Background
Campos regularly partners with colleges and universities as they consider launching new degree programs. Before they invest significant resources into a new program, these universities turn to Campos to better understand the interest level and demand for the program and how they should market the program if it launches.
In an ever-more-competitive higher education landscape, it’s critical that institutions ensure the programs they’re offering are aligned not only with workforce needs but with the interests of prospective students.
Execution
We typically begin our program analysis projects with discovery research to understand our project’s broader context. This often includes a qualitative session with key departmental stakeholders to understand why the program is being developed, the perceived strengths and differentiators of the program, the ideal target student audience, and the potential career paths available to graduates. We also review any materials the department has related to the need for or structure of the program.
Then, Campos designs and fields a survey of prospective students to assess interest in and demand for the program. We work closely with our clients to design screening criteria to ensure our survey sample will resemble the types of students they would likely target. We also craft a variety of messages to test in these surveys so we can understand and distinguish between the appeal of the program, school, and potential career paths.
Results
Ultimately, our team delivers a clear picture of the program’s potential. Often, we go beyond interest level and apply weighted survey data to secondary data points to forecast demand for the program and the level of marketing reach necessary to meet desired application volumes.
Additionally, we use survey data to provide recommendations for optimizing the program’s structure to make it more attractive to prospective students. We also make messaging recommendations that leverage the key reasons students would consider applying and enrolling in the program.
We’ve fielded program analysis projects for universities around the country. Our studies have resulted in several successful program launches, as well as informed decisions not to launch programs without sufficient demand. Contact us today to learn how our insights can guide your decision-making process and maximize your program’s success.
