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The Survey of Adult & Continuing Education Programs in Higher Education
2011 Edition

  • Publication Date:January 2011
  • Publisher:Primary Research Group
  • Product Type: Report
  • Pages:
  • ISBN:157440-159-9

The Survey of Adult & Continuing Education Programs in Higher Education 2011 Edition

The 200+ page study looks closely at trends and growth rates in current and expected revenue and enrollment, course development plans, cost structure, administrative and faculty staffing, use of technology, success rate for different types of courses, and marketing practices. The study presents highly detailed data on the use of various kinds of marketing vehicles including Facebook, Google, newspaper and magazine advertising, direct mail, opt in email, billboards, television and radio advertising and other forms of promotion.   Detailed data on use of market research firms, advertising agencies and other consultants is also included.


Just a few of the report's many findings are that:
  • The typical program had a mean of nearly 78 instructors who taught at least one adult ed or continuing ed course in the past year; the median was 30.
  • Adjuncts taught a mean of nearly 64% of adult education classes for the programs in the sample; the median was 71.5%.  At community colleges adjuncts taught close to 82% of adult education classes.
  • Mean program revenue was $5,015,032.
  • Nearly two thirds of the programs in the sample are expected to earn a profit that can be used to support other divisions of the college.
  • Spending on social networking sites such as Facebook was minimal.
  • Nearly 28% of program revenues for the colleges in the sample came from employers of adult and continuing education students. The more sophisticated the degree offered the more likely it was to be paid for in whole or in part by the student's employer.
  • Mean spending on direct mail by the programs in the sample was only $22,533 and median spending was only $276, meaning that many programs did not spend anything at all on direct mail.
  • Community colleges received by far the lowest percentage of their adult education revenues from degree programs, only 18.4%.

 

The 200+ page report presents data from 40 higher education programs of adult or continuing education The report covers recent and expected trends in revenues, enrollment, course development, budget, admininstrative and faculty personnel development, technology use, source of revenues and other factors important to administrators of adult and continuing education programs in higher education.

The report gives highely specific data on current and expected enrollment and revenue growth, and cost structure with a particularly strong empohasis on marketing expenditures.  The study presents highly detailed data on marketing spending for direct mail, newspaper and magazine advertising, billboards, radio and television, and various forms of e-advertising including opt in email, banner ads, search engine optimization, ads on Google and Bing, and social network marketing through Facebook and other venues.

Other issues covered include: contracted and tailored adult ed programs for specific institutions, trends in employer support for adult ed programs, revneues derived from distance learning,  and other issues Data is broken out by size and type of educational institution.

TABLE OF CONTENTS
LIST OF TABLES
THE QUESTIONNAIRE
PARTICIPANTS
SUMMARY OF MAIN FINDINGS
CHAPTER ONE: PERSONNEL
Question One: Approximately how many full time-enrolled students does your college have?
Question Two: What is the total number of administrative personnel employed by the adult/continuing education program?
Question Three: Choose the phrase that best describes future employment trends among administrative & technical personnel in your adult/continuing education program over the next two years
Question Four: What is the total number of faculty (adjunct or staff) who taught at least one course in the adult/continuing education program in the past year?
Question Five: Approximately what percentage of the courses offered by your program is taught by regular staff faculty?
Question Six: Approximately what percentage of the courses offered by your program is taught by adjunct faculty?
CHAPTER TWO: PROGRAM PROSPECTS
Question Seven: If your adult/continuing education program offers undergraduate degrees, what do you think the outlook is for the next two years for enrollment in these degree-oriented programs?
Question Eight: If your adult education program offers certificates in information technology fields what do you think the enrollment prospects are for these programs, on average, in the next two years?
Question Nine: How many students were enrolled in degree adult/continuing education programs in the fall 2010 semester?
Question Ten: How many students were enrolled in non-degree adult/continuing education programs in the fall 2010 semester?
Question Eleven: What were the total revenues for the adult education program in 2009-10?
Question Twelve: What were the total revenues for the adult education program in 2010-11?
Question Thirteen: What were the total revenues for the adult education program in 2011-12 (anticipated)?
Question Fourteen: What percentage of the adult education program's revenue is from degree-related courses?
Question Fifteen: What percentage of the adult education program's revenue is from courses for certificates/professional requirements?
Question Sixteen: What percentage of the adult education program's revenue is from all other courses?
Question Seventeen: Does the adult/continuing education program offer one day or other such very short term workshops that typically involve just one or a few sessions?
Question Eighteen: Approximately what percentage of your program revenues is derived from these one day or very short term courses?
Question Nineteen: Choose the phrase which best describes your attitude towards one-day or other short term, generally non-credit workshops or seminars
CHAPTER THREE: FINANCIAL AID
Question Twenty: Approximately what percentage of the total tuition and fee revenue in the adult education program is provided by the employers of students?
Question Twenty-one: Which statement best describes your program's recent experience with the willingness of employers to help pay for their employees adult/continuing education?
CHAPTER FOUR: OUTLOOK FOR ENROLLMENT
Question Twenty-two: Management assessment of enrollment trends in the adult education program in the past year
Question Twenty-three: Management assessment of enrollment trends in the adult education program in the upcoming year
Question Twenty-four: Outlook for enrollment growth in the adult education Nursing programs
Question Twenty-five: Outlook for enrollment growth in the adult education Radiology Technician programs
Question Twenty-six: Outlook for enrollment growth in the adult education Home Healthcare programs
Question Twenty-seven: Outlook for enrollment growth in the adult education Healthcare Information Technology programs
Question Twenty-eight: Outlook for enrollment growth in the adult education Laboratory Technician programs
Question Twenty-nine: Outlook for enrollment growth in the adult education Health Insurance/Claims Management programs
Question Thirty: Outlook for enrollment growth in the adult education Web Site Design programs
Question Thirty-one: Outlook for enrollment growth in the adult education Internet Marketing & Blogging programs
Question Thirty-two: Outlook for enrollment growth in the adult education Network Administration programs
Question Thirty-three: Outlook for enrollment growth in the adult education Computer Programming programs
Question Thirty-four: Outlook for enrollment growth in the adult education Computer & Software Training programs
Question Thirty-five: Outlook for enrollment growth in the adult education Psychology/Counseling programs
Question Thirty-six: Outlook for enrollment growth in the adult education Business/Finance/Economics programs
Question Thirty-seven: Outlook for enrollment growth in the adult education English programs
Question Thirty-eight: Outlook for enrollment growth in the adult education Engineering programs
Question Thirty-nine: Outlook for enrollment growth in the adult education English as a Second Language programs
Question Forty: Outlook for enrollment growth in the adult education High School Equivalency programs
Question Forty-one: Outlook for enrollment growth in the adult education SAT/GRE Coaching programs
Question Forty-two: Outlook for enrollment growth in the adult education GMAT/LSAT Coaching programs
Question Forty-three: Which description best summarizes your view of the market conditions for adult education courses that you have confronted in the past two years?
Question Forty-four: What has been the change in enrollment in the past year for students enrolled in degree programs?
Question Forty-five: What has been the change in enrollment in the past year for students enrolled in non-degree certificate programs?
Question Forty-six: What has been the change in enrollment in the past year for students enrolled in programs aimed at seniors?
Question Forty-seven: What has been the change in enrollment in the past year for students enrolled in short-term workshops or seminars lasting one week or less?
CHAPTER FIVE: MARKETING
Question Forty-eight: Does the adult education program have a marketing budget that is distinct from the overall college budget?
Question Forty-nine: If so, what is the marketing budget for this year?
Question Fifty: In the past year, has your college used direct mail to promote the adult education program?
Question Fifty-one: In the past year, has your college used telephone solicitation to promote the adult education program?
Question Fifty-two: In the past year, has your college used newspaper advertising to promote the adult education program?
Question Fifty-three: In the past year, has your college used magazine advertising to promote the adult education program?
Question Fifty-four: In the past year, has your college used radio advertising to promote the adult education program?
Question Fifty-five: In the past year, has your college used billboards to promote the adult education program?
Question Fifty-six: In the past year, has your college used opt-in email to promote the adult education program?
Question Fifty-seven: In the past year, has your college used Google, Bing, Yahoo or other Search Engine Keyword ads to promote the adult education program?
Question Fifty-eight: In the past year, has your college used Facebook, MySpace or other Social Networking ads to promote the adult education program?
Question Fifty-nine: In the past year, has your college used web page sponsorship, banners or other web ads to promote the adult education program?
Question Sixty: How much did the program spend in the past year on direct mail?
Question Sixty-one: How much did the program spend in the past year on telephone solicitation?
Question Sixty-two: How much did the program spend in the past year on newspaper advertising?
Question Sixty-three: How much did the program spend in the past year on magazine advertising?
Question Sixty-four: How much did the program spend in the past year on radio advertising?
Question Sixty-five: How much did the program spend in the past year on billboards?
Question Sixty-six: How much did the program spend in the past year on opt-in email?
Question Sixty-seven: How much did the program spend in the past year on Google, Bing, Yahoo or other Search Engine Keyword ads?
Question Sixty-eight: How much did the program spend in the past year on Facebook, MySpace or other Social Networking ads?
Question Sixty-nine: How much did the program spend in the past year on web page sponsorship, banners or other web ads?
Question Seventy: How much did the program spend in the past year on payments to search engines or consultants for optimization?
Question Seventy-one: If the program uses direct mail what is the approximate cost per piece (in cents) of the direct mail pieces sent out to prospective students?
Question Seventy-two: What was the total number of direct mail pieces sent in the past year by the programs?
Question Seventy-three: In order to promote the program does it maintain any print newsletter or magazines?
Question Seventy-four: In order to promote the program does it maintain any email newsletter?
Question Seventy-five: In order to promote the program does it maintain any blog?
Question Seventy-six: In order to promote the program does it maintain any podcast?
Question Seventy-seven: In order to promote the program does it maintain any webcast or other video on demand?
Question Seventy-eight: In order to promote the program does it maintain any YouTube site or channel?
Question Seventy-nine: In order to promote the program does it maintain any Facebook or other social networking program page?
Question Eighty: In order to promote the program does it maintain any website or web page?
Question Eighty-one: Is the adult education program generally expected to show a surplus of revenue over expenses that can be used by other divisions of the college?
Question Eighty-two: Has the adult education program worked with any market research firm in the past two years?
Question Eighty-three: Has the adult education program worked with any advertising agency in the past two years?
Question Eighty-four: Has the adult education program worked with any public relations agency in the past two years?
Question Eighty-five: Has the adult education program worked with any online marketing/web design consultancy in the past two years?
Question Eighty-six: In the past year how much did the adult/continuing program spend in the aggregate on marketing, advertising and public relations consultants and firms?
Question Eighty-seven: In your view which marketing method gives your program the "biggest bang for the buck" in terms of attracting students?
Question Eighty-eight: What are the prospects for spending on radio ads in the current year?
Question Eighty-nine: What are the prospects for spending on television ads in the current year?
Question Ninety: What are the prospects for spending on ads in college newspapers in the current year?
Question Ninety-one: What are the prospects for spending on ads in daily newspapers in the current year?
Question Ninety-two: What are the prospects for spending on ads in magazines in the current year?
Question Ninety-three: What are the prospects for spending on billboard ads in the current year?
Question Ninety-four: What are the prospects for spending on direct mail in the current year?
Question Ninety-five: What are the prospects for spending on opt-in email in the current year?
Question Ninety-six: What are the prospects for spending on Google ads in the current year?
Question Ninety-seven: What are the prospects for spending on Yahoo or Bing ads in the current year?
Question Ninety-eight: What are the prospects for spending on other search engine ads in the current year?
Question Ninety-nine: What are the prospects for spending on Facebook ads in the current year?
Question One hundred: What are the prospects for spending on other social networking sites ads in the current year?
Question One hundred one: What are the prospects for spending on online banner ads, site sponsorships, etc., in the current year?
Question One hundred two: What are the prospects for spending on telephone solicitation in the current year?
Question One hundred three: What are the prospects for spending on sending out press releases in the current year?
Question One hundred four: What are the prospects for spending on visits by recruiter to schools, businesses, etc., in the current year?
CHAPTER SIX: BUDGET
Question One hundred five: What was the program's budget in the past year?
Question One hundred six: Were staff salaries included in the adult education program's budget?
Question One hundred seven: Were adjunct and part time salaries included in the adult education program's budget?
Question One hundred eight: Were marketing expenses included in the adult education program's budget?
Question One hundred nine: Were utilities costs included in the adult education program's budget?
Question One hundred ten: Were classroom and office space costs included in the adult education program's budget?
Question One hundred eleven: Were educational materials expenses included in the adult education program's budget?
Question One hundred twelve: Choose the answer that best reflects what you think will happen to the Program's budget in the next year, the 2011-12 school year
CHAPTER SEVEN: PROPRIETARY PROGRAMS
Question One hundred thirteen: If the program has proprietary education contracts with government agencies or businesses, etc, then approximately what percentage of overall adult/continuing program revenues are from these sources?
Question One hundred fourteen: Does the adult education program provide courses specifically designed and packaged for or sold to prisons?
Question One hundred fifteen: Does the adult education program provide courses specifically designed and packaged for or sold to hospitals?
Question One hundred sixteen: Does the adult education program provide courses specifically designed and packaged for or sold to the U.S. Armed Forces?
Question One hundred seventeen: Does the adult education program provide courses specifically designed and packaged for or sold to K-12 education institutions?
Question One hundred eighteen: Does the adult education program provide courses specifically designed and packaged for or sold to utilities institutions?
Question One hundred nineteen: Does the adult education program provide courses specifically designed and packaged for or sold to retail/wholesale institutions?
Question One hundred twenty: Does the adult education program provide courses specifically designed and packaged for or sold to banking/finance/insurance institutions?
Question One hundred twenty-one: Does the adult education program provide courses specifically designed and packaged for or sold to manufacturing?
Question One hundred twenty-two: Does the adult education program provide courses specifically designed and packaged for or sold to other institutions?
Question One hundred twenty-three: If your adult education program has contracts to provide educational services to specific institutions do some of these institutions enjoy discounts off of the tuition prices that might have been charged those in programs offered to the general public?
Question One hundred twenty-four: Does the adult education program have non-English language marketing brochures or make any advertising/marketing efforts in languages other than English?
CHAPTER EIGHT: TECHNOLOGY
Question One hundred twenty-five: Does the adult education program offer distance learning courses?
Question One hundred twenty-six: If the adult education program offers distance education programs, approximately what percentage of total program revenue is accounted for by distance learning courses?
Question One hundred twenty-seven: Does the adult education program employ one or more individuals whose task it is to assist instructors and students in using distance learning technologies?
CHAPTER NINE: COOPERATIVE VENTURES
Question One hundred twenty-eight: Has the adult/continuing education program developed classes or programs in foreign countries?
Question One hundred twenty-nine: Has the adult education program joined forces with other colleges or universities to collaboratively offer classes or programs?
Question One hundred thirty: Has the adult education program joined forces with elementary or grammar schools to collaboratively offer classes or programs?
Question One hundred thirty-one: Has the adult education program joined forces with museums to collaboratively offer classes or programs?
Question One hundred thirty-two: Has the adult education program joined forces with trade associations or professional organizations to collaboratively offer classes or programs?
Question One hundred thirty-three: Has the adult education program joined forces with any other types of institutions to collaboratively offer classes or programs?
Question One hundred thirty-four: Has the adult education program ever bid on education contracts to provide educational services to any of international organizations such as the World Bank, United Nations, or other international organizations?
Question One hundred thirty-five: Has the adult education program ever bid on education contracts to provide educational services to the U.S. Government (including the armed forces)?
Question One hundred thirty-six: Has the adult education program ever bid on education contracts to provide educational services to any state (or provincial) government?
Question One hundred thirty-seven: Has the adult education program ever bid on education contracts to provide educational services to a local government?
Question One hundred thirty-eight: Has the adult education program ever bid on education contracts to provide educational services to a public utility?
Question One hundred thirty-nine: Has the adult education program ever bid on education contracts to provide educational services to K-12 school districts?

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