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2016 October GrayReports - Demand Trends in Higher Education

After two strong months, October generally underperformed.
- Inquiry volumes fell 11%.
- Branded inquiries continued to grow, but Online inquiries shrank.
- Inquiries are converting much later than in past years.
- Conversion rates are getting better. Q3 is already higher than Q2.
- Average inquiry prices were flat.
- Growth rates for Certificate programs outperformed higher degrees.
- Affiliate PPC was the fastest growing channel, followed by Social.
- Healthcare and software are large and fast-growing fields for jobs.

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2016 October GrayReports - Demand Trends in Higher Education

  1. 1. GRAYREPORTS Demand for Higher Education Programs www.GrayAssociates.com Results through October 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? Program and Market Evaluation Data 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+ Gray’s Program Evaluation System is available as a SaaS solution. Enhanced Crosswalks
  3. 3. 617.366.2838 www.GrayAssociates.com 3 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  Summary
  4. 4. 617.366.2838 www.GrayAssociates.com 4 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Student Inquiries (All Sources) We will share data from 2014, 2015, and 2016. §  GrayReports covers January 2012 through the present. §  We add between 700,000 to 1 million qualified inquires to the dataset each month. 0.00 200,000.00 400,000.00 600,000.00 800,000.00 1,000,000.00 1,200,000.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National Inquiries All Programs and Award Levels 2014 2015 2016
  5. 5. 617.366.2838 www.GrayAssociates.com 5 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Student Inquiries (All Sources) Inquiries have decreased an average of 9% year-over-year in 2016. 0.00 200,000.00 400,000.00 600,000.00 800,000.00 1,000,000.00 1,200,000.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National Inquiries All Programs and Award Levels 2014 2015 2016 -9%
  6. 6. 617.366.2838 www.GrayAssociates.com 6 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Student Inquiries (All Sources) After improving in August and September, October, inquiry volumes decreased 11%. 0.00 200,000.00 400,000.00 600,000.00 800,000.00 1,000,000.00 1,200,000.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National Inquiries All Programs and Award Levels 2014 2015 2016 -11% YoY
  7. 7. 617.366.2838 www.GrayAssociates.com 7 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Branded Inquiries After 4 straight months of double-digit growth rates, branded inquiries are up only 4%. §  This is the sixth consecutive month of growth in branded inquiries for higher education programs. §  The average monthly growth rate for branded inquiries in 2016 is 8%. 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 National Branded Inquiries All Programs and Award Levels 2014 2015 2016 +4% YoY
  8. 8. 617.366.2838 www.GrayAssociates.com 8 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com External Inquiries: Overall Results External (or PPL) inquiries in higher education have dropped an astonishing monthly average of 14.6% in 2016. §  In October, external inquiries fell 15.5%. 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 14.6% -15.5% YoY
  9. 9. 617.366.2838 www.GrayAssociates.com 9 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 1% and as much as 22%. 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 Q2 2016 Q3 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% +22% +1%
  10. 10. 617.366.2838 www.GrayAssociates.com 10 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com 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 Q2 2016 Q3 2016 Overall Inquiry Conversion Rates: Trends (Indexed to Q1 2014) Inquiry to Application: Overall Conversion Rates In 2016, conversion rates seem to be stabilizing, close to 2014 levels. §  Q3 2016 is not fully matured and is already greater than last quarter and 7% above the Q1 2014 level. §  Rates may be stabilizing 5-10% above our baseline. 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. +7%
  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 July inquiries, total conversions fell 20% year-over-year. §  In our analysis, inquiries are converting more slowly than in prior years. ─  For example, last month, June conversions improved from a 13% to 12% decline. §  Over time, conversions in September and October have the potential to reach 2015 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. Immature Months1 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 -20% YoY
  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 $42.47 $44.97 $44.39 $44.53 $45.15 $44.82 $- $- $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 The average price of an External inquiry has been fairly stable August. §  So far in 2016, the average price for paid inquiries rose just 2% year-over-year. §  February of 2016 ($45.91) remains the highest average price since January of 2014. Note: PPI means“Pay per Inquiry.” Inquiry price is the average price per inquiry from PPI. -0.2%
  13. 13. 617.366.2838 www.GrayAssociates.com 13 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  Summary
  14. 14. 617.366.2838 www.GrayAssociates.com 14 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com 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 Inquiries for Online Programs Education Industry Inquiries: YOY Percent ChangeYear-to-date, inquiries for online programs are flat year-over-year. -0.3%
  15. 15. 617.366.2838 www.GrayAssociates.com 15 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiries for Online Programs Education Industry Inquiries: YOY Percent ChangeAfter three consecutive months of growth, inquiries for online programs fell 4% to start the 4th quarter. §  October marks the first month of year-over-year decline since June of 2016. §  October of 2015 grew a whopping 45%. 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 -4% YoY
  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 higher education programs declined 13% in July, but will improve. §  Conversions are taking longer, rising from three months to five or six. §  August has already surpassed year-ago levels with another month to mature. 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 -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.
  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 The negative trend for on-campus academic programs in higher education continues. §  The first ten months of 2016 have fallen short of year-ago levels by an average of 15%. §  In October, inquiries for on-campus higher-education programs dropped 18% year-over-year. 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 -18% 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 Student Inquiry Conversions for On-Campus Programs Conversions for on-campus programs fell 6% YoY in July. §  June has surpassed year-ago levels. §  September and October have a chance beat last year. 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 -6% 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.
  19. 19. 617.366.2838 www.GrayAssociates.com 19 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  Summary
  20. 20. 617.366.2838 www.GrayAssociates.com 20 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry Volumes by Degree – Trailing Three Months Post-Master’s certificates continued to be the fastest-growing degree. §  Unlike last month, we have another growing degree, undergraduate certificates. §  Surprisingly, other higher-level degrees (Doctor’s and Master’s) are on the decline. -14% -9% -8% -7% 1% 73% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% Master's degree Bachelor's degree Doctoral degree Associate's degree Undergraduate certificate Post-master's certificate Quarterly Change in Inquiries 2016/2015 (August through October)
  21. 21. 617.366.2838 www.GrayAssociates.com 21 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry Volumes by Channel – Trailing Three Months Affiliate – PPC is the fastest-growing channel for student inquiries. §  Seven different Branded inquiry channels grew in the most recent quarter. -65% -43% -35% -30% -24% -17% 5% 6% 15% 17% 24% 40% 67% 76% 266% -100% -50% 0% 50% 100% 150% 200% 250% 300% PPC - Inbound Call: Branded Email: Branded PPL: External Display: Branded Interactive: Branded Referral: Branded PPC: Branded Affiliate: External Organic: Branded Website: Branded Offline Media: Branded All Other Internal: Branded Inbound Phone: Branded Social Media: Branded Affiliate - PPC: External Quarterly Change in Inquiries by Channel All Programs and Award Levels (August through October YoY)
  22. 22. 617.366.2838 www.GrayAssociates.com 22 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  Summary
  23. 23. 617.366.2838 www.GrayAssociates.com 23 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com The Big 5 Programs: October Growth Inquiries for all of the Big Five programs shrank more than 10% in October. §  Registered Nursing performed the best, but still dropped 14% §  Criminal Justice/Police Science was not far behind, decreasing 15%. §  Medical Assistant continued to drop, down 19%. §  The two business programs continued to be the worst, both dropping more than 30%. -14% -15% -19% -32% -36%-40% -35% -30% -25% -20% -15% -10% -5% 0% Registered Nursing Criminal Justice Medical Assistant Business Admin: Bachelor's + Business Admin: Associate's - Five Largest Programs Since January 2012 Year-over-Year Change in October Inquiries 2016 YoY % Change
  24. 24. 617.366.2838 www.GrayAssociates.com 24 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com -35% 35% 29% -29% 467% 266% 147% 129% 103% -50% 50% 150% 250% 350% 450% 550% Human Services Counseling Psychology Cosmetology Medical Insurance Coding Specialist Health Services Administration The Fast 5 Programs Year-over-Year Change in October Inquiries 2015 YoY % Change 2016 YoY % Change The Fast 5 Programs: The Higher Education Programs with the Fastest Inquiry Growth All five of the fastest-growing programs1 grew more than 100%. §  At nearly over 460%, Public Administration grew the fastest. §  Cosmetology is the only repeat from last month. 1.  Includes the top 75 programs in inquiry volume since January 2012. 2. May reflect competitive marketing, or reporting by Gray’s data suppliers.
  25. 25. 617.366.2838 www.GrayAssociates.com 25 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiries: The Big 5 Cities Philadelphia is the only city in The Big 5 that grew year-over-year. §  Student inquiries in New York declined 8% compared to October 2015. §  Los Angeles had the largest decline–a drop of 35%. -17% -18% -14% -13% -23% 2% -8% -25% -26% -35% -40% -30% -20% -10% 0% 10% Philadelphia, PA New York, NY Atlanta, GA Chicago, IL Los Angeles, CA Top Five Cities for Inquiries Since January 2012 Year-over-Year Change in October Inquiries 2015 YoY % Change 2016 YoY % Change Note: The market for each city is defined as a 15-mile radius around the population center of its CBSA.
  26. 26. 617.366.2838 www.GrayAssociates.com 26 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  Summary
  27. 27. 617.366.2838 www.GrayAssociates.com 27 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com 2% 13% 18% 60% 0% 10% 20% 30% 40% 50% 60% 70% Bachelor's Master's Associate's Doctorate National Quarterly Change in New Job Postings 2016/2015 (August through October) National New Job Postings by Degree – Trailing Three Months1 In the past 3 months, all new job postings requiring a degree grew year-over-year. §  Compared to last year, job postings that require a Doctoral degree grew 60%. §  Job postings for Bachelor’s degrees grew the least, just 2%. 1.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  28. 28. 617.366.2838 www.GrayAssociates.com 28 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: The Big 5 Cities1 Two of the five cities with highest number of job postings grew year-over-year in 2016. §  New York grew in both 2015 and 2016. §  Seattle popped up 41% in 2016. §  Chicago, Houston, and Atlanta declined 4-6%. 11% -3% 7% -15% 16% 13% -4% 41% -4% -6% -20% -10% 0% 10% 20% 30% 40% 50% New York, NY Chicago, IL Seattle, WA Houston, TX Atlanta, GA Largest Five Cities for New Job Postings August through October Year-over-Year Results 2015 YoY % Change 2016 YoY % Change 1.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  29. 29. 617.366.2838 www.GrayAssociates.com 29 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Largest Occupations in Nation1,2 Once again, in the past 3 months, Registered Nursing had the most new job postings in the country. §  Half of the top ten occupations involve some form of computer systems or IT. §  In this time period, the 10 largest occupations made up 31% of the total new job postings. 0 100,000 200,000 300,000 400,000 500,000 600,000 Registered Nurses Computer Occupations, All Other Software Developers, Applications Marketing Managers Computer Systems Analysts Accountants and Auditors Medical and Health Services Managers Computer User Support Specialists Management Analysts Network and Computer Systems Administrators New Job Postings in Last 3 Months (Aug-Oct 2016) Ten Largest Occupations in Nation 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  30. 30. 617.366.2838 www.GrayAssociates.com 30 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Fastest Growing Occupations in Nation1,2 The fastest-growing occupations are generally in the healthcare industry. §  Seven of the ten fastest-growing occupations are related to healthcare. 0% 50% 100% 150% 200% 250% Psychiatrists Internists, General Surgeons Hairdressers, Hairstylists, and Cosmetologists Family and General Practitioners Physicians and Surgeons, All Other Nurse Practitioners Physical Therapists Speech-Language Pathologists Physician Assistants New Job Postings in Last 3 Months (Aug-Oct 2016) Ten Fastest Growing Occupations in Nation 1.  Includes only the 100 largest occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  31. 31. 617.366.2838 www.GrayAssociates.com 31 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Most Requested Hard Skills in Nation1,2 Nationally, the most requested hard skill for jobs requiring a degree was quality assurance. §  Programming languages such as SQL, Java, and JavaScript are among the most requested hard skills. §  Despite the size and growth of health occupations, only Pediatrics made the top ten skills. 0 50,000 100,000 150,000 200,000 250,000 Quality Assurance SQL Java Pediatrics Technical support Linux Customer relationship management Bilingual Quality control JavaScript New Job Postings in Last 3 Months (Aug-Oct 2016) Ten Most-Requested Hard Skills in the US 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  32. 32. 617.366.2838 www.GrayAssociates.com 32 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Fastest Growing Hard Skills in the US1,2 The fastest growing hard skills are generally in computer science or allied health. §  D Language, a new hard skill on our list, grew over 2,600% year-over-year. §  Despite a similarity in industries last month, 7 of the ten fastest growing hard skills are new this period. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% D Language Critical care Systems Integration Cyber security DevOps Public accounting User Experience design Python Pediatrics Cloud Computing New Job Postings in Last 3 Months (Aug-Oct 2016) Ten Fastest-Growing Hard Skills Nationwide 2,615% 1.  Includes only the 100 largest hard skills in occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  33. 33. 617.366.2838 www.GrayAssociates.com 33 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Most Requested Certifications in the US1,2 Nationally, Certified RN was the the most requested certification. §  Almost all the most requested certifications were related to an allied health occupation. §  Government Security Clearances are often among the top 10 certifications. 0 100,000 200,000 300,000 400,000 500,000 600,000 Certified Registered Nurse Basic Life Support Certification in Cardiopulmonary Resuscitation Advanced Cardiac Life Support Continuing Education Secret Clearance Licensed Practical Nurse Accounting Occupational Safety & Health Administration Ten Most Requested Certifications in the US August-October 2016 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  34. 34. 617.366.2838 www.GrayAssociates.com 34 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Fastest Growing Certifications in the US1,2 Like the 10 largest certifications, the fastest-growing certifications are generally from jobs in healthcare. §  Unlike last month, no security clearance certifications showed up this month. §  All the remaining certifications were related to a nursing or other healthcare occupation. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% American Academy of Nurse Practitioners Psychiatry Family Medicine Pharmacy Technician Certification in General Surgery Early Childhood Education Family Physician / Internal Medicine (FP/IM) Accredited Purchasing Practitioner Medical License American Nurses Credentialing Center Ten Fastest-Growing Certifications Nationally August-October 2016 1.  Includes only the 100 largest certifications in occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  35. 35. 617.366.2838 www.GrayAssociates.com 35 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Agenda 1.  Inquiry and Conversion Trends: 1.  National 2.  Online and On-Campus 3.  Degree and Channel 2.  Integrated View of Student and Employer Demand: 1.  City and Program 2.  Job Postings Trends 3.  New Ed – Inform to Empower 4.  Summary
  36. 36. 617.366.2838 www.GrayAssociates.com 36 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Key Demand Trends and Observations After two strong months, October generally underperformed. §  Inquiry volumes fell 11%. §  Branded inquiries continued to grow, but Online inquiries shrank. §  Inquiries are converting much later than in past years. §  Conversion rates are getting better. Q3 is already higher than Q2. §  Average inquiry prices were flat. §  Growth rates for Certificate programs outperformed higher degrees. §  Affiliate PPC was the fastest growing channel, followed by Social. §  Healthcare and software are large and fast-growing fields for jobs. §  Better data and systems are available to support your decisions. -  Where to focus your marketing—by program and market -  What careers to focus on ─  What programs to Stop, Start, Sustain or Grow
  37. 37. 617.366.2838 www.GrayAssociates.com 37 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
  38. 38. 617.366.2838 www.GrayAssociates.com 38 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Upcoming Gray Associates’ Webcast Please join us next month! December Webcast (November Results) Tuesday, December 20th at 2:00 PM EDT

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