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2016 May GrayReports - Demand Trends in Higher Education
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2016 June GrayReports - Demand Trends in Higher Education

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June generally underperformed.
- Inquiry volumes fell 7%.
– Both on-campus and online declined.
- One of the few bright spots this month was that Branded grew 36%.
- Conversions of March inquiries were down 16% YoY.
– However, conversions of March online inquiries were up 1%.
– It is too early to tell if April 2016 will reach last year’s levels.
- After a decrease last month, average inquiry prices increased, and were once again over $45.
- Last quarter: Higher degree levels were flat; Associate’s fell 29%

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2016 June GrayReports - Demand Trends in Higher Education

  1. 1. GRAYREPORTS Demand for Higher Education Programs www.GrayAssociates.com Results through June 2016
  2. 2. 617.366.2838 www.GrayAssociates.com 2 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Who Is Gray? GrayData Employment BLS/O*NET Placement Rates Gray Research Student Inquiries GrayReports Demographics US Census Job Postings CEB TalentNeuron Programs Price ProjectsPlace §  Program portfolio strategy §  Program Profiles §  Program development §  City targeting §  Location selection §  Campus consolidation §  Price elasticity §  Price positioning §  Price optimization §  Business strategy §  Strategy implementation §  Acquisition analysis §  Complex analytics Advanced Analytics Predictive Models Geo-Analytics Clients: Higher Education Institutions and Stakeholders Competition IPEDS+ Program Evaluation System §  Custom Scoring §  Scorecards -  By Program -  By Market -  100+ Markets -  1,000+ Programs Enhanced Crosswalks
  3. 3. 617.366.2838 www.GrayAssociates.com 3 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com What Is GrayReports? GrayReports tracks demand for higher education. §  Today’s webinar and monthly industry trend reports are free. §  Paid subscribers have online access to detailed data for their programs and markets. §  The demand data is incorporated into our Program Evaluation System. Over 45 million qualified inquiries January 2012 to the present Over 700,000 new inquiries in June 2016 Nearly 200 programs with over 10,000 inquiries Over 700 metro areas with over 10,000 inquiries
  4. 4. 617.366.2838 www.GrayAssociates.com 4 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  5. 5. 617.366.2838 www.GrayAssociates.com 5 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National Inquiries All Programs and Award Levels 2014 2015 2016 Overall Student Inquiries (All Sources) In June, inquiry volumes dropped 7% year-over-year. §  Inquiries have decreased every month in 2016. §  However, June had the smallest year-over-year decline so far this year. -7% YoY
  6. 6. 617.366.2838 www.GrayAssociates.com 6 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Branded Inquiries Branded inquiries jumped 36% in June. 0 50,000 100,000 150,000 200,000 250,000 300,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National Branded Inquiries All Programs and Award Levels 2014 2015 2016 +36% YoY
  7. 7. 617.366.2838 www.GrayAssociates.com 7 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com External Inquiries: Overall Results External inquiries have fallen every month this year, by an average of 15% year-over-year. §  In June, external inquiries plummeted 22%. §  This was the lowest monthly volume in 2016. -22% YoY 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National External Inquiries All Programs and Award Levels 2014 2015 2016
  8. 8. 617.366.2838 www.GrayAssociates.com 8 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry to Application: Overall Conversion Rates In 2014 and 2015, conversion rates were volatile. §  Since Q1 2014, quarterly rates have risen as little as 0% and as much as 20%. §  They appear to be stabilizing at Q1 2014 levels. 80 85 90 95 100 105 110 115 120 125 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Overall Inquiry Conversion Rates: Trends (Indexed to Q1 2014) 1.  Applications are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January inquiry). Typically, the application rate will rise for at least three months after the month in which the inquiries were received. 2.  Total includes unknown source type. +11% +20% +0%
  9. 9. 617.366.2838 www.GrayAssociates.com 9 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry to Application: Conversion Rates for Branded Inquiries In Q1 2016, conversion rates reached their lowest point in over two years. §  Branded inquiries are inquiries that come directly to institutions (e.g., school websites and call centers). §  Conversion rates have been falling, from 9% to 7%, or less. §  As schools have worked to get more branded inquiries, average quality has fallen. 9.0% 8.2% 8.3% 8.2% 7.0% 7.2% 8.4% 7.0% 6.6% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Branded Inquiries: Conversion Rates
  10. 10. 617.366.2838 www.GrayAssociates.com 10 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry to Application: Conversion Rates for External Inquiries After trending up into mid-2015, external inquiry conversion rates have dropped to about 2%. §  External inquiries are inquiries that are generated by third parties, often referred to as PPI inquiries. §  Institutions have been turning to higher-quality inquiry providers, driving up conversion rates. §  Schools need admissions channels that can cost-effectively manage these “lower-octane” inquiries. 1.8% 2.0% 2.1% 2.2% 2.1% 2.3% 2.5% 1.9% 2.1% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 External Inquiries: Conversion Rates
  11. 11. 617.366.2838 www.GrayAssociates.com 11 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Student Inquiry Conversions (All Sources) For March inquiries, total student conversions crashed 16% year-over-year. §  This is the worst decline we’ve seen so far this year. §  Conversions of April inquiries have a lot of ground to make up to reach last year’s levels. 1.  Applications are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January inquiry). Typically, the application rate will rise for at least three months after the month in which the inquiries were received. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Inquiry Conversions All Programs and Award Levels 2014 2015 2016 -16% YoY Immature Months1
  12. 12. 617.366.2838 www.GrayAssociates.com 12 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 $41.72 $41.81 $41.70 $42.45 $40.94 $44.23 $44.25 $44.00 $45.34 $45.43 $44.79 $42.18 2015 $43.10 $43.50 $43.70 $43.61 $43.80 $43.63 $45.07 $44.75 $45.24 $44.92 $44.67 $44.75 2016 $45.11 $45.91 $44.79 $44.85 $42.48 $45.06 $30 $32 $34 $36 $38 $40 $42 $44 $46 $48 Average Price per Inquiry for PPI All Programs and Award Levels Average Price for Pay-per-Inquiry In June, the price of an external inquiry increased 3% year-over-year. §  This is unfortunate after having our first YoY decrease of 2016 last month. §  In the first six months of 2016, the average price for paid inquiries are up almost 3% year-over-year. Note: PPI means“Pay per Inquiry.” Inquiry price is the average price per inquiry from PPI. +3%
  13. 13. 617.366.2838 www.GrayAssociates.com 13 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  14. 14. 617.366.2838 www.GrayAssociates.com 14 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiries for Online Programs Education Industry Inquiries: YOY Percent ChangeSo far this year, inquiries for online programs have fallen 6% year-over-year. •  June finished 8% lower year-over-year. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Inquiries Inquiries for Online Programs All Programs and Award Levels 2014 2015 2016 -6% -8% YoY
  15. 15. 617.366.2838 www.GrayAssociates.com 15 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry to Application: Conversion Rates for Online Programs Conversion rates for inquiries for online programs are returning to 2014 levels. §  Conversion rates have mostly ranged between 2.4% and 2.9% over the past two years. §  After a spike to 3.4%, conversion rates have returned to 2.6% 1.  Conversions are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January conversion). Typically, conversion rates will rise for at least three months after the inquiries were received. 2.0% 3.0% 2.8% 2.5% 2.4% 2.4% 3.4% 2.9% 2.6% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Conversion Rate Trends for Online Programs
  16. 16. 617.366.2838 www.GrayAssociates.com 16 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiry Conversions for Online Programs Conversions for online programs grew 1% in March. §  This was the first increase in 2016. ─  April and May are likely to reach last year’s levels. ─  For June, it is too soon to tell. 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Inquiry Conversions for Online Programs All Programs and Award Levels 2014 2015 2016 Immature Months1 +1% YoY 1.  Conversions are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January conversion). Typically, conversion rates will rise for at least three months after the inquiries were received.
  17. 17. 617.366.2838 www.GrayAssociates.com 17 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiries for On-Campus Programs Student inquiries for on-campus higher education programs dropped 13% year-over-year. §  The first six months of 2016 have all fallen below year-ago and 2014 levels. §  Inquiries for on-campus programs are down 12% so far in 2016 compared to 2015. 2012 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Inquiries Inquiries for On-Campus Programs All Programs and Award Levels 2014 2015 2016 -13% YoY 1.  Conversions are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January conversion). Typically, conversion rates will rise for at least three months after the inquiries were received.
  18. 18. 617.366.2838 www.GrayAssociates.com 18 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com 4.3% 4.1% 4.4% 4.7% 3.8% 3.6% 3.7% 3.5% 3.6% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Conversion Rate Trends for On-Campus Programs Inquiry to Application: Conversion Rates for On-Campus Programs Conversion rates for on-campus program inquiries have been stable since Q1 2015. §  For 2014 inquiries, conversion rates for on-campus programs ranged from 4.1% to 4.7%. §  For 2015 inquiries, conversion rates were substantially lower: 3.5% to 3.8%. §  Q1 2016 inquiries converted at a rate more consistent with the 2015 norm. 1.  Applications are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January inquiry). Typically, the application rate will rise for at least three months after the month in which the inquiries were received.
  19. 19. 617.366.2838 www.GrayAssociates.com 19 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiry Conversions for On-Campus Programs Conversions for on-campus programs continued to decline—down 14% YoY in March. §  The immature months (April, May, June) look more promising. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Inquiry Conversions for On-Campus Programs All Programs and Award Levels 2014 2015 2016 -14% YOY Immature Months1 1.  Conversions are counted in the month in which the inquiry was received (i.e., an inquiry that is received in January and converts in March will be counted as a January conversion). Typically, conversion rates will rise for at least three months after the inquiries were received.
  20. 20. 617.366.2838 www.GrayAssociates.com 20 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  21. 21. 617.366.2838 www.GrayAssociates.com 21 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiries: The Big 5 Cities Only one of The Big 5 cities grew year-over-year. §  Philadelphia grew 7% in June. §  Once again, Chicago had the largest decline. -26% -9% -31% 3% -14% 7% -16% -31% -34% -41% -50% -40% -30% -20% -10% 0% 10% Philadelphia, PA New York, NY Los Angeles, CA Atlanta, GA Chicago, IL Top Five Cities for Inquiries Since January 2012 Year-over-Year Change in June Inquiries 2015 YoY % Change2 2016 YoY % Change Note: The market for each city is defined as a 15-mile radius around the population center of its CBSA.
  22. 22. 617.366.2838 www.GrayAssociates.com 22 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com The Big 5 Programs: June Growth Only one of The Big Five programs grew in June. §  Registered Nursing grew 4% year-over-year. §  Criminal Justice/Police Science decreased slightly. §  Medical Assistant dropped 10%. §  Business Administration dropped over 25% at the Bachelor’s and Associate’s levels. 4% -5% -10% -26% -36% -40% -35% -30% -25% -20% -15% -10% -5% 0% 5% 10% Registered Nursing (ADN, BSN) Criminal Justice Medical Assistant Business Admin: Bachelors+ Business Admin: Associate Five Largest Programs Since January 2012 Year-over-Year Change in June Inquiries 2016 YoY % Change
  23. 23. 617.366.2838 www.GrayAssociates.com 23 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com -10% 40% 478% 422% 411% 62% 60% 55% -50% 50% 150% 250% 350% 450% 550% Welding Psychology Counseling Truck and Bus Driver/CDL Computer Programming Organizational Leadership The Fast 5 Programs Year-over-Year Change in June Inquiries 2015 YoY % Change 2016 YoY % Change The Fast 5 Programs: The Higher Education Programs with the Fastest Inquiry Growth Two new programs showed up in the five fastest-growing programs1. §  Both Welding and Counseling Psychology increased over 400% in June2. §  The other three programs grew more than 55% in June. 1.  Includes only the top 75 programs (ranked on total inquiry volume since January 2012). 2.  May reflect competitive marketing, or reporting by Gray’s data suppliers.
  24. 24. 617.366.2838 www.GrayAssociates.com 24 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com In addition to inquiries, a program evaluation requires data on competition, jobs, wages, and degree fit. Organizational Leadership: Philadelphia
  25. 25. 617.366.2838 www.GrayAssociates.com 25 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com The Fast 5 Cities for All Inquiries Four northeast markets were among the five fastest growing cities in June. 1. Includes only the top 75 cities by inquiry volume since January 2012. Data includes a 15-mile radius from the center of the CBSA. -15% -12% -9% -14% -32% 43% 39% 26% 21% 8% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% Boston, MA Providence, RI Hartford, CT New Haven, CT Fresno, CA Five Fastest-Growing Cities for All Inquiries Year-over-Year Change in June Inquiries 2015 YoY % Change 2016 YoY % Change
  26. 26. 617.366.2838 www.GrayAssociates.com 26 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com -29% -19% -18% -11% -6% -4% -4% 0% 0% 8% -40% -30% -20% -10% 0% 10% Associate's Unknown Degree External Campus Certificate Online Doctorate Bachelor's Master's Branded Quarterly Change in Inquiries 2016/2015 (April to June) Inquiry Volumes by Category – Trailing Three Months Only Branded inquiries grew for the quarter. §  Aside from Doctoral degrees, higher level degrees were flat. §  For the quarter, both on-campus and online programs fell.
  27. 27. 617.366.2838 www.GrayAssociates.com 27 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry Volumes by Channel – Trailing Three Months For the most part, branded inquiry channels outperformed external inquiries. §  Social Media continued to be the fastest-growing channel. §  Four different branded inquiry channels grew in the most recent quarter. §  One external channel grew year-over-year for this period. -61% -37% -36% -35% -24% -12% -10% -8% -8% -7% 9% 26% 37% 64% 243% -100% -50% 0% 50% 100% 150% 200% 250% 300% Display: Branded Referral: Branded Email: Branded Offline Media: Branded PPL: External Affiliate: External Interactive: Branded All Other Internal: Branded PPC: Branded PPC - Inbound Call: Branded Website: Branded Inbound Phone: Branded Organic: Branded Affiliate - PPC: External Social Media: Branded Quarterly Change in Inquiries by Channel All Programs and Award Levels (April through June YoY)
  28. 28. 617.366.2838 www.GrayAssociates.com 28 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  29. 29. 617.366.2838 www.GrayAssociates.com 29 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Occupations with the Greatest Growth over the Past Year (Among the Top 100 Largest SOC Occupations) The strongest occupations saw job posting increases of 50% or more. §  Healthcare occupations grew the fastest, with four of the top ten in that field. 25% 25% 27% 28% 29% 35% 40% 42% 72% 86% 0% 10%20%30%40%50%60%70%80%90%100% Pharmacists Teacher Assistants Food Service Managers Automotive Specialty Technicians Elementary School Teachers (Except for Special Education) Pharmacy Technicians Physical Therapists Restaurant Cooks Real Estate Sales Agents Critical Care Nurses Percentage Increase in Job Postings by SOC July 2015-July 2016 vs. Prior Year Year-Over-Year Change Source: CEB TalentNeuron, Gray Analysis. Note that data shown is for all MSAs, so it excludes rural areas. Healthcare
  30. 30. 617.366.2838 www.GrayAssociates.com 30 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Largest Occupations by Job Postings The largest occupation, Registered Nursing, had 1.4 million job postings in the past year. §  Computer-related occupations also ranked high, accounting for four of the top ten. 334,921 344,380 367,595 376,314 402,176 510,921 533,135 543,870 914,463 1,399,827 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Network and Computer Systems Administrators Management Analysts Medical and Health Services Managers Computer System Analysts Computer User Support Specialists Software Developers, Applications Customer Service Representatives Marketing Managers Retail Salespersons Registered Nurses National Job Postings by Standard Occupation Code July 2015 to July 2016 Job Postings (Volume) Source: CEB TalentNeuron, Gray Analysis. Note that data shown is for all MSAs, so it excludes rural areas. Computer-related
  31. 31. 617.366.2838 www.GrayAssociates.com 31 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  32. 32. Effective Higher Education Marketing: Driven by Data Presenter: Richard McCulloch | VP, Client Services & Business Development
  33. 33. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Richard McCulloch – VP, Client Services Tribeca Marketing Group/Rolon Group •  Over 20 years in Campus Operations •  Admissions, Student Development, Campus President •  Markets Served: NY, Boston, NJ, South Florida •  Transitioned to Higher Ed Marketing 2014 •  Newest Service: MAC (Marketing and Admissions Coaching)
  34. 34. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om What does the data offered by Gray & Associates lend to the Higher Education Marketing process? •  Labor Demand/Employment Data – Does the institution have the right programs for the markets they serve? •  Inquiry Costs – How realistic is your marketing budget? •  Inquiry Types – What sources are yielding the best volume and conversion opportunities? •  Regional Metrics – Is your institution strategizing based on the specific needs and characteristics of your service area? •  Overall Higher Ed Trends – Is your marketing message and integrated strategy effectively communicating the value proposition of your institution?
  35. 35. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Goal of Higher Ed Marketing Effectively communicate the value of attending an institution in order to motivate engagement and heighten probability of enrollment.
  36. 36. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Labor Demand Data – Marketing Strategy Video engagement continues to grow on digital platforms and in email marketing. It is important to craft video testimonials from both graduates and employers, especially in high-demand programs.
  37. 37. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Inquiry Costs/Types – Marketing Strategy Investing in assets to supplement internal training and coaching can greatly enhance inquiry conversions and thus maximize marketing ROI
  38. 38. Data by Gray/ Marketing by Tribeca (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Regional Metrics – Marketing Strategy To further prove the value of your institution as the school of choice for students seeking a fulfilling academic experience, partnering with corporations that operate in the industries for which you provide programs of study is an important enhancement that lends itself to marketing.
  39. 39. (866) 255-4955 2001 Hollywood Blvd. Suite 209 Hollywood, FL 33020 www.TribecaMarketingGroup.c om Thank  you  so  much  for  your  /me  and   a2en/on!     Let’s  con/nue  the  conversa/on…   954-­‐495-­‐0932  or  rm@tribecamarke/nggroup.com   www.tribecamarke/nggroup.com    
  40. 40. 617.366.2838 www.GrayAssociates.com 40 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  National Inquiry and Conversion Trends 2.  Inquiries and Conversions: Online vs. On-Campus Programs 3.  Views by Program and Segment 4.  Job Postings 5.  Richard McCulloch - Tribeca Marketing Group 6.  Summary
  41. 41. 617.366.2838 www.GrayAssociates.com 41 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Key Demand Trends and Observations June generally underperformed. §  Inquiry volumes fell 7%. ─  Both on-campus and online declined. §  One of the few bright spots this month was that Branded grew 36%. §  Conversions of March inquiries were down 16% YoY. ─  However, conversions of March online inquiries were up 1%. ─  It is too early to tell if April 2016 will reach last year’s levels. §  After a decrease last month, average inquiry prices increased, and were once again over $45. §  Last quarter: Higher degree levels were flat; Associate’s fell 29% §  Better data and systems are available to support your decisions. ─  Where to focus your marketing—by program and market ─  What programs to Stop, Start, Sustain or Grow
  42. 42. 617.366.2838 www.GrayAssociates.com 42 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Questions and Contacts Please feel free to contact: Bob Atkins CEO Gray Associates, Inc. Bob.Atkins@GrayAssociates.com @Gray_Associates 617.366.2836
  43. 43. 617.366.2838 www.GrayAssociates.com 43 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Upcoming Gray Associates’ Webcast Please join us next month! August Webcast (July Results) Thursday, August 25th at 2:00 PM EDT

June generally underperformed. - Inquiry volumes fell 7%. – Both on-campus and online declined. - One of the few bright spots this month was that Branded grew 36%. - Conversions of March inquiries were down 16% YoY. – However, conversions of March online inquiries were up 1%. – It is too early to tell if April 2016 will reach last year’s levels. - After a decrease last month, average inquiry prices increased, and were once again over $45. - Last quarter: Higher degree levels were flat; Associate’s fell 29%

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