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Barbara K. Mistick, D.M.
President, Wilson College
The Wilson Plan Today
» Affordability and Value
» Infrastructure Improvements
» Academic Programs
» Expand Coeducation to All Programs
» Improved Marketing, Recruitment
and Retention
Value Initiatives Plus
Affordability and Value Initiatives
17% Tuition Reduction for first-time
students from $28,745 to 23,745.
Student Debt Buyback Program.
Up to $10,000 toward federal Stafford Loans.
To Qualify Students:
- pledge to borrow only what is needed for
educational expenses.
- must graduate in 4-years of continuous enrollment.
- are required to take financial literacy programs in
freshman and senior years.
- must fulfill community service requirements.
Buyback Levels
Student awards vary depending on final GPA
- $5,000 for those with a GPA of 3.5 to 3.69
- $7,500 for those with a GPA of 3.7 to 3.89
- $10,000 for those with a GPA of 3.9 or higher
Motivation
Need for Increased Enrollment
Need to be more responsive to our families/market
Need for Increased Net Tuition Revenue
Need to improve retention
Need to increase median family income
Need to lower discount rate
Need to provide more transparency in pricing
Positive Interactions/Influences
Infrastructure
+ Coeducation
+ Programs
+ Quality of Life
+ Academic Quality
Coeducation
+ Value
+ Marketing
+ Retention
Programs
+ Value
+ Programs
+ Coeducation
+ Quality of Life
+ Academic Quality
+ Academic Quality
+ Marketing
+ Marketing
+ Retention
+ Retention
Value
Retention
+ Coeducation
+ Value
+ Quality of Life
+ Infrastructure
+ Academic Quality
+ Marketing
+ Retention
Enrollment
= Revenue
=Vitality
+ Quality of Life
+ Academic Quality
+ Marketing
Tracking Impact
FY13
2012
FY14
2013
FY15
2014
FY16
2015
Incoming Student Tuition
$28,745
$23,745
$23,745
$23,745
Institutional Aid
Per Student
$14,221
$14,404
$13,133
$12,084
52.5%
51.7%
49.8%
48.3%
695
662
759
923
$70,753
$74,833
$78,592
$86,656**
Tuition
Discount Rate
Overall Enrollment
Median Family Income
* Overall Tuition Revenue is up 10% from FY13 to FY15
** Projection
13% of first cohort (FY15) remain eligible for buyback
Tracking Impact
Value and Affordability marketing produces the
highest audience response of any program.
Google Search Marketing: Top Performing Undergraduate Categories
Marketing in First Year of Value Programs
Program/Message
Impressions
Click
Through
%
Science: General
55,113
448
.81
Vet. Med. Tech.
40,820
546
1.3
Value and
Affordability
15,888
1,088
6.8
Recognition from outside sources: improved U.S.
News Best Value ranking; named Tuition Hero.
Admissions reports that the tuition reset and buyback
program resonate with parents.
Considerations
Perception in the marketplace
Perception within community
Financial aid reset
Transition period
Communication
Barbara K. Mistick, D.M.
President, Wilson College