The Evolving Role of Marketing in Student Recruitment and Retention
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Transcript of The Evolving Role of Marketing in Student Recruitment and Retention
The Evolving Role of Marketing in Student Recruitment & Retention
(The Reality of College & Career Readiness)
Steve Kappler
Assistant Vice President
ACT, Inc. [email protected]
Agenda
The Data
– What we see
Using the data
– Score Senders
– EOS (list buy)
It’s all about the DATA (What we know)
College & Career Readiness System
Academic Readiness
Academic Behavioral Readiness
Career and Educational Planning
25 36 32
8th/9th
Grade
10th
Grade 11th/12th
Grade
Longitudinal Assessments College Readiness System Scores
ACT College Readiness Standards
Define Knowledge and Skills College Readiness Benchmark Scores
Test
College
Course PLAN
The
ACT
8th
Grade
9th
Grade
English
English
Composition 13 14 15 18
Math Algebra 17 18 19 22
Reading Social Sciences 15 16 17 21
Science Biology 20 20 21 24
The ACT Benchmark Score indicated a 50% chance of obtaining a “B” or a 75% chance of obtaining a “C” in corresponding credit-bearing college courses
EXPLORE 8th-Grade Benchmark = 17
Translating Scores to Skills
8th-Grade On Course Benchmark: 17
Indicates that the student is on course
for meeting the ACT benchmark in
grade 11-12
Mathematics: Basic Operations &
Applications - Score Range: 16 – 19
Solve routine one-step arithmetic
problems (using whole numbers,
fractions, and decimals) such as
single-step percents
Solve some routine two-step
arithmetic problems
Enrollment Management Trends Report, 2012
Achievement Matters
Percent of ACT-Tested High School Graduates by Number of ACT College
Readiness Benchmarks Attained, 2011
458,399
397,712 242,869
278,528
245,604
College Type Attended by College Readiness Benchmarks Attained, 2011
Bachelor’s Degree Completion Within 4 Years by ACT Composite Score
Range and High School GPA
Bachelor’s Degree Completion Within 4 Years by ACT Composite Score
Range and High School GPA
How to Use What Students Tell Us
Enrollment by College Choice Number and ACT Composite Score, 2011
Enrollment at Same College Type as Preference by ACT Composite Score
Number of Graduates Taking the ACT - 2011
IL
144,469
MI
116,823
TX
101,569
CA
99,022
FL
117,575
OH
92,313
CO
52,930
TN 68,524
48,565
MN
44,952
WI
47,693
NY
52,255
AL
37,800
LA
35,870
GA
42,929 MS
28,167
KY
46,428
OK
28,223
KS
23,628
IA
22,968
UT
25,161
AR
27,020
ID
11,321
OR
11,715
WA
13,677
AZ
27,952
NM
13,599
NE
16,461 IN
20,462
PA
24,280
VA
20,526
WV
11,505
NC
16,736
SC
21,064
NJ 20,796
MA 14,975
MD 12,687
RI 1,487
CT 10,809
DE 1,481
SD
6,983
ND
7,057
WY
5,533
MT
6,037
NV
6,931
AK
3,022
HI
3,259
ME
1,476
VT 2,053
NH 2,884
DC 1,480
> 100,000
70,000–100,000
40,000–70,000
20,000–40,000
10,000–20,000
< 10,000 Source: ACT Annual State Report
Updated: August 2011
Percent of ACT-Tested College Students Enrolled Out-of-State by ACT Composite Score, 2011
Median Distance to College by ACT Composite Score, 2011
Percent of Graduates Taking ACT/SAT- 2011
More than 50% of graduates taking SAT
More than 50% of graduates taking the ACT
Source: 03/2008 WICHE data for number of H. S. Graduates per state, ACT Annual State Reports, College Board Annual State Summary
Updated: August 2011
CT 26/84
DC 28/74
DE 16/72
MA 22/85
MD 20/71
NH 18/75
NJ 19/75
RI 12/66
VT 28/65
20/56
35/56
24/53
31/47
40/51
34/27
24/63
72/12
36/58
76/6
79/7 100/19
76/5
81/3
98/3 60/26
64/20
100/5
73/6
72/7
61/3
71/5
91/5
100/8
100/4 81/8
100/10
100/5
71/5 100/5
29/67 69/20
17/72
28/85
9/86
24/69 100/6
18/66
56/69
47/78
66/64
65/17
More than 50% of graduates taking the ACT & SAT
Percent of ACT-Tested College Students Enrolled Out of State by State Category, 2011
Median Distance to College by State Category, 2011
EOS = Educational Opportunity Service
(ACT’s list for purchase)
Average Number of Times EOS Students Were Selected by Time of First Testing & ACT
Composite Score, 2011
The Case For the Score-Sender
Annual ACT Test Takers
2011 Graduating Seniors = 1,623,112
2010-2011 Tested Juniors = 1,182,215
Over 2.8 Million Students
Tested Each Year
(PLAN Tested Sophomores = 1,127,875)
Sample Inquiry Pool Data: Regional Public
Total Inquiries N App Enroll Yld
18,973 3,409 1,186 6%
ACT Scores N App Enroll Yld
4,873 1,185 561 12%
All Other Inquiries N App Enroll Yld
14,100 2,224 625 4%
Sample Inquiry Pool Data: Regional Public (contd.)
Applications N App Enroll Yld
940 854 251 27%
All Other Inquiries N App Enroll Yld
13,160 1,370 374 3%
The only source code yielding higher than ACT
scores was applications:
If you take applications out of the mix, the yield
for all non-ACT score inquiries was:
Initial Source Types in the Funnel
Enrolled
Applicants
Initial Source N All Other Sources 69% ACT Scores
26%
ACT Scores
35%
ACT Scores
47%
All Others
40%
All Others
32%
Apps 5%
Apps 25%
Apps 21%
More than 265 fields of data provide a
complete student profile:
Overview of Student Data in the ACT Record
– Personal/demographic data
– Admissions/recruitment data
– ACT Scores, norms, and prediction research
– High school courses and grades
– Educational plans, interests, and needs
– Activities and accomplishments
Key Points about Personalizing, Customizing, Segmenting
Your ability to segment, customize, personalize and target is entirely dependent on the amount of student-level information you have available … and when you have it available
Through the ACT student record… – you have the most complete information available
– you have it at the earliest point in the recruitment cycle
– you have it in the most portable format
What do you know about your prospective students?
Your Institution:
Public 4 Year University
In Colorado
Full-time Enrollment – 9,711
Yearly Tuition/Fees - $6,280
Meet Ann Wants to major in Accounting – likely a
good fit
Will probably have difficulty with
freshman math and science
requirements
Needs expectations managed about
honors courses
Strong probability that she will enroll at
your school
Good idea to inform her about campus
employment or Work-Study
opportunities
Highly involved in high school –
possible campus leader
How do we
know so much
about Ann?
Ann took the ACT and sent her score
report to you
Wants to major in Accounting – likely a good fit
About Ann:
Wants to major in Accounting – likely a good fit
About Ann:
About Ann: Will probably have difficulty with freshman math and
science requirements
Test College Course ACT
English English Composition 18
Math College Algebra 22
Reading Social Sciences 21
Science Biology 24
College Readiness Benchmarks
About Ann: Will probably have difficulty with freshman math and
science requirements
Needs expectations managed about honors courses
About Ann:
Strong probability that she will enroll at your
school
About Ann:
About Ann: Good idea to inform her about campus
employment or Work-Study opportunities
Highly involved in high school – possible
campus leader
NOW, how much do you
know?
Enhancements to the
ACT Electronic Record
Beginning in September 2012, ACT will
begin appending 5 new data elements to
the ACT Score Report:
– Interest-Major Fit score
– Four predictive modeling indexes
The Interest-Major Fit Index
The Fit score shows the strength of the
relationship between a student’s profile of
interests and the profile of interests of
students in a given major.
Interest-major fit clearly benefits both
students and the college they attend:
students in “good-fit majors” are more likely
to stay in college, stay in their major, and
finish sooner.
Predicting Enrollment
Behavior with Four Indexes The Mobility Index predicts the likelihood of a
student enrolling at an out-of-state institution
The Institution Type Index predicts the likelihood
of a student enrolling at a private institution
The Selectivity Index predicts the selectivity of
the institution at which the student is likely to
enroll
The Institution Size Index predicts the size of the
institution at which the student is likely to enroll
Variables Included in
the Four Indexes Academic Variables Demographic Variables
ACT Composite Home community size
High school GPA High school enrollment
Years of foreign language Type of high school
Program of study in HS Enrollment Preference Variables
Years of math coursework Campus mix (score sending pattern)
Highest degree expected Level of college choice
Student Characteristic Variables Preferred college size
Planned work hours in college Preferred college type
Family income Intended major (7 groups)
Involvement in science Preferred distance home to campus
Involvement in athletics No college in mind
Involvement in music Scores sent to comm. college
How will you
maximize your ACT
score report data to
recruit, enroll & retain
your students?
Key Takeaways
1. Know what data you actually have
– Understand the role of students choices, and their achievement, and fit
2. Counsel students
– Release their name to EOS
– Send you their scores (a new campaign?)
3. Require an official score report
– You get more data!
Key Takeaways
4. Use what you know to buy better lists
5. Decide which score report elements will help with campus goals and initiatives
6. Identify any barriers to using the data
— Delivery method from ACT – paper or electronic
— Student information system capabilities
Key Takeaways 7. Discuss data sharing with appropriate campus
stakeholders 8. Incorporate new data elements into your
communication plan (market segmentation) – email, print, phone calls, etc.
About Student
Preferences
Enrollment Information Service
Comprehensive database for strategic
marketing and segment/territory management
containing aggregate data on all ACT-tested
students
Enrollment Funnel Through EIS
1.6 Million ACT-Tested Students
Campus Scores Received
(Visibility)
Campus Enrolled
(Yield)
Breakout by:
Ability
Geography
Race/Ethnicity
Family Income
Intended major
Enrollment Preferences, etc.
Market Overlap
Competitor Analysis
Purchased Names
Inquiries
Applicants
ACT Tested
Population
Purchased Names 75,000
Inquiries 40,000
Applicants 6,000
ACT Tested Population
(Total 1.6 million)
1,479,000
Sample Student Pool for Alpha University
Alpha has info on these students
EIS provides the rest of the pie
Do you have the complete picture?
Create Customized Queries on Demand
Key characteristics
– Gender
– Educ. major
– Race/Ethnicity
– Family income
– Religious pref.
– College selection
variables
Geographic variables
– States
– ACT EIS segments
– High school districts
– High schools
– Distance from campus
Academic performance
– GPA
– Class rank
– ACT scores
Data Provided by EIS
Market Potential
Market Penetration (Visibility) and Yield
Market Position and Collegiate
Competition
Strategic Enrollment Planning
Best Uses for EIS
Manage primary markets
– Identify underperforming high schools
Identify new markets
Train new admissions counselors
Help senior administrators set realistic goals
Develop marketing messages tied to student
interests and characteristics
Identify competing institutions for specific markets