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)dwacker@hobsons.com (email)

Erika CedergrenHobsons Account Manager, Marketing Solutionsecedergren@hobsons.com (email)