This content was previously published by Blackboard, now part of Anthology. Product and/or solution names may have changed.

A recent report published by BestColleges sheds light on the higher education online learning experience as seen by students and school administrators. For institutional leaders responsible for enrollment, retention, and online learning programs, this annual report presents some key findings worth noting

Insight: The majority of students appreciate online education and recognize its value.

• 95% of students overall (83% of remote learners) said they would recommend online or remote learning to others.
• 93% of students said they’ve had or expect a positive return on their online education investment.
• 74% of students and 64% of remote learners thought that online learning was better than or equal to on-campus learning.
• 49% of remote learners anticipated enrolling in online courses after their campuses return to normal operations.

Takeaway #1: Know your unique value proposition—on and off campus.

With online learning here to stay, the competition will get fierce. Your campus isn’t merely surviving the pandemic until you can get back to the way things were before. Rather, we've entered the era of learning where online program offerings are a staple in an institution’s portfolio and necessary to remain relevant and competitive. Having a unique value proposition for your campus is core to recruiting students, but if that value translates only to a student’s on-campus experience, why would they choose your online programs?

Simply having online learning options isn’t enough to enroll and retain students. As online learning programs grow across the country, you need to identify what makes your programs unique and valuable and you need to communicate that to prospective students.   

Survey your own student body and/or alumni to discover their perspective on online education—would they recommend it? How would they compare the quality of online programs to face-to-face instruction? Suss out the unique value your institution offers when it comes to your online programs. If you’re struggling to identify that, take your on-campus value proposition and determine how that translates online (without relying on any on-the-ground factors).

Insight: When it comes to choosing an online program, prospective students are doing their research—but it’s still a struggle to determine the right path.

• 48% of online and remote students were motivated by career and employment goals to enroll in their programs.
  • Students’ biggest challenge to making a decision about online education was finding a program that met their needs and interests.
  • Students were most likely to rely on college websites and online student reviews when researching and comparing online programs.
  • If online program graduates could do it over again, they would conduct more research about costs/financial aid and compare more programs.

Takeaway #2: Provide prospective students with the resources they need to determine if your program is right for them.

Demonstrate clear pathways from your online programs to careers. With nearly half of students citing career and employment goals as the motivating factor in enrollment, demonstrating clear pathways for prospective students to realize their goals will help them see the value in your programs.

Make your website work for you. Today’s businesses recognize their websites as more than a nice to have or place to show off their work. Websites work 24/7 to educate prospects in making a purchase decision. This is the same for your school. With more and more students relying on schools’ websites to research and comparison shop, your website must provide valuable information and be ready to gather leads for follow up and nurture. A multi-modal marketing strategy that includes both organic and paid search components will be key in attracting prospective students and educating them throughout their decision process.

Insight: Online learning is here to stay, but institutions struggle with how to invest in these programs now and for the future.

• 33% of school administrators planned to continue with both remote and online course options after returning to normal campus operations.
  • 47% of administrators said there is a need for more investment in instructional design-related processes and resources.
  • 58% of administrators shared that institutional finances are the most challenging aspect of preparing for 2021.
  • 96% of administrators said faculty development is a top priority in the coming year.
  • 83% of administrators agreed that there will be an increased need for online courses over the next few years.

Takeaway #3: Investing in online learning programs is imperative for sustainability and future growth.

Choosing the right path to developing and growing your online programs often comes down to your school’s unique needs and goals. But it’s important to note the trend moving away from the traditional revenue-share model of OPM education companies and toward unbundled online program management capabilities through fee-for-service partners.

To develop a long-term, sustainable online program model for your institution, you need to take a holistic approach and determine which resources you can leverage at your institution and what you need to outsource to a trusted partner. Invest in solutions that help you provide unique student experiences through flexible, customized programs that increase your speed to revenue and help you maintain revenue growth in the long term. As the BestColleges Report reveals, instructional design and faculty development are key elements in successful online programs in addition to comprehensive recruiting and retention strategies.  The online learning market has evolved, and you need a flexible partner to support you at every stage of your online program development journey. In the guide to choosing the right online program partner, learn more about choosing the right path for your institution to develop and deliver quality online programs that optimize the student experience while supporting enrollment and revenue growth.