Category: Featured

Tips for the Student Journey- Archer Education
5 Tips for Keeping Students Engaged Throughout the Admissions Process

In higher education, the enrollment funnel can feel like a battleground for institutions vying to convert interest into commitment.

Traditionally, the enrollment funnel has been viewed simply: attract, engage, and enroll. But the modern student’s journey is anything but straightforward — it’s a complex, winding path influenced by numerous digital touchpoints and personalized interactions.

The health of the enrollment funnel extends beyond mere numbers; it represents the institution’s ability to connect with prospective students through every phase of their decision-making process. With technology reshaping expectations and behaviors, colleges and universities must not only catch the eye of prospective students but also keep them engaged through multiple channels and strategies.

This article unpacks key elements of the enrollment and admissions funnel, offering actionable insights and innovative tips to capture and retain students’ attention from their first inquiry through their enrollment stages. As we explore these strategies, you’ll discover the vital role that continuous, tailored engagement plays in transforming interest into activity, setting the stage for a successful educational journey.

The Modern Student Journey

Today’s students embark on their educational journeys equipped with a wealth of information and digital tools at their fingertips, making their paths to enrollment more complex and multifaceted than ever before.

Complexities and Challenges

The student journey is far from linear. It involves numerous interactions across various platforms and touchpoints. Each student’s path is unique and influenced by personal, financial, and academic factors.

For instance, a modern student, such as a working professional returning to education or a parent seeking to balance family responsibilities with schooling, may have different priorities and use different resources compared to a younger, first-time college student.

Technology has diversified the ways students gather information, and also how they engage with institutions. Prospective students might start their journey by conducting a simple Google search, but they will also often visit social media platforms, participate in virtual campus tours, and attend online webinars before starting their application. During this time, they are continuously evaluating their options and being influenced by each interaction they have with a school’s digital presence.

Impact of Technology

The proliferation of digital platforms has dramatically altered the student journey, both for students and institutions, in ways such as the following:
- Digital Touchpoints: Websites, social media platforms, online forums, and virtual tours provide initial impressions and ongoing engagement. Prospective students can interact with current students and faculty, view online classes, and even participate in community events, all from their devices.
- Data-Driven Decisions: Students use data such as graduation rates, employment outcomes, and student and faculty testimonials to inform their choices. They expect personalized interactions and content that addresses their specific concerns and aspirations.
- Engagement Analytics: Institutions now have the tools to track and analyze how prospective students interact with their digital content. This data is invaluable for refining marketing strategies and improving engagement tactics to ensure they meet the expectations and needs of prospective students.
Given these technological influences, it is essential for educational institutions to adapt their enrollment strategies to meet the changing behaviors and preferences of modern students. Integrating data analytics, enhancing digital communication channels, and providing personalized experiences are all critical to effectively engaging with prospective students throughout their decision-making journey.

Understanding the Enrollment Funnel

The enrollment and admissions funnel is a foundational concept in higher education marketing that illustrates the progressive stages a student navigates, from awareness through enrollment. The funnel is not just a theoretical model but a practical guide for shaping effective engagement strategies.

6 Stages of the Enrollment Funnel

The enrollment funnel can be divided into several key stages, each requiring specific strategies to move prospective students to the next step:
1. Awareness: This is the initial point where potential students first learn about an institution. Efforts here include broad-reaching advertising, social media presence, and participation in educational fairs. The goal is to cast a wide, though still strategic, net and garner interest from a diverse pool of students.
2. Interest: Once awareness is achieved, the focus shifts to nurturing interest and familiarity. This involves providing more detailed information about what the institution offers, such as programs, support services for online students, and financial aid options. Content marketing, informational webinars, and targeted emails play a significant role in this stage.
3. Consideration: At this juncture, prospective students are comparing their options. They might engage more deeply with admissions counselors, attend virtual or in-person campus tours, and participate in Q&A sessions. Personalized communication and reassurance about academic and social fit are crucial.
4. Intent: The intent stage is where decision-making becomes serious. Prospective students might discuss their choices with family, friends, colleagues, or advisors, conduct comparative research, and seriously evaluate financial aid details and options. Institutions should focus on direct engagements, such as personal calls, text messages, or engagement-driven content, to solidify their interest.
5. Application: The application stage is the formal step of submitting necessary documents and fulfilling admission requirements. Support through streamlined application processes, reminders, and help desks is vital to ease this phase for students.
6. Enrollment: The final stage, where accepted students confirm their attendance and complete registration. At this point, effective communication about orientation, class selection, and enrollment procedures can ease the transition and ensure that students feel welcomed, supported, and valued.
A deep understanding and effective management of the enrollment and admissions funnel is crucial for any educational institution aiming to increase its student body. Let’s see how it’s done.

How to Keep Students’ Attention Through the Enrollment Funnel

Maintaining the attention of prospective students throughout their educational journey is crucial for successful enrollment. Here are key strategies to keep students engaged from initial inquiry through enrollment:

1. Consistent Engagement Across Channels

Leverage multiple channels to engage with students to ensure your institution remains top of mind. Implement a mix of digital and traditional marketing strategies to reach students where they are most active, such as the following:
- Digital Channels: Targeted social media ads, engaging video content, and informative blog posts
- Traditional Channels: Direct mail, phone calls, and face-to-face interactions during campus visits
2. Personalization and Differentiation

Tailor your communications to meet the specific needs and interests of each prospective student, and utilize data from their interactions with your digital content to personalize messages. Strategies to achieve these goals include the following:
- Segmented Email Campaigns: Customized emails based on the prospective student’s program of interest, engagement history, and stage in the funnel
- Custom Content: Relevant information that addresses specific concerns or questions that may arise at different stages of their journey
3. Incentives and Urgency

Create a sense of urgency and motivation by offering incentives that encourage prospective students to take the next step:
- Priority Deadlines: Upcoming application deadlines that can be highlighted to spur action
- Exclusive Offers: Application fee waivers or access to special events for early applicants
4. Building Relationships

Foster a sense of community and belonging from the first interaction through forums such as the following:
- Virtual Engagements: Live Q&A sessions with current students and faculty
- Personal Outreach: Admissions counselors who reach out personally to high-interest candidates
5. Continuous Improvement

Regularly assess and refine your engagement strategies based on feedback and analytics tools and processes:
- Feedback Loops: Surveys and feedback channels that gather insights from prospective students
- Analytics Review: Regular analysis of engagement metrics to adjust strategies and improve outcomes
It’s Time to Build Out Your Enrollment Funnel

The landscape of higher education is competitive, but the enrollment funnel could be your institution’s edge. By engaging prospective students at every stage of their journey with tailored strategies and personalized communications, institutions can significantly enhance their enrollment rates. If you’re ready to elevate your enrollment marketing strategies, Archer Education is here to take you to the next level. Reach out to us, and let us help you create a robust enrollment funnel that not only attracts but also converts prospective students into committed learners.
John Van Fleet

John Van Fleet is the Chief Marketing Officer at Archer Education. With more than 20 years of experience in higher ed marketing, John has a continuous track record of successfully supporting institutional growth.

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September 18, 2024
Equipping the Future – New Mexico Education

In the heart of Albuquerque’s west side, a new beacon of hope for elementary education is set to rise: Equip Academy of New Mexico.

Spearheaded by Mercy Herrera, a Yale graduate with deep New Mexico roots, the school is designed to empower Kindergarten through 5th grade students through a unique blend of high academic expectations and culturally responsive teaching. With a personal history marked by overcoming educational challenges, Herrera is bringing her passion and vision to Equip Academy, aiming to equip every child with the tools to live out their greatness.

On August 21 Equip Academy received unanimous approval to open as a charter school from the Public Education Commission.

The school is set to open on Albuquerque’s west side in August 2025, with a focus to help improve student achievement and support the academic success of all students. This comes out of experience, as Herrera’s own academic journey was anything but straightforward.

Raised in a family that moved frequently due to financial instability and personal challenges, Herrera attended multiple elementary schools, making it difficult to establish a strong academic foundation. “College seemed super out-of-reach,” she recalled, but her determination led her to Central New Mexico College (CNM), where she began to rebuild her academic confidence.

After transferring to the University of New Mexico (UNM) and excelling in a Sign Language Interpreting Program, Herrera’s educational path took her to Harvard, where she presented research on translating scriptural metaphors from English to American Sign Language (ASL). This experience eventually led her to Yale University, where she earned her master’s degree in Disability Studies and Biblical Literature.

In applying for Yale, Herrera didn’t tell a soul. She almost didn’t believe that someone like her, who struggled in school, could elevate to such a college. And yet, Herrera got in.

Despite her achievements, Herrera never forgot her New Mexico roots or the struggles she faced growing up.

Reflecting on the 2018 Yazzie-Martinez decision, which highlighted the state’s failure to provide an adequate education to many of its students, Herrera acknowledged that she would have been classified as a Yazzie-Martinez student.

“My story isn’t unique,” Herrera said, “it’s common.”

With support from mentors who believed in her, Herrera found the importance of quality education in shifting the narrative for students from backgrounds like hers. With the support, she made it to CNM, graduated UNM, attended an Ivy League, and earned a second masters in the Science of Teaching from New York City’s Pace University. It is this experience, and the belief that New Mexico’s students deserve to succeed, that drives the vision and mission of Equip Academy.

“Every child has the opportunity to live out their greatness, and our commitment is to equip them to do so,” Herrera said, quoting the school’s vision.

Equip Academy aims to provide a joyful and engaging environment with high expectations that prioritizes measurable academic learning while celebrating student curiosity and community, regardless of that student’s background.

A key aspect of Equip Academy’s approach is its commitment to culturally responsive education. Understanding the diverse cultural landscape of New Mexico, Herrera has integrated culturally respectful education efforts into the school’s curriculum. “New Mexico has so much richness and beauty, and I think it took me leaving to understand that,” she said.

To ensure the school is responsive to students across all walks of life, Herrera is working closely with the Hispanic Cultural Center, National Institute of Flamenco, Indian Pueblo Cultural Center and utilizing resources from the Native American Community Academy (NACA) to ensure that the school’s curriculum respects and reflects the cultural heritage of its students.

To support students academically, Equip Academy will implement a two-teacher model for kindergarten and first grade, allowing for more individualized attention. As part of her background, Herrera has worked as a teacher instructional coach and has made teacher support a key for the school’s success.

The school will also use cross-grade, flexible guided reading groups to ensure that students receive instruction at their individual “just right” level, helping them progress academically. Herrera emphasizes the importance of data-driven instruction and teacher excellence, which will be central to the school’s success.

Herrera’s return to New Mexico came after years of working in high-performing charter schools in New York City and driven by a desire to bring the same level of educational excellence to her home state. The experience shaped her vision for Equip Academy, prompting her to say, “I don’t know how, and I don’t know when, but I want to start a charter school in New Mexico.”

Now, that vision is becoming a reality.

Equip Academy plans to open with two kindergarten classes and one first-grade class, eventually growing to serve 450 students from kindergarten through fifth grade. The school will operate on a slow-growth model, adding one grade level each year to ensure that students receive a consistent and high-quality education throughout their elementary years.

As Herrera prepares for Equip Academy’s opening, she remains focused on the bigger picture: equipping students with the knowledge and skills they need to dream audaciously, engage deeply, and pursue lives of purpose. Her journey from a struggling student to an educational leader is proof that, with the right support and opportunities, New Mexico’s students can achieve greatness.

Herrera’s words and hope for Equip Academy’s incoming students, “Believe in yourself, know what you want to do, and pursue it with everything you’ve got. With the right support, anything is possible.”

Equip Academy is now accepting interest forms for future teachers and students. For more information, visit the Equip Academy LinkedIn page.

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September 17, 2024
Public Service Loan Forgiveness: Help Employees Achieve Their Financial Goals
by Julie Burrell | September 17, 2024

The Public Service Loan Forgiveness (PSLF) program can offer significant financial relief to higher ed employees, but many don’t know they qualify for this benefit. PSLF is open to most full-time higher ed employees of nonprofit colleges and universities who have direct federal student loans.

HR can spread the word to current employees and use loan forgiveness as part of a retention and recruitment strategy. The average amount of individual loan forgiveness under the PSLF is $70,000, which makes the PSLF an especially attractive benefit to potential employees.

Here’s what you need to know about who qualifies for PSLF, how to offer a free webinar on PSLF to your employees, and what steps you can take to ensure eligible employees enroll.

What is PSLF?

Public Service Loan Forgiveness forgives the balance of direct federal student loans after 120 qualifying payments made by the borrower if they work for a qualifying employer (after October 1, 2007) and are under a qualifying repayment plan. It’s intended to reward and incentivize public service, like teaching, nonprofit work and work in the public sector. PSLF eligibility isn’t about what job an employee does or what their job description is; it’s about where they work.

Who qualifies for PSLF?

Full-time employees of a nonprofit organization or a federal, state, tribal, or local government are eligible. Full-time work is defined as 30 hours or more per week. That means most full-time higher ed employees are eligible for PSLF, including those who may work part time at your institution but are also employed at other qualifying jobs (as is the case with many adjuncts). But the PSLF only applies to direct federal student loans. Borrowers with other federal student loans may be able to consolidate them into a direct federal student loan.

How do I ensure my institution counts as an eligible employer?

Use the PSLF Help Tool, which will search the federal employer database. The help tool is also useful to recommend to employees since it’s a step-by-step guide through the enrollment process.

Six Tips for Getting the Word Out

Partner with Public Service Promise, a nonprofit, nonpartisan organization that offers free webinars led by experts.

Encourage HR staff to apply for PSLF. With firsthand experience, you and your team will be able to speak knowledgeably about the process.

Publicize PSLF as a benefit to your employees, especially those who may not know they can take advantage of this program, including adjuncts and non-exempt and part-time employees.

Include information about PSLF on your benefits websites or portal.

Consider appointing a knowledgeable point person on campus, like a financial aid officer, to help answer employee questions.

Involve non-exempt, adjunct and part-time employees in outreach campaigns. Employees can meet the 30 hours per week requirement with more than one job. So if they have multiple jobs at multiple qualifying employers, employees can add those hours up. And the PSLF instructions include how to calculate hours worked by adjunct faculty. Payments do not need to be consecutive, so even adjuncts without summer appointments can still take advantage of PSLF and start to chip away at the 120 payments.

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September 17, 2024
Infographic: What 21,000+ Students Say About Top Hat
It’s that time: the days are becoming shorter, temperatures are beginning to dip and more importantly, educators and students have returned to the classroom. At Top Hat, we recognize the value of ensuring every student comes to class prepared and excited to learn. We recently surveyed more than 21,000 students who used Top Hat in the Spring 2024 term about the impact our engagement platform and content solutions had on their academic journey. From interactive readings to in-the-moment study support, here’s how Top Hat made a tangible difference in their studies.

Greater preparedness = better retention

When students arrive to class feeling prepared, they’re more likely to persist. Data from the American Council on Education and the School of Education and Information Studies at the University of California at Los Angeles backs this up. The report finds that three out of five students surveyed state academic underperformance drove their decision to leave college for more than one term.

Faculty have made tremendous strides in providing opportunities for frequent, low-stakes knowledge checks during the term. The emphasis on bite-sized assessments hasn’t gone unnoticed among students. “Real-time quizzes and polls not only helped reinforce key concepts but also encouraged active participation among students. Top Hat has truly enhanced our classroom interaction and made learning more enjoyable,” says Muhammad Ali Gajani at Indiana University Bloomington.

Students bring an array of opinions and interests to your course. It’s why they value the opportunity to be active participants in the classroom. Research also shows that students who learn using active learning methods perform better on tests than those who sit in long-form lectures. Students echoed the impact Top Hat’s interactive polls, quizzes and discussions had when applying their knowledge. “Top Hat helped me perform better in my class as well as apply my understanding to my homework and exams,” shares Jacob Purcell at West Texas A&M University. An anonymous student from Texas State University at San Marcos chimes in. “It helped me to pay attention and stay engaged, getting me a better grade.”

Turning static readings into an interactive experience

We hear from educators that students don’t always complete their reading assignments before class. Over the years, students have tried to take shortcuts to their readings by searching for online summaries. How have educators responded? For starters, they’ve chosen to create ‘snackable’ content with media and real-world case studies that reflect an ever-changing world. Faculty have also relied on Top Hat’s personalized and interactive content solutions to ensure students have opportunities to read and then apply their understanding of concepts in the form of embedded polls and discussions.

No matter discipline, students have responded favorably to using Top Hat titles in their course. “I loved the interactive aspect of my Top Hat textbook. Engaging with models, watching videos, and answering questions in chapters was really interesting and valuable to my learning experience,” shares an anonymous student at the University of South Dakota. Learners also appreciate the digestible nature of Top Hat Interactive eTexts. “With Top Hat, I felt that I could easily understand the information and stayed focused throughout my reading for the first time,” shares an anonymous student at Northern Virginia Community College.

Making participation less intimidating

Raising your hand in a large class can come with a good deal of intimidation. Students place increased importance on asking questions anonymously and without fear of judgment. It’s why millions of students have flocked to Generative AI platforms such as ChatGPT for instant study guidance. Educators have tapped into the heightened interest in AI and have shared ethical use principles with students. Some faculty have even allowed students to build off content generated by a Large Language Model. For instance, English professors may let students use ChatGPT to form a thesis statement for an essay and ask them to critique the strengths and weaknesses of the generated response.

More than 630 of our survey respondents used Top Hat Ace, our AI-powered teaching and learning assistant, in the Spring term. Their comments revealed three primary ways that they relied on Ace through the course of their study.
1. Provide clarity: Students valued receiving clarification on challenging concepts covered in lecture or while reading their assigned text. “I liked that [Ace] asked a thought-provoking question after answering to promote continuous understanding of the topic, not just giving me the answer,” shares an anonymous student at Oakton Community College.
2. Personalize study support: Students often relied on Ace for course-specific guidance when completing homework. The best part: since responses are built from the context of the course, students feel like they’re learning along the way versus being handed answers. “I love Ace! I would ask questions and Ace always believed in me that I could answer the question on my own so it would just recommend a section of the module to re-read,” says Nazli Kircicek at McGill University.
3. Assess knowledge on the fly: Several students highlighted how Ace allows them to reduce their knowledge gaps in advance of tests. Many also used Ace as a tool to apply their understanding of concepts in a low-stakes, low-stress environment. “Ace was able to create sample exam questions relating to the content we were learning in class to prepare for exams during lectures,” shares an anonymous student at Grand Valley State University.
→ New Ebook: FREE strategies to use AI effectively in any course
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September 17, 2024
PED repeals teacher leader programs

With little fanfare and in the face of strong educator opposition, the New Mexico Public Education Department has repealed a rule designed to foster leadership opportunities for teachers while keeping them in the classroom, a program widely praised for its impact on professional development and teacher retention.

The written repeal of Rule 6.65.4, dated Sept. 9, came during a brief period when the state had no secretary of education. Arsenio Romero resigned on Aug. 28, and Mariana Padilla was named as his successor on Sept. 10.

The repeal order was signed by Candice Castillo, deputy cabinet secretary.

“The department notes that the program is still supported by PED guidance, and PED remains committed to maintaining the Teacher Leader Network and Advisory Committee and the Teacher Liaison programs,” a PED document announcing the decision says.

The rule was introduced by PED in 2018.

A public hearing on the proposed repeal held on August 20 at the Jerry Apodaca Education Building in Santa Fe, attracted significant attention, with more than 200 educators voicing their opposition to the repeal.

Rachael Sewards, Founder and Head of School at Solare Collegiate Charter School, described the potential repeal as a “strong negative message” to the education sector. “Removing teacher leadership from rule communicates that PED doesn’t believe there’s a seat for teacher leaders at decision-making tables, nor does it see value in building up our field with young and aspiring leaders.” Sewards wrote.

Sewards, along with many other educators, credited the Teacher Leader Development Framework with having a profound impact on her career. Her journey from participating in the inaugural Teacher Leader Network to founding her own school is a testament to the program’s influence, she said.

During the public comment period leading up to the hearing, the NMPED received a flood of responses, totaling 80 pages of complaints, from educators who said they have benefited from the program.

Joe Lovato, a teacher involved in PED’s past leadership initiatives, expressed his concerns: “The repeal of these programs will be viewed by us as educators as the devaluing of our input and leadership potential,” Lovato stated in his written comments.

Kelly Pearce, a former teacher ambassador, echoed these sentiments, emphasizing the personal and professional growth she experienced thanks to the program. Now working in a national education role, Pearce said she is concerned about the message the repeal sends to future educators.

Some educators went beyond opposing the repeal, offering suggestions to modernize the framework to better align with current educational goals. These suggestions include focusing on literacy, supporting students impacted by the Yazzie-Martinez lawsuit, and ensuring consistent and relevant data collection.

As of now, the PED has not provided detailed reasons for the repeal. However, officials have hinted that certain elements of the Teacher Leader Development Framework may continue in some form on the department’s website, though they will no longer be codified in state rules.

With the hearing concluded, the decision now lies with the Public Education Department, which is now without a Secretary. Educators across New Mexico are left in suspense, hoping their voices have been heard and that the state will reconsider the repeal.

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September 13, 2024
Mariana Padilla named Public Education Secretary

Mariana Padilla, a long-time New Mexico educator and close confidant of Governor Michelle Lujan Grisham, has been named the state’s new Public Education Secretary.

Padilla has served as the Director of the New Mexico Children’s Cabinet since the start of the Lujan Grisham administration. Before that, she served as the congresswoman Lujan Grisham’s state director for six years.

She replaces Arsenio Romero, who served as secretary for 18 months before resigning in August when he was named a finalist for the presidency of New Mexico State University.

A native of Albuqueruque’s South Valley, Padilla began her career as an elementary school teacher in Albuquerque Public Schools. She later earned dual master’s degrees in community and regional planning and water resources from the University of New Mexico.

“I am incredibly honored to be appointed by Gov. Lujan Grisham to lead the New Mexico Public Education Department,” Padilla said in a press release. “My career has been focused on serving the communities and families of our state. I am committed to working collaboratively with students, families, educators, and community partners to achieve the outcomes we all want to see. As a parent of grade school students, I share the sense of urgency to deliver for our kids.”

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September 12, 2024
Appeals Court Upholds DOL’s Authority to Use Minimum Salary Threshold to Determine Overtime Exemptions

by CUPA-HR | September 12, 2024

On September 11, the 5th U.S. Circuit Court of Appeals issued a ruling in Mayfield v. U.S. Department of Labor that upholds DOL’s authority to implement a minimum salary threshold to determine exempt status under the Fair Labor Standards Act (FLSA) overtime pay requirements. While the ruling does not answer how other lawsuits challenging the Biden administration’s rule will be decided, the ruling is significant and could help other federal judges determine whether or not to strike down the Biden administration’s increased minimum salary thresholds.

Background

The case’s plaintiff, Robert Mayfield, filed a lawsuit against the Trump administration’s overtime rule in August 2022. In his lawsuit, he argued that the FLSA language on overtime exemptions only mentions a worker’s job-related duties and that implementing a salary threshold to determine exempt status exceeds DOL’s statutory authority. The Western District Court of Texas, a lower court where the lawsuit was originally filed, sided with DOL, stating that the agency has the statutory authority to implement the FLSA overtime minimum salary threshold. Mayfield appealed the decision to the 5th Circuit soon after.

The Decision

In its decision that sides with the Department of Labor, the 5th Circuit Court held that DOL may use a minimum salary requirement as part of its test for determining whether or not an employee qualifies as an executive, administrative and professional (EAP) employee exempt from the FLSA overtime pay requirements. Notably, the 5th Circuit Court argued that DOL does have statutory authority under the FLSA to use a salary threshold to “define and delimit the terms of exemption.”

Though the decision allows for DOL to use a minimum salary threshold, the 5th Circuit Court did state that there is a limit to the power granted to DOL to do so. Specifically, the decision states that DOL may only use the minimum salary requirement to the extent that the salary threshold established in the regulations is a reasonable proxy for who is and who is not an EAP employee. They argued that DOL’s power to rely on proxy is not “unbounded” and that the agency “cannot enact rules that replace or swallow the meaning” of the FLSA’s terms that they seek to define.

Looking Ahead

Outside of the Mayfield case, there are three pending lawsuits in the Eastern District Court of Texas to challenge the Biden administration’s overtime final rule. That rule implements a two-phase approach to increasing the minimum salary threshold under the FLSA. The first increase took effect on July 1, increasing the minimum salary threshold from the current level of $684 per week ($35,568 per year) to $844 per week ($43,888 per year), and the second increase is set to take effect on January 1, 2025, increasing the minimum salary threshold again to $1,128 per week ($58,656 per year).

The decision from the 5th Circuit does not have an immediate impact on the lawsuits challenging the Biden administration’s overtime rule, nor does it provide a definitive answer on how lower courts decide in those legal challenges. As such, the Biden administration’s July 1 salary threshold continues to be in effect,* and the second increase to the salary threshold is still set to take effect on January 1, 2025. CUPA-HR will keep members apprised of additional updates related to the FLSA overtime pay regulations.

*A preliminary injunction to block DOL from enforcing the overtime final rule was placed for public employees in the state of Texas. Private institutions in Texas and all other institutions outside of Texas need to be in compliance with the July 1 salary threshold.

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September 12, 2024
A New Era of Higher Education- EducationDynamics

The frequently used term “adult students” no longer captures the dynamic, diverse, and evolving population pursuing a degree today. Data from EducationDynamics’ Online College Students and Marketing & Enrollment Management Benchmarks reports show that the average age of learners is decreasing, and that their needs are growing more complex. Whether they are first-generation college students, single parents or veterans seeking to advance their career, these individuals represent what we now define as the Modern Learner. These learners are shaping the future of higher education by driving a demand for flexible, accessible, and affordable learning opportunities that meet their diverse needs. In a recent episode of the EdUp Experience Podcast, Dr. Joe Sallustio, the host of The EdUp Experience, Dr. Melik Khoury, President and Chief Executive Officer at Unity Environmental University and Greg Clayton, President of Enrollment Management Services of EducationDynamics, discuss the trends reshaping higher education and offer insights into how institutions can better serve Modern Learners amidst changing times.

Beyond Traditional Categories

The Modern Learner is not defined by age – it’s a mindset. Gone are the days when “traditional student” and “adult learner” were distinct categories. Today, a diverse range of individuals, from recent high school graduates to seasoned professionals, are seeking education on their own terms. This shift is driven by a fundamental change in how students approach education, influenced by technology, individual aspirations, and an evolving job market.

Modern Learners often juggle busy lives, whether they are working professionals, parents, or recent graduates. Therefore, an education that seamlessly integrates with their personal and career goals has become crucial. They seek learning experiences that fit their unique circumstances, allowing them to pursue their passions and advance their careers.

Regardless of what their circumstances are, Modern Learners are not limited by geographic location or traditional educational barriers. They expect affordable and accessible learning opportunities.

As a result, Modern Learners have redefined the typical adult student profile by prioritizing flexible, career-focused programs that fit into their busy schedules. Traditional models and assumptions about age are no longer relevant, and institutions must adapt to these needs, focusing on providing accessible education that aligns with the personal and professional goals of Modern Learners.

Building a Student-Centric Model

Responding to the needs of the Modern Learner requires higher education institutions to move away from an institution-centric model and embrace a student-centric one. This involves a deep commitment to understanding and addressing the diverse needs of Modern Learners, rather than adhering to outdated practices and structures. Embracing various learning modalities including online, hybrid, and residential programs, while acknowledging the value of each, is paramount. Additionally, by recognizing that online learning is a valuable and equal learning pathway, institutions can provide more flexible, accessible, and relevant educational opportunities that align with the goals and lifestyles of today’s Modern Learners.

We really started to look at each and every one of our subsidiaries for, it didn’t matter how old you were, it was more how did you want to learn?

Dr. Melik Khoury, President of Unity Environmental University

To fully address these evolving needs, institutions must create personalized learning experiences and adapt program structures to accommodate varying schedules and preferences, which will more effectively engage Modern Learners.

Navigating the Challenges of Change

However, adapting to the needs of the Modern Learner is not without its challenges. Many institutions encounter resistance to change, ingrained practices, and varying levels of awareness about the evolving student landscape.

This resistance often stems from a reliance on traditional models, driven by a fear of disrupting established practices and structures. As a result, institutions may hesitate to adopt online learning, resist new marketing strategies, or cling to familiar, albeit outdated, approaches.

It’s amazing how many universities, if you ask them about the cost of acquisition, they would have no idea…Many institutions don’t even understand the concept of you can’t have a regional recruitment and marketing strategy and hope for a national draw.

Dr. Melik Khoury, President of Unity Environmental University

Traditional marketing strategies are becoming less effective in reaching the Modern Learner, as this population responds better to online channels, targeted digital marketing campaigns, and social media engagement. Adapting marketing strategies to better connect with this demographic is crucial. Additionally, demonstrating a clear return on investment is equally important, as Modern Learners make quick decisions—often within one or two weeks—based on the immediate value and benefits of their program choices.

The thinking about marketing and how to market to students has to evolve…The amount of time they want to wait is one to two weeks before, so maybe a month. And that’s it.

Dr. Joe Sallustio, Co-Founder & Host of The EdUp Experience

Embracing Innovation and Iteration

Successfully meeting the needs of the Modern Learner is rooted in building a culture of innovation and experimentation. This involves a willingness to embrace new approaches, learn from mistakes, and continually refine programs and processes to better serve student needs.

A key aspect of serving the Modern Learner is pivoting to shorter, more skill-focused program offerings. By aligning curricula with industry demands and ensuring flexibility, institutions can better support students in acquiring relevant skills and advancing their careers.

We actually don’t care anymore about majors…my faculty doesn’t identify their value based on our majors, but by the disciplines.

Dr. Melik Khoury, President of Unity Environmental University

Beyond adapting program design, Modern Learners also require a positive and supportive learning experience. Investing in technology, enhancing student support services, and cultivating a campus culture that fosters engagement and success are essential components of this experience.

Additionally, prioritizing data-driven decision-making is vital to guiding program development and implementation. By using data to assess program effectiveness, track student success, and inform resource allocation and program design, institutions can ensure their strategies are grounded in evidence rather than relying on traditional methods.

Are You Ready to Attract the Modern Learner?

The higher education landscape is changing, and adapting to the needs of the Modern Learner is essential for success. Embracing innovation, moving away from traditional practices, and prioritizing the student experience are critical components for success in today’s learning environment.

Don’t ask me to be innovative and be bound to tradition, be bound to what has come before me, be bound to pedagogy that is tried and true

Dr. Melik Khoury, President of Unity Environmental University

Flexibility, adaptability, and continuous improvement serve as tenets for institutions successful in meeting the Modern Learner’s needs. Institutions that excel in these areas are more likely to distinguish themselves from the competition. By shifting their governance structures, decision-making processes, and faculty training to encourage innovation and flexibility, they can better meet the evolving expectations of Modern Learners and remain competitive in a rapidly changing higher education environment.

The future of higher education hinges on the ability to adapt. By prioritizing innovation, the student experience, and fostering a culture of continuous improvement, institutions can not only survive, but thrive in this new era of learning. To enter this new era of higher education and elevate your institution’s programs to new heights, reach out to EducationDynamics. Together, we can drive meaningful change and achieve your goals.

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September 11, 2024
HR and the Courts — September 2024

Each month, CUPA-HR General Counsel Ira Shepard provides an overview of several labor and employment law cases and regulatory actions with implications for the higher ed workplace. Here’s the latest from Ira.

Fired Professor Who Praised Hitler Loses Free Speech Retaliation Lawsuit

The New Jersey Institute of Technology prevailed in a federal lawsuit brought by a former philosophy lecturer alleging retaliatory discharge. The professor’s employment agreement was not renewed after a New York Times article exposed his involvement in the “alt-right” (a far-right, white nationalist movement), including his praising Adolph Hitler as a “great European leader” and linking IQ to race. In dismissing the lawsuit, the U.S. District Court for the District of New Jersey held that the professor’s speech disrupted, and would likely continue disrupting, the university’s administration and interfered with the university’s mission (Jorjani v. N.J. Inst. of Technology ((D.N.J. No. 2:18-cv-11693, Jud entered 7/31/24)).

The judge held that public employers can restrict the speech of employees without violating the First Amendment when necessary to maintain effective and efficient operations. The judge also emphasized that the university did not need to wait for protests and demonstrations in order to show disruptions in operations before acting.

NLRB: Private Colleges and Universities Must Bargain With Unions Representing Student Employees Over FERPA-Protected Information

On August 6, 2024, the general counsel of the National Labor Relations Board (NLRB) issued a memo acknowledging the potential conflict between the National Labor Relations Act (NLRA) and the Family Educational Rights and Privacy Act (FERPA) regarding union requests for personal information about student employees. The NLRB general counsel concluded that colleges and universities in this situation must bargain with the applicable union over disclosure of such information and explain why the information request would violate FERPA.

Further, the NLRB concluded that the college or university can bargain with the union over the distribution of FERPA waivers to applicable student employees but that asking the union to hand out such waivers would be unreasonable and a violation of the employer’s duty to bargain in good faith because the union does not have the student contact information. The general counsel concluded that the college or university should hand out the waivers when the union does not have the student employees’ contact information.

Proposed $2.8 Billion NCAA Settlement on Hold as Some Student-Athletes Object

Some student-athletes claiming the NCAA artificially capped the size of college athlete scholarships too low, as well as those pursuing fair-pay claims, objected to the $2.8 billion proposed settlement of the NCAA and the Power Five conferences antitrust case. Plaintiffs in these two areas are asking the Northern District of California court to carve out their claims from the proposed settlement so that they can pursue individual claims in further litigation. The federal judge overseeing the matter questioned the proposed settlement and concluded that the settlement needed a better explanation of damages and a clearer understanding of how much each class member can expect to gain (In re College Athlete NIL Litigation (N.D. Cal. No. 4:20-cv-3919. Brief filed 8/9/24, Fontenot v. NCAA D. Colo. No. 1:23-cv-03076, and Cornelio v. NCAA D. Colo. No. 1:24-cv-02178)).

Two former Brown University student-athletes have dropped their objection, concluding it will not preclude them from proceeding separately in an antitrust claim against the Ivy League. The two former men’s and women’s basketball players have alleged separately that the Ivies have engaged in an illegal agreement which raised the price of an Ivy League education by illegally suppressing compensation for their services. They alleged that Brown only provided them with need-based assistance that did not cover the full cost of their education.

Boston University Graduate Workers Strike Is Longest in the Last Decade

Lasting over 150 days, the Boston University graduate workers strike is the longest student employee strike in the last decade, according to the National Center for the Study of Collective Bargaining in Higher Education and the Professions, located at the City University of New York’s Hunter College. The BU strike, which began on March 25, eclipses a similar work stoppage of 147 days at the University of Michigan in 2023. An unauthorized “wildcat” strike at the University of California, Santa Cruz may have lasted longer but the National Center points out that strike was unauthorized by the applicable union. The center concludes that this is part of the significant increase in unionization of both undergraduate and graduate student workers that has occurred over the past few years.

The Boston University graduate workers formed their union in December 2022. The union is still engaged in efforts to secure their first collective bargaining agreement. September 3 will be the beginning of the second semester in which the grad student workers are striking. Teaching and regular higher education functions have continued at the university, though some interference with regular activities has been reported.

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September 11, 2024
Improving the Student Experience – Archer Education
Attract and Retain the Right Students for Your Institution

Choosing a higher education program is often a defining moment in a person’s life. Whether it’s a teenager deciding on a traditional, on-ground undergraduate program, or someone in their late 30s selecting an online master’s program — it’s a big decision, and one that can be heavily influenced by the experiences they have with the institutions they’re considering.

Your students don’t just deserve a great experience, they expect it. Which is why identifying opportunities to enhance the student journey at your institution is essential.

In the competitive world of higher ed enrollment, the ability to attract and retain students goes beyond offering picturesque campus views or flexible online scheduling. It hinges on understanding and navigating the complexities of the process a student goes through, from their initial awareness of your program all the way through to their graduation, and identifying where students can get stuck, or worse, drop off.

When it comes to enhancing the student journey, I’m often asked, “Where is the best place to start?” To that end, this article dives into some of the most common areas for improvement. Focus on these areas and you’ll be on your way toward delivering a stand-out student experience.

This article explores:
- Common bottlenecks institutions face at different stages of the student experience
- Methods to identify the most important issues
- Strategies for prioritizing improvements to maximize impact
Common Bottlenecks in the Student Journey

Institutions aiming to enhance the overall student experience need to understand where students tend to get stuck. By pinpointing these bottlenecks, your university can devise strategies that streamline the journey and boost student engagement and retention. Some common points of friction in the enrollment process include:

Top of the Funnel: Driving Awareness

Every student journey begins with awareness, but getting potential students to visit your institution’s website to gain awareness of its programs can be a stumbling block. Many universities face challenges due to poor audience targeting, ineffective creative strategies, or a lack of investment in organic channels like websites and content strategies.

If your awareness efforts are falling short, your potential students won’t land on your university’s digital doorstep. This means opportunities to engage and inform them go untapped, which sets the stage for a cascade of engagement issues downstream.

It’s called an enrollment funnel for a reason — if you don’t attract enough qualified traffic at the top, the bottom of your funnel will fall short of your goals.

Mid-Funnel: Generating Interest

Let’s say your awareness efforts are working, and your brand, story, and program marketing tactics are finding prospective students. Once these prospects are aware of your institution and have visited your site, the next challenge is to convert them into active inquirers. In other words, getting them interested enough to raise their hand by filling out a form, contacting an enrollment advisor, or even starting their application.

This stage often suffers from two main issues:
1. Attracting too broad of a range of individuals, including many who are unqualified or not aligned well with the institution’s programs or areas of specialization
2. A mismatch between what prospective students expect to find and what the website provides
If your paid ads told one story and your website tells a totally different one, it can be a turnoff for prospective students. If the content does not resonate with potential students’ academic aspirations, they are less likely to take the next step. If you’re not highlighting what makes an education at your institution truly unique or how it connects to your target audience, it’s likely that your content won’t resonate, even if you did identify the right audience.

Bottom of the Funnel: Growing Application Submissions

What’s every enrollment leader’s least favorite word? Melt. Even after marketing to the right audience and generating inquiries, there’s often a drop-off before the application stage — commonly known as the application melt.

This is a delicate phase, where bad strategy moves and overly clunky processes can cause big problems. This could include generic follow-up communications that fail to engage the interests of prospective students, a lack of personalized experiences that can make students feel valued, or insufficient time spent nurturing and managing these warm leads. Each of these factors can lead to a significant reduction in the number of completed applications.

Methods to Identify Student Experience Bottlenecks

Now that we’ve covered the most common bottlenecks, let’s talk about how to identify where these bottlenecks are showing up in your student experience. Once you identify them, you can target improvements effectively and efficiently. Methods to identify bottlenecks include:

Benchmarking

A powerful starting point for identifying pain points is benchmarking your institution’s performance against your peers or similar programs. Benchmarking involves a comprehensive comparison of your processes, outcomes, and student satisfaction levels to those of other institutions.

By evaluating where you stand in relation to your peers, you can identify specific areas where you lag behind. Benchmarking provides a clear, external perspective on your institution’s relative strengths and weaknesses, guiding you toward the most impactful areas for enhancement.

Leveraging Internal Data

Once you understand the external picture, you can dive in internally. Your internal data is an invaluable resource for tracking the effectiveness of changes in the student experience. By analyzing metrics such as enrollment rates, drop-off points, and student feedback before and after implementing changes, you can gauge their impact.

This approach helps you identify which efforts are helping the student experience and which aren’t, allowing you to make data-driven decisions. It also enables you to adapt your strategies dynamically, continuously improving the student journey as students’ needs continue to evolve.

Intuition and User Testing

As we all know, data alone isn’t enough. Intuition and direct feedback play a crucial role in creating the full picture of your student experience. Conducting user testing sessions in which potential or current students navigate your enrollment process can reveal obstacles that data might not capture. This can be as simple as a conversation or as intricate as a survey.

Additionally, personally walking through each stage of the student journey yourself can provide you with insights into the emotional and practical challenges prospective students face. Think of it as acting like a secret shopper — fill out an inquiry form and see what happens. This method helps you uncover hidden roadblocks that might not be evident from quantitative data alone, adding a human element to your analysis.

Fixing Bottlenecks With ICE Scoring

Now that you’ve got a list of bottlenecks to fix, you need a system to prioritize them. This next critical step ensures that you properly allocate your time and resources. The ICE scoring framework, which stands for impact, confidence, and effort, is a structured approach to evaluating potential fixes and deciding which ones to tackle first.

Impact

The first step, impact, involves evaluating how much a potential fix could enhance the student experience.

Fixes that address issues at the top of the funnel, such as increasing awareness and initial engagement, often get a high score because they can influence the largest number of prospective students. The more qualified prospective students you can get into your enrollment funnel, the more you’re likely to enroll.

By prioritizing high-impact fixes, you can see substantial improvements in overall student engagement and satisfaction.

Confidence

Confidence measures how certain your institution is about the effectiveness of a proposed fix. This assessment is based on evidence from user testing, adherence to best practices, personal experience, and insights from experts in the field.

For example, if you get a large volume of inquiries outside of business hours, you can give a high confidence score to an effort that would engage students at any hour, like Onward or a chatbot.

A high confidence score indicates a strong belief that the fix will achieve the desired outcome, reducing the risk associated with resource allocation. You are more likely to succeed when you base your decisions on robust, tested solutions.

Effort

The final component of the ICE framework is effort, which estimates the time, financial investment, and organizational energy required to implement a fix. This step also considers the level of internal buy-in necessary to move a project forward.

Effort scoring helps you understand the resource demands of each potential fix, allowing you to consider its feasibility against its expected benefits. Implementing a new learning management system (LMS) is a huge project that requires organization-wide input and execution. This equals a high effort score. Refreshing your creative assets? Much less effort.

Prioritizing fixes that require reasonable effort but offer significant impact can lead to more sustainable and effective improvements.

Implementation and Iteration in the Student Experience

Improving the student experience is not a one-time thing. It’s an ongoing process that demands continuous attention and optimization. As your institution implements changes, you’ll need to monitor the effects and iteratively refine your efforts based on the outcomes.

Monitoring Results

The first step after implementing any change is to closely monitor the results. Key performance indicators (KPIs), such as cost per lead, application melt, enrollment numbers, student retention rates, and satisfaction scores, are a gold mine. Continuous monitoring validates the effectiveness of new strategies and highlights areas that may require further attention.

Rinse and Repeat

Once the initial results are known, the next step is to apply the ICE framework again — this time to any new bottlenecks or existing issues that were deprioritized in earlier rounds. This iterative approach ensures that your resource allocation remains dynamic and responsive to the evolving needs of your students and your institution.

Ready to Improve Your Institution’s Student Experience?

At Archer Education, we understand the transformative power of full-funnel data visibility when you’re improving your student experience. Our commitment to transparency and knowledge sharing drives our partnerships with colleges and universities, helping higher ed leaders and marketers exceed their online learning growth and enrollment goals.

Our experienced team is adept at identifying and addressing the bottlenecks that can hinder student journeys, utilizing strategies like those outlined in this article to maximize impact. By applying the ICE framework, we help institutions prioritize and implement improvements that significantly enhance the student experience.

If you’re ready to transform your student journey and achieve remarkable outcomes, contact our team today, and explore how our offerings can bring your educational goals to fruition.

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September 9, 2024