Survey Insights: The Challenges and Opportunities
Due to technological advancements, economic pressures and ever-evolving societal needs, the landscape of higher education enrollment has changed dramatically in recent years.
Through our 2nd Annual Parents and Students Post-Secondary Education Survey, we gleaned useful insights into how high school students and their parents are researching post-secondary education options. We also describe several significant challenges currently impacting enrollment numbers and some opportunities for education marketers to transcend these rising concerns.
Challenges
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
Enrollment Cliff Impacts (Learn more about the Enrollment Cliff in our whitepaper here.)
- 2Labor Market Demands for Vocational Workers
- 3
Rising Education Costs
- 4
The ROI of Post-Secondary Education
Public and Private Four-Year Institutions
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.
Community Colleges
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.
Vocational Education Programs
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.
Opportunities
This whitepaper delves into these issues, offering insights and recommendations for stakeholders to navigate the evolving higher education environment. Through this report, we will shed light on the critical factors driving educational choices and offer actionable insights for educators, policymakers, and institutions striving to meet the needs of the next generation of students. Join us as we explore the findings of the 2025 outlook and gain a deeper understanding of the pathways that students and their families are considering in their pursuit of higher education.
Download
The 2nd Annual
Parent & Student Survey
FOR HIGHER EDUCATION
and learn how to better reach your most targeted enrollment segments: students and their parents.
This guide outlines the biggest current challenges of education marketers, and ideas showing how your enrollment strategy can overcome and thrive.
95%
of parents are using digital sources to research post-secondary options for their children
95%
of ALL teens use YouTube
2x
the number of parents are considering vocational schools than their children
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
OUR LATEST WHITEPAPER
The 2nd Annual
Parent & Student Survey
As we approach 2025, the landscape of higher education is undergoing seismic changes. Amidst these challenges, we conducted our 2nd Annual Post-Secondary Education Survey to better understand the perspectives of students and their parents. Now these insights are available for download.
