On November 1, 2016, the U.S. Department of Education announced final regulations to protect student borrowers against misleading and predatory practices by postsecondary institutions and clarify a process for loan forgiveness in cases of institutional misconduct. According to the Department:
Giving borrowers access to consistent, clear, fair, and transparent processes to file claims;
Empowering the Secretary to provide debt relief to borrowers without requiring individual applications in instances of widespread misrepresentations;
Protecting taxpayers by ensuring that financially troubled institutions provide the government with protection against the risks they create and that institutions whose actions lead to discharges of Federal student loans are held responsible;
Helping students make more informed decisions by requiring proprietary schools with poor loan repayment outcomes to include a plain-language warning in their advertising and promotional materials;
Ensuring affected borrowers have information about loan discharge when schools close and access to an automated process; and
Banning schools from inducing students to sign pre-dispute arbitration agreements that waive their rights to go to court and bring class action lawsuits based on borrower defense claims.
According to new research published by UPCEA and Helix Education, 83 percent of higher education professionals surveyed have no knowledge of the cost-per-inquiry of their most effective marketing channel for undergraduate inquiry, and more than half made the same indication for graduate inquiry. Additionally, less than half of higher education professionals go through a formalized process when determining which new programs to develop. Leading by Gut or by Data: The Data-Driven State of Higher Ed Decision Making reveals the extent to which institutions apply data across the student lifecycle, where data gaps exist, and how institutions are mitigating barriers to the data-driven mindset.
Marketing department media expenditures have been an important topic in student recruitment operations for more than 20 years. During the past decade, higher education providers have experienced a dramatic shift from print to electronic media as the main driver of their marketing operations. The resulting increase in electronic media expenditures has added a layer of complexity to the overall operations of marketing departments. To plan and budget strategically, and to compete in this emerging digital landscape, these departments must arm themselves with solid enrollment data and marketing metrics. To understand the current landscape of the marketing operations of higher education institutions, University Professional and Continuing Education Association (UPCEA) commissioned a survey of members and partnered with Helix Education for a study examining media expenditures and budgeting strategies of various providers of higher education marketing departments.
Snapshot of Key Findings
- Electronic media spending has shifted from 4% of media budget in 1999 to 41% of media budget in 2014.
- Marketing departments spend an average of $1,037,651 on marketing expenses, nearly half of which is dedicated towards media expenditures.
- Eighty-three percent of respondents did not know the cost-per-inquiry of their most effective undergraduate marketing channel, and fifty-six percent did not know the cost-per-inquiry of their most effective graduate marketing channel.
- Almost 70% of respondents did not know their overall conversion rate from point of inquiry to first-day start, and nearly half did not know their cost per enrollment.
UPCEA Members: Click here to login to CORe to download the complete PDF of the report.
Not an UPCEA Member?: Call 202-659-3130 for more information.