We want you:Marketing highly selective four     year colleges to veterans                             Kim Blank           ...
Presentation Outline•   Background information•   Selection & Methodology•   Survey•   Selected Results•   Interpreting Re...
Background• Servicemen’s Readjustment Act of  1944 (also called the G.I. Bill)• Educational benefits  – College, business ...
Background• Veterans’ Adjustment Act of 1952  – Added Korean War veterans• Veterans Readjustment Benefits Act of  1966  – ...
Background• VEAP was Chapter 32 (for those who  entered active duty between 1/1/77-  6/30/85): contributions matched 2:1• ...
Selection• Carnegie Classifications of Institutions of  Higher Education  – Highly selective  – Not-for-profit  – Four-yea...
Methodology• Qualtrics Survey System• Emailed survey to chief enrollment  officers (personal email addresses  when possibl...
Survey• Add stuff here• REMEMBER TO CITE
Survey• Add stuff here• REMEMBER TO CITE
Survey• Add stuff here• REMEMBER TO CITE
Survey• Add stuff here• REMEMBER TO CITE
Survey• Add stuff here• REMEMBER TO CITE
Survey• Add stuff here• REMEMBER TO CITE
Selected ResultsApproximately how many veterans attend your institution?                                             0    ...
Selected ResultsDoes your institution have a separate office dedicated toservices for veterans?                           ...
Selected ResultsWho tracks individual G.I. Bill users at your institution?                                             Adm...
Selected ResultsDoes your institution contribute additional or matching funds(grants, scholarships, fellowships, etc.) to ...
Selected ResultsHave you seen an increase in veteran applicants in the past 4years (since 2008)?                          ...
Selected ResultsDoes your admissions office and literature include anyspecific information for veterans?                  ...
Selected ResultsDoes your university market specifically to veterans?                                                     ...
Selected ResultsHow well do you think your institution supports the uniqueneeds of veteran students through the services y...
Selected Results• “We are currently looking into a variety of other  services, such as a veterans orientation, programs to...
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
Website Screenshots
What do they mean?• Enrollment is on the rise– should  universities be acting differently?• Only approximately ½ mention  ...
Practical Application• A separate office isn’t typically necessary• Many institutions provided website links;  could creat...
Recommendations• Create prominent link on admissions  website (many are hidden)  –Include links to useful websites, like  ...
Recommendations• Update literature to include  information for veterans  – Create insert if publications are already    pr...
Recommendations• Utilize outside sources (Veterans  Toolkit, other websites)  –Veteran Friendly Toolkit  –VA website  –Yel...
Recommendations• Better training of admissions staff  – Consistent information (do we market to    veterans?)  – Sharing a...
Additional Resources• My Wiki Page   – http://kbmastersproject.wmwikis.net/• G.I. Bill   – http://www.gibill.va.gov/• Yell...
References• See complete reference list at:http://kbmastersproject.wmwikis.net/References
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A training module for enrollment officers

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We want you

  1. 1. We want you:Marketing highly selective four year colleges to veterans Kim Blank M.Ed. Higher Education Administration College of William and Mary
  2. 2. Presentation Outline• Background information• Selection & Methodology• Survey• Selected Results• Interpreting Results• Practical Application• Recommendations
  3. 3. Background• Servicemen’s Readjustment Act of 1944 (also called the G.I. Bill)• Educational benefits – College, business – Technical or vocational – Apprenticeship/job training – Flight training
  4. 4. Background• Veterans’ Adjustment Act of 1952 – Added Korean War veterans• Veterans Readjustment Benefits Act of 1966 – Added those who served in times of war and peace• Veterans Education Assistance Program (VEAP): in response to the transition to an all-volunteer military• Montgomery G.I. Bill
  5. 5. Background• VEAP was Chapter 32 (for those who entered active duty between 1/1/77- 6/30/85): contributions matched 2:1• Post-9/11 G.I. Bill (Chapter 33) initially approved in 2008 and updated in 2010 and 2011 – Extends eligibility to members of the National Guard – Adds provision for distance learners
  6. 6. Selection• Carnegie Classifications of Institutions of Higher Education – Highly selective – Not-for-profit – Four-year• 338 colleges/universities – Remove non-English language websites – Remove for-profit – Collect email addresses for chief enrollment officers (VP Enrollment, Director of Admissions, etc.)
  7. 7. Methodology• Qualtrics Survey System• Emailed survey to chief enrollment officers (personal email addresses when possible)• Reminder survey one week from initial email• 43/50 responses within the first week• 4 respondents requested results
  8. 8. Survey• Add stuff here• REMEMBER TO CITE
  9. 9. Survey• Add stuff here• REMEMBER TO CITE
  10. 10. Survey• Add stuff here• REMEMBER TO CITE
  11. 11. Survey• Add stuff here• REMEMBER TO CITE
  12. 12. Survey• Add stuff here• REMEMBER TO CITE
  13. 13. Survey• Add stuff here• REMEMBER TO CITE
  14. 14. Selected ResultsApproximately how many veterans attend your institution? 0 1 to 15 6 to 15 16 to 30 31 to 60 61 to 100 Greater than 100
  15. 15. Selected ResultsDoes your institution have a separate office dedicated toservices for veterans? Yes No
  16. 16. Selected ResultsWho tracks individual G.I. Bill users at your institution? Admissions Financial Aid Registrar Veterans Benefits Office Staff Member Other
  17. 17. Selected ResultsDoes your institution contribute additional or matching funds(grants, scholarships, fellowships, etc.) to supplement G.I.benefits? Yes No
  18. 18. Selected ResultsHave you seen an increase in veteran applicants in the past 4years (since 2008)? Yes No Unsure
  19. 19. Selected ResultsDoes your admissions office and literature include anyspecific information for veterans? Yes No Unsure
  20. 20. Selected ResultsDoes your university market specifically to veterans? Yes No Unsure
  21. 21. Selected ResultsHow well do you think your institution supports the uniqueneeds of veteran students through the services you havepreviously identified? Very Poorly Somewhat Poorly Somewhat Well Very Well
  22. 22. Selected Results• “We are currently looking into a variety of other services, such as a veterans orientation, programs to improve transition from the military to college, retention, and graduation. We are working closely with the collegiate student veterans group to ensure that the services we are providing and the avenues we are pursuing are meeting the needs of the veterans.”• “Our small class size and student to teacher ratio of 11:1 makes the return to the classroom for most veterans far less daunting… Most of our students fit the Army ROTC “Scholar, Athlete, Leader” model.”
  23. 23. Website Screenshots
  24. 24. Website Screenshots
  25. 25. Website Screenshots
  26. 26. Website Screenshots
  27. 27. Website Screenshots
  28. 28. Website Screenshots
  29. 29. What do they mean?• Enrollment is on the rise– should universities be acting differently?• Only approximately ½ mention veterans in their literature– could they add just a line or paragraph?• Many respondents are unsure of marketing strategies (see question 16)• Few universities require separate offices, since the numbers are not large
  30. 30. Practical Application• A separate office isn’t typically necessary• Many institutions provided website links; could create a linked page at little cost• Few institutions report specific literature; updates could be made to offer inclusion of basic info/link• Few noteworthy differences between states• Few noteworthy differences between public/private institutions
  31. 31. Recommendations• Create prominent link on admissions website (many are hidden) –Include links to useful websites, like Veteran Friendly Toolkit –Link to other institutional sites (financial aid, residence life, etc.) –Include in literature (see next recommendation)
  32. 32. Recommendations• Update literature to include information for veterans – Create insert if publications are already printed – At least include a link to the website from the previous recommendation – Consistency across publications
  33. 33. Recommendations• Utilize outside sources (Veterans Toolkit, other websites) –Veteran Friendly Toolkit –VA website –Yellow Ribbon Program –Other military-supporting non-profits
  34. 34. Recommendations• Better training of admissions staff – Consistent information (do we market to veterans?) – Sharing across departments (residence life, academic life, registrar, financial aid) – Knowledge of outside resources (VA contacts, non-profits)
  35. 35. Additional Resources• My Wiki Page – http://kbmastersproject.wmwikis.net/• G.I. Bill – http://www.gibill.va.gov/• Yellow Ribbon Program – http://www.yellowribbon.mil/• Toolkit for Veteran Friendly Institutions – http://vetfriendlytoolkit.org/
  36. 36. References• See complete reference list at:http://kbmastersproject.wmwikis.net/References

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