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2011 Inside Higher Ed survey of college and university admissions directors
 

2011 Inside Higher Ed survey of college and university admissions directors

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Key points and insights of Inside Higher Ed's annual survey of admissions directors.

Key points and insights of Inside Higher Ed's annual survey of admissions directors.

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    2011 Inside Higher Ed survey of college and university admissions directors 2011 Inside Higher Ed survey of college and university admissions directors Presentation Transcript

    • 2011 Inside Higher Ed Survey of College & UniversityAdmissions DirectorsPresented by: Darren Wacker-Solution Sales Consultant & Erika Cedergren-Account Manager, Marketing Solutions A Hobsons sponsored research initiative.
    • 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
    • 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
    • Areas of Focus Challenges Over the Next Two-Three Years Recruitment Strategies and Focus Resources and Engagement
    • Challenges in EnrollmentManagement
    • What Are the Two MostImportant Issues You Face?
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding that Rising concerns from Rising concerns from families about tuition and affects the quality and families about tuition and families about tuition and affordability availability of academic affordability affordability 75% programs 60% 79.8% 51.7% Potential cuts in federal Rising concerns from Reduced state funding that Increase competition fromstudent aid programs (Pell families about tuition and affects the quality and institutions in other sectors Grants, etc.) affordability availability of academic (public vs. private, etc.) 23.3% 49.2% programs 25.4% 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell mine Grants, etc.) Grants, etc.) Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24% Student/family concerns Debates over whether higher Increased competition from Increased competition from about student debt ed. prepares graduates who institutions in other sectors other institutions similar to 17.7% can get jobs (public vs. private, etc.) mine 16.1% 16% 22.1%
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding that Rising concerns from Rising concerns fromfamilies about tuition and affects the quality and families about tuition and families about tuition and availability of academic affordability affordability affordability programs 75% 51.7% 60% 79.8% Potential cuts in federal Rising concerns from Reduced state funding that Increase competition from student aid programs (Pell families about tuition and affects the quality and institutions in other sectors Grants, etc.) availability of academic (public vs. private, etc.) affordability 23.3% programs 25.4% 49.2% 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell mine Grants, etc.) Grants, etc.) Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24% Student/family concerns Debates over whether higher Increased competition from Increased competition from about student debt ed. prepares graduates who institutions in other sectors other institutions similar to 17.7% can get jobs (public vs. private, etc.) mine 16.1% 16% 22.1%
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding Rising concerns from Rising concerns from families about tuition and that affects the quality families about tuition and families about tuition and affordability affordability affordability and availability of 75% 60% 79.8% academic programs 51.7% Potential cuts in federal Rising concerns from Reduced state funding Increase competition fromstudent aid programs (Pell families about tuition and that affects the quality institutions in other sectors Grants, etc.) affordability (public vs. private, etc.) and availability of 23.3% 49.2% 25.4% academic programs 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell mine Grants, etc.) Grants, etc.) Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24%
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding Rising concerns from Rising concerns from families about tuition and that affects the quality families about tuition and families about tuition and affordability affordability affordability and availability of 75% 60% 79.8% academic programs 51.7%Potential cuts in federal Rising concerns from Reduced state funding Increase competition from student aid programs families about tuition and that affects the quality institutions in other sectors affordability (public vs. private, etc.) (Pell Grants, etc.) and availability of 49.2% 25.4% 23.3% academic programs 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs student aid programs student aid programs mine (Pell Grants, etc.) (Pell Grants, etc.) (Pell Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24%
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding that Rising concerns from Rising concerns from families about tuition and affects the quality and families about tuition and families about tuition and affordability availability of academic affordability affordability 75% programs 60% 79.8% 51.7% Potential cuts in federal Rising concerns from Reduced state funding that Increase competition fromstudent aid programs (Pell families about tuition and affects the quality and institutions in other sectors Grants, etc.) affordability availability of academic (public vs. private, etc.) 23.3% 49.2% programs 25.4% 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell mine Grants, etc.) Grants, etc.) Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24%Student/family concerns Debates over whether higher Increased competition from Increased competition from about student debt ed. prepares graduates who institutions in other sectors other institutions similar to can get jobs (public vs. private, etc.) mine 17.7% 16.1% 16% 22.1%
    • Issues/Challenges in the Next 2-3 Years
    • Issues/Challenges in the Next 2-3 Years
    • Issues/Challenges in the Next 2-3 Years All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate Rising concerns from Reduced state funding that Rising concerns from Rising concerns from families about tuition and affects the quality and families about tuition and families about tuition and affordability availability of academic affordability affordability 75% programs 60% 79.8% 51.7% Potential cuts in federal Rising concerns from Reduced state funding that Increase competition fromstudent aid programs (Pell families about tuition and affects the quality and institutions in other sectors Grants, etc.) affordability availability of academic (public vs. private, etc.) 23.3% 49.2% programs 25.4% 28%Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell mine Grants, etc.) Grants, etc.) Grants, etc.) 22.1% 34.7% 28% 23.7%Increased competition from Increased competition from Increased competition from Student/family concernsinstitutions in other sectors institutions in other sectors other institutions similar to about student debt (public vs. private, etc.) (public vs. private, etc.) mine 22.8% 20.9% 16.9% 24%Student/family concerns Debates over whether higher Increased competition from Increased competition from about student debt ed. prepares graduates who institutions in other sectors other institutions similar to can get jobs (public vs. private, etc.) mine 17.7% 16.1% 16% 22.1%
    • RecruitmentStrategies and Focus
    • Where is the focus?Have you increased your focus on any of the following student types?
    • Points for Consideration Changing Mission or Economic Reality? Changing focus regarding international recruiting and tuition
    • Where is the focus?Have you increased your focus on any of the following student types?
    • 2010 2011
    • Where is the focus?Have you increased your focus on any of the following student types?
    • Different Students, Different Admissions Criteria?
    • Do Students in Selected Groups, on Average have LowerGrades and Scores than other applicants? Percentage Reporting “Yes” 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 11.1% 18.2% 14% balance) Woman (for gender 2.7% 4.5% .9% balance) Full-Pay Student 10% 0% 19.3%International Students 15.4% 4.5% 12.4%
    • Do you agree with the practice by YOUR institution of AdmittingStudents in Selected Groups Who May have Lower Grades and Scoresthan regular applicants? Percentage Reporting “Yes” 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 90.7% 85.7% 88.9% balance) Woman (for gender 92% 80% 90% balance) Full-Pay Student 92% 100% 94%International Students 91% 80% 92%
    • Resources andEngagement
    • Which Information Resources are mosteffective? All 4-Year Community Public Private Institutions Colleges Baccalaureate Baccalaureate College Counselors at Financial Aid Websites College Counselors at College Counselors at private high schools 48.3% private high schools private high schools 51.8% 41.7% 57.5%Financial Aid/Scholarship College counselors at Financial Aid/Scholarship Financial Aid/Scholarship Websites (FAFSA, public high schools Websites WebsitesFastWeb, Finaid.org, etc.) 45.2% 40% 35.7% 28.8% Social Media Sources College Counselors at Social Media Sources Independent/Private (Facebook, College private high schools 28% college counselors Confidential, etc.) 31.3% 31.3% 24.9% Independent/Private Social Media Sources College counselors at Social Media Sources college counselors 29.8% public high schools 26.3% 22.4% 24% Data-driven college College counselors at job Independent/Private Data-driven college counseling tools placement centers college counselors counseling tools (Naviance, etc.) 22.3% 12.5% (Naviance, etc.) 19.6% 21.1%
    • Top Three Sources or Tools…. Developing an Interest in a College All Senior JuniorFriends 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%
    • The Search/Application Process-What do you believe?
    • Preferred means of communication?
    • Conclusion: Additional Data We have reduced the role of standardized test in admissions over the past five years.Strongly Disagree 23.7%Disagree 48.5%Agree 18.7%Strongly Agree 8.1% Standardized tests (SAT, ACT) should be optional for students who apply to my campus. Strongly Disagree 26.6% Disagree 48.8% Agree 16.3% Strongly Agree 8.3%
    • Conclusion: Additional Data Social Media play an important role in our outreach efforts to prospective students.Strongly Disagree 3.8%Disagree 22%Agree 51.3%Strongly Agree 22.9% I am feeling more confident about our admissions efforts and enrollment prospects versus 2009. Strongly Disagree 4.7% Disagree 21.8% Agree 47.1% Strongly Agree 26.5%
    • Conclusion Hobsons University July in Nashville, TN
    • Darren WackerHobsons Solution Sales Account Executive507-469-1862 (direct)513-354-7808 (office)dwacker@hobsons.com (email)Erika CedergrenHobsons Account Manager, Marketing Solutionsecedergren@hobsons.com (email)