New CMED 2012 Benchmarking and Industry Trends Presentation … · 2019. 9. 4. ·...

CMED 2012 Benchmarking & Industry Trends Survey Results ©

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CMED 2012 Benchmarking& Industry Trends Survey

Martina Bison-HuckabyKris Risi

Calvin Tong

TeamMartina Bison-Huckaby

Director, Center for Executive Education

College of Business and Economics

Kris Risi Executive Director, Corporate and Executive Education

LeBow College of Business

Calvin Tong Director, Professional Programs

Sprott School of Business

2



3

Today’s Agenda

Marketing / Wrap up

• Calvin

Program / Instruction

• Kris

Revenue

• Martina

Finance

• Calvin

Trends & Best

Practices

• Kris

Population

• Martina

Welcome & Survey History

• Calvin

Industry Survey Purpose Provide decision-makers data and insights about universities that offer executive education, professional development and training. Key areas:

• Trends• Benchmarking behavior • How organizations operate • Make decisions• Allocate resources• Measure business performance

4



Survey History with CMED

2010

Initial Industry Insights SurveyCMED Concurrent SessionUniversity of Missouri—Kansas City

2011

Opened survey to larger CMED population

University of Minnesota & Carleton University

2012

Expanded survey depth and actualsCarleton University, Drexel University, West Virginia University, and Xavier University

5

CONCURRENT of 4 CONCURRENT of 2 PLENARY

Enhanced Survey ElementsCompensation • Exec Ed v. Con Ed comparison for faculty pay• Types of compensation by role

Unit structure, Marketing, and Management• Dedicated staffing • University collaboration• CRMs

Expanded Revenue Section• Credit/non-credit• New/repeat client • Open/custom

• Delivery Format & Locations

• Target Audience

• Program Development

• Marketing mix

6



Methodology and ResponsesLimited to four-year degree granting institutions offering professional development programming

Survey sent to 1000 individuals, representing ~489 institutions

Launched 9/17/12 and closed 10/10/12• Email reminders• Linked to CMED website• Posted to LinkedIn Group• Posted to CMED ListServ• CMED attendee calls

90 useable responses, confidential, at least 63 unique institutions/units represented

Approximately 90% confidence level MOE +/- 10% for closed ended responsesMOE +/- 25% for open ended responses

7

Overall Business Performance Specific Changes in Business Benchmarking Questions Marketing Financial Questions Background Information

Survey Structure



Your Personal Action Plan…

9

POPULATIONMartina

10



Who Responded to the Survey?

6%12%

8%

54%

14%3% 3%

Respondent Position Level Coordinator

Manager

Assistant/AssociateDirector

Executive/ManagingDirector/Director

Dean/Assoc Dean/AsstDean

President/VP/AsstPresident

Vice Provost/AssocProvost

11

Current Position/University

0% 20% 40%

Less than 1…

1 - 5 years

6 - 10 years

11 - 15 years

16 - 20 years

over 20 years

3%

37%

26%

14%

8%

12%

Employed at Current College/

University

0% 20% 40% 60%

Less than 1…

1 - 5 years

6 - 10 years

11 - 15 years

16 - 20 years

over 20 years

6%

59%

27%

6%

3%

0%

Working in Current Position

12



Industry Experience

0% 10% 20% 30%

Less than 1 year1 - 5 years

6 - 10 years11 - 15 years16 - 20 yearsover 20 years

0%23%25%

19%15%

18%

Higher Education/Academia

0% 5% 10% 15% 20% 25% 30%



7%21%

28%16%

12%16%

Public Sector

0% 5% 10% 15% 20% 25% 30%

Less than 1 year

1 - 5 years

6 - 10 years

11 - 15 years

16 - 20 years

over 20 years

9%

27%

23%

12%

12%

17%

Private Sector

0% 5% 10% 15% 20% 25% 30%



1%17%

26%15%

17%23%

Learning & Development

13

Geographic Representation

14



15

Institution Type

Private Non-Profit19%

Private For-Profit3%

Public78%

Respondent Departments

2010 2011 2012

42% 46% 55%

46%42%

38%

12% 12% 7%

EXEC ED:Executive Education within a College of Business/Faculty of Business

OTHER: External Programs - Outreach, Business/Research and Economic Development, Teaching/Learning Center

CON ED:Continuing Education/Studies, Extended Education, or other related Professional Development Group

16



Total Gross Revenue in Most Recent FY

17

0%

5%

10%

15%

20%

25%

30%

11%

30% 28%

16%

2%

14%

TRENDSKris

18



Biggest Changes in the Industry

19

Shift in Economy & Competitive MarketChange in Resources and Spend, Competition -Internal, For-Profits, Colleges/Universities, Consultants, Corp Univ, Local, National, Global

Industry Innovations & Learning ExpansionOnline/Blended/Mobile, Infrastructure, Technology, Niche-based Programs, Assessment, Enhanced Marketing and Reach, More Data…

Change in Client Needs & Course DemandChanges in Expectations, Custom & Open Enrollment Demand, Long-term Client Relationships, Increased Responsiveness, Partnerships/Alliances

University Structure, Visibility, & StrategyUniversity-level visibility, Understanding Value Proposition, Resource Allocations, Internal Competition/Structural Challenges, Contribution, and Collaboration

20

Biggest Industry & Organization Changes

0% 5% 10% 15%

Increased DemandResource Availability

Brand Visibility/AwarenessProgram Innovations -…

Understanding Value PropositionIncreased Visibility at University

Marketing Online/DigitalNew Leadership/Strategy

Increased Custom ProgramsDecreased Open Enrollment

University Structure & ChallengesInfrastructure/Operations/Technology

Economy - Corporate BudgetsClient Relationship Mgmt

Online/Blended/MobileIncreased Competition

Economy - General

2%2%2%2%

3%4%4%4%

5%5%5%

7%8%8%

12%13%

14%

CompetitiveEnvironmentInnovationsClientUniversity



21

Greatest Challenges in next 12 Months

0% 5% 10% 15% 20% 25% 30% 35%

Program Enrollment

Competition

Marketing/Bus Dev

Economy/Industry

Leadership/Strategy

Resource Availability

7%

11%

13%

15%

23%

31%

22

Measuring Business Performance

62%12%

3%

12%

11%

Profit

Gross Revenue

Contribution

Growth

Registrations



23

Overall Business Performance

0% 10% 20% 30% 40%

Poor

Fair

Good

Very Good

Excellent

2.9%

11.7%

36.9%

35.9%

12.6%

UP

24

Business PerformanceExec Ed v. Con Ed

0% 10% 20% 30% 40% 50%

Poor

Fair

Good

Very Good

Excellent

3%

22%

41%

30%

5%

7%

7%

33%

41%

11%

Con Ed

Exec Ed



25

Factors Driving Business Results

0% 5% 10% 15% 20%

Brand/Reputation

Open Enrollment

Improving Economy

Customer Focus/Svc

Sales/Bus Dev

Poor Economic Conditions

Better Marketing Efforts

Custom Programs

Leadership/Strategy

Relationships/Referrals

New/Better Programs

3%

3%

6%

7%

7%

8%

10%

11%

14%

15%

17%

We are Required to Deliver a Profit to the University

26

0% 10% 20% 30% 40% 50% 60% 70%

Completely Describes My Organization

Somewhat Describes my Organization

Does Not Describe my Organization

Do Not Know

62%

30%

6%

2%



27

Con EdPoor Economic Conditions


Leadership/Strategy

New/Better Programs

Better/Improving Economy

Exec EdRelationships/Referrals

New/Better Programs


Custom Programs

Leadership/Strategy

Top 5 Factors Driving Business Results

FINANCIAL MODELSCalvin

28



29

Measuring Business Performance

62%12%

3%

12%

11%

Profit

Gross Revenue

Contribution

Growth

Registrations

30

Organizations Financial Resources

0%

20%

40%

60%

80%

100%

Required todeliver a profitto University

Acctg & Fininformation

easilyaccessible

Adequatefinancial

resources tosupport

organization'sbusiness goals

Financialinformation

able to accessprovidesadequatepicture of

performance

62%

25%17%

32%

30%

56%53%

48%

6%19%

27%20%

2% 0% 2% 0%

Not Know/NotApply

Does notdescribe myorganization

Somewhatdescribes myorganization

Completelydescribes myorganization



Organization Compensation

Hourly Salary Salary + Commission

CommissionOnly

Leadership Team 3% 91% 6% 1%

Program Director 3% 89% 6% 3%

Business Development / Marketing / Finance 6% 72% 20% 2%

Operations Team 12% 87% 1% 0%

31

32

Changes in BusinessMORE LESS SAME

NOT KNOW/NA

Salaries 51% 3% 44% 1%

Marketing Expenditures 48% 10% 39% 2%

Facilitator/Instructor Fees 31% 3% 64% 1%Program Delivery Expenses 43% 5% 49% 3%Support/Resources Provided by College/Univ 13% 25% 56% 6%

Contribution to University/College 40% 2% 49% 8%

Outsourcing/Outside support services 19% 8% 54% 19%Infrastructure i.e. Technology, Registration, CRM 37% 6% 57% 1%



REVENUEMartina

33

34

Change in Revenue

0% 50% 100%

12%

12%

52%

56%

17%

13%

12%

11%

4%

6%

2%

1%

A lot morevs. last year

A little morevs. last year

About thesame as lastyearA little lessvs. last year

A lot less vs.last year

NotKnow/NotApply

Total/Gross Revenue

Profit/Net Revenue



35

Revenue - The Big PictureMORE LESS SAME

NOT KNOW/NA

Total/Gross Revenue - All 69% 17% 13% 1%

Profit/Net Revenue - All 64% 17% 17% 2%

Total/Gross Revenue - Custom 63% 20% 13% 5%

Profit/Net Revenue - Custom 63% 19% 12% 6%

Total/Gross Revenue - OE 54% 20% 13% 12%

Profit/Net Revenue - OE 51% 18% 17% 14%


36

0%

5%

10%

15%

20%

25%

30%

11%

30% 28%

16%

2%

14%




Continuing Education Executive Education

37

0%

5%

10%

15%

20%

25%

14%

24%

19% 19%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

7%

37% 37%

17%

3%

Gross Revenue per FTEs

Average $ 248,127

Mode $ 350,000

Minimum $ 50,000

Maximum $ 875,000

Std Dev $ 156,200

$-

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$123,133

$215,047

$290,987

$357,633

$206,673

1to5

2to 8

3to 14

4 to 100

40 to 150

38



Number of Full Time Equivalents (FTEs)

39

12235233448522342235645633444

10458

1412109 134 6 10

2327

100

50

65

120

7264

122

150

40

70

0

20

40

60

80

100

120

140

160

$0 $5,000,000 $10,000,000 $15,000,000 $20,000,000 $25,000,000

1

2 2

3

5

2

33

44

8

5

22

3

4

22

3

5

6

4

0

1

2

3

4

5

6

7

8

9

$0 $200,000 $400,000 $600,000 $800,000 $1,000,000

Up to 1 Million Dollars

56

334 4 4

10

45

8

14

12

109

0

2

4

6

8

10

12

14

16

1000000 1500000 2000000 2500000 3000000

1 to 3 Million Dollars

Gross Profit Margin (reflecting revenue and direct costs)

40

0% 5% 10% 15% 20% 25%

No profit

Less than 5%

6%-10%

11%-15%

16%-19%

20%-29%

30%-39%

40%-49%

50% or more

Don't know

0%

0%

2%

0%

12%

24%

10%

24%

16%

12%



Net Profit Margin (reflecting revenue, direct and indirect costs)

41

0% 5% 10% 15% 20% 25%

No profit

Less than 5%

6%-10%

11%-15%

16%-19%

20%-29%

30%-39%

40%-49%

50% or more

Don't know

6%

17%

19%20%

15%

6%7%

0%

2%

9%

Indirect Costs as Percentage of Gross Revenue

42

0% 5% 10% 15% 20% 25% 30% 35%

0-14%

15-24%

25-34%

35-44%

45-49%

32%

19%

16%

26%

6%

PERCENT OF RESPONDENTS

IND

IREC

T CO

STS

AS P

ERCE

NTA

GE

OF

GRO

SS R

EVEN

UE



Percentage of Gross Revenue from Credit or Non Credit-Bearing Programs

43

20%

80%

CREDIT-BEARING PROGRAMS

NON CREDIT-BEARING PROGRAMS

Percentage of Gross Revenue by Program Type

44

0% 10% 20% 30% 40% 50%

Other sources

Conferences/events

Online/blended custom programs

Online/blended open enrollment programs

Face to face custom programs

Face to face open enrollment programs

3%

4%

5%

8%

41%

43%



Percentage of Gross Revenue from New and Existing Customers

45

43%57%

NEW CUSTOMERS

EXISTING CUSTOMERS

Percentage of Gross Revenue By Target Market

46

14%

46%

29%

11%

EXPERIENCED MANAGERS

ENTRY LEVEL MANAGERS

C LEVEL / SENIOR EXECS

OTHER TYPES OF PARTICIPANTS



Percentage of Gross Revenue By Participants’ Nationality

47

13%

87%

LOCAL/REGIONAL AUDIENCES

INTERNATIONAL AUDIENCES

48

Number of Training Days Last FY

0%

5%

10%

15%

20%

25%

25-99 100-199 200-299 300-399 400-600

24%

21%

17%

21%

17%



PROGRAM/INSTRUCTIONKris

49

Program Portfolio PerformanceMost Successful

Leadership (25%) - last year 28%Supervision, Mgmt, & Leadership -67%Specialized/Industry Leadership -33%

Business Acumen/Skills (13%)– same as last year

Finance, Supply Chain, Strategy, Mktg, Intl Bus, Innovation, Business Analytics

Project Management (8%) - last year 18%

Business Process Improvement (8%) – last year 7%

Human Resources/SHRM (8%) – same as last year

Least SuccessfulOpen Enrollment Programs (20%)

Business Acumen/Skills (17%)Mini MBA/Essentials, Mktg, Acctg,Finance & Risk, Strategy

Leadership (16%) Supervision, Mgmt & Leadership -76%Government/Non-Profit -23%

Certification Prep Programs (6%)

Communications Skills (5%)

Project Management (4%)

50



Percentage of Gross Revenue by Program Type

51

0% 10% 20% 30% 40% 50%

Other sources

Conferences/events

Online/blended custom programs

Online/blended open enrollment programs

Face to face custom programs

Face to face open enrollment programs

3%

4%

5%

8%

41%

43%

52

Changes to Open EnrollmentMORE LESS SAME

NOT KNOW/NA

Registrations for F2F Open Enrollment 50% 14% 22% 15%

Registrations for Online/Blended Open Enrollment 30% 6% 30% 35%

# of F2F Open Enrollment 39% 13% 35% 12%

# of Online/Blended Open Enrollment 26% 3% 28% 42%

# of New Open Enrollment 48% 12% 25% 15%

Pricing for Open Enrollment 37% 2% 48% 12%



53

Changes to Custom ProgramsMORE LESS SAME

NOT KNOW/NA

Custom Programs Pricing 38% 4% 52% 6%

Coaching/ConsultingRevenue 19% 7% 33% 41%

# F2F Programs 62% 15% 17% 7%

# Online/Blended Programs 23% 3% 31% 43%

# of Repeat Custom Clients 35% 15% 42% 9%

# of New Custom Clients 55% 17% 24% 4%

54

0%

20%

40%

60%

80%

100%

42%29% 27% 28%

88%

30%

49%52% 48% 52%

13%

49%

10%16% 24% 18% 15%

6%

Not Know/Not Apply

Does notdescribe

Somewhatdescribes

Completelydescribes



55

Client Engagement and Tools

0%

20%

40%

60%

80%

100%

On-linecommunities -

participantinteraction

CRM database isin place

Maintainrelationship with

previousparticipants

Technologyplatforms are

integrated

15%28%

17% 10%

30%

30% 54%

34%

55%40%

29%

56%

0% 2% 0% 0% NotKnow/NotApply

Does notdescribe

Somewhatdescribes

Completelydescribes

Average Instructor Pay

0%

5%

10%

15%

20%

25%

30%

19% 19%

14%

24%

12%

26%

18%

University TT Faculty

University Non-TT orAdjunct Faculty

CommunityPractioners/ExternalConsultants

56



Con Ed Average Instructor Pay

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

29%

21%

4%

8%

17%

30%

41% University TT Faculty

University Non-TT or AdjunctFaculty

CommunityPractioners/ExternalConsultants

57

Exec Ed Average Instructor Pay

0%

5%

10%

15%

20%

25%

30%

35%

40%

32%

26%

17%

36%

17%

8%

3%

15%

28%

15%

University TTFaculty

University Non-TTor Adjunct Faculty

CommunityPractioners/External Consultants

58



Con Ed v. Exec Ed Average Instructor Pay

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

59

MARKETINGCalvin

60



61

Invest

2011 Common Themes:Less print advertising and more on direct mail

More electronic and less brochures (cost)Electronic newsletters, email campaigns, social media

0% 10% 20% 30% 40% 50%

Spend less

Spend the same

Spend more

30%

22%

48%

How has the Budget Changed?

62

2012 Common Themes:Still pending on Pay Per Click Advertising

Online Display AdvertisingSocial Media

0% 10% 20% 30% 40% 50% 60%

Spend less

Spend the same

Spend more

17%

51%

32%

How has the Budget Changed?



Marketing is primarily delivered byDigital Marketing Platforms

20%

55%

24%

1%

Completely describes myorganization

Somewhat describes myorganization

Does not describe myorganization

Not Know / Not Apply

63

Regularly Analyze Effectiveness of our Marketing Efforts

21%

47%

32%Completely describes myorganization




64



Public Relations Program in Place

8%

47%





65

Have Adequate Marketing Support(Internally or within University)

19%

32%





66



Have Dedicated Staff to PerformMarketing Activities

31%

36%

33% Completely describes myorganization




67

How is Marketing Staff Compensated?

68

0% 10% 20% 30% 40% 50% 60% 70%

Hourly

Salary Only

Salary + Commission

Commission Only

Not Know

4%

62%

4%

0%

22%



Have Dedicated Staff to PerformSales Activities

18%

34%

46%





69

Who is Your Target Market?(Check all that apply)

0% 10% 20% 30% 40% 50% 60% 70% 80%

Learning & Development / HR

C-Level / Senior Executives

Individual Business Units

Individual Managers / Employees

61%

49%

35%

71%

70Multi-select – will not add up to 100%



Change in Marketing Spend(year over year)

71

ACTIVITY MORE LESS SAMENOT

USED

Website / Landing Page 44% 48% 4% 4%

Pay Per Click Ads 38% 25% 8% 28%

Online Ads 37% 31% 4% 28%

SEO 31% 45% 5% 19%

Email 32% 63% 2% 2%

Direct Mail 10% 40% 36% 14%

Change in Marketing Spend(year over year)

72

ACTIVITY MORE LESS SAMENOT

USED

Print Ads 11% 37% 35% 16%

Social Media 32% 40% 10% 18%

Referral Programs 8% 42% 9% 42%

Event Based Marketing 23% 44% 13% 19%

Information Sessions 17% 40% 19% 23%



Top 3 Most Effective Marketing Vehicles

73

Rank BuildAwareness

Generate Leads

Drive Registrations

BuildRelationships

#1 Online Display Ads (60%)

Referral Programs

(44%)

Email (57%) Event Based Marketing

(30%)

#2 Print Ads (57%)

Website Design /

Landing Page (16%)

Search EngineOptimization

(45%)

Social Media (19%)

#3 Social Media (56%)

Information Sessions (16%)

Direct Mail(44%)

Information Sessions (16%)

Your Personal Action Plan…

74

… the Next 90 Days



75

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