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Marketing to Adult Students A Profile of Demand Among Classroom and Online Students OCHEA 2010 Annual Conference Carol Aslanian Senior Vice President, Market Research and Advisory Services. Overview. Higher Education Enrollment Adults as Students – 2009 Snapshot - PowerPoint PPT PresentationTRANSCRIPT
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October 17, 2007
Marketing to Adult StudentsA Profile of Demand Among Classroom and Online Students
OCHEA 2010 Annual Conference
Carol AslanianSenior Vice President, Market Research and Advisory Services
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Overview
• Higher Education Enrollment
• Adults as Students – 2009 Snapshot
• Issues and Opportunities in Serving Adult Students
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Higher Education Enrollment (Undergraduate and Graduate)
Fall Unduplicated Headcount (NCES)
2000
15.3 m
2002
16.6 m
2004
17.3 m
For-Profit Sector Share: 9%
2006
17.7 m
2008
18.3 m
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…and more to come
2010
18.8 m
2012
19.4 m
2016
20.4 m 2014
20.0 m
Fall Enrollment Projections (NCES)
For-Profit Sector Share???
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For-Profit Postsecondary Sector (degree-granting and nondegree-granting institutions)
2007 1.5 m. students (8% share)
Within 5 years 10% +
Growing at faster rate than other sectors
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Undergraduate Enrollment
in millions (NCES – Fall Enrollment)
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Graduate Enrollment
in millions (NCES – Fall Enrollment))
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Growth by Age Group
2008 2015
24 yrs and under: 11%
25 yrs and over: 18%
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H.S. Graduates Versus Undergrad College Enrollments
in millions millions (NCES)(NCES)
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Adult College Students (undergrad/grad: 25+ years of age)
in millions (NCES)
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Future High School Graduates
‣In 2020+ minority students will out number white students on college campuses
‣One-third of high school graduates will be of Hispanic backgrounds
‣Will seek convenience and flexibility like adults
‣Most will have enrolled in online courses in high school
‣
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Something to Consider:
‣27% of all undergraduates today are “traditional” students (18-24, living on campus, attending full-time, etc)
‣73% of all Undergraduates today are “nontraditional” (working, parents, financially independent, often first-generation, etc)
‣
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FUTURE GROWTH?
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Higher Education Enrollment
Adult Learners: The Big Picture
‣ Reaching 50% of higher education credit enrollments
‣ Tripling in the past three decades
‣ Continuous growth at a faster rate predicted
‣ Millions more in noncredit & continuing professional development
‣ Millions more in workforce development – “their place not your’s”. (Employers spend $130 b. annually)
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Adult College Students
UNDERGRADUATE
Adult 40%
GRADUATE
Adult80%
Adult = 25 yrs+
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Personal Characteristics‣ Majority are female
‣ Getting older – late 30’s-early 40’s
‣ Majority are non-minority
‣ More returning to undergrad and grad school with advanced credentials
‣ Majority are employed and juggle home, work and study
‣ Most often finance their own study
Adults as Students: 2009
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Motivation for Study
To advance in current career 33%
To change careers 28
To enter first career 28
To keep up to date in current career 9
Other 3
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• Seek degrees, but also certificates, licenses and courses
• Study in career fields• Most often: Business, Education, Health Professions
• Prefer shorter/fast-track courses: 8-weeks or less
• 1/3 study full-time (degree seekers)
• Day AND evening study
• Prefer multiple learning options – class/hybrid/online
General Learning Patterns
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Education level
at time of enrollment?
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Education-Level
H.S.14%
1-2 Yrs College
23%
Assoc. Degree
16%
3-4 Yrs College
20%
Bachelor's Degree
20%
Some Grad2%
Master'sDegree
5%
PhD1%
Undergraduate
High School Diploma
1-2 Yrs of College, No Associate's
Associate's Degree
3-4 Yrs of College, No Bachelor's
Bachelor's Degree
Some Graduate-Incomplete
Master's Degree
Post-Master's, No Doctorate
Doctorate
Aslanian Group, 2008
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Education-Level
Bachelor's36%
Some Grad26%
Master's25%
Post Master's10%
Doctorate3%
GraduateBachelor's Degree
Some Graduate-Incomplete
Master's Degree
Post-Master's, No Doctorate
Doctorate
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What credentials
do they seek?
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Credential - Undergraduate
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Credential - Graduate
Degree66%
Individual Courses
15%
License12%
Cert.7%
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Do they study
full-time or part-time?
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Full-Time/Part-time - Actual
Part-time58%
Full-time42%
Undergraduate
Part-time66%
Full-time34%
Graduate
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Do they prefer day, evening, or weekend
study?
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Time of Day For Study - Preferred
Before 9 A.M.10%
9 A.M. -Noon31%
Noon -5 P.M.13%
5 P.M. or After
43%
Wk.end3%
Undergraduate Graduate
Weekend10%
Before 9 A.M.
7%
9 A.M. - Noon19%
Noon - 5 P.M.12%
5 P.M. or After52%
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Are they attracted to hybrid and online study?
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Actual/Preferred Format of Study Undergraduate
Undergraduate
Class/Online17%
All Online
8%
All Class75%
All Class46%
Hybrid34%
All Online
20%
Undergraduate
Actual Preferred
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Actual/Preferred Format of Study Graduate
Graduate
All Class44%
All Online18%
Hybrid38%
Graduate
All Class77%
Class/Online13%
All Online10%
Actual Preferred
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• 2008 1.9 m. students took all courses online
(10.5 % share of all enrollment)
• 2014 Expect 19% share of enrollment
• 2008 4 m. students took one or more courses online
(Online enrollment in high school is growing faster than at college level)
Online Higher Education
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Do they prefer accelerated courses?
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Preferred Course Length (Weeks)
1-5Weeks
11%
6-10 Weeks
45%
11 or More44%
Undergraduate
1-5 Weeks
22%
6-10 Weeks
43%
11 or More35%
Graduate
Median: 10 Weeks Median: 9 Weeks
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What subjects do they most often study?
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Subject Field of Study (in order of market demand)
Undergrad DegreesBusinessHealth ProfessionsSocial SciencesComputer/Info ScienceEducationEngineering
Graduate DegreesEducationBusinessHealth ProfessionsPublic Affairs/Social WorkSocial SciencesEngineering
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How do they
become aware of
your college during their search?
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Methods of Raising Awareness of Colleges Website of College
Internet Search EnginesCollege Search Sites
Mail to HomeTelevision Ads
Radio AdsNewspaper Ads
(On a scale of 5) Billboards
4.03.73.43.22.92.82.72.3
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Primary Sources of Information About the College AttendedCurrent or Former Students
The College’s WebsiteFriend, Family, Co-workers
Radio AdsNewspaper AdsTelevision Ads
Direct MailOther
29%231910 5 5 4 5
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Internet As Initial Resource in College Search
Undergrad Adult Students
65%
Graduate Students
60%
What do others use?
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How do Adults Find Your Website?
GoogleOther Search EnginesCollege Search Sites
Banner Ads for College (Online)Print Ads in Newspapers
Word of MouthDirect Access to Your Website
60%1510 7 5 3 2
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College Characteristics That Led Respondents to Apply
Reputation/quality of desired programGeneral reputation of college
Schedule of coursesLocation
Length of time to complete programCost
Ease and efficiency of enrollingAcceptance of prior credit
Career placement opportunities
4.34.14.13.93.83.73.63.23.2Scale of 5
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• Increasing competition/steady expansion of for-profit
sector
• Increasing acquisition costs/limited marketing budgets
• Retention/stop-outs
• Electronic marketing and recruitment
• Adult college students are “consumers”
Issues
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• Mixed Formats: classroom/hybrid/online
• Customer Service/ 24-7 Operations
• Seeing the “light at the end of the tunnel” – time to completion
• Providers looking more and more alike (positioning and
differentiation are key)
Issues
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• Keeping up with market demand - continuous market research
• Tracking and follow-up of inquiries and applicants
• Local/ground presence for online
• “One college” strategy
Issues
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• Men are under-represented as adult college students
• Aging society: “Age 60 is the new age 40 and it has become prime time”
• Workforce needs for more college graduates
Issues
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Opportunities
• Younger students acting as adults: Age no longer predicts how we learn
• Graduate market growth
• Partnerships/consortia with other institutions
• Non-degree credentials
• Hybrid/blended learning
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Opportunities
• 85% of Americans earn a high school diploma – only 30% earn a college degree
• Adults with some college but no degree
• Growth of non-credit career/professional development market
• Demand for college study growing abroad – fastest in Africa and Asia
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Opportunities
• Changing nature of the economy/jobs
• U.S. recession driving greater demand for higher education
• Competitive knowledge-based global economy requires workforce to participate in and complete college programs
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“Must Read” Resource
College Students 2020
Chronicle Research Services, 2009
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Carol AslanianSenior Vice President, Market Research Services EducationDynamicstel: [email protected]
adultstudents.educationdynamics.com