Office Hours With EAB

EAB’s Carla Hickman joins David Kuehl to trace the evolution of online program managers and offer advice to today’s university leaders on how to partner with OPMs to boost online enrollment. Carla and David explore the current regulatory environment as well as different contract models that minimize upfront costs without sacrificing long-term revenue growth potential. The two also urge listeners to build accurate financial models to help you forecast when your OPM partnership should begin generating net profits.

EAB’s Michael Koppenheffer and Colin Koproske discuss ways that virtual reality is already transforming higher ed. Colin recently hosted a delegation of university presidents on a tour of the Dreamscape Learn offices in Los Angeles where they got to “kick the tires” on new virtual reality course content that Dreamscape developed in partnership with Arizona State University. Michael explains what separates an average virtual campus tour from a great one, and explains why they have become an indispensable recruiting tool for colleges.

EAB’s Beth Donaldson and Dave Kuehl discuss how to reach prospective graduate school students who are looking to switch careers and enroll in business programs that may be very different from their undergraduate field of study. They encourage institutions to develop a data-driven approach to identify this unique student population and craft messages that will resonate with that audience. Beth and Dave also offer tips on ways to eliminate administrative obstacles and on the importance of focusing your marketing messages around the expected return your students can expect to see on their education investment.

EAB’s Michelle DiMenna and Emily Upton discuss the growing “stealth shopping” phenomenon that is forcing colleges to change how they recruit and engage prospective students. Michelle and Emily identify the best ways to connect with stealth shoppers early in their college search by optimizing your website for recruitment, refining your social media strategy, and by enlisting faculty in the effort to make meaningful connections with potential applicants.

EAB’s Maggie Everett is joined by the University of New England Dean of Students and VP of Student Affairs, Jennifer DeBurro. The two discuss Jennifer's efforts to build a better student mental health counseling framework at UNE. That work began with an unflinching study of existing approaches, intensive data collection, and establishment of benchmarks to measure progress going forward. The initial impact report was then used as a mechanism to initiate critical conversations with faculty, staff, and parents that have led to important changes.

EAB’s Tara Zirkel and Mike Saxvick examine systemic weaknesses within the admissions practices at two-year institutions that allow far too many prospective students to fall through the cracks. They urge listeners to begin cataloging all the “side doors” through which prospective students inquire about your school and then capture those disparate data points into a unified CRM and student retention platform. Doing so helps short-staffed admissions team streamline subsequent communication efforts to convert more inquiries into applicants and more applicants into successful, engaged students.

EAB’s Angela Street is joined by DC-based PR professional Stacy Skelly from The Reis Group, for a conversation on managing PR during a crisis. The two discuss how to prepare a crisis communications plan before disaster strikes, how to communicate with key audiences, and pitfalls to avoid in the heat of the moment. They also discuss ways to overcome challenges common within the university setting, that can make it difficult to reach consensus when developing messages for public consumption.

EAB’s Jarrell Anderson and Alexa Silverman explore proactive steps that colleges can take to help Black and Latino men build a stronger sense of connection with their campus community. With Black and Latino men lagging nearly every other demographic in terms of college graduation rates, colleges are trying creative new approaches to drawing these students in and making them feel valued. Jarrell and Alexa share innovative programs that are working for partner institutions and identify four key moments in the student lifecycle when making a positive connection is especially critical.

Juli Scalf, part of the College Greenlight team at EAB, is joined by Jordan Wesley, Managing Director of Partnerships for a community-based organization called Let’s Get Ready. The two discuss ways to forge better partnerships with CBOs by understanding the role they play in helping students overcome obstacles when applying to colleges. Jordan also shares tips for admissions teams who want to communicate and work more effectively with CBOs to boost enrollment.

EAB’s Michael Fischer and Ron Yanosky discuss whether ChatGPT represents an existential threat to higher education. The two review the current state of play and examine ways that institutions are adapting to force students to complete assignments and demonstrate mastery of course material without the aid of artificial intelligence “shortcuts.” They also explore ways that institutions might evolve to incorporate the use of AI to complement but not replace a student’s own creative thought.