LAS VEGAS, March 2, 2011 /PRNewswire/ -- According to the 2011 Education Marketing Benchmarking Survey, conducted by LeadsCouncil and CUnet, for-profit colleges and universities remain bullish in their marketing spending for the coming year, with a majority of schools (55%) planning to increase their budgets. This continued commitment to marketing comes in a period of significant change as the market grapples with ongoing concerns related to regulatory compliance and transparency.
According to the survey, 65% of for-profit marketers identified the Department of Education regulations as a significant or major concern, with nearly all schools reporting one or more plans for change in response to the regulations – including demanding transparency from third-party affiliates (93%), re-training admissions staff (79%), and increasing academic standards (64%).
The results were announced today at LeadsCon ( www.leadscon.com), following an online survey of marketing professionals in higher education conducted by LeadsCouncil ( www.leadscouncil.com), the largest independent industry organization focused on online lead generation, and CUnet ( www.cunet.com), a leading provider of performance marketing solutions for higher education.
"We partnered with CUnet in this research because we have been impressed by their willingness to openly share their ideas and data with the industry as a whole – through both CUnet and Sparkroom – and their continued commitment to thought-leading quantitative research," said Dave Wengel, co-founder of LeadsCouncil. "We created LeadsCouncil to help share best practices, provide members with access to high quality research and ideas and promote the growth of the lead generation space; this survey is a great example of how we are fulfilling on that promise."Other highlights of the survey include:
- Social media marketing appears to be hitting its stride, with 63% of schools planning to increase their spending, and 28% maintaining their spending in this space.
- For-profit higher education marketers report success with certain phone inquiry solutions; among those for-profit schools that are using hot transfer phone call solutions, 87% are planning to increase (56%) or maintain (31%) their spending, with just 12% reporting a decrease.
- The majority of inquiries (66%) are generated by 3rd party vendors, with the remaining 33% coming from self-generated sources. With more than two-thirds of respondents (69%) reporting that they plan to increase their investment in self-generated inquiries during the next year, this ratio may be set to change in 2011.