New Student Survey and Research Insights: Defining a ...€¦ · Insights: Defining a Student...
Transcript of New Student Survey and Research Insights: Defining a ...€¦ · Insights: Defining a Student...
New Student Survey and Research Insights: Defining a Student Experience that Promotes Student Success
Welcome!
Jim Fong
Director, Center for Research and Marketing Strategy
UPCEA
Christina Fleming
VP, Marketing & Enrollment ServicesBlackboard@bbfleming
Objectives for Today
Share insights from new original research
Explore expectations of the student experience by generation
Discuss common practices in marketing, enrollment & student services
Evaluate whether those practices align with student expectations
Identify ways in which practices can be improved to drive student success
FICTION✕FACT✓1. Email is a dying form of communication for Millennials
FICTION✕FACT✓2. Generation Z views online learning as the preferred modality
FICTION✕FACT✓3. Badging is just a trend among goal-seeking Millennials
FICTION✕FACT✓4. Academic advising is the most critical factor in student success
FICTION✕FACT✓5. E-mail follow-up to a lead is enough and should happen within a week
⎯ ANSWERS AT THE END ⎯
Generational shifts
75MILLION
TRADITIONALISTS PRE 1946
Traditional Students
Everyone else!
BABY BOOMERS 1946 - 196480MILLION
GENERATION X 1965 - 197960MILLION
MILLENNIALS 1980 - 199582+MILLION
GEN EDGE/GEN Z 1996 - TBDTBD
Our Working Assumption
Different generations have different expectations of the student experience…
Therefore, these differences should inform how we deliver upon enrollment growth and overall student success.
Research Methodology
UPCEA and Blackboard jointly developed the survey instrument
Blackboard sponsored the acquisition of a national panel of 18 to 35 year olds
Panel came from ResearchNow, one of the leading Internet research companies
In total, 1,080 individuals were surveyed online
↓↓
↓↓
Survey Demographics
Married, 36%
Single, 64%
Male, 46%Female,
52%
Prefer to self-describe, 2%
Renting a home or
apartment, 50%
Own a residence or paying a
mortgage, 31%
Living for free in someone else’s primary residence,
19%
64% Single↓ 52% Female↓ 50% Renting↓
Marital Status Gender Own/Rent Home
Employment Demographics
76% Employed↓ 80% Happy with job↓ 30% Not using degree↓
Employment Status Happiness with Current Job Using Degree in Current Job?
Very happy, 42%
Somewhat happy, 38%
Neither happy nor unhappy,
12%
Somewhat unhappy, 7% Very unhappy,
3%
Employed full-time,
58%Employed part-time,
18%
Not employed but seeking,
14%
Not employed, not seeking,
10% Retired, 1%
Yes, 25%
Somewhat, 23%No, 30%
I do not have a degree, 23%
How the Study Generationally Mapped Out
10%
Gen-Z | 18-20 years old
69%
Millennials | 21-35 years old
21%
Gen-X | 36-40 years old
11
Gen Z
10%
Gen-Z | 18-20 years old
Work full or part-time59%
Single93%
Rent a home/apartment56%
58% Female
12
Millennials
69%
Millennials | 21-35 years old
Work full-time60%
Single67%
Rent a home/apartment53%
52% Female
13
Gen XWork full-time69%
Married60%
Own a home/residence53%
53% Male
21%
Gen-X | 36-40 years old
The 5 P’s of Higher Ed Marketing
P R O G R A M S P R O G R E S SP L A C E M E N T P R O M O T I O NP R I C E
$
Programs
P R O G R A M S
Current Situation
Continuing education units have typically focused on bachelor’s degree completion and professional master’s.
Many students may need an alternative to advance their education
50%
Earned at least a Bachelor’s degree
Badge/Noncredit/MOOC Certificate (Credit/non-credit, Stackable) Bootcamp Degree completion
Degree completion
50%
Earned less than a Bachelor’s degree
56%
High school diploma or tech/assoc. degree
44%
Some college, but did not finish
71%Currently not enrolled in a college/university
29%Currently enrolled in a college/university
65%Currently not enrolled in a college/university
35%Currently enrolled in a college/university
Badge/Noncredit/MOOC Certificate (Credit/non-credit, Stackable) Degree completion
MOOC Graduate degree Post-baccalaureate certificate Badge/Non-credit
OP
PO
RT
UN
ITY
Survey Respondents
100%
9%
10%
7%
7%
8%
5%
18%
20%
16%
33%
34%
32%
34%
28%
40%
Total
Never earned abadge/certificate before
Earned a badge/certificatebefore
How interested are you in earning an educational, professional, or skill-based certificate or badge in the future?
11%
10%
10%
5%
4%
8%
5%
8%
8%
24%
19%
15%
14%
16%
30%
31%
32%
36%
42%
27%
34%
34%
37%
36%
Gen X
Mil-O
Mil-M
Mil-Y
Gen Z
Very uninterested Somewhat uninterested Neither interested nor uninterested Somewhat interested Very interested
49%
31%
49%
59%
All Gen Z Gen M Gen X
Have you ever earned a badge/certificate/from a college, university, or professional organization? (% Saying Yes)
Lifelong learning is an old term, but is even more relevant with the new adult learner
Survey Results: All Respondents, By Generation
Diversify through offerings that are not solely dependent on one credential
Online representations of skills learned by students,
typically with visual iconography
Digital Badges
Credentials typically issued to students who have completed significant
programs of study that do not culminate in a degree
Certificates
Granular, digitally presented certifications offering
evidence that an individual has mastered a specific skill
or area of knowledge
Micro-Credentials
Placement
Current Situation
Most institutions primarily invest in on-ground learning despite declines in the traditional student population.
P L A C E M E N T
20
7%
9%
11%
3%
8%
10%
5%
11%
6%
12%
14%
9%
17%
8%
30%
31%
29%
32%
28%
43%
36%
55%
30%
54%
Total
Never taken online non-creditcourse
Taken online non-creditcourse
Never taken online class fromcollege/university
Taken online class fromcollege/university
How willing would you be to take an online class in the future?
Very unwilling Somewhat unwilling
Neither willing nor unwilling Somewhat willing
Very willing
Openness to online learning is significant
53%Have taken an online course from a college or university
↓
35%Have taken an online non-credit/corporate type of class
↓
Survey Results: All Respondents
7%
7%
6%
11%
8%
9%
8%
11%
12%
16%
12%
4%
30%
21%
32%
39%
43%
48%
42%
35%
Total
Gen X
Gen M
Gen Z
How willing would you be to take an online class in the future?
Very unwilling Somewhat unwilling Neither willing nor unwilling
Somewhat willing Very willing
53%
46%
56%
45%
All Gen Z Gen M Gen X
Have you ever taken an online class from a college or university? (% Saying Yes)
New modalities of learning are expected by adult learners
Survey Results: All Respondents, By Generation
Price
Current Situation
Most students struggle with finding answers to critical questions about tuition, fees, and financial aid options.
P R I C E
$
23
Cost and Financial Aid Remain Top Barriers
Gen Z (18 to 20)
Millennials-Y(21 to 25)
Millennials-M(26 to 30)
Millennials-O(31 to 35)
Gen X(36 to 40)
Cost was too high 33% 44% 46% 19% 30%
Lack of financial aid 33% 27% 46% 17% 18%
Already had a job 0% 8% 0% 23% 23%
Didn't know major 50% 19% 14% 21% 8%
Didn't fit in 17% 12% 7% 6% 15%
Difficulty with courses/material 0% 23% 21% 15% 3%
Parents didn't go 17% 4% 4% 0% 5%
More important responsibilities 33% 46% 18% 40% 33%
Not convenient 17% 8% 11% 11% 8%
Other 50% 23% 14% 17% 20%
Gen Z (18 to 20)
Millennials-Y(21 to 25)
Millennials-M(26 to 30)
Millennials-O(31 to 35)
Gen X(36 to 40)
Cost was too high 45% 33% 34% 47% 31%
Lack of financial aid 27% 22% 21% 28% 20%
Already had a job 18% 22% 19% 21% 21%
Didn't know major 27% 25% 23% 21% 13%
Didn't fit in 9% 8% 6% 2% 11%
Difficulty with courses/material 18% 0% 17% 2% 5%
Parents didn't go 0% 0% 4% 6% 2%
More important responsibilities 18% 33% 26% 38% 33%
Not convenient 27% 3% 11% 9% 7%
Other 0% 22% 19% 13% 18%
Why did you discontinue your program? (Some college, but did not finish)
Why did you decide not to go to college? (High school diploma, but no college)
24
Affordability is by far the top attribute in selecting an institution
3%
25%
41%
25%
6%
14%
47%
18%
12%
31%
24%
66%
Other
Availability of online courses/programs
Location
Career placement rates
Sports and extracurricular activities
Campus life
Program offerings
Caliber of faculty
Size of the institution
Overall reputation and ratings
Convenience
Affordability
What are the most important factors or attributes that you will consider when deciding on a college or university?
66%Cite affordability as most important in choosing an institution
↓
25
Affordability ranked highest with Gen Z and Millennial 31 to 35 year olds
All Gen Z(18 to 20)
All Mil-Y(21 to 25)
All Mil-M(26 to 30)
All Mil-O(31 to 35)
All Gen X(36 to 40)
Affordability 71% 68% 67% 70% 60%Convenience 20% 25% 19% 27% 29%Overall reputation and ratings 32% 35% 31% 30% 27%Size of the institution 20% 14% 13% 9% 7%Caliber of faculty 9% 14% 22% 19% 19%Program offerings 39% 51% 50% 46% 45%Campus life 26% 21% 15% 5% 7%Sports and extracurricular activities 12% 9% 9% 3% 3%Career placement rates 28% 27% 28% 23% 21%Location 48% 48% 38% 35% 36%Availability of online courses and/or programs 11% 19% 24% 31% 35%Other 2% 2% 2% 3% 4%
26
Financial aid services were viewed as most important to student success and completion
3%
9%
21%
25%
5%
13%
14%
13%
59%
37%
17%
53%
Other
Housing
Personal wellness
Distance education and online learning
Sports and extracurricular activities
Campus life and social programs
Safety and security
Technology help
Financial aid and scholarship services
Career services
Enrollment and re-enrollment support
Academic advising and support
Of the student activities listed below, which do you believe will be the most important to your educational success and the completion of a degree?
59%Cite financial aid services as most important to success
↓
53%Say academic advising and support are most important
↓
27
But, those services scored the worst in terms of experience across all generations
32%Report financial aid services are the most negative experience at college
↓All Gen Z(18 to 20)
All Mil-Y(21 to 25)
All Mil-M(26 to 30)
All Mil-O(31 to 35)
All Gen X(36 to 40)
Classes/faculty 17% 13% 9% 8% 11%
Academic advising and support 8% 21% 22% 19% 19%
Enrollment and re-enrollment support 8% 16% 11% 8% 8%
Career services 10% 19% 25% 19% 19%
Financial aid and scholarship assistance 29% 32% 37% 23% 29%
Technology help 23% 12% 9% 6% 9%
Safety and security 7% 11% 10% 6% 5%
Campus life/social programs 17% 5% 10% 12% 12%
Sports/extracurricular activities 13% 8% 6% 4% 6%
Distance education/online learning 18% 13% 12% 6% 8%
Personal wellness 12% 10% 12% 6% 9%
Housing 28% 22% 19% 12% 14%
Other 8% 11% 10% 6% 14%
Survey Results: Current and Past College Students
Invest in Financial Aid and Student Services that help students through cost concerns
People: Have a team of highly skilled advisors to provide consistent and timely answers
Technology: Streamline and automate processes for advisors and provide self-service to students
Data: Have critical, real-time insight into interactions, student satisfaction, and student risk
Promotion
Current Situation
Institutions sometimes take a one-sided, one-size-fits all approach to communications and messaging
P R O M O T I O N
30
Gen Z (18 to 20)
Mil-Y(21 to 25)
Mil-M(26 to 30)
Mil-O(31 to 35)
Gen X(36 to 40)
Clear/complete info about tuition and costs
74% 67% 66% 67% 69%
Personal outreach from an advisor 25% 32% 33% 29% 26%
Insightful details about the program/curriculum
58% 60% 61% 56% 55%
Impressive information about the faculty 21% 28% 29% 24% 20%
Details about college life, sports, extracurriculars
39% 30% 21% 15% 13%
Connections with other students 21% 26% 21% 15% 15%
Networking opportunities 28% 29% 25% 29% 24%
Customized/unique communications 18% 17% 17% 17% 18%
Other 2% 3% 4% 6% 8%
Specifics matter particularly around costs and curriculum
Survey Results: All Respondents, By Generation
6%
27%
6%
15%
10%
11%
7%
19%
6%
16%
13%
11%
6%
13%
23%
17%
24%
22%
19%
18%
6%
29%
19%
31%
25%
32%
29%
35%
15%
49%
12%
39%
20%
23%
30%
34%
74%
Search for online ratings and reviews
Leave a question for visitors on the college's or university'ssocial media site
Talk with a family member, friend, or co-worker
Call someone at the college or university
Email someone at the college or university
Look for information on the college's or university's socialmedia site
Fill out a request for more information via the college's oruniversity's website
Browse the college's or university's website for information
22%
13%
9%
6%
7%
21%
5%
18%
10%
10%
8%
11%
24%
10%
21%
21%
17%
18%
5%
29%
21%
35%
27%
34%
34%
36%
16%
59%
13%
48%
21%
26%
33%
32%
77%
Gen Z likely to more extensively research choices
All Respondents Gen-Z
Survey Results: All Respondents
Personalized, multi-modal communication drives a deeper connection
Know your personas by audience
1
Build customized mobile-friendly outreach
2
Invest in your website3
Offer content on social media4
Progress
Current Situation
Many departments focus on driving leads but fall short in nurturing those leads through to enrollment
P R O G R E S S
78%
29%25%
19%17%
11%
77%
39%
28%
24%27%
14%
78%
27%24%
20%17%
12%
75%
29%
23%
15%12%
6%
Email Over the phone Online livechat Traditional mail Text message Social media
Which method of communication do you prefer for interacting with a college or university during application and enrollment?
All Gen Z Gen M Gen X
Email is actually NOT dead!
Survey Results: All Respondents, By Generation
84%
52%
32%
16%
28%24%
56%
24%
44%
20%
12%8%
72%
19%21%
28%26%
19%
66%
40%
16%
29%
13%
5%
Email Over the phone Online livechat Traditional mail Text message Social media
Which method of communication do you prefer for interacting with a college or university during application and enrollment?
Millennials - Y Millennials - M Millennials - O Gen X
Email and phone offer opportunity to re-engage with stop-outs
Survey Results: Stopped College, By Generation
36
7%
44%
31%
15%
2%
Within 4 hours Within 24 hours Within 2 days Within a week Over a week later
If you left a voicemail for or sent an email to a college or university, how quickly would you expect to receive a response?
Expectations are high for follow-up
75%Expect a response to a voicemail or e-mail within 24-48 hours
↓
Survey Results: All Respondents
How important would the following be? (% saying somewhat or very important)
Survey Results: All Respondents, By Generation
92%88%
58%
83%78%
44%
78%73%
51%
77% 74%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Receiving an email reply from the college oruniversity
Receiving a call back from the college or university Receiving a response on social media from thecollege or university
Millennials - Y Millennials - M Millennials - O Gen X
Email and phone responses are critical and social media is not to be ignored
Nurturing and follow-through secure the return on your marketing investment
Plan: Identify outreach activities that will occur regularly, up to 18 months from time of inquiry
2
Segment: Divide enrollment process by funnel stage, persona, and possibly program/offering
1
Track: Optimize your messaging, modalities, timing, and pacing based on results3
FICTION✕FACT✓1. Email is a dying form of communication for Millennials
FICTION✕FACT✓2. Generation Z views online learning as the preferred modality
FICTION✕FACT✓3. Badging is just a trend among goal-seeking Millennials
FICTION✕FACT✓4. Academic advising is the most critical factor in student success
FICTION✕FACT✓5. E-mail follow-up to a lead is enough and should happen within a week
FICTION✕FACT✓1. Email is a dying form of communication for Millennials
FICTION✕FACT✓2. Generation Z views online learning as the preferred modality
FICTION✕FACT✓3. Badging is just a trend among goal-seeking Millennials
FICTION✕FACT✓4. Academic advising is the most critical factor in student success
FICTION✕FACT✓5. E-mail follow-up to a lead is enough and should happen within a week
⎯ ANSWERS ⎯
Wrap-up