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Addendum of Findings
2016 E-Expectations Trend Report: Examining Transitions From Junior to Senior Year
To access the main report, visit www.RuffaloNL.com/Eexpectations
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 2
RUFFALO NOEL LEVITZ |
Channels College website 77% 82% 71%
Email from school n/a n/a 55%
Phone calls from admissions n/a n/a 50%
Print 38% 41% 42%
Magazine rankings 36% 38% 37%
College planning site entries 44% 50% 36%
How are they finding your website?
Search engines 89% 88% 88%
I know the URL 29% 34% 41%
Link from an email 54% 40% 39%
URL in print 25% 21% 16%
Bookmarked 18% 21% 15%
College planning site 32% 27% 11%
YouTube search n/a n/a 8%
Search methods
Name of school 86% 86% 88%
School and program 59% 49% 50%
Program name 46% 38% 33%
Desired location 44% 42% 29%
Program and location 33% 20% 20%
CLASS OF 2016 SPRING SENIORS
CLASS OF 2016 FALL SENIORS
CLASS OF 2016 SPRING JUNIORS
PARTICIPANT DEMOGRAPHICS
This addendum contains results from three web surveys conducted in May 2015, October 2015, and May 2016.
• May 2015 survey: 1,526 class of 2016 juniors (spring juniors)• October 2015 survey: 2,064 class of 2016 seniors (fall seniors) and 2,064 class of 2017 juniors
(fall juniors)• May 2016 survey: 1,559 class of 2016 seniors (spring seniors) and 1,558 class of 2017 juniors
(spring ’16 juniors)
Within this addendum, the survey groups are referenced as:
• 2016 cohort: spring ’15 juniors, fall ’15 seniors, spring ’16 seniors• 2017 cohort: fall ’15 juniors and spring ’16 juniors
HOW STUDENTS DISCOVER COLLEGES
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 3
RUFFALO NOEL LEVITZ |
The following abbreviations are referenced throughout the addendum:
Co16 Jrs Spr 15 = Class of 2016, juniors in spring 2015Co16 Srs Fall 15 = Class of 2016, seniors in fall 2015Co16 Srs Spr 16 = Class of 2016, seniors in spring 2016Co17 Jrs Fall 15 = Class of 2017, juniors in fall 2015Co17 Jrs Spr 16 = Class of 2017, juniors in spring 2016
How does paid interactive marketing fit in?
6%
Have clicked on a paid ad
Never heard of school
Already considering
Planning to attend
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Fall 15
Co17 Jrs Spr 16
USE OF PAID INTERACTIVE MARKETING
15%
14%
11%
13%
43%
46%
39%
52%
47%
54%
45%
16%
54%
23%
68%
64%
24%
63%
30%
6%
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 4
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How influential are college planning sites?
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Fall 15
Co17 Jrs Spr 16
56% 62% 57% 67%
HAVE USED A SITE OTHER THAN A SCHOOL SITE TO LEARN ABOUT COLLEGE AND UNIVERSITY CHOICES
IF YOU HAVE CLICKED ON ADS, WHERE HAVE YOU DONE SO?
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co17 Jrs Fall 15
Google search Facebook Other Yahoo search Bing search A different search engine
86%
76% 75%
42%
49%44%
17%
6%9%
12%10% 8% 6% 6%7%
5% 5% 5%
33% 36%
Display ad on web page
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 5
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HOW STUDENTS EXPLORE COLLEGES ONLINE
Types of information students seek in researching potential schools
Website content targets Cost/tuition info 14% 23% 24%
Application process details 8% 14% 13%
Scholarship/aid info 10% 11% 13%
Course catalogs n/a 5% 11%
Program details 17% 9% 9%
Program listing 22% 13% 8%
Rankings and quality details 4% 5% 4%
Request for information form 6% 4% 2%
Admissions events info 5% 3% 2%
What content is most valuable?
Job placement stats 75% 65% 73%
Testimonials/quotes 58% 52% 60%
Grad school placement stats 45% 57% 50%
Program rankings 45% 40% 46%
Program videos 39% 23% 39%
Accreditation details 23% 16% 29%
Faculty profiles 22% 11% 28%
Other 2% 1% 1%
CLASS OF 2016 SPRING SENIORS
CLASS OF 2016 FALL SENIORS
CLASS OF 2016 SPRING JUNIORS
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 6
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What do they want to see?
INTEREST IN SPECIFIC IMAGES
Photos of student life or non-academic activities
Candid photos (not staged)
Images of students working in labs and
using equipment
Photos of faculty teaching or engaging
with students
Overview of the campus setting, like an
aerial shot
Campus view of buildings with students
Photos of buildings with students
Photos of students representing different
age groups
Photos of specific buildings without
students
Photos with just one or two students
Staged photos showing happy students
75%
67%
62%
61%
58%
57%
56%
48%
45%
20%
17%
76%
67%
65%
63%
62%
62%
55%
48%
47%
21%
22%Co16 Srs Co17 Jrs
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 7
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How do they use mobile?
When do they use their mobile device for browsing the web?
Smartphone 32.8% 28.1% 37.7%
Tablet 5.6% 6.0% 5.3%
Laptop 46.6% 50.8% 42.3%
Desktop 14.7% 14.9% 14.4%
Other (write in) .3% .2% .4%
CLASS OF 2017CLASS OF 2016TOTAL STUDENTS
All the time If no PC available Rarely
51% 50%
55%
51%
8% 6% 3% 3%
41% 41% 43%46%
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
WHEN YOU RESEARCH A COLLEGE OR UNIVERSITY WEBSITE, WHICH DEVICE DO YOU USE MOST OFTEN? (SELECT ONE)
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 8
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HOW STUDENTS CHOOSE TO INTERACT How students “raise their hands” online and request interaction with potential schools
Request information
Cost calculator
Campus visit
registration
Scholarship calculator
Open house registration
Application for admission
Class registration
Online event registration
20%
9%
32%
7%11%
4%
38% 41%
30%
23%
31%
23% 24%
18%
6%3%
Preference for responsive view
Always want full site, even on mobile
Prefers optimized version
Rarely uses mobile device for browsing
31% 31%
44% 43%
22%19%
15% 16%
47%51%
41% 41%
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
Co16 Srs Spr 16
Co17 Jrs Spr 16
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 9
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How do they use request for information (RFI) forms?
65%36% 64%35%
CLASS OF 2017JUNIORS
CLASS OF 2016SENIORS
I actively seek out schools and ask them to send me information
I’ll wait for schools I’ve listed on standardized tests to contact me
What information are they willing to share on these forms?
Email address
Programs of interest
Name Graduation year
High school
Mailing address
Cell phone
87%
77%81%
75%
68%66%
48% 48%
85%80% 80% 79%
75%71%
Co16 Srs Spr 16
Co17 Jrs Spr 16
DATA FROM SPRING 2016 STUDY
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 10
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Preferred responses to RFI submission
AFTER YOU COMPLETE A FORM TO RECEIVE MORE INFORMATION, WHICH OF THE FOLLOWING RESPONSES FROM THE SCHOOL WOULD BE VALUABLE TO YOU? (SELECT ALL THAT APPLY)
Text message from an admissions counselor
Brochures sent to my home
Phone call from an admissions counselor
Email from admissions counselor
38%35%
51%
62%
33%
27%
80%77%
Co16 Srs Spr 16
Co17 Jrs Spr 16
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 11
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HOW STUDENTS WANT COLLEGES AND UNIVERSITIES TO ENGAGE THEM ONLINE
Use of email
Uses email at least once/week
Gives email when requested
Opens a message from school of interest
Opens a message from unknown school
97% 97%
78%76%
98% 97%
64%
78%
Co16 Srs Spr 16
Co17 Jrs Spr 16
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 12
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Use of mobile devices to check email
Co16 Srs Spr 16
Co17 Jrs Spr 16
HOW OFTEN DO YOU CHECK YOUR EMAIL USING A SMARTPHONE OR MOBILE DEVICE?
Never Less than once/month
A few times/month
Once/ week
Few times/week
At least once/day
More than once/day
5% 5%
38%34%
4% 6% 5% 6%3% 3%
18% 17%
27% 29%
Co16 Srs Spr 16
Co17 Jrs Spr 16
Yes, my preference
Not sure I’ve noticed
Doesn’tmatter
I don’t understand
I don’t have a smartphone
Email and phone not synced
1% 1%
56%
49%
22%
29%
18% 18%
2% 3% 1% 1%
WHEN YOU OPEN UP AN EMAIL ON YOUR SMARTPHONE, DOES IT MATTER TO YOU IF THE MESSAGE ADJUSTS TO FIT YOUR SCREEN SIZE?
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 13
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How do they feel about text messaging?
Willing to allow a college to text
(Yes)
Ever received a text from a college? (Yes)
Messages were from individual, like admissions counselor (Yes)
Messages were from
the college or university in general (Yes)
Messages were from an individual, like an admissions counselor, and from college
or university in general (Yes)
Unsubscribed (Yes)
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
25%
70%
45%
10%
31%
31%
78%
37%
19%
33%
36%
74%
38%
36%
27%
24%
21%
71%
53%
11%
25%
21%
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 14
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What do they want to receive via text?
Deadline reminders
Application details, such as missing docs or
status
Acceptance notification
Check-ins from my admissions rep
Rejection notification
Links to website content
Links to social media posts
Webinar or live chat invitations
75%
74%
52%
62%
77%
71%
53%
70%
67%
63%
57%
68%
44%
45%
34%
40%
41%
40%
34%
49%
24%
18%
33%
26%
17%
16%
26%
16%
15%
15%
20%
20%
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
Co17 Jrs Fall 15
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 15
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What about webinars?
Is chat worth it?
Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Fall 15 Co17 Jrs Spr 16
Have you ever viewed a webinar offered by a college?
8% (Yes) 10% (Yes) 8% (Yes) 9% (Yes)
Live webinar 48% (Yes) 56% (Yes) 38% (Yes) 46% (Yes)
Recorded webinar 52% (Yes) 44% (Yes) 62% (Yes) 54% (Yes)
Would you view a webinar in the future? 66% (Yes) 55% (Yes) 79% (Yes) 66% (Yes)
SENIORS JUNIORSQUESTION/RESPONSE
Have you ever used a live chat tool as you were looking at a college site?
11% (Yes) 7% (Yes)
Did you initiate this, or did someone reach out to start the chat?
48% 45%
52% 56%
Was this experience helpful to you in learning more about this school?
78% (Yes) 82% (Yes)
CO16 SRS SPR 16 CO17 JRS SPR 16QUESTION/RESPONSE
Initiated by student
Initiated by chat representative
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 16
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Where should you be on social media?
YouTube
Google+
None
Snapchat
47%
44%
47%
36%
33%
29%
29%
33%
22%
29%
26%
26%
19%
20%
22%
23%
27%
24%
23%
22%
15%
14%
15%
18%
5%
8%
8%
8%
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
BEST SOCIAL MEDIA CHANNELS TO LEARN ABOUT A SPECIFIC COLLEGE OR UNIVERSITY
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 17
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Use of live streaming
Facebook engagement as a late-funnel engagement resource
Co16 Srs Spr 16
Co17 Jrs Spr 16
Co16 Srs Spr 16
Co17 Jrs Spr 16
Campus tour led by students
College class in a program
of interest
Sporting event
Admissions open house
session
Concert or arts event
Campus lecture
Other
35% 36%
2% 3%
52%
58%
40%38%
50% 52%
39%35%
30% 29%
Looked at any college Facebook
page
Clicked “Like”
Joined a group
Added a comment
12%
3%
60%
42%
27%
4%
41%
29%
STUDENT INTEREST IN LIVE STREAMING EVENTS BY TOPIC
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 18
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What type of content belongs on social media?
Photos Videos News stories/features Event invitations
76%79% 78%
75%
50% 49% 48% 47%48%
53% 52% 51%
38% 39%42%
37%
Co16 Jrs Spr 15
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 19
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What’s the best content to share on social media?
Student life
Campus buildings/location
Academic success and experiences
Deadline reminders
Admissions process details
Campus visit invitations
Athletic team information
Faculty
Alumni
68%
71%
67%
61%
62%
61%
60%
52%
54%
35%
35%
34%
66%
65%
66%
55%
56%
39%
47%
39%
52%
17%
20%
18%
13%
14%
14%
Co16 Srs Fall 15
Co16 Srs Spr 16
Co17 Jrs Spr 16
RUFFALO NOEL LEVITZ |
© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 20
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QUESTIONS ABOUT THIS ADDENDUM OR OPTIMAL STRATEGIES FOR YOUR WEB COMMUNICATIONS?
We welcome your questions and comments about the E-Expectations study. We are also available to discuss your specific goals and challenges for your website and online recruitment strategy. Send an email to [email protected] or call 800.876.1117, and we will be happy to answer your questions.
About the survey sponsors
Find more research reports at www.RuffaloNL.com Or visit www.RuffaloNL.com/Subscribe to be notified when the latest trend reports and white papers are available.
How to cite this addendum Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA. 2016 Addendum of findings: e-expectations trend report. Cedar Rapids: Ruffalo Noel Levitz, 2017. Available at www.RuffaloNL.com. All material in this document is copyright © Ruffalo Noel Levitz. Permission is required to redistribute information from Ruffalo Noel Levitz either in print or electronically. Please contact us at [email protected] about reusing material from this document.
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