Higher Ed Dialog

Waiting for the Phone to Ring? Try a New Approach

Leslie Kossar — Mon, 14 Dec 2009 16:10:00 GMT

Higher education institutions waiting for the phone to ring may be waiting a long time, says Jennifer Copeland, vice president and partner of Demand Engine. Schools must employ comprehensive, strategic marketing plans to reach out to today’s prospective students and succeed in the changing world of recruitment, says Copeland in an interview with EducationDynamics.

Enrollment managers are simultaneously coping with tight budgets and a changing landscape in which adult learners make up the largest segment of the prospect pool, a segment that's expected to grow in the coming years as the number of new high school graduates plateaus and today's workforce requires frequent updating of skills.

Sending a direct mail piece and waiting for the phone to ring doesn’t work with these time-crunched adult learners, Copeland says, but neither does jumping on the latest technology just because it’s possible to do so. Instead, schools must employ an interactive marketing approach that engages prospective students and incorporates feedback to demonstrate both an understanding of the students and an ability to help them achieve their educational goals.

To view the article in its entirety, visit http://sharing.educationdynamics.com/blogs/interviews/archive/2009/10/23/enrollment-marketing-in-a-recession-reduce-costs-and-improve-results-part-1.aspx. Coming soon in Part Two of Copeland’s interview: Cost-effective marketing strategies.

Empowering Students: A Key To Retention Success -- Webinar Review

Leslie Kossar — Tue, 24 Nov 2009 21:47:00 GMT

Heightened calls for institutional accountability regarding lackluster retention rates has prompted many higher education administrators to consider an unlikely partner to stem rising student attrition: at-risk students. The trend among higher education administrators toward creating a culture of empowered learners to bolster persistence, along with best practices in leveraging students as active participants in retention initiatives, was revealed by preeminent student success thought leader Dr. Skip Downing in Thursday’s complimentary EducationDynamics webinar, Empowering Students: A Key to Retention Success.

Dr. Downing explained that creating a culture of student empowerment necessitates a shift to cultivating student success from the “inside out,” an approach that identifies the inner qualities of an empowered learner and helps students develop these qualities so they consistently make wise choices. Students who display a strong sense of personal responsibility, self motivation, interdependence, self awareness, and a propensity for life-long learning, he said, are much more likely to be successful in college and beyond.

If you were unable to attend the webinar featuring Dr. Downing, would like to view it again or wish share it with your colleagues, a complimentary recording of the webinar is available on demand at http://www.educationdynamics.com/ndsr/. There you can also gain access to previous National Dialog on Student Retention webinars, including Now What? Political Implications of the New Administration on Higher Education featuring William Hansen and Scott Fleming, and Retention 2.0: From Theory to Tactics featuring Dr. George Kuh.

If there is a student retention expert who you are interested in hearing from in a future webinar, we want to hear from you! Email us at webinars@educationdynamics.com. For the latest news about upcoming events, check back here periodically or sign up for our eNewsletter. We are excited to reveal what we have up our sleeve next!

Webinar Featuring Dr. Skip Downing - Empowering Students: A Key to Retention Success

Leslie Kossar — Fri, 20 Nov 2009 19:09:00 GMT

On November 19, 2009 Dr. Skip Downing, with Andrea Spratt and Mark McBride presented a webinar entitled Empowering Students: A Key to Retention Success”. Dr. Downing offered advice regarding his On Course approach to student success, which empowers students to serve as active, accountable partners in achieving greater academic success, ultimately boosting institutional retention rates. Ms. Spratt and Mr. McBride provided their insights from strategies employed at their institutions.

A recording of the webinar is available here

Ask Dr. Skip Downing a Question!

Leslie Kossar — Tue, 03 Nov 2009 17:37:00 GMT

Improving student retention is the job of everyone on campus, including students. As schools explore student-centric programs to combat attrition, international consultant Dr. Skip Downing will offer insight into proven approaches in Empowering Students: A Key to Retention Success, the latest in EducationDynamics’ National Dialog on Student Retention webinar series.

Dr. Downing created the On Course series of workshops focused on proven strategies for empowering students to become active, responsible partners in their education and to achieve greater success.

Co-presenters Andrea Spratt, Learning Resource Center Director at the University of Maryland, Baltimore County, and Mark McBride, College Success Program Coordinator at Brevard Community College, will provide details of successful programs at their respective schools.

Post your questions by emailing us at AskDr.Downing@educationdynamics.com there’s a good chance our experts will answer them during the webinar or in a future blog post.

To register for the November 19^th webinar, click here: http://www.educationdynamics.com/ndsrwebinar-dr-downing/.

Upcoming Webinar - Empowering Students: A Key to Retention Success

Leslie Kossar — Wed, 28 Oct 2009 02:50:00 GMT

As student retention rates continue to lag, we’re hearing from schools around the country anxious to maximize their retention efforts. Administrators, staff and faculty members are collaborating to seek solutions to reduce attrition rates, but too many of these new efforts leave out a key constituency―the students themselves. In response, we will host a webinar titled Empowering Students: A Key to Retention Success, the latest in EducationDynamics’ National Dialog on Student Retention series. Participants will hear expert advice from preeminent student success thought leader and international consultant Dr. Skip Downing. Dr. Downing will share his On Course approach to student success and answer your questions about the most effective methods for incorporating students into retention efforts. ...(read more)

Attracting Adult Learners in the Social Media Era

Bob Johnson — Tue, 27 Oct 2009 00:49:00 GMT

Creating top-notch “curb appeal” with your website is the key first step in attracting adult students in the Social Media Era, according to higher education branding expert Bob Johnson of Bob Johnson Consulting. Failing to make a favorable first impression can be a major obstacle in recruiting adult learners, who increasingly make their initial forays into continuing education via web searches.

In a recent interview with EducationDynamics (http://sharing.educationdynamics.com/blogs/interviews/archive/2009/10/26/attracting-adult-learners-in-the-social-media-era.aspx), Johnson shared his insight into the specific information adult learners are seeking, and offered advice on best practices for creating an effective website designed to keep prospective students involved in the process.

After attracting adult learners with a great first impression, schools must follow through with information helpful to adults seeking the most efficient and effective path for furthering their careers. Adult learners in particular are seeking details of flexible options, including online learning and shorter courses, to determine which programs will fit with work and family demands. Testimonials and post-graduation career success stories from previous students are vital tools adult learners use to gauge the likely effectiveness of a program. Johnson's article also offers advice on the one vital website "remodel" cash-strapped schools can undertake to improve their chances of attracting and enrolling adult students.

To view the article in its entirety, visit http://sharing.educationdynamics.com/blogs/interviews/archive/2009/10/26/attracting-adult-learners-in-the-social-media-era.aspx. If the article brings to mind proven tactics that have worked for your adult learning programs, please share your comments with the community.

Pairing Social Networks and Academic Purpose to Boost Retention

Adam Troy — Tue, 06 Oct 2009 14:18:00 GMT

Colleges and universities working to combat the nation’s lagging retention rates are adopting new online mediums at a rapid pace, however few marketers have proven methods from which to draw upon, until now.

A new white paper (http://sharing.educationdynamics.com/media/p/377.aspx) addresses a vital question: How can postsecondary institutions effectively harness the power of social networks to serve an academic purpose, and engage students to heighten academic success and student retention? As it turns out, orientation, learning outcomes, mentoring, and academic advising are the primary ingredients that comprise the recipe for success.

The aforementioned four elements were derived from preliminary results of a study we conducted across 20 schools that indicate students involved in purpose networks—or academically-purposeful social networking communities—were retained to their sophomore year at a nine percent higher rate than students not involved in the network. Additionally, more than 13 percent of students surveyed reported that the purpose network was “very important” or “extremely important” in their decision to remain enrolled at the university.

One of the greatest aspects about purpose networks is the capability to post articles relevant to student challenges and current events―topics may range from how to succeed in coursework to ways students can balance academics, work and socializing to the importance of nutrition and a healthy lifestyle. Another is the ability to customize interactive tests to gauge student engagement or help students make academic or career decisions that best suit their interests and goals.

Purpose networks are changing the way institutions interface with prospective and current students, and those progressive universities that are capitalizing on web-based platforms through which to engage students are being met with marked results.

―Dr. Adam Troy

Director of Research, EducationDynamics

Do you know that a clear majority of prospective adult students prefer to take their next course in a “hybrid” or blended format? Do you know that they also have caught up with their traditional aged counterparts in using the internet, almost exclusively,

Carol Aslanian — Tue, 06 Oct 2009 14:08:00 GMT

These issues and more will be discussed at our upcoming seminar “Competing For Adult Students” in Chicago on October 22-23.

According to our recent research studies, more adult students are citing “career change” as their motivation for learning than at any time in the last decade. At the seminar we will discuss how private colleges (and savvy, nimble public institutions) can capitalize on the budget cuts at many of the nation's public universities and serve more adult students in need of higher education. With the recent spike in unemployment there are more adults seeking education and (re)training than at any time in the past decade. You will discuss with fellow attendees how your institution can pick up the slack left by the public institutions that have had to cut enrollments due to financial constraints.

Additional topics to be covered include:

· What are the hottest degree and nondegree programs for adult undergraduate and graduate students?

· What course formats must you offer to attract adult students?

· What are the most cost-effective lead generators for your institution?

· How do you ensure your website “speaks” to adult students?

· How do you effectively use “low tech,” inexpensive methods to boost enrollments?

The New Landscape of Adult Education

Matthew Ulmer — Mon, 24 Aug 2009 16:00:00 GMT

Higher education has changed drastically in 20 years. Carol Aslanian, the founder of the Aslanian Group and current Senior Vice President of EducationDynamics’ Market Research and Advisory Services, recently conducted a study to determine just how different the new landscape is from what it once was. Some of her findings include:

Nearly two-thirds of adult students take classes that can be completed in 10 weeks or less (20 years ago, the majority took courses lasting 14 weeks or longer).
The majority of adult students report a preference for taking a future course online (either a hybrid course that is delivered partly online and partly in the classroom or a course delivered entirely online).
A college’s website is the single most important tool for attracting adult students. An increasing number of adult students bypass the traditional recruiting cycle and move straight from a search engine to a college’s website to completing an application, without any prior direct contact with the college.

For more insight into the current crop of adult students, download EducationDynamics’ latest white paper, Hindsight, Insight, Foresight: Understanding Adult Learning Trends to Predict Future Opportunities.

Four Key Trends Shaping Adult Education

Matthew Ulmer — Wed, 19 Aug 2009 16:13:00 GMT

Are you looking to grow your share of the adult student market? Carol Aslanian, the founder of the Aslanian Group and current Senior Vice President of EducationDynamics’ Market Research and Advisory Services, recently offered some advice for what colleges should do to best attract, recruit, enroll, and retain the adult student population.

The advice is based on four key trends that Carol believes will continue to shape the landscape for adult students in American higher education. These are the drivers of opportunity for those col lege administrators seeking to seize a greater share of the adult student market:

The dramatically changing demographics of our country, fueled by immi gration and an aging population.
The continued shift in our economy toward a knowledge-based service economy, eliminating low-skill jobs and dictating the need for workers with higher levels of education.
The explosion of the potential value of technology for the delivery of cours es (online learning), for marketing and recruiting, and for state-of-the-art provision of services to students.
The use of marketing as primal to attract students, and the advent of micro-targeting and increasingly sophisticated

To read Carol’s advice, download the free EducationDynamics white paper, Hindsight, Insight, Foresight: Understanding Adult Learning Trends to Predict Future Opportunities

Embrace the Helicopter Parent

Matthew Ulmer — Wed, 12 Aug 2009 16:50:00 GMT

We all know it can be difficult for parents to let go of their children come time to send them off to college. But the reality is, this is the best time for young adults to gain experience in decision making and other important life skills. Educators and administrators will always face the challenge of drawing the lines between federal laws, parenting and student individuality. When parents are the ones “purchasing” a college education, it’s hard for them to take no for an answer. As the parent of a first-year student says in an article about helicopter parents in Tulsa World, “The biggest thing is to create a network and open up a line of communication.” Progressive schools that manage information to and from parents using bi-directional forms of communication are ahead of the game by developing branded, online communities that help strengthen institutional mission while alleviating some of the difficulties in students’ (and their parents’) transitions to college.

Also read previous articles on this topic:

How Important is a Speedy Inquiry Response?

Matthew Ulmer — Mon, 03 Aug 2009 15:28:00 GMT

Almost half (48 percent) of all respondents to a recent EducationDynamics survey said speed of responses to inquiries was important in their enrollment decision, and more than 65 percent of respondents reported being contacted by a for-profit school within 24 hours of initial inquiry.

How quickly do you respond to your inquiries? And do you notice greater response rates when you inquire more quickly?

Share with the community. And if you want to learn more about our research results, including the four gaps we identified in student prospecting as well as best-practice solutions for each, download our free white paper Closing the Gaps: Meeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process.

What's the Best Way to Follow-up with Students?

Matthew Ulmer — Fri, 31 Jul 2009 13:11:00 GMT

Do you know the effectiveness of your follow-up procedures for student inquiries?

According to recent research we conducted from student visits on our premiere website eLearners.com, most students prefer email for initial contact and a phone call for follow-up. However, based on our student responses, most schools use phone for initial outreach and then email.

What method do you use? Have you run split tests to see if one method is more effective than another?

This data is based on what students say they prefer, but is there any research out there identifying what practices actually work the best? Have you used research of your own?

Share with the community. And if you want to learn more about our research results, including the four gaps we identified in student prospecting as well as best-practice solutions for each, download our free white paper Closing the Gaps: Meeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process.

EducationDynamics and Aslanian Group Merge

Matthew Ulmer — Mon, 20 Jul 2009 12:00:00 GMT

As higher education’s leading marketing company dedicated to helping institutions find, enroll and retain more students, we at EducationDynamics are focused on providing our client partners with leading-edge technology solutions and unparalleled intelligence. To this end, I am pleased to announce that EducationDynamics and Aslanian Group will merge to form the Market Research and Analysis Division, which will fall under the EducationDynamics umbrella.

Our combination unites two market leaders, EducationDynamics in higher education marketing support, and Aslanian Group in adult student market analysis. Carol Aslanian, founder of Aslanian Group, will serve as Senior Vice President of EducationDynamics’ newly created Market Research and Advisory Services division, greatly expanding our research resources to ultimately help institutions find, enroll and retain more students.

The products and services that you have come to know from EducationDynamics will be further bolstered by the expansion of market analysis capital. Benefits include:

A broader and deeper range of market analyses to help institutions make strategic decisions;
An extensive compilation of proprietary data regarding specific markets and student categories; and
Expanded custom market research resources.

EducationDynamics and Aslanian Group have always shared a common objective: serving as a true partner to educators, and we remain committed to this objective. We look forward to advancing the success of your institution in the months and years to come.

―Steven R. Isaac

Scott Fleming Answers Administrators' Questions

Matthew Ulmer — Wed, 15 Jul 2009 15:25:00 GMT

Few details are known about President Barack Obama’s proposed Access and Incentive Completion Fund intended to support state efforts to help students persist to graduation or program completion. To help institutions of higher education decipher the opportunities and challenges associated with pursuing a share of available funding, EducationDynamics hosted a Webinar featuring former senior education policy advisor with the Senate Committee on Health, Education, Labor, and Pensions.

Some questions posed by Webinar attendees had previously gone unanswered...until now. Read them in EducationDynamics' latest People with Impact article.