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Craig P. McGuinn II
Executive Vice President
Ward Media, Inc.
December 2008
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Who are your clients and what do you do for them?
We serve Grand Canyon University, Ottawa University (KS), Kaplan University, American InterContinental University, Education Management Corporation and two hundred more. We generate leads for them online and by telemarketing. During the past seven years we have become very good at designing, executing and optimizing effective campaigns. Our clients are enrolling those people in classroom and online curricula.
Is there a particular technique or tool that your clients appreciate?
Yes. We optimize results by an extensive use of data analytics. With our proprietary software we can match characteristics like creative material, feeder site genre, day, date, time, etc. to the most desirable enrollments, and to those who progress to graduation.
How might the college marketplace change in the 21st century?
The market will continue two paradigm shifts that have already begun and U.S. colleges will have to deal with them. Online learning is continuously more attractive to an ever larger segment of college buyers. Also underway is a money shift of serious proportions. Family funds, endowments and even government funds for college are diminishing. Private loans have disappeared completely. The money available to purchase what colleges are offering will be seriously affected beginning in mid-2009.
What are the segments of today's adult higher education market?
There are 3. (1) Adults who need a trade or specific occupational skill to insure employability or make a career shift. (2) Working adults who believe their long-term career or pension opportunities will be enhanced by an Associate or Bachelors degree. (3) Bachelors degree holders who want a higher degree that can be obtained while employed full-time.
What are the essentials of successful adult education enrollments?
It's extremely important to properly qualify interested prospects. That involves asking questions like "How many hours per week will you have available to pursue your studies?" It's also important to follow up soon after interest is expressed. Ongoing analytics come next; they are a must and they must be continuous.
What schools have made a noticeable impact in that market?
University of Phoenix made an impact well before the internet, but University of Maryland University College was there decades before that. Today's most impressive grower is Grand Canyon University which enrolls 20,000 online students today, up from 3,000 students in 2004.
What schools may be in the next wave?
Some big state schools are making big moves. Arizona State University signed an agency of record with very agressive enrollment goals. Penn State World Campus is aggressively growing their online student body and offers sixty degree programs online, bachelors and masters. Even a smaller school like Ottawa University has big plans.