Responding to Changes in Student Demographics: An Agenda for the Future CIC 2009 Annual Meeting Tim Gilmour January 6, 2009

Demographic Challenges for Wilkes Wilkes Strategic Plan, Vision 2010, projected significant changes in demography, dictating changes to program portfolio: Traditional high school graduate population: –Projected 10% decline to begin Fall 09 –60% drawn from 13 Northeastern PA counties –Minority proportion growing –New Millenials Significant opportunities in adult continuing education –Established programs for educators –Needed to expand program mix

Sticking out in the crowd Based on marketing research, launched mentoring brand with appeal to broad socio-economic and demographic range/New Millenials –Smart copy tone –Unique graphic treatment Advertising campaign featured one-to-one recruiting of individual students— “Majority of One”—to appeal to New Millenials and separate Wilkes from crowd.

How Branded Ad Campaign Worked Micro message in a macro market Wilkes targeted schools where we wanted to build market Identified rising seniors in these schools who had applied to Wilkes—the kind of students we wanted. Developed creative recruiting copy that spoke directly to them. Used conventional and unconventional media (cable tv, pizza boxes, fortune cookies) to deliver messages 2.5 million free media impressions achieved, inquiries and applications up 25 percent.

A Majority of One Wilkes University Awareness Campaign

A Majority of One Wilkes University Awareness Campaign

Living the Brand building mentoring communities Launched online community for students to build relationship Incoming students assigned an e-mentor E-mentor becomes orientation leader and freshman counselor

Mentoring – Living the Brand Undergraduate Point of Mentoring Opportunity E-Mentoring & Orientation First-year Academic Advising Freshman Foundations Undergraduate Research Timing Pre-matriculation & First Semester First Year First Semester Sophomore through Senior year Mentor Student Leader First-year advisor Freshman Foundation Instructor Research Professor of Upper-class peers

Mentoring – Living the Brand Undergraduate Point of Mentoring Opportunity Experiential Education Senior Capstone Experience Academic Dept Relationship Timing Sophomore through Senior year Senior Year 1 st through senior years Mentor Site Supervisor, Dept coop liaison, Coordinator Coop Ed Capstone Faculty Dept. Faculty-stronger advising Upper Class student mentors Alumni mentors

Targeting the Right Students Targeting the Right Students Reduced discount rate Reduced discount rate Increased retention and graduation rate Increased retention and graduation rate

Grow Minority and International Enrollments Driven by Friedman’s Flat World Ideas– we must provide instruction and experience that prepare them for this new world. For greater domestic diversity: Targeted high schools with non-Caucasian populations in suburban areas Began a special scholarship program for low socio-economic status students

Center for Global Education and Diversity Created in this year to address global education and diversity university wide Combined a number of existing functions and added new ones into a single office. Total staff of 7.

Meeting Demand for Graduate Adult Education Growth in programs for educators—a strength of Wilkes – 2004 – 5 masters programs – 2008 – 10 masters programs plus Doctorate in Educational Leadership, providing broader, transformed portfolio of programs Refocused programs on emerging needs – New teachers need technology training - Programs feature learning embedded in educators’ workplace

Strategic Partnerships in Education for Rapid Deployment and Excellence Discovery Education – leader in streaming classroom videos Performance Learning Systems – leader in professional development Learning Sciences International Alliance with PA Association for School Business Officials

Meeting Other Demands for Graduate Adult Education Launched MFA in Creative Writing Developed accelerated and web-based Bachelor’s of Business Administration Grew MBA Currently developing certificates and degrees in Environmental Engineering, Communications and Integrative Media

Invested in New Delivery Formats Online and hybrid formats have allowed Wilkes to gain a national presence and deliver programs in India and China Need staff dedicated to development of formats and training faculty in online learning

* * Full credits not reported

* * Full credits not reported

* * Full credits not reported

Net Tuition, Fees, Room & Board Revenue (in thousands)

Thank You Tim Gilmour President, Wilkes University