March generally underperformed.
- Inquiry volumes fell 10%.
– Branded down 10%
– Online down 5%
– On-campus down 7%
- Conversions are down 7%.
– However, online conversions were up 12% in December.
– It is too early to tell if January of 2016 will reach last year’s levels.
- Prices are up year-over-year, but down from last month’s new high.
- Several large programs are growing.
- Higher degree levels continue to outperform.
- 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
Here are a few trends from August that we released in September:
- Overall inquiry volumes fell less than 1%.
- In Philadelphia, programs with the fastest growing job postings are ALL in health care and health sciences.
- Surprisingly, Certificate programs outperformed the higher level degrees in the most recent quarter.
- Student demand for on-campus higher education programs dropped 17% year-over-year.
- The ten largest programs produced 22% of the total completions in 2015.
- Distance education completions have increased 24% since 2013.
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%
February generally underperformed.
- Inquiry volumes fell 7%.
– Branded up 5%
– Online down 15%
– On-campus down 17%
- Conversions are up…for now.
– Online up 45% in November
– It is a little too soon to tell if conversions will increase in 2016.
- Prices are at a new high of $46.
- Several large programs are growing.
- Higher degree levels continue to outperform.
- 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
Key Demand Trends and Observations
- Overall inquiry volumes continue to decline 8%
- External inquiries dropped 10%, and Branded inquiries also dropped 7%.
- But, some trends are strongly diverging by segment
– Inquiries for on-campus programs fell 5%, while inquires for online grew 10%.
– Conversions on-campus fell 21%, but online programs are up 53%
- Medical Coding was the fastest-growing program.
- Employment related to Public Relations has recently grown.
– Public Relations was also one of the fastest-growing programs in terms of Google Search Volumes.
– It also appears to be a strong profession, with many advertised salaries over $50,000
Key Student and Employer Demand Trends in Higher Education
- Overall Student Demand has dipped by an average of 12% year-over-year.
- Interest in online academic programs has increased in nine of the last ten months.
- Student Demand for on-ground higher education programs plunged 18% year-over-year.
- Traditional students are more likely to seek programs in Nursing, Engineering and Computer Systems.
- Employment for Medical Biller and Medical Coder is growing significantly.
– However, most advertised salaries for this program are less than $35,000.
2016 October GrayReports - Demand Trends in Higher EducationGray Associates, Inc
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.
January generally underperformed.
- Inquiry volumes fell 7%.
– Branded up 3%
– Online down 5%
– On-campus down 14%
- Conversions are trending up (but not for on-campus).
– Online up 49% in October
- Prices are up slightly month-over-month to $45.
- Large programs are starting to grow.
- Higher degree levels continue to outperform.
- Better data and systems are now available to support your decisions.
– Where to focus your marketing—by program and market
– What programs to Stop, Start, Sustain or Grow.
- What Now: “Use it or lose it?”
Key Demand Trends and Observations
- Overall inquiry volumes continue to decline 8%.
- But, trends are strongly diverging by segment.
– External inquiries dropped 15%, but Branded inquiries rose 8%.
– Inquiries for on-campus programs fell 11%, while inquiries for online jumped 21%.
– Conversions on-campus fell 20%, but online programs are up over 50%.
- Human Services continues to be the fastest-growing program.
- Employment for Liberal Arts majors is more promising than thought.
– Liberal Arts graduates are employed in many fields.
– Median salaries for many programs are above the national average.
Here are a few trends from August that we released in September:
- Overall inquiry volumes fell less than 1%.
- In Philadelphia, programs with the fastest growing job postings are ALL in health care and health sciences.
- Surprisingly, Certificate programs outperformed the higher level degrees in the most recent quarter.
- Student demand for on-campus higher education programs dropped 17% year-over-year.
- The ten largest programs produced 22% of the total completions in 2015.
- Distance education completions have increased 24% since 2013.
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%
February generally underperformed.
- Inquiry volumes fell 7%.
– Branded up 5%
– Online down 15%
– On-campus down 17%
- Conversions are up…for now.
– Online up 45% in November
– It is a little too soon to tell if conversions will increase in 2016.
- Prices are at a new high of $46.
- Several large programs are growing.
- Higher degree levels continue to outperform.
- 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
Key Demand Trends and Observations
- Overall inquiry volumes continue to decline 8%
- External inquiries dropped 10%, and Branded inquiries also dropped 7%.
- But, some trends are strongly diverging by segment
– Inquiries for on-campus programs fell 5%, while inquires for online grew 10%.
– Conversions on-campus fell 21%, but online programs are up 53%
- Medical Coding was the fastest-growing program.
- Employment related to Public Relations has recently grown.
– Public Relations was also one of the fastest-growing programs in terms of Google Search Volumes.
– It also appears to be a strong profession, with many advertised salaries over $50,000
Key Student and Employer Demand Trends in Higher Education
- Overall Student Demand has dipped by an average of 12% year-over-year.
- Interest in online academic programs has increased in nine of the last ten months.
- Student Demand for on-ground higher education programs plunged 18% year-over-year.
- Traditional students are more likely to seek programs in Nursing, Engineering and Computer Systems.
- Employment for Medical Biller and Medical Coder is growing significantly.
– However, most advertised salaries for this program are less than $35,000.
2016 October GrayReports - Demand Trends in Higher EducationGray Associates, Inc
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.
January generally underperformed.
- Inquiry volumes fell 7%.
– Branded up 3%
– Online down 5%
– On-campus down 14%
- Conversions are trending up (but not for on-campus).
– Online up 49% in October
- Prices are up slightly month-over-month to $45.
- Large programs are starting to grow.
- Higher degree levels continue to outperform.
- Better data and systems are now available to support your decisions.
– Where to focus your marketing—by program and market
– What programs to Stop, Start, Sustain or Grow.
- What Now: “Use it or lose it?”
Key Demand Trends and Observations
- Overall inquiry volumes continue to decline 8%.
- But, trends are strongly diverging by segment.
– External inquiries dropped 15%, but Branded inquiries rose 8%.
– Inquiries for on-campus programs fell 11%, while inquiries for online jumped 21%.
– Conversions on-campus fell 20%, but online programs are up over 50%.
- Human Services continues to be the fastest-growing program.
- Employment for Liberal Arts majors is more promising than thought.
– Liberal Arts graduates are employed in many fields.
– Median salaries for many programs are above the national average.
The document discusses trends in demand for higher education programs from May 2016. Overall student inquiries have decreased 11% year-over-year each month of 2016. Inquiries for online programs specifically had also been falling 8% on average until May 2016, when they increased 3% compared to the previous year. The average price paid for an external student inquiry through pay-per-inquiry programs decreased 3% year-over-year and 5% month-over-month in May 2016, representing the first price decrease of 2016.
- June demand for higher-education programs fell only 3%.
- Year-over-year...
– Student demand for on-line programs had a turn-around, up 1% in June.
– Student demand for on-ground programs stayed negative.
– Conversion rates for mature months continued to be weak.
– Average cost per converted inquiry continued to trend higher.
- The largest programs and markets continued to lose inquiry volume.
- But there are large pockets of significant growth:
– Bachelor’s programs rose 6%
– “Sustainers” were up 14%
– Graduate programs rose over 30%
2017 November GrayReports - Demand Trends for Higher EducationGray Associates, Inc
- The decline in total inquiries slowed from 10% to 7%.
- Conversion rates and conversions continued to rise.
– Conversion rates are up 45% vs. benchmark.
– August conversions rose 15%.
- Prices for inquiries are slowly rising: up 2.2% in November.
- Online programs continue to lead the turnaround, though growth slowed this month.
– Inquiries for online programs grew 2%.
– Conversions rose 17%.
- On-ground continued a rapid decline.
– Inquiries for on-ground fell 20%.
– Conversions dropped 6%, which is an improvement over last month’s 18% decline.
- Good market analysis uses several data sources, which illuminate distinct sectors.
– The largest programs in IPEDS are quite different from Google’s.
– IPEDS includes more “college-first” decisions.
– Google data emphasizes more “occupation-first” decisions.
- May had the worst year-over-year inquiry results of 2015, down 13%.
- Year-over-year...
– Inquiries for on-line programs reverted back to their decline, down 17%.
– Inquiries for on-ground programs weakened further.
– Conversion rates for mature months continued to decline.
– Average cost per converted inquiry continued to rise.
- The largest programs and markets continued to lose inquiry volume.
- The market gap has widened:
– Struggling institutions dropped 20%.
– Sustainers were flat.
2016 September GrayReports - Demand Trends in Higher EducationGray Associates, Inc
The document provides an analysis of trends in student inquiries and conversions for higher education programs from 2014-2016. Some key points covered:
- Inquiries have decreased 8% on average year-over-year in 2016, while branded inquiries have increased 14% in September.
- External inquiries have fallen 15% on average each month in 2016.
- Conversion rates, which had been volatile in 2014-2015, appear to be stabilizing close to 2014 levels in 2016.
- Inquiries for online programs were flat year-over-year through September but rose 8% that month. Conversions for online programs declined 10% for June inquiries.
- Inquiries for on-campus programs dropped
The document discusses demand trends for educational programs based on data from GrayReports, which tracks over 40 million inquiries. Some key points:
- In August 2015, overall inquiries declined just 2% year-over-year while internal inquiries rose 2%. Conversion rates improved after declining through May.
- Inquiries for online programs fell 5% while inquiries for on-ground programs declined more sharply at 10%. Health care programs continue growing faster than others.
- The largest programs like registered nursing and business administration saw small increases in inquiries while criminal justice inquiries declined 51%. The fastest growing programs more than doubled inquiries year-over-year.
The downward trend in inquiries continued in July, but jobs are growing.
- Inquiry volumes fell 10% but branded and online grew.
- Conversions of April inquiries were down 22% YoY.
- Average inquiry prices dropped below $45.
- Higher degree levels continued to outperform.
- Social Media continues to be a strong channel.
1. By popular request, this month we will report only on Internal Inquiries.
– No PPI inquiries are included after the first two charts.
– Internal inquiries are received directly by school websites, call centers, and mail.
2. In July, total demand fell 4% year-over-year. But, internal inquiries fell 18%.
3. Since 2014, internal inquiry conversion rates have fallen from 8.2 to 6%.
4. In July, year-over-year internal inquiries...
– Fell 10% for on-line higher-education programs
– Fell 38% for on-ground higher education programs
– Fell for the largest programs and markets
5. Over the last three months, there were pockets of year-over-year growth:
– Inquiries for programs at the Bachelor's level and higher rose over 25%.
– Over this time period, on-line grew at a double-digit rate.
– Sustainers continued to grow over 10%.
2016 November GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- Overall, student demand continued to fall 8-9%.
- Inquiries and conversions for online programs are growing.
- Inquiry growth for graduate programs has reversed.
- Job postings for all degree levels are up – except for Bachelor's degrees.
- Healthcare and IT dominate the growth in job postings.
2018 January GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends and Observations
For the first time since 2012, inquiry volumes increased, rising 3%.
Conversion rates and conversions are rising.
- Q3 conversion rates jumped 50% vs. Gray’s benchmark.
- Q4 will also exceed our benchmark, but by a much narrower margin
- October conversions rose 11%
Online programs led the turnaround.
- Inquiries for online programs grew 14% YoY, up from 6% YoY growth last month
- Conversions rose 3.5%
On-ground continued a rapid decline.
- Inquiries for on-ground fell 11%
- Conversions dropped 21%
Program Productivity is a serious issue–and an opportunity
- Adding a single large program could increase enrollment by hundreds of students.
- Reducing the number of small programs could free-up funds to re-invest in growth.
- Refining the portfolio will also better-align programs with careers and community needs.
2016 December GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Observations and Trends on the Demand for Higher Education
- In 2016, overall student demand for higher education declined 9%.
- For the second consecutive month, inquiries for online programs grew 5%.
- Inquiry volumes in all five cities in The Big 5 Cities declined year-over-year.
- In 2016, University of California - Los Angeles was the most searched brand Nationally.
- Nationally, Mortgage licensure was the fastest growing certification in 2016.
2018 February GrayReports - Demand Trends for Higher EducationGray Associates, Inc
This document discusses student demand trends in higher education. It provides an overview of national inquiry volumes, conversion rates, and average prices paid per inquiry. It also analyzes demand trends for online and on-campus programs, top cities and programs, and fast growing programs. The document highlights that inquiries have declined but conversions are improving. Demand for online programs is growing while on-campus declines. Computer programming is featured as the program of the month, noting strong salary outcomes.
2017 August GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Medical/Clinical
Administration: Health Care
Nursing: Registered
Justice: Criminal
Administration: Business
Top 5 Programs by Inquiries
Year-over-Year Change in August Inquiries
2017 YoY % Change
All five of the largest programs declined in August inquiries year-over-year.
Medical Assisting inquiries fell 69% YoY, the steepest decline.
-69%
617.366.2838 www.GrayAssociates.com 24
GRAY
For more information please contact Gray Associates.
Email: Sales@GrayAssociates.com
Agenda
1. Student Demand Trends: Inquiries, Conversions, and Searches
GrayReports tracks demand trends in higher education.
- Overall industry trend reports are a free monthly service, which includes these webinars.
- Custom reports on trends by market and programs, which we provide to our paid subscribers:
─ Monthly reports for their specific programs and markets
─ On-line access to detailed data for their programs and markets
Demand is up…Again!
- In November, overall inquiries rose 16% year-over-year.
– We have had three straight months of growth.
– Growth has been accelerating:
–– 3% in September
–– 14% in October
–– 16% in November
- Major segments rose even faster.
– Branded inquiries: +29%
– Online programs: +41%
– Doctoral Degrees: +63%
– Master’s degrees: +79%
- Even inquiries for on-campus programs rose 4.5%
- Job postings for Medical Assistants far outstripped completions.
Key Demand Trends and Observations
1. Inquiry volumes have risen for consecutive months.
2. But, year-over-year...
- Inquiries are down across the board.
- Conversion rates are up, especially in October.
- Conversions are down in the 2nd half of 2014.
- Internal inquiry volumes are up over the last 3 months.
3. The largest programs and markets continue to lose inquiry volume.
4. Darwin is working hard...only the fit will survive:
- Struggling institutions dropped over 15%.
- Sustainers were down just 4%.
Key Demand Trends and Observations
- Overall inquiry volumes declined 11%.
– On-campus continued to decline.
– Inquiries for online programs took a rare hit this month, also down 11%.
- Conversions of April inquiries fell 4% year-over-year.
- However, conversions of online inquiries leapt 63%.
- Two of the Big 5 programs grew year-over-year in July.
Year-over-year, demand for higher education programs was flat in December.
- In December, inquiries for higher education programs were flat.
- For the full year 2015, inquiries for higher education dropped 2.9%.
- Major segments did grow, but more slowly than in prior months.
– Branded inquiries: +10% (down from over 20%
– Online programs: +2% (down from 41% in November)
– Doctoral Degrees: +52%
– Master’s degrees: +70%
- Inquiries for on-campus programs dropped 8.3%.
- We can now pinpoint growth opportunities by program and market.
2017 September GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends & Observations
- While inquiries are falling, conversion rates are improving.
- It takes six months for many inquiries to convert: lead nurturing is vital.
- Interest in on-ground programs continued a steep decline.
- Higher-level degrees are outpacing Associate’s degrees and below.
Key Findings:
On-ground programs are gaining share.
- On-line inquiry volume is falling sharply
–– But, inquiries for on-ground are rising
- Overall, application rates declined
- Cost-per-application is up sharply
–– Results vary widely by market and program: positioning your school in the right locations and programs can make a big difference.
–– You can identify specific neighborhoods where improvements in marketing can make a difference.
This document provides a summary of a webinar presented by Gray Associates on demand trends for higher education programs. Key points from the webinar include:
- Overall student inquiries and conversions are down year-over-year in 2016 according to GrayAssociates' data on over 45 million inquiries.
- Inquiries and conversions are also down for both online and on-campus programs compared to previous years.
- Conversion rates have been stable or down slightly compared to 2014-2015 levels, with some monthly fluctuations.
- The average price per pay-per-inquiry has increased slightly year-over-year but remains around $45 per inquiry.
2017 January GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- Overall student inquiries are declining
- Online is steadily taking share from on-ground programs
– Inquiries for online programs grew 4%
– Conversions are growing at least 6% year-over-year.
- Rapid growth in Post-Master's certificates continues.
- Inquiries for Human Services and Medical Insurance Coding are up over 100%.
- The job market is healthy.
- Microsoft Office is a critical skill set.
The document discusses trends in demand for higher education programs from May 2016. Overall student inquiries have decreased 11% year-over-year each month of 2016. Inquiries for online programs specifically had also been falling 8% on average until May 2016, when they increased 3% compared to the previous year. The average price paid for an external student inquiry through pay-per-inquiry programs decreased 3% year-over-year and 5% month-over-month in May 2016, representing the first price decrease of 2016.
- June demand for higher-education programs fell only 3%.
- Year-over-year...
– Student demand for on-line programs had a turn-around, up 1% in June.
– Student demand for on-ground programs stayed negative.
– Conversion rates for mature months continued to be weak.
– Average cost per converted inquiry continued to trend higher.
- The largest programs and markets continued to lose inquiry volume.
- But there are large pockets of significant growth:
– Bachelor’s programs rose 6%
– “Sustainers” were up 14%
– Graduate programs rose over 30%
2017 November GrayReports - Demand Trends for Higher EducationGray Associates, Inc
- The decline in total inquiries slowed from 10% to 7%.
- Conversion rates and conversions continued to rise.
– Conversion rates are up 45% vs. benchmark.
– August conversions rose 15%.
- Prices for inquiries are slowly rising: up 2.2% in November.
- Online programs continue to lead the turnaround, though growth slowed this month.
– Inquiries for online programs grew 2%.
– Conversions rose 17%.
- On-ground continued a rapid decline.
– Inquiries for on-ground fell 20%.
– Conversions dropped 6%, which is an improvement over last month’s 18% decline.
- Good market analysis uses several data sources, which illuminate distinct sectors.
– The largest programs in IPEDS are quite different from Google’s.
– IPEDS includes more “college-first” decisions.
– Google data emphasizes more “occupation-first” decisions.
- May had the worst year-over-year inquiry results of 2015, down 13%.
- Year-over-year...
– Inquiries for on-line programs reverted back to their decline, down 17%.
– Inquiries for on-ground programs weakened further.
– Conversion rates for mature months continued to decline.
– Average cost per converted inquiry continued to rise.
- The largest programs and markets continued to lose inquiry volume.
- The market gap has widened:
– Struggling institutions dropped 20%.
– Sustainers were flat.
2016 September GrayReports - Demand Trends in Higher EducationGray Associates, Inc
The document provides an analysis of trends in student inquiries and conversions for higher education programs from 2014-2016. Some key points covered:
- Inquiries have decreased 8% on average year-over-year in 2016, while branded inquiries have increased 14% in September.
- External inquiries have fallen 15% on average each month in 2016.
- Conversion rates, which had been volatile in 2014-2015, appear to be stabilizing close to 2014 levels in 2016.
- Inquiries for online programs were flat year-over-year through September but rose 8% that month. Conversions for online programs declined 10% for June inquiries.
- Inquiries for on-campus programs dropped
The document discusses demand trends for educational programs based on data from GrayReports, which tracks over 40 million inquiries. Some key points:
- In August 2015, overall inquiries declined just 2% year-over-year while internal inquiries rose 2%. Conversion rates improved after declining through May.
- Inquiries for online programs fell 5% while inquiries for on-ground programs declined more sharply at 10%. Health care programs continue growing faster than others.
- The largest programs like registered nursing and business administration saw small increases in inquiries while criminal justice inquiries declined 51%. The fastest growing programs more than doubled inquiries year-over-year.
The downward trend in inquiries continued in July, but jobs are growing.
- Inquiry volumes fell 10% but branded and online grew.
- Conversions of April inquiries were down 22% YoY.
- Average inquiry prices dropped below $45.
- Higher degree levels continued to outperform.
- Social Media continues to be a strong channel.
1. By popular request, this month we will report only on Internal Inquiries.
– No PPI inquiries are included after the first two charts.
– Internal inquiries are received directly by school websites, call centers, and mail.
2. In July, total demand fell 4% year-over-year. But, internal inquiries fell 18%.
3. Since 2014, internal inquiry conversion rates have fallen from 8.2 to 6%.
4. In July, year-over-year internal inquiries...
– Fell 10% for on-line higher-education programs
– Fell 38% for on-ground higher education programs
– Fell for the largest programs and markets
5. Over the last three months, there were pockets of year-over-year growth:
– Inquiries for programs at the Bachelor's level and higher rose over 25%.
– Over this time period, on-line grew at a double-digit rate.
– Sustainers continued to grow over 10%.
2016 November GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- Overall, student demand continued to fall 8-9%.
- Inquiries and conversions for online programs are growing.
- Inquiry growth for graduate programs has reversed.
- Job postings for all degree levels are up – except for Bachelor's degrees.
- Healthcare and IT dominate the growth in job postings.
2018 January GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends and Observations
For the first time since 2012, inquiry volumes increased, rising 3%.
Conversion rates and conversions are rising.
- Q3 conversion rates jumped 50% vs. Gray’s benchmark.
- Q4 will also exceed our benchmark, but by a much narrower margin
- October conversions rose 11%
Online programs led the turnaround.
- Inquiries for online programs grew 14% YoY, up from 6% YoY growth last month
- Conversions rose 3.5%
On-ground continued a rapid decline.
- Inquiries for on-ground fell 11%
- Conversions dropped 21%
Program Productivity is a serious issue–and an opportunity
- Adding a single large program could increase enrollment by hundreds of students.
- Reducing the number of small programs could free-up funds to re-invest in growth.
- Refining the portfolio will also better-align programs with careers and community needs.
2016 December GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Observations and Trends on the Demand for Higher Education
- In 2016, overall student demand for higher education declined 9%.
- For the second consecutive month, inquiries for online programs grew 5%.
- Inquiry volumes in all five cities in The Big 5 Cities declined year-over-year.
- In 2016, University of California - Los Angeles was the most searched brand Nationally.
- Nationally, Mortgage licensure was the fastest growing certification in 2016.
2018 February GrayReports - Demand Trends for Higher EducationGray Associates, Inc
This document discusses student demand trends in higher education. It provides an overview of national inquiry volumes, conversion rates, and average prices paid per inquiry. It also analyzes demand trends for online and on-campus programs, top cities and programs, and fast growing programs. The document highlights that inquiries have declined but conversions are improving. Demand for online programs is growing while on-campus declines. Computer programming is featured as the program of the month, noting strong salary outcomes.
2017 August GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Medical/Clinical
Administration: Health Care
Nursing: Registered
Justice: Criminal
Administration: Business
Top 5 Programs by Inquiries
Year-over-Year Change in August Inquiries
2017 YoY % Change
All five of the largest programs declined in August inquiries year-over-year.
Medical Assisting inquiries fell 69% YoY, the steepest decline.
-69%
617.366.2838 www.GrayAssociates.com 24
GRAY
For more information please contact Gray Associates.
Email: Sales@GrayAssociates.com
Agenda
1. Student Demand Trends: Inquiries, Conversions, and Searches
GrayReports tracks demand trends in higher education.
- Overall industry trend reports are a free monthly service, which includes these webinars.
- Custom reports on trends by market and programs, which we provide to our paid subscribers:
─ Monthly reports for their specific programs and markets
─ On-line access to detailed data for their programs and markets
Demand is up…Again!
- In November, overall inquiries rose 16% year-over-year.
– We have had three straight months of growth.
– Growth has been accelerating:
–– 3% in September
–– 14% in October
–– 16% in November
- Major segments rose even faster.
– Branded inquiries: +29%
– Online programs: +41%
– Doctoral Degrees: +63%
– Master’s degrees: +79%
- Even inquiries for on-campus programs rose 4.5%
- Job postings for Medical Assistants far outstripped completions.
Key Demand Trends and Observations
1. Inquiry volumes have risen for consecutive months.
2. But, year-over-year...
- Inquiries are down across the board.
- Conversion rates are up, especially in October.
- Conversions are down in the 2nd half of 2014.
- Internal inquiry volumes are up over the last 3 months.
3. The largest programs and markets continue to lose inquiry volume.
4. Darwin is working hard...only the fit will survive:
- Struggling institutions dropped over 15%.
- Sustainers were down just 4%.
Key Demand Trends and Observations
- Overall inquiry volumes declined 11%.
– On-campus continued to decline.
– Inquiries for online programs took a rare hit this month, also down 11%.
- Conversions of April inquiries fell 4% year-over-year.
- However, conversions of online inquiries leapt 63%.
- Two of the Big 5 programs grew year-over-year in July.
Year-over-year, demand for higher education programs was flat in December.
- In December, inquiries for higher education programs were flat.
- For the full year 2015, inquiries for higher education dropped 2.9%.
- Major segments did grow, but more slowly than in prior months.
– Branded inquiries: +10% (down from over 20%
– Online programs: +2% (down from 41% in November)
– Doctoral Degrees: +52%
– Master’s degrees: +70%
- Inquiries for on-campus programs dropped 8.3%.
- We can now pinpoint growth opportunities by program and market.
2017 September GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends & Observations
- While inquiries are falling, conversion rates are improving.
- It takes six months for many inquiries to convert: lead nurturing is vital.
- Interest in on-ground programs continued a steep decline.
- Higher-level degrees are outpacing Associate’s degrees and below.
Key Findings:
On-ground programs are gaining share.
- On-line inquiry volume is falling sharply
–– But, inquiries for on-ground are rising
- Overall, application rates declined
- Cost-per-application is up sharply
–– Results vary widely by market and program: positioning your school in the right locations and programs can make a big difference.
–– You can identify specific neighborhoods where improvements in marketing can make a difference.
This document provides a summary of a webinar presented by Gray Associates on demand trends for higher education programs. Key points from the webinar include:
- Overall student inquiries and conversions are down year-over-year in 2016 according to GrayAssociates' data on over 45 million inquiries.
- Inquiries and conversions are also down for both online and on-campus programs compared to previous years.
- Conversion rates have been stable or down slightly compared to 2014-2015 levels, with some monthly fluctuations.
- The average price per pay-per-inquiry has increased slightly year-over-year but remains around $45 per inquiry.
2017 January GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- Overall student inquiries are declining
- Online is steadily taking share from on-ground programs
– Inquiries for online programs grew 4%
– Conversions are growing at least 6% year-over-year.
- Rapid growth in Post-Master's certificates continues.
- Inquiries for Human Services and Medical Insurance Coding are up over 100%.
- The job market is healthy.
- Microsoft Office is a critical skill set.
2017 February GrayReports - Demand Trends in Higher EducationGray Associates, Inc
Key Demand Trends & Observations
- Overall student inquiries are declining.
- But, online education is continuing to grow.
- Rapid growth in Post-Master's certificates continues.
- Human Services continues to be the fastest- growing program.
Gray Associates provides data and analytics services to higher education institutions. This document summarizes key demand trends for higher education programs from January 2012 through June 2017. It shows that overall student inquiries have declined year-over-year for the past two months while online program inquiries have grown. Conversions for online programs have increased substantially while conversions for on-campus programs have declined. Associate's degree inquiries saw the largest growth compared to other degree levels in June 2017.
2017 December GrayReports - Demand Trends for Higher EducationGray Associates, Inc
The most recent student and employer demand trends in higher education.
The 10% annual decline in total inquiries is slowing down a bit.
- 3% in November
- 7% in December
The improvement in conversions stopped in this period.
- Q4 conversion rates are not mature, even so, they are well below recent results.
- In the most recent mature month, conversions fell 7% YoY.
Online program growth slowed–almost to zero.
- Inquiries for online programs grew only 2%.
- For the first time in over a year, conversions fell.
On-ground continued a rapid decline.
- Inquiries for on-ground fell18% in December.
- September conversions plunged 34%.
Gray’s Program Evaluation System is an increasingly robust tool.
- Multiple data sources on student demand, employment, and competition
- New data added on employer needs, including work activities and tools
For the first time since May 2014, year-over-year inquiry volume increased.
1. September inquiries rose 3% year-over-year.
– Internal/Branded inquiries rose a whopping 14%
– Inquiries for On-line programs rose 20%; On-ground dropped only 3.5%
– Three of the five largest cities grew
– Higher-level degrees continued to outperform
2. September conversion rates beat 2015 norms and may exceed 2014 results.
3. Price-per-inquiry rose from $43.44 to $45.42.
4. Channels are shifting quickly.
– Traditional channels (e.g., inbound phone) fell by double digits
– Social media is booming, up 347%
– Rumors of PPI’s death are grossly exaggerated—PPI rose 17%
5. Gray’s analysis of student demand, employment, and competition identified the top 10 programs nationwide:
– HVAC ranks 4th
– Electrician ranks 8th
Student demand for higher education is up!
- In October, overall inquiries are up year over year.
─ First back-to-back increases in a very long time (September was up 3%)
─ Up 14% overall year-over-year
─ Internal/branded inquiries up 29%
─ On-line programs up 46%
─ Even inquiries for on-ground programs rose 2.7%
─ Master’s-degree and Doctoral programs up 79% and 64%, respectively
- Conversion rates are also up—and will get better.
2017 October GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- The decline in total inquiries slowed from 10% to 3%.
- Conversion rates and conversions are rising.
– Conversion rates jumped 40% vs. benchmark.
– July conversions rose 17%.
- Online programs led the turnaround.
– Inquiries for online programs grew 6%
– Conversions rose 31%
- On-ground continued rapid decline.
– Inquiries for on-ground fell 15%
– Conversions dropped 19%
- Gray's Program Evaluation System is increasingly a robust tool.
– Multiple data sources on student demand, employment, and competition
– Now includes data on employer needs, including work activities and tools
2018 March Gray Reports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends and Observations
- The decline in total inquiries resumed: March inquiries fell 6%.
- The downward trend was confirmed by an 11% decline in Google searches.
- For the first time in five months, searches for online programs fell, dropping 12%.
- After two years of increases, conversion rates also declined.
- In this environment, you will need:
– Great data to inform decisions on programs and markets to invest in.
– The ability to take share, so you can sustain enrollment in a declining market.
Key Findings and Demand Trends
1. In December, inquiries and conversions rose month-over-month.
2. But, year-over-year...
- Inquiries are down, especially for on-line
- Conversion rates are up, slightly
- Conversions are down, especially for on-line
- Cost-per-conversion is holding steady
3. Average prices for pay-per-lead inquiries dropped
4. The largest programs and markets continue to lose inquiry volume
5. The market is bifurcating
- Struggling institutions dropped over 25%
- Sustainers were down just 7%
Key Demand Trends and Observations
1. Year-over-year, inquiries dropped 12% in January, but only 9% in February.
2. Year-over-year...
- Inquiries for on-line programs slowed their fall.
- Inquiries for on-ground programs were roughly flat.
- Conversion rates have been holding steady, but February got a weak start.
- Average costs per converted inquiry continue to trend higher.
3. The largest programs and markets continue to lose inquiry volume.
4. While the gap narrowed in February, the market is still bifurcated:
- Struggling institutions dropped over 11%.
- Sustainers were down just 6%.
Key Findings:
Declines in inquiry volumes and conversions accelerated in October.
- Inquiry volumes were down 32%, much more than in prior months.
- Conversion rates dropped to the lowest levels since November 2012.
- The declines hit both on-line and on-ground programs, with on-line hit harder.
- The declines hit both internal and external inquiries.
- We believe that different institutions experienced a range of trends:
–– Strugglers: Some struggling institutions received sharply fewer inquiries and converted fewer of the ones they did receive.
–– Shifters: Some institutions shifted their marketing spend away from paid leads. Sustainers: Some institutions largely escaped these broad market declines.
Similar to 2016 March GrayReports - Student Demand Trends (12)
2019 January GrayReports- Demand For Higher Education ProgramsGray Associates, Inc
▪ Total inquiries in 2018 increased 1.7% from 2017.
▪ In December, total inquiries rose again–by 9%.
▪ Unfortunately, inquiries for on-ground programs resumed their decline.
▪ Delaware and the Midwest saw the largest year-over-year increases in inquiries.
▪ In December, inquiries for Mental Health Counseling programs increased 140% year-over-year.
- Student Demand, Competition and Jobs for Mental Health Counseling are all favorable.
- However, nationwide wages are quite low.
- Grand Rapids, Michigan is the most attractive city for the program.▪ Total inquiries in 2018 increased 1.7% from 2017.
▪ In December, total inquiries rose again–by 9%.
▪ Unfortunately, inquiries for on-ground programs resumed their decline.
▪ Delaware and the Midwest saw the largest year-over-year increases in inquiries.
▪ In December, inquiries for Mental Health Counseling programs increased 140% year-over-year.
- Student Demand, Competition and Jobs for Mental Health Counseling are all favorable.
- However, nationwide wages are quite low.
- Grand Rapids, Michigan is the most attractive city for the program.
-For two months in a row, inquiries for on-ground programs have risen year-over-year.
-However, online programs rose at double the rate of on-ground program inquiries.
-New Mexico and Arkansas continue to lead in inquiry growth.
-Prices for inquiries are more expensive in November than September and October.
-Inquiries for Medical Assistant programs continue to decrease.
-Welding programs are in-demand by students and have strong employment numbers.
-As always, good market data enables better program decisions.
2018 October GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Gray Associates tracks data on demand for higher education programs, including student inquiries, Google search trends, employment outcomes and more. According to their October 2018 data:
- Overall student inquiries increased 10% year-over-year, driven by a 10% increase in inquiries for online programs and 5% increase for on-campus programs.
- Three of the top five programs by inquiries (Criminal Justice, Healthcare Administration, Registered Nursing) saw double-digit growth last month compared to October 2017.
- Google searches for the 200 largest higher education programs increased 3% year-over-year in October, while searches for 75 brands declined slightly by 0.8%.
Universities need to balance Mission, Market, and Money.
- All programs should further the university’s mission.
- Some programs need to make money so that others can operate at a loss.
• Some mission-critical programs may have small markets, low enrollment, and losses.
• Other programs central to the mission may have high costs.
• Larger, lower-cost programs can help to fund them.
- These cross-subsidies enable universities to fund and assert their academic values.
- Good estimates of program margins are needed to maintain a prudent balance.
2018 September GrayReports - Demand Trends for Higher EducationGray Associates, Inc
This document from Gray Associates provides data and analysis on demand trends in higher education programs through September 2018. It includes data on student inquiries, Google search volumes, average prices per inquiry, growth in various programs and degrees, geographic trends, and competitive analyses. Program contribution and sustainability are also discussed. In particular, the information technology program is highlighted as having strong student demand but facing competitive pressures. Overall, the data show growing demand for online programs while inquiries for on-campus programs decline.
2018 August GrayReports - Demand Trends for Higher EducationGray Associates, Inc
Key Demand Trends and Observations for Higher Education Programs
- We’re finally seeing consistent growth in overall student demand.
- Both Google search and Gray inquiry data confirm this trend.
- But all the growth is in online; on-ground continues to decline.
- Prices for inquiries were at all-time highs, but have begun to drop.
- Demand growth rates are higher in more rural areas.
- Program contribution can and should be included in program reviews.
Gray Associates - Understanding Program Economics [Live Webcast]Gray Associates, Inc
On September 11th, we shared how colleges and universities are analyzing program economics to strike a more informed and effective balance.
Dr. Bill Massy, a past Professor, Dean, and CFO at Stanford University and Bob Atkins, CEO of Gray Associates, shared best practices in the analysis of program economics and the use of this data to inform program reviews and decisions. In Dr. Massey's view, understanding program economics is critical to maximizing mission attainment, especially for a not-for-profit university.
Gray Associates shared how Regis University integrated with Gray's flexible data, systems, and processes. Through this integration, Regis University's Academic Council (RUAC), composed of college representatives, was able to provide recommendations to their Provost on the best programs to Grow, Sustain, or Intervene. Among other critical findings, a key takeaway for Regis was that Faculty engagement was mission critical.
Before diving into the outcomes of Regis University's Program Sustainability Assessment, Gray will share the most recent student and employer trends using the best data in higher education. All of the trends we reveal are derived from Gray's Program Evaluation System (PES). PES was used by RUAC to identify key data points to inform future resource allocation strategies for sustainability and future growth.
Key Demand Trends and Observations
– The decline in total inquiries seems to be slowing.
- Google search volumes are off just 3%
- Gray inquiries are flat
- This reflects declining interest in on-ground and rising demand for online.
– Conversion rates and conversions are now declining year-over-year.
– Prices for inquiries are rising.
– Non-traditional graduate students are a unique segment.
- Employed, married and raising kids
- Prefer local online with some on-campus work.
– In this environment, you will need:
- Great data to inform decisions on programs and markets to invest in.
- The ability to take share, so you can sustain enrollment in a declining market.
The document provides data and analysis on student demand trends in higher education from May 2018, focusing on inquiries, conversions, searches, prices and budgets. It highlights trends for public administration programs specifically, including rising interest, salaries, and education requirements. Overall inquiries are up slightly after declines, while searches and on-campus inquiries are down, and prices per inquiry continue rising year-over-year.
Key Demand Trends and Observations
- The decline in total inquiries seems to be slowing.
- Both Google search and Gray inquiry data confirm this trend.
- Conversions exceed our baseline, but are off their peak.
- Prices for inquiries are rising.
- In this environment, you will need:
– Great data to inform decisions on programs and markets to invest in.
– The ability to take share, so you can sustain enrollment in a declining market.
2018 Best Practices in Program Portfolio Assessment - Running an Effective Pr...Gray Associates, Inc
Picking the right programs to Start, Stop, Sustain or Grow requires a combination of data, judgment, and process. In the final episode of our webcast series, we shared a process that leads to high-quality program decisions and ensures that these choices have the support of faculty and institutional leaders.
In 2017, our team facilitated this process for colleges and universities that serve over 950,000 students. The approach describes the best available data on markets for academic programs with a decision-making workshop.
Why has this process been successful?
Data-Enabled: Provides relevant market data on student demand, employer demand, and competition
Inclusive: Engages key stakeholders from the institution's administration and faculty
Consistent: Applies consistent scoring techniques to all programs
Transparent: Enables an open, frank discussion of data, scores, and issues
Judgment: Encourages participants to use the data to inform their judgment, not to replace it
2018 Best Practices in Program Portfolio Assessment - Competition and Strateg...Gray Associates, Inc
Competition is a critical element in program evaluation.
- Before you can evaluate competition, you need to define your market.
- IPEDS has lots of good historical data on competition.
– IPEDS identifies most competitors and their size and growth.
– Median completions helps to estimate the size of potential new programs.
– Change in median completions is an indicator of saturation.
- But, IPEDS is dated and missing certain competitors:
– National on-line
– Non-Title IV
- More current data is available, including Google and Inquiries
- The degree for the program should enable graduates to compete for jobs.
2018 Best Practices in Program Portfolio Assessment - Employer DemandGray Associates, Inc
The second episode of our 4-part webcast series on Best Practices in Program Portfolio Assessment focused on Employer Demand. Our webcast on Thursday, March 8th helped institutions assess employment markets for graduates of their programs. We highlighted all of the data sources as well as the limitations of each source, so institutions can use them more safely.
2018 Best Practices in Program Portfolio Assessment - Student DemandGray Associates, Inc
Student demand was the focus of the first webcast on Thursday, February 8th. Our goal was to help you understand how to get and use Google data, inquiry volumes, Integrated Postsecondary Education Data System (IPEDS) completions, and geo-spatial analysis to assess demand for your programs.
The Best Practices in Program Portfolio Evaluation - Running an Effective Pro...Gray Associates, Inc
Key Take-Aways
The most important take-away is the simplest: you have the ability to consistently, comprehensively and cooperatively evaluate programs based on market conditions.
- Don’t ignore any of the big market elements when you’re evaluating programs.
– Student demand
– Job opportunities
– Competitive intensity
– Degree fit
- Each data element has some aws or limitations. That’s why we have people.
- Don’t ignore institutional knowledge, but don’t allow it to dictate either.
- Analyzing programs requires a process that respects and engages key stakeholders.
- Data can inform, and should, but it is management and academic judgement that is required to reach informed choices.
The Best Practices in Program Portfolio Evaluation - Competitive IntensityGray Associates, Inc
Competition is a critical element in program evaluation.
- Before you can evaluate competition, you need to define your market.
- IPEDS has lots of good historical data on competition.
– IPEDS identifies most competitors and their size and growth.
– Median completions helps to estimate the size of potential new programs.
– Change in median completions is an indicator of saturation.
- But, IPEDS is dated and missing certain competitors:
– National on-line
– Non-Title IV
- More current data is available, including Google and inquiries.
- The degree for the programs should enable graduates to compete for jobs.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Physiology and chemistry of skin and pigmentation, hairs, scalp, lips and nail, Cleansing cream, Lotions, Face powders, Face packs, Lipsticks, Bath products, soaps and baby product,
Preparation and standardization of the following : Tonic, Bleaches, Dentifrices and Mouth washes & Tooth Pastes, Cosmetics for Nails.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
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GRAY
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Email: Sales@GrayAssociates.com
Who Is Gray?
GrayData
IPEDS+
Employment
BLS/O*NET
Placement Rates
Gray Research
Student Inquiries
GrayReports
Demographics
US Census
Job Postings
WANTED Analytics
Students Programs StrategyLocations
§ Demographic priorities
§ Geo-priorities
§ Market share
§ City selection
§ Location selection
§ Relocation analysis
§ Consolidation
§ Program selection
§ Program development
§ Curriculum enhancement
§ Market reports
§ Business strategy
§ Strategy implementation
§ Pricing
§ Outcome improvement
Advanced Analytics
Predictive Models
Geo-Analytics
Clients: Higher Education Institutions and Stakeholders
Competition
Program Evaluation
System
§ Custom Scoring
§ Scorecards
- By Program
- By Market
- 100+ Markets
- 1,000+ Programs
Updates
Enhanced Crosswalks
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What is GrayReports?
GrayReports tracks demand for higher education.
§ Today’s webinar and monthly industry trend reports are free.
§ Paid subscribers receive custom monthly reports for their markets and programs.
§ Paid subscribers also have online access to detailed data for their programs and markets.
Over 45 million qualified inquiries
January 2012 to the present
Over 750,000 new inquiries in March 2016
Over 200 programs with over 10,000 inquiries
Over 300 cities with over 10,000 inquiries
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Agenda
1. National Inquiry and Conversion Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
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Overall Student Inquiries (All Sources)
Overall inquiry volumes for higher education fell another 10%.
§ Inquiries were increasing late last year, but the trend broke at the start of the new year.
§ This year’s first quarter was down 9% compared to last year’s first quarter.
-
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
-10% YoY
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Branded Inquiries
Branded inquiries decreased 10% in March.
§ March was the first time Branded inquiries have decreased since July 2015.
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
-10% YoY
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External Inquiries: Overall Results
External inquiries decreased in March for the second consecutive year.
§ This was the lowest March volume in over four years.
§ External inquiries decreased year-over-year in 13 of the last 15 months.
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
-11% YoY
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Inquiry to Application: Overall Conversion Rates
Overall conversion rates have been volatile, but were trending up until recent months.
§ Since Q1 2014, quarterly rates have risen as much as 18% and dropped by 4%.
§ The most recent mature quarter dropped by 1%.
§ Both Branded and external inquiry conversion rates dropped in Q4.
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
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.
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Overall Student Inquiry Conversions (All Sources)
In December, total student conversions for programs in higher education decreased 7% year-over-year.
§ This comes after strong growth in November.
§ After the weak Q4, conversion rates in Q1 are good, though Q1 has not matured.
§ As a result, Q1 seems likely to hit last year’s levels when it matures.
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
-7% YoY
Immature Months1
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Average Price for Pay-per-Inquiry
The price of an external inquiry increased 3% year-over-year.
§ After a record high in February, the average price is back below the $45 mark.
§ Better inquiries may cost more—and institutions are competing for fewer inquiries.
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 $45.44 $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 $45.93 $44.90
$44.90
$35
$37
$39
$41
$43
$45
$47
Average Price per Inquiry for PPI
All Programs and Award Levels
Note: PPI means“Pay per Inquiry.” Inquiry price is the average price per inquiry from PPI.
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Agenda
1. National Inquiry Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
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Inquiries for Online Programs
Education Industry Inquiries: YOY Percent ChangeInquiries for online programs fell less than February, but did decrease 5%.
§ In 2015, September (+20%), October (+46%), and November (+40%) had solid inquiry volume.
§ March did recover from a February that was exceptionally low.
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
-5% YoY
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Student Inquiry Conversions for Online Programs
Year-over-year, December had 12% more conversions for online programs.
§ This trend will probably not continue into the new year.
─ January is on pace to come in very near 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.
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
12% YoY
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Inquiries for On-Campus Programs
Student demand for on-campus higher education programs dropped 7% year-over-year.
§ Inquiries grew in October and November of 2015.
§ December fell 8%.
§ The decline had accelerated to start 2016—January and February were down 14% and 17%.
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
-7% YoY
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Student Inquiry Conversions for On-Campus Programs
Conversions for on-campus programs continued to decline—down 13% in December.
§ Q1 conversions may reach last year’s levels when these months mature.
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. 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.
-13% YOY
Immature Months1
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Agenda
1. National Inquiry Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
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The Big 5 Programs: March Growth
Three of the big five programs grew!
§ Three of the Big 5 Programs grew 8% or more year-over-year.
─ After massive year-over-year declines in 2014 and 2015, Criminal Justice is regaining some ground.
─ Registered Nursing is continuing to grow and is up more than 14%.
§ Medical Assistant and Administrative Assistant continued to fall.
-76%
84%
6%
-13%
-7%
50%
14%
8%
-20%
-27%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Criminal Justice/Police
Science
Registered Nursing/
Registered Nurse
Business Administration and
Management
Medical/Clinical Assistant Administrative Assistant and
Secretarial Science
Five Largest Programs Since January 2012
Year-over-Year Change in March Inquiries
2015 YoY % Change 2016 YoY % Change
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Student Inquiries: The Big 5 Cities
Once again, the biggest cities were down year-over-year.
§ March was much worse than February for the Big 5—all five were down more than 10%.
§ Unlike last month, Chicago had the largest decline, with a 34% year-over-year drop.
-15%
-2%
-28%
-7%
-10%
-12%
-22%
-25%
-30%
-34%
-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 March 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.
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-34%
-29%
-13%
-12%
-8%
-8%
-1%
12%
18%
26%
-40% -30% -20% -10% 0% 10% 20% 30%
Unknown Degree
Associate's
Campus
External
Online
Certificate
Branded
Bachelor's
Doctorate
Master's
Quarterly Change in Inquiries
2014/2015 vs. 2015/2016 (January – March)
Inquiry Volumes by Category – Trailing 3 Months
Quarterly inquiries for higher-level degrees continued to grow.
§ Higher-level degrees continue to have the highest inquiry growth.
§ Unlike previous quarters, internal inquiries declined slightly.
§ For the quarter, both on-campus and online programs were down.
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Inquiry Volumes by Channel - Trailing 3 Months
For the most part, branded inquiry channels outperformed external inquiries.
§ Social Media continued to be the fastest-growing channel.
§ Five different branded inquiry channels grew in March.
-76%
-45%
-39%
-31%
-21%
-19%
-9%
-7%
-4%
-3%
8%
10%
36%
57%
178%
-100% -50% 0% 50% 100% 150% 200%
Display: Branded
Inbound Phone: Branded
Offline Media: Branded
Referral: Branded
Affiliate - PPC: External
Affiliate: External
All Other Internal: Branded
PPC: Branded
Email: Branded
PPL: External
Interactive: Branded
Website: Branded
Organic: Branded
PPC - Inbound Call: Branded
Social Media: Branded
Quarterly Change in Inquiries by Channel
All Programs and Award Levels
(January – March, YoY)
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Agenda
1. National Inquiry Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
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DoE to Accreditors: Employment Outcomes Matter
The Department of Education notified accreditors that they need to better monitor employment outcomes.
“If there have been poor outcomes for students or other concerns that
have arisen at accredited institutions or programs, does the agency need
to revise its standards and processes to identify and address those issues
more effectively?”
Source: Letter from the U.S. Department of Education dated April 22, 2016 titled“Flexibility in Application of Accrediting Agency Review Process; and Emphases
in Departmental Review of Agency Effectiveness”, signed by Ted Mitchell, Under Secretary.
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85% of BLS growth projections are off by 50% or more.
• 45% of BLS’s estimates were too optimistic. Of these, 32% were off by 100% or more.
• 45% of BLS’s estimates were too optimistic. Of these, 32% were off by 100% or more.
• 55% were too optimistic; these were closer the mark; still, 44% were off by 50% or more55%
were too optimistic; these were closer the mark; still, 44% were off by 50% or more.
• 45% of BLS’s estimates were too optimistic. Of these, 32% were off by 100% or more.
• 55% were too optimistic; these were closer to the mark; still, 44% were off by 50% or more
0%
5%
10%
15%
20%
25%
<10% 10-25% 25-50% 50-75% 75-100% 100-150% 150-200% 200%+
Percentage
of SOCs
Percentage Error
Error in BLS Actual vs. Projected Change in Employment
2012-2015
Forecast Too
Pessimistic
Forecast Too
Optimistic
Source: BLS Occupational Employment Statistics and BLS Employment Projections 2012-2022
Note: BLS forecasts are for 2022. Gray used the 2012 base and the BLS annual growth rate to estimate 2015 employment.
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Job Postings Are Quite Consistent Over Time
New Job Postings in 2012 were a better predictor.
-
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
- 250,000 500,000 750,000
2015-16 New
Job Postings
2012-13 New Job Postings
New Job Postings
By 8-Digit SOC*
Home Health
Aides
Stock Clerks
and Order
Fillers
Source: WANTED Analytics. Excludes SOC 53-3032.00 Commercial Truck Drivers.
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Monthly New Job Postings for Securities Traders
Some fields are quite volatile; these postings have limited predictive value.
New Job
Postings
New Job Postings
Securities and Commodities Traders
2012-2016
Source: WANTED Analytics. SOC 41-3031.03 Securities and Commodities Traders.
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Monthly New Job Postings for Registered Nurses
Some occupations have had essentially straight-line growth trends. Postings in these fields would be highly
predictive.
New Job Postings
Registered Nurses
2012-2016
New Job
Postings
Source: WANTED Analytics. SOC 29-1141 Registered Nurses.
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Agenda
1. National Inquiry Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
29. PROMOTE
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30. •
1.844.445.1751
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“The
average
smartphone
user
checks
their
Facebook
account
14X
a
day”
31. •
1.844.445.1751
info@socialhp.com
“72%
of
high
school
students
are
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media
to
research
colleges
and
universi+es
before
applying”
32. DID YOU KNOW?
•
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DID YOU KNOW?
In Academic Impressions’ 2013 survey on enrolment declines,
47% of the 190 institutions participating in the survey missed
their enrolment targets last year—many by a significant
percentage.
33. •
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info@socialhp.com
“322%
increase
in
Branded
Social
Media”
(source:
Gray
Associates)
34. •
1.844.445.1751
info@socialhp.com
“49%
of
U.S.
consumers
say
friends
and
family
are
their
top
sources
of
brand
awareness”
(source:
Jack
Morton)
37. •
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info@socialhp.com
CONTACT US
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Agenda
1. National Inquiry Trends
2. Inquiries and Conversions: Online vs. On-Campus Programs
3. Views by Program and Segment
4. Program Evaluation
5. SocialHP
6. Summary
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Key Demand Trends and Observations
March generally underperformed.
§ Inquiry volumes fell 10%.
─ Branded down 10%
─ Online down 5%
─ On-campus down 7%
§ Conversions are down 7%.
─ However, online conversions were up 12% in December.
─ It is too early to tell if January of 2016 will reach last year’s levels.
§ Prices are up year-over-year, but down from last month’s new high.
§ Several large programs are growing.
§ Higher degree levels continue to outperform.
§ 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
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Questions and Contacts
Please feel free to contact:
Bob Atkins
CEO
Gray Associates, Inc.
Bob.Atkins@GrayAssociates.com
@Gray_Associates
617.366.2836
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