Carla Hickman - Presentation: Charting a Path to Persistence: Strategic Interventions for Adult and Online Learners

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Charting a Path to PersistenceStrategic Interventions for Adult and Online Learners

Carla HickmanManaging Director, Strategic [email protected]@CarlaMHickman

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5

What Boards are Wondering

What Subjects Should We Teach?

How Should We Teach?

Is Education Preparing Students for Work and Life?

Election Year Rhetoric “Welders make more money than philosophers. We need more welders and less philosophers.”

- Marco Rubio, GOP Presidential Debate

Fact Check• By most averages,

philosophy majors have higher average earnings

• False dichotomy between vocational and liberal arts

“Lecture Me. Really.” (Oct. 2015)Defends lecture’s unique ability to model sustained, complex argumentation

“Colleges Reinvent Classes to Keep More Students in Science” (Dec. 2014)Profiles of student success benefits of active learning

Welders vs. Philosophers

Sage on the Stage vs. Guide on the Side

Future of the Degree at Risk Due to New Alternatives?

What Your Board Member Read on Her Last Flight

“The Degree is Doomed” (Jan. 2014)

“The Next Assault on the Ivory Tower: Unbundling the College Degree” (Mar. 2014)

“The Case for ‘Unbundling’ Higher Education” (May 2015)

What Should Learning Look Like in the 21st Century?

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjY5rKmnqLJAhUEMSYKHTOAAQwQjRwIBw&url=http://kirstenott.co/home/portfolio/&bvm=bv.108194040,d.cWw&psig=AFQjCNEwZXd9I_3GOeT_B5UdNVfarULPCg&ust=1448220045007756

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjY5rKmnqLJAhUEMSYKHTOAAQwQjRwIBw&url=http://kirstenott.co/home/portfolio/&bvm=bv.108194040,d.cWw&psig=AFQjCNEwZXd9I_3GOeT_B5UdNVfarULPCg&ust=1448220045007756

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwieq-uTs6LJAhUBQiYKHXb2B7wQjRwIBw&url=http://www.hbs.edu/faculty/Pages/profile.aspx?facId=396876&psig=AFQjCNHDaqUqul807JGOfNYM7sLYG7Ge3w&ust=1448225637066606

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj3_YHMs6LJAhXDWCYKHf_kBmIQjRwIBw&url=http://greece.ashoka.org/ashoka-future-forward-innovation-challenge-winners-named-forbes-africas-top-30&psig=AFQjCNGtUYKiUgUWX7adPWBywZ3HAjRydg&ust=1448225747982525

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjj-Pjns6LJAhXLMSYKHSiLDMwQjRwIBw&url=http://www.wsj.com/itp&psig=AFQjCNH8Xq074DvISPWOBgjxEpAmJRdB7Q&ust=1448225837127660


6

What’s Different Today

No Longer a Theoretical Question

Source: “Who Needs College,” Newsweek, April 1976; “Public University Costs Soar,” March 16, 2013; Federal Reserve Bank of New York.

Alarmist Headlines All Too Familiar…

…But More Urgent Pressures Today

April 1976

0200400600800

1,0001,200

Credit card debt $660 billion

Student debt$1.1 trillion

Total US Student Loan and Credit Card Debt, in Billions

Today’s Trillion Dollar Problem

U.S. Competitive Edge Under Threat?

OECD Rankings

19 in college graduate rate (compared to 1st in 1995)

14 in problem-solving skills

16 in adult literacy

“By all estimates, the rising costs of college have been paced by diminished economic returns on the college investment.”

“As much as 27 per cent of the nation's work force may now be made up of people who are "overeducated" for the jobs they hold.”

And 40 years before Rubio’s comment: Newsweek chronicles an English Ph.D. working as a welder Debt + Uncertain Outcomes =

New Outcomes and Accountability Focus


7

Concerns About Returning to School Common Among Adult Learners

What Students Are Wondering

Source: Public Agenda, “Is College Worth it for Me? How Adults without Degrees Think about Going (Back) to School”, 2013; EAB interviews and analysis.

1) N=803 prospective adult learners

Is College Right for Me?

Fitting In

Failing Courses

Job Relevance

Scheduling

Motivation

Academic Preparation

Work and Family

Student Debt

9%

17%

20%

26%

30%

32%

39%

48%

13%

13%

24%

25%

25%

25%

28%

19%

Worry a lotWorry some

Finances, Academics, and Competing CommitmentsPercentage of Adult Learners Reporting Common Anxieties1

Two Types of Non-Registering Adult Learners

Not Viable Prospects• Change in

life circum-stances

• Enrolled elsewhere

• Afraid to enroll

Viable Prospects


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Adult Learners Seek Assurance, Validation Prior to Enrollment

Source: “The Factors Influencing College Choice Among Nontraditional Students,” Noel-Levitz, 2012; EAB interviews and analysis

“ROI” Ultimately about Reducing Risk

Can I afford to return to school?

Is it convenient to attend classes?

Will this program advance my career?

Will I get credit for my work experience?

How long will it take to finish?

Convenience and Flexibility of Offerings

#1Top Criteria For Nontraditional Applicants

Cost and Availability of Financial Assistance

#2Academic Reputation

and Outcomes

#3


Takeaways 9

Harnessing the Power of Social Proof1

2 Alleviating Academic and Engagement Anxiety

3 Embracing Student-Centered Services


10

Harnessing the Power of Social Proof

OBSERVATION1


11

Social Proof Validates Decisions Across Industries

Source: “Case Studies of Achieving Energy Savings by Applying Lessons from Behavioural Sciences,” Opower, March 18, 2015, https://www.iea.org/media/workshops/2015/eeuevents/behave1103/S3Gioffreda.pdf; “The Student Customer Journey,” Learning Places, 2015, http://www.slideshare.net/LearningPlaces/student-customer-journey; “Local Consumer Review Survey,” Bright Local, 2014, https://www.brightlocal.com/learn/local-consumer-review-survey-2014 /

I’ll Have What She’s Having

In Reviews we Trust…

…and Higher Ed is No Exception

88%

Percentage of Americans who trust online reviews as much as personal references

63%

Percentage of Americans more likely to make a purchase on a site that offers customer reviews

87%

Percentage of prospective students who say they don’t trust university websites, and seek validation from an external source

More Influential than Saving Money

1 Save Money“Cut $54/month off your utility bill”

2 Go Green“Prevent 62lbs of greenhouse gas emission per month

3 Right Thing to Do“Saving energy is a moral choice to protect our future”

4 Everyone is Doing It“77% of your neighbors already use a fan instead of A.C.”

Resulted in a 10% decrease in energy consumption

Energy efficiency startup tests different energy bill delivery messages across households

https://www.iea.org/media/workshops/2015/eeuevents/behave1103/S3Gioffreda.pdf



http://www.slideshare.net/LearningPlaces/student-customer-journey




https://www.brightlocal.com/learn/local-consumer-review-survey-2014/

https://www.brightlocal.com/learn/local-consumer-review-survey-2014/


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Ubiquitous Online Activity Meets Higher Education

Source: “Annual Reports,” TripAdvisor, http://ir.tripadvisor.com/annuals.cfm; Fenn D, “Jordan Goldman, Founder of Unigo,” Inc., http://www.inc.com/30under30/2011/profile-jordan-goldman-founder-of-unigo.html ; Source: Tancer B, “Everyone’s a Critic: Winning Customers in a Review-Driven World,” Penguin Books, 2014, http://www.penguin.com/ajax/books/excerpt/9781101621486; DeVry University, http://www.devry.edu/community-network/student-reviews.html; MIT Sloan Executive Education, http://executive.mit.edu/openenrollment/program/systematic-innovation-of-products-processes-and-services/# reviews

The Review Revolution

Review Sites Explode in Popularity Early Adopters in Higher Education

• First among top business schools to offer user generated reviews

• Reviews embedded on website and solicited upon program completion

• Based on 5-star scale with supplemental qualitative feedback

2011

2016

60M

385M

2008

2016

15k

650k

2007

2016

1M

108M

http://ir.tripadvisor.com/annuals.cfm

http://ir.tripadvisor.com/annuals.cfm

http://www.inc.com/30under30/2011/profile-jordan-goldman-founder-of-unigo.html

http://www.inc.com/30under30/2011/profile-jordan-goldman-founder-of-unigo.html

http://www.penguin.com/ajax/books/excerpt/9781101621486



http://www.devry.edu/community-network/student-reviews.html



http://executive.mit.edu/openenrollment/program/systematic-innovation-of-products-processes-and-services/#reviews

http://executive.mit.edu/openenrollment/program/systematic-innovation-of-products-processes-and-services/#reviews


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Capella University’s Award-Winning Outcomes Portal

Source: “Capella University Learning & Career Outcomes,” CapellaResults.org; Education Advisory Board analysis

Competing on Completion

Outcomes for Every Offering Program-level outcomes snapshot

communicates what it takes to succeed

Expense, completion, and career information all in one place

Integrates assessment with faculty, student, and employer testimonials

Leading With Results Emphasizes career and learning

outcomes, alumni satisfaction

Multimedia rich interface and integrated “authentic” social media content

IMAG

E CR

EDIT:

CAP

ELLA

RESU

LTS.

ORG.


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Not all Proof is Created Equal

Source: EAB interviews and analysis

Social Proof in Recruiting Messages

Are students like me successful? Anecdotal and unrelatable evidence of success

Why should I enroll in this program?

Focus on logistical, rather than emotional, decision drivers

Will this program help me achieve my goals?

Lack of connection to defined student personas, priorities, and motivations

What are my next steps? No connection to clear and compelling call to action

Rankings and Awards

Outcomes Data

Ratings and Reviews

TestimonialsEmployer Feedback

Influencer Endorsements

Social Proof Takes Many Forms

Currently Lacking on Most Websites

What Today’s Prospects are Looking for

More common

Less common


15

Solicitations from Students Provide Authentic Content

#1: User-Generated Student Stories

Source: “You’re Already on Campus,” Colorado State University-Global Campus, http://alreadyoncampus.com/; EAB interviews and analysis

Sourcing Stories at Scale

“Already on Campus” Campaign Illustrates Diverse Student Body

Implementation Details

Students prompted to provide up to five photos of “their campus” with text description

Stories solicited via Facebook posts to current students

Plans to create communities and chat groups by geography and academic interest area

Where’s Your Campus?

Share photos of “your campus” with us! These can be photos of your family, best pals, furry friends, home, favorite activities, anything that fills your daily life.

Share my campus

Benefits

100 stories submitted per monthProvide authentic insight into “students like me”Appeals to both current and prospective students

http://alreadyoncampus.com/

http://alreadyoncampus.com/


16

Reducing Academic and Engagement Anxiety

OBSERVATION2


17

Providing Free Access to 24/7 Online Classroom for One Week

#2: Pre-Term Online Test Drive


Scaling Personalized Support

Concise Timeframe AddressingMajor Prospect Concerns

”How does online

learning work?”

Complete test assignments, access course content, learn to navigate the

class

Participate in chats, threaded

discussions, team activities

“Am I ready to return to school?”

Chats and Interactive ClassAreas Staffed ThroughVolunteer Shift Model • Shorter is better: 1-hour slots; several

chats per event

• Time to plan: Recruit volunteersone semester in advance

• Ready Audiences: Student clubs, honor societies, library, and career staff

High Volume of Personalized Interaction Required• Test Drive runs 4x/month

• 200/registrants week minimum to ensure an active class

• 6-8 students/alumni; 3-4 faculty;4-6 advisors needed per class


18Benefits Across the Student Lifecycle

Providing the Confidence to Apply40-60% students enroll in 411 prior to applying

Tiers of Support to Move from Application to EnrollmentProspects needing more than a week “test-drive” ask to take more than once to increase comfort

Improving Persistence and Success Advisors find students less likely to be lost during first semester; faculty find students more up-to-speed on LMS

1

2

3


19

Brandeis School of Graduate Professional Studies Online Orientation Course

#3: Asynchronous Online Orientation Modules


Preparing Students for Online Learning Success

Six Self-paced Course Modules Can Be Completed in 3-6 Hours

Overview of the Moodle Learning Environment1Being a Proactive Online Learner2Communicating with Staff and Faculty Online3

Academic Integrity4Library resources5Synchronous Learning Tools6

Course made available 3 weeks prior to each term Faculty member monitors activity and answers questions Supports community building among classmates Requirement for instructors before teaching first online course

Online Orientation Checklist Self-paced Built in standard LMS

course shell Frequent and early

availability Linked to course

registration Low intensity, but

comprehensive Tests course activities

and tech compatibility Faculty monitoring and

advisor promotion


20

A Homegrown “Build” with Impressive ResultsUF Gator Online Student Association

#4: Virtual Student Communities

Source: Gator Online Student Association, available at: http://www.ufonlinestudentassociaiton.org, accessed 2017; EAB interviews and analysis

Gator Online Student Association

“Facebook” for online undergrad business program

Built and managed by volunteer students and alumni using open source programs

Peer-to-peer academic, social, and job-search support

Advisor’s corner for staff to answer questions and receive private messages Difficult Course Drop Rates

2.762.96 3.04

Fall Winter Spring

50%

32% 33%

23% 20% 17%

Average GPA

http://www.ufonlinestudentassociaiton.org/


21

#5: Course Success Advice Forums


Join for Transactions, Return for Relationships

“Many students either think something will be so hard they’ll never pass, or they think they wear a cape and can fly—in other words, that they can raise three kids and go to work and take three classes at the same time. On the discussion boards, students hear from each other: they encourage peers to hang in there, or to be more realistic about their schedules. A lot of adult students don’t realize the value of this kind of peer-to-peer discussion until they experience it firsthand.”

Firsthand Experience

Assistant DeanLarge Public Research University

Students First Attracted to Course-Specific Assistance…

…Discover Value in Social Interaction

15 course-based discussion boards

Include current students plus those who have formerly taken course

Self-organized tutoring and study groups

Tips for balancingwork, family, and school

Ride share andregional meet-ups

Students remind each other of deadlines


22

Incentivizing Heads of the Class to Help Others in a Class of 160,000+

#6: Discussion Board Student Moderators


Becoming “Mayor” of Your Course

Stanford Open Source AI Class Discussion Board

1

2

315Can someone recommend prerequisite materials to read before the start of the class?

A: Try the Khan Academy lectures. Answered by AISuperFan

A : Look it up on Wikipedia. Answered by WalesJ

13

-4

Asked by JWilson

1,527 Karma

Great Question

Good Question

Pundit

Karma History Recent Activity Feed

Reward Badges Motivate Quality Contributions Great question:

Voted up 100 times Good question:

Voted up 25 times Pundit: User has left

commentsPeers Vote Both Questions and Answers “Up” or “Down” Based on Usefulness

Real-time Dashboard Promotes Daily Activity and Tracks Progress Over Time


23

DePaul University’s Mid-Quarter Stress Questionnaire

#7: Midterm Stress Questionnaire

Before Stressed Out Results in Stopped Out

Which of the following factors is contributing to your stress level? Classes (i.e. grades, working with professors)

Personal (i.e. illness, death, relationships)

Financial (i.e. job, debt, tuition)

Time Management (i.e. balance of work and school)

Campus Climate and Community (i.e. isolation)

Hello Tammy!

How would you rate your stress level?

(1 = feeling no stress at all; 5 = extremely stressed)

1 2 3 4 5

Office of Multicultural Affairs

Quick Response Survey Deployed Fourth Week of Term• Personalized links sent automatically

when stress levels likely to climb, e.g., midterms, finals week, registration window

• Automated responses for students who indicate lower stress levels

• CRM sends tutorials based on self-identified stress factors

• Rapid personal follow up by assigned advisor when a student indicates stress level at 4 or 5

• Representative term receives approx. 250 responses; quarter of those indicating high stress meet with advisor or peer mentor


24

Embracing Student-Centered Services

OBSERVATION3


25

Adults, Online Learners Often Deprioritized by Traditional Advising

Source: EAB interviews and analysis.

Getting Lost in the Shuffle

Separate and Unequal

Vice Dean, Private Research University

Advisors Focus on Physically Present Students

On-Campus Student Online Student

Advisor: “Welcome! Let’s get started.” Advisor: “I’m currently Out of the Office. I’ll reply to your message later.”

Same Office Hours, Different Reception

“Our faculty advisors barely keep up with updates to on-campus degree policies, let alone think about the unique needs of nontraditional students.”


26

Post-Purchase Experiences Drive Word-of-Mouth

Source: Newman D, “Customer Experience is the Future of Marketing,” Forbes, October 2015, http://www.forbes.com/sites/danielnewman/2015/10/13/customer-experience-is-the-future-of-marketing/#44ec35fe4b21 ; “Good Service is Good Business: American Consumers Willing to Spend More With Companies That Get Service Right, According to American Express Survey,” American Express, May 2011, http://about.americanexpress.com/news/pr/2011/csbar.aspx; “2014-15 National Adult Student Priorities Report,” Ruffalo Noel Levitz; EAB interviews and analysis

Online Reputation Management

If Left Unresolved… …Negative Experience Drive Brand Detractors…

High-Priority, Low-Satisfaction Factors for Adult Learners

Tuition paid is a worthwhile investment1I am able to register for classes with few conflicts2Faculty provide timely feedback3Adequate financial aid is available4I seldom get the run around when seeking information5

Number of positive experiences required to repair damage from one unresolved negative experience12Average mentions a positive brand interaction receives9Average mentions a negative brand interaction receives16

…And Impact Top Referral Source

Word of mouthOther sources75

%

25%

http://www.forbes.com/sites/danielnewman/2015/10/13/customer-experience-is-the-future-of-marketing/#44ec35fe4b21



http://about.americanexpress.com/news/pr/2011/csbar.aspx


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Triage Requests to Improve Service and Preserve Experts’ Time

#8: Triaged Support Service Models


Rationalizing the Service Pipeline

Student Records Bursar Financial

Aid

Online registration help

Online payment “how to” help

Forward FAFSA forms

Waitlist prioritization

Payment tracking

Scholarship availability

Record office forms

Payment receipt

Aid counseling

Course authorization

Collection letters

Financial aid status

Registration holds

Financial holds Aid disbursement

Handled by Online Support CenterRoutine Requests

Basic SIS Access

Minimal Legal Risk

Escalated to Campus UnitsSpecialized Assistance

Protected Information

Sensitive Compliance Implications

Benefits Preserves campus service unit time for the most complex requests Provides students a seamless single-point-of-contact experience

Service Profile

7am to 7pm, M-F

Saturday hours at start of term

Staffed by 38 students (14 FTE), 3 to 5 per shift

Handles all non-IT help requests

~3,400 contacts per month

Select Functional Areas Served


28

Integrating Feedback into Student Portal

#9: Real-Time Student Feedback Form


Multiple Opportunities to Resolve Issues

50-100resolved cases per month

~1hr/wkresponse effort per contact

• Drop-down categories tag feedback for relevant team:

• Advising• Financial aid• Faculty development

• Text box for open response• Automatically emailed

to team-specific contact• Response sent within 24

hours to resolve issue or gather more information

Portal MechanicsWelcome to the Global Campus Student Portal!

Register for Classes

Alerts Request Transcript

Financial Aid

To-do list:• Cap and Gown• Graduation

Submit Feedback

[Response]


29

Outreach Campaign at Regis University Increases Next-Term Enrollment

#10: Escalating Re-Enrollment Outreach


Preventing Stop-Outs Before They Occur

Additional 1830 students re-enrolled; $1.1 M+ in tuition revenues (EAB estimate)

By Week 4 By Week 8By Week 3

@

Registration Census Lists students registered

for a current class but not a future class

Focus on graduate students

Templatized Email Students have received

reminder to re-enroll Links to financial aid and

other resources

Personalized Calls School-specific counselor

outreach complete Follow-up with automatic

“last chance” email

2062 811 232Un-Enrolled Students*


Takeaways 30

User-Generated Student Stories1

2 Pre-Term Online Test Drive

3 Asynchronous Online Orientation Modules

4 Virtual Student Communities

5 Course Success Advice Forums


Takeaways 31

Discussion Board Student Moderators6

7 Midterm Stress Questionnaire

8 Triaged Support Service Models

9 Real-Time Student Feedback Form

10 Escalating Re-Enrollment Outreach

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