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More than Half of Higher Education Institutions Did Not Meet Enrollment Goals in 2013

September 18, 2013 Kathy Bryan

According to a new study published by Inside Higher Ed, admissions directors from most higher educational institutions, regardless of sector, are concerned about meeting enrollment goals in 2013.

Some of the surprising results found in the “2013 Survey of College and University Admissions Directors” report include:

  • 76 percent of admissions directors were at least moderately concerned about meeting new student enrollment goals in 2013
  • Only 41 percent of admissions directors achieved their new student enrollment goals as of May

“Higher education enrollment has become increasingly challenging over the past few years. No longer can you just open your doors and expect students to walk in,” said Todd Eicher, CEO of Sparkroom. “Successful enrollment marketing requires a dedicated team executing a strategic, performance-based plan designed to increase enrollments while also tightly managing the cost of recruitment. With the right plan – and the right tracking in place – not only do students walk in, but you know why and exactly how much it cost.”

Additional highlights from the Inside Higher Ed report include:

  • Increased effort is anticipated for the recruitment of undergraduates – especially full-time, transfer and minority students
  • 85 percent of schools included in the survey are increasing enrollment of their online degree or certificate programs (asked only of respondents from schools with online degree/certificate programs) and 32 percent feel the online programs are very important to their institution’s total enrollment
  • College counselors, data-driven college counseling tools and financial aid/scholarship websites are believed to be the most effective tools to help students find the best fitting institution; college rankings were rated the poorest tools

About the Author

Kathy Bryan

Kathy Bryan is the EVP, Head of Corporate Marketing at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the largest single entry point for marketers seeking scalable and reliable, martech-enabled digital media distribution.

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