1. 1. Only the Beginning: ThinkingBeyond the Enrollment FunnelTodd Gibby - @tgibbyAndy Dryden
2. 2. Ferris Grew UpEduventures Overview of the U.S. Full-service Online Program Management Market (Hobsons)
3. 3. Market RealitiesSource: Time is the Enemy Complete College America 2011
4. 4. Macro Forces and Policy Hyper-Competition Student Consumerism Increasing Accountability More w/ Less = New Normal
5. 5. Market RealitiesSource: Time is the Enemy Complete College America 2011
6. 6. How Do Adult Learners feel about their education?Less confident (esp. math) but more engaged.Source: 2011 Noel-Levitz National Freshman Attitudes Report
7. 7. Sometimes deciding is the hardest part
8. 8. What is Student Success?
9. 9. Why Do We Care about SS? It makes Cents It Makes Sense
10. 10. Why do they leave? Enrollment to Graduation PipelineNotSocial Low First UtilizingCommute IntegrationFamily Term GPAFinancialTimeissuesAidUnderstanding Adult Learner Program Completion Marianne Guidos Michael J. Dooris 2007
11. 11. Does Risk Matter?Risk FactorsThree or More Risk part-time enrollmentFactors 5 17 9 69 delaying entry intopostsecondary educationTwo Risk Factors1015 11 64after high school One Risk Factor 21 101356 not having a regular highschool diplomaNone 54 4 834 having children being a single parentALL STUDENTS319 9 51 being financiallyindependent of parents 0%25%50% 75% 100% Bachelors degree CertificateAssociates degreeNo degree working full time whileenrolled.SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
12. 12. What is Student Success?
13. 13. Student Success Matters $15,000Annual Tuition x 3 Years of Revenue missed $45,000 Per lost student x 25 Students lost per year$1,125,000Lost RevenueGo to http://www.educationalpolicy.org/calculator/ for a more detailed calculator
14. 14. Its fixing Student Success? What is the leaky pipeline Communicate with Current Students!! Prepare & OrientPlan & Advise Alert & ConnectNotSocial Low First UtilizingCommute IntegrationFamily Term GPAFinancialTimeissuesAidUnderstanding Adult Learner Program Completion Marianne Guidos Michael J. Dooris 2007
15. 15. Jeanie (Shawna) Single Mom Question 1: 30 years old GEDHow do we Prepare & Orient our Unemployed students to be successful? Highly MotivatedWhat does Jeanie need to hear from us? She has a clear path to success Prepare & Orient She belongs in Higher Ed She will make it
16. 16. Charlie Second CareerQuestion 2: 40 years old How do we Plan & Advise our students to Married No Dependentsbe successful? Part Time EmployedWhat does Charlie need to hear from us? His experience matters Plan & Advise He can utilize financial aid resources We offer academic support
17. 17. Mr.Rooney eMBA candidate Question 3: Mid-Career Employed Full Time & Connect with ourHow do we Alert Online onlystudents to be successful?What does Charlie need to hear from us? Well work with him on his scheduleAlert & Connect Connect with alumni for ROI
18. 18. Take-Aways Prepare & Orient Plan & Advise Alert & ConnectJeannieCharlieMr.Rooney Single Mom Second Career Works in 30 Years Old 40 Years Old Management GED Married Mid-Career Unemployed Full Time EmployedNeeds to Hear: Needs to Hear: Needs to Hear: She has a clear path His experience matters Well work with himto success He can utilize financial on his schedule She belongs in Higheraid resources Connect with alumniEd We offer academicfor ROI She will make it support
19. 19. APUs Hoopless Process1. Know your students2. Hire good communicators3. Build hoop-less admissions and financial aid processes4. Take a proactive approach to student advising5. Automate routine communications6. Hire faculty suited to online teaching7. Set and maintain high standards for student/faculty communication8. Evaluate, evaluate, evaluate9. Check your programs vital signs regularly10. Use cross-functional teams to develop enhancements.
20. 20. Measurement & Results: ERAU 35+%80+%85+%14% 72% 68%Inquire ApplyAcceptEnroll Retain Graduate
21. 21. The Journey To Customer FocusedFrom: We have a staff who does that To: Everyone answers the phone CustomerDirectorservice Rep CustomerMarketingOperationsservice Rep Customer Coordinator Studentservice Repworker
22. 22. Proof positiveThrough the launch period of our 668 InquiresCRM and the re-design of ourwebsite we have seen a positivechange in our inquiry traffic fromphone to web.21 via 316 chat239 via 92 viafrom live forphone email Website two weeks)
23. 23. Comparison7/7/11 to 7/14/11 10/7/11 to 10/14/11Touchpoints Touchpoints PhoneEmail Email19%22%30%ChatPhone 17% 60% Web Web 42% 10% Chat 0%
24. 24. Oct / Sept Y-o-Y Gross RevenueSeptember October$330,000 $210,000$90,000 $120,000 20102011
25. 25. Mapping Objectives Discover: Listen:Engage:Support:Decision Phase Uncover Capture /ConveyReinforce Demand QualifyValueDecisionsLimitedFragmentedGenericCurrent StateMarketingInquiry MessagingSilenceCapture Ubiquitous Strategic SegmentedEstablished Ideal State Outreach Data High TouchNetworksCapture SEO / SEM Inquiry FormsSegmented Functional Email & FBViewsComm OutreachFacebook VisionComm Plans Events /History EventsResponse Sys
26. 26. So What? Recruit the right studentsQuestion 1:Question 2:do How we Prepare & Orient our students to be successful? How do 3: Plan & Advise our students toQuestion webe successful? How do we Alert & Connect with ourstudents to be successful?
27. 27. And Remember
28. 28. Resources 2011 Freshman Attitudes Survey Report Noel-Levitz.www.noellevitz.com EPI Analysis of BPS students 03/04 to 08/09http://www.educationalpolicy.orghttp://nces.ed.gov/surveys/bps/ Understanding Adult Learner Program Completion MarianneGuidos Michael J. Dooris 2007 www.psu.edu Time is the Enemy Complete College America 2011www.completecollege.org/docs/Time_Is_the_Enemy.pdf Eduventures Overview of the U.S. Full-service Online ProgramManagement Market (Hobsons) Eduventures The Big Picture 2011 Richard Garrett, June 2011 Eduventures Testing the Non-Traditional Higher Education ValueProposition April 2011 Demand Engine Adult Learner Marketing Needs a Makeover-Now!July 2011
29. 29. Only the Beginning: ThinkingBeyond the Enrollment Funneltodd.gibby@hobsons.com - @tgibby andrew.dryden@hobsons.com
30. 30. Does Race/Ethnicity Matter? Race/Ethnicity Black or African American17 128 63 American Indian or AlaskaNative1413 1162Hispanic or Latino17 168 59 Other 30 5 8 58 Native Hawaiian / other Pacific Islander 395254 More than one race28 910 53White 36 8 10 46 Asian 465 842ALL STUDENTS 319 9 510% 25% 50% 75%100%Bachelors degree CertificateAssociates degree No degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
31. 31. Does Income Matter?Dependent IncomeHighest Quartile58 2 732Third Quartile 445 1042Second Quartile 35 71147Bottom Quartile 25 10 956 ALL STUDENTS319 951 0%25% 50%75%100% Bachelors degreeCertificate Associates degree No degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
32. 32. Does Age Matter?Age40 or older 3 17971 30-39 5 19 10 67 24-29 6 19 1065 19-23 28910 5318 or younger 4559 41ALL STUDENTS31 99 510%25% 50% 75%100%Bachelors degree CertificateAssociates degreeNo degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
33. 33. Does Dependent Status Matter? DependencyIndependent618 10 67 Dependent 416 944 ALL STUDENTS31 9 9510%25% 50%75% 100%Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
34. 34. Does Educational Legacy Matter?Parents Highest Doctoral degree orequivalent583435 Level of Education First-professional degree605332 Masters degree or equivalent53 3 6 38Bachelors degree45 5 743 Associates degree297 1351 Less than two years ofcollege25 10 1154High school diploma orequivalent1713 1159 Did not complete high school 10 2010 60 ALL STUDENTS 31 9951 0% 25% 50%75%100% Bachelors degree Certificate Associates degree No degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
35. 35. Does First Institution Attended Matter? First InstitutionSectorPublic 2-year 118 14 66Attended in 2003-04 Private for-profit 4-year 16 3 15 66 Private not-for-profit 4-year642431Public 4-year 60 2435ALL STUDENTS31 9 9 51 0% 25%50% 75%100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
36. 36. Does Attending an HBCU or HSI Matter?Attended HBCUs or HSIsAttended HBCU 2003-04253468Did not attend HBCU 2003- 04 3110 9 50Attended HSI 2003-04167 1166Did not attend HSI 2003-043310 949ALL STUDENTS31 9 951 0% 25%50%75%100% Bachelors degreeCertificateAssociates degreeNo degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
37. 37. Does Loan Repayment Status Matter? LoanRepayment Not in repayment374 12 48Status In default 1 23 3 73 Deferred/forbearance281011 52 In repayment43 9 10 38 Loans paid in full or cancelled29 17 6 49No federal loans269957ALL STUDENTS 319951 0% 25% 50%75% 100% Bachelors degree Certificate Associates degreeNo degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
38. 38. Does Pell Eligibility Matter?Recipients PellReceived Pellgrant, independent 5 239 63Received Pellgrant, dependent30 1110 50No Pell grant in 2003-0437 6 9 48 ALL STUDENTS 31 9 951 0% 25%50%75% 100% Bachelors degree CertificateAssociates degreeNo degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
39. 39. Does Attendance Status Matter?AttendanceStatus Mixed 21 9 1259 Always part-time 1 105 84 Always full-time 45 10 838 ALL STUDENTS319 9510%25%50%75%100%Bachelors degree Certificate Associates degree No degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
40. 40. Does the Number of Institutions Attended Matter?Number of Institutions 4 or more158 13 65Attended2-3 Institutions 2810 1251 Only 1 3398 50ALL STUDENTS 31 9 951 0%25% 50% 75%100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
41. 41. Does Work Matter? Hours worked per week40 or more10128 70 (in 2003-04) 30-39 1911 13 57 20-29258 12 541-19 4958 37ALL STUDENTS319 9 51 0%25%50% 75%100% Bachelors degreeCertificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
42. 42. Do Degree Plans Matter? plans DegreeIn 2003-04Bachelors degree 59 23 36Associates degree 1161964 Certificate 346 348 ALL STUDENTS319951 0% 25% 50%75% 100% Bachelors degree Certificate Associates degreeNo degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
43. 43. Does Delayed Enrollment Matter?DelayedenrollmentFour or more617 10 67 Three Years1114 7 67Two Years 811 1466 One Year 1513 10 63 No Delay446 9 42 ALL STUDENTS 31 9 951 0% 25%50%75%100% Bachelors degreeCertificateAssociates degreeNo degreeSOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
44. 44. Do HS College Credits Matter? Earned College Credits in High School Yes56 4 734No2991052ALL STUDENTS 31 9 9 51 0% 25% 50% 75% 100%Bachelors degreeCertificateAssociates degreeNo degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
45. 45. Does HS GPA Matter?High School GPA3.5-4.0 (A- to A)643 6 273.0-3.4 (B to A-) 367 9 482.5-2.9 (B- to B) 229 13 572.0-2.4 (C to B-)14 11 11 651.5-1.9 (C- to C)7 15 11 67 ALL STUDENTS31 9 9 510% 25%50% 75% 100%Bachelors degreeCertificateAssociates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
46. 46. Does HS Math Matter?Highest mathematics Calculus712424courses completed in high school Pre-calculus 51 3 739Trigonometry/Algebra II 41 61043 Algebra 221 11 12 56 ALL STUDENTS31 9 9510% 25%50%75%100%Bachelors degree CertificateAssociates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
47. 47. Does Freshman GPA Matter? yearFreshmanMostly As (3.75 or above) 31 16 11 43 GPA As and Bs (3.25-3.74)4091041 Mostly Bs (2.75-3.24)369 8 47 Bs and Cs (2.25-2.74) 28 6 9 56 Mostly Cs (1.75-2.24) 21 6 964Cs and Ds or lower (below 1.75)798 76ALL STUDENTS 31 9 951 0%25%50%75%100% Bachelors degree Certificate Associates degree No degree SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09
48. 48. All Institutions When do Students Leave?1st Year, 82nd Year, 7 3rd Year, 8Attained degree, 494 or More, 13Still enrolled, 15SOURCE: BPS: 04/09. Percentage distribution of 2003-4 beginning postsecondary students according to whether they attained any degree by2009, and if they did not, what year they left education