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Managing Director
Nelnet Education Services Inc.
January 2007
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Tell us about your background.
I earned a Bachelor of Science in systems management at James Madison University in 1995 and a Master's in higher education administration at Appalachian State University while working in that school's career development center. My work in career development and electronic student services really solidified my desire to help create solutions for students and institutions alike. In 1999, I went to work for Academic Software, followed by James Madison University as Associate Director of Financial Aid and then technical consulting roles with JPMorgan Chase and American Student Assistance. In November I celebrated my third anniversary with Nelnet, where my responsibilities have been centered around research and development. |
Describe your work in the metrics and ROI of persistence.
There is no shortage of solutions centered around admissions and recruitment. However, the solutions involving persistence and retention are fractured on many campuses. Unfortunately many campuses are steadfast in the use of recruitment methods from the past. My job is to show them metrics that substantiate a new way to look at applicants with the endgame focused on persistence and graduation. |
List some measurable revenues and expenses associated with admissions and/or attrition.
While persistence figures go down or remain flat, recruitment costs are steadily increasing. Today's campus is spending $1,800 - $2,100 per enrolled applicant. If he or she does not persist, the replacement costs are considerably more. Your reader may be shocked to know that it could be as much as four times more. |
What are some conspicuous differences between adults and youths as customers?
While a youth may be accompanied by a parent during the admissions process, an adult student is solo. Youths and their family buying committee will actually research the purchase much more than an adult shopping for himself or herself. The adult's decisionmaking is more likely to be driven by location and ease of access. Adults weigh prices more carefully than youths. But adults are service-minded and will pay more for perceived quality. |
What facts are emerging about the purchase of higher education among community college families?
Family perceptions of community college have changed. It's evidence that the hard work invested in articulation agreements is paying off for those schools. So a family sees an affordable pipeline to a four-year degree. However, our metrics say in many cases, such students are taking an extra two years to get that degree. |
What factors contribute to that?
The receiving school may grant 60 credits, but because of course availablity problems or a change of major, the student may have to spend increased upperclass time and money to satisfy degree requirements. |
Can you suggest one breakthrough solution?
If you're an undergraduate business major or engineering student, there are internships for you. Our industry should expand the use of internships across more disciplines, even at community colleges. |
TOPICS: Admissions, Leadership, Marketing
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