Compassionate Messaging: Reviving The College Journey After A Lost Year Webinar April 14, 2021 2:00pm ET - 11:00am PT - CLARUS Corporation
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Compassionate Messaging:
Reviving The College Journey After A Lost Year
Webinar
April 14, 2021
2:00pm ET - 11:00am PT
Meet The Presenters
• Kathi Swanson,7.9%Ph.D.
– President
– CLARUS Corporation
• Erin Hergert
– Director Of Marketing And
Communications
– Pueblo Community College (CO)
Topics For Discussion
• National Trends In
7.9%
Community College
Enrollment For Current Students, High School
Students, And Adults
• Impacts Of Trends On Messaging
– Current Students
– High School Market
– Adults
• Examples Of Summer And Fall Messaging
– How Pueblo Changed Messaging
COVID’s Enrollment Impact
7.9% 2019 To 2020
Change Spring
‐1.6%
‐2.0%
‐1.2%
0.1% City
‐0.9% Surburban
Change Spring 2020 To 2021 Town
‐10.3%
Rural
‐8.1%
‐9.2% TOTAL
‐9.9%
‐9.5%
‐12.0% ‐10.0% ‐8.0% ‐6.0% ‐4.0% ‐2.0% 0.0% 2.0%
Source: National Student Clearinghouse Research Center, 3‐20‐21
COVID’s Enrollment Impact
• Largest Losses 7.9%
By
Segment
– Students Of Color
– Low Income Backgrounds
• Poverty Threshold Defined
By U.S. Census Is $24,036
COVID’s Enrollment Impact
• High School
7.9%
Graduates Going Straight
To College After Graduation In Fall 2020
– Low Income
‐22% – Suburban
• Dual Enrollment In Fall 2020
– Flat After Multiple Years Of Increases
COVID’s Enrollment Impact • Not A Clear Picture Of Community College Enrollment Nationally ‐ Multiple Impacts – State COVID Regulations – Incidences Of COVID – Technology Access Or Lack Of – Cost Of College – Online Learning Experiences – Familial Responsibilities – Economic Realities
Current Students
COVID Impacting Completion
• Students Pursuing An Associate
56% Degree Noting COVID Will Negatively
Impact Their Ability To Complete
– 60% Of Black Students
– 60% Of Hispanic Students
– 54% Of White StudentsAwareness Of Support Services • Pursuing An Associate Degree (% Aware) 52% Tutoring/ Academic Support 51% Emergency Financial Help 33% Career Counseling 31% Mental Health Services 32% Food Assistance 20% Childcare Support
Low Income Students At Risk
• Less Likely To Have
7.9%
Resources That Enable
Success In An Online Environment (Computers,
High Speed Internet)
• More Likely To Face Immediate Financial
Challenges
– Impact On Persistence As Students’ Full‐Time And
Part‐Time Jobs Disappeared
• Higher Levels Of Stress In HomeMessaging
• Supporting Them
7.9%
– We’ve Got You! Together We Can Do This!
• Help Connect Them To Resources
– All Types Offered
• Have Momentum ‐ Keep Going
– Keep Moving Forward
• Don’t Stop
– May Never Finish If You DoAdults
COVID’s Enrollment Impact
• Households
7.9%
Where One Adult Who
29% Expected To Attend College Cancelled
Plans
– 35% HHs With Only High School Or GED
– 35% HHs With Incomes < $25,000
– 43% HHs With SNAP Benefits
– 34% HHs With Unemployment Benefits
– 34% Black HHs
• Sky High Unemployment And Higher COVID
Hospitalization RatesReasons For Cancelling
• 70% Could Not7.9%
Pay Because Of Income Changes
Due To COVID
• 63% Caring For Others Whose Care
Arrangements Were Disrupted
• 51% Had Changes In Financial Aid
• 50% Had COVID Or Concerns About Getting
COVID
• 49% Uncertainty Over How Programs Would Be
Taught/ LookAdult Audiences
• The Workers
– Have Worked My Whole Life
– Want A Better Job
– Want To Be Prepared For A New
Job When It Rebounds
• The Procrastinators
– Always Wanted To Get A Degree
– Never Seemed To Find The Right
Time/ Too BusyAdult Audiences • The Floaters – Just Floating Through – Life Is On Hold – Not Sure What To Do Next
Messaging
• The Workers
– Best Time To Be In College
– Get Ahead Of The Others When
Jobs Return
• The Procrastinators
– Now Is The Perfect Time
– It’s My Time
– “It’s sort of like your life has been on pause
and now you can sort of get back to it.”Messaging • The Floaters – Hit Play ‐ Get Off Pause – Nothing Better To Do Now – Take Control
High School Students
Meet Gen Z
• Born Between 7.9%
1995 And 2010
– Ages 11 To 26
– 2020 And 2021 Seniors
• Growing Up In An Age Of Increased Stress And
Anxiety (Pre‐COVID)
– 70% Of Teens Across All Genders, Races, And
Family Income Levels Say Anxiety And Depression
Are Significant Problems Among Their Peers
(Pew Research Center)Why Is Gen Z Depressed?
• Chronic Stress 7.9%
From Factors Impacting Their
Environment (Pre‐COVID)
– Gun Violence
– Harassment And Abuse
– Worry About Financial Instability
– Politics
– Social Media
– Technology Leading To Feelings Of Isolation And
Loneliness
– Tragic News EventsCOVID’s Impact On Gen Z
• COVID Added Additional
7.9%
Stresses
– Teenagers Becoming Caregivers For Parents Or
Elderly Family Members
– Caregivers And Teachers For Siblings
– Loss Of A Parent Or Family Member
– Loss Of Full‐Time Or Part‐Time Jobs
– Family Financial Stresses
• Lost Jobs Or Pay CutsCOVID’s Impact On Gen Z
• COVID Added Additional
7.9%
Stresses
– Shift From In‐Person To Remote Learning ‐ Hard
Time Adjusting
• Having To Manage Home Life And School Life
• Challenge Of Buying School Supplies ‐ Computers, High
Speed Internet, Printers
– Uncertainty About Their Future
• Not Wanting To Spend Money On School If They Do Not
Know What Career They WantCOVID’s Impact On Gen Z
• COVID ‐ A Defining
7.9%
Moment
– Most Born After 9/11
– First Time Experiencing A Defining
Moment
– Frugal Generation
• Predisposed To Save Money And Comparison Shop And
Shop In Thrift Stores
– Becoming More Risk Adverse
• Affordable Apartment With Roommates Or Staying Home
LongerThe Lost Senior Year-So What?
7.9%The Lost Senior Year-So What?
• Sheltering At Home
7.9%
Meant Missing Milestones
And Public Recognition Of Their Achievements
‐ Especially Graduating Seniors
– Not Just Graduation And Prom
– Senior Trips, Contests, Etc.
• “Mourning The Loss”
– Of Important Developmental Milestones They Were
Supposed To Be Doing At This Time Of Their Lives
• Experts Advise Parents To Take This SeriouslyThe Lost Senior Year-So What?
Seven Stages Of Loss
7.9%The Lost Senior Year-So What?
• How To Help 7.9%
– Acknowledge Their Feelings
• Admit “It Sucked” As A Student Said In Focus Group
• “Senior year has always been so always talked about ‐ what everyone
looks forward to and the greatest year ever. My Mom’s done a lot to
celebrate but it’s different ‐ it’s not what I imagined.”
– Encourage Them To Stay Connected
• Socially Connected ‐ Online Shared Activities, Group
Chats, Movie NightThe Lost Senior Year-So What?
• How To Help 7.9%
– Shift Focus To What They Can Control
• Focus On The Positive Events At The End Of The Crisis
• Envision How You Can Help Them Celebrate
• “I like the idea of being the boss, making it on my own and I want to
control everything.”
– Emphasize The Greater Good
• Point Out Sacrifices Now Are Not Only For Them But For
The Greater Good
• They Do Not Want To Be The Reason A Family Member
Gets SickHigh School Audiences
• The Non‐Socials
– Did Not Like School ‐ Especially Classmates
– Love Online ‐ Ready To Keep Going Online
– “I decided I want to start college sooner ‐ potentially graduate sooner
‐ and get my life started.”High School Audiences
• The Traditionalists
– Depressed ‐ Feel They Have Missed Out
– Close‐Minded About College
– Do Not Want To Do Anything ‐ Stuck
– Feel Pressured To Go To College
– “I lost it ‐ it’s gone.”
– “It might be more difficult on my folks than it would have been in the past.”
– “I just want to work and take a year off.”
– “I think the biggest thing would be to understand what we are going
through because people around me are like ‐ it’s fine, this little thing ‐ and
its not really a little thing ‐ its affecting us a lot and I don’t think people
realize that ‐ they say like face what’s going on.”High School Audiences
• The Explorers
– Not Wanting To Go To College Because Unsure Of
What They Want To Major In
– Do Not Want To Waste Money
– “My friends are talking about they are just looking to find themselves …
they do not want to jump into College quite yet because what if they
choose the wrong major.”High School Audiences
• The Job Seekers
– See Senior Year As Start Of Their Life
– Want To Get Through And Get A Job
– Entrepreneurial
– “I feel like Senior Year is the beginning of my life and I look forward to
starting so many new things.”
– “I didn’t get a Senior Year, I got a degree.”High School Messaging • The Non‐Socials – Keep Moving Forward – Get A Head Start • The Traditionalists – College Is My Choice – Don’t Delay Your Life – Keep Moving Forward
High School Audiences • The Explorers – Explore Your Options – Find What You Love • The Job Seekers – Start Your Real Life – Jump Start A Career – Get Through Faster
Implementing Messaging
What We Learned Different Messaging For Different Audiences – People Have Different Outlooks – Softer Messaging, Not Hard Push – Be Inspiring: Future Looks Bright, Keep Going – Explain “Why Go To College” More Than Ever – You Can Make A Difference – Choices – Especially Concurrent Enrollment
Summer Messaging “Why Summer? Why Not!” – Financial Aid Is Available: Year‐Round Pell – Flexibility: Classes On/Off Campus Fitting Your Life – Fast‐Track Classes: Summer Classes Only 8‐Weeks – CARES $$$ – Improve GPA
Summer Messaging
“Why Summer? Why Not!” (continued)
– Stay On Track – Keep Moving Forward
– 5x More Likely To Graduate And Graduate On Time
– Rebuild Confidence
– Complete A Challenging
Course
– Ease Into CollegeSummer Messaging Choice and Flexibility
The Lost Senior Year • “Just Another Year” • Acknowledged Loss • Formal Letter From President – Congratulations On Graduating/ Making It Though – Automatically Accepted Into PCC – $1,000 Discount On Your Tuition/ College Expenses – Enroll Now
Messaging High School
Wake Technical Community College
• Wake Technical Community CollegeMessaging High School
Wake Technical Community College
• 3.38 CTR On Facebook ‐ Education Average 0.73 CTRQUESTIONS
Contact Information • Dr. Kathi J. Swanson, kathi@claruscorporation.com – President, CLARUS Corporation – 308.762.2565 x 100 • Erin Hergert Erin.Hergert@pueblocc.edu – Director Of Marketing And Communications – 719.549.3226
Sources
• Generation Z’s Mental Health Issues ‐ The Annie E. Casey Foundation
• What the Popularity of Gap Years Tells Us About Gen Z ‐ College
Marketing Group
• Half of College Students Say COVID‐19 May Impact Completion ‐
Gallup.com
• Rural Community Colleges See Slump in Enrollment Due to the Pandemic
‐ The Daily Yonder ‐ The Daily Yonder
• The Seven Stages of Grief ‐ Social Work TechYou can also read
