2011 Inside Higher Ed survey of college and university admissions directors
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Transcript of 2011 Inside Higher Ed survey of college and university admissions directors
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2011 Inside Higher Ed Survey of College & University Admissions Directors Presented by: Darren Wacker-Solution Sales Consultant &
Erika Cedergren-Account Manager, Marketing SolutionsA Hobsons sponsored research initiative.
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Report Overview
Third in a series of sponsored surveys conducted by InsideHigherEd
Survey provided to only senior level admissions officers
Completed in August/September 2011
Participants are completely anonymous,
Only one response per institution
Combination of 4-year and 2-year institutions
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Research Methodology
1,840 individuals were invited to participate
462 senior admissions & enrollment officers responded
Average age: 48
Average Time at Job: 7 years
Average Career: 18 years
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Areas of Focus
Challenges Over the Next Two-Three Years
Recruitment Strategies and Focus
Resources and Engagement
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Challenges in Enrollment
Management
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What Are the Two Most Important Issues You Face?
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition
and affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition
and affordability60%
Rising concerns from families about tuition
and affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition
and affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality
and availability of academic programs
51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality
and availability of academic programs
28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality
and availability of academic programs
51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs
(Pell Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality
and availability of academic programs
28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs
(Pell Grants, etc.)34.7%
Potential cuts in federal student aid programs
(Pell Grants, etc.)28%
Potential cuts in federal student aid programs
(Pell Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
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Issues/Challenges in the Next 2-3 Years
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Issues/Challenges in the Next 2-3 Years
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Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
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Recruitment Strategies and
Focus
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Where is the focus?Have you increased your focus on any of the following student types?
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Points for Consideration
Changing Mission or Economic Reality?
Changing focus regarding international recruiting and tuition
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Where is the focus?Have you increased your focus on any of the following student types?
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2011
2010
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Where is the focus?Have you increased your focus on any of the following student types?
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Different Students, Different Admissions Criteria?
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Do Students in Selected Groups, on Average have Lower Grades and Scores than other applicants?
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 28% 18.2% 28.9%
Children of Alumni 11.5% 4.3% 18.4%
Minority Students 39.3% 22.7% 46.5%
Men (for gender balance)
11.1% 18.2% 14%
Woman (for gender balance)
2.7% 4.5% .9%
Full-Pay Student 10% 0% 19.3%
International Students 15.4% 4.5% 12.4%
Percentage Reporting “Yes”
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Do you agree with the practice by YOUR institution of Admitting Students in Selected Groups Who May have Lower Grades and Scores than regular applicants?
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 91.8% 66.6% 100%
Children of Alumni 91.5% 60% 94.3%
Minority Students 99.3% 84.3% 100%
Men (for gender balance)
90.7% 85.7% 88.9%
Woman (for gender balance)
92% 80% 90%
Full-Pay Student 92% 100% 94%
International Students 91% 80% 92%
Percentage Reporting “Yes”
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Resources and
Engagement
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Which Information Resources are most effective?
All 4-Year Institutions
Community Colleges
Public Baccalaureate
Private Baccalaureate
College Counselors at private high schools
51.8%
Financial Aid Websites48.3%
College Counselors at private high schools
41.7%
College Counselors at private high schools
57.5%
Financial Aid/Scholarship Websites (FAFSA,
FastWeb, Finaid.org, etc.)28.8%
College counselors at public high schools
45.2%
Financial Aid/Scholarship Websites
40%
Financial Aid/Scholarship Websites
35.7%
Social Media Sources (Facebook, College Confidential, etc.)
24.9%
College Counselors at private high schools
31.3%
Social Media Sources28%
Independent/Private college counselors
31.3%
Independent/Private college counselors
22.4%
Social Media Sources29.8%
College counselors at public high schools
24%
Social Media Sources26.3%
Data-driven college counseling tools (Naviance, etc.)
19.6%
College counselors at job placement centers
22.3%
Independent/Private college counselors
12.5%
Data-driven college counseling tools (Naviance, etc.)
21.1%
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Top Three Sources or Tools….Developing an Interest in a College All Senior Junior
Friends and family 44% 43% 45%
College Search Web Sites 34% 34% 37%
College Fairs 28% 32% 25%
High School Guidance Counselors 26% 25% 28%
View book from the institution 24% 22% 28%
Institution’s web site 23% 20% 24%
College Rankings 20% 22% 17%
Campus Visit 19% 19% 15%
College guidebook or directory 16% 16% 14%
Online planning and advising tool 8% 5% 11%
Online/virtual tour of campus 8% 5% 11%
College Admissions Counselors 5% 5% 6%
Social Networking, Facebook, YouTube, etc. 4% 4% 4%
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The Search/Application Process-What do you believe?
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Preferred means of communication?
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Conclusion: Additional Data
Strongly Disagree 23.7%
Disagree 48.5%
Agree 18.7%
Strongly Agree 8.1%
We have reduced the role of standardized test in admissions over the past five years.
Strongly Disagree 26.6%
Disagree 48.8%
Agree 16.3%
Strongly Agree 8.3%
Standardized tests (SAT, ACT) should be optional for students who apply to my campus.
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Conclusion: Additional Data
Strongly Disagree 3.8%
Disagree 22%
Agree 51.3%
Strongly Agree 22.9%
Social Media play an important role in our outreach efforts to prospective students.
Strongly Disagree 4.7%
Disagree 21.8%
Agree 47.1%
Strongly Agree 26.5%
I am feeling more confident about our admissions efforts and enrollment prospects versus 2009.
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Conclusion
Hobsons UniversityJuly in Nashville, TN
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Darren WackerHobsons Solution Sales Account Executive507-469-1862 (direct)513-354-7808 (office)[email protected] (email)
Erika CedergrenHobsons Account Manager, Marketing [email protected] (email)