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Admissions Fitness for #edugurusummit

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2012 .eduGuru summit presentation - Topics covered: state of college admissions, access and completion, fit factors, marking communications strategy, community building.

Published in: Education, Economy & Finance
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Admissions Fitness for #edugurusummit

  1. 1. Ashley Hennigan @ashleyhennashley@higheredlive.com #AdmissionsLive
  2. 2.  State of College Admissions Access & Completion Fit Factors Marketing Communication Strategy Community Building Discussion & Questions Resources  NACAC – State of College Admissions Report  College Board Advocacy – Open Letter to Professionals
  3. 3.  Factors affecting college admission  Rising tuition costs  Demographic shifts  Economy  Geographic shift  Job market
  4. 4.  Tuition rates increase at twice the general inflation rate  On average 8%  Cost doubles every 9 years Tuition-based business models NOT SUSTAINABLE
  5. 5.  Changes in high school graduates  Increase in 1st generation college students  College readiness ▪ Many require remediation  Increase in ethnic minorities Non-traditional applicants
  6. 6.  Puts a further strain on resources that are already limited Affecting all stakeholders Increase in demand for financial aid Prospective students are more concerned today with cost as they consider where to apply
  7. 7.  Decrease in HS graduates in the NE Increase in HS graduates in the SW NE schools are recruiting nationally Midwest is struggling to fill seats California schools are overflowing
  8. 8.  Decrease in un-skilled labor Increase in STEM disciplines Higher education in question  Too expensive  Too competitive
  9. 9.  Systematic problems  Complicated processes ▪ EA, ED, RD, rolling admission ▪ Financial aid & scholarship  Support services ▪ College counseling ▪ First year transition ▪ Remediation ▪ Career services
  10. 10.  #1 STEM, with China and India #1 degree holding workers age 55-64 #7 degree holding workers age 25-34 1960 - #1 high school graduates & access Today - #13 Since 1960, Korea has moved from #27 to #1.
  11. 11.  At its best the admissions process will determine fit between a student and an institution. In order to provide access and support completion college admissions offices must focus on fit.
  12. 12. There is a place on a college campus for every high school graduate. 46% enroll at community colleges 37% enroll at 4-year public 17% enroll at 4-year private
  13. 13.  Location/proximity Support services Academic portfolio Affordability Predictability Culture
  14. 14.  Know your market Provide timely information Provide support Build community Foster loyalty Encourage advocacy
  15. 15.  Where are your best fit students and how are they finding you? Know your market influencers  School counselors  Parents  Community members  Alumni  Current students
  16. 16.  To present mission, brand and admissions process clearly, accurately and with transparency. To provide concise information about programs and requirements. Make selection criteria available and select students based on valuable and equitable methods.
  17. 17.  Tell your story  Word of mouth  Campus visit  School visits  Interviews Show off your college community ▪ Blogs ▪ Video ▪ Virtual tours
  18. 18. Know what your market wants and when they want it Early search information ▪ Location ▪ Academic profile ▪ Cost Late search information ▪ Admissions process ▪ Support services ▪ Financial aid
  19. 19.  Multiple communication channels Advising  Admissions process  Financial aid process  Be transparent and predictable Calendars  Checklists  Deadlines  What comes next
  20. 20.  Share your community experiences with your prospective students Allow them to connect with your community Communicate your mission and allow them to join in Provide leaders and success stories that relate to your target market Include parents
  21. 21.  Virtual tours Major finders Leverage video Chats Interviews Live Stream Events Blogs Presentations Communication channels Facebook Counseling office Text message Parents Twitter Direct Mail Email Phone
  22. 22.  Provide tools that allow students to engage with your brand  Not just swag  Campus events  Clubs and organizations  College community
  23. 23.  Make the experience easy to share  Sharable content  Guest blogs Prospective and their parents will become the influencers
  24. 24.  College access The college search process We can do better!
  25. 25.  Contact  Ashley Hennigan  Assistant Director of Admissions ▪ Rochester Institute of Technology  Host of Admissions Live ▪ higheredlive.com  Twitter: @ashleyhenn  Email: ashley@higheredlive.com

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