What data tell us about the non-traditional student and student success Chris Tilghman

1. What data tell us about the non-traditional student and student success Chris Tilghman Director, Program Development

2. John Giang Student Brandman University

3. What data tell us about the non-traditional student and student success • Today’s agenda • An overview of the student lifecycle • What challenges and opportunities present themselves at each stage? • Review of data • What motivates non-traditional students to inquire at a particular university? • Which programs and universities are most responsive to prospective students and provide comprehensive information? • What drives adults to return to school, and what influences their choice of institution? • Whatdecisions are you making about admissions requirements for adult-serving programs? • Why do some non-traditional students drop out?

4. Data inform the student experience at each stage of the student lifecycle Where along the continuum do students drop and why? Inquiry Application Registration Start Term 1-2 Ongoing • Connects goals to experience with university • Feels motivated • Can balance schoolwork with other commitments • Has the knowledge and skills to anticipate and address financial aid, health and academic support challenges • Receives comprehensive and responsive information on admissions process • Understands the university’s unique value proposition • Knows long-term goals • Sees how goals fit with university • Understands enrollment process and timeline • Connects student to key admissions staff, program directors • Completes admissions process • Builds relationship with university • Able to connect with key program staff • Is prepared for success • Stays on track to graduation and is prepared for career success and loan repayment Personalization & Touch

5. InsideTrack Coaches gather insights on what motivates prospective students InsideTrack Coaches work with students to: Engage In university’svalue & strength Engaged students Start well-prepared, succeed & persist + Gather insights On competitors and inquiry/ admissions/ enrollment process Motivate To enroll = + + Universities Grow enrollment, gaininsights into enhancing the student experience Prepare For academic success

6. Sam Benton Gary Burns Elena Capshaw Eric Hansen Nancy Martin Susan Potter Tara Wilcox We record and analyze qualitative and quantitative data on students’ experiences Collected during one-on one student/coach sessions Informs the continuous improvement of the student experience Provides university partners with actionable insights InsideTrack Catalyst System Coaching Management System

7. We conduct market surveys to gain insights into the student experience Our secret shopper program targets the inquiry process Assess inquiries by Web, email, and phone based on: • Time to respond • Method of response • Adequacy of response Assess whether information was sufficient to: • Evaluate the program • Determine if qualified • Understand application process • Understand personal / financial commitment • Responsiveness • Comprehensiveness

8. 1: What motivates non-traditional students to inquire at a particular university?

9. Referrals drive inquiries as much as any other factor • Top 3 reasons = 50% • 4 of top 7 = fit with lifestyle • Convenience, location, class format, flexible scheduling • Consistent with prior research Differences between bands are significant at 99% level n=12,478 How do you ensure a solid stream of referrals?

10. Non-starts committed to their education often choose a competitor • Top reason = a competitor • Below the median • Finances • Delay to subsequentterms Differences between bands are significant at 99% level n=18,088 What drives a prospective student to a competitor vs. your institution?

11. 2: Which programs and universities are most responsive to students and providecomprehensive information?

12. Private sector universities received the highest overall rating from “prospective students” Overall ratings of comprehensive and responsiveness Inquiry analysis of 150 for-profit and non-profit programs N = 40 N = 75 N = 35

13. Private sector universities received top ranking on adequacy of information about commitment level Adequate information on personal/financial commitments All Non-Profit Private Programs All Private Sector Programs All Non-Profit Public Programs Inquiry analysis of 150 private sector and non-profit programs

14. University 3 Do you know how your service delivery measures up against competitors? Sample Data Set: All Universities in the Northeast Region 10 Comprehensiveness (HIGH) University 4 Responsiveness(LOW) Responsiveness(HIGH) University 1 10 0 Northeast Region Perceptual Map University 1 University 2 University 3 University 4 University 5 University 2 University 5 • Assessed on: • Responsiveness • Comprehensiveness • Professionalism/Attitude • Information Quality 0 Comprehensiveness (LOW)

15. 3: What drives adults to return to college and what influences their choice of institution?

16. Career advancement ranks highest as the reason why students return to college Top reasons for returning to college: All program types n=12,434

17. Graduate students are more likely to seek career advancement than undergraduates Top reasons for returning to college: Graduate vs. undergraduates n=7,199

18. Convenience drives choice for all students Top reasons for choice of university: All program types n=26,682 * Financial = Cost/Financial Aid/Union or Military Tuition Reimbursement

19. At selective institutions, students view convenience, program availability, and reputation almost equally n=26,857 * Financial = Cost/Financial Aid/Union or Military Tuition Reimbursement *Top reasons for choice of university <70% Acceptance vs. >70% Acceptance vs. Open Enrollment 27.9% 25.2% 21.4%

20. 4: What decisions are you making about admissions requirements?

21. Are your university’s inquiry and application processes tailored to the nontraditional student? Key barriers to growing enrollment • Failure to receive adequate information in a timely manner • Failure to tailor admissions process and requirements to adult students What students need Inquiry Application Registration • Completed admissions process • A relationship with university • Comprehensive and responsive information on admissions process • Understanding of the university’s unique value proposition • Knowledge of long-term goals • Awareness of how goals fit with university • Understanding of enrollment process and timeline • Connection with to key admissions staff Personalization & Touch

22. The data that follows is from a recent mystery shopping exercise on 38 adult-serving programs

23. Flexibility in the application process supports enrollment growth Most programs accept applications within a few days of the start date Application deadlines • 32 (84%) accept applications within one month or less prior to the first day of classes • 11 for-profit; 12 private non-profit; 9 public non-profit* • 18 (47%) extend the deadline to a week or less before classes • 8 for-profit; 5 private non-profit; 5 public non-profit** *All for-profit universities vs. 78% of non-profit universities **73% of for-profit universities vs. 37% of non-profit universities

24. A timely evaluation process offers a competitive advantage Most programs notify students of theiradmissions result within a week • 27 (71%) notify students of admission status within one week or less after they submit their application materials, including: All for-profit (11) in the sample notify students of their acceptance within a week as compared with 59% of the non-profits (9 private non-profit; 7 public non-profit).

25. Requiring high school transcripts can create a barrier for the adult student Only 9(23%) require high school transcripts • Of those requiring transcripts: • 5 non-profit; 4 for-profit • For the rest, requirement is waived if evidence of: • Previous college coursework (e.g., University of Massachusetts, University of North Carolina) • A specific number of earned college credits (e.g., University of Alabama)

26. Failure to provide an unofficial transcript review can drive students to competitors Twenty-four (63%) provide an unofficial evaluation • Findings reflect a broad distribution of institutions • 7 public nonprofit; 9 private non-profit; 9 private non-profit; 8 for-profit institutions • Most others offer an official evaluation within a week of receiving transcripts

27. Willena Glaster, B.A. Graduate Brandman University

28. 5: Why do some non-traditional students drop out early?

29. Academics is not a leading cause of early exit • The top 2 reasons • Nearly 30%, managing life outside of school • Finances a close second 99% confidence level between bands n=30,413 How do you help students overcome these barriers?

30. Drop reasons vary somewhat by gender • Male students • More likely to drop out overall • Female students • More likely to cite health reasons, lack of support n=28,469 For both cohorts managing commitments is the top drop reason

31. Drop reasons vary significantly by age group • Differ by age • Age 25+ • Managing personal commitments • Under 25 • Effectivenes, commitment to graduate Managing Commitments and Finances results with 40 and over group are significant at the 0.05 level; all other highlighted results are significant at 0.01 level after Bonferronicorrection for multiple tests n=28469 Finances is a hurdle for all ages

32. Does your university provide guidance in “contingency planning”? What students need The key drop reason • Inability to manage commitments outside of school Start Term 1-2 Ongoing • Understanding of how goals connect with experience at college • Motivation • Ability to balance schoolwork with other commitments • The knowledge and skills to anticipate and address financial aid, health and academic support challenges • Connection with key program staff • Preparation for success • Ability to stay on track to graduation and prepare for career success and loan repayment Personalization & Touch

33. Clarisa, here is a suggestion for training in coaching

34. What data tell us about the non-traditional student and student success Chris Tilghman Director, Program Development

35. Appendix: InsideTrack Coaching for increased engagement, retention, and completion

36. We’ve been driving student engagement and success for more than a decade • More than 350,000 students Coached • 10-15% impact on enrollment • 15% impact on retention and graduation • Home Office: San Francisco • Coaching Centers: Portland, San Francisco

37. InsideTrack Coaching provides the right intervention at the right intensity for every stage Inquiry Application Registration Start Term 1-2 Ongoing • Understand student’s needs • Introduce university • Confirm admissions eligibility • Communicate university value proposition • Ensure understanding of enrollment process and timeline • Connect student to key admissions staff • Reinforce decision to attend university • Ensure student completes admissions • Build relationship • Connect student to key program staff • Prepare student for success • Connect goals to experience at school • Provide motivation • Assist with time management • Collaborate on solutions to financial aid, health and academic support challenges • Keep on track to graduation and prepare for career success and loan repayment Personalization & Touch

38. InsideTrack Coach Student InsideTrack Coaching connects students’ long-term goals to their daily activities Clarify where student wants to be after graduation Connect to what student needs to accomplish every week Help organize student’s commitments to get work done Motivate student to overcome obstacles Reaffirm value of the university + = LONG-TERM GOAL Registered Nurse

39. Recent Stanford research confirms controlled study results and highlights cost-effectiveness “The results are clear: retention rates were greater in the coached group and the results do not change when we control for key demographic factors.  Moreover, the expenditure is much smaller than that which would be required under an alternative policy.” Professor Eric Bettinger, Stanford University Percentage increase in retention and graduation

40. InsideTrack receives extensive coverage as the leader in student coaching in national media