2011 review. 2012 outlook

Let’s take a minute and look back at 2011 and the year that was. If there was one word that stands out and was a major area of focus, that one word would be compliance. Many schools added compliance officers and there was a greater focus on transparency. 

Here at PlattForm, our compliance team expanded and we added in-house general counsel. In addition, a compliance section was added to our portal, EduAnalytics. By using the portal, clients have access and full transparency to their affiliate landing pages and can participate in conversations around compliance issues. 

The list of changes and challenges goes on. Gainful Employment impacted everyone and for our clients, adapting was the marching order. Program changes were made. Program disclosures and Net Price Calculators were added to websites. New admissions comp plans were rolled out. There were a lot of conversations (and still are) regarding conversion trends, how the inquiry mix continues to change due to Panda (read Mike McHugh’s great article on page 40 in the January edition of Career College Central magazine), and how changing media habits continue to alter how prospective students are inquiring.

Moving into 2012, there is more focus on 90/10 ratios and the impact of those changes. Schools are diving into the data to see which programs and degree types are most impacted. So are we.

The recent changes with Title IV eligibility for ATB students as of July 1 have become a focus for those schools serving that market segment. It’s concerning to us too. 

Placement is also a large area of focus, especially as unemployment numbers remain high. Moreover, there is growing student awareness of debt and assuming too much.  

In 2012, how do we balance all of these extremely important areas of focus? One mistake we have seen time and time again is when clients do not start with the data to give a full picture of what is going on and where things are. Here are a few other observations, along with a better approach:

• We all have hunches or ideas of factors and dynamics driving others. Let the data be your guide to show you what is going on.  
• Share that data with your partners. Allow them to come to you with ideas for solutions. 
• Just like it is important to not look at your marketing channels in silos, don’t work in a silo.  Allow the information and data to flow freely – the more context that is exchanged, the more strategic your plan will be.

2012 is shaping up to be as interesting and eventful as 2011, especially with it being an election year.  Let me close with something that has always impressed me. It is the adaptability of our schools and how innovative and smart they are in meeting and overcoming challenges. The more we work together to confront the challenges before us, the easier the ride will be in 2012.