1. Optional slide.

2. Tuition Pricing Resets: Focus on Small Colleges
Dennis Michael Kelly
Senior Vice President/
Chief Enrollment Officer
Wilmington College, Ohio

3. DENNIS MICHAEL KELLY Senior Vice President/Chief Enrollment Officer
MEET YOUR PRESENTOR
DENNIS MICHAEL KELLY
Senior Vice President/Chief Enrollment Officer
Wilmington College, Ohio
Known as an Enrollment Architect - one who builds sustainable, strategically focused, data informed, enrollment plans - whose teams have won both RNL National Excellence Awards - one each for recruitment and retention. Consultant, presenter and lead strategist or contributor on 6 small college tuition resets.

4. Picture compliments of enrollment FUEL

5. Topics Presented DOES YOUR COLLEGE QUALIFY FOR A RESET STRATEGY?
Tuition Reset: Focus on Small Colleges
Topics Presented
DOES YOUR COLLEGE QUALIFY FOR A RESET STRATEGY?
RESET PITFALLS LEADING UP TO IMPLEMENTATION.
WHITE PAPER PREPARATION.
PLACEMENT OF YOUR RESET PRICE WITHIN YOUR MARKET.
OUTCOMES OF COMPLETED RESETS.
TAKE AWAYS
REFERENCES

6. DOES YOUR COLLEGE QUALIFY FOR A RESET STRATEGY?
Tuition discount greater than 50%
Classes and housing below capacity
Applications in steady decline
Total full time enrollment in decline
A price versus quality mismatch

7. RESET PITFALLS LEADING UP TO IMPLEMENTATION
Lack of long term planning
Lack of board, faculty or student government support
Lack of confidentiality with reset team
Impact on discount rate and awarding
Proper group of college competitors

8. WHITE PAPER PREPARATION
Executive Summary
Pooling together talent within a small college
Position your new price within a marketplace
Communications Plan
Data Collection

9. PLACEMENT OF YOUR RESET PRICE WITH IN YOUR MARKET

10. PLACEMENT OF YOUR RESET PRICE WITH IN YOUR MARKET

11. FAVORABLE OUTCOMES OF 5 PREVIOUS RESETS
RESETTING TUITION IS MORE THAN RESETTING PRICE
FAVORABLE OUTCOMES OF 5 PREVIOUS RESETS
Institution
Enrollment 2018*
Enrollment Reset Year*
2018 Tuition
Tuition Reset Year A
4,792
3,450
$23,000
$19,700 B
1,555
1,100
$18,500 C
1,686
1,300
$30,950
$28,000 D
1,260
1,112
$24,800
$23,800 E
918
860
$18,600
$16,500 F
Live
*90% Fulltime
Data: NAICU, IES/NCES Data
Reset years were between for A-E

12. FAVORABLE OUTCOMES OF 5 PREVIOUS RESETS
RESETTING TUITION IS MORE THAN RESETTING PRICE
FAVORABLE OUTCOMES OF 5 PREVIOUS RESETS
Institution
Enrollment Growth 2018%
Tuition Increase to Date A
38.8%
$3,300 B
41.36% $0 C
29.69%
$2,950 D
13.3%
$1,000 E
6.79%
$2,100

13. TAKE AWAYS
Reset strategies can result in high reward/low risk if planned effectively
Reset strategies call on the entire resources of a college
Returning student strategies cannot be overlooked
Most reset strategies are accompanied by diverse additional enrollment opportunities
Incoming students do not view the new tuition as a reset.

14. ADDITIONAL REFERENCES
Dennis Kelly, Wilmington College, Ohio/Consultant
“Do Price Resets Work?” Lucie Lapovsky, Ph.D. April 2019
NAICU – National Association of Independent Colleges or Universities
IES/NCES Data
IPED Competitive Data Sets

15. Q & A

16. THANK YOU