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Declaration of Independents: The Rise of the College Consultant

Declaration of Independents: The Rise of the College Consultant. Presenters:. Jenny Umhofer Owner and Founder of Colledge. Mark H. Sklarow CEO of IECA. Gael Casner President of HECA & Owner of College Find. Dr. Steven Mercer WACAC Board & Founder of Mercer Educational Consulting.

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Declaration of Independents: The Rise of the College Consultant

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  1. Declaration of Independents: The Rise of theCollege Consultant

  2. Presenters: Jenny UmhoferOwner and Founder of Colledge Mark H. SklarowCEO of IECA Gael CasnerPresident of HECA & Owner of College Find Dr. Steven MercerWACAC Board & Founder of Mercer Educational Consulting

  3. Purpose of Session v WACAC Mission Statement • The role of the College Consultant within WACAC • Growth of Educational Consultants, nationally, locally • WACAC Task Force • Case Studies, High School Counselor Relations • HECA and IECA Associations

  4. Mark SklarowCEO of IECA

  5. Declaration of Independents:Five Dramatic Changes • GROWTH! Who, what, why, how, where? • Are our clients “DIFFERENT?” • Swifter, smarter, BETTER informed • Impact of enrollment management, BIG DATA • Delivery of SERVICES

  6. #1: Is the profession growing? • Back in 2005 • 1300-1500 domestic • 100 international • 4,000 ‘dabblers’ • And in 2014 • 7-8,000 domestic • 600 international • 10-15,000 ‘dabblers’

  7. Why the Growth?

  8. …all of which results in a few additional trends… • Growth in multi-IEC practices • Increased specialization • Expansion beyond big cities on 2 coasts • New technologies for IECs • Office Management, College Data, Career Exploration, Web Developers • IEC Partnerships • Test Prep, Financial Aid, Essays, Portfolios, Video

  9. Meanwhile independent researchers have found evidence of GROWING INFLUENCE beyond size! Effectiveness of Advice Students Receive. What Inside Higher Education Found: In a 2012 survey, hundreds of college & university admission directors were asked about the relative ‘effectiveness’ of varied information sources on students seeking admission to their school. For the first time, public school counselors did not even make the list’s ‘Top 5 Influencers.’ They were replaced on the list by Independent Educational Consultants.

  10. Independent Measure of Student Use of IECs • Other independent research was conducted on use of IECs (by Lipman Hearne with NRCCUA). The results shocked everyone in admissions... Except us! • It found that 26% of ‘high-achieving’ seniors hired an independent educational consultant in their college search/application process.

  11. #2: Students that work with IECs do not behave like other students.

  12. Students working with IECs are FOUR TIMES MORE LIKELY to attend private, non-profit colleges: Among all students: in 2005 – 21% in 2013- 16% Working with IECs in 2005 - 70% in 2013 - 65%

  13. Those working with an IEC are THREE TIMES more likely to attend college out-of-state: 63% do so, compared to 20% of all students.

  14. IECs working as college advisors place an averageof 13.3 schools on a student’s ‘list.’ Filing an average of 8 applications.

  15. Nationwide NIH estimates that 5-10% of all adolescents have learning disabilities. IECs report that among their clients, the number is much higher: The AVERAGE: 22.4 % of IEC clients have a learning disability

  16. Why so Different? Student : Counselor RatiosAccording to the U.S. Department of Education, Office of Education Guidance: In public schools there is a ratio of:476 students : 1 counselorIn California:1,016 students : 1 counselor Average case load for IECA Members? 40

  17. Why so Different? U.S. public high school students receive an average of 38 minutes of personal advising on college admission. That’s not per week. Or per month. Or even per year. That’s 38 minutes over their entire high school years. -U.S. Department of Education

  18. Public school districts expect more while increasing case loads, decreasing resources, limiting professional development, support, and travel, and requiring evermore amounts of paperwork while adding non-advising responsibilities in testing, arrival and departure duties, and more.

  19. Time Commitment School-Based Most public school counselors restricted to appointments during school hours 8am-3pm x 5 days/week = 35 hrs/week IECs 82% see clients late afternoon & evenings 79% communicate with clients on weekends 28% work more than 50 hrs/week

  20. August 2012 Report from IQS Research: Just 4 in 10 high school students reported receiving ANY college-relatedinformation from their school counselor.

  21. #3 The Need to be Swifter, Smarter, More Informed IEC IEC

  22. IECs are Expected to… • Be experts locally, regionally, nationally, globally • Visit campuses regularly • Read more • Discuss more • Use online opportunities more • Maintain more contact with student & family • Engage in the highest ethical practices

  23. #4 The Era of Enrollment Management / Technologies

  24. Big Data • We are in the age of algorithms & predictive analysis • Colleges integrating lessons from big retailers: uncover patterns of consumer behavior • Improved college-by-college predictions for GPA, likelihood of transfer or graduation • Institutional needs trumping lofty goals • Ability to track demonstrated interest, success of discounts, strategic pricing on yield

  25. Tracking Potential Applicants • Opening emails? • Visiting website? • Checking application status? • Called school? How long did call last? • Connecting on Facebook? • Following admission office/other college tweets? • Predictive: above data + zip codes, homes school, etc. • Data informs the college how to weigh applicant

  26. #5 Innovation & Differentiation

  27. Delivering Services in New Ways • Using New Technologies • Serving Students Globally • Group/Individual Hybrids • Alternate ‘Packages’ • Expert Assistance • Alternate Payment Plans • Specializations • And…

  28. Fee for Service is Just One Model

  29. Today’s IEC is defined by the intensity and thoroughness of their work. The traditional “fee for service” is just one model. New ones are emerging… • Through the work place / HR benefit • Establishing a non-profit • Through Community-Based Organizations • Traditional Youth Organizations • New groups to serve home-schoolers, online students & more

  30. Thank You Mark H. Sklarow CEO, Independent Educational Consultants Association 3251 Old Lee Highway, Suite 510, Fairfax, Virginia 22030703-591-4850|msklarow@IECAonline.com|www.IECAonline.com Twitter @IECA | Follow IECA on Facebook

  31. WACAC Task Force Dr. Steven MercerEducational Consultant & Founder of Mercer Consulting

  32. Case Study -- Relations with School-Based Counselors Jenny UmhoferOwner & Founder of Colledge

  33. Gael CasnerPresident of HECA & Owner of College Find

  34. Brief Overview

  35. HECA’s Mission • Support and advance the work of educational consultants as they help students realize their full educational potential…with attention to access and equity for all students. • Advance professional, ethical conduct, and standards for the profession of college admissions consulting.

  36. To be eligible to join HECA, you must: • Hold a bachelor's degree or higher from a regionally accredited, not-for-profit college or university. (79% of current members have a master’s degree or higher.) • Demonstrate experience: • As an educational consultant for 2 years, or • As a high school counselor or college admissions officer for 2 years with the intent of becoming an independent educational consultant, or • By providing proof of completion of a practicum based college counseling certificate program. • Have attended one or more professional college admissions conferences within the last 18 months, and a minimum of 10 college visits within the last 12 months.

  37. To be eligible to join HECA, you must: Commit to ongoing professional development through attendance at conferences, workshops and through visits to college and university campuses. Agree to abide by HECA's member Standards and Ethics Statement Attend HECA's new member orientation within a year of joining. One membership class. Cost: $200/year

  38. HECA’s Present • Robust organization that serves over 825independent educational consultants from 40 states and 18 countries • Countries include: Canada, China, Colombia, England, Greece, Guatemala, Hong Kong, Italy, Philippines, Portugal, Puerto Rico, Russia, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates

  39. How does HECA serve its members? • The annual conference • Over 280 registrants this year • Sessions for seasoned and beginning consultants • College tours • In past 12 months: 6 tours opportunities 28 unique colleges • The listserv • 679 subscribers

  40. How does HECA serve its members? • Monthly Webinars • Examples: Using the Secrets of Screenwriting to Write the College Essay, Financial Aid, Advising Visual Arts Students, Helping LD Students Prepare for College • Community Rep program (66 reps) • Close to 100 regional meetings this past year that offered networking and professional development • A way for colleges to easily connect with groups of HECA members throughout the US and abroad • Website Searchable directory, resource section, philanthropy info

  41. How does HECA serve its members? • Affiliates • Business support through products, services and discounts • New Member Institute • Led by HECA’s past presidents, some of our best leaders • Book Club • Example: College (Un)Bound: The Future of Higher Education and What It Means for Students, by Jeffrey J. Selingo

  42. What aspects of your HECA membership do you value most? Community Reps

  43. What Can I Tell You About the Independent Educational Consultants Association in 5 Minutes?

  44. IECA Membership

  45. Types of Membership • WHY different types? • Professional • Associate • Student

  46. We Focus on 5 Things Education: Helping members stay informed & knowledgeable on college admission issues Helping members on counseling& adolescent issues Connectingmembers to colleges & the major players in higher education Peer support Ensuring members have the skills to be successful at running a small business

  47. Education • Monthly Webinarsremain available on demand • Summer Training Institutes (East & West) • Co-sponsor w/NACAC Transitioning Seminar, Retreat • 2 National Conferences (Fall & Spring) • 950 to 1300 attendees each • Online education center, library, original research & bookstore • IEC Blog, Newsletter • Campus Tours (this year: 48 college campuses)

  48. Peer-to-Peer Mentoring Linked-In Group Facebook & Twitter (over 6,000 connections) TalkList Roundtables Book Club

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