This intelligence briefing discusses emerging trends in post-secondary education in Canada between 2010-2020. It identifies several key trends, including declining demographics that will reduce the number of domestic students, shifting gender ratios with fewer male students, and increasing diversity among the student population. Competition for students is also intensifying with new types of universities, online programs, and more aggressive marketing tactics being used to attract learners. Psychological profiling of student segments is helping institutions to better understand different motivations for pursuing post-secondary education.

1. Intelligence Briefing:Emerging Trends 2010 Ken SteeleSenior Vice-President, Education Marketing Liaison Boot CampSept 2010 | Barrie ON

2. My Point-of-View Academica’s Top Ten 4 years, daily summary(10,000 stories searchable) Scan 3,000 sources daily 8,600 email subscribersincluding presidents, VPs, faculty, gov’t policy analysts, guidance counsellors, media editors Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

3. Calculating Value 5 hours/day x 8,000 subscribers = 40,000 hrs/day saved! Saving our troops 9.6 million hrs/year,or about $150 million! Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

4. Today’s Briefing The Latest Intell Demographic Forces Gender Trends Diversity in the Ranks Psychological Warfare Outflanking the Competition Propaganda Wars Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

5. 1 The Latest Intell:Selected Stories from Today’s Top Ten Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

6. 6 From Fleming College media releases:Enrolment rises 6% at Fleming College According to preliminary enrolment numbers, about 5,980 students began classes last week at Fleming College, representing a 5.7% increase in overall enrolment over last fall. 3,400 students are currently registered in first semester classes. These results follow an 18% increase in incoming students in fall 2009. At Fleming's Frost campus, overall enrolment is up 8%. The Haliburton campus welcomed 85 full-time students last week, up 35% from last September. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc.

7. 7 From Algonquin College media release:Algonquin College breaks ground for Perth campus renewal Last Thursday, Algonquin College held a groundbreaking ceremony for the new main building on the Perth campus, which will not only accommodate 40% more students, but is also designed to become Perth's greenest building. The new 42,000-square-foot campus will feature a student commons, new trades workshops, and academic classrooms that will use natural ventilation and daylight. The $10-million project will be completed in 2011. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc.

8. 9 From the Huron UC Website:Huron UC launches new website, mobile app We've recently noticed that Huron University College has a redesigned website. "Huron promises an education that will launch a lifetime of experiences," the University of Western Ontario affiliate states on its homepage. The site features student and faculty testimonials and a virtual campus tour. Huron has also developed a free mobile application for future and current students to stay informed of campus news and events. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc.

9. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc. Academica’s Top Ten Get your FREE subscription at www.academica.ca Copyright ©2009 Academica Group Inc.

10. 2 Demographic Forces:Running Out of Recruits Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

11. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc. “Demographics explains two-thirds of everything”

12. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

13. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

14. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc.

15. GTA Youth Concentration Emerging Trends in Canadian PSECopyright ©2008 Academica Group Inc.

16. Emerging Trends in Canadian PSECopyright ©2008 Academica Group Inc.

17. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

18. -120,000 over 10 years Canadian Council on Learning, Report on Learning in Canada 2007, PSE in Canada: Strategies for Success

21. “The Boy Problem” AUCC and StatsCan 1966-2006 Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

22. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

23. “The Girl Problem” Ontario CAS 2005-08

24. The Great He-Cession Men account for 82% of all job losses since the start of the recession (2.7 million jobs) New York Times, Feb 6 2009, citing Current Population Survey and Current Employment Statistics, Bureau of Labor Statistics Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

25. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

26. 4 Rising Diversityin the Ranks Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

27. HRSDC projections, 2007 2008 UCAS™ Applicant Study Copyright ©2008 Academica Group Inc.

28. Visible Minority (2017) StatsCan, Population Projections of Visible Minority Groups, 2001-2017 2008 UCAS™ Applicant Study Copyright ©2008 Academica Group Inc.

29. UCAS™ Applicant Study 14 years Annual survey of ~250,000 applicants to Canadian colleges and universities 450+ questions, online survey Subscribing institutions, Government Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

30. Parental EducationOntario University Applicants, 2005 2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

31. First Generation (Trend - CAS)

32. Parental InfluenceOntario University Applicants, 2005 2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

33. Plan to Live with ParentsOntario University Applicants, 2005 2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

34. First-Choice ProgramOntario University Applicants, 2005 New Cdn / First Generation Cdn: more attracted to: Science Commerce Engineering Mathematics lessinterested in: Arts/Hum/SocSci Education Fine/Applied Arts Music 2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

35. 5 Psychological Warfare:Profiling Our Targets Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

36. Reasons for Applying

37. Reasons for Applying

38. College Selection Criteria

39. Students’ Top 4 Priorities Interesting Work Work-Life Balance Good People to Work With Job Security Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. — Brainstorm Consulting, From Learning to Work (2009 Survey of 16,000 Canadian university and college students)

40. Government of Canada Provincial Government Health Canada Google Apple Hospital for Sick Children Municipal Government Microsoft Canadian Cancer Society David Suzuki Foundation Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Brainstorm Consulting, From Learning to Work (2009 Survey of 16,000 Canadian university and college students)

41. Part-Time Undergraduates Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Anne Motte and Saul Schwartz, Are Student Employment and Academic Success Linked? Canada Millennium Scholarship Foundation Research Note #9, April 2009

42. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

43. Part-time Students Challenges to: Class Scheduling Engagement Retention Academic Success Traditional model of immersive ed Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

44. Psychological Profiling Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

45. Psychographic Clusters

46. Careerists

47. Careerists Well-developed personal appreciation for the monetary and socio-economic benefits of pursuing PSE Likely aware of alternatives to PSE, but place little stock in them Rather than being pushed by familial expectation, Careerists are drawn to PSE 43% of college applicants, only 34% of university applicants

48. Careerists Highest household incomes More likely to move away to go to PSE Employment outcomes, high admission averages, “leaders of tomorrow” attracts them Like information sources they can read and digest – website, viewbooks

49. Scholars

50. Scholars Driven by a sense that there is so much that needs to be learned and understood Fulfilment is through the amelioration of society, and helping those in need Scholars consider PSE as an experience in and of itself. 33% of university applicants, just 22% of college applicants

51. Scholars Lower household incomes Least impacted by friends, family, teachers – independent minded Attracted by small class sizes, nurturing qualities, student experience Seem most impacted by in-person communications vehicles

52. Drifters

53. Drifters Identify more with the notion that PSE is a monetary and non-monetary cost in the long-run, but apply anyway Likely apply due to parental or familial expectation or the sense that other options are no more viable 19% of university applicants, 14% of college applicants Higher proportion among direct-entry applicants than indirect applicants

54. Drifters Often commuters Often in the workforce or unemployed at time of application Least clear “ultimate PSE intention” Drawn by social/campus factors, ease of admittance Particularly impacted by high school teachers and guidance counsellors

55. Conflicted

56. Conflicted Essentially defined by not espousing characteristics of the other three groups Have idiosyncratic motivations for applying or are applying with few positive intentions An apparent conflict between their low lukewarm to negative attitudes toward PSE and their pursuit of one.

57. Conflicted Very focused on career outcomes, but unsure that PSE will contribute Just 13% of university applicants, but 21% of college applicants

58. Psychographic Clusters

59. Hostile Air Cover: BlackHawkParents Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

60. BlackHawk Parents Increasingly empowered Gen X Often university-educated themselves Obsessed with their children’s success as a key component of their own Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

61. “The Me Generation is raising the Mini-Me Generation”-- Peg Tyre, Newsweek March 2002“Bringing Up Adultolescents” Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

62. CPA conducts the annual “National Survey on College Parent Experiences” Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

63. BlackHawk Parents Obsessed with safety Emergency notification systems, SMS New extremes of surveillance… Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

64. Webcams on Campus University of Notre Dame Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

65. Webcams on Campus Rochester Institute of Tech Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

66. CUNY Brooklyn Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

67. Horizon OneSource “Healthy Vending Machines” Parents can check online accounts Emerging Trends Ken Steele | Copyright ©2008 Academica Group Inc.

68. 6 Outflanking the Competition:A Changing Landscape Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

69. New Universities Emerging Trends in Canadian PSE Copyright ©2008 Academica Group Inc.

70. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc. New Universities Trent in Oshawa Algoma in Brampton Lakehead in Orillia Laurentian in Barrie Laurier in Brantford Nipissing in Brantford McMaster in Burlington Humber in Orangeville? uWindsor in Niagara?

71. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

72. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc. HEQCO’s “3 Gaps” “a free-standing, degree-granting, primarily teaching-oriented institution that concentrates on undergraduate education”

73. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc. HEQCO’s “3 Gaps” 2. “an open university that would expand accessibility and enable learners to combine credits from different institutions and different types of learning experiences”

74. Ken Steele | Emerging Trends in Canadian PSE Copyright ©2009 Academica Group Inc. HEQCO’s “3 Gaps” 3. “effective pathways for students who start their PSE in a college to attain a baccalaureate degree and be able… to continue on to graduate study”

75. 25,100 students in 1995 455,600 now – larger than the entire enrolment of the “Big Ten” US universities 200 campuses in 39 states, Canada, Mexico, Netherlands, and Puerto Rico Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

76. The Jack Welch MBA Jack Welch, CEO of GE in the 80s and 90s $2 M (12%) stake in Chancellor University System LLC Bought formerly bankrupt Myers University (Cleveland) The “Jack Welch Institute” offers a cost-cutting online MBA - Just $20,000 tuition Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

77. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

78. July 2010: Fox News commentator Glenn Beck announces online program, Beck University Courses on US government, history, economics $6.26 per month Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

79. 7 Propaganda Wars:Aggressive Marketing Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

80. Weighing Admissions Mail | 2010 | 2:00

81. March 2004St George TTC Station Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

82. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

83. Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

84. Lethbridge College (Fall 2007)

85. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

86. Education New Zealand (Fall 2007)

88. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

89. College Boréal (2009)

91. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

92. Music Videos Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

93. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

94. Ken Steele | Emerging Trends 2009 Copyright ©2009 Academica Group Inc.

95. Campus Saint-Jean, AB | Feb 2010

96. Brock U | March 2010

97. Dal-iforniaGurls (Lipdub) | Aug 2010

98. Party in the MTA (Lipdub) | 2010 | 4:42

99. Yale University | January 2010 | Clip 1 = 1:40

100. Yale University | January 2010 | Clip 2 = 2:35

101. U of Delaware| April 2010 | Clip 1 = 1:04

102. U of Delaware| April 2010 | Clip 2 = 1:32

103. Harvard University | 2009 | 1:10

104. These and hundreds more videos atwww.YouTube.com/AcademicaGroup Emerging Trends in Canadian PSE Ken Steele | Copyright ©2008 Academica Group Inc.

105. Ken Steele Senior Vice-President ken@academica.ca Subscribe FREE to Academica’sTop Ten www.academica.ca