Navigating The ‘Admissions Funnel’

The Wall Street Journal: “Enrollment managers call it the admissions funnel. At the top is a huge pool of prospects. At the bottom is the handful of students who enroll. And in between are inquiries, applications and admissions. The funnel isn’t new, but several developments in recent years have made it more difficult to hit the enrollment target … To help compensate for the uncertainty, schools assemble large pools of prospects by buying the names of high-school students from the organizations that administer the SAT and ACT college-admissions exams, as well as other vendors who solicit contact information from prospective college students.”

“If students don’t respond to unsolicited contacts—often in the form of mailings that may include a prepaid postcard to request additional information—they will be dropped from a college’s list of prospects … Students who respond, or initiate contact with a school on their own, filter down to the next level of the admissions funnel, the pool of inquiries, which include students who have demonstrated an interest in the school—a more desirable group than the cold leads … Meanwhile, thanks to common applications and ‘snap apps,’ colleges and universities receive more submissions than ever. Common applications allow students to submit the same application to multiple schools. Snap apps go several steps further.”

“Having lots of applicants allows schools to appear more selective when they admit students, which may help improve their rankings on best-college lists, but for enrollment managers, it’s all about conversion rates: The number of prospects that convert to applications, the number of applications that convert to admissions, and the number of admissions that convert to enrollment.”

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Which Schools Are The Best Investment?

Business Insider: PayScale’s College ROI Report helps students “decide which school is the best fit for their career goals and their financial situation … PayScale says, however, that this doesn’t mean students should pursue only majors with the highest earning potential or make decisions about where to attend school based solely off college ROI rankings. They need to do what will make them happy — but it doesn’t hurt to be educated on their potential return.”

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Quote of the Day: Bill Gates

“I think the value of getting a great education – that is going to college – is easy to underestimate. The most interesting jobs require a college education. The STEM related jobs are probably the most interesting although they are not for everyone. The value of staying curious – reading a lot and learning new things even after college is also underestimated.” – Bill Gates, college dropout.

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University of Netflix: Cutting the Cord on College Costs

The Washington Post: “College has a lot in common with your cable TV package, according to Michael Horn, a principal consultant at innovation agency Entangled Solutions. As schools plow money into new dorms, administrative costs and sports stadiums, some students find themselves paying for ‘channels’ they have no use for. Horn is co-chairing a new group to make ‘cutting the cord’ a viable option for students who find college painfully expensive and poorly suited to their needs.”

“The task force is creating a nonprofit to develop modern standards for ensuring the quality of a higher education at a decent price. Horn says the existing accreditation system is broken and hampers innovative programs that could address the affordability issue. He says a fresh take on certification will open the door for the Airbnbs and Ubers of higher education.”

“You really want just the accounting degree and you also get the football team alongside it,” Horn said. “You’re paying for things that you will never ever use. It’s not tailored to actual needs.”

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