Media Expenditures Budgeting Among Higher Education Providers
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.
Authored by
Learn more about UPCEA's expert consultants.
Do you need help with your PCO unit or campus? We can help. Contact UPCEA Research and Consulting for a brief consult. Email [email protected] or call us at 202-659-3130.
Trusted by the nation's top colleges and universities, UPCEA Research and Consulting provides the best value in the industry today. UPCEA's industry experts have years of experience in Online and Professional Continuing education - put them to work for you!
UPCEA Research and Consulting offers a variety of custom research and consulting options through an outcomes-focused pricing model. Find the option(s) that best suit your institution.
Learn more about UPCEA Research & Consulting
The UPCEA Difference
Unmatched Experience: For more than 100 years, UPCEA consultants have exclusively served the needs of online and professional continuing education programs. UPCEA consultants leverage their extensive industry expertise to expedite solutions, anticipate upcoming shifts, and offer distinct best practices, effectively aiding clients in achieving their goals.
Cost Effectiveness: As a nonprofit, member-serving organization, we provide unmatched value, allowing you to maximize limited research and consulting budgets.
Action in Motion: Our cadre of experienced, skilled authorities and expert practitioners propels you forward, translating research and consulting into impactful implementation, a distinctive hallmark of UPCEA. Our team of current and former institutional leaders will support you, turning research and consulting into action.
Mission Alignment: Like you, our mission is to enhance and expand educational opportunities and outcomes for adult and other non-traditional learners. We share your values and work in partnership with you to advance access and excellence in education.