2008 Woodie Awards
Study targets location
Diane Poelker
Issue date: 1/31/08 Section: News
All work and no play makes Truman an unappealing college choice.
David Strauss, higher education marketing consultant, informed Truman faculty, staff and students Tuesday night that the University faces some formidable challenges when it comes to enrollment and pricing. Strauss represents consulting firm Art & Science Group, LLC. Truman hired the group nearly a year and a half ago to conduct a price and positioning study. Ultimately, Strauss said the University needs to take bold and decisive action in order to not only attract more applicants but also to maintain its current market position.
"The bar is higher for [Truman] than its competitors because location weighs so heavily against us," Strauss said. "Academically, [Truman is] pretty close to being the equal of first-choice schools. ... [It's] a pretty conventional read on this - does [Truman] look like fun?"
Strauss said that during the 18-month study, Art & Science surveyed students, faculty and staff currently at Truman as well as potential applicants for the fall 2007 class. Strauss said the survey indicated that a good location is a primary driver for many college
Please see STUDY, Page 7
Continued from Page 1
applicants. Many perceive Kirksville and Truman's campus as unexciting and thus are turned off in the early phases of college consideration. Secondarily, applicants and potential applicants don't believe Truman offers strong enough programs in their area of interest.
"We're getting beat on the perception that we have strong program[s] in [potential students'] field of interest," Strauss said.
Strauss also said Truman's image has boxed in tuition prices. Study results indicate that current students overwhelmingly choose Truman because of the low price and high levels of financial aid. Unless Truman strengthens its image as fun and academically diverse, any tuition increase beyond adjustments for inflation likely will drastically drive down enrollment, he said.
David Strauss, higher education marketing consultant, informed Truman faculty, staff and students Tuesday night that the University faces some formidable challenges when it comes to enrollment and pricing. Strauss represents consulting firm Art & Science Group, LLC. Truman hired the group nearly a year and a half ago to conduct a price and positioning study. Ultimately, Strauss said the University needs to take bold and decisive action in order to not only attract more applicants but also to maintain its current market position.
"The bar is higher for [Truman] than its competitors because location weighs so heavily against us," Strauss said. "Academically, [Truman is] pretty close to being the equal of first-choice schools. ... [It's] a pretty conventional read on this - does [Truman] look like fun?"
Strauss said that during the 18-month study, Art & Science surveyed students, faculty and staff currently at Truman as well as potential applicants for the fall 2007 class. Strauss said the survey indicated that a good location is a primary driver for many college
Please see STUDY, Page 7
Continued from Page 1
applicants. Many perceive Kirksville and Truman's campus as unexciting and thus are turned off in the early phases of college consideration. Secondarily, applicants and potential applicants don't believe Truman offers strong enough programs in their area of interest.
"We're getting beat on the perception that we have strong program[s] in [potential students'] field of interest," Strauss said.
Strauss also said Truman's image has boxed in tuition prices. Study results indicate that current students overwhelmingly choose Truman because of the low price and high levels of financial aid. Unless Truman strengthens its image as fun and academically diverse, any tuition increase beyond adjustments for inflation likely will drastically drive down enrollment, he said.
Viewing Comments 1 - 2 of 2
Jeremy Loscheider
posted 1/31/08 @ 7:15 PM CST
I always thought that Truman's small, close campus and Kirksville's lack of big-city entertainment made it a great place to go to college, provided of course that you're looking for an education and not a party. (Continued…)
Stinky Cheese
posted 2/03/08 @ 11:04 AM CST
Truman State University administration paid $200,000. in order to learn that TSU and Kirksville were in a rural area. That must have really come as a shock to many. (Continued…)
Post a Comment