1. The Integration of Labor Market Data into Higher Education
Julie Gacnik
Associate Vice Provost, Enrollment Management and Academic Marketing

2. Strategy
Integrate labor market data into the conversation with faculty, staff, administrators, and corporate partners.
Transform the use of data from being scary/boring, to being a collaborative and engaging conversation piece.
Utilize data to prioritize marketing strategies which drive enrollment goals

3. Change the Approach
“I see trees.”

4. Broaden the Conversation
Collaborative working groups with key stakeholders
Invite individuals to be part of the conversation, versus the recipient of change
Address key questions
Current labor market demands
Projected demands in existing market, & new markets
Evaluate niche opportunities
Evaluate competitors
Program delivery, pricing, time to completion, ranking, etc.
Evaluate alumni impact
Data Visualization

5. Data Sources - EMSI - Labor Market Web Enrollment Trends
*Use the data to guide and advise stakeholders

6. Sample Report CIP Code Program Creighton University Completions (2015)
Other Regional Completions (2015)
Regional Openings (2015)
Median Hourly Earnings
Regional Jobs (2015)
Regional Jobs (2016)
% Jobs Change ( )
Pharmacy
177
15,124
11,615
$58.41
297,311
301,885 2%
Registered Nursing/Registered Nurse
168
225,379
130,812
$32.45
2,775,586
2,839,401
Medicine
152
18,150
23,471
$90.20
625,694
632,089 1%
Law
120
39,964
17,603
$54.77
679,909
687,330
Biology/Biological Sciences, General
103
82,060
3,419
$48.00
98,378
99,436
Dentistry 87
5,796
3,941
$73.42
100,549
102,402
Business/Commerce, General 80
56,684
184,326
$46.76
4,927,346
5,000,054
Finance, General 74
44,283
61,495
$42.84
1,588,745
1,615,075
Nursing Administration 72
6,224
14,468
$45.43
318,892
325,139
Psychology, General 69
131,375
5,401
$35.23
119,191
121,974
Kinesiology and Exercise Science 63
26,195
526
$25.38
18,642
18,984
Marketing/Marketing Management, General
40,221
44,065
$44.30
1,113,977
1,137,125
Occupational Therapy/Therapist 59
7,173
4,657
$38.54
115,725
118,094
Physical Therapy/Therapist 57
11,354
10,893
$40.40
211,754
216,838
Dispute Resolution
549
19,656
$28.09
582,054
587,279

7. Sample Occupations Report
Summary Data: Occupations Linked to Marketing
Occupation
SOC
Jobs (2016) - 10 County Area
National Location Quotient*
% Change - 10 County Area ( )
% Change - National
Number Change- 10 County Area
Median Earnings - MN 10 County Area ($/hour)
Median Earnings - National ($/hour)
Number of Educational Programs - 10 County Area
Number of Degrees Granted in 2015
Market Research Analyst and Specialist
2,623
0.94
18.4%
2.9%
482
$26.11
$29.88 3
262
Sales Manager
1,602
0.81
9.5%
9.6%
152
$50.39
$54.74 4
2,825
Marketing Managers
964
0.91
1480.0%
13.9%
134
$46.64
$61.90
298
Advertising and Promotions
138
0.84
-2.9%
$35.54

8. Conversation Take-aways
Transparency of data
Identification of possible niche program opportunities
Identifies existing and new competitors
Greater understanding of market trends

9. Marketing Insights
Strategic marketing plan informed by labor market, website analytics & trends, and historical enrollment data
Program prioritization
Data informed allocation of resources, marketing investment and personnel, towards strategic marketing and communication initiatives