Tag: market research

  • Four Benefits of Attending InsightsEDU

    Four Benefits of Attending InsightsEDU

    Every year, EducationDynamics welcomes marketing, enrollment, admissions, and higher education leaders from across the nation for InsightsEDU—a higher education conference dedicated to uncovering emerging trends and innovative solutions that help colleges and universities enhance reputation and grow revenue. In 2025, InsightsEDU will be hosted in New Orleans, Louisiana at the Ritz Carlton from February 12-14, 2025.

    With 40+ subject matter experts, and 38+ sessions, InsightsEDU is designed to equip attendees with the knowledge, tools, and strategies necessary to successfully engage the Modern Learner. Discover key benefits you will experience by attending InsightsEDU 2025.

    Benefits of Attending a Higher Education Conference like InsightsEDU

    1. Gain Timely Insights into the Modern Learner

    There is no doubt that higher education is undergoing a shift. The Modern Learner, who increasingly values flexibility, personalization, and cost-effectiveness, is driving much of this transformation.  This year’s conference theme, “The Era of the Modern Learner,” reflects this pivotal moment in education.  

    InsightsEDU will help higher education marketers adapt strategies to meet the needs of these students, by equipping them with practical insights on how Modern Learners interact with enrollment teams, make decisions, and engage with content. Understanding these dynamics will allow higher ed professionals to tailor marketing and enrollment strategies to better address the demands of today’s students, while demonstrating value and personalization.

    2. Network with Fellow Institutional Leaders, Experts, and Professionals Nationwide

    InsightsEDU is more than a learning opportunity; it is also an unparalleled networking opportunity for the higher education community. With over 100 colleges and universities represented, InsightsEDU brings together a diverse group of higher education professionals, including institutional leaders, marketers, admissions professionals, and experts from across the nation and even abroad.

    Throughout the conference, attendees will experience everything from informative sessions and panels to networking events infused with New Orleans’ flair. These interactions will provide attendees with opportunities to build lasting connections with fellow professionals who share a commitment to advancing higher education initiatives. Additionally, attendees will be able to participate in discussion forums and stay connected to professional connections through the conference app, allowing attendees to stay engaged even after the conference ends.

    3. Access Tailored Strategies for All Student Demographics

    InsightsEDU is dedicated to helping professionals connect with today’s diverse student populations through targeted, practical strategies. For traditional students, attendees will explore ways to create personalized outreach and recruitment campaigns that highlight flexibility and value. Sessions focused on online students will uncover data-driven marketing methods and innovative enrollment strategies that address their desire for convenience and personalization. For graduate students, attendees will explore strategies that leverage career-focused messaging and a clear return on investment for advanced degrees.

    Attendees will leave InsightsEDU equipped with powerful, actionable strategies tailored to the unique needs of various student demographics—empowering them to drive success and lead in a changing higher education landscape.

    4. Experience Expert-Led Sessions Focused on Real-World Solutions

    At InsightsEDU, attendees will engage with a stellar line-up of speakers covering the latest trends and challenges in higher education. Our conference agenda features 38+ sessions from industry experts, each with unique and data-backed perspectives on topics such as personalized digital marketing, enrollment management, and student success. With expert perspectives from organizations like Google, Meta, Reddit, EY Parthenon and more, attendees will learn how to apply the latest trends and technologies to enhance their approach. Additionally, attendees will gain exclusive insights to groundbreaking tools and data, including the latest Online College Students Report, giving them a first look at critical insights into today’s students.

    Unlock the Future of Higher Education at InsightsEDU 2025

    InsightsEDU 2025 is the must-attend conference for higher education professionals who are committed to staying ahead of the curve and driving impact within education. Don’t miss the opportunity to be a part of this innovative event, designed to provide you with strategies and insights for success in higher education.   

    We look forward to seeing you at InsightsEDU from February 12-14! Register today and secure your spot.

    Source link

  • Building a Better Transfer Experience for Modern Learners 

    Building a Better Transfer Experience for Modern Learners 

    In 2022, 36.8 million students under the age of 65 fell into the category of Some College, No Credential (SCNC)–a population that grew by nearly 3% year-over-year by 2024. These learners, who started but did not complete a credential, represent a growing population with significant potential for re-enrollment. Understanding their needs is essential to support their return to higher education.  

    For SCNC students, one key factor can significantly influence their decision to re-enroll—transfer credit policies. The Education Reengagement Report, conducted in collaboration with DegreeSight, provides a comprehensive overview of this subset of modern learners, uncovering key strategies to re-engage these students by addressing their unique needs, particularly surrounding maximization of previously earned credits and awareness of credit transfer policies. Explore the report’s findings to gain deeper insights into how institutions can effectively engage and support SCNC students on their path to completion.  

    Who are Some College, No Credential (SCNC) Modern Learners? 

     SCNC students represent a noteworthy portion of the Modern Learner population, and their unique profile merits deep consideration when developing approaches to re-engagement. For more insights into the challenges faced by stopped-out students and strategies to support their return, read our previous article on addressing their barriers. In the context of the Education Reengagment Report, SCNC students are defined as those seeking reenrollment or who have already reenrolled elsewhere.  Their experiences and motivations reflect diverse life experiences, making them a unique yet significant audience for higher education institutions.  

    SCNC students comprise of diverse demographic and professional profiles. Most are aged between 25-29 (66%), and a significant portion (33%) identify as first-generation college students. Their employment status also varies, with 59% working full-time, 20% employed part-time, and 16% not currently employed. Many SCNC students were previously enrolled in associate degree programs (43%), while others sought bachelor’s degrees (57%), reflecting a broad range of academic aspirations.  

    SCNC students pursue a wide range of academic interests, with certain fields emerging as particularly popular. The areas of study with the highest levels of enrollment for SCNC students include Business (24%), IT, Computers, and Technology (20%), and Health-related fields (13%). Additionally, learning format preferences reveal a demand for flexibility, with 47% favoring on-campus programs, 29% opting for hybrid options, and 20% preferring fully online programs. These findings emphasize the need for flexible program offerings to meet SCNC students’ varying needs and schedules. 

    Career advancement is a primary motivation for SCNC students when initially enrolling. Sixty percent enrolled in an undergraduate program to improve their earning potential or launch a new career, while 40% sought careers better aligned with their interests. Additionally, 30% pursued a degree as a next step following high school or technical school.  

    However, financial challenges, competing responsibilities, and various program limitations are common reasons for stopping out. Survey results show that the main barrier to continuing education for SCNC students is cost, with 32% citing it as their primary reason for stopping out. Other reasons include Covid-19 related reasoning (20%), lack of flexibility in the program (19%), and inability to use federal financial aid (15%).  Understanding these critical factors is essential for institutions looking to reengage this population. By addressing the root causes of their stop-outs, institutions can better connect with SCNC students and deliver personalized solutions to them. 

    The report surveyed both SCNC and transfer students. While these groups differ in some ways, they share similarities in their focus on career outcomes and expectations for the enrollment process.  

    The key difference to keep in mind include: 

    • Age: SCNC students tend to be older, with a median age of 37 compared to 31 for Transfer students  
    • Motivation: Transfer students top motivation stems from their career aspirations, while SCNC students place greater emphasis on program affordability 
    • Level of study: Transfer students are more likely to pursue bachelor’s degrees, while SCNC students often have a mix of associate and bachelor’s degree goals 

    Despite these differences, both groups share a unifying goal to leverage their existing credits to further their higher education career and achieve their personal and professional goals, making them a significant opportunity for higher education institutions.  

    Why are Transfer Credit Policies So Important for SCNC Modern Learners?

    Many SCNC students have already earned a decent number of college credits, with 32% having completed 16 to 30 credits, indicating that they have completed at least one semester of coursework. This progress underscores the importance of transfer credit policies easing their return to higher education. With the many notable reasons for stopping out, the barrier to re-entry only rises without clear credit transfer or support systems in place. For these students, the financial burden of repeating coursework and the desire for swift completion of their degrees are top priorities.  

    Survey data highlights the overwhelming importance students place on credit transfer policies. Ninety-three percent of SCNC students say that the number of transferrable credits impacts their enrollment decision, with 55% indicating it as a primary factor. Additionally, 36% of students rank credit acceptance as a key consideration in their reenrollment decision, second only to tuition cost (44%) and closely followed by the availability of online programs (35%).  

    Clear and favorable transfer credit policies not only can alleviate the financial pressures of reenrollment but can also expedite the path to graduation. However, navigating these policies is not a simple process for many students. Thirty-five percent of students report that understanding transfer credit policies is the most difficult part of the enrollment process, followed by getting previous credits transferred (34%) and completing financial aid forms (34%). Institutions should view this as a call to action to refine their policies and streamline processes, addressing these critical pain points to better meet student needs and enhance both enrollment and retention outcomes. 

    How Can Institutions Better Support SCNC Modern Learners with Transfer Credits?

    Supporting SCNC students requires institutions to prioritize transparency, personalized support, and flexibility—particularly where transfer credits are concerned.  Many SCNC students face unnecessarily complicated processes during their reenrollment processes, making it imperative for institutions to make their policies accessible.  

    To better meet this demographics’ varied needs, institutions can implement the following strategies to support SCNC students: 

    • Promote Transparent Transfer Policies

    Institutions should make transfer credit policies easy to understand and accessible across websites, marketing materials, and additional platforms. Clearly communicating how previous credits apply to degree requirements empowers students to make informed decisions.  Online tools like credit transfer calculators, chatbots for common inquiries, and infographics can further empower students to understand their credit situation and feel confident making enrollment decisions.  

    • Highlight Cost Savings and Financial Support: 

    To address cost barriers, institutions should clearly communicate how credit transfers reduce tuition expenses and emphasize available financial aid options. Offering flexible payment plans helps students manage their finances more readily, allowing them to focus on their education without financial stress. 

    • Provide Comprehensive Support Services: 

    Having a dedicated credit transfer advisor can make a pivotal difference in the SCNC enrollment experience. These advisors can help guide students in navigating complex processes, equipping them with vital information on financial aid options, available transferrable credits, and program pathways.  Support can be offered through online channels, advising, and assistance with application and registration processes. Partnering with EducationDynamics’ Enrollment Management Team can help institutions scale this support effectively. 

    • Expand Flexible Learning Options: 

    Expanding online and hybrid program offerings is crucial to supporting the growing SCNC population. These flexible formats can better serve SCNC lifestyles, as these students often juggle work and family responsibilities in addition to their course load. Flexible online and hybrid-based programs are imperative to be promoted to this population, as many have changed their learning modality from classroom-based to online or hybrid. By assessing current offerings and identifying areas of expansion, institutions can better support the needs of Modern Learners.  

    Unlock Opportunities for SCNC Student Success

    SCNC students have spoken—there is a clear need for institutions to adapt their policies and support services to meet their unique needs. By prioritizing clear transfer credit policies, personalized support, and flexible learning options, universities can attract this demographic while helping them achieve their academic goals. As institutions continue to navigate evolving enrollment challenges, adapting to the needs of SCNC students will be instrumental in building success and shaping the future of higher education.  

    Ready to reengage SCNC students? Explore how EDDY’s market research services help your institution effectively reach SCNC students and create successful pathways from re-enrollment to graduation.  

    Source link

  • Key Findings from the 2025 Landscape of Higher Education Report  

    Key Findings from the 2025 Landscape of Higher Education Report  

    As higher education navigates demographic shifts, new technologies, and economic challenges, institutions face a complex landscape when optimizing enrollment and meeting the evolving needs of students. The 2025 Landscape of Higher Education Report provides actionable insights that empower educational leaders to improve learning pathways and better serve the Modern Learner.

    Challenges such as the rising education costs have led to increased scrutiny of a college degree’s value, with only 47% of Americans considering it worthwhile without loans. When loans are involved, this number drops to 22%, underscoring the imperative for institutions to adapt to more cost-effective pathways.

    The 2025 Report offers a future-oriented outlook, equipping institutions with data to address gaps and better understand the evolving profile of the Modern Learner. Themes include shifting student preferences, an increased emphasis on career-aligned programs, and the need for more flexible learning pathways. In this article, explore six key findings that are molding students’ educational journeys and how these trends can enable education leaders to adapt.

    Finding #1: Flexible Pathways Drive Enrollment Growth 

    Spring 2024 saw a 2.5% increase in undergraduate enrollment, particularly within community colleges, public institutions, and associate degree-granting baccalaureate institutions (PABs). Graduate programs also saw enrollment increases, with a 3% rise. The highest areas of growth occurred among private, for-profit four-year institutions. These trends indicate a growing demand for flexible learning pathways that accommodate different student preferences and career aspirations.

    The age profile of part-time students has shifted as well, with the median age of part-time undergraduate students decreasing by nearly 2% across all sectors since Spring 2020. The shift was most pronounced at public two-year institutions, which saw a 4.2% decrease, and private accredited bachelor’s programs, which experienced a 2.8% decrease. As the age of part-time students continues to trend younger, it reaffirms that age is no longer a reliable predictor of learning modality. Furthermore, these shifting demographics emphasize the importance of embracing a Unified Enrollment Strategy that engages with Modern Learners based on their preferences and behaviors to meet them where they are with the right message, in the right place at the right time.

    Finding #2: Modern Learners are Prioritizing Practical Skills and Career Outcomes

    The emphasis on practical skills and career-readiness is reshaping Modern Learners’ educational preferences. With nearly half of Americans questioning the value of a traditional college degree, the demand for flexible, affordable, and industry-aligned options is growing rapidly. Apprenticeships have emerged as an appealing pathway for Modern Learners, offering paid opportunities for hands-on learning and gaining practical skills without the burden of taking on additional debt. 

    Over the past decade, the number of apprenticeships in the U.S. has more than doubled, from approximately 317,000 to 640,000. Sectors such as Construction and Public Administration have led this growth with 34.5% and 22.4% increases, respectively. High-growth fields like Healthcare, Finance, and Technical Services present additional opportunities for expanding apprenticeship programs, aligning well with workforce demands and students’ increasing preference for practical, job-ready experience.  

    Despite apprenticeships’ increasing appeal, accessibility poses a challenge. While 75% find apprenticeships appealing, only 29% find them accessible. Geographic location, program availability, and a lack of awareness remain barriers that can prevent students from participating. Institutions can remove these barriers through strategic partnerships with industry leaders to expand opportunities, integrate practical skill-building in program curriculums, and market available programs to raise awareness. These efforts not only meet the demands of Modern Learners by providing them with relevant skills, but also enable employers to recruit qualified candidates, making apprenticeships valuable for both higher education and the economy.

    Finding #3: Student Demand for Alternative Credentials Continues to Rise 

    Much like apprenticeships, the rising demand for alternative credentials like certificates further underscores the shifting preference towards more flexible and affordable learning pathways. As students continue to seek programs that offer practical skills and immediate benefits for their careers, certificates have increasingly become an attractive alternative to traditional degree paths. With the cost of higher education on the rise, Modern Learners are turning to certificate programs as a focused and affordable way to gain relevant skills for their desired career industries.

    Spring 2024 saw significant growth in certificate enrollments, with graduate programs seeing a nearly 10% increase and undergraduate certificates growing by nearly 4%. This growth reinforces that Modern Learners are increasingly prioritizing education opportunities that yield a high return-on-investment. Institutions can capitalize on this interest by expanding certificate offerings and making them more accessible to students through diverse modalities, competitive pricing, and aligning programs with job demands.  

    Finding #4: Dual Enrollment Programs Gain Momentum Among High School Students

    Dual Enrollment programs are becoming increasingly popular pathways, as more young learners seek flexible avenues for higher education. The popularity of these programs aligns with the growing trend of younger students engaging in part-time studies, demonstrating a trend towards more adaptable educational modalities. Dual enrollment has increased over 10% over the last year alone, adding approximately 100,000 students and accounting for nearly 28.1% of undergraduate enrollment increases. This growth presents a crucial opportunity for institutions to leverage this interest as they develop enrollment strategies going into 2025.

    Finding #5: The Some College, No Credential (SCNC) Population Presents a Growing Opportunity for Re-Engagement

    The Some College, No Credential (SCNC) population, now at 36.8 million and growing by 2.9% from the previous year, represents a significant opportunity for enrollment growth. With re-enrollment rising by 9.1% in the 2022-2023 academic year, institutions have a chance to attract students who left before completing their degrees.

    Understanding the educational preferences of SCNC students is key to tailoring outreach and support services. Popular fields of study for this group include Business and Liberal Arts at the bachelor’s level, Liberal Arts and General Studies for associate degrees, and Health professions and Business for undergraduate certificates. These areas indicate a clear demand for programs that offer clear pathways to employment. To effectively engage this population, institutions should focus on building accessible options that allow students to build upon previously earned credits, prioritize transfer credits, and offer support that enables students to advance in their chosen career fields.

    Finding #6: International Student Enrollment Boosts Institutions’ Global Appeal

    The growing population of international students enrolled at U.S. schools presents a valuable opportunity to enhance universities’ presence and grow enrollments.  These students comprise of a significant share of enrollments, particularly in Massachusetts, Hawaii, New York, and California, where they account for 4.5% to 7.8% of the student population. Most undergraduate international students are enrolled within the public sector, underscoring its position to support higher education on a domestic and international scale.

    To maximize the benefits of international student enrollment, institutions should focus on strategies that attract and retain international students while providing support services tailored to their unique needs. By integrating a comprehensive enrollment and student support system with resources like language assistance, housing support, and financial aid, institutions can boost their global appeal, create more culturally diverse campuses, and enhance their enrollment by positioning themselves as a top choice for students worldwide.

    Looking Toward 2025

    The findings from the 2025 Landscape of Higher Education Report demonstrate both the challenges and opportunities shaping the future of higher education.

    As institutions look ahead, the ability to attract and retain students across a range of educational paths requires a holistic approach to enrollment and student support services. By focusing on creating accessible, cost-effective, and relevant learning opportunities, institutions can position themselves for success in 2025 and beyond, while meeting the diverse needs of Modern Learners and driving sustainable enrollment growth.

    For more insights and actionable strategies, download the full 2025 Landscape of Higher Education Report and see how your institution can stay ahead of the curve.

    Source link

  • 10 Strategies to Attract and Enroll the Modern Learner

    10 Strategies to Attract and Enroll the Modern Learner

    As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.  

    With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future. 

    Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth. 

    1. Build a Cohesive Brand

    In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

    Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

    Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

    At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

    2. Adopt a Full-Funnel Marketing Approach 

    As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.  

    A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision.  As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.  

    With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.  

    3. Utilize Market Research to Identify High-Growth Programs 

    To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations. 

    Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

    4. Nurture Leads and Personalize the Journey  

    Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.  

    Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported. 

    Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.  

    At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology.  By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

    5. Provide 24/7 Support with AI Chatbots 

    As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.  

    6. Showcase Your Innovative Spirit 

    Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.  

    At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space.  Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.  

    7. Create a Seamless Student Journey 

    The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points. 

    EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.   

    8. Invest in Financial Aid Support 

    Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.  

     EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates. 

    9. Streamline Your CRM and Marketing Data Integration  

    A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.  

    EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.   

    10. Optimize Your Enrollment Team  

    As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.   

    At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.  

    Empowering Your Institution to Engage Modern Learners

    Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition.  As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education. 

    Source link

  • NCES Data Show Modern Learners Want Career Focused Degrees

    NCES Data Show Modern Learners Want Career Focused Degrees

    Brief

    The 2023 NCES completion data points to some interesting – and impactful – student trends that continue to paint a picture of a fundamentally changing set of priorities for the Modern Learner. Specifically, more students are moving towards degrees that have firm career outcomes, either in furthering their current career or starting a new endeavor.

    Institutions need to pay attention to these trends in order to prepare themselves for a radically different higher education market in the next 5-7 years. This includes prioritizing programs that align with the market’s appetite, as well as re-investing in the value proposition of programs that are currently declining in popularity.

    Other Highlights

    • Associate degree completions saw marked decline, which is notable considering the growth of Undergraduate Certificate completions. Students seem to be preferring certificates that can lead to employment opportunities.
    • STEM programs continue to either grow or remain stable, depending on the level of the degree. This was most notable at the Graduate level. As more jobs continue to require advanced degrees, this trend is set to only grow in importance.
    • Liberal Arts programs across all levels experienced significant YoY reductions in completions. Schools that are defined by their Liberal Arts programs will need to assess ways in which they continue to project relevance as the market shifts.
    • Undergraduate Health Profession programs also saw a decline, which goes against the commonly held belief that the labor market and these programs are continuing to grow. This is something that should definitely be monitored and evaluated, to ensure that institutions do not over-invest in a sector that may be slowing.

    2023 NCES Completions Data and the Changing Priorities of the Modern Learner

    The 2023 National Center for Education Statistics (NCES) completions data offers a rich and complex tapestry of insights into the trajectory that the Modern Learner is taking their education. As enrollment managers and marketers, it is our imperative to move beyond surface-level observations and delve into the intricate patterns and implications woven within these numbers. This data serves not merely as a historical record but as a powerful compass, guiding us towards a deeper understanding of the Modern Learner’s market demands, and the strategic decisions that will chart the course for institutions in the years to come.

    This year’s data unveils a series of significant shifts in student choices, reflecting both the evolving needs of the labor market and the lingering reverberations of the COVID-19 pandemic. We observe a notable decline in associate degree completions, particularly in general studies and humanities, while undergraduate certificates continue their upward trajectory. At the bachelor’s level, STEM fields remain stable, while other areas, especially those associated with traditional liberal arts programs, face headwinds. Graduate programs, particularly in STEM disciplines, are experiencing a surge in completions, and both undergraduate and graduate certificates continue to gain popularity.

    In this analysis, we will dive deep into the data, exploring the specific programs experiencing growth or decline, examining the multifaceted factors driving these trends, and discussing the profound implications for higher ed. We will delve into the remarkable growth in graduate programs and certificates, highlighting the increasing demand for advanced credentials in the labor market. We will also confront the undergraduate decline, exploring the potential impact of the COVID-19 pandemic and the looming 2025 enrollment cliff, with a particular focus on the challenges facing private non-profit liberal arts schools. By understanding these multifaceted trends and their interconnectedness, we can proactively adapt our strategies, ensuring that our institutions not only remain relevant and competitive but also thrive amidst a landscape in flux.

    Associate Degree: Trade Focused

    The 5% decline in associate degree completions is notable both in what programs dropped and which programs are continuing to see growth. The most significant drop emanates from Liberal Arts and Sciences, General Studies, and Humanities, programs that have historically served as a bridge to further education or a broad foundation for diverse career paths. 61% of the YoY decline were in this category. The decline in these areas, coupled with the simultaneous rise in undergraduate certificates, suggests a growing preference among students for more focused, career-oriented pathways that offer a faster and more tangible return on investment.

    This shift in student preferences is not surprising in the context of a rapidly changing labor market that increasingly values specialized skills and knowledge. Students are seeking educational pathways that provide them with a clear and direct route to employment and career advancement. In this environment, the perceived value of broad-based, general education programs may be diminishing.

    However, amidst this overall decline, we observe encouraging signs of growth in fields directly aligned with high-demand skills. Programs such as Construction Trades, Mechanic and Repair Technologies/Technicians, and Computer and Information Sciences and Support Services have all witnessed increases in completions. This trend underscores the enduring value of associate degrees that equip students with tangible, marketable skills, enabling them to seamlessly transition into the workforce and meet the demands of employers seeking skilled talent.

    Bachelor’s Degree: Value Proposition Challenges

    At the bachelor’s level, we encounter a mixed bag of stability and change. While STEM fields remain a stronghold, with only a negligible 0.07% dip, other areas, particularly those associated with traditional liberal arts programs, are facing challenges. The most pronounced decline occurs in Health Professions, a field traditionally associated with strong job prospects and stable growth. This decline, juxtaposed with the increase in master’s level completions in Health Professions, suggests a potential shift towards requiring advanced degrees for certain healthcare roles. This mirrors a broader trend of “graduate degree bloat” in the labor market, where employers increasingly demand advanced credentials for positions that previously required only a bachelor’s degree.

    The COVID-19 pandemic has undoubtedly exacerbated the challenges facing undergraduate programs. The disruption to traditional learning models, coupled with economic uncertainty and concerns about the value of a college degree, has led many students to reconsider their educational plans. The looming 2025 enrollment cliff, which predicts a significant drop in the number of high school graduates, further compounds these challenges, creating a perfect storm for undergraduate enrollment.

    Private non-profit liberal arts schools are particularly vulnerable in this environment. The growth areas in the undergraduate space are mainly concentrated in STEM programs, leaving liberal arts institutions grappling with declining enrollments and a need to reimagine their value proposition. Adapting to this changing landscape will require innovative approaches to curriculum design, student support, and career services. Tuition driven, liberal arts institutions must demonstrate the relevance and value of their programs in today’s world, not only highlighting the critical thinking, communication, and problem-solving skills that their graduates possess (which has always been their particular promise), but also their undergraduate’s career opportunities.

    Graduate Studies: Career Growth and Specialization

    Graduate programs, especially those in STEM disciplines, are experiencing a period of remarkable growth. The 51% and 25% surges in Computer and Information Science and Support Services and Engineering master’s completions, respectively, echo the trends at the bachelor’s level and underscore the premium placed on advanced technical expertise. The overall 30% rise in STEM master’s completions further solidifies this trend, reflecting the insatiable demand for skilled professionals in these fields.

    This surge in graduate completions aligns with the broader trend of graduate degree bloat (others might more favorably describe it as “expansion”) in the labor market. As certain industries and professions increasingly require advanced degrees for career advancement, we can anticipate continued growth in graduate programs, particularly in fields that offer a clear pathway to high-demand, well-paying jobs. This presents a significant opportunity for institutions to expand their graduate offerings and cater to the growing population of working professionals seeking to upskill and advance their careers.

    Graduate certificates are also experiencing growth, with a 2% increase in completions. The growth in fields like Computer and Information Technology, Psychology, and Engineering/Engineering-related Technologies/Technicians demonstrates the appeal of these focused credentials for professionals seeking to enhance their skill sets or transition into new careers. The flexibility and shorter duration of graduate certificates make them an attractive option for busy professionals who may not have the time or resources to pursue a full master’s degree – especially if the certificates are tied to a degree later.

    The flourishing graduate landscape presents a wealth of opportunities for institutions. Expanding graduate program offerings, enhancing online and hybrid learning options, and strategically marketing to working professionals are all essential strategies for capitalizing on this growth. The increasing popularity of graduate certificates also underscores the need for institutions to develop a diverse portfolio of graduate programs that cater to the varied needs and preferences of learners.

    Navigating the Data’s Implications for Engaging with the Modern Learner

    The 2023 NCES completions data provides a roadmap for navigating the complexities of the higher education landscape. The trends we’ve observed highlight the growing preference for career-focused programs, specialized credentials, and flexible learning options. They also underscore the challenges facing undergraduate programs, particularly in the liberal arts, in the wake of the COVID-19 pandemic and the approaching enrollment cliff.

    To thrive in this environment, institutions must be proactive, agile, and data-driven. The Modern Learner is looking for clear career outcomes – not just in program availability but in the flexibility that comes with balancing work with furthering education. They want to know exactly what they can expect from their investment of time and money to the program. Schools must also reimagine their programs, enhance student support services, and strategically market offerings to meet the evolving needs of learners and the demands of the labor market. They need to embrace innovation and explore new models of education that provide students with the skills and knowledge they need to succeed in the 21st century.

    For associate degree programs, this may involve a greater emphasis on career-focused pathways, stackable credentials, and partnerships with employers. Bachelor’s degree programs, especially in the liberal arts, may need to re-articulate their value proposition, highlighting the transferable skills and lifelong learning benefits that their graduates acquire. Graduate programs should continue to expand and innovate, offering a mix of traditional degrees and flexible certificates to meet the diverse needs of working professionals.

    Above all else, if this data is speaking to troubling realities on campus, the most important takeaway should be: trying the same strategies that are producing tepid results in regards to enrollment growth will not be the solution going forward. If you are seeing challenging enrollment numbers for any level of program, think about how your institution can more readily adapt to these changing trends, whether that be introducing multiple starts per term, reworking tuition costs, or making better strategic use of marketing and enrollment processes for priority programs.

    Is Your Institution Ready for the Modern Learner?

    We help schools all the time who have been trying to fit a square peg into a round hole, and often the solution is for an outside perspective to create a vision for the future. The time to act is right now, there is a quickly closing time frame for ensuring a flourishing future for your institution. In fact for many schools, it is already too late. The Modern Learner is moving at a swift pace, and if universities do not keep up, they will quickly be left behind.

    Source link