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
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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
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?”
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
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.
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.
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 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 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.
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.
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.
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%.
- 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%
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%.
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.
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.
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.
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%.
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%.
1) The document discusses how to use competitive intelligence to improve one's own search marketing strategies. It advocates shifting from keyword-driven monitoring to market-driven monitoring to stay ahead of competitors.
2) Specific strategies are presented for "stealing" competitors' best performing keywords, copy approaches like emphasizing product ranges or sales, and integration tactics between paid search and organic search.
3) The key takeaways are to use market-driven monitoring to stay ahead of competitors, identify competitors' best strategies to outwit them, and increase ROI by effectively integrating paid and organic search.
Key Findings:
1. Rich, New Information is Available on Demand for Education—GrayReports
2. A Significant Shift is Underway in Inquiry Mix
- On-line is declining 24% year to date, but on-ground is up 3.2%
- External Inquiries are down 8%, while Internal Inquiries were up 9% in April
- 4 of the 5 largest cities dropped 11%, losing share to smaller cities
- The five largest programs fell 14% in April, while the fastest growing programs rose over 60%
3. Application Rates Show Mixed Results
4. Inquiry Pricing and Cost-per-Application are Up in April
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%
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
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
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?”
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
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.
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.
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 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 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.
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.
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.
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%.
- 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%
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%.
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.
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.
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.
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%.
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%.
1) The document discusses how to use competitive intelligence to improve one's own search marketing strategies. It advocates shifting from keyword-driven monitoring to market-driven monitoring to stay ahead of competitors.
2) Specific strategies are presented for "stealing" competitors' best performing keywords, copy approaches like emphasizing product ranges or sales, and integration tactics between paid search and organic search.
3) The key takeaways are to use market-driven monitoring to stay ahead of competitors, identify competitors' best strategies to outwit them, and increase ROI by effectively integrating paid and organic search.
Key Findings:
1. Rich, New Information is Available on Demand for Education—GrayReports
2. A Significant Shift is Underway in Inquiry Mix
- On-line is declining 24% year to date, but on-ground is up 3.2%
- External Inquiries are down 8%, while Internal Inquiries were up 9% in April
- 4 of the 5 largest cities dropped 11%, losing share to smaller cities
- The five largest programs fell 14% in April, while the fastest growing programs rose over 60%
3. Application Rates Show Mixed Results
4. Inquiry Pricing and Cost-per-Application are Up in April
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%
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
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 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.
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.
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
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.
- 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.
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
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.
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%
This document from Gray Associates provides an overview and analysis of demand trends in the education industry based on data through July 2014. Some key points covered include:
- Overall industry inquiries were down 10% year-over-year in July while internal inquiries increased 81%. Conversion rates have been strengthening.
- Demand for online programs continues to lose share, with inquiries down 24.5% in July. Conversion rates for online programs are improving after a slow start to the year.
- An upcoming report in September will preview emerging opportunities in the medical assisting field.
Similar to 2016 September GrayReports - Demand Trends in Higher Education (14)
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.
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.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
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Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
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Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
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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. 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. 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. 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. 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. 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. 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. 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. 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%
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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%
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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
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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.
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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%
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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
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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%
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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
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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.
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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.
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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.
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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
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-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.
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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)
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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
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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
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-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.
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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.
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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
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GRAY
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-
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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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. Inform to Empower
Creating informative
education exploration to
empower students at all
stages of engagement
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. 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. 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. 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. 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. 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. 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. 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. • 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. 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
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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
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GRAY
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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
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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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Upcoming Gray Associates’ Webcast
Please join us next month!
November Webcast
(October Results)
Tuesday, November 15th at 2:00 PM EDT