Marketing in the News

When the economy is down-college enrollment goes up. When the economy is good-college enrollment goes down. When I saw the article by “Colleges are seeing record online enrollment during Covid” (Matt Zalaznick, University Business, June 9^th, 2020.) I became interested in this old phenomenon. Everyone is talking about doom and gloom of colleges now –but when will people have this much time to stay at home and take online classes? Just a few months ago prior to Covid-19 Universities were struggling with the rumor of a “bubble” that would soon burst and indeed some enrollment was going down due to a cyclic economic trend that happens about every twenty years in education-that is, until Coronavirus hit. At first it looked like the closing of schools would be the death nail of some colleges and universities and indeed some campus’s relying on campus housing revenue may struggle or fall due to lost revenues due to students not returning to campus.  However, those that adapted to online education QUICKLY maintained enrollment and in some parts of the country university enrollment is up for online classes.

UofO president, Michael Schill said this spring to KEZI News, -“stay in school and take online classes-people are laid off-what else are you going to do this summer?” And indeed people enrolled this summer. Lane Community College in Eugene went so far as to Market “A Free online course this summer”. OSU’s spring’s 2020 enrollment on campus was down 4% but e-campus enrollment was up 13.%. OSU summer class enrollment is up 5.4% overall from last summer. (OSU Foundation July 2020) with on campus down -1.1, Cascades down -4.7%, LaGrande 0% change, BUT PDX (hybrid and e-campus) up 30.9% and E-campus up 20.5%! As the character Ian Malcom, (Jeff Goldblum) said in the movie Jurassic Park, “Life finds a way.”

 “Colleges are seeing record online enrollment during Covid” (Matt Zalaznick, University Business, June 9^th, 2020.) “Students all over the country are flocking to online classes.” According to the article, many schools who quickly adapted to switching courses to e-campus are not just surviving but are THRIVING. Arizona State’s enrollment jumped 16%, other colleges in the east and south are seeing 13-16% growth in online courses as well. Indiana University, which for years has been experiencing a mass exodus of students and families to the west coast and east coast saw a 22% increase in student enrollment of more than 12,000 students due Covid-19 and their ability to offer online classes. Universities are also picking up people who may have never been able to attend school but now they can because they are laid off, working from home or have less work obligations in commuting. According the Chronicle of Higher Education “There is no more talk of 20% decline in enrollment admissions for fall 2020” (Scott Jaschik, June 15, 2020)

                The value proposition of this e-campus opportunity and low employment is that people who take advantage now of e-campus classes may come out the other end of this recession/depression/Armageddon with the ability to be more employable with newer skills. That time is of the essence right now to accomplish something because there isn’t really anything else to do but work for the grocery stores or Amazon or maybe attend a protest and hope to not get sick with the "Boomer Remover" and oust g-ma. The largest challenge of this for colleges is the stodginess of brick and mortar commitments and student life. Students want to leave their parents homes and experience college life where indeed social growth and navigation occurs. Campus housing is expensive to maintain if students are not going to be living in those buildings. At Oregon State University the average cost of attendance is only @$12,000 for tuition but it costs @ $13,000 a year for housing and it is a huge source of revenue. Colleges that do not provide housing and can switch to e-campus classes will have less to loose. Also, e-campus classes can be harder or take longer than in person classes and the duration of loneliness from quarantine is leading to depression for many students.

                Furthermore, many prestigious universities like, Duke, Harvard, Stanford and MIT are marketing some free online classes this summer to encourage students to continue. These are the SAME schools that closed their doors first at the end of winter term 2020 after finals-before spring break and said, “Don’t come back spring term” due to the Coronavirus. In my personal opinion, I am impressed with the most prestigious schools for both of these decisions to close early and offer SOME e-campus courses for free during the summer in that they create trust and loyalty while keeping the customer engaged.  These students are likely to want to come back after they see their school was looking out for them. These schools are creating brand loyalty. Also, many students are dropping out right now due to fears and genuine hardship felt by families but if history repeats itself, those that stay in school will have an advantage of supply and demand. They-having a degree- when they graduate and the economy turns. The “new normal” may change education and marketing for education for generations.