to connect with your community

Communicate your mission and allow them to join in

Provide leaders and success stories that relate to your target market

Include parents

Deliver access by leveraging technology.

Virtual tours Major finders Leverage video

Chats Interviews Live Stream Events Blogs Presentations

Communication channelsFacebookText messageTwitterEmail

Counseling officeParentsDirect MailPhone

Google Street View

cias Path Finder

cias Path Finder

Video blogs

Foster loyalty.

Provide tools that allow students to engage with your brand Not just swag Campus events Clubs and organizations College community

Encourage advocacy.

Make the experience easy to share Sharable content Guest blogs

Prospective and their parents will become the influencers

Closing thoughts

College access The college search process We can do better!

Discussion & Questions

Contact Ashley Hennigan Assistant Director of Admissions

▪ Rochester Institute of Technology Host of Admissions Live

▪ higheredlive.com

Twitter: @ashleyhenn Email: ashley@higheredlive.com