Right Now is the Right Time: A look at Enrollment Trends and Challenges in the SE US

Brian Mikesell and Kelli Lagemann

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Host and Presenters

Glenn EvansTechnology Solutions - Account Executive

Brian MikesellVP, Market Solutions

Kelli LagemannMarketing Solutions – Account Executive

We maximize student success and institutional effectiveness to create the

world-changers of tomorrow.

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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• First year tuition ($$$)

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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.

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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.   

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Kitty McCarthyVice 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.

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College Enrollment Falls as Economy RecoversJuly 25, 2013

…signs point to 2013-14 being the year when traditional four-year, 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.

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• Data for every college and university in the U.S.

• Applicants, Admits, Enrolled – 2003-2012

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All Schools4 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)

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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. 

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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 -7%

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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 47-58 11%

PLAN & LEARN

ENGAGE & ENROLL

PROGRESS & SUCCEED

Marketing Solutions Technology Solutions

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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 explored1. All schools who have used our marketing solutions (MS) with an annual

spenda. 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

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Sub-Hypotheses

$20k/yr gets you more enrollments than $10k/yr

Bundling marketing and technology gets you more

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Benchmarking Results

First-time, degree/certificate seeking undergraduate students (full-time or part-time)Data source: National Center for Education Statistics (NCES)

All $10k MS $20k MS CRM MS+CRM

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12.66% increase in enrolled students

2012: 356 enrolled2009: 316 enrolled 40 students @ $18k (in-state) and $36k (out-of-state) = $1,080,000

Kurt SteinbergVP Finance and COO

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SE Schools (09-12 enroll %)

57% 31%

27% 20%

13% 11%

32%

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34%24%

18%

16%

13%

12%

39%

29%24%

Marketing Solutions

Marketing Solutions for HE

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You probably know…

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But did you know…

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You probably know…

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But did you know…

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You probably know…

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But did you know…

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You probably know…

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But did you know…

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Non Traditional – Adult Learner (24+)

Retargeting

Display Advertising

Paid Search

Social Media

Marketing

Email Marketing

GRE/TOEFL

Partner Network

Digital Marketing

Lead Management

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Leads (3% lead to enroll)

Lead to Hot Transfer (10%)

Lead to Completed Application (54%)

Lead to Completed Application File (92%)

Lead Management

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Benefits of Inquiry Management

Digital Marketing Leads

Leads to Live Transfer

Leads to App Leads to Completed

File

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Enrollment %

2,900% lift in %of enrollments

delivered over a leads only campaign

Inquiry Management

Technology Solutions

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Hobsons Technology Solution

A solution that uniquely addresses the breadth of the student lifecycle.

PRE-PROSPECT

PROSPECT APPLICANT ADMIT ENROLLED CURRENT STUDENT

GRADUATE

STUDENT LIFECYCLE MANAGEMENT

INTELLIWORKS

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Intelliworks SLM• 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

Hobsons Intelliworks Student Lifecycle Management (SLM) Solution

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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

Questions?

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Contact us with any questions:

Glenn EvansTechnology Solutions - Account Executive513.766.7139Glenn.Evans@hobsons.com

Kelli LagemannMarketing Solutions – Account Executive513.354.7864 Kelli.Lagemann@hobsons.com