we want y ou: marketing highly selective four year colleges to veterans
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We want y ou: Marketing highly selective four year colleges to veterans . Kim Blank M.Ed. Higher Education Administration College of William and Mary. Presentation Outline. Background information Selection & Methodology Survey Selected R esults Interpreting Results Practical Application - PowerPoint PPT PresentationTRANSCRIPT
We want you:Marketing highly selective four year colleges to
veterans
Kim BlankM.Ed. Higher Education Administration
College of William and Mary
Presentation Outline
• Background information• Selection & Methodology• Survey• Selected Results• Interpreting Results• Practical Application• Recommendations
Background
• Servicemen’s Readjustment Act of 1944 (also called the G.I. Bill)• Educational benefits– College, business– Technical or vocational– Apprenticeship/job training– Flight training
Background
• Veterans’ Adjustment Act of 1952– Added Korean War veterans
• Veterans Readjustment Benefits Act of 1966– Added those who served in times of war and peace
• Veterans Education Assistance Program (VEAP): in response to the transition to an all-volunteer military• Montgomery G.I. Bill
Background
• VEAP was Chapter 32 (for those who entered active duty between 1/1/77-6/30/85): contributions matched 2:1
• Post-9/11 G.I. Bill (Chapter 33) initially approved in 2008 and updated in 2010 and 2011– Extends eligibility to members of the National
Guard– Adds provision for distance learners
Selection
• Carnegie Classifications of Institutions of Higher Education– Highly selective– Not-for-profit– Four-year
• 338 colleges/universities– Remove non-English language websites– Remove for-profit– Collect email addresses for chief enrollment officers
(VP Enrollment, Director of Admissions, etc.)
Methodology
• Qualtrics Survey System• Emailed survey to chief enrollment
officers (personal email addresses when possible)• Reminder survey one week from initial
email• 43/50 responses within the first week• 4 respondents requested results
Survey
• Add stuff here
• REMEMBER TO CITE
Survey
• Add stuff here
• REMEMBER TO CITE
Survey
• Add stuff here
• REMEMBER TO CITE
Survey
• Add stuff here
• REMEMBER TO CITE
Survey
• Add stuff here
• REMEMBER TO CITE
Survey
• Add stuff here
• REMEMBER TO CITE
Selected Results
Approximately how many veterans attend your institution?
01 to 156 to 1516 to 3031 to 6061 to 100Greater than 100
Selected Results
Does your institution have a separate office dedicated to services for veterans?
Yes No
Selected Results
Who tracks individual G.I. Bill users at your institution?
AdmissionsFinancial AidRegistrarVeterans Benefits OfficeStaff MemberOther
Selected Results
Does your institution contribute additional or matching funds (grants, scholarships, fellowships, etc.) to supplement G.I. benefits?
YesNo
Selected Results
Have you seen an increase in veteran applicants in the past 4 years (since 2008)?
YesNoUnsure
Selected Results
Does your admissions office and literature include any specific information for veterans?
YesNoUnsure
Selected Results
Does your university market specifically to veterans?
YesNoUnsure
Selected Results
How well do you think your institution supports the unique needs of veteran students through the services you have previously identified?
Very PoorlySomewhat PoorlySomewhat WellVery Well
Selected Results
• “We are currently looking into a variety of other services, such as a veterans orientation, programs to improve transition from the military to college, retention, and graduation. We are working closely with the collegiate student veterans group to ensure that the services we are providing and the avenues we are pursuing are meeting the needs of the veterans.”
• “Our small class size and student to teacher ratio of 11:1 makes the return to the classroom for most veterans far less daunting… Most of our students fit the Army ROTC “Scholar, Athlete, Leader” model.”
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
What do they mean?
• Enrollment is on the rise– should universities be acting differently?
• Only approximately ½ mention veterans in their literature– could they add just a line or paragraph?
• Many respondents are unsure of marketing strategies (see question 16)
• Few universities require separate offices, since the numbers are not large
Practical Application
• A separate office isn’t typically necessary• Many institutions provided website links; could
create a linked page at little cost• Few institutions report specific literature;
updates could be made to offer inclusion of basic info/link
• Few noteworthy differences between states• Few noteworthy differences between
public/private institutions
Recommendations
• Create prominent link on admissions website (many are hidden)• Update literature to include information
for veterans (at least a link to the website)• Utilize outside sources (Veterans Toolkit,
other websites)• Better training of admissions staff
Additional Resources
• My Wiki Page– http://kbmastersproject.wmwikis.net/
• G.I. Bill – http://www.gibill.va.gov/
• Yellow Ribbon Program– http://www.yellowribbon.mil/
• Toolkit for Veteran Friendly Institutions– http://vetfriendlytoolkit.org/
References
• See complete reference list at:http://kbmastersproject.wmwikis.net/References