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GRAYREPORTS
Demand for Higher Education Programs
www.GrayAssociates.com
Results through September 2016
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Inform to Empower
Creating informative
education exploration to
empower students at all
stages of engagement
Quick Introduction
Craig Maslowsky
Founder and CEO
Past VP – Marketing and Enrollment
Yesterday’s higher ed market.
More predictable.
Higher barriers to entry.
old|ed
…has certainly grown – driven by
distance education and alternative
optionsold|ed
…in the
institutions adding online
offerings have entered and
crowded markets once
protected by geography and
brand recogn...
In the
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and retain students.
•  Students are
behaving more like
consumers.
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solution:
Relevant and informative
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Will this program prepare me for
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How much will this cost me?
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{typical .edu
experience}
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{informative
experience}
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Will this program prepare me for
the career I want?
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Which presents...
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me?
Which presents...
Benefit:
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alignment throughout the
stude...
Attract
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Enroll
•  Informed guidance
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•  Emphasis of relevance
•  P...
3 Steps Toward Engagement
1.  Identify related careers for top 10 programs
2.  Create content that illustrates HOW program...
•  Informed guidance
•  Program showcase
•  Clear expectations
•  Emphasis of relevance
•  Personalized messages
•  Ongoin...
Tools to get you there
•  New Ed provides web based applications which
allow institutions to effectively engage and
inform...
A Glimpse
A Glimpse
Thank you!
Learn more @
www.newedinc.com
sales@newedinc.com
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2016 September GrayReports - Demand Trends in Higher Education

After a strong August, some positive trends continued into September.
- Inquiry volumes fell 5%.
- Branded and online inquiries continued to grow.
- Conversions of June inquiries were down 13% YoY, but inquiries seem to be continuing to convert much later than in past years.
- Average inquiry prices were flat.
- Surprisingly, Certificate programs grew faster than higher degrees.
- Social Media continues to be a strong channel.

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2016 September GrayReports - Demand Trends in Higher Education

  1. 1. GRAYREPORTS Demand for Higher Education Programs www.GrayAssociates.com Results through September 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.  New Ed – Inform to Empower 4.  Summary
  4. 4. 617.366.2838 www.GrayAssociates.com 4 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) We will share data from 2014, 2015, and 2016.
  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) Inquiries have decreased an average of 8% year-over-year in 2016. -8%
  6. 6. 617.366.2838 www.GrayAssociates.com 6 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 September, inquiry volumes decreased 5% year-over-year. -5% YoY
  7. 7. 617.366.2838 www.GrayAssociates.com 7 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Branded Inquiries Year-over-year, branded inquiries jumped 14% in September. §  This is the fifth consecutive month of growth in branded inquiries for higher education programs. 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 +14% 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 inquiries have fallen every month this year, by an average of 15% year-over-year. 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 -15%
  9. 9. 617.366.2838 www.GrayAssociates.com 9 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com External Inquiries: Overall Results In September, External inquiries fell12%. -12% 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
  10. 10. 617.366.2838 www.GrayAssociates.com 10 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% over prior-year rates. 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 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 conversion 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%
  11. 11. 617.366.2838 www.GrayAssociates.com 11 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiry to Application: Overall Conversion Rates In 2016, conversion rates seem to be stabilizing, close to 2014 levels. §  After being down 1% last month, Q2 2016 has now matured and risen 2% above the Q1 2014 level. 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 conversion rate will rise for at least three months after the month in which the inquiries were received. 2.  Total includes unknown source type. 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 Overall Inquiry Conversion Rates: Trends (Indexed to Q1 2014) +2%
  12. 12. 617.366.2838 www.GrayAssociates.com 12 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Overall Student Inquiry Conversions (All Sources) For June inquiries, total student conversions fell 13% year-over-year. §  Conversions are taking longer, so June might continue to improve a bit. §  Conversions of May inquiries were down 17% YoY in last month’s results, and are now down 15% YoY. §  As they mature, conversions of August and September inquiries are likely 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 conversion 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 -13% YoY Immature Months1
  13. 13. 617.366.2838 www.GrayAssociates.com 13 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com 61% 86% 89% 86% 92% 95% 50% 66% 79% 83% 86% 85% 0% 20% 40% 60% 80% 100% 120% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 National Conversions Percent of Total Conversions by Month 14-Jul 15-Jan Inquiry to Application: Conversion Maturity Inquiries have been converting at a slower rate than in prior years. §  In the example below, we looked at conversions of inquiries in July 2014 and January 2015. ─  For July 2014 inquiries, only 61% of the eventual total conversions converted in the first month. ─  For January 2015, this first-month number had decreased to 50% of the total eventual conversions.
  14. 14. 617.366.2838 www.GrayAssociates.com 14 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 $44.57 $45.20 $- $- $- $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 September, the price of an External inquiry was nearly flat year-over-year. §  So far in 2016, the average price for paid inquiries is up only 2% year-over-year. Note: PPI means“Pay per Inquiry.” Inquiry price is the average price per inquiry from PPI. -0.1%
  15. 15. 617.366.2838 www.GrayAssociates.com 15 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
  16. 16. 617.366.2838 www.GrayAssociates.com 16 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. +0.1%
  17. 17. 617.366.2838 www.GrayAssociates.com 17 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 ChangeIn September, inquiries for online programs rose 8% year-over-year. §  This makes three growth months in a row: July and August both rose 15% year-over-year. 8% YoY
  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 Online Programs Conversions of June inquiries for online programs declined 10% year-over-year. §  Conversions are taking longer, with some taking five or six months instead of just three. §  For example, April inquiries continued to convert; they are now down 6% (down 9% last month). §  July is lagging, but August looks as if it will beat last year. It is still too early to predict September. 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 -10% 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.
  19. 19. 617.366.2838 www.GrayAssociates.com 19 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Inquiries for On-Campus Programs In September, inquiries for on-campus higher-education programs dropped 17% YoY. §  The first nine months of 2016 have fallen below year-ago levels by an average of 15%. 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 -17% 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.
  20. 20. 617.366.2838 www.GrayAssociates.com 20 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiry Conversions for On-Campus Programs Conversions for on-campus programs reached last years levels – down 0.6% YoY for June. §  In another month or two, conversions of June inquiries might pass last year’s levels. §  July and August may 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 -1% 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.
  21. 21. 617.366.2838 www.GrayAssociates.com 21 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
  22. 22. 617.366.2838 www.GrayAssociates.com 22 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com -11% -10% -10% -8% -3% 65% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% Associate's degree Master's degree Bachelor's degree Doctor's degree Undergraduate certificate Post-master's certificate Quarterly Change in Inquiries 2016/2015 (June to August) Inquiry Volumes by Degree – Trailing Three Months Once again, Post-Master’s certificates were the only degree-level that grew. §  Certificates out-performed degrees over the past three months.
  23. 23. 617.366.2838 www.GrayAssociates.com 23 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. §  Affiliate – PPC was the fastest growing in Q3, a first for an external channel. §  Social Media dropped to second, but continued to grow over 100% year over year. §  Six different Branded inquiry channels grew in the most recent quarter. -58% -53% -41% -35% -34% -28% -21% 4% 18% 18% 27% 29% 91% 152% 235% -100% -50% 0% 50% 100% 150% 200% 250% PPC - Inbound Call: Branded All Other Internal: Branded PPL: External Email: Branded Referral: Branded Display: Branded Interactive: Branded Organic: Branded PPC: Branded Affiliate: External Offline Media: Branded Website: Branded Inbound Phone: Branded Social Media: Branded Affiliate - PPC: External Quarterly Change in Inquiries by Channel All Programs and Award Levels (June through August YoY)
  24. 24. 617.366.2838 www.GrayAssociates.com 24 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
  25. 25. 617.366.2838 www.GrayAssociates.com 25 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com The Big 5 Programs: September Growth Inquiries for all of the Big Five programs shrank more than 10% in September. §  Criminal Justice/Police Science performed the best, but fell 11%. §  Nursing continues to struggle, down 14%. §  Medical Assistant continued to drop, down 23%. §  Business Administration dropped about 30% at the Bachelor’s and Associate’s levels. -11% -14% -23% -29% -31% -35% -30% -25% -20% -15% -10% -5% 0% Criminal Justice Registered Nursing Medical Assistant Business Admin: Bachelor's + Business Admin: Associate's - Five Largest Programs Since January 2012 Year-over-Year Change in September Inquiries 2016 YoY % Change
  26. 26. 617.366.2838 www.GrayAssociates.com 26 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com -12% 335% 21% -7% 74% 52% 37% 30% 28% -50% 0% 50% 100% 150% 200% 250% 300% 350% 400% Public Administration Computer Systems Analyst Organizational Leadership Cosmetology Health Services Administration The Fast 5 Programs Year-over-Year Change in September Inquiries 2015 YoY % Change 2016 YoY % Change The Fast 5 Programs: The Higher Education Programs with the Fastest Inquiry Growth Four new programs showed up in the five fastest-growing programs1. §  At nearly 75%, 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.
  27. 27. 617.366.2838 www.GrayAssociates.com 27 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Student Inquiries: The Big 5 Cities None of the Big 5 cities grew year-over-year. §  Philadelphia performed the best but still decreased 3% in September. §  Los Angeles had the largest decline – a drop of 36%. -18% -20% -21% -19% -27% -3% -7% -27% -28% -36%-40% -30% -20% -10% 0% 10% Philadelphia, PA New York, NY Chicago, IL Atlanta, GA Los Angeles, CA Top Five Cities for Inquiries Since January 2012 Year-over-Year Change in September 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.
  28. 28. 617.366.2838 www.GrayAssociates.com 28 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
  29. 29. 617.366.2838 www.GrayAssociates.com 29 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec National New Job Postings All Programs and Award Levels 2014 2015 2016 Overall New Job Postings (All Sources)1 New job postings have decreased an average of 7% year-over-year in 2016. -7% 1.  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 16% 3% 16% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Associate's Bachelor's Master's Doctorate National Quarterly Change in New Job Postings 2016/2015 (July to Sept) National New Job Postings by Degree – Trailing Three Months1 Year-over-year, New Job Postings that require a degree grew in the past 3 months. §  Compared to last year, job postings that require a Doctoral degree grew almost 70%. §  Demand for employees with Bachelor’s degrees grew the least, just 3%. 1.  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: 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. §  Atlanta popped up 38% in 2016. §  Chicago, Houston, and San Francisco declined 4-6%. 6% -12% -20% 0% 13% 8% -6% -4% 38% -5% -30% -20% -10% 0% 10% 20% 30% 40% 50% New York, NY Chicago, IL Houston, TX Atlanta, GA San Francisco, CA Largest Five Cities for New Job Postings July to September Year-over-Year Results 2015 YoY % Change 2016 YoY % Change 1.  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 Largest Occupations in Nation1,2 in the last 3 months, Registered Nursing had the most new job postings in the country. §  The occupation Marketing Managers was second with 133,000 new postings. §  The largest 10 occupations made up 27% of total new job postings. 0 100,000 200,000 300,000 400,000 Registered Nurses Marketing Managers Software Developers, Applications Medical and Health Services Managers Management Analysts Computer User Support Specialists Computer Systems Analysts Sales Managers Network and Computer Systems Administrators General and Operations Managers New Job Postings in Last 3 Months (Jul-Sep 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.
  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 Fastest Growing Occupations in Nation1,2 The fastest-growing occupations are generally in the healthcare industry. §  The four fastest-growing occupations are all medical doctors; they each grew over 100%. 0% 50% 100% 150% 200% 250% Psychiatrists Internists, General Family and General Practitioners Physicians and Surgeons, All Other Hairdressers, Hairstylists, and Cosmetologists Critical Care Nurses Chief Executives Physical Therapists Nurse Practitioners Food Service Managers New Job Postings in Last 3 Months (Jul-Sep 2016) Ten Fastest Growing Occupations in Nation 1.  Includes only the biggest 100 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 Most Requested Hard Skills in Nation1,2 Nationally, for job postings that require a degree, the most requested hard skill is 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 Structured query language Java Pediatrics Technical support Linux Customer relationship management Bilingual Quality control JavaScript New Job Postings in Last 3 Months (Jul-Sep 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.
  35. 35. 617.366.2838 www.GrayAssociates.com 35 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 either software or allied health. §  C/C++ grew an extraordinary 970% YoY in 2016. §  Skills related to nursing are among fastest growing in the nation. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% C/C++ Emergency room DevOps Amazon Web Services Tableau Software Critical care Behavioral health Medical-Surgical Nursing Pediatrics Patient Electronic Medical Record New Job Postings in Last 3 Months (Jul-Sep 2016) Ten Fastest-Growing Hard Skills Nationwide 970% 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  36. 36. 617.366.2838 www.GrayAssociates.com 36 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 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 Secret Clearance Licensed Practical Nurse Occupational Safety & Health Administration Board Certified Certified Public Accountant Pediatric Advanced Life Support Ten Most Requested Certifications in the US July-September 2016 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  37. 37. 617.366.2838 www.GrayAssociates.com 37 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com New Job Postings: Ten Fastest Growing Certifications in the US1,2 The fastest-growing certifications are often in healthcare and Nursing. §  Security clearances were two of the ten fastest-growing certifications. §  All the remaining certifications were related to a nursing or healthcare occupation. 0% 200% 400% 600% 800% 1000% 1200% 1400% Public trust security clearance Mental Health Nurse Hospice and Palliative Care Secret Clearance Psychiatry Doctor of Medicine National League for Nursing Accrediting Commission Commission on Collegiate Nursing Education National Council Licensure Examination Certified Family Nurse Practitioner Ten Fastest-Growing Certifications Nationally July-September 2016 1.  Includes only the occupations that require at least an Associate’s degree. 2.  Excludes Heavy and Tractor-Trailer Truck Drivers.
  38. 38. 617.366.2838 www.GrayAssociates.com 38 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
  39. 39. Inform to Empower Creating informative education exploration to empower students at all stages of engagement
  40. 40. Quick Introduction Craig Maslowsky Founder and CEO Past VP – Marketing and Enrollment
  41. 41. Yesterday’s higher ed market. More predictable. Higher barriers to entry. old|ed
  42. 42. …has certainly grown – driven by distance education and alternative optionsold|ed
  43. 43. …in the institutions adding online offerings have entered and crowded markets once protected by geography and brand recognition old|ed
  44. 44. In the •  It is increasingly expensive to attract and retain students. •  Students are behaving more like consumers. •  Engagement is critical.
  45. 45. solution: Relevant and informative engagement at all stages of the student life-cycle
  46. 46. Will this program prepare me for the career I want? How much will this cost me? How long will this take me? ...here are the three primary questions today’s education consumers want answered... 3 cost/benefit analysis
  47. 47. Will this program prepare me for the career I want? How much will this cost me? {typical .edu experience} ? How long will this take me? most .edu sites require a lot of steps to find related information, and it’s rarely personalized and specific.
  48. 48. Will this program prepare me for the career I want? How much will this cost me? ? {informative experience} How long will this take me? Which presents an opportunity for your institution to stand out. {typical .edu experience}
  49. 49. Will this program prepare me for the career I want? How much will this cost me? How long will this take me? Which presents an opportunity for your institution to stand out. Benefit: Cost:
  50. 50. Will this program prepare me for the career I want? How much will this cost me? How long will this take me? Which presents an opportunity for your institution to stand out. Cost: Benefit:
  51. 51. Benefit: •  Create a clear line of sight to future opportunities •  Ensure access to career alignment throughout the student lifecycle •  Organize and configure available data to enable communication of program relevance
  52. 52. Attract Explore Engage Enroll •  Informed guidance •  Program showcase •  Clear expectations •  Emphasis of relevance •  Personalized messages •  Ongoing engagement Valuable opportunities emerge to engage prospects and students throughout their lifecycle with the institution. Informed personalization presents ongoing engagement related to the ultimate goal of the student. Opportunity to Engage
  53. 53. 3 Steps Toward Engagement 1.  Identify related careers for top 10 programs 2.  Create content that illustrates HOW programs prepare students: §  Faculty interviews §  Graduate interviews §  Instruction-to-skills mapping 3.  Incorporate one additional email with this program specific content into your communication plans
  54. 54. •  Informed guidance •  Program showcase •  Clear expectations •  Emphasis of relevance •  Personalized messages •  Ongoing engagement •  Course content •  Program outcomes •  Student experience •  Available resources •  Faculty profiles •  Alumni data
  55. 55. Tools to get you there •  New Ed provides web based applications which allow institutions to effectively engage and inform prospects and students •  New Ed leverages the power of data, pre- configured logic and optimized user experiences •  Institutions provide program data, we deliver interactive tools for simple incorporation into web and digital communications •  Powered by Gray Associates data
  56. 56. A Glimpse
  57. 57. A Glimpse
  58. 58. Thank you! Learn more @ www.newedinc.com sales@newedinc.com
  59. 59. 617.366.2838 www.GrayAssociates.com 59 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
  60. 60. 617.366.2838 www.GrayAssociates.com 60 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Key Demand Trends and Observations After a strong August, some positive trends continued into September. §  Inquiry volumes fell 5%. §  Branded and online inquiries continued to grow. §  Conversions of June inquiries were down 13% YoY, but inquiries seem to be continuing to convert much later than in past years. §  Average inquiry prices were flat. §  Surprisingly, Certificate programs grew faster than higher degrees. §  Social Media continues to be a strong channel. §  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
  61. 61. 617.366.2838 www.GrayAssociates.com 61 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
  62. 62. 617.366.2838 www.GrayAssociates.com 62 GRAY For more information please contact Gray Associates. Email: Sales@GrayAssociates.com Upcoming Gray Associates’ Webcast Please join us next month! November Webcast (October Results) Tuesday, November 15th at 2:00 PM EDT

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