New Student Survey and Research Insights: Defining a ...€¦ · Insights: Defining a Student...

New Student Survey and Research Insights: Defining a Student Experience that Promotes Student Success

Welcome!

Jim Fong

Director, Center for Research and Marketing Strategy

UPCEA

Christina Fleming

VP, Marketing & Enrollment ServicesBlackboard@bbfleming

Objectives for Today

Share insights from new original research

Explore expectations of the student experience by generation

Discuss common practices in marketing, enrollment & student services

Evaluate whether those practices align with student expectations

Identify ways in which practices can be improved to drive student success

FICTION✕FACT✓1. Email is a dying form of communication for Millennials

FICTION✕FACT✓2. Generation Z views online learning as the preferred modality

FICTION✕FACT✓3. Badging is just a trend among goal-seeking Millennials

FICTION✕FACT✓4. Academic advising is the most critical factor in student success

FICTION✕FACT✓5. E-mail follow-up to a lead is enough and should happen within a week

⎯ ANSWERS AT THE END ⎯

Generational shifts

75MILLION

TRADITIONALISTS PRE 1946

Traditional Students

Everyone else!

BABY BOOMERS 1946 - 196480MILLION

GENERATION X 1965 - 197960MILLION

MILLENNIALS 1980 - 199582+MILLION

GEN EDGE/GEN Z 1996 - TBDTBD

Our Working Assumption

Different generations have different expectations of the student experience…

Therefore, these differences should inform how we deliver upon enrollment growth and overall student success.

Research Methodology

UPCEA and Blackboard jointly developed the survey instrument

Blackboard sponsored the acquisition of a national panel of 18 to 35 year olds

Panel came from ResearchNow, one of the leading Internet research companies

In total, 1,080 individuals were surveyed online

↓↓

↓↓

Survey Demographics

Married, 36%

Single, 64%

Male, 46%Female,

52%

Prefer to self-describe, 2%

Renting a home or

apartment, 50%

Own a residence or paying a

mortgage, 31%

Living for free in someone else’s primary residence,

19%

64% Single↓ 52% Female↓ 50% Renting↓

Marital Status Gender Own/Rent Home

Employment Demographics

76% Employed↓ 80% Happy with job↓ 30% Not using degree↓

Employment Status Happiness with Current Job Using Degree in Current Job?

Very happy, 42%

Somewhat happy, 38%

Neither happy nor unhappy,

12%

Somewhat unhappy, 7% Very unhappy,

3%

Employed full-time,

58%Employed part-time,

18%

Not employed but seeking,

14%

Not employed, not seeking,

10% Retired, 1%

Yes, 25%

Somewhat, 23%No, 30%

I do not have a degree, 23%

How the Study Generationally Mapped Out

10%

Gen-Z | 18-20 years old

69%

Millennials | 21-35 years old

21%

Gen-X | 36-40 years old

11

Gen Z

10%

Gen-Z | 18-20 years old

Work full or part-time59%

Single93%

Rent a home/apartment56%

58% Female

12

Millennials

69%

Millennials | 21-35 years old

Work full-time60%

Single67%

Rent a home/apartment53%

52% Female

13

Gen XWork full-time69%

Married60%

Own a home/residence53%

53% Male

21%

Gen-X | 36-40 years old

The 5 P’s of Higher Ed Marketing

P R O G R A M S P R O G R E S SP L A C E M E N T P R O M O T I O NP R I C E

$

Programs

P R O G R A M S

Current Situation

Continuing education units have typically focused on bachelor’s degree completion and professional master’s.

Many students may need an alternative to advance their education

50%

Earned at least a Bachelor’s degree

Badge/Noncredit/MOOC Certificate (Credit/non-credit, Stackable) Bootcamp Degree completion

Degree completion

50%

Earned less than a Bachelor’s degree

56%

High school diploma or tech/assoc. degree

44%

Some college, but did not finish

71%Currently not enrolled in a college/university

29%Currently enrolled in a college/university

65%Currently not enrolled in a college/university

35%Currently enrolled in a college/university

Badge/Noncredit/MOOC Certificate (Credit/non-credit, Stackable) Degree completion

MOOC Graduate degree Post-baccalaureate certificate Badge/Non-credit

OP

PO

RT

UN

ITY

Survey Respondents

100%

9%

10%

7%

7%

8%

5%

18%

20%

16%

33%

34%

32%

34%

28%

40%

Total

Never earned abadge/certificate before

Earned a badge/certificatebefore

How interested are you in earning an educational, professional, or skill-based certificate or badge in the future?

11%

10%

10%

5%

4%

8%

5%

8%

8%

24%

19%

15%

14%

16%

30%

31%

32%

36%

42%

27%

34%

34%

37%

36%

Gen X

Mil-O

Mil-M

Mil-Y

Gen Z

Very uninterested Somewhat uninterested Neither interested nor uninterested Somewhat interested Very interested

49%

31%

49%

59%

All Gen Z Gen M Gen X

Have you ever earned a badge/certificate/from a college, university, or professional organization? (% Saying Yes)

Lifelong learning is an old term, but is even more relevant with the new adult learner

Survey Results: All Respondents, By Generation

Diversify through offerings that are not solely dependent on one credential

Online representations of skills learned by students,

typically with visual iconography

Digital Badges

Credentials typically issued to students who have completed significant

programs of study that do not culminate in a degree

Certificates

Granular, digitally presented certifications offering

evidence that an individual has mastered a specific skill

or area of knowledge

Micro-Credentials

Placement

Current Situation

Most institutions primarily invest in on-ground learning despite declines in the traditional student population.

P L A C E M E N T

20

7%

9%

11%

3%

8%

10%

5%

11%

6%

12%

14%

9%

17%

8%

30%

31%

29%

32%

28%

43%

36%

55%

30%

54%

Total

Never taken online non-creditcourse

Taken online non-creditcourse

Never taken online class fromcollege/university

Taken online class fromcollege/university

How willing would you be to take an online class in the future?

Very unwilling Somewhat unwilling

Neither willing nor unwilling Somewhat willing

Very willing

Openness to online learning is significant

53%Have taken an online course from a college or university

↓

35%Have taken an online non-credit/corporate type of class

↓

Survey Results: All Respondents

7%

7%

6%

11%

8%

9%

8%

11%

12%

16%

12%

4%

30%

21%

32%

39%

43%

48%

42%

35%

Total

Gen X

Gen M

Gen Z

How willing would you be to take an online class in the future?

Very unwilling Somewhat unwilling Neither willing nor unwilling

Somewhat willing Very willing

53%

46%

56%

45%


Have you ever taken an online class from a college or university? (% Saying Yes)

New modalities of learning are expected by adult learners


Price

Current Situation

Most students struggle with finding answers to critical questions about tuition, fees, and financial aid options.

P R I C E

$

23

Cost and Financial Aid Remain Top Barriers

Gen Z (18 to 20)

Millennials-Y(21 to 25)

Millennials-M(26 to 30)

Millennials-O(31 to 35)

Gen X(36 to 40)

Cost was too high 33% 44% 46% 19% 30%

Lack of financial aid 33% 27% 46% 17% 18%

Already had a job 0% 8% 0% 23% 23%

Didn't know major 50% 19% 14% 21% 8%

Didn't fit in 17% 12% 7% 6% 15%

Difficulty with courses/material 0% 23% 21% 15% 3%

Parents didn't go 17% 4% 4% 0% 5%

More important responsibilities 33% 46% 18% 40% 33%

Not convenient 17% 8% 11% 11% 8%

Other 50% 23% 14% 17% 20%

Gen Z (18 to 20)

Millennials-Y(21 to 25)

Millennials-M(26 to 30)

Millennials-O(31 to 35)

Gen X(36 to 40)

Cost was too high 45% 33% 34% 47% 31%

Lack of financial aid 27% 22% 21% 28% 20%

Already had a job 18% 22% 19% 21% 21%

Didn't know major 27% 25% 23% 21% 13%

Didn't fit in 9% 8% 6% 2% 11%

Difficulty with courses/material 18% 0% 17% 2% 5%

Parents didn't go 0% 0% 4% 6% 2%

More important responsibilities 18% 33% 26% 38% 33%

Not convenient 27% 3% 11% 9% 7%

Other 0% 22% 19% 13% 18%

Why did you discontinue your program? (Some college, but did not finish)

Why did you decide not to go to college? (High school diploma, but no college)

24

Affordability is by far the top attribute in selecting an institution

3%

25%

41%

25%

6%

14%

47%

18%

12%

31%

24%

66%

Other

Availability of online courses/programs

Location

Career placement rates

Sports and extracurricular activities

Campus life

Program offerings

Caliber of faculty

Size of the institution

Overall reputation and ratings

Convenience

Affordability

What are the most important factors or attributes that you will consider when deciding on a college or university?

66%Cite affordability as most important in choosing an institution

↓

25

Affordability ranked highest with Gen Z and Millennial 31 to 35 year olds

All Gen Z(18 to 20)

All Mil-Y(21 to 25)

All Mil-M(26 to 30)

All Mil-O(31 to 35)

All Gen X(36 to 40)

Affordability 71% 68% 67% 70% 60%Convenience 20% 25% 19% 27% 29%Overall reputation and ratings 32% 35% 31% 30% 27%Size of the institution 20% 14% 13% 9% 7%Caliber of faculty 9% 14% 22% 19% 19%Program offerings 39% 51% 50% 46% 45%Campus life 26% 21% 15% 5% 7%Sports and extracurricular activities 12% 9% 9% 3% 3%Career placement rates 28% 27% 28% 23% 21%Location 48% 48% 38% 35% 36%Availability of online courses and/or programs 11% 19% 24% 31% 35%Other 2% 2% 2% 3% 4%

26

Financial aid services were viewed as most important to student success and completion

3%

9%

21%

25%

5%

13%

14%

13%

59%

37%

17%

53%

Other

Housing

Personal wellness

Distance education and online learning

Sports and extracurricular activities

Campus life and social programs

Safety and security

Technology help

Financial aid and scholarship services

Career services

Enrollment and re-enrollment support

Academic advising and support

Of the student activities listed below, which do you believe will be the most important to your educational success and the completion of a degree?

59%Cite financial aid services as most important to success

↓

53%Say academic advising and support are most important

↓

27

But, those services scored the worst in terms of experience across all generations

32%Report financial aid services are the most negative experience at college

↓All Gen Z(18 to 20)

All Mil-Y(21 to 25)

All Mil-M(26 to 30)

All Mil-O(31 to 35)

All Gen X(36 to 40)

Classes/faculty 17% 13% 9% 8% 11%

Academic advising and support 8% 21% 22% 19% 19%

Enrollment and re-enrollment support 8% 16% 11% 8% 8%

Career services 10% 19% 25% 19% 19%

Financial aid and scholarship assistance 29% 32% 37% 23% 29%

Technology help 23% 12% 9% 6% 9%

Safety and security 7% 11% 10% 6% 5%

Campus life/social programs 17% 5% 10% 12% 12%

Sports/extracurricular activities 13% 8% 6% 4% 6%

Distance education/online learning 18% 13% 12% 6% 8%

Personal wellness 12% 10% 12% 6% 9%

Housing 28% 22% 19% 12% 14%

Other 8% 11% 10% 6% 14%

Survey Results: Current and Past College Students

Invest in Financial Aid and Student Services that help students through cost concerns

People: Have a team of highly skilled advisors to provide consistent and timely answers

Technology: Streamline and automate processes for advisors and provide self-service to students

Data: Have critical, real-time insight into interactions, student satisfaction, and student risk

Promotion

Current Situation

Institutions sometimes take a one-sided, one-size-fits all approach to communications and messaging

P R O M O T I O N

30

Gen Z (18 to 20)

Mil-Y(21 to 25)

Mil-M(26 to 30)

Mil-O(31 to 35)

Gen X(36 to 40)

Clear/complete info about tuition and costs

74% 67% 66% 67% 69%

Personal outreach from an advisor 25% 32% 33% 29% 26%

Insightful details about the program/curriculum

58% 60% 61% 56% 55%

Impressive information about the faculty 21% 28% 29% 24% 20%

Details about college life, sports, extracurriculars

39% 30% 21% 15% 13%

Connections with other students 21% 26% 21% 15% 15%

Networking opportunities 28% 29% 25% 29% 24%

Customized/unique communications 18% 17% 17% 17% 18%

Other 2% 3% 4% 6% 8%

Specifics matter particularly around costs and curriculum


6%

27%

6%

15%

10%

11%

7%

19%

6%

16%

13%

11%

6%

13%

23%

17%

24%

22%

19%

18%

6%

29%

19%

31%

25%

32%

29%

35%

15%

49%

12%

39%

20%

23%

30%

34%

74%

Search for online ratings and reviews

Leave a question for visitors on the college's or university'ssocial media site

Talk with a family member, friend, or co-worker

Call someone at the college or university

Email someone at the college or university

Look for information on the college's or university's socialmedia site

Fill out a request for more information via the college's oruniversity's website

Browse the college's or university's website for information

22%

13%

9%

6%

7%

21%

5%

18%

10%

10%

8%

11%

24%

10%

21%

21%

17%

18%

5%

29%

21%

35%

27%

34%

34%

36%

16%

59%

13%

48%

21%

26%

33%

32%

77%

Gen Z likely to more extensively research choices

All Respondents Gen-Z


Personalized, multi-modal communication drives a deeper connection

Know your personas by audience

1

Build customized mobile-friendly outreach

2

Invest in your website3

Offer content on social media4

Progress

Current Situation

Many departments focus on driving leads but fall short in nurturing those leads through to enrollment

P R O G R E S S

78%

29%25%

19%17%

11%

77%

39%

28%

24%27%

14%

78%

27%24%

20%17%

12%

75%

29%

23%

15%12%

6%

Email Over the phone Online livechat Traditional mail Text message Social media

Which method of communication do you prefer for interacting with a college or university during application and enrollment?


Email is actually NOT dead!


84%

52%

32%

16%

28%24%

56%

24%

44%

20%

12%8%

72%

19%21%

28%26%

19%

66%

40%

16%

29%

13%

5%

Email Over the phone Online livechat Traditional mail Text message Social media

Which method of communication do you prefer for interacting with a college or university during application and enrollment?

Millennials - Y Millennials - M Millennials - O Gen X

Email and phone offer opportunity to re-engage with stop-outs

Survey Results: Stopped College, By Generation

36

7%

44%

31%

15%

2%

Within 4 hours Within 24 hours Within 2 days Within a week Over a week later

If you left a voicemail for or sent an email to a college or university, how quickly would you expect to receive a response?

Expectations are high for follow-up

75%Expect a response to a voicemail or e-mail within 24-48 hours

↓


How important would the following be? (% saying somewhat or very important)


92%88%

58%

83%78%

44%

78%73%

51%

77% 74%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Receiving an email reply from the college oruniversity

Receiving a call back from the college or university Receiving a response on social media from thecollege or university

Millennials - Y Millennials - M Millennials - O Gen X

Email and phone responses are critical and social media is not to be ignored

Nurturing and follow-through secure the return on your marketing investment

Plan: Identify outreach activities that will occur regularly, up to 18 months from time of inquiry

2

Segment: Divide enrollment process by funnel stage, persona, and possibly program/offering

1

Track: Optimize your messaging, modalities, timing, and pacing based on results3











⎯ ANSWERS ⎯

Wrap-up

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