2011 inside higher ed survey of college and university admissions directors
DESCRIPTION
Key points and insights of Inside Higher Ed's annual survey of admissions directors.TRANSCRIPT
2011 Inside Higher Ed Survey of College & University Admissions Directors Presented by: Darren Wacker-Solution Sales Consultant &
Erika Cedergren-Account Manager, Marketing SolutionsA Hobsons sponsored research initiative.
Report Overview
Third in a series of sponsored surveys conducted by InsideHigherEd
Survey provided to only senior level admissions officers
Completed in August/September 2011
Participants are completely anonymous,
Only one response per institution
Combination of 4-year and 2-year institutions
Research Methodology
1,840 individuals were invited to participate
462 senior admissions & enrollment officers responded
Average age: 48
Average Time at Job: 7 years
Average Career: 18 years
Areas of Focus
Challenges Over the Next Two-Three Years
Recruitment Strategies and Focus
Resources and Engagement
Challenges in Enrollment
Management
What Are the Two Most Important Issues You Face?
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition
and affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition
and affordability60%
Rising concerns from families about tuition
and affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition
and affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality
and availability of academic programs
51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality
and availability of academic programs
28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality
and availability of academic programs
51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs
(Pell Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality
and availability of academic programs
28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs
(Pell Grants, etc.)34.7%
Potential cuts in federal student aid programs
(Pell Grants, etc.)28%
Potential cuts in federal student aid programs
(Pell Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
Issues/Challenges in the Next 2-3 Years
Issues/Challenges in the Next 2-3 Years
Issues/Challenges in the Next 2-3 YearsAll 4-Year
InstitutionsCommunity
CollegesPublic
BaccalaureatePrivate
Baccalaureate
Rising concerns from families about tuition and
affordability75%
Reduced state funding that affects the quality and availability of academic
programs51.7%
Rising concerns from families about tuition and
affordability60%
Rising concerns from families about tuition and
affordability79.8%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.3%
Rising concerns from families about tuition and
affordability49.2%
Reduced state funding that affects the quality and availability of academic
programs28%
Increase competition from institutions in other sectors
(public vs. private, etc.)25.4%
Increased competition from other institutions similar to
mine22.1%
Potential cuts in federal student aid programs (Pell
Grants, etc.)34.7%
Potential cuts in federal student aid programs (Pell
Grants, etc.)28%
Potential cuts in federal student aid programs (Pell
Grants, etc.)23.7%
Increased competition from institutions in other sectors
(public vs. private, etc.)20.9%
Increased competition from institutions in other sectors
(public vs. private, etc.)16.9%
Increased competition from other institutions similar to
mine24%
Student/family concerns about student debt
22.8%
Student/family concerns about student debt
17.7%
Debates over whether higher ed. prepares
graduates who can get jobs16.1%
Increased competition from institutions in other sectors
(public vs. private, etc.)16%
Increased competition from other institutions similar to
mine22.1%
Recruitment Strategies and
Focus
Where is the focus?Have you increased your focus on any of the following student types?
Points for Consideration
Changing Mission or Economic Reality?
Changing focus regarding international recruiting and tuition
Where is the focus?Have you increased your focus on any of the following student types?
2011
2010
Where is the focus?Have you increased your focus on any of the following student types?
Different Students, Different Admissions Criteria?
Do Students in Selected Groups, on Average have Lower Grades and Scores than other applicants?
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 28% 18.2% 28.9%
Children of Alumni 11.5% 4.3% 18.4%
Minority Students 39.3% 22.7% 46.5%
Men (for gender balance)
11.1% 18.2% 14%
Woman (for gender balance)
2.7% 4.5% .9%
Full-Pay Student 10% 0% 19.3%
International Students 15.4% 4.5% 12.4%
Percentage Reporting “Yes”
Do you agree with the practice by YOUR institution of Admitting Students in Selected Groups Who May have Lower Grades and Scores than regular applicants?
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 91.8% 66.6% 100%
Children of Alumni 91.5% 60% 94.3%
Minority Students 99.3% 84.3% 100%
Men (for gender balance)
90.7% 85.7% 88.9%
Woman (for gender balance)
92% 80% 90%
Full-Pay Student 92% 100% 94%
International Students 91% 80% 92%
Percentage Reporting “Yes”
Resources and
Engagement
Which Information Resources are most effective?
All 4-Year Institutions
Community Colleges
Public Baccalaureate
Private Baccalaureate
College Counselors at private high schools
51.8%
Financial Aid Websites48.3%
College Counselors at private high schools
41.7%
College Counselors at private high schools
57.5%
Financial Aid/Scholarship Websites (FAFSA,
FastWeb, Finaid.org, etc.)28.8%
College counselors at public high schools
45.2%
Financial Aid/Scholarship Websites
40%
Financial Aid/Scholarship Websites
35.7%
Social Media Sources (Facebook, College Confidential, etc.)
24.9%
College Counselors at private high schools
31.3%
Social Media Sources28%
Independent/Private college counselors
31.3%
Independent/Private college counselors
22.4%
Social Media Sources29.8%
College counselors at public high schools
24%
Social Media Sources26.3%
Data-driven college counseling tools (Naviance, etc.)
19.6%
College counselors at job placement centers
22.3%
Independent/Private college counselors
12.5%
Data-driven college counseling tools (Naviance, etc.)
21.1%
Top Three Sources or Tools….Developing an Interest in a College All Senior Junior
Friends and family 44% 43% 45%
College Search Web Sites 34% 34% 37%
College Fairs 28% 32% 25%
High School Guidance Counselors 26% 25% 28%
View book from the institution 24% 22% 28%
Institution’s web site 23% 20% 24%
College Rankings 20% 22% 17%
Campus Visit 19% 19% 15%
College guidebook or directory 16% 16% 14%
Online planning and advising tool 8% 5% 11%
Online/virtual tour of campus 8% 5% 11%
College Admissions Counselors 5% 5% 6%
Social Networking, Facebook, YouTube, etc. 4% 4% 4%
The Search/Application Process-What do you believe?
Preferred means of communication?
Conclusion: Additional Data
Strongly Disagree 23.7%
Disagree 48.5%
Agree 18.7%
Strongly Agree 8.1%
We have reduced the role of standardized test in admissions over the past five years.
Strongly Disagree 26.6%
Disagree 48.8%
Agree 16.3%
Strongly Agree 8.3%
Standardized tests (SAT, ACT) should be optional for students who apply to my campus.
Conclusion: Additional Data
Strongly Disagree 3.8%
Disagree 22%
Agree 51.3%
Strongly Agree 22.9%
Social Media play an important role in our outreach efforts to prospective students.
Strongly Disagree 4.7%
Disagree 21.8%
Agree 47.1%
Strongly Agree 26.5%
I am feeling more confident about our admissions efforts and enrollment prospects versus 2009.
Conclusion
Hobsons UniversityJuly in Nashville, TN
Darren WackerHobsons Solution Sales Account Executive507-469-1862 (direct)513-354-7808 (office)[email protected] (email)
Erika CedergrenHobsons Account Manager, Marketing [email protected] (email)