A quick glimpse at the year’s top headlines—

“Economic crisis sparks sharp rise in

workforce counseling,” “Financial fears

send nation’s stress soaring,” and

“Employers grapple with rise in workplace suicide”—

and it’s clear how busy and invaluable employee

assistance programs have been in preventing the

economic disaster from becoming a workplace

disaster. But what’s in store for 2010?

E APs are headed back to school. But

if visions of college conjure up

dorm rooms, football games,

frat houses, and keg parties,

think again. Today, it’s all about the

non-traditional college—the

hundreds of for-profit and online

colleges that offer career,

vocational, and technical

programs. With programs

catering to adult and

non-traditional

students, these

schools have

experienced record

growth in an

otherwise weak

economy.

The University of Phoenix is an example. This

heavily marketed for-profit university reported a 22%

enrollment increase in 2009, with projections to 26%.

The online sector grew 13% last year, with nearly one

in four students taking online courses, up from one in

10 in 2002. Community college enrollment also rose

25% compared with a year ago.

The Student Assistance Solution As these for-profit and online schools attract a flood

of new students, the next challenge is keeping them.

For every student that drops out, the school loses

tuition income, as well as all potential earnings from

ancillary expenses.

The last thing these for-profit schools want is to lose

revenue. That’s where the EAP comes in: to deliver

comprehensive student assistance that helps the

school attract new students, boost retention rates,

remain market-competitive, and build revenue.

How Student Assistance Programs Work In an effort to keep students in school, a top ten

national for-profit university worked with ACI

Specialty Benefits—their longtime EAP provider—to

deliver SOAR (Student Outreach, Assistance, and

Resources) to select locations on a trial-period basis.

The program reported 11% utilization in just the first

three-months—more than double the national

average for employee assistance utilization. In

addition to telephonic counseling, legal and financial

consultation, SOAR also provided assistance on

everything from affordable housing, food and shelter

to low-cost computers—even a source for free

diapers!

After providing students with resources, counseling,

and referrals for all of their complex needs, a follow-

up student survey revealed significant ROI data:

• 41% said it would have been difficult or

impossible to continue school without the

services;

• 88% of students stated that SOAR allowed

them to focus more on school;

• 94% said they would recommend the

service to other students or family

members.

Strategies to Attract, Retain, and

Graduate Students A student assistance program equips college faculty,

staff, and administration with tools and resources for

students in need; and, from a business standpoint, the

school gains a great marketing tool to attract new

students and remain competitive.

In developing a strategy to attract, retain, and

graduate students, it may be time to take a new look at

higher education. Here are a few strategies for

today’s “new look” on the college campus:

1. Focus on dollar signs. Keeping students in

school means keeping money in the bank. ROI

and EAP form the basis for expanding into

student assistance programs.

2. Listen and learn. Each academic institution is

unique, with its own student demographics,

culture, policies and goals. A student assistance

program demonstrates knowledge of both new

approaches to higher education (e.g. online

degrees); as well as understanding of the “new”

student; cultural, racial, family, diversity,

economics, stress and other issues.

3. Create a strong list of funnel questions to direct

information to the school’s business proposition,

aiming toward choosing a student assistance

solution tailored to your school’s specific needs.

4. Develop the value proposition. Students are

dealing with stress, depression, anxiety and the

myriad of behavioral symptoms that characterize

lives of juggling school, work and family. The

student assistance program is a professional

resource, and not a replacement to existing

counseling programs.

5. ROI is key. The student assistance program

offers detailed utilization and outcome

reporting—invaluable data in forecasting

enrollment and developing retention strategies.

With this high-level of reporting, institutions—

both traditional and non-traditional—will be

perfectly positioned to assist the staff (faculty,

counselors, etc.) in strategic long-term planning,

make suggestions for program enhancements, and

work to establish a variety of benefit solutions for

years to come.

Schools succeeding amidst budget cuts and

endowment losses are taking a revolutionary approach

to higher education: one that targets underserved

markets—first-generation college students and

working adults—with educational programs focused

on ‘convenience’ and ‘customer service.’ This

revolutionary approach to education requires a

revolutionary approach to student services, and

student assistance programs may just be the edge

needed to stay ahead in today’s competitive market.

About the Author – Dr. Ann D. Clark

Dr. Ann D. Clark is CEO and Founder of ACI

Specialty Benefits, a top ten EAP and leading

provider of student assistance programs, wellness,

concierge and work/life services. A best-selling

author, Dr. Clark is one of the original Certified

Employee Assistance Professionals (CEAP) and a

licensed Marriage and Family Therapist. She can

be contacted at aclark@acispecialtybenefits.com.

This article is an abridged version of original featured in Benefits Selling Magazine, December 2009.