Key points and insights of Inside Higher Ed's annual survey of admissions directors.

1. 2011 Inside Higher Ed Survey of College & University
Admissions Directors
Presented by: Darren Wacker-Solution Sales Consultant &
Erika Cedergren-Account Manager, Marketing Solutions
A Hobsons sponsored research initiative.

2. Report Overview
 Third in a series of sponsored surveys
conducted by InsideHigherEd
 Survey provided to only senior level
admissions officers
 Completed in August/September 2011
 Participants are completely anonymous,
 Only one response per institution
 Combination of 4-year and 2-year
institutions

3. Research Methodology
 1,840 individuals were invited to
participate
 462 senior admissions & enrollment
officers responded
 Average age: 48
 Average Time at Job: 7 years
 Average Career: 18 years

4. Areas of Focus
 Challenges Over the Next
Two-Three Years
 Recruitment Strategies and
Focus
 Resources and Engagement

5. Challenges in
Enrollment
Management

6. What Are the Two Most
Important Issues You Face?

7. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding that Rising concerns from Rising concerns from
families about tuition and affects the quality and families about tuition and families about tuition and
affordability availability of academic affordability affordability
75% programs 60% 79.8%
51.7%
Potential cuts in federal Rising concerns from Reduced state funding that Increase competition from
student aid programs (Pell families about tuition and affects the quality and institutions in other sectors
Grants, etc.) affordability availability of academic (public vs. private, etc.)
23.3% 49.2% programs 25.4%
28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell
mine Grants, etc.) Grants, etc.) Grants, etc.)
22.1% 34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine 22.8%
20.9% 16.9% 24%
Student/family concerns Debates over whether higher Increased competition from Increased competition from
about student debt ed. prepares graduates who institutions in other sectors other institutions similar to
17.7% can get jobs (public vs. private, etc.) mine
16.1% 16% 22.1%

8. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding that Rising concerns from Rising concerns from
families about tuition and affects the quality and families about tuition and families about tuition and
availability of academic
affordability affordability affordability
programs
75% 51.7% 60% 79.8%
Potential cuts in federal Rising concerns from Reduced state funding that Increase competition from
student aid programs (Pell families about tuition and affects the quality and institutions in other sectors
Grants, etc.) availability of academic (public vs. private, etc.)
affordability
23.3% programs 25.4%
49.2% 28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell
mine Grants, etc.) Grants, etc.) Grants, etc.)
22.1% 34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine 22.8%
20.9% 16.9% 24%
Student/family concerns Debates over whether higher Increased competition from Increased competition from
about student debt ed. prepares graduates who institutions in other sectors other institutions similar to
17.7% can get jobs (public vs. private, etc.) mine
16.1% 16% 22.1%

9. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding Rising concerns from Rising concerns from
families about tuition and that affects the quality families about tuition and families about tuition and
affordability affordability affordability
and availability of
75% 60% 79.8%
academic programs
51.7%
Potential cuts in federal Rising concerns from Reduced state funding Increase competition from
student aid programs (Pell families about tuition and that affects the quality institutions in other sectors
Grants, etc.) affordability (public vs. private, etc.)
and availability of
23.3% 49.2% 25.4%
academic programs
28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell
mine Grants, etc.) Grants, etc.) Grants, etc.)
22.1% 34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine 22.8%
20.9% 16.9% 24%

11. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding Rising concerns from Rising concerns from
families about tuition and that affects the quality families about tuition and families about tuition and
affordability affordability affordability
and availability of
75% 60% 79.8%
academic programs
51.7%
Potential cuts in federal Rising concerns from Reduced state funding Increase competition from
student aid programs families about tuition and that affects the quality institutions in other sectors
affordability (public vs. private, etc.)
(Pell Grants, etc.) and availability of
49.2% 25.4%
23.3% academic programs
28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs student aid programs student aid programs
mine
(Pell Grants, etc.) (Pell Grants, etc.) (Pell Grants, etc.)
22.1%
34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine 22.8%
20.9% 16.9% 24%

12. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding that Rising concerns from Rising concerns from
families about tuition and affects the quality and families about tuition and families about tuition and
affordability availability of academic affordability affordability
75% programs 60% 79.8%
51.7%
Potential cuts in federal Rising concerns from Reduced state funding that Increase competition from
student aid programs (Pell families about tuition and affects the quality and institutions in other sectors
Grants, etc.) affordability availability of academic (public vs. private, etc.)
23.3% 49.2% programs 25.4%
28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell
mine Grants, etc.) Grants, etc.) Grants, etc.)
22.1% 34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine
22.8%
20.9% 16.9% 24%
Student/family concerns Debates over whether higher Increased competition from Increased competition from
about student debt ed. prepares graduates who institutions in other sectors other institutions similar to
can get jobs (public vs. private, etc.) mine
17.7%
16.1% 16% 22.1%

13. Issues/Challenges in the Next 2-3 Years

14. Issues/Challenges in the Next 2-3 Years

15. Issues/Challenges in the Next 2-3 Years
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
Rising concerns from Reduced state funding that Rising concerns from Rising concerns from
families about tuition and affects the quality and families about tuition and families about tuition and
affordability availability of academic affordability affordability
75% programs 60% 79.8%
51.7%
Potential cuts in federal Rising concerns from Reduced state funding that Increase competition from
student aid programs (Pell families about tuition and affects the quality and institutions in other sectors
Grants, etc.) affordability availability of academic (public vs. private, etc.)
23.3% 49.2% programs 25.4%
28%
Increased competition from Potential cuts in federal Potential cuts in federal Potential cuts in federal
other institutions similar to student aid programs (Pell student aid programs (Pell student aid programs (Pell
mine Grants, etc.) Grants, etc.) Grants, etc.)
22.1% 34.7% 28% 23.7%
Increased competition from Increased competition from Increased competition from Student/family concerns
institutions in other sectors institutions in other sectors other institutions similar to about student debt
(public vs. private, etc.) (public vs. private, etc.) mine
22.8%
20.9% 16.9% 24%
Student/family concerns Debates over whether higher Increased competition from Increased competition from
about student debt ed. prepares graduates who institutions in other sectors other institutions similar to
can get jobs (public vs. private, etc.) mine
17.7%
16.1% 16% 22.1%

16. Recruitment
Strategies and
Focus

17. Where is the focus?
Have you increased your focus on any of the following student types?

18. Points for Consideration
 Changing Mission or Economic
Reality?
 Changing focus regarding
international recruiting and tuition

19. Where is the focus?
Have you increased your focus on any of the following student types?

20. 2010
2011

21. Where is the focus?
Have you increased your focus on any of the following student types?

22. Different Students, Different
Admissions Criteria?

23. Do Students in Selected Groups, on Average have Lower
Grades and Scores than other applicants?
Percentage Reporting “Yes”
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 28% 18.2% 28.9%
Children of Alumni 11.5% 4.3% 18.4%
Minority Students 39.3% 22.7% 46.5%
Men (for gender 11.1% 18.2% 14%
balance)
Woman (for gender 2.7% 4.5% .9%
balance)
Full-Pay Student 10% 0% 19.3%
International Students 15.4% 4.5% 12.4%

24. Do you agree with the practice by YOUR institution of Admitting
Students in Selected Groups Who May have Lower Grades and Scores
than regular applicants?
Percentage Reporting “Yes”
All 4 Year Institutions Public Baccalaureate Private Baccalaureate
Athletes 91.8% 66.6% 100%
Children of Alumni 91.5% 60% 94.3%
Minority Students 99.3% 84.3% 100%
Men (for gender 90.7% 85.7% 88.9%
balance)
Woman (for gender 92% 80% 90%
balance)
Full-Pay Student 92% 100% 94%
International Students 91% 80% 92%

25. Resources
and
Engagement

26. Which Information Resources are most
effective?
All 4-Year Community Public Private
Institutions Colleges Baccalaureate Baccalaureate
College Counselors at Financial Aid Websites College Counselors at College Counselors at
private high schools 48.3% private high schools private high schools
51.8% 41.7% 57.5%
Financial Aid/Scholarship College counselors at Financial Aid/Scholarship Financial Aid/Scholarship
Websites (FAFSA, public high schools Websites Websites
FastWeb, Finaid.org, etc.) 45.2% 40% 35.7%
28.8%
Social Media Sources College Counselors at Social Media Sources Independent/Private
(Facebook, College private high schools 28% college counselors
Confidential, etc.) 31.3% 31.3%
24.9%
Independent/Private Social Media Sources College counselors at Social Media Sources
college counselors 29.8% public high schools 26.3%
22.4% 24%
Data-driven college College counselors at job Independent/Private Data-driven college
counseling tools placement centers college counselors counseling tools
(Naviance, etc.) 22.3% 12.5% (Naviance, etc.)
19.6% 21.1%

27. Top Three Sources or Tools….
Developing an Interest in a College All Senior Junior
Friends and family 44% 43% 45%
College Search Web Sites 34% 34% 37%
College Fairs 28% 32% 25%
High School Guidance Counselors 26% 25% 28%
View book from the institution 24% 22% 28%
Institution’s web site 23% 20% 24%
College Rankings 20% 22% 17%
Campus Visit 19% 19% 15%
College guidebook or directory 16% 16% 14%
Online planning and advising tool 8% 5% 11%
Online/virtual tour of campus 8% 5% 11%
College Admissions Counselors 5% 5% 6%
Social Networking, Facebook, YouTube, etc. 4% 4% 4%

28. The Search/Application Process-What do you believe?

29. Preferred means of communication?

30. Conclusion: Additional Data
We have reduced the role of standardized test in
admissions over the past five years.
Strongly Disagree 23.7%
Disagree 48.5%
Agree 18.7%
Strongly Agree 8.1%
Standardized tests (SAT, ACT) should be optional for
students who apply to my campus.
Strongly Disagree 26.6%
Disagree 48.8%
Agree 16.3%
Strongly Agree 8.3%

31. Conclusion: Additional Data
Social Media play an important role in our outreach
efforts to prospective students.
Strongly Disagree 3.8%
Disagree 22%
Agree 51.3%
Strongly Agree 22.9%
I am feeling more confident about our admissions
efforts and enrollment prospects versus 2009.
Strongly Disagree 4.7%
Disagree 21.8%
Agree 47.1%
Strongly Agree 26.5%

32. Conclusion
Hobsons University
July in Nashville, TN

33. Darren Wacker
Hobsons Solution Sales Account Executive
507-469-1862 (direct)
513-354-7808 (office)
dwacker@hobsons.com (email)
Erika Cedergren
Hobsons Account Manager, Marketing Solutions
ecedergren@hobsons.com (email)