Helping Young Americans Chart a Path to Career Success Schools & Colleges Helping Young Americans Chart a Path to Career Success MEDIACENTER

The School Bell Rings for More Public School Students There were an estimated 50.33 million public preK–12 pupils for 2015, or 91% of all students in a public or private school. By 2022, the total will reach 52.95 million. Of these 50.33 million public school students, 35.56 million were in preK–8th grade, or 70.1%, while grades 9–12’s total was 14.77 million, or 29.3%. These totals will increase to 37.70 million and 15.26 million, respectively, by 2022. For the first time, the largest share of public school students enrolling for the 2014-2015 school season were from minority populations, at 50.3%, with white, or Caucasian, students representing 49.7%. MEDIACENTER

The Private School Squeeze Since 1995, private school’s share of total US student enrollments has decreased from 11.7% to 10%, and is forecast to decrease further to 9.1% by 2021. The first of the two trends that have led to this decline is that the number of Catholic school students decreased 22.7% from the 2004 to 2014 school years and 1,856 schools were close or consolidated, a 23.2% decrease. The second trend is the 70% increase in enrollments at public charter schools from 2009 to 2014, or more than 5% of all children enrolled in public schools. MEDIACENTER

Colleges Competing for Fewer Students The start of the fall 2014 college term saw total enrollments in the US decrease for the third consecutive year to 19.62 million, or - 1.3%, which is slightly better than 2013’s - 1.5% and 2012’s -1.8%. Only four-year, private, non-profit colleges registered an increase, at 1.6%, while four- year public colleges were statistically unchanged from 2013. It’s not that colleges are doing a bad job at educating students or it’s more difficult to be accepted, but because there are fewer high school graduates and fewer students older than 24 enrolling in college, as more of them are attracted to the improving job market. MEDIACENTER

The Fall and Rise of For-Profit Colleges Through fall 2013, for-profit colleges (many of which advertise on TV) were experiencing significant enrollment losses because of investigations by many states and a number of federal agencies. The University of Phoenix, the largest for- profit university, has seen its enrollment decrease from 460,000 students during 2010 to 213,000 for 2015; revenues have decreased from $5 billion to $2.7 billion; and 115 campuses were closed during 2012. With their aggressive advertising, for-profits started to reverse this trend with the start of the fall 2014 term, as indicated by the increasing number of enrollments of students 24 years of age and younger. MEDIACENTER

Community Colleges’ Enrollment Erosion Enrollment numbers at 2-year public, or community, colleges decreased during the fall of 2012, 2013 and 2014 for both students 24 years of age and younger and older than 24, at -2.8% and -14%, respectively, during the 3-year period. Like for-profit colleges, community colleges are attracting fewer students 24 and older because now they have better employment choices. During the Recession and recovery, many of these adults opted for an education instead of taking low-paying jobs. President Obama’s call for a free 2-year community college education may have the greatest benefit for Hispanic Americans, as students of this ethnicity were 22% of all students enrolled in 2-year community colleges during 2013. MEDIACENTER

The Digital Classroom Expanding online educational choices have helped two-year community colleges stop the decrease in enrollments. For example, Seminole State College increased its online course enrollment 15.5% from the fall of 2013 to the fall of 2014. Online education is also increasing for K–12 school children, as 30 states have statewide fully online schools, serving more than 315,000 students during the 2013-14 school year, a 6.2% increase. Virtual schools were available in 26 states with 740,000 enrollments in statewide supplemental online courses during the 2013-14 school year, which was equal to the 2012-13 school year. MEDIACENTER

Advertising Strategies Show local colleges that the decreasing number of high school graduates and adults, 24+, choosing to attend college is why they must aggressively advertise to grab a maximum share of a shrinking market. Daytime and late night is when their audience is watching TV. Look for local colleges that are increasing their online courses and explain why TV is the best medium to reach recent high school graduates as well as working adults who want to improve their education, but must work and are unable to attend regular classes. Two-year community colleges can use TV aggressively and successfully to reach students of ethnic minorities, promoting the lower cost, easier admissions and the value of a two-year education as excellent preparation for a traditional 4-year school. MEDIACENTER

Advertising Strategies Retirees and baby boomers will be an important revenue source for all institutes of higher learning. In retirement, these older consumers will look for ways to stay mentally active and also prepare for second careers, especially with regards to nonprofit work, civics, and local government. Advertising that targets baby boomers by offering second career education programs in not-for-profit management, business start-ups, personal finance, and entrepreneurship will boost enrollment. Non-profit and for-profit colleges should advertise open houses on television to reach local consumers and students. Seminars and introductory mini-classes covering different academic disciplines also appeal to students who don't feel ready to commit to a course of study. Colleges should offer a range of flexible payment plans and advertise these options on television to appeal to consumers who have the capacity to learn, but are worried about the money that could be involved. MEDIACENTER

Social Media Strategies Of course, college-age students are the primary and most-active social media users. Colleges must engage prospective students with plenty of photos and videos, as well all the detailed information young adults require to make well-informed choices. Colleges would do well to appoint selected students as “social media ambassadors,” posting regular comments, photos and videos about the positive benefits of their college experience. Prospective students are more likely to trust people their age than statements from college officials. Of primary importance to college students is the likelihood of being hired with the degree they earn. Colleges should post content about this topic as well as their graduates’ hiring statistics. If possible, invite one or more employers to upload regular comments or blog postings about whom they hire. MEDIACENTER

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