Hobsons enrollment webinar Dec 2013
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The presentation is from a webinar that took an in depth look at pressures facing higher education enrollment management over the next decade and how institutions can adapt to meet the needs of today’s students. Colleges are facing challenges like never before, including: - declining high school enrollment, - increased pressure from for-profit institutions and online colleges - decreased funding. The presentation reviews Hobsons’ recent Client Benchmarking study that covers statistical results that our clients have achieved using our services. And also explains how Hobsons can help institutions provide a valuable the institution’s opportunity for growth, intelligence, quality, and efficiency. If you are interested in seeing a recording of the webinar, just message me at Glenn.Evans@hobsons.com
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Hobsons enrollment webinar Dec 2013
- 1. Right Now is the Right Time: A look at Enrollment Trends and Challenges in the SE US Brian Mikesell and Kelli Lagemann
- 2. Host and Presenters Glenn Evans Technology Solutions - Account Executive Brian Mikesell VP, Market Solutions Kelli Lagemann Marketing Solutions – Account Executive 2
- 3. We maximize student success and institutional effectiveness to create the world-changers of tomorrow.
- 4. Institutional Effectiveness? Admissions office • • • • • • • • Accomplish more with less Leverage technology Institute new recruiting methods Measure effectiveness of recruiting methods Alter brand and image Go after new student populations Get more apps Enroll more students Chief Financial Officer • 4 First year tuition ($$$)
- 5. Enroll more students ($$$) • What are schools telling us? • What is the media telling us? • What is the data telling us? • How do our schools compare to all schools? • How have we helped our schools? Our solutions. 5
- 6. Ben Shoemaker, Director of Admissions There are many schools out there in panic mode. With the shrinking high school demographic in Ohio and nationally, more and more schools are not sure how they are going to handle the decreased growth. So they try a number of different tactics to combat that. From the late 90s to 2008- things were great. It's intimidating. It's not going to be an easy 10 years for admissions. There are fewer people buying the product and if you are not diversified in your pool, you are going to be in trouble. 6
- 7. Kitty McCarthy Vice President for Enrollment Management & Student Affairs For a long time, we (admissions) were talking about it but it sounded to CFO types that we had cried wolf. But I hear more and more presidents and non-enrollment folks are saying 'we can't recruit our way out of this.' We are like all colleges and universities in that we want to grow. We are doing everything we can to make that happen but at the same time, my practical side says 'this is not possible.' The overall pool is shrinking. We are in the shadow of WVU and other peer institutions and they all want to grow and someone is not going to make it. 7
- 8. College Enrollment Falls as Economy Recovers July 25, 2013 …signs point to 2013-14 being the year when traditional fouryear, nonprofit colleges begin an enrollment contraction that will last for several years. Hardest hit are likely to be colleges that do not rank among the wealthiest or most prestigious, and are heavily dependent on tuition revenue. • May 1: Deadline for applicants to choose a college. • Offers had been accepted by about one-third fewer students than expected. • Millions of dollars in budget cuts and a late push for more enrollment. 8
- 9. • Data for every college and university in the U.S. • Applicants, Admits, Enrolled – 2003-2012 9
- 10. All Schools 4 yr public/private not for profit College attendance began a steep climb from 15.2 million in 1999 to 20.4 million in 2011 (34.2% increase) 10
- 11. Forecasting Trends will continue through 2020 Our projections indicate that the era of annually increasing graduating classes through about 2011 is ending, while graduating classes are rapidly becoming more diverse. 11
- 12. Total HS Students By State (08-09 to 19-20) State TX 20% LA 10% NC 5% AL 4% GA 3% SC 0% TN 0% VA 0% MS -2% KY -5% FL 12 % -7%
- 13. Share Non-White HS Students By State (08-09 to 19-20) State % Diff TX 58-70 12% LA 45-48 3% NC 38-45 7% AL 37-39 2% GA 47-53 6% SC 42-41 -1% TN 28-32 4% VA 37-44 7% MS 51-53 2% KY 13-20 7% FL 13 % 47-58 11%
- 14. PLAN & LEARN Marketing Solutions ENGAGE & ENROLL Technology Solutions PROGRESS & SUCCEED
- 15. Benchmarking Study Hypothesis Hobsons HE clients who have used our marketing and/or technology solutions over the last 3-4 years have seen greater growth in enrollments than the national average (2.13%). Areas explored 1. All schools who have used our marketing solutions (MS) with an annual spend a. Greater than $10k/yr b. Greater than $20k/yr 2. All schools who have used technology solutions (CRM) 3. All schools who have used both marketing solutions ($10k+) and our technology solutions 15
- 16. Sub-Hypotheses $20k/yr gets you more enrollments than $10k/yr Bundling marketing and technology gets you more 16
- 17. Benchmarking Results All $10k MS $20k MS CRM MS+CRM First-time, degree/certificate seeking undergraduate students (full-time or part-time) Data source: National Center for Education Statistics (NCES) 17
- 18. Kurt Steinberg VP Finance and COO 12.66% increase in enrolled students 2012: 356 enrolled 2009: 316 enrolled 40 students @ $18k (in-state) and $36k (out-of-state) = $1,080,000 18
- 19. SE Schools (09-12 enroll %) 31% 57% 27% 13% 19 20% 32% 11%
- 22. Marketing Solutions for HE
- 24. But did you know… 24
- 26. But did you know… 26
- 28. But did you know… 28
- 30. But did you know… 30
- 31. Non Traditional – Adult Learner (24+) Retargeting Partner Network Email Marketing Display Advertising GRE/ TOEFL Paid Search Digital Marketing 31 Social Media Marketing Lead Management
- 32. Lead Management Leads (3% lead to enroll) Lead to Hot Transfer (10%) Lead to Completed Application (54%) Lead to Completed Application File (92%) 32
- 33. Benefits of Inquiry Management 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2,900% lift in %of enrollments delivered over a leads only campaign Digital Marketing Leads Leads to Live Transfer Leads to App Enrollment % 33 Inquiry Management Leads to Completed File
- 35. Hobsons Technology Solution A solution that uniquely addresses the breadth of the student lifecycle. PREPROSPECT PROSPECT APPLICANT ADMIT ENROLLED INTELLIWORKS 35 CURRENT STUDENT GRADUATE
- 36. Intelliworks SLM 36 • • • • • • • • • • • • • • • • • • • Dashboards Inquiry Forms Online Application Workflow Rules Outlook Integration Interaction Management Reporting Communication Plans Email Campaigns Event Registration Student Self Service Portals Payments Requirements Tracking Early Alert Faculty Feedback Surveys Case Management Advisor / Tutoring Appointment Scheduling Degree Planning Advising Sessions
- 37. Hobsons Intelliworks Student Lifecycle Management (SLM) Solution
- 38. Summary • The years of continuous enrollment growth is over • Our clients are performing better than the norm! • Leaders are interested in marketing, recruitment enrollment and retention and going after new groups of students • We have marketing and technology solutions ready to help you buck the trend 38
- 39. Questions?
- 40. Contact us with any questions: Glenn Evans Technology Solutions - Account Executive 513.766.7139 Glenn.Evans@hobsons.com Kelli Lagemann Marketing Solutions – Account Executive 513.354.7864 Kelli.Lagemann@hobsons.com 40
Editor's Notes
- To understand where we are today and where we’re heading tomorrow, you need to understand where we’ve come from.