 |
|
|
|
|
|
|
Think a
New Brand Will Boost Enrollment?
With all the ballyhoo about branding, surprising
little attention has been given to whether a new
brand will have any impact on conversion, yield,
net tuition revenue, and other key enrollment variables.
Art & Science Group has developed an innovative
research tool, Simulated Decision ModelingSM
(SDM) that can accurately predict the enrollment
and net tuition revenue consequences of a brand
or positioning strategy, and other key initiatives,
such as curriculum, facilities, tuition price, and
strategic planning priorities.
To learn more about how this powerful marketing
tool can be put to work for your institution, click
here.
|
|
|
|
|
|
There is no digital divide
among prospective students planning to enroll in four-year
colleges and universities.
The digital divide—the
presumed disadvantage of racial minorities in access to and
use of digital technologies—has been a hotly debated
topic. In 2001, StudentPoll published the first comprehensive
research findings documenting that there was no digital divide
among students applying to four-year colleges and universities.
Not surprisingly, these findings, even though they were the
first reliable data on this subject, were treated with skepticism
in some quarters.
Since the survey sample
for the previous study included only 100 interviews with students
of color of all racial backgrounds, to answer the skeptics
and to achieve more statistical precision, our current survey
included an oversample of 100 African American students.
Our findings from this
study are essentially the same. In no major respect—access
to and ownership of hardware, Internet capability, frequency
of Internet use—are there any significant differences
between Caucasians and African Americans. In fact, the evidence
suggests that African American students may use digital technologies
in the college search more frequently than their Caucasian
counterparts.
For those who insist on
believing that African Americans are disadvantaged in a way
our data refutes, may we dare to suggest that such attitudes
may very well be a subtle and unintentional form of racism.
While such disadvantages may very well exist among African
Americans who are not college bound or enroll in community
colleges, it is quite clear that digital technologies are
very much a fact of life for African Americans planning to
enroll in four-year colleges.
Richard A. Hesel
Publisher, StudentPoll
Principal, Art & Science Group, LLC
|
