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We want y ou: Marketing highly selective four year colleges to veterans

We want y ou: Marketing highly selective four year colleges to veterans . Kim Blank M.Ed. Higher Education Administration College of William and Mary. Presentation Outline. Background information Selection & Methodology Survey Selected R esults Interpreting Results Practical Application

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We want y ou: Marketing highly selective four year colleges to veterans

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  1. We want you:Marketing highly selective four year colleges to veterans Kim Blank M.Ed. Higher Education Administration College of William and Mary

  2. Presentation Outline • Background information • Selection & Methodology • Survey • Selected Results • Interpreting Results • Practical Application • Recommendations

  3. Background • Servicemen’s Readjustment Act of 1944 (also called the G.I. Bill) • Educational benefits • College, business • Technical or vocational • Apprenticeship/job training • Flight training

  4. Background • Veterans’ Adjustment Act of 1952 • Added Korean War veterans • Veterans Readjustment Benefits Act of 1966 • Added those who served in times of war and peace • Veterans Education Assistance Program (VEAP): in response to the transition to an all-volunteer military • Montgomery G.I. Bill

  5. Background • VEAP was Chapter 32 (for those who entered active duty between 1/1/77-6/30/85): contributions matched 2:1 • Post-9/11 G.I. Bill (Chapter 33) initially approved in 2008 and updated in 2010 and 2011 • Extends eligibility to members of the National Guard • Adds provision for distance learners

  6. Selection • Carnegie Classifications of Institutions of Higher Education • Highly selective • Not-for-profit • Four-year • 338 colleges/universities • Remove non-English language websites • Remove for-profit • Collect email addresses for chief enrollment officers (VP Enrollment, Director of Admissions, etc.)

  7. Methodology • Qualtrics Survey System • Emailed survey to chief enrollment officers (personal email addresses when possible) • Reminder survey one week from initial email • 43/50 responses within the first week • 4 respondents requested results

  8. Survey • Add stuff here • REMEMBER TO CITE

  9. Survey • Add stuff here • REMEMBER TO CITE

  10. Survey • Add stuff here • REMEMBER TO CITE

  11. Survey • Add stuff here • REMEMBER TO CITE

  12. Survey • Add stuff here • REMEMBER TO CITE

  13. Survey • Add stuff here • REMEMBER TO CITE

  14. Selected Results Approximately how many veterans attend your institution?

  15. Selected Results Does your institution have a separate office dedicated to services for veterans?

  16. Selected Results Who tracks individual G.I. Bill users at your institution?

  17. Selected Results Does your institution contribute additional or matching funds (grants, scholarships, fellowships, etc.) to supplement G.I. benefits?

  18. Selected Results Have you seen an increase in veteran applicants in the past 4 years (since 2008)?

  19. Selected Results Does your admissions office and literature include any specific information for veterans?

  20. Selected Results Does your university market specifically to veterans?

  21. Selected Results How well do you think your institution supports the unique needs of veteran students through the services you have previously identified?

  22. Selected Results • “We are currently looking into a variety of other services, such as a veterans orientation, programs to improve transition from the military to college, retention, and graduation. We are working closely with the collegiate student veterans group to ensure that the services we are providing and the avenues we are pursuing are meeting the needs of the veterans.” • “Our small class size and student to teacher ratio of 11:1 makes the return to the classroom for most veterans far less daunting… Most of our students fit the Army ROTC “Scholar, Athlete, Leader” model.”

  23. Website Screenshots

  24. Website Screenshots

  25. Website Screenshots

  26. Website Screenshots

  27. Website Screenshots

  28. Website Screenshots

  29. What do they mean? • Enrollment is on the rise– should universities be acting differently? • Only approximately ½ mention veterans in their literature– could they add just a line or paragraph? • Many respondents are unsure of marketing strategies (see question 16) • Few universities require separate offices, since the numbers are not large

  30. Practical Application • A separate office isn’t typically necessary • Many institutions provided website links; could create a linked page at little cost • Few institutions report specific literature; updates could be made to offer inclusion of basic info/link • Few noteworthy differences between states • Few noteworthy differences between public/private institutions

  31. Recommendations • Create prominent link on admissions website (many are hidden) • Update literature to include information for veterans (at least a link to the website) • Utilize outside sources (Veterans Toolkit, other websites) • Better training of admissions staff

  32. Additional Resources • My Wiki Page • http://kbmastersproject.wmwikis.net/ • G.I. Bill • http://www.gibill.va.gov/ • Yellow Ribbon Program • http://www.yellowribbon.mil/ • Toolkit for Veteran Friendly Institutions • http://vetfriendlytoolkit.org/

  33. References • See complete reference list at: http://kbmastersproject.wmwikis.net/References

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