Addendum of Findings - learn.ruffalonl.comlearn.ruffalonl.com/rs/395-EOG-977/images/2016_E_Expectations... · Co16 Srs Fall 15 = Class of 2016, ... Application process details 8%

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Addendum of Findings

2016 E-Expectations Trend Report: Examining Transitions From Junior to Senior Year

To access the main report, visit www.RuffaloNL.com/Eexpectations

© 2017 Ruffalo Noel Levitz | Addendum of Findings: E-Expectations Trend Report 2

RUFFALO NOEL LEVITZ |

Channels College website 77% 82% 71%

Email from school n/a n/a 55%

Phone calls from admissions n/a n/a 50%

Print 38% 41% 42%

Magazine rankings 36% 38% 37%

College planning site entries 44% 50% 36%

How are they finding your website?

Search engines 89% 88% 88%

I know the URL 29% 34% 41%

Link from an email 54% 40% 39%

URL in print 25% 21% 16%

Bookmarked 18% 21% 15%

College planning site 32% 27% 11%

YouTube search n/a n/a 8%

Search methods

Name of school 86% 86% 88%

School and program 59% 49% 50%

Program name 46% 38% 33%

Desired location 44% 42% 29%

Program and location 33% 20% 20%

CLASS OF 2016 SPRING SENIORS

CLASS OF 2016 FALL SENIORS

CLASS OF 2016 SPRING JUNIORS

PARTICIPANT DEMOGRAPHICS

This addendum contains results from three web surveys conducted in May 2015, October 2015, and May 2016.

• May 2015 survey: 1,526 class of 2016 juniors (spring juniors)• October 2015 survey: 2,064 class of 2016 seniors (fall seniors) and 2,064 class of 2017 juniors

(fall juniors)• May 2016 survey: 1,559 class of 2016 seniors (spring seniors) and 1,558 class of 2017 juniors

(spring ’16 juniors)

Within this addendum, the survey groups are referenced as:

• 2016 cohort: spring ’15 juniors, fall ’15 seniors, spring ’16 seniors• 2017 cohort: fall ’15 juniors and spring ’16 juniors

HOW STUDENTS DISCOVER COLLEGES



The following abbreviations are referenced throughout the addendum:

Co16 Jrs Spr 15 = Class of 2016, juniors in spring 2015Co16 Srs Fall 15 = Class of 2016, seniors in fall 2015Co16 Srs Spr 16 = Class of 2016, seniors in spring 2016Co17 Jrs Fall 15 = Class of 2017, juniors in fall 2015Co17 Jrs Spr 16 = Class of 2017, juniors in spring 2016

How does paid interactive marketing fit in?

6%

Have clicked on a paid ad

Never heard of school

Already considering

Planning to attend

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Fall 15

Co17 Jrs Spr 16

USE OF PAID INTERACTIVE MARKETING

15%

14%

11%

13%

43%

46%

39%

52%

47%

54%

45%

16%

54%

23%

68%

64%

24%

63%

30%

6%



How influential are college planning sites?

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Fall 15

Co17 Jrs Spr 16

56% 62% 57% 67%

HAVE USED A SITE OTHER THAN A SCHOOL SITE TO LEARN ABOUT COLLEGE AND UNIVERSITY CHOICES

IF YOU HAVE CLICKED ON ADS, WHERE HAVE YOU DONE SO?

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co17 Jrs Fall 15

Google search Facebook Other Yahoo search Bing search A different search engine

86%

76% 75%

42%

49%44%

17%

6%9%

12%10% 8% 6% 6%7%

5% 5% 5%

33% 36%

Display ad on web page



HOW STUDENTS EXPLORE COLLEGES ONLINE

Types of information students seek in researching potential schools

Website content targets Cost/tuition info 14% 23% 24%

Application process details 8% 14% 13%

Scholarship/aid info 10% 11% 13%

Course catalogs n/a 5% 11%

Program details 17% 9% 9%

Program listing 22% 13% 8%

Rankings and quality details 4% 5% 4%

Request for information form 6% 4% 2%

Admissions events info 5% 3% 2%

What content is most valuable?

Job placement stats 75% 65% 73%

Testimonials/quotes 58% 52% 60%

Grad school placement stats 45% 57% 50%

Program rankings 45% 40% 46%

Program videos 39% 23% 39%

Accreditation details 23% 16% 29%

Faculty profiles 22% 11% 28%

Other 2% 1% 1%

CLASS OF 2016 SPRING SENIORS

CLASS OF 2016 FALL SENIORS

CLASS OF 2016 SPRING JUNIORS



What do they want to see?

INTEREST IN SPECIFIC IMAGES

Photos of student life or non-academic activities

Candid photos (not staged)

Images of students working in labs and

using equipment

Photos of faculty teaching or engaging

with students

Overview of the campus setting, like an

aerial shot

Campus view of buildings with students

Photos of buildings with students

Photos of students representing different

age groups

Photos of specific buildings without

students

Photos with just one or two students

Staged photos showing happy students

75%

67%

62%

61%

58%

57%

56%

48%

45%

20%

17%

76%

67%

65%

63%

62%

62%

55%

48%

47%

21%

22%Co16 Srs Co17 Jrs



How do they use mobile?

When do they use their mobile device for browsing the web?

Smartphone 32.8% 28.1% 37.7%

Tablet 5.6% 6.0% 5.3%

Laptop 46.6% 50.8% 42.3%

Desktop 14.7% 14.9% 14.4%

Other (write in) .3% .2% .4%

CLASS OF 2017CLASS OF 2016TOTAL STUDENTS

All the time If no PC available Rarely

51% 50%

55%

51%

8% 6% 3% 3%

41% 41% 43%46%

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

WHEN YOU RESEARCH A COLLEGE OR UNIVERSITY WEBSITE, WHICH DEVICE DO YOU USE MOST OFTEN? (SELECT ONE)



HOW STUDENTS CHOOSE TO INTERACT How students “raise their hands” online and request interaction with potential schools

Request information

Cost calculator

Campus visit

registration

Scholarship calculator

Open house registration

Application for admission

Class registration

Online event registration

20%

9%

32%

7%11%

4%

38% 41%

30%

23%

31%

23% 24%

18%

6%3%

Preference for responsive view

Always want full site, even on mobile

Prefers optimized version

Rarely uses mobile device for browsing

31% 31%

44% 43%

22%19%

15% 16%

47%51%

41% 41%

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

Co16 Srs Spr 16

Co17 Jrs Spr 16



How do they use request for information (RFI) forms?

65%36% 64%35%

CLASS OF 2017JUNIORS

CLASS OF 2016SENIORS

I actively seek out schools and ask them to send me information

I’ll wait for schools I’ve listed on standardized tests to contact me

What information are they willing to share on these forms?

Email address

Programs of interest

Name Graduation year

High school

Mailing address

Cell phone

87%

77%81%

75%

68%66%

48% 48%

85%80% 80% 79%

75%71%

Co16 Srs Spr 16

Co17 Jrs Spr 16

DATA FROM SPRING 2016 STUDY



Preferred responses to RFI submission

AFTER YOU COMPLETE A FORM TO RECEIVE MORE INFORMATION, WHICH OF THE FOLLOWING RESPONSES FROM THE SCHOOL WOULD BE VALUABLE TO YOU? (SELECT ALL THAT APPLY)

Text message from an admissions counselor

Brochures sent to my home

Phone call from an admissions counselor

Email from admissions counselor

38%35%

51%

62%

33%

27%

80%77%

Co16 Srs Spr 16

Co17 Jrs Spr 16



HOW STUDENTS WANT COLLEGES AND UNIVERSITIES TO ENGAGE THEM ONLINE

Use of email

Uses email at least once/week

Gives email when requested

Opens a message from school of interest

Opens a message from unknown school

97% 97%

78%76%

98% 97%

64%

78%

Co16 Srs Spr 16

Co17 Jrs Spr 16



Use of mobile devices to check email

Co16 Srs Spr 16

Co17 Jrs Spr 16

HOW OFTEN DO YOU CHECK YOUR EMAIL USING A SMARTPHONE OR MOBILE DEVICE?

Never Less than once/month

A few times/month

Once/ week

Few times/week

At least once/day

More than once/day

5% 5%

38%34%

4% 6% 5% 6%3% 3%

18% 17%

27% 29%

Co16 Srs Spr 16

Co17 Jrs Spr 16

Yes, my preference

Not sure I’ve noticed

Doesn’tmatter

I don’t understand

I don’t have a smartphone

Email and phone not synced

1% 1%

56%

49%

22%

29%

18% 18%

2% 3% 1% 1%

WHEN YOU OPEN UP AN EMAIL ON YOUR SMARTPHONE, DOES IT MATTER TO YOU IF THE MESSAGE ADJUSTS TO FIT YOUR SCREEN SIZE?



How do they feel about text messaging?

Willing to allow a college to text

(Yes)

Ever received a text from a college? (Yes)

Messages were from individual, like admissions counselor (Yes)

Messages were from

the college or university in general (Yes)

Messages were from an individual, like an admissions counselor, and from college

or university in general (Yes)

Unsubscribed (Yes)

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

25%

70%

45%

10%

31%

31%

78%

37%

19%

33%

36%

74%

38%

36%

27%

24%

21%

71%

53%

11%

25%

21%



What do they want to receive via text?

Deadline reminders

Application details, such as missing docs or

status

Acceptance notification

Check-ins from my admissions rep

Rejection notification

Links to website content

Links to social media posts

Webinar or live chat invitations

75%

74%

52%

62%

77%

71%

53%

70%

67%

63%

57%

68%

44%

45%

34%

40%

41%

40%

34%

49%

24%

18%

33%

26%

17%

16%

26%

16%

15%

15%

20%

20%

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

Co17 Jrs Fall 15



What about webinars?

Is chat worth it?

Co16 Srs Fall 15 Co16 Srs Spr 16 Co17 Jrs Fall 15 Co17 Jrs Spr 16

Have you ever viewed a webinar offered by a college?

8% (Yes) 10% (Yes) 8% (Yes) 9% (Yes)

Live webinar 48% (Yes) 56% (Yes) 38% (Yes) 46% (Yes)

Recorded webinar 52% (Yes) 44% (Yes) 62% (Yes) 54% (Yes)

Would you view a webinar in the future? 66% (Yes) 55% (Yes) 79% (Yes) 66% (Yes)

SENIORS JUNIORSQUESTION/RESPONSE

Have you ever used a live chat tool as you were looking at a college site?

11% (Yes) 7% (Yes)

Did you initiate this, or did someone reach out to start the chat?

48% 45%

52% 56%

Was this experience helpful to you in learning more about this school?

78% (Yes) 82% (Yes)

CO16 SRS SPR 16 CO17 JRS SPR 16QUESTION/RESPONSE

Initiated by student

Initiated by chat representative



Where should you be on social media?

Facebook

YouTube

Google+

Instagram

Twitter

None

Snapchat

47%

44%

47%

36%

33%

29%

29%

33%

22%

29%

26%

26%

19%

20%

22%

23%

27%

24%

23%

22%

15%

14%

15%

18%

5%

8%

8%

8%

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16

BEST SOCIAL MEDIA CHANNELS TO LEARN ABOUT A SPECIFIC COLLEGE OR UNIVERSITY



Use of live streaming

Facebook engagement as a late-funnel engagement resource

Co16 Srs Spr 16

Co17 Jrs Spr 16

Co16 Srs Spr 16

Co17 Jrs Spr 16

Campus tour led by students

College class in a program

of interest

Sporting event

Admissions open house

session

Concert or arts event

Campus lecture

Other

35% 36%

2% 3%

52%

58%

40%38%

50% 52%

39%35%

30% 29%

Looked at any college Facebook

page

Clicked “Like”

Joined a group

Added a comment

12%

3%

60%

42%

27%

4%

41%

29%

STUDENT INTEREST IN LIVE STREAMING EVENTS BY TOPIC



What type of content belongs on social media?

Photos Videos News stories/features Event invitations

76%79% 78%

75%

50% 49% 48% 47%48%

53% 52% 51%

38% 39%42%

37%

Co16 Jrs Spr 15

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16



What’s the best content to share on social media?

Student life

Campus buildings/location

Academic success and experiences

Deadline reminders

Admissions process details

Campus visit invitations

Athletic team information

Faculty

Alumni

68%

71%

67%

61%

62%

61%

60%

52%

54%

35%

35%

34%

66%

65%

66%

55%

56%

39%

47%

39%

52%

17%

20%

18%

13%

14%

14%

Co16 Srs Fall 15

Co16 Srs Spr 16

Co17 Jrs Spr 16




QUESTIONS ABOUT THIS ADDENDUM OR OPTIMAL STRATEGIES FOR YOUR WEB COMMUNICATIONS?

We welcome your questions and comments about the E-Expectations study. We are also available to discuss your specific goals and challenges for your website and online recruitment strategy. Send an email to [email protected] or call 800.876.1117, and we will be happy to answer your questions.

About the survey sponsors

Find more research reports at www.RuffaloNL.com Or visit www.RuffaloNL.com/Subscribe to be notified when the latest trend reports and white papers are available.

How to cite this addendum Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA. 2016 Addendum of findings: e-expectations trend report. Cedar Rapids: Ruffalo Noel Levitz, 2017. Available at www.RuffaloNL.com. All material in this document is copyright © Ruffalo Noel Levitz. Permission is required to redistribute information from Ruffalo Noel Levitz either in print or electronically. Please contact us at [email protected] about reusing material from this document.

Ruffalo Noel Levitz provides higher education and nonprofit organizations with technology-

enabled services, software, and consulting for enrollment and fundraising management. Since

1973, Ruffalo Noel Levitz has partnered with more than 3,000 colleges and universities and

numerous nonprofit clients worldwide.

CollegeWeekLive enables online, live, and interactive student engagement. From attracting

new applicants to influencing students’ decisions along the way, CollegeWeekLive helps schools

keep students engaged throughout the enrollment cycle.

OmniUpdate is the leading provider of content management solutions designed to streamline

content administration and solve the digital marketing and communication challenges of higher

education. With more than 75,000 users of its web content management system, OmniUpdate

provides its customers with long-term product value and satisfaction.

NRCCUA (National Research Center for College & University Admissions) conducts the nation’s

largest educational planning survey among high school students. This valuable program

facilitates a key link between the individual educational goals and preferences of students and

the vast offerings of colleges and universities.

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Documents

Addendum of Findings - learn.ruffalonl.comlearn.ruffalonl.com/rs/395-EOG-977/images/2016_E_Expectations... · Co16 Srs Fall 15 = Class of 2016, ... Application process details 8%