Admissions Fitness for #edugurusummit
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2012 .eduGuru summit presentation - Topics covered: state of college admissions, access and completion, fit factors, marking communications strategy, community building.
Transcript of Admissions Fitness for #edugurusummit
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: [email protected]
