Tag: college

  • For Adult Learners, College Means More Than Just Jobs and Wages

    For Adult Learners, College Means More Than Just Jobs and Wages

    Title: Multiple Meanings of College: How Adult Learners Make Sense of Postsecondary Education & Why It Matters

    Authors: Melanie Shimano and Becky Klein-Collins

    Source: Council for Adult and Experiential Learning, Stanford Pathways Network, and Strada Education Foundation

    When adults decide to go back to college, some people assume their motivations are purely economic—to get a better job, make more money, or move up the corporate ladder. However, a new study by Council for Adult and Experiential Learning, Stanford Pathways Network, and Strada Education Foundation challenges this narrow view. Researchers interviewed 120 adult learners and found that they have many different reasons for wanting a college degree.

    While most people said they wanted to advance their careers and make more money, they also had personal reasons that were just as important. For example, they want to:

    • Set a positive example for their children
    • Push back against racism and discrimination through educational attainment
    • Gain skills to better serve their communities
    • Fulfill a lifelong ambition and gain a sense of achievement
    • Grow as individuals by developing new capabilities and identities

    The people interviewed said support from their schools, employers, coworkers, friends, and family was key to their success. Programs designed for adults, caring advisers, and supportive loved ones made it easier to juggle school, work, and life. When asked if college was “worth it,” many said yes because of what they learned, how it helped their careers, and the personal goals they achieved. But some who took on a lot of debt or felt they weren’t learning enough had doubts.

    To serve adult students well, institutions should consider all the reasons they go back to school. Here are some key recommendations from the report:

    • Craft recruitment messages that resonate with a range of motivations beyond just economic benefits
    • Explicitly recognize and celebrate personal, familial, and civic goals in advising
    • Provide college credit for completion of alternative credentials to leverage the symbolic power of a college degree
    • Assess student success comprehensively, incorporating metrics like community involvement in addition to earnings

    While there is growing enthusiasm for alternative educational pathways, adult learners remind us that a college degree still holds significant value for Americans in many ways. As institutions work to create more paths to success, it is crucial to understand and build upon the multifaceted meaning of college for adult learners.

    Click here to read the full report.

    —Alex Zhao

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  • Troubled FAFSA Rollout Linked to Sharp Decline in First-Year College Enrollment

    Troubled FAFSA Rollout Linked to Sharp Decline in First-Year College Enrollment

    Title: Fewer Freshmen Enrolled in College This Year Following Troubling FAFSA Cycle

    Author: Katharine Meyer

    Source: Brookings Institution, National Student Clearinghouse Research Center

    The rollout of the new FAFSA form last year triggered cascading consequences across the higher education community. The launch was delayed, customer calls remained unanswered, and the number of filings decreased by about three percent. As the form’s issues compounded, experts predicted that the fumbled rollout would likely negatively impact the higher education sector across several metrics, particularly new student enrollment.

    The National Student Clearinghouse Research Center collected data at the beginning of the academic year to begin painting the updated enrollment picture and will follow up with final enrollment numbers for the 2024-25 academic year. The Brookings Institution analyzed the preliminary data and observed large declines in FAFSA filings, followed by a decrease in first-year enrollment.

    Across all institutions, first-year enrollment is down 5.8 percent among 18-year-olds and 8.6 percent among 19-20-year-olds. At public four-year institutions, first-year enrollment declined 8.5 percent, and it declined 6.5 percent at private four-year institutions. White freshman enrollment declined the most (11.4 percent), followed by multiracial (6.6 percent) and Black (6.1 percent) first-year student enrollment. Enrollment at HBCUs, however, increased 5.9 percent from last year and has cumulatively increased 12.6 percent since fall 2022.

    First-year enrollment at four-year schools declined across all levels of Pell Grant recipience. Institutions that experienced the largest declines in first-year enrollment, though, were public and private four-year institutions with the highest shares of students receiving Pell Grants (-10.4 and -10.7 percent, respectively). First-year enrollment at four-year colleges is also down across all levels of selectivity, with the largest decline occurring at very competitive public four-year institutions (-10.8 percent), followed by competitive public four-year institutions (-10.3 percent).

    Despite declines in first-year enrollment, total college enrollment increased three percent, due in part to a 4.7 percent increase in community college enrollment. Interestingly, this increase occurred at certain types of two-year institutions but not all of them. At colleges that predominantly award associate degrees and some bachelor’s degrees, freshman enrollment increased 2.2 percent, and at two-year institutions that enroll a higher proportion of low-income students, first-year enrollment increased 1.2 percent. At community colleges only awarding associate degrees, however, enrollment decreased by 1.1 percent.

    The author notes these insights come with caveats; many factors have contributed to enrollment decline over the last decade, notably falling public confidence in higher education and the ever-growing cost of attending college. The sharp decline in first-year enrollment, however, correlates with the troubled FAFSA launch. Continuing to collect data over time will provide more insight into the implications of recent disruptions to enrollment trends, particularly following the COVID-19 pandemic and the FAFSA rollout. The 2025-26 FAFSA form will be available this December, and its functionality will determine the gravity of the past year’s enrollment decline.

    To view the National Student Clearinghouse Research Center data dashboard, click here. To read the Brookings Institution analysis, click here.

    —Erica Swirsky

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  • College Recruitment Strategies and Ideas to Boost Enrollment

    College Recruitment Strategies and Ideas to Boost Enrollment

    Student Recruitment Ideas for Better Enrollment Marketing

    College recruitment strategies have undergone a seismic shift in recent years with the rise of an always-on digital audience and the growing accessibility of online programs. Fewer geographical constraints and heightened competition have fueled this realignment, prompting institutions to craft student recruitment strategies that are as dynamic as the students they aim to enroll. 

    In the modern, digital-first landscape of higher education, recruitment season is no longer confined to the traditional August to December window. Students are applying and enrolling year-round, and your institution must constantly assess which strategies are driving results and which are falling flat. 

    By embracing smarter, data-driven marketing tactics, you can stand out in the crowded landscape of online education, uniting students under the shared mission of your institution. 

    The Importance of Student Recruitment Strategies 

    You’ve been working in higher education for over a decade, but recently, student recruitment seems harder. You’re not alone. Prospective students are going in less traditional directions and finding cheaper, faster ways to become qualified for the workforce through modalities such as online certificates and boot camp programs. Inflation isn’t helping either. 

    But through a realignment of strategy to meet digital native consumers, you can meet students where they are and capitalize on projected enrollment growth. 

    Don’t get scared into sticking with outdated ways of reaching prospective students. Instead, rise to the challenge, get a better understanding of the landscape you’re working with, and refresh your enrollment marketing strategy. 

    3 Student Recruitment Strategies

    We won’t tell you that all traditional marketing strategies are outdated, but we do want to make it crystal clear that students are online. They’re surfing the web on their smartphones and discovering new universities and programs through (mostly mobile) online journeys. If your enrollment strategy isn’t rooted in this reality, you’re at risk of losing more than half of your potential students. 

    1. Meet Them Where They’re At (On Their Phones!)

    With 91% of the U.S. residents owning a smartphone, it’s no surprise prospective students are surfing the web from their mobile devices. In fact, a recent report by Oberlo tells us that over 60% of all internet traffic comes from mobile devices. 

    Most of the time, however, our web developers, brand managers, and marketing professionals are viewing and building websites on their desktop computers. While working from a computer is convenient, it’s imperative that every single UX/UI change made to your university/program website is tested on both desktop and mobile. 

    Don’t lose out on prospects just because you didn’t consider both desktop and mobile website views in your design process. It may seem obvious, but plenty of colleges and universities aren’t considering this important strategic detail. 

    2. Consider Utilizing Paid Media

    Now that you’ve cleaned up your mobile site, you’re ready to start pushing students from other platforms to your program pages through a key college recruitment strategy: paid media. While paid media isn’t the cheapest option, it’s often one of the most effective. Google Ads, LinkedIn, and Facebook provide fairly straightforward ways to spend for clicks. 

    We recommend starting with PPC (pay per click) campaigns to attract prospective students to your site. These campaigns help the most with bringing in entirely new audience members whom you may not have been able to reach through organic efforts. The internet is vast, and it’s not always easy to track down potential candidates without some extra help. 

    After bringing in new prospects from platforms like Google and LinkedIn, your job is to create a journey where they’ll sign up for your newsletter or respond to a survey so you can effectively follow up and make their click worthwhile. It may seem pricey at first, but once the leads start coming in and you’re able to connect with them well after that first click, you’ll see the return on investment. 

    PPC campaigns can also help speed up the process if you’re finding yourself behind on your goals this quarter.

    3. Tap Into Popular Platforms and Their Users

    If paid media feels a bit too far out of reach, some high-growth organic options can help your student recruitment strategy. 

    Use Instagram to Engage With Students

    Most institutions now have a presence on LinkedIn and Facebook, but university marketers may be missing a huge opportunity with Instagram. A recent article from RivalIQ cited higher ed’s impressive average engagement rate of 2.43% on Instagram, compared with the median across all industries of 0.43%. 

    Instagram should be used in a completely different way than Facebook and LinkedIn, which can be deterring for content teams, but clearly prospective students are interested in engaging there. Be sure to connect with them and provide tailored content.

    Harness the Power of Testimonials

    When you hear the words “influencer marketing,” you may think of famous teenagers with millions of followers dancing their hearts out to a 15-second song. While plenty of those influencers are out there, so are users who share their educational journeys, financial tips and tricks, and personal stories about their lives and experiences. 

    With the number of graduates, administrators, and staff members your school has on social media, you’re sure to find some influential users who are willing to share their satisfaction with your program on their channels. It doesn’t require millions of followers either. 

    Nano influencers (influencers with a following between 1K and 10K) are “everyday people” who come across as more authentic and with much more enthusiasm than the players in the big leagues (micro/macro influencers). According to a recent study from Matter Communications, 69% of consumers depend on recommendations from influencers, family members, and friends over information provided by brands. That means two of every three consumers want to read reviews from online personalities they see as trustworthy sources — an amplified version of word-of-mouth marketing.

    Use Short-Form Video to Reach New Audiences

    Short-form video is an important college recruitment strategy for engaging with students. Though the style of content may seem daunting and the editing may seem like a lot of work, recent studies have indicated that Gen Z users prefer TikTok for search over Google — making it an indispensable part of your strategy. 

    Although prospective student demographics look different across universities, your target students are likely on TikTok. And more importantly, they’re using it as a source of information. The hashtag #LearnOnTikTok had over 360 billion views as of 2024, according to The Leap. 

    Think of the reasons users visit your website — and the questions they have — and use that insight to inform the kinds of content you can provide to educate prospective students. 

    We Can Help Build Your Online College Recruitment Strategies

    The higher-ed landscape is still undergoing unexpected shifts at a faster rate than most of us are ready for. Some days, you might feel like you’ll be playing catch-up for ages, and evolving marketing tactics might make that race feel even harder. It’s a lot to manage a robust omnichannel college recruitment strategy, but you don’t have to do it all internally. 

    At Archer Education, we partner with colleges and universities to create effective messaging that will illuminate your brand’s strengths and unique values to attract and convert high-quality students. Our experts are always in the know, employing tech-enabled, modern enrollment tactics to attract prospective students’ attention, drive engagement, and facilitate action. Don’t overstretch your team members — let us help. Contact us today for more information.

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  • Unpacking the Transition to College

    Unpacking the Transition to College

    Title: High School Benchmarks

    Source: National Student Clearinghouse Research Center

    Each year, the National Student Clearinghouse Research Center reports on the transition from high school to college. The latest report finds that as we move further away from the height of the COVID-19 pandemic, policy and practice are reverting to “normalcy,” though there are still lasting inequities in student outcomes.

    Throughout the report, the authors group high school graduates by several metrics to illustrate the nuances of the transition from high school to postsecondary education, using high school characteristics such as poverty level, income level, urbanicity, share of minority students, and enrollment over time, along with college characteristics and student outcomes.

    Key insights include:

    High school income classification changes during COVID-19

    In 2020, the United States Department of Agriculture allowed schools to provide student meals through the Summer Food Service Program rather than the National School Lunch Program (NSLP). The number of students who qualify for NSLP is a key poverty indicator, so this change resulted in fewer schools classified as high-poverty and low-income. When NSLP resumed normal administration in 2023, school poverty levels reverted to pre-COVID-19 distributions.

    Outcomes by high school graduating class

    Rural high schools had the largest increase in immediate enrollment following high school graduation. In 2023, 54.8 percent of graduates from rural high schools enrolled in higher education immediately, a 0.9 percentage point increase from 2022 (53.9 percent).

    Students who graduated from high-minority high schools in 2021 saw their first-to-second year persistence rates increase by 2.9 percentage points over students who graduated in 2020 (77.4 to 80.3 percent). Meanwhile, students from low-minority high schools’ first-to-second year persistence rates increased by 1.7 percentage points (85.2 to 86.9 percent).

    Six-year completion rates among high-poverty high schools rose from the class of 2016 to the class of 2017 (24.5 to 25.1 percent), and completion rates among low-poverty high schools decreased (59.9 to 59.4 percent).

    Outcomes by high school type

    Across high school characteristics, the largest disparities in enrollment, persistence, and completion rates were between high- and low-poverty high schools. High-poverty and low-income high schools had the lowest first-to-second year persistence rates (76.0 and 78.3 percent, respectively), compared with their low-poverty and high-income counterparts (90.7 and 86.7 percent, respectively).

    Disparities between high- and low-income schools widened when looking at schools with a high share of minority students. Whereas 66.5 percent of 2023 high school graduates from low-minority, high-income high schools enrolled in the first fall following graduation, only 52.1 percent of students from high-minority, low-income high schools did the same.

    For the high school class of 2017, six-year postsecondary completion rates varied considerably across high school characteristics. The share of students graduating college within six years who attended low-poverty high schools was 34.3 percentage points higher than the share of students from high-poverty high schools (59.4 compared with 25.1 percent).

    Enrollment by major

    Across several high school characteristics, students from high-poverty, low-income high schools completed degrees in STEM fields at lower rates than students from low-poverty, high-income, low-minority high schools. Whereas 22.5 percent of students from low-poverty high schools completed their STEM degree within six years, only 7.8 percent of students from high-poverty high schools did the same. Moreover, 16.9 percent of students from low-minority high schools received their STEM degree within six years, compared with 10.6 percent of students from high-minority schools.

    Among 2023 high school graduates, students from suburban high schools chose a major in business, management, marketing, and related support at a higher rate than students from rural and urban high schools (13.5 percent compared with 12.1 percent for rural and urban schools).

    To view the data, click click here..

    —Erica Swirsky

    If you have any questions or comments about this blog post, please contact us.

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  • Families Use a Variety of Options to Keep Pace with Increasing College Tuition

    Families Use a Variety of Options to Keep Pace with Increasing College Tuition

    Title: Covering the Tuition Bill: How Do Families Pay the Rising Price of College?

    Author: Phillip Levine

    Source: The Brookings Institution

    The increasing costs of attendance at colleges and universities, especially higher “sticker prices,” have attracted attention from both families and policymakers. Although many families are not paying the full sticker prices due to financial aid, today’s families are still facing higher bills for postsecondary education.

    A new analysis from the Brookings Institution examines the different funding sources that families use to pay for four-year nonprofit colleges and how these differ depending on family income. While the findings reflect the different limitations families face based on their incomes, they also suggest that rising net prices mean all households face additional hardships when their children enroll in college.

    Key findings include:

    Middle- and higher-income parents increasingly used their own income and savings.

    • Between 1996 and 2008, payments to colleges from parents’ income and savings jumped by $1,500 to $4,600, depending on the family income and type of institution. These values likely increased again by several thousand from 2008-2020, but specific figures are not available.

    Middle- and higher-income parents have borrowed more.

    • Families with incomes below $50,000 and students attending private institutions saw the highest increases, an average of $1,200, in parents taking out loans from 2008 to 2020.
    • Families with incomes between $50,000 and $100,000 borrowed, on average, $800 more in parent loans for students attending public institutions between 2008 and 2020.
    • Parents were more likely than students to take out education loans, especially between 1996 and 2008 and among middle- and higher-income families.

    Students from lower-income backgrounds worked more.

    • Payments to colleges with funds from student earnings increased among families with incomes under $50,000 from 1996-2008. Student earnings likely also covered the bulk of net price increases for lower-income families between 2008 and 2020.
    • Students from families earning less than $50,000 enrolled at public institutions were six percentage points more likely to work in 2008 compared to in 1996.

    These findings provide reassurance that increased student borrowing is not the primary resource for students to cover increased net prices at four-year colleges. Although the student debt crisis continues to gain attention as overall student loan debt has grown broadly, that increase is largely not occurring at four-year nonprofit institutions.

    However, increased borrowing by parents, especially in middle- and higher-income families, is a trend worthy of more attention. Given that lower-income families may be unable to take on parental loans due to creditworthiness, parental borrowing can contribute to increased inequality as cost may prevent lower-income students from selecting the best school for them or from attending college at all. Middle- and higher-income families can face other significant consequences: If parents deplete their assets or save less, they may not be able to retire until they are older or have decreased retirement income.

    To read the full report, click here.

    —Austin Freeman

    If you have any questions or comments about this blog post, please contact us.

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  • College of Western Idaho Boosts Enrollment and Retention with Data-Driven Solutions

    College of Western Idaho Boosts Enrollment and Retention with Data-Driven Solutions

    In late 2021, the College of Western Idaho (CWI) needed to address a consistent enrollment decline and improve student retention. With an ambitious vision to improve and optimize its technological infrastructure and student outreach, CWI sought to build a best-in-class system to enhance student engagement and elevate enrollment strategies. To ensure that data and technology were aligned with CWI’s growth objectives, the college partnered with Collegis Education to analyze their combined impact. Were its data and tech aligned for impact, or were gaps hindering progress and creating unnecessary burdens across the team?

    Key Takeaways

    • Six consecutive terms of YoY enrollment growth
    • Experienced the highest YoY increase in persistence in history of the college from Fall 2022 to Fall 2023
    • Consistent improvement in term-over-term retention

    CHALLENGES:

    • Declining enrollment
    • No established retention strategy
    • Lack of CRM
    • Underutilized LMS
    • Siloed technology and data systems

    SOLUTIONS:

    • Connected Core®
    • Advanced analytics + business intelligence
    • LMS support
    • Website optimization
    • Data-driven outreach and support for students identified as at-risk

    Strategy

    Collegis Education and CWI began collaborating on building a best-in-class student journey from the point of initial inquiry through graduation.

    A comprehensive evaluation of existing CWI systems allowed Collegis to assess the college’s digital readiness, technology infrastructure, and enrollment ecosystem to understand how they aligned with its growth objectives. The partnership quickly proceeded from consultation to implementation.

    Collegis prescribed a set of solutions to enhance student engagement from first contact and elevate the school’s enrollment strategies:

    • Connected Core® to unite siloed systems, data sets, and other enrollment technologies, providing more accurate, actionable, unified institutional intelligence with clear visualizations to support data-enabled decision-making at all levels.
    • Website optimization to improve conversion and deliver a student-centric digital experience that supports the objectives, goals, and mission.
    • Prospective student nurturing campaigns with a messaging protocol designed to drive conversion and prospective student engagement with CWI.

    Collaborating closely with CWI, Collegis developed a well-defined student retention strategy that established meaningful student-advisor relationships early on, ensuring students felt supported from their first interaction onward.

    • Enrollment conversation training gave student-facing staff the tools to drive positive experiences for CWI learners while embracing a liaison approach to student engagement.
    • Collegis student success coaches conducted proactive outreach to engage students while leveraging an at-risk alert system to drive intervention. This early alert system flags students needing support based on learning management system (LMS) data on attendance, current grades, and assignment completion.

    Results: Average YoY growth each semester since our partnership began has averaged 5%

    By working with Collegis, CWI could focus on its student journey and how it could better use data and technology to deliver superior student engagements and reach its growth targets. This has helped not only stop, but reverse historical enrollment declines. In 2024, CWI projected year-over-year growth for the sixth consecutive academic term. The school has achieved an average year-over-year term growth of 5%, with a trendline for fall 2024 of over 9% growth.

    “Our partnership with Collegis has provided expertise, speed, and flexibility in areas where we, as an institution of higher education, have been unable to improve so nimbly.  Where most consultants provide an analysis and leave, Collegis follows through with ‘and this is how we’ll make that happen for you’.  Trusting their recommendations is easy because I know they are signing themselves up to do the work with me.”

    Tyler Brown, Associate Vice President Enrollment & Student Services, College of Western Idaho

    Value-based conversations with prospective students have resulted in increased applications. Further, pre-start engagement from the advising and student success coaching teams has increased registrations from admitted students.

    By fostering a culture of meaningful interaction and support for students, CWI paved the way for improved student retention. The LMS-based at-risk model has driven 19,000+ proactive student engagements and interventions in one academic year.

    Within just one year of implementing these targeted strategies, CWI witnessed a remarkable in retention rates, all while alleviating the workload on faculty and staff.  Similar retention strategies deployed by other Collegis partner institutions have yielded term-over-term retention rates exceeding 90%, underscoring the effectiveness of our approach.

    “Whenever we want to try something new or have a challenge we need help with, my first thought now is let’s call Collegis and see if this is something they can help us with.”

    Denise L. Aberle-Cannata, Provost, College of Western Idaho

    With a proven retention strategy and access to a proactive model, CWI can now build out its internal retention capabilities and plans to take over the student success coaching function.

    The Future

    CWI’s commitment to embracing change and being agile is demonstrated by the school’s evolving partnership with Collegis to exceed industry best practices and realize sustained growth. Ongoing services and incremental work are targeting LMS initiatives to stabilize, standardize, optimize, and transform CWI’s instance of Blackboard Learn and redesign its new student orientation, among other things.

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  • Busting Roadblocks in the Community College Enrollment Cycle

    Busting Roadblocks in the Community College Enrollment Cycle

    Top Student Enrollment Roadblocks and How to Overcome Them

    In my more than two decades of steering enrollment management at various institutions, I’ve seen students encounter numerous hurdles on their journey to and through higher education. 

    My experience has consistently shown that the decision to enroll is heavily influenced by four critical factors: 

    • The ease of the enrollment process
    • A transparent path to graduation 
    • A reasonable time frame for degree completion 
    • A clear cost-benefit analysis of the educational offering

    Understanding these priorities is critical to attracting and retaining students in the community college space. By aligning your enrollment strategies with the needs and expectations of prospective students, you can ensure a smoother, more engaging educational journey that benefits both the students and your educational institution alike. 

    Common Ease of Enrollment Roadblocks for Students

    The pursuit of higher education is a daunting task in itself. When students encounter challenges at the enrollment phase — before the actual coursework even starts — it can be easy for them to bow out of the process altogether. To ensure that doesn’t happen, avoid these common pitfalls in the community college enrollment journey: 

    Complex Enrollment Processes

    • Lengthy admissions procedures: Complicated and time-consuming application processes can frustrate new students, especially those unfamiliar with higher education procedures.
    • Document submission delays: Students may struggle with gathering and submitting the required documents (e.g., transcripts, proof of residency) on time, leading to delays in their enrollment.

    Orientation and Information Overload

    • Overwhelming orientation sessions: While orientation programs are meant to help new students, they can be overwhelming if they cover too much information in a short time, leaving students confused about where to start.
    • Missed information: Students may miss important information about resources, deadlines, and processes if the information is not communicated clearly, or if the students do not attend orientation sessions.

    Confusing Websites

    • Sites overloaded with information: Websites designed to serve multiple audiences — current students, alumni, faculty, and potential students — can make the inquiry stage difficult and confusing for prospective students. They may become frustrated as they struggle to find specific information or complete essential tasks, which can lead to them delaying or abandoning the process.

    Placement Testing Delays

    • Test scheduling issues: Placement tests in subjects like math and English are often required before students can register for classes, but delays in scheduling or students misunderstanding the requirements can slow down the process.
    • Preparation for tests: Some students may need to brush up on certain skills before taking a placement test, and may be unaware of resources or study options available to them, making this a barrier for them.

    How to Overcome Ease of Enrollment Roadblocks

    So, those are the potential enrollment roadblocks for community college students. But what are the enrollment solutions? Solutions for overcoming enrollment roadblocks for community college students include the following: 

    • Create a “Future Students” platform: Build a page or digital experience that is 100% focused on educating and helping individuals who are simply exploring their educational options. Below are just a few examples of topics that prospective students might want to be able to easily find information about on your “Future Students” page or experience: 
      • When can I start? 
      • How much does it cost? 
      • What support services are available? 
      • What is the application process and deadline? 
      • What are the specific steps I need to take to be prepared for the start of the term?
      • What happens after I apply?
    • Create mobile-friendly applications: Simplify the application itself, and ensure that students can use their mobile device to complete the application, apply for financial aid, register for orientation and/or courses, and order their books. 
    • Apply technology solutions: Use simple and low-cost systems to track students’ progress through the onboarding process, identify at-risk students, and automate follow-up communications.
    • Use data analytics: Analyze data to identify common drop-off points as new students navigate the onboarding process, and tailor interventions to address these specific challenges.

    Common Clear Path to Graduation Roadblocks for Students

    Now that you’ve mowed down the enrollment roadblocks, it’s time to ensure that the ride stays smooth. Remember, it’s never too late for students to change their direction. They might do so if these issues persist: 

    Course Registration Problems

    • Limited course availability: Popular or required courses may fill up quickly, leaving new students without the courses they need, which can delay their academic progress.
    • Complex registration systems: A complicated online registration system can be difficult for students to navigate, leading to errors or incomplete registrations.
    • Prerequisite confusion: Understanding which courses have prerequisites and ensuring those are met can be a hurdle for new students unfamiliar with academic requirements.

    Technology Barriers

    • Difficulty navigating online platforms: New students may struggle with using the college’s online portals for registration, financial aid, course management, and other essential functions.
    • Limited digital literacy: Students with limited experience using digital tools may face challenges in accessing online resources and completing necessary tasks.

    How to Create a Clear Path to Graduation

    Constructing a clear path to graduation isn’t easy, and with limited resources, it can be difficult to avert every bump in the road. But in my experience, you can keep most students on track by focusing on these two key areas: 

    • Create academic maps: Complete an analysis that maps out all of your institution’s programs, courses, campuses, modalities, and times of day (day versus evening courses). Make sure all students can clearly see what courses they need as well as how, when, and where they can take the courses in order to reach their educational goals. 
    • Make integration the top priority: Really cool software options exist that are designed to help students stay on track. But if they don’t integrate with your existing systems, steer clear. You’re only going to confuse your students with disjointed information.

    Common Reasonable Degree Completion Roadblocks for Students

    You’ve cleared two major hurdles by easing the enrollment process and creating a clear path to graduation. But you’re only halfway home. Here are some common mistakes institutions make when it comes to the time it takes to complete a degree: 

    Inadequate Academic Advising

    • Limited access to advisors: New students often need guidance on how to choose the right courses, but they may struggle to get timely appointments with academic advisors due to high demand.
    • Lack of personalized guidance: Some students receive generic advising that doesn’t take their individual needs and goals into account, leading to poor course selection or misaligned academic paths.

    Lack of Clear Communication

    • Inconsistent information: Conflicting messages from different departments (e.g., admissions, financial aid, advising) can create confusion and frustration among students.
    • Unclear next steps: Students may not know what steps to take after completing their initial tasks, which can lead to delays in moving forward with the enrollment process.

    Social and Emotional Challenges

    • Anxiety and uncertainty: The transition to college can be intimidating, especially for first-generation students. Without proper support, students may feel overwhelmed and unsure of how to proceed.
    • Lack of connection: Feeling disconnected from the campus community can hinder a student’s willingness to engage and complete the onboarding process.

    How to Help Students Reach Their Goals in a Reasonable Amount of Time

    When it comes to keeping students on track, intervention is key. Follow these tips: 

    • Educate students early: Help students realize that taking two courses per term may not be enough to earn their degree in the time frame they set for themselves. Make them aware of initiatives such as “15 to Finish” or “Momentum Year,” as well as other ways to receive college credit, such as through a prior learning assessment. These topics can all be part of the “Future Students” experience mentioned above in the “Ease of Enrollment” section. 
    • Keep students focused on the end goal: Post each student’s expected graduation date within their degree audit so they can see that taking two courses per term will put them on pace to earn an associate degree in five years. 

    Common Cost/Benefit Roadblocks for Students

    You’ve now reached the last but never the least critical roadblock in higher education: return on investment. It’s why your students are showing up, and if the numbers don’t make sense, they can — and should — turn back. Here are some financial concerns that your students are likely to face: 

    Housing and Transportation Challenges

    • Affordable housing: Students who need housing may have trouble finding affordable options, which can delay their ability to start classes.
    • Transportation barriers: Students without reliable transportation may struggle to attend orientation sessions, placement tests, or even some of their classes.

    Cost of College Data Is Hard to Find

    • How much a degree costs: Some students don’t know what a college credit is, much less what a cost-per-credit model is. Furthermore, many students don’t know how many credits it takes to earn a degree/credential. 
    • Payment options: Students may not know that different financial options exist. This is especially true for students who work full time for an employer that provides tuition assistance as a benefit. 

    Ways to Help Students With Their Financial Concerns

    Your institution is responsible for ensuring that students understand their financial obligations and how to meet them. Here are a few ways that you can do this: 

    • Provide clear cost comparisons: Create easy-to-understand charts or infographics that compare the cost of tuition and fees at your community college to those at local four-year universities. Highlight the significant savings. 
    • Offer cost calculators: Provide online calculators that allow students to input their financial information and compare a community college’s costs to a four-year institution’s costs. See an example here. 
    • Provide debt-projection tools: Offer tools that project potential student loan debt based on different educational paths, clearly illustrating the financial advantages of the community college option. Remember that you are an educator and that education starts the moment a student begins exploring your college. 

    Bust Down Roadblocks by Partnering With Archer 

    In my 20 years of experience, I’ve helped lots of institutions navigate these potential roadblocks to enrolling and retaining more students. And I’m far from alone in my expertise at Archer. Our full-service team partners with colleges of all kinds to help them build and scale their capacities. 

    Is your institution ready for a collaborative partner who takes the time to get to know you, then makes custom recommendations based on decades of experience? Reach out to us today! 

    Subscribe to the Higher Ed Marketing Journal:


    Brian Messer

    Brian Messer has over 20 years of experience overseeing all aspects of university administration, including online, operations, academic affairs, enrollment management, marketing, financial management, and human resources and student affairs. Specifically, his extensive experience in scaling marketing and enrollment initiatives in all sectors of nontraditional higher education have contributed to student success and growth at many institutions of higher learning.
    Messer holds a doctorate in higher education administration from Saint Louis University.

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  • Medical College Admission Data, 2023

    Medical College Admission Data, 2023

    This is a reboot of a visualization I did in 2018, which I found fascinating, but which didn’t get much traffic at the time, and thus, I’ve not refreshed it.  But I still find it compelling and instructive.

    Each year, the Association of American Medical Colleges publishes a lot of data about admission to medical colleges in the US. But frankly, it’s a mess, and takes a lot of effort to clean up and visualize: Each link is a separate spreadsheet, and each spreadsheet has spacer rows and merged cells and lots of stuff that needs to be scrubbed (carefully) before analyzing and visualizing.  So, if you use this work in a professional capacity, I’d appreciate your support for my time, software and hosting costs at this link. As a reminder, I don’t accept contributions from high school counselors, students, or parents who are using the site.  (And if you know anyone at AAMC, tell them raw data would be much appreciated).

    There are seven views here, some of which combine several data sets.  Use the tabs across the top to access the views.

    The first three tabs show similar data, broken out three ways: By undergraduate major, by ethnicity, and by gender for applicants and matriculants. Don’t be afraid to use the filters to get what you want; you won’t break anything, and there is a reset button at the bottom.

    The top chart on these three views shows Total MCAT scores for applicants (blue) and matriculants (purple).  The middle chart shows your choice of GPA, using the filter at the top: Science, Non-Science, and Overall.  And the bottom chart shows sub-scores on the MCAT, again, based on the filter you choose.  Hover over a bar for details. 

    Total MCAT scores range from 472 to 578 with 500 being the mid-score, and each of the four sections–Biological and Biochemical Foundations of Living Systems; Chemical and Physical Foundations of Biological Systems; Psychological, Social, and Biological Foundations of Behavior; and Critical Analysis and Reasoning Skills–is scored from a low of 118 to a high of 132, with a midpoint of 125. Read about them here, whence I shamelessly stole this information.

    The fourth tab shows which undergraduate institutions sent applications to US Medical Schools in what quantity, based on student ethnicity.  Note that the data are not complete, but rather a compilation of five different reports, for colleges sending applications from at least 100 White students, 50 Asian students, 15 African-American students, 10 Hispanic students, or five Native American/Alaska Native students.  A college can be on one list but not another: For instance, the University of Oklahoma is #1 for Native students, but not on the list of institutions sending at least 50 Asian students.

    When you hover over the bars, you can see that institution in larger context, like this:

    The fifth tab gets into the nitty-gritty, and show the distribution of applicants and admits by GPA and MCAT ranges (top two charts), as well as the admission rate (bottom), showing the success of being admitted to at least one medical college.

    The sixth and seventh tabs are simple summaries by first-generation status, and gender over time.

    There is an awful lot of data here, and again, if you have any sway with the AAMC, tell them I’d sign my life away to get raw data in one big file.  As always, let me know what you see here.

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  • Private college discount rates for first-year students, 2021

    Private college discount rates for first-year students, 2021

    Two quick additions/clarifications to this:  The definition of full-pays is those students who receive no institutional funds.  EM people don’t care where the cash comes from, only the discount.  Second, yes, I know some institutions use endowments to pay for institutional aid.  That percentage is likely very small, although concentrated at a few institutions.

    Before we begin, here is what this post does not do:

    • It will generally not tell you where you can get low tuition, with a very few exceptions.  And when it does, it won’t be at one of “those” colleges.
    • It will not tell you which colleges are likely to close soon, although after the fact, you can probably find a closed college and say, “Aha! Right where I expected it would be!”
    • It will not show you net costs to students.
    • It will not adjust for things like church support, enormous endowments, or the cost of living in that high-priced city where Excellence College or Superior University is located.

    Got it?  Good.

    This will show you the discount rate on first-year students at about 1,000 four-year, private, not-for-profit colleges in 2021-22.  Discount as I define it is the total unfunded institutional financial aid divided by the total charged (gross) tuition and fees.  A university that charges (published tuition and fees times the number of students) $10,000,000 and awards $4,000,000 in aid has a discount rate of 40%.  At most colleges, this discount is simply an accounting transaction, much like a coupon to save a dollar on a sandwich at Subway.  That, of course, is a gross over-simplification of the “what” of discounting, and it doesn’t touch the “why” of discounting at all.  But if you want an explanation, I’ll gladly talk to your trustees for a reasonable fee.

    And there is a difference between discount and net revenue, although at any given tuition charge, the two are perfectly related.  Unfortunately, as  you’ll soon, see, colleges all set their own tuition.  To wit:

    • A college charging $50,000 with a 20% discount has net revenue (the cash you can spend) of $40,000 per student.
    • That same college with a 50% discount has just $25,000 per student.
    • A college charging $30,000 with a 10% discount has $27,000 per student.
    • That same college with a 40% discount has $18,000 per student.

    As a college, you don’t care where the cash comes from: Pell grants, state grants, loans, or the student’s family.  This means, hypothetically, a student with low institutional aid might pay less than one with more aid.  Confused?  Good.

    If you use this with your trustees to explain your own college’s market position, consider supporting my costs of time, hosting and software by buying me a coffee.  Just click here to do so.  If you counsel high school students, or your a parent of a prospective college student, must keep reading and don’t feel any obligation at all.

    Here is the data, in three views.  The first two are box and whisker plots, where half of the colleges fall inside the gray box on each column to show you the middle 50%.

    The first view shows net revenue per freshman student, arrayed by the institution’s Carnegie type.  Use the controls to filter region, highlight region, or highlight an individual college.  To do the latter, type any part of the name in the box, hit enter, and select from the options.  Hover over dots for details; each dot is a college.

    The second view is identical, but it shows discount rate, the number people obsess over while missing the more important net revenue figure.

    The third view shows those two values arrayed, with the same highlighters, allowing you to filter on Carnegie type, or even the percentage of the students who are full-pay (that is, they get no institutional aid at all.)

    You’ll soon see that discount and net revenue don’t seem to be big issues at the big name, strongly endowed institutions.  That’s because, at many of these places, undergraduate education is essentially a sideline business, and only a minor source of revenue.  The money they bring in (or don’t) on this presumably core function of the university is managed to best optimize to reputation or selectivity, or other factors (including, sometimes, mission).

    Note that I’ve done my best to remove some outliers with wild data that throw the charts off.  Many of these are colleges I have never heard of, and they’re tiny.  Others are places with strong religious missions (like Yeshivas or Seminaries) that may be externally funded in ways this can’t account for. 

    Enjoy

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  • At Hudson County Community College, Inclusion Drives Recruitment and Retention – CUPA-HR

    At Hudson County Community College, Inclusion Drives Recruitment and Retention – CUPA-HR

    by Julie Burrell | February 27, 2024

    The motto at Hudson County Community College is “Hudson is Home,” a saying created by their students that reflects HCCC’s commitment to community across their three New Jersey campuses. Located in one of the densest and most ethnically diverse counties in the country, HCCC uses inclusive strategies to boost employee recruitment and retention.

    HCCC’s focus on promoting a culture of care and belonging positions them well to contend with voluntary turnover, which remains on the rise nationally as higher ed employees report feeling overworked and undervalued. HCCC’s inclusion and belonging initiatives, including their new peer-to-peer recognition program, address the top three predictors that employees will seek work elsewhere: recognition for contributions, being valued at work, and having a sense of belonging.

    In their recent CUPA-HR webinar, HCCC’s Anna Krupitskiy, vice president for human resources, and Stephanie Sergeant, assistant director of human resources, explained how they use inclusive strategies to engage their approximately 1,000 employees, including:

    Prioritizing a Culture of Care

    Addressing the needs of parents is one way HCCC creates a culture of care through inclusion. In the past, parents who were employees or students were confronted with unclear and inconsistent guidelines. But the institution’s new parent-friendly children on campus policy makes it clear that children are welcome on HCCC’s three campuses. With the new policy, Krupitskiy says, “we wanted to make sure that there’s a strong message that we do allow children on campus.” HR has also collaborated with campus partners on their Take Your Child to Work Day program, where children of employees engage in a range of campus activities, like participating in science projects or watching a nursing demonstration, before ending the day with an ice cream social.

    Using Checkpoints During Recruitment to Ensure Inclusive Hiring

    HCCC has created checkpoints to ensure there are meaningful milestones to reflect on inclusion during the recruitment and selection process. The first checkpoint is the composition of the hiring committee itself. Krupitskiy and Sergeant stress that screening committees should be representative of HCCC, not just in terms of demographics, but also such characteristics as how long a person has been employed at HCCC, what role or level of position they hold, what union affiliation they have, etc. They’ve also invited students to participate in searches when appropriate.

    Job descriptions are another area they’ve scrutinized, asking if certain minimum qualifications inherently limit a pool of applicants. Might a minimum qualification, like years of experience, be listed as a preferred qualification instead?

    Implementing a Peer-to-Peer Recognition Program  

    Recognizing employee contributions is a critical retention tool. Only 59% of higher ed employees say they receive regular verbal recognition for doing good work, according to CUPA-HR data. To address recognition, HCCC holds a years-of-service event, with awards for five to 40-plus years of service for both part-time and full-time employees. Their new Hudson is Home employee recognition program allows colleagues to nominate each other for awards ranging from Collaboration and Team Achievement to a Part-Time Spotlight award. Employees receive an email notification when they’ve been nominated, which has driven up participation overall.

    To learn more about the programs and initiatives at HCCC — including working to close pay equity gaps and establishing professional development funds — view the recording of Retention Strategies for an Inclusive and Engaged Workforce. For data on higher ed retention challenges and recommendations, see The CUPA-HR 2023 Higher Education Employee Retention Survey.



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