Using Data in Enrollment Decision Making, Scott Jeffe, Director, Aslanian Market Research

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Using Data in Enrollment Decision Making

Scott Jeffe, Director, Aslanian Market Research

July 16, 2013

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 2


How well do you use data in your enrollment

decision making?Rate your institution on a five-point scale where

1 is “not very well” and 5 is “very well”


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1 2


1 2 3


1 2 3 4


1 2 3 4 5


What do you use?

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How do you use it?

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• I’d like you to do a capacity analysis…• How can we get people to enroll in our

philosophy program?• Our faculty want me to figure out how to

mount a program in Anthro-zoology

What do all of these have in common?

Things we hear from clients

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• Internal– Enrolled Students,

Leavers, Alumni– Faculty, administrators,

etc.– Others?

• External– People in need of

education who could enroll at your institution… or somewhere else

– Inquirers/Applicants who do not enroll

Data Sources………………..and Uses of Data

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• Internal– Enrolled Students,

Leavers, Alumni– Faculty, administrators,

etc.– Others?

• External– People in need of

education who could enroll at your institution… or somewhere else

– Inquirers/Applicants who do not enroll

To get more of what you have

Data Sources………………..and Uses of Data

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To attract new populations



Relative Merits – Let’s Discuss

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What type of institutions is this best for?



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What type of institutions is this best for?


DATA FOR DECISION MAKING

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• Secondary Trend Data: NCES, WICHE, Council of Grad Schools, Lumina….

• Primary Market Research: customized surveys of the market

• Audience Analysis: customized surveys of constituencies

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14 Questions you should know the

answers to…

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Or…14 Data Points Every

President Loves

(and we do too)

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NCES Five-Year Enrollment Trends

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Graduate Enrollment Growth - Connecticut Institutions - 2007-2011

Institution

2011 2007Under Age 25 25+ Years of Age All Under Age 25 25+ Years of Age ALL

Total Under Age 25

Percent of ALL

Enrollment

Percent Growth 2007 - 2011

Total Age 25+

Percent of ALL

Enrollment


ALL Gradua

te Enrollment


Total Under Age

25

Percent of ALL

Enrollment

Total Age 25+

Percent of All

Enrollment

ALL Graduat

e Enrollme

nt

Albertus Magnus College 35 9% -10% 369 91% 20% 404 16%

39 11% 308 89%

347

Central Connecticut State University 481 20% 33%

1,948 80% -4%

2,429 1%

363 15% 2,039 85%

2,402

Eastern Connecticut State University 48 20% -32%

192 80% -20%

240 -23%

71 23% 239 77%

310

Fairfield University 278 24% 30% 878 76% 14%

1,156 18%

214 22% 768 78%

982

Post University 69 9% 1050% 710 91% 1292%

779 1267%

6 11% 51 89%

57

Quinnipiac University 940 45% 76%

1,150 55% 116%

2,090 96%

534 50% 533 50%

1,067 Rensselaer Hartford Graduate Center 83 22% -49%

298 78% -46%

381 -47%

164 23% 556 77%

720

Sacred Heart University 655 29% 36%

1,577 71% 46%

2,232 43%

483 31% 1,079 69%

1,562

Saint Joseph College 237 16% 90%

1,286 84% 112%

1,523 108%

125 17% 608 83%

733 Southern Connecticut State University 613 22% 2%

2,224 78% -21%

2,837 -17%

602 18% 2,813 82%

3,415

TOTAL Statewide Graduate Enrollment 9,846 28% 25%

25,555 72% 14%

35,401 17%

7,886 26% 22,447 74%

30,333

How many of you have heard that graduate enrollments are in decline?


NCES Five-Year Enrollment Trends

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Graduate Enrollment Growth - Connecticut Institutions - 2007-2011

Institution

2011 2007Under Age 25 25+ Years of Age All Under Age 25 25+ Years of Age ALL

Total Under Age 25

% of ALL

Enrollment

%Growth 2007 - 2011

Total Age 25+

%of ALL

Enrollment

% Growth 2007 - 2011

ALL Grad.enrollment

% Growth 2007 - 2011

Total Under Age

25

% of ALL

Enrollment

Total Age 25+

% of All

Enrollment

ALL Grad.Enrollment

Albertus Magnus College

35 9% -10% 369 91% 20% 404 16%

39 11%

308 89%

347

Central Connecticut State University

481 20% 33%

1,948 80% -4%

2,429 1%

363 15%

2,039 85%

2,402

Eastern Connecticut State University

48 20% -32%

192 80% -20%

240 -23%

71 23%

239 77%

310

Fairfield University 278 24% 30%

878 76% 14%

1,156 18%

214 22%

768 78%

982

Post University

69 9%1050

% 710 91% 1292%

779 1267%

6 11%

51 89%

57

Quinnipiac University 940 45% 76%

1,150 55% 116%

2,090 96%

534 50%

533 50%

1,067

Rensselaer Hartford Graduate Center

83 22% -49%

298 78% -46%

381 -47%

164 23%

556 77%

720

Sacred Heart University 655 29% 36%

1,577 71% 46%

2,232 43%

483 31%

1,079 69%

1,562

Saint Joseph College 237 16% 90%

1,286 84% 112%

1,523 108%

125 17%

608 83%

733

Southern Connecticut State University

613 22% 2%

2,224 78% -21%

2,837 -17%

602 18%

2,813 82%

3,415

TOTAL Statewide Graduate Enrollment 9,846 28% 25%

25,555 72% 14%

35,401 17%

7,886 26% 22,447 74%

30,333


State of Pennsylvania

WICHE High School Graduation Trends

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What do high school graduation number have to do with adult enrollment?


State of Pennsylvania

WICHE High School Graduation Trends

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Institutions

Percent of Undergraduate Adult Students

Actual

Preferred University of Washington-Seattle 15% 27%Bellevue College 8 9Seattle Community College-North 8 3Olympic College 6 3Edmonds Community College 5 4Seattle Community College-Central 4 4Seattle Community College-South 4 3University of Phoenix-Western Washington 4 1Highline Community College 3 3City University of Seattle 3 2Central Washington University 2 1Everett Community College 2 1Green River Community College 2 2Lake Washington Institute of Technology 2 2Seattle Pacific University 2 2Tacoma Community College 2 2OTHER COLLEGE NOT LISTED* 33 34

Market Analysis: Competitor Institutions

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82 institutions were cited by 200 respondents!!!!

How many institutions are you competing with for adult students?


Institutions


Actual

Preferred University of Washington-Seattle 15% 27%Bellevue College 8 9Seattle Community College-North 8 3Olympic College 6 3Edmonds Community College 5 4Seattle Community College-Central 4 4Seattle Community College-South 4 3University of Phoenix-Western Washington 4 1Highline Community College 3 3City University of Seattle 3 2Central Washington University 2 1Everett Community College 2 1Green River Community College 2 2Lake Washington Institute of Technology 2 2Seattle Pacific University 2 2Tacoma Community College 2 2OTHER COLLEGE NOT LISTED* 33 34

Market Analysis: Competitor Institutions

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82 institutions were cited by 200 respondents!!!!


Rate the attractiveness of each of the following colleges as a place for you yourself to study.

(5 point scale; ‑1-not at all attractive, 5-very attractive)


Responding Rating 4 or 5

Knew Well Enough to Rate Average Rating

University of Cincinnati - Main Campus 49% 95% 3.2

Xavier University 36 89 2.8

Miami University - Main Campus 22 89 2.6

Wright State University 25 84 2.5

Northern Kentucky University 24 86 2.4

Market Analysis: Rating/Visibility of Competitors

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How precisely do prospective adults judge you as a provider?


Rate the attractiveness of each of the following colleges as a place for you yourself to study.

(5 point scale; ‑1-not at all attractive, 5-very attractive)


Responding Rating 4 or 5

Knew Well Enough to Rate Average Rating

University of Cincinnati - Main Campus 49% 95% 3.2

Xavier University 36 89 2.8

Miami University - Main Campus 22 89 2.6

Wright State University 25 84 2.5

Northern Kentucky University 24 86 2.4

Market Analysis: Rating/Visibility of Competitors

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Most Important Enrollment Factors


Extremely Important

Somewhat Important

Not Important

Cost of tuition and fees 73% 22% 6%

Closeness of college to home or work 71 27 3

Day and time courses meet 69 27 4

Transferability of previously earned credits 63 26 11

Reputation of the college or program 60 38 3

Length of time to complete my studies 38 51 12

Market Analysis: Important Enrollment Factors

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What are the biggest “drivers” in adult enrollment decision making?


Most Important Enrollment Factors


Extremely Important

Somewhat Important

Not Important

Cost of tuition and fees 73% 22% 6%

Closeness of college to home or work 71 27 3

Day and time courses meet 69 27 4

Transferability of previously earned credits 63 26 11

Reputation of the college or program 60 38 3

Length of time to complete my studies 38 51 12

Market Analysis: Important Enrollment Factors

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Features of University X

Undergraduate Adult Students

Percent Responding Very Important

Average Rating

Small classes afford a high level of personalized

attention 60% 3.9

Programs stress active and engaged hands-on learning 58 3.8

Classes are available year-round in four quarter terms 55 3.8As much as three years’ worth of previous study can be

applied to a degree program 50 3.8

The University is highly engaged with its community and has deep ties with area employers 41 3.5

Programs are based in the humanities and stress critical thinking, writing, and public speaking 38 3.3

All programs incorporate ethics and social justice 32 3.3

Students are actively engaged in their community 32 3.2Many programs include student community service as

part of their study 23 2.9It is a Jesuit Catholic institution 20 2.3

Market Analysis: Compelling Institutional Features

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How important is the copy on your website to adult students?


Features of University X

Undergraduate Adult Students

Percent Responding Very Important

Average Rating

Small classes afford a high level of personalized

attention 60% 3.9

Programs stress active and engaged hands-on learning 58 3.8

Classes are available year-round in four quarter terms 55 3.8As much as three years’ worth of previous study can be

applied to a degree program 50 3.8

The University is highly engaged with its community and has deep ties with area employers 41 3.5

Programs are based in the humanities and stress critical thinking, writing, and public speaking 38 3.3

All programs incorporate ethics and social justice 32 3.3

Students are actively engaged in their community 32 3.2Many programs include student community service as

part of their study 23 2.9It is a Jesuit Catholic institution 20 2.3

Market Analysis: Compelling Institutional Features

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Demographic Mapping

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Where do adults with the characteristics of those who return to school reside?


Demographic Mapping

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No66%

Yes

34%

Enrolled StudentsApplied to Other Institutions

Applied to Other Institutions

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No31%

YES69%

Inq/Apps Who Did Not EnrollApplied to Other Institutions

Are you successfully competing with other institutions for adult students?


Applied to Other Institutions

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No

31%

YES

69%

Inq/Apps Who Did Not EnrollApplied to Other Institutions

No66%

Yes

34%

Enrolled StudentsApplied to Other Institutions


Reasons for Not Enrolling

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Why do some inquirers/ applicants not enroll?

…and is there anything you can do to help them do so…


Reasons for Not Enrolling

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Motivation To Enroll: Enrolled v. Nonenrolled

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Other – Please specify

I was not satisfied with my contact from Liberty University Online

I preferred and enrolled at another institution

Work-related reasons

Personal scheduling reasons

Financial reasons

40%

5%

7%

9%

16%

24%

31%

7%

16%

5%

16%

27%

Undergrad ProspectsGrad Prospects

Does motivation differ between those that enroll and those that do not?


Motivation To Enroll: Enrolled v. Nonenrolled

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Other – Please specify

I was not satisfied with my contact from Liberty University Online

I preferred and enrolled at another institution

Work-related reasons

Personal scheduling reasons

Financial reasons

40%

5%

7%

9%

16%

24%

31%

7%

16%

5%

16%

27%

Undergrad ProspectsGrad Prospects


Decision Making Factors: Enrolled v. Nonenrolled

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Career Placement

Rep of Program

Accedit. Of Program

Credit Transfer Policies

Schedule of Courses

Institutional Accreditation

General Reputation

Avail. Of Aid

Cost

24%

31%

31%

43%

52%

53%

54%

63%

77%

7%

33%

30%

55%

43%

69%

66%

52%

54%

UG Enrolled UG Inq/Apps

Do decision making factors differ between those that enroll and do not enroll?


Decision Making Factors: Enrolled v. Nonenrolled

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Career Placement

Rep of Program

Accedit. Of Program

Credit Transfer Policies

Schedule of Courses

Institutional Accreditation

General Reputation

Avail. Of Aid

Cost

24%

31%

31%

43%

52%

53%

54%

63%

77%

7%

33%

30%

55%

43%

69%

66%

52%

54%

UG Enrolled UG Inq/Apps


Primary Reason For Leaving

Percent of Leavers

Academic 38%Financial 24Personal 19Work-related 14Scheduling 5

Leavers: Reasons for Leaving

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Details of Academic Issues:• Credits did not transfer to Champlain.• Don't like taking the basic courses like history and English.• Everything was very good, but I don't think I anticipated what study would be like. It

requires a lot of discipline.• Program was NOT as advertised—far too advanced for my entry level.• The academic expectations were too low.• The program was soooo long.• There were software issues with the College’s network that made it impossible to do

the work.

Why do some leave?

…and is there anything you can do to prevent this?


Primary Reason For Leaving

Percent of Leavers

Academic 38%Financial 24Personal 19Work-related 14Scheduling 5

Leavers: Reasons for Leaving

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Details of Academic Issues:• Credits did not transfer to Champlain.• Don't like taking the basic courses like history and English.• Everything was very good, but I don't think I anticipated what study would be like. It

requires a lot of discipline.• Program was NOT as advertised—far too advanced for my entry level.• The academic expectations were too low.• The program was soooo long.• There were software issues with the College’s network that made it impossible to do

the work.


Leavers: Satisfaction with Experience

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Very satisfied; 32%

Somewhat satisfied; 28%

Neutral; 17%

Somewhat unsat-isfied; 3%

Very unsatisfied; 20%

Satisfaction With Experience

Are leavers generally satisfied with their experience?


Leavers: Satisfaction with Experience

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Very satisfied; 32%

Somewhat satisfied; 28%

Neutral; 17%

Somewhat unsat-isfied; 3%

Very unsatisfied; 20%

Satisfaction With Experience


Leavers: Likelihood of Re-enrolling

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5-Very likely10%

412%

320%

227%

1-Not Likely31%

Likelihood of Re-enrolling

Are leavers generally satisfied with their experience?

How many leavers plan to return?


Leavers: Likelihood of Re-enrolling

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5-Very likely10%

412%

320%

227%

1-Not Likely31%

Likelihood of Re-enrolling


Questions?

Scott JeffeDirectorAslanian Market Research201-377-3332sjeffe@educationdynamics.comwww.educationdynamics.com/market-research

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mailto:[email protected]

Using Data in Enrollment Decision Making, Scott Jeffe, Director, Aslanian Market Research

Education

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