42: Geographic Student Targeting at University System of Georgia w/ Angela Bell

ABOUT THIS EPISODE

Dr. Angela Bell, Associate Vice Chancellor of Research and Policy Analysis at The University System of Georgia discusses how their Zillow-like research tool allows them to better geographically target untapped and underserved students.

You're, listening to enrollment growth,university from helicks education, the best professional development podcastfor higher education leaders looking to grow in Romant at their college oruniversity, whether you're looking for fresh endromant growth techniques andstrategies or tools and resources, you've come to the right place. Let'sget into the show, welcome back to anroman growthuniversity, a proud member of the connect Edu podcast network, I MarGolson AVP of marketing at helicks education and were here today withDoctor Angela Bell, Associate Vice Chancellor of research and policyanalysis at the university system of Georgia. Andie welcomed the show.Thanks for viding me really excited t talk Toho today about how to use datato better geographically target perspective students before we takeinto that Angi. Can you get the listeners a little bit betterunderstanding of both the university system of Georgia and your role there?Yes, absolutely. The university system...

...of Georgia is the state agency thateversees the public tenty eight four year, schools and Georgia and thoserange from research universities like Georgia, Tech N, Uiversity of Georgia.It's a very small state colleges like East Georgia, State College. MyDivision of Research and policy analysis at the USG is like aninstitutional research office at a campus. So we are responsible forcollecting data from campuses and then doing regular, recording, responding todata request, running analyses and conducting research for the universitysystem. All in the name of helping decicient. The system run moreefficiently and imprevious mission of educating students in the state ofGeorgia. Love really intrigued with what you're building there can you giveus a high level overview of this Zillo like tool, you're, creating to finduntap geographies for USG institutions? Sure so this tool that we've created aspart of a collaborative project with an...

Institutov government called theCarlvincen institutove government at th University of Georgia, that we embarkeddone with him a couple of years ago to find better ways to use our system datathat we collect from campuses first to help the system at decisions, but thento to try to help campuses and then fervhor further that evolved to help data that is actionable for campases tocarry out their mission more successfully. And so that's how thistool developed and this tool we called the market share tool- is a multipaneldashboard designed to help our use. Colleges identify the high schoolwithin their spector, but at the Research University, Tate University,Sate College Etcetra were their additional qualify and collegeprospects and thus hopefully grow their engollment at their institution andcrease access to higher education state. The avtet built around that contextthat thereare four sectors, afd institutions in our system, withbearing admissions criteria so on one paint of the dashboard. It plots everystate public high school on a grid, but...

...it's eligibility rate for our state Mai,based financial aid program and also by this high school spren reduced priceLarnch alaability race. These are rough proxies for academically, talentedstudents and low income students who we know we need to increase access for tothe side of each high school dot, reflects the number of unenrolledprospects and Red Dot, highlight schools with the lowest capturate andrepresent where we hade the greatest opportunity to create more student.While Grad doctor schools, we already have a significant presence thatanother pain on the dash for Ta map, with dots to the locations of each ofthose high school and the same colors as that first panel, desinating toCapturat. So the map also shows the location of the US institutions mainand satellite campuses within that sector. A third pain contains a tablewith details of the details about each high school, including their historicalnumber of propects, the capture rate into that USD sector and thepostgraduation destinations of their...

...student whul. Are they be USGinstitutions Ar Georgia, technical college system, other persecondaryinstitutions or the workforce, and then the top of the dashboard, there'sflives and toggles to filter which high schools are shown or highlightedaccording to number or share of anrolled prospects? So these differentpains are coordinated with each other so that selections on one pain carryover to the other pain. So institutional user can select that theywould want to see only high school, whereas a system, we are capturing lessthan twenty five percent of qualified prospects and then only those highschools were showing the grid and on the map. And then the user can go tothe map and see where those high schools are located and use a lassofeature on the map to select high schools in a specific part of the statethat they want to target for outrage. The high school information pain willautomatically updade and they can look at the characteristics of those highschools. They selected that meet their selection criteria and SA, for example,that at one school, many students are attending private colleges in the statewhich prompts one type of recritman...

...message at that high school, as opposedto another school, where a large number of students are going straight into theworkforce. There's also copeous other information available about all Georgiapublic high school than another Dat. We had built to compliment that providedin the tool the market share to a while, if describing it's an incrediblyimpressive tool. How is the tool being used today, h? Who are your primaryusers and what are they specifically trying to do d and how are they actingupon the their findings? The thetool is Beeng used, PRI, predominantly rightnow by admissions and Roman management teams that are USG institutions torefine and enhance their outrape trategies. For example, a StateUniversity just south of Atlanta had been analyzing their current theaterschools and sort of assessing the return in terms of enrollment on theirinvestment and outrate to these schools and deciding where they needed toeither enhance out reach, just continue outreage or keep it the same, and thenthey use our tool to identify schools...

...where they had lower no enrollment, butthe tool indicates that there's room for growth and enrolment of studentsqualified to attend astate university. So this is waiting then, to look atspending more recruiting resources in the northwestern part of the state,rather than some of the places to the South wher. They have beentraditionally focussing on recruiting. It's awesome Angi. You are uilizingthis data, specifically tefined underserved, undertapped audiences,those who may qualify for state Maridade but aren't taking advantage ofit. Do you have any personal concerns with the ability of tools like this oto do the opposite to geographically discriminate agains specificpopulations that may require more aid to attend? Is that possible? Yes, am I concernedno, we as a system of been engaging in very strong messaging, the institutionsabout what the high school pipeline looks like, who we've been doing a goodjob of serving and what types of students we've been less successfulwith there's an imperative here that,...

...in order to maintain healthyinstitutional enrollment in order to produce the numbers of graduates neededour state changing workforce and really to fulfill our mission of improving theState through college attainment that we must do tbetter job ind, rollingminority and Loa income students. This his been an ongoing message. We've beensending to our institution. Furthermore, at our institutions with enrollmentchallenges, some due to regional population decline, not recruitingevery eligible student simply isn't an option, but ultimately, I believe inthe integrity of our institutional personnel to use these tools to theaims they were intended for to broaden axdess for all stadent awesome. Angiyou've also created a similar tool for targeting adult learners and degreecompleters. What are those critical data points? You're utilizing todetermine where geographically, there may be underserved pockets ofperspective? Adult learners yeah? This tool is Yo, know companionpiece to thehigh school one and it's a dashboard with pains with they and data tables ina map, and it uses US pensus. American...

...community survey, data on age,educational attainment and Employment Badtus by county, and also the muchmore granular sensus track to allow a user to select their definition of apotential adult learners, say: Population, age, Tsenty, five to fortyfour, with a high school diploma or some college that no bachelors degreeand not employed, and then Sey the number and share residents in a countyor a sensor track that meet those criteria. And this allows the school tosee where their marketing efforts for adult luarners should be targeted forgreatest impact, whether that be through direct mail, billboards oriperit materials placed in community organization and into a company Athouttheiare pages in the at they show for each county or groups of countis it.They select them the number of employers by industry, how manyemployees they have and their average wages and also pages that shows o thetwelve economic regions in the state. What the projections are for O thousndand twenty four for broad occupation categories and the annual opening andit' stil an other page that shows for...

...individual occupations in that region.The job projections, an opening, along with a typical educational attainmentrequired for that occupation. But this industry and occupation information canbe used in a messaging to the adult learners once you target them about thejobs that are available and growing in the education required for them, butthe institution offers it can also be used by insitutions to align theiracademic program planning with the direction of the workforce in theirregion. It's so impressive in who are your primary data partners where's allthis data coming from their utilizing to inform input into your tools, so thepartnership we have with the Carlinsininstitute of government thatbuilt a massive longitunal Dataset with our USG data they appended to it.National Student claringhouse data and an also geocoding student addresses toincorporate, since this data for us to be able to look in very granuar way atstudent origins and student migration patterns within the state. We're alsousing college board data. We have a...

...robust state, logitudnal data systemcalled Georgia wards that is helping us look at the high school graduatedestinations one year out and all of these all of this is publicly available.Data nd, except for the College Board data, and this partnership with theCarlvinsand Institute, really has taken those public sources of data, inaddition to our data, to put it together in formats that are easilyaccessible and improciable by our institutions to use and theirinitiatives. Awesome Awesome Angie any next steps: Advice for institutions whowere listening to this and feeling jealous of the tools that you havebuilt in what you're able to access those institutions who are just lookingto utilize data to make better geographic targeting decisions. Wheredo you suggest they start? I would say: Look with the N. We have managed inthis project to use existing system resources, but something similar tbetrue at institutions that they would have personnel on their campus with theGill to do this work. So collaboration...

...across the disciplines is reallyimportant. This project benefited from a team of personnel with Tats Pertis,an demography, Gis, labor and, of course, higher education and peoplewith those skills exist on campuses, and many are just looking for anopportunity to help their school by collaborating with people. Anotherdepartment, I would say the other big takeaway from our project, is to focuson visualization. As I said earlier, many of these data resources werealready available publicly, but putting them into approachable, interactivevisualizations, including maps, provides utility to inroduces the timeto insight and action over more static. Tabular information awesome awesome, DrBelli can't thank you enough for your time today. What's the best place forlisteners to connect with you, if they have any followed questions, they cancontact me on linken or they're. More than welcome to email me, Angela dotblte ell at USG that Edu awesome thanks agains, so much for joining us TOAAngie you're, very welcome I enjoyed it.

Thank you attracting today's new post,traditional learners means adopting new enrolmant strategies. Heliks educationsdata driven enterprise, wide approach to enrollment growth is uniquelyhelping colleges and universities thrive in this new education, landscapeand Helix has just published the second edition of their enrolment growthplaybook, with fifty percent brand new content on how institutions can solvetoday's most pressing enromant growth challenges download it today for freeat Helock's, Educationcom playbook you've been listening to enromintgrowth university from helics education to ensure that you never miss anepisode subscribe to the show in Itunes or your favorite podcast player. Thankyou so much for listening until next time.

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