Declaration of Independents: The Rise of the

College Consultant

Jenny UmhoferOwner and Founder of Colledge

Gael CasnerPresident of HECA & Owner of College Find

Mark H. SklarowCEO of IECA

Dr. Steven MercerWACAC Board & Founder of Mercer Educational Consulting

Presenters:

Purpose of Session

• The role of the College Consultant within WACAC

• Growth of Educational Consultants, nationally, locally

• WACAC Task Force

• Case Studies, High School Counselor Relations

• HECA and IECA Associations

vWACAC Mission Statement

Mark Sklarow CEO of IECA

Declaration of Independents:Five Dramatic Changes

① GROWTH! Who, what, why, how, where?

② Are our clients “DIFFERENT?”

③ Swifter, smarter, BETTER informed

④ Impact of enrollment management, BIG DATA

⑤ Delivery of SERVICES

#1: Is the profession growing?

• Back in 2005• 1300-1500 domestic• 100 international• 4,000 ‘dabblers’

• And in 2014• 7-8,000 domestic• 600 international• 10-15,000 ‘dabblers’

Why the Growth?

…all of which results in a few additional trends…

• Growth in multi-IEC practices• Increased specialization• Expansion beyond big cities on 2 coasts• New technologies for IECs• Office Management, College Data, Career Exploration,

Web Developers

• IEC Partnerships• Test Prep, Financial Aid, Essays, Portfolios, Video

Effectiveness of Advice Students Receive. What Inside Higher Education Found:

In a 2012 survey, hundreds of college & university admission directors were asked about the relative ‘effectiveness’ of

varied information sources on students seeking admission to their school.

For the first time, public school counselors did not even make the list’s ‘Top 5 Influencers.’ They were replaced on

the list by Independent Educational Consultants.

Meanwhile independent researchers have found evidence of GROWING INFLUENCE beyond size!

Independent Measure of Student Use of IECs

• Other independent research was conducted on use of IECs (by Lipman Hearne with NRCCUA). The results shocked everyone in admissions... Except us!

• It found that 26% of ‘high-achieving’ seniors hired an independent educational consultant in their college search/application process.

#2: Students that work with IECs do not behave like other students.

Students working with IECs are FOUR TIMES MORE LIKELY to attend private, non-profit colleges:

Among all students:• in 2005 – 21%• in 2013- 16%

Working with IECs • in 2005 - 70%• in 2013 - 65%

Those working with an IEC are THREE TIMES more likely to attend college out-of-state:

63% do so, compared to 20% of all students.

IECs working as college advisors place an average of 13.3 schools on a student’s ‘list.’

Filing an average of 8 applications.

Nationwide NIH estimates that 5-10% of all adolescents have learning disabilities.

IECs report that among their clients, the number is much higher:

The AVERAGE:

22.4 %of IEC clients have a learning disability

Why so Different?

Student : Counselor RatiosAccording to the U.S. Department of Education, Office of Education Guidance:

In public schools there is a ratio of:476 students : 1 counselor

In California:1,016 students : 1 counselor

Average case load for IECA Members? 40

U.S. public high school students receive an average of 38 minutes of personal advising on college admission.

That’s not per week. Or per month. Or even per year.

That’s 38 minutes over their entire high school years.

-U.S. Department of Education

Why so Different?

Public school districts expect more while increasing case loads, decreasing resources,

limiting professional development, support, and travel, and requiring evermore amounts of

paperwork while adding non-advising responsibilities in testing, arrival and

departure duties, and more.

Time Commitment

School-Based• Most public school counselors restricted to

appointments during school hours• 8am-3pm x 5 days/week = 35 hrs/week

IECs• 82% see clients late afternoon & evenings• 79% communicate with clients on weekends• 28% work more than 50 hrs/week

August 2012 Report from IQS Research:

Just 4 in 10 high school students reported receiving ANY college-related information

from their school counselor.

#3 The Need to be Swifter, Smarter, More Informed

IECIEC

IECs are Expected to…

• Be experts locally, regionally, nationally, globally• Visit campuses regularly• Read more• Discuss more• Use online opportunities more• Maintain more contact with student & family• Engage in the highest ethical practices

#4 The Era of Enrollment Management / Technologies

Big Data

• We are in the age of algorithms & predictive analysis• Colleges integrating lessons from big retailers: uncover

patterns of consumer behavior• Improved college-by-college predictions for GPA, likelihood of

transfer or graduation• Institutional needs trumping lofty goals• Ability to track demonstrated interest, success of discounts,

strategic pricing on yield

Tracking Potential Applicants

• Opening emails?• Visiting website?• Checking application status?• Called school? How long did call last?• Connecting on Facebook?• Following admission office/other college tweets?

• Predictive: above data + zip codes, homes school, etc.• Data informs the college how to weigh applicant

#5 Innovation & Differentiation

Delivering Services in New Ways

• Using New Technologies• Serving Students Globally• Group/Individual Hybrids• Alternate ‘Packages’• Expert Assistance• Alternate Payment Plans• Specializations• And…

Fee for Service is Just One Model

Today’s IEC is defined by the intensity and thoroughness of their work. The traditional “fee for service” is just one model. New ones are emerging…

• Through the work place / HR benefit• Establishing a non-profit• Through Community-Based Organizations

• Traditional Youth Organizations• New groups to serve home-schoolers,

online students & more

Thank You

Mark H. SklarowCEO, Independent Educational Consultants Association

3251 Old Lee Highway, Suite 510, Fairfax, Virginia 22030703-591-4850 | msklarow@IECAonline.com | www.IECAonline.com

Twitter @IECA | Follow IECA on Facebook

WACAC Task Force

Dr. Steven MercerEducational Consultant &

Founder of Mercer Consulting

Case Study -- Relations with School-Based Counselors

Jenny UmhoferOwner & Founder of Colledge

Gael CasnerPresident of HECA & Owner of College Find

Brief Overview

HECA’s Mission

• Support and advance the work of educational consultants as they help students realize their full educational potential…with attention to access and equity for all students.

• Advance professional, ethical conduct, and standards for the profession of college admissions consulting.

To be eligible to join HECA, you must:

• Hold a bachelor's degree or higher from a regionally accredited, not-for-profit college or university. (79% of current members have a master’s degree or higher.)

• Demonstrate experience:• As an educational consultant for 2 years, or• As a high school counselor or college admissions officer for 2

years with the intent of becoming an independent educational consultant, or

• By providing proof of completion of a practicum based college counseling certificate program.

• Have attended one or more professional college admissions conferences within the last 18 months, and a minimum of 10 college visits within the last 12 months.

• Commit to ongoing professional development through attendance at conferences, workshops and through visits to college and university campuses.

• Agree to abide by HECA's member Standards and Ethics Statement

• Attend HECA's new member orientation within a year of joining.

• One membership class. Cost: $200/year

To be eligible to join HECA, you must:

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HECA’s Present

• Robust organization that serves over 825 independent educational consultants from 40 states and 18 countries

• Countries include: Canada, China, Colombia, England, Greece, Guatemala, Hong Kong, Italy, Philippines, Portugal, Puerto Rico, Russia, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates

How does HECA serve its members?

• The annual conference• Over 280 registrants this year• Sessions for seasoned and

beginning consultants

• College tours• In past 12 months: 6 tours opportunities 28 unique colleges

• The listserv • 679 subscribers

• Monthly Webinars• Examples: Using the Secrets of Screenwriting to Write the

College Essay, Financial Aid, Advising Visual Arts Students, Helping LD Students Prepare for College

• Community Rep program (66 reps)• Close to 100 regional meetings this past year that offered

networking and professional development• A way for colleges to easily connect with groups of HECA

members throughout the US and abroad

• Website Searchable directory, resource section, philanthropy info

How does HECA serve its members?

How does HECA serve its members?

• Affiliates • Business support through products, services and discounts

• New Member Institute• Led by HECA’s past presidents, some of our best leaders

• Book Club • Example: College (Un)Bound: The Future of Higher Education and

What It Means for Students, by Jeffrey J. Selingo

What aspects of your HECA membership do you value most?

Community Reps

What Can I Tell You About the Independent Educational Consultants

Association in 5 Minutes?

IECA Membership

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Types of Membership

• WHY different types?• Professional• Associate• Student

We Focus on 5 Things

• Education: Helping members stay informed & knowledgeable on college admission issues

• Helping members on counseling & adolescent issues• Connecting members to colleges & the major players in higher

education• Peer support• Ensuring members have the skills to be

successful at running a small business

Education

• Monthly Webinarsremain available on demand

• Summer Training Institutes (East & West)

• Co-sponsor w/NACAC Transitioning Seminar, Retreat

• 2 National Conferences (Fall & Spring)• 950 to 1300 attendees each

• Online education center, library, original research & bookstore• IEC Blog, Newsletter• Campus Tours (this year: 48 college campuses)

Peer-to-Peer

• Mentoring• Linked-In Group• Facebook & Twitter (over 6,000 connections)• TalkList• Roundtables• Book Club

• Trainings, seminars, ‘master-class’, webinars make sure we understand the entire child:

Great Counseling Skills

• Learning Disabilities• Depression• Adoption• Anxiety• Substance Abuse• Family Finances• Internet/Gaming Addiction• Sexual Identity• ASD

Great Counseling Skills

• Trainings, seminars, ‘master-class’, webinars make sure we understand the entire child:

Connecting our Members

• Connection to the College Community• NACAC, Common App, Unigo, Noodle, etc.

• Media Relations• State Licensure?• College Counseling Education Programs• Our direct connection to colleges• At IECA, NACAC• Presentations at Regional Groups

Small Business Success

• Best on-going training on business management, marketing, social media

• Exclusive products, services & discounts on office management & client service tools

• The most searched online & print directory of IECs

Questions?