1. Using the “Un-accreditable” Sector to Attract Students
Co-opetition:
Using the “Un-accreditable” Sector to Attract Students
Intro – CEO of SL
Using Co-opetition because we’re seeing the rise of individual services and functions that used to be performed exclusively by colleges
Because these services are not part of a degree program, they cannot be accredited.
Become increasingly popular for reasons we will soon see.

2. Tuition Student Funding Sources Students are Shoppers!
Can I repay the debt?
Tuition
What am I learning?
Student Funding Sources
Can I get a job?
Student going to college, this is what they see.
Exponentially more choices for credit – buying power shifting from college to student with choice.
Exponentially More Choices
Focus on Course Transferability
Students are Shoppers!

3. “Thinking Outside The College…”
ONLINE COURSES
ACE Credit recommended
60+ direct college partners
About $50 per credit hour
PRIOR LEARNING
Sponsored by CAEL
$149 course + $125 per course review
HIGH STAKES TESTS
About $90+ per exam
Paraphrase Taco Bell
EdAssist Study of what corporations actually paid to reimburse students
Source: EdAssist Corporate Survey and College Board, Trends in College Pricing

4. StraighterLine
Provides affordable, well-supported, flexible online general education college courses.
$99 per month + about $49 per course started.
Will enroll 12,000 students this year. 20,000 next year.
At WGU, 90% of SL students are still enrolled after twelve months.
Some “turn-key” outsourced gen. ed. Where student enrolls at college.
Pioneered “Competency Based Courses”
Partner college awards credits for the coursework
Student Advisor forwards student records to partner college
Students choose and are admitted to partner college or use ACE Credit
Student successfully completes a series of rigorous assessments and receives a final grade
Student enrolls
* Subscription –low-cost/low-risk
Very high persistence rates – WGU case study, national studies
Self-paced, tutor-supported courses in Now, this model is called “competency” Didn’t have a name when we started

5. Student Persistence
Stealing CAEL’s thunder, but a great study they did. While both PLA and SL deliver great services, at least as much of their power in persistence is the presence of a low-risk filter. Students who succeed are very likely to succeed. Students who fail haven’t lost much.
Source: Council for Adult and Experiential Learning

6. Individualized Support
Value to a Student
Courses by recognized content providers
Designed by college professors.
High Quality Courses
Start/Stop whenever
No Set Due Dates
Total Flexibility
On-demand educational support
Personal Course Advisor
Individualized Support
Price and subscription keeps student financial risk low.
Textbooks chosen to allow “e” and used book options.
Affordable/Less Risk
Actual Credit Granted by a Regionally Accredited Partner College or ACE school.
Real College Credit

7. More Valuable Students
Value to a College
More Students
After StraighterLine a student will need to complete the majority of his or her degree.
More Valuable Students
These students are very likely to persist
They will likely be out-of-state and using distance education
Referral Partner
Colleges refer students that they cannot serve to StraighterLine
Students can receive discount or the college can receive a fee.
Free articulation agreements.
Referral destination –want the student to return to the referring college. Will co-market with the referring college.

8. About 70 partner colleges. Rapidly expanding. Took 3 years to get to 40. Taken 1 year to get to 70.
Public/Private/For-profit – large adult students

9. More than 500 Colleges…

10. Ohio Colleges that Have Taken SL Credit*
From Ohio…
Ohio
Overall
Enrolled
372
20,000
Completed
193
12,000
To Partner
100
8,000
Ohio Colleges that Have Taken SL Credit*
University of Cincinnati
Owens CC
Columbus State
Sinclair CC
Ohio University
Ohio State
University of Akron
University of Toledo
Lakeland CC
Capital University
Lorain County CC
Ursuline
University of Rio Grade
Central Ohio Tech
Cuyahoga CC
Herzing—Toledo
E. Gateway CC
Franklin University
Wittenberg
Hocking Tech
Wilmington-Cincinnatti
Walsh University
Mercy College
Bowling Green
Probably about 40% lower than we would expect. Probably due to not having a partner college in-state.
Completion rates a little over 50%
Partners also a little over 50%
Both are also a little lower than we see in other states
Data from National Student Clearninghouse shows colleges where students have taken our courses – presumably for credit.
* May have used ACE process. We don’t really know.
* Data from National Student Clearinghouse

12. Articulation Value Students Students Straighterline College (optional)
Website presence; SEO improvement.
Presence in “Intended College” field at student registration.
Inclusion in social marketing.
Co-branded MyLine.
SL outreach to students on college’s behalf.
College (optional)
SL provided coupon to referred students.
Degree plans for corporations and high schools.
to dormant leads.
Special discounts & scholarships for SL students.
Students
Marketing strategies that can be applied to all pre-college pathways – courses like SL, PLA, tests
Students

13. Questions? bsmith@straighterline.com Twitter: @burck
I’ll close by noting that the number of online alternatives from which students can select is only going to grow.
All colleges want to build online programs. As state regualtory barriers fall, more will compete
Non-colleges are offering online courses – SL, MOOCs
CBE programs are rapidly coming online
You, as colleges, need to think strategically about these options. Ultimately, all of them are marketing channels for you.