How Community Colleges Can Increase Enrollments During Times of Low Unemployment.

In comparing local unemployment rates with enrollments over a 20-year period at Carl Sandburg College (CSC, Illinois), it was discovered that there is only a moderate correlation between unemployment and vocational, occupational, and GED enrollments, and no correlation at all with enrollments in baccalaureate or transfer programs. These results suggest that, against popular belief, community colleges need not suffer declines in enrollment during periods of low unemployment. Colleges must simply shift their efforts toward marketing those services and programs still in demand. For example, CSC has focused on aggressively recruiting high school seniors, people who are minimally affected by unemployment rates when making their college decisions. The college also has initiated new vocational and occupational programs that are in high demand in the district. These programs admit people who have lost their jobs and help them to increase their earning potential and obtain employment after graduation. As a result of its efforts, CSC has seen a 1511 increase in enrollment, while other Illinois community college enrollments have declined. This analysis illustrates the need to accurately determine how unemployment rates affect enrollment at specific schools, and how this information can be used to a school's advantage in its marketing endeavors. (YKH) ******************************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. ******************************************************************************** How Community Colleges Can Increase Enrollments During Times of Low Unemployment By: Lori L. Sundberg Carl Sandburg College 2232 S. Lake Storey Rd. Galesburg, IL 61401 309-341-5242 U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) This document has been reproduced as received from the person or organization originating it. Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this document do not necessarily represent official OERI position or policy. 'BEST copy AVAILABLE 6 1 PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY L. Sundberg TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) It is a widely held belief that low unemployment rates gives rise to lower enrollments for community colleges. The theory has held that during good economic times community colleges typically struggle with maintaining enrollments, because with a strong economy there is no need for people to attend school for additional training or skill enhancements. However, in analyzing unemployment rates with enrollments at Carl Sandburg College over a 20-year period, there is in fact, only a moderate correlation between enrollments in vocational, occupational, and GED and unemployment. And more importantly, enrollments in baccalaureate or transfer programs are entirely uncorrelated to unemployment rates. Understanding the differences in enrollment trends during times of either high or low unemployment is crucial for a community college, because it can allow the college to develop a competitive edge by marketing those areas still demanded more effectively. Quoting the 1996-97 American Association of Community College Annual Report for Illinois "One reason for the loss of students is an ever-improving state economy. " With more effective and specific marketing, community colleges do not have to suffer declines in enrollments during low unemployment times, but rather can shift its efforts to those markets still being demanded. As an example, since 1994, Carl Sandburg College has enjoyed a 15 percent increase in enrollments, while at the same time, community colleges across the state of Illinois, where Carl Sandburg College is located, have suffered an overall 6 percent decline. Carl Sandburg College has focused on more aggressively targeting high school seniors who are not affected by unemployment rates when making their college decisions, and by initiating new vocational or occupational programs that are highly demanded in the district. The next two charts illustrate overall unemployment rates and the corresponding trend line, and credit hour enrollments at Carl Sandburg College with trend lines.