Tim Copeland's Blog on College & University Marketing and Enrollment Management

The College Vendor/Association Relationship - In Search of Value

More organizations are putting travel spending to the test.  To balance the budget, colleges and universities are reducing – and in some cases eliminating – ‘non-essential travel’, a code word for conferences, retreats, and meetings.  Companies are cutting back as well, only willing to spend money on travel if there’s a chance it will generate revenue. American Express recently found that CEOs are taking an increasingly bottom-line approach to sending people on the road.

As we enter the fall conference season, many associations will understandably experience a decline in participation from both practitioners and vendors alike. As someone who has worked on both sides of the ‘aisle’, I want to explore the relationship between higher education associations and the vendors that serve college and university enrollment managers.

How Predictive Do You Want to Be? Enrollment Analytics and Easy Answers

Imagine sending a letter to a prospective student that says, “We regret to inform that we are unable to consider you as a prospective student. Other students who have graduated from your high school have a poor academic history at our college.” Harsh, huh?

This is not unlike a letter that American Express card member, Kevin Johnson received last year.  “Other customers who have used their card at establishments where you recently shopped have a poor repayment history with American Express,” the letter said.  In an effort to manage default risk, credit card companies are studying shopping habits, which mortgage lender a customer uses and whether the customer owns a home in an area where housing prices are declining.

After contacting the company, Mr. Johnson said, “I understand the need for and the power of predictive analytics … but I think they have crossed the line.”

Today, many in higher education – institutions are vendors-alike – are pushing and pursuing the concept of predictive analytics to optimize enrollment and reduce ‘institutional enrollment default risk’.

The question is how far is your institution willing to go?