gray associates and keypath - selecting your program portfolio
TRANSCRIPT
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Selecting Your Program Portfolio: A 360-Degree View Webinar Dec. 8, 2015
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• Introduction
• Evaluating your program portfolio • Research methodology & results • Deep dive into top three programs
• Q & A
Agenda
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Your Presenters
Jeremy Schoen VP, Enrollment Partnerships Keypath Education
Sarah Beverlin Director of Relationship Marketing Keypath Education
Bob Atkins CEO and Founder Gray Associates
About Keypath Education About Gray Associates Keypath Education partners with higher education
institutions worldwide to launch programs, grow enrollment, improve learning and connect education to careers, using a proprietary technology suite.
Gray Associates Inc. is a strategy consulting firm focused on higher education that helps clients develop fact-based institutional and marketing strategies that maximize outcomes for students, the school and its constituencies.
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EVALUATING YOUR PROGRAM PORTFOLIO
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Four Critical Evaluation Areas We score based on four broad categories of program attributes. Within each category, we score a variety of metrics to obtain a balanced perspective.
Student Demand
Employment
Degree Levels
and Wages
Competitive Intensity
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RESEARCH METHODOLOGY & RESULTS
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Program Evaluation System (PES)
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1. Registered Nursing (RN) 2. Psychology 3. Early Childhood Education 4. Accounting 5. Computer Science 6. Marketing 7. Dental Hygiene 8. Health Care Administration 9. Truck Driver/CDL 10. Medical Assistant
The Top 10
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• Approach: Provide a glimpse into the digital conversation surrounding the 30 programmatic areas of interest. Include an analysis of volume, themes, platforms used and key contributors to programmatic areas that present opportunities
• Data range: Sept. 22, 2015 – Nov. 22, 2015 • Methodology: Use Brandwatch to configure queries, incorporating spelling and
title variations, to track public conversations. Query constructs focused on general program name only when used near “career, education, major or program”
Social Media Approach & Methodology
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1. Health Care Administration 2. Marketing 3. Finance 4. Dietetics & Nutrition 5. Truck Driver/CDL 6. Early Childhood Education 7. Accounting 8. Psychology 9. Human Resource Management 10. Information Technology (IT)
Top 10 Programs by Social Buzz
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Social Mention Volume by Week
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000 9/
28/1
5
9/30
/15
10/2
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10/4
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10/6
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10/1
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11/7
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11/9
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11/1
1/15
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3/15
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5/15
Health Care
Marketing
Finance
Early Childhood Education
Dietetics & Nutrition
Psychology
Accounting
Truck & Bus Driver
Human Resource Management
Information Technology
Veterans Day
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Student Demand Scoring
Student Demand
Past Year Inquiry Volume
YOY Change in Inquiries
YOY % Change in Inquiries
2014 Completions
YOY Change in
Completions
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Top Programs: YOY Change in Inquiries
0 10,000 20,000 30,000 40,000 50,000 60,000
Psychology
RN
Substance Abuse/Addiction Counseling
HVAC Technician
Health Information Administration
Welding Technology
Management Science
Electrical Technology
Multimedia Design
Office Management and Supervision
YOY Change in Inquiries by Program
Source: GrayReports, year-over-year change from November 2013-October 2014 to November 2014-October 2015.
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Psychology
RN
HVAC Technician
Welding Technology
Health Care Administration
Early Childhood Education
Multimedia Design
Organizational Leadership
Electrical Engineering
Health Information
Student Demand Scores by Metric
Past Year Inquiries
YOY Change in Inquiries
YOY % Change in Inquiries
2014 Completions
YOY Change in Completions
Top Programs: Student Demand
Source: Gray Associates’ Program Evaluation System. Data from GrayReports and the Integrated Postsecondary Education System (IPEDS). Past Year Inquiries are all inquiries from November 2014 – October 2015.
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Employment Opportunities Scoring
Employment Opportunities
Annual Job Openings
Job Openings Per Graduate
Employment CAGR
Weighted Average
Placement Rate
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Top Programs: Annual Job Openings
0 50,000 100,000 150,000 200,000 250,000
Home Health Aide
General Office Occupations
RN
Truck Driver/CDL
Business
Customer Service Support
Receptionist
Sales
Culinary Arts
Accounting Technician
Annual Job Openings by Program
Source: Bureau of Labor Statistics (BLS) Employment Projections 2012-22.
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13
13
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13
13
13
13
12
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12
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12
Truck Driver/CDL
Marketing
Finance
Retail
Clerical Services
Fashion Merchandising
Electrician
RN
Nursing Assistant
Accounting
Banking
Elementary Education
Employment Opportunities Scores by Metric
Annual Job Openings
Job Openings per Graduate
CAGR
Placement Rate
Top Programs: Employment Opportunities
Source: Gray Associates’ Program Evaluation System. Annual Job Openings are from BLS Employment Projections 2012-22. CAGR is the BLS Employment Projections 2012-22 Compounded Annual Growth Rate. Placement Rates are from Gray’s Database of Institution Gainful Employment Disclosure Statements, 2014.
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Strategic Fit Scoring
Strategic Fit
10th Percentile Wages
Educational Attainment:
% of Workforce
Degree Received:
% of Completions
Degree Requested:
% of Inquiries
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Top Programs: 10th Percentile Wages
$0 $20,000 $40,000 $60,000 $80,000 $100,000
Pharmacy
Pharmaceutical Sciences
Agricultural Engineering
Biological and Physical Sciences
Science, Technology and Society
Information Resources Management
International/Global Studies
Secondary School Administration
Marketing
Engineering
10th Percentile Wages by Program
Source: BLS Wages by Occupation, 2014.
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Competitive Intensity Scoring
Competitive Intensity
Number of Competitors
Cost Per Inquiry
Completions Per Capita
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Top Programs: Overall Score
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16
10
4
RN
Psychology
Marketing
Dental Hygiene
Health Care Administration
Early Childhood Education
Accounting
Computer Science
Truck Driver/CDL
Medical Assistant
Program Scores by Quadrant
Employment Opportunities
Student Demand
Competitive Intensity
Strategic Fit
Source: Gray Associates’ Program Evaluation System.
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DEEP DIVE INTO TOP THREE PROGRAMS
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Social Media Buzz: RN
Brooksby Village New Grad Registered Nurse Program https://ericksonjobs.taleo.net/careersection/jobdetail.ftl?job=15115063&lang=en#.VkURQlUejZM.twitter … #Massachusetts #Nursing #RN #job #retweet
The Huffington Post The Baltimore Sun
The Atlantic
We're #hiring! Click to apply: Registered Nurse (Program Manager) – bit.ly/1MN1cR4 #Nursing #Biloxi, MS #Veterans #Job #Jobs
The Boston Globe
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Social Media Buzz: Nursing
This #NPWeek is the 50th anniversary of the first nurse practitioner program. Know a nurse practitioner? Give him/her a shout-out.
The WSJ
The Washington Times
U.S. News & World Report
In Nursing, Career-Defining Moments Can Come in All Shapes and Sizes goo.gl/bp8plS via @DonnaChaffins
Bloomberg
The Chicago Tribune
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Registered Nursing: Scorecard
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WANTED Analytics: RN
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Available Job Postings – RN 2013 2014 2015
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Shortages Vary by State …
Source: WANTED Analytics
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… And Within States
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The Best Markets
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Social Media Buzz: Marketing
@QuickenLoans as a marketing major I've grown to enjoy commercial breaks
Yahoo Finance
Fast Company
Talk Android
#SUScholarSpotlight: Joseph Howard '16 is a marketing management major and has interned for “ABC Family” http://ow.ly/ToSed
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Marketing: Scorecard
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WANTED Analytics: Marketing
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Available Job Postings – Marketing 2013 2014 2015
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WANTED Analytics: Marketing Employers with the most current postings:
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Social Media Buzz: Early Childhood Education UM Launches Online Degree in Early Childhood Education – #edtech,
#education, #insightsed, #onlinelearning, #educationtechnology
PR Newswire The Washington Times
The Huffington Post
The Atlantic
Lewis University Early Childhood Educator Preparation Program Receives $45,000 grant http://bit.ly/1XV3XmK
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Early Childhood Education: Scorecard
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WANTED Analytics: Early Childhood Education
0
10,000
20,000
30,000
40,000
50,000
60,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Available Job Postings – Early Childhood Education
2013 2014 2015
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WANTED Analytics: Early Childhood Education Employers with the most current postings:
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Market Matrix
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• There are great programs in every segment – from trades to graduate degrees
• Looking at one dimension (e.g., inquiry growth) gives interesting insights, but to make sound decisions, you need a 360-degree view, including:
• Student demand: including social media buzz and inquiries • Employment: including jobs and wages • Competition: primarily completions by program • Strategic fit: including degree levels
• The right answer varies by market and institution
KEY TAKEAWAYS
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Q & A
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THANK YOU JEREMY SCHOEN [email protected] @Keypathedu linkedin.com/in/jeremyschoen 913.254.6738
BOB ATKINS [email protected] @Gray_Associates linkedin.com/in/robertgatkins 617.366.2831
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APPENDIX
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CIP Codes Webinar Description CIP Description CIP Code Computer Science Computer Science 11.0701 Multimedia Design Web Page, Digital/Multimedia and Information Resources Design 11.0801 Nail Technician Nail Technician/Specialist and Manicurist 12.041 Cosmetology Cosmetology, Barber/Styling, and Nail Instructor 12.0413 Culinary Arts Culinary Arts/Chef Training 12.0503 Secondary School Administration Secondary School Administration/Principalship 13.0409 Elementary Education Elementary Education and Teaching 13.1202 Early Childhood Education Early Childhood Education and Teaching 13.121 Engineering Engineering, General 14.0101 Agricultural Engineering Agricultural Engineering 14.0301 Electrical Engineering Electrical and Electronics Engineering 14.1001 Electrical Technology Electrical, Electronic and Communications Engineering Technology/Technician 15.0303 Writing Writing, General 23.1301 Biology Biology/Biological Sciences, General 26.0101 Biological and Physical Sciences Biological and Physical Sciences 30.0101 Scient, Technology and Society Science, Technology and Society 30.1501 International Studies International/Global Studies 30.2001 Psychology Psychology, General 42.0101 Carpentry Carpentry/Carpenter 46.0201 Electrician Electrician 46.0302 HVAC Technician Heating, Air Conditioning, Ventilation and Refrigeration Maintenance Technology/Technician 47.0201 Leatherworking and Upholstery Leatherworking and Upholstery, Other 48.0399 Welding Technology Welding Technology/Welder 48.0508 Truck Driver/CDL Truck and Bus Driver/Commercial Vehicle Operator and Instructor 49.0205 Dental Hygiene Dental Hygiene/Hygienist 51.0602 Health Care Administration Health/Health Care Administration 51.0701 Health Information Administration Health Information/Medical Records Administration/Administrator 51.0706 Medical Assistant Medical/Clinical Assistant 51.0801
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CIP Codes Webinar Description CIP Description CIP Code Substance Abuse/Addiction Counseling Substance Abuse/Addiction Counseling 51.1501 Pharmacy Clinical, Hospital, and Managed Care Pharmacy 51.2008 Pharmaceutical Sciences Pharmaceutical Sciences 51.201 Veterinary Medicine Veterinary Medicine 51.2401 Home Health Aide Home Health Aide/Home Attendant 51.2602 RN Registered Nursing/Registered Nurse 51.3801 Nursing Assistant Nursing Assistant/Aide and Patient Care Assistant/Aide 51.3902 Business Business Administration and Management, General 52.0201 Office Management Office Management and Supervision 52.0204 Organizational Leadership Organizational Leadership 52.0213 Accounting Accounting 52.0301 Accounting Technician Accounting Technology/Technician and Bookkeeping 52.0302 Receptionist Receptionist 52.0406 General Office Occupations General Office Occupations and Clerical Services 52.0408 Clerical Services General Office Occupations and Clerical Services 52.0408 Customer Service Support Customer Service Support/Call Center/Teleservice Operation 52.0411 Finance Finance, General 52.0801 Banking Banking and Financial Support Services 52.0803 Information Resources Management Information Resources Management 52.1206 Management Science Management Science 52.1301 Marketing Marketing/Marketing Management 52.1401 Real Estate Real Estate 52.1501 Retail Retailing and Retail Operations 52.1803 Sales Selling Skills and Sales Operations 52.1804 Fashion Merchandising Fashion Merchandising 52.1902 College/University Preparatory College/University Preparatory and Advanced High School/Secondary Diploma Program 53.0102 Adult High School/Scedonary Diploma Program Adult High School/Secondary Diploma Program 53.0105