Higher Education

Inseparable: College Recruitment and Retention

Photo Credit: Nimble Photography

Admissions marketing needs to promote retention initiatives early and often. And, that’s true for initiatives that support students’ overall well-being, not just academic success. A trifecta of recent surveys got me thinking about this.

Students thinking about withdrawal. The College Confidence Index from Allianz surveyed current and prospective college students. More than half of prospective students (55 percent) are already wondering if they’ll need to temporarily withdraw once in college. Meanwhile, 43 percent of current students say that they’ve thought about withdrawing. Why? Family emergency (69 percent), stress (66 percent) or mental health condition (66 percent) were the top reasons.

Existing retention initiatives on campus. Inside Higher Ed conducted its annual survey of chief business officers. Most respondents’ institutions have invested in retention initiatives. Of those who’ve invested, 86 percent did so with “the clear expectation that higher student retention and degree completion would improve financial stability.” The types of initiatives cited were primarily academic: clearly designed pathways for degrees (83 percent), academic coaching (78 percent), training for faculty (74 percent), peer mentoring (66 percent) and technology-enabled advising (58 percent).

Participation in

Higher Education

Welcome U? Higher Ed Marketers Sweat International Enrollments

college application

Higher ed marketers responsible for recruiting prospects overseas can’t wait for fall.

That’s when newly enrolled foreign students will arrive on campus, revealing just how much of an impact travel ban and America First talk is is having on the desire to study here.

A flurry of recent studies clouds the picture.

One, reports the Chronicle of Higher Education’s Karin Fischer, says that American colleges will be hit hard by declining interest from students in the Middle East, while another expresses “cautious optimism” that U.S. institutions will see an increase in foreign students enrolling. A third cites graduate-school deans’ concerns about “substantial” falloffs in foreign enrollments.

Fischer breaks down the contradictions.

Master’s programs may take a hit, but that shouldn’t be surprising, she writes. Many international students who pursue a master’s degree here often are pausing careers abroad to do so. They may simply wait a year and see how U.S. policies shakeout.

Colleges may see a decline in new Indian students, too. Though India is not affected by the travel ban, reports show a significant drop off in searches for American colleges from that country.

Still, Fischer notes that since…

Higher Education

Bold Programs Affect Change in #HigherEd

Illustration: Oliver Munday/New Yorker

With tuition on the rise and other roadblocks ahead, a four-year degree seems increasingly unattainable to some. For undocumented students in many states across the U.S., the hurdle is set much higher.

A recent Buzz Bin by my colleague Christian Munson details how one school is helping students learn the skills they need to be employable, all without paying a dime of tuition up front.

This got me thinking about a few things: what holds students back from going to school? Are desired student outcomes being met? What are schools doing to address students’ concerns? And, what are they doing to make sure current and prospective students know they care?

Then, I read an article in the New Yorker’s May 22, 2017 issue: An Underground College for Undocumented Immigrants. I learned that while admission to (and paying for) college seems a daunting task for many students, undocumented immigrants in three states (Alabama, South Carolina and Georgia) are actually denied access to public colleges. Many more do not allow for in-state tuition rates or state financial aid for…

Higher Education

A Novel Way to Tackle Tuition. Will it Shake Things Up?

AP Photo/Eric Risberg

Anyone else feel a faint tremor in the Ivory Tower after reading about MissionU last month?

The new, one-year, professional school isn’t exactly a threat to the traditional college model. It offers only two hyper-focused training tracks: data analytics and business intelligence.

But MissionU is deploying a novel tuition strategy.

It doesn’t charge any.

MissionU students don’t pay a dime until after they graduate and get a job that pays at least $50,000 a year. Then they pay 15 percent of their pre-tax income each month for three years. At a minimum, that totals $22,500 in deferred payment per student to MissionU. But, the bigger their paychecks, the more alumni pay.

MissionU Founder Adam Braun doesn’t expect lengthy deferments or minimum salaries from his students. He’s struck partnerships with popular Millennial and Gen Z brands that need business intelligence and data analysis skills, including Spotify, Uber, Warby Parker, Bonobos and others, all of whom get first dibs on newly minted MissionU grads.

2,000 people applied for 50 spots in just 10 days.

Classes start this fall for MissionU. Its impact…

Higher Education

College Affordability: New Data Source

Cap and Gown - AffordabilitySay hello to a treasure trove of college affordability data.

The Urban Institute recently launched the Understanding College Affordability project. Its premise? Affordability means much more than tuition, room and board. The site dives deep.

It dissects a broad set of student expenses, including lost earnings from time spent on school. It looks at how students cover expenses. And, it breaks down the financial impacts after graduation. (ICYMI: we looked at this, too.)

It even helps you calculate the break-even point for a student’s degree investment.

Ultimately, the project provides fresh perspective on the value of college.

“By presenting the big picture, trends over time, and the option to look more closely at the details, this website should support a more coherent and nuanced conversation about students’ financial access to a college education worth its cost.”

This information comes at the perfect time. More than ever, students need help navigating the financial realities of higher education.

More than ever, the schools, governments and industries serving students need a clear picture of those financial realities.

This tool is a great step in the right direction.

Higher Education

Trump Fuels Liberal Arts for Takeoff

Credit: Whytoread.comToo bad the Washington Post got to “Democracy Dies in Darkness” first.

Any number of colleges and universities nationwide could have used the line to market the heck out of their liberal arts programs, which have a huge growth opportunity thanks to President Trump.

His surprise election and clumsy administration have reignited an interest in governance that’s been dormant for decades.

Americans are marching by the millions, protesting at airports, starting Facebook groups, attending town hall meetings, joining the ACLU and the League of Women Voters, calling their representatives, holding rallies, downloading podcasts and boosting newspaper subscriptions.

We have a renewed focus on the meaning and worth of values like inclusiveness, respect, responsibility and truth.

Those values are the hallmarks of a liberal arts education.  They’re also the hallmarks of citizen leaders, regardless of party affiliation, that a changing nation needs in its boardrooms, nonprofits, classrooms, hospitals, laboratories, factories, communities and governments.

The case for liberal arts education is not any stronger this year than it was last year, it’s just more timely. Catch the wave.

Higher Education

Is the Student-Loan Market the Next Housing Bubble?

College debt has long been considered a crisis for students, many of whom feel like they have widening holes in their pockets. Now, some Wall Street analysts predict that the $1.4 trillion student-loan market is forming a bubble that’s about to burst, and skeptics (those with short positions) will profit all the way down.

FlowPoint Capital’s Charles Trafton calls it “the Credit: The Big Shortcollege bubble” in the New York Times. And, if he’s right, it’ll be The Big Short all over again.

Why should schools care? Because financial stress on students can lead to poor academic performance or, worse, increased dropout rates that impact rankings and brand. Unpaid bills on defaulted loans are another risk. Plus, admissions could be impacted if schools fail to communicate strong financial support and education for their students.

At the end of the day, a “college bubble” burst is bad news for everyone except the bears on Wall Street.

A potential crash will have unpredictable outcomes for schools. Here are some questions college marketers should be asking:

  • Do we have an updated crisis plan should this “bubble” impact our students, school or partner organizations? Have

Higher Education

College Debt: Delaying Millennial Milestones

Piggy bank with young man worrying in background

Many millennials don’t just live with crushing college debt – they’re so weighed down by it that they’re delaying major life milestones.

An ORC International survey commissioned by PadillaCRT found that 63 percent of millennials owe at least $10,000 in college debt, and 48 percent owe at least $20,000. Even worse, one in four millennials owe more than $30,000 in college debt and expect to take more than 20 years to pay it off.  Not surprisingly, there are ripple effects to this level of financial burden.

The survey also revealed that millennials’ college debt can drive their decision-making around major life events. Many are holding off on everything from starting families to investing in homes or vehicles.

Delaying Milestone Moments
For colleges and universities, this adds another dimension to conversation around the value of higher education. From their earliest interactions with potential students and parents, schools will need to demonstrate that a degree is worth the investment through student and alumni success metrics. And, during the search, application and enrollment processes, it will…

Higher Education

#HigherEd: Career Guidance Doesn’t Make the Grade

Prospective students are asking an important question: how well will this college prepare me for, or place me into, a career that meets my goals?

In a recent Washington Post article, higher education columnist and author Jeffrey Selingo said, “College freshmen now regularly say the No. 1 reason to attend college is to ‘get a better job,’ according to a major annual survey of incoming students conducted by UCLA.”

But students are saying their institutions aren’t making the grade.

The Perception

Fresh research from Gallup and Purdue University suggests that students nationwide are overwhelmingly disappointed with their schools’ career services programs. Only 17 percent of students surveyed said their career services office was very helpful.

This chart from The Atlantic breaks down the numbers, which don’t fare well in higher education’s favor:


Source: The Atlantic


Now, whether or not students are truly engaging with the career services offered (how can I be unhappy with a place I never really visited?) is another topic of discussion. It’s obvious that many schools’ career services offices have robust programs. Many have delivered incredible outcomes, too.

But perception is reality…

Higher Education

Big Paycheck, Little Trust


Source: www.megaprint.com

The Richmond Times-Dispatch reports on the state’s highest paid employees. Six of the top 15 are college presidents or administrators. One is an offensive coordinator for a college football team.

For some observers, it’s an offensive situation as the costs of higher education skyrocket.

Here at the American Marketing Association’s annual Higher Education Symposium, the conversation started yesterday with a talk about Americans’ declining trust levels in government, business and media. The lack of trust in these institutions arguably gives colleges and universities greater trust to play an even larger role in addressing local, regional and national challenges.

But when obtaining a college degree typically saddles its earner with years of debt, excessive pay for administrators (and coaches!) undermines that trust. It creates a perception, fair or not, that institutions prioritize raising money, opening buildings and playing games over making college more accessible and affordable – a paramount issue for students and their families.