60: How to Launch New Programs at Spalding University w/ Paul Bolton

ABOUT THIS EPISODE

Paul Bolton, Director of Adult Enrollment at Spalding University, and host of the podcast, “Reboot, 21st Century Enrollment Management” discusses all the steps necessary to successfully launch a new program at your institution.

If farmers can use AI to predict wensthe best time to grow crop or with their livestock and being moresuccessful, it higher Ed insttithes, we can do the same thing and really usetechnology. That's out there and testing that market out. So we can evensee if there's a pipe line: You're listening to enrolment growth,university from helics education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to an Roman GrowthUniversity, a proud member of the connect Evu podcast network I' MarGolson AVP of marketing at helics education and we're here today withPaul Bolton Director of adult, an Roman at Spaldeng, university and host of thePODCAST reboot twenty first century in Roman management. Paul welcome to theshow, thanks for having me R, really excited to talk with you today aboutthe steps necessary to successfully launch a new program at yourinstitution, but before we dik into that Paul, can you give listeners alittle bit better understanding of both spalding university and you role thereyeas sure Mospallin University is located here and downtown LoubilleKentucky and we've been down here almost in Lovo almost a hundred years,and we I'll tell you we actually werefounded in eighteen. Fourteen by the sisters, Cherry Nazereth, we were outout in Bargstown, Kentucky and then moved in here and the sister startedthis school. It's THA, we've been changed. Agents in this communitygraduating critical thinkers, througrh, a liberars education and we are acompassionate university. We are a very diverse community of the learners herein the goal to not just graduate alumni...

...but serve and peace and justice andthings within the community and Beit really be a part of the community, andI think that we've we've done that I'm actually a graduate a spollenuniversity. So I'm an alumni as well, and I'm grateful to be back here on theother end, to grow our university moving forward into the next hundredyears. So love it Paul. Let's have you walk us through your program, launchprocess kind of chronologically and start with talking about how importantit is to gauge market demand and student interest before launching a newprogram? Oh yeah, and that's what Reali like Tho focus on, because you knowthere were we are even in. I think it's universities, we're constantlyvaluating our programs and thinking about what are the new academicprograms that we need to need to have, and I think that if you go around theuniversity you're going to get a lot of different answers, so figuring that out,one of the key indicators of that is yeah. So what's the demand- and I thinkone of the things that I have found- and this is a work of progress here-it's Bowldin to it's- nothing that you know, I would say: Hey I've got thisall figured out and I'm going to have a book. That's kind of come o next monthon how to launch Hes program S. I think it's it's an ongoing thing, because thewe're launchinge programs that you into the world, which is on just constantlychanging, what's in demand and what's not, and it's kind of like those bestby commercials that used to see wher the guy, would leave with the new TVand then next thing. You know the neighbors got the brand new one. So Ithink we're all looking at each other to university university. GOING HEY!Look at that ECOOMIC program, Whot d. We have that right, but in each part ofUnited States, even in within Li Metroloubol, there's going to bespecifiic niches that are out there that we can fit, and I think in orderto find those, the key element is: is breeing the stake holders within youuniversity together. Those program shares provose President, of course,having everyone on board, but looking...

...at okay. So what do we have here andthen? What's not what does not exist in our area? But before we do thatshouldn't, we probably bring more of the community to the university to havesome of those discussions. A lot of things can exist in Hasylos at theuniversity and they can also exist in silence in the corporate world. So I,if those aren't coming together, how would one know the demand an not solong ago? Speaking to a group about you know, developing certificate programs,for instance- and you know shared with them- that a certificate program isonly is valuable with the organization puts value into it right. So if youhave to wist an rainversement or a certificate program for leadership, foryou know our post, bachelor, scertificate or graduate certificatefor leadership. If the organization doesn't embrace it, they're not goingto come through our university front doors or Tou, the virtual dors. So now,if you all embrace it even help us build it with maybe even existingcurriculum. That is something that you could put value on and really it's allabout. The delivery and I' ho mean that and more O, just the not just theseated delivery versus online, how it's delivered to the community and who'sembracing it and who was part of the process. I think then you develop stakeholvers wit in university also within the community, and I think thatpipeline that you're trying to develop is built more on concrete than sand. SoI don't know if I answered that question: U It's, I think it's you know,if figuring out, the marketing demand means that you got it. You can't justcreate the program because, let's say let's say you have a grantil. Let's saythat you have somebacolty that are together and they really think this isgoing to launch and be great if you don't test the market and don't checkinterest with the community and who's actually going to be going into thisprogram. I think that you could be setting yourself up for maybe someinstant success, but maybe failure soon...

...after because the pipeline wasn't bigenough. No, I think it's a great way to look at a Paul rather than a build it,and they will come philosophy. It is a build its alongside and conjunctionwith the employers that you are counting on and expecting to hire thesegraduates of this program and then yeah they might come. I love that way oflooking at it Paul next. Why is it so important to get your marketingdivision on board early well in advance of your launch? Well, I work at a small,nonprofit private university and maybe some listeners out there due to funds, marketing budget and there's tebudget that we have and then also the banwith of the marketed department,they're constantly being pulled in many different directions. So if this isn'ta time launch and they're the last to know, I think you're going to find thatthe work that might be accomplished on said program launch might not be as asgood as you want it. Also there just might not be the resources available atthe time that you're looking to waunch and then really figuring out and Youdo,utilizing their expertise of the messaging and the branded andeverything behind it that you want to Exso. There's time that you're going tohave to put in- and I think that you're going to have to look at this, like ifyou're going to pull from you're going to pull from the marketing departmentan if some of the smaller schools out there that we're trying to compete andlaunch nw academic programs realize that the one or two individuals thatmight be working on that or not going to be pulled away for maybe anotherproject. So you got to get it on ther their content calendar and you got toget it on the radar and then I'm. I want to add something to this. It's oneof those. It's like developing an amazing like Youtube, video that youwant to go viral and you post it, but you don't really effectively know thechannels to share it. So you don't get anybody looking at it, academicprograms that it's no different. It's an intangible product, that's out therethat you know an intangible product as...

...hard to sell as it is so lettingmarketing join with you in thoe efforts and then getting on their calendar likethis is one it's going to be best to launch this, I think, adds a lot one.It brings more people to the table that need to be involved and then they'realso not acting in a reactive mode that hey you all, go work on this and thengive it to us and then sometimes the messaging isn't wath the let's say the program chair wanted, butif they were both working along that process together, I think that you canmake small changes and then develop a lunchtime. You know- and I think ErerGod put- that in they need to be a part of t demand to just to get thoseinvolved out there and then testing some things out there and unseen thecommunities response. Marketing need to be involved in that, because we allcan't do everything we have to. We have to trust each other and the otherdepartments, and I think the only way to do that is to to invite them to bepart of the process. So you've vetted your program with local employers. Youhave marketings Helpe, with this you're on their radar you're on their calendar,they've helped with messaging you're getting closer and closer to launching,but you have absolutely no students in the enroman pipeline because theyaren't yet aware the program exists. How do you start to build out apipeline in advance of a new program? Launch one of the things is, I thinkyou have to go in with what I think it's your expectations that you'regoing to have that you're, even looking at that pipe line, Tut yure that that'seven a consideration, and I can't speak for every university out there- and Iknow none of us are perfect- we're all trying to get better at all of this.But if we're going to launch a new amazing program and the pipeline isn'tconsidered again, it's going back to what we already discussed, you justthink people will come from because you have a great ad or a great commercial.You know inyoue doing postcard drops if I think it's all in the prework and thepipeline, and what that pipeline should...

...look like is I don't think it has to beone of those there should be less risk involvedbecause of what we have through technology. My thing is: If farmers canuse AI to predict, wins the best time to grow crop, or you know with theiryou know, with their live stock and being more successful if it higher edinstitutions, we can do the same thing and really use technology. That's outthere and and testing that market out. So we can even see if there's a Piplon,if you're going to have a pipe on it at pipe. INE should almost be. That shouldbe part of your, like part of your discussion with marketing. Is We'regoing to do like a prelaunched egauge interest, so we can test thesepipelines out, which then will decide on when we're going to actually launchthis aconemic program or before we get too deep into it. We might need tochange. We might need to back off, so let wore we jump and move all theresources. Let's. So it's like it's like all one big process. You know it'slike bull point, one two and three, and it's almost like a pretty long lunchbase, because you think you might decide that this isn't going to workright, I'd rather find out then than during registration. So you mentionedgauging employers early in the process to understand the demand for this kindof program or certificate. Talk about this approach to now approaching thoseemployers in an external partnership relationship to find kind of feederstreams and new enrolment streams. I think that is almost day like the wayto especially for e some of the smaller universities out there like likespolding. That's, I think, that's how you begin before you go and go public.Even it's almost like a silent campaign on like an advancement, and you want tomake sure this is going to be successful and you're almost givingyourself a an opportunity with local entities that are involved with youruniversity or want to be involved in university, so you're loading thatpipeline and then as e university. If the interest is there with saidnorganization, there might be interest...

...outside of just that organization,where you can open it up to to more in the market. So I think one is thenlooking within the university and who has those relationships. Many of ushave trust border trustees. We have subcommittees on different academicprograms that we need to get everyone involved and mutilizing the resourcesthat we have in the local community, because most of those people are localso where they working and then who? What kind of introductions can theymake for the enrolment team for the marketing team? So we can discuss whatopportunities or what? What do they want fotheir employees to have butthey're currently not getting that that we could provide and then showing them.You know: here's in Ethit, you go in there ar with existing curriculums, soyou're not you're, not reinventing the wheel. These are academic. These arecthe classes that we already have and that thet you know- and you can reallytake an interdiscipline area kind of approach that you know we couldsuccessfully build a leadership, certificate program orDegree for Leadership and nonprofit organizationsmixing in some of our school of business in school, of our social work,college, Aed and and allowing that local that organization to work withyou to like yeah, that's and then they become stake holders and then that's asustained pipeine. And then you move on to the next, and I think that that'syou utualize the success of that your first dventure to leverage otheropportunities that could be out there as well Paul terrific stuff. Finally,any next steps, advice prinstitutions, who have this idea in their head for anew program and how they can start betting. That idea, on the way to asuccessful program, launch get involved in the community and believe theuniversity like leave the university walls get engaged are find fine. Thoseif the time does not allow find those like your campus, that are alreadyegaged, try to get some introductions.

We have to do more networking a lot ofthe decisions and anidotal views that we have need to also be back by data.So just if we were going to if we were going to be launchinga brand new,tangible product we'd want to test the market. We want to do the samepornaconetic program and really decide at that point with the delivery system.It's going to look like as going to be seated or online, and even moreimportantly, who are the major stakeholders or the major decisionmakers that need to be involved here at the university, and that means theadvising of the students, the financial aid of the students, the enrolment team,who all needs to be involved in this process to make sure that when thatpipeline is built, and it's ready to come through that it's a seamlessprocess, great customer service, that's building, I high demand, for you, knowgreat referls from those individuals and professionals that are now goingthrough. That said program that you now have out there. I think the onboardingof the new professional student into a newacademic program. It needs to be afine tune process that has testing demand and then also university, widebuying and support. Paul thanks. So much for your time today. What's thebest place for listeners to connect with you if they have any fllow upquestions, they can look. Look me up on Lingken, Paul Bolton, a director ofAdultn, rollmant, sbalding or just put Paul Bolton you'll find me. You canalso reach me at P: Bolton at Spawdin, dot, Edu and those woul be the two bestways to communicate with me and then also the you are. Actually my podcastis reboot Higer edcom. You can actually reach me by that as well. Awesomethanks against so much for joining us today. Paul thanks, Ser attractingtoday's new post, traditional learners means adopting new enromant strategies.Keelics educations data driven enterprise, wide approach to enrollmentgrowth is uniquely helping colleges and universities thrive in this neweducation, landscape and Helex has just...

...published the second edition of theirenrolment growth playbook, with fifty percent brand new content on howinstitutions can solve today's most pressing enromant growth challengesdownload it today for free at Helocks, Educationcom playbook you've been listening to enromantgrowth 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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