This survey uncovers the motivations driving most targeted segments for education marketers: high school students and their parents. Public and private four-year institutions, community colleges, and vocational education programs are facing significant challenges impacting enrollment:

1. DECLINING ENROLLMENT: Colleges and universities will face a substantial decrease in the number of prospective students. This decline is projected to be 15% over the next few years, translating to a loss of approximately 576,000 students caused by a drop in birth rates during the 2007 Great Recession.

2. FINANCIAL STRAIN: With fewer students, institutions will experience reduced tuition revenue, which could lead to budget cuts, downsizing, and even closures of some colleges, particularly those that are already financially vulnerable.

3. INCREASED COMPETITION Schools will need to become more competitive to attract a shrinking pool of students. This might involve enhancing marketing efforts, offering more scholarships, and developing unique programs to stand out. Many schools are trying to grow by offering more online or hybrid options to boost enrollment while increasing competition overall.

4. SHIFT IN PROGRAM OFFERINGS: There will likely be a greater emphasis on career-oriented and skill-based programs to meet the demands of the job market and attract students looking for practical, employable skills.

1. BRIDGE TO 4-YEAR EDUCATION: Demand for 2-year community colleges will likely increase as four-year institutions are grappling with perceptions of high cost and an overall decline in population due to the enrollment cliff. “Start here!” messaging will be attractive to cost-conscious prospects and their parents who will save on tuition and campus housing associated with 4-year options.

2. VOCATIONAL AND ASSOCIATE DEGREES: For some states, community colleges fill the vocational education niche completely. In addition to transfer students, these colleges offer 2-year degrees and shorter certificate programs that graduate students who are pre-matched to workforce demands in their area.

1. RISING DEMAND: As traditional four-year institutions struggle with enrollment, vocational and technical education programs may see an increase in interest. These programs offer direct pathways to employment, which can be appealing in a tight job market.

2. EXPANSION OF PROGRAMS: Vocational schools may expand their offerings to include more diverse and advanced training programs, aligning with industry needs and technological advancements.

3. PARTNERSHIPS WITH INDUSTRY: To ensure their programs remain relevant, vocational schools will likely strengthen partnerships with local businesses and industries. This collaboration can help tailor curricula to the skills employers are seeking.

4. FLEXIBILITY AND ACCESSIBILITY: Vocational education programs should focus on increasing flexibility and accessibility, offering more online and hybrid learning options to accommodate a wider range of students.