GRADUATE SCHOOL: IS IT WORTH IT?Presented by: Alexa DiGaetano, Russel Turco, Alyssa Bartels, Chelsey Kiefer, Erika Bliszcz and Kara Nesbitt

Background

• NACE’s history • Current problem: NACE wants to encourage students and employees to continue their education with graduate schooling and continued higher education.

• How many majors offer a master’s degree?

• Financial outcome-better or worse?

• State funding

Issues

Media coverage regarding higher education remains negative.

The United States economy remains in a recession, limiting student and parent funds.

Student loan providers further limit the number of loans.

The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.

Vocational school enrollment remains on the rise due to quicker schooling and a less competitive job market.

NACE board members threaten to leave the organization.

Primary Research

Survey TARGET: College seniors who attend school in the north, south, east,

west, and central America TOTAL 1,750 Students = 350 Students from each University: Random

Sample Given after students applied for graduation

UNIVERSITIES: New York University (NYU) – EAST University of California Los Angeles (UCLA) – WEST Michigan University (UM) – NORTH University of Houston (UH) – SOUTH Colorado State University (CSU) – CENTRAL

Questions: What is your current major? Are you considering graduate school right after college?

If yes, why? Are you considering graduate school a few years after college?

Primary Research

Results: RIGHT AWAY

80% of students said NO 20% of students said YES

EVENTUALLY 45% of students said NO 55% of students said YES

  Students studying any type of medicine (doctor, surgeon, dentistry,

pharmacy), law, business (business consulting, business administration, economics), engineering (civil, software), and psychology consider graduate school

WHY –TOP 4 ANSWERS 1. “I will not get a job without it.” 2. “I will make more money.” 3. “I do not want to start paying off student loans.” 4. “I want to further my studies.”

Secondary Research

1996: students with a master’s earned 24 percent more than a college graduate with a bachelor's degree

Master’s recipients earn a lifetime salary of $3.3 million.

Graduate school enrollment increased by 3.8 percent per year in the decade before 2010

During the recession, applications for Master’s degrees increased by 8.4%

Secondary Research

2010: over half a million graduates entered marketplace with advanced degrees

2 in 25 people age 25+ highest degree: master’s about the same number as bachelor’s in 1967.

2009: average Master’s degree salary 26% higher than those with only a bachelor’s degree

Wages of recent college graduates likely to remain depressed for the next 10-15 years due to economy.

Secondary Research

2006 study: Graduate students’ self-worth increased Graduate students’ sense of self-worth

measured through academic success Graduate programs must assist graduate’s

lives

Secondary Research

Vocational vs. Traditional College Bachelor’s degree=more opportunity Traditional college: critical thinking and

higher thinking capabilities College graduates earn higher-level jobs Earnings higher for those who hold at least

a bachelor's. 2009: individuals with a bachelor's degree had

a median weekly income of $1,025, while those with an associate degree earned $761.

Audiences

External

•Undergraduate Students•College Professors •University/College Administrators•Professionals

Intermediary

•Parents of college/high school students•College Professors•University/College Administrators•Graduate students

Internal

•NACE board members•NACE members

Special

•Companies hiring recent grads/employing people without master’s degrees•Hiring agencies•Education Media•Student loan providers

Audience Ranking Chart

Must Influence (Priority Target)

Should Influence (Secondary Target)

•Undergraduate Students•University/College

Administrators•NACE board members

•NACE members •Parents

•Graduate students•College Professors•University/College

Administrators

•Education Media•Student loan providers

•Companies hiring recent grads/employing people

without master’s degrees•Hiring agencies•Professionals

Maximum PR Effort Significant PR Effort

Likely to Influence

Unlikely to Influence

MAC TriadMessage Audience Channel

A master’s degree improves chances of earning a higher income, obtaining a secure job and increasing self-worth.

Undergraduate Students, Professionals,

Graduate Students, University/College

Administrators, University Professors,

Parents, Education Media

Social media campaign, university publications, email campaign, meetings

Students going to graduate school increase college/university profit and advance the education of Americans.

NACE board members, NACE members,

University/College Administrators, Student

loan providers

Brochures, meetings

Many options remain available to pay for graduate school.

Undergraduate Students, Professionals,

Graduate Students, University/College

Administrators, University Professors,

Parents, Education Media

Social media campaign, university publications, email campaign, meetings

Professionals with a master’s degree know more about their field and maintain a higher self-worth.

Companies, Businesses, Hiring agencies

University publications, meetings, media

Issue: The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.

Objective 1.0 : Increase number of students interested in grad school by 50% in one year.

Strategy 1.1: Measure interest through Social Media campaign (request info)

Tactic 1.1.1: Administrator trade show Tactic 1.2.1: Brochures Tactic 1.3.1: Social Media Tactic 1.4.1: E-mail campaign

Issue: The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.Vocational school enrollment remains on the rise due to quicker schooling and less competitive job market.

Objective 2.0: Increase number of enrolled graduate and undergraduate students nationally by 15% in one year

Strategy 2.1: Use social media and face-to-face interaction to improve awareness of higher education versus vocational school.

Tactic 2.1.1: Social Media campaign Tactic 2.1.2: Brochures Tactic 2.1.3: National Surveys of schools Tactic 2.1.4: University publications Tactic 2.1.5: E-mail campaign

Issue: Media coverage regarding higher education remains negative.

Objective 3.0: Persuade media coverage to positive stories/reports about higher education by 75% over 3 years

Strategy 3.1: Quarterly content analysis

Tactic 3.1.1: Vocus Tactic 3.1.2: Google Alert Tactic 3.1.3: Meetings with media Tactic 3.1.4: Admin trade shows

Issue: The United States economy remains in a recession, limiting student and parent funds.Student loan providers further limit the number of loans.

Objective 4.0: Persuade student loan providers to offer more student loans for grad school students by 20% in a year

Strategy 4.1: Compare number of loans given out to graduate school students currently versus 10 years ago

Tactic 4.1.1: Use media to increase awareness Tactic 4.1.2: Review loan records of government

agencies and banks providing student loans

Issue: NACE board members threaten to leave the organization.

Objective 5.0: Maintain 100% of NACE membership and increase positive internal opinion of NACE by 75% in three months.

Strategy 5.1: Routine member evaluations and outreaches conducted every month.

Tactic 5.1.1: Surveys Tactic 5.1.2: Interviews Tactic 5.1.3: Events

Budget

Activity Estimated Cost

Social Media Campaign-Including Speaker

$100, 000

E-mail Campaign $0

NACE Member Outreaches

$100,000

Meetings (luncheons) $200,000

Informational Brochures $15,000

Media Kits $2,750

FINAL COST: $417,750

Evaluation

Objective 1.0 : Increase number of students interested in grad school by 50% in one year. –MET Social media campaign: result of 60% of students interested

Objective 2.0: Increase number of enrolled graduate and undergraduate students nationally by 15% in one year. – MET Social media & face-to-face interaction: result of 18%

increase enrollment in one year

Objective 3.0: Persuade media coverage to positive stories/reports about higher education by 75% over 3 years. – MET Content analysis: media coverage during the fall for

application

Evaluation

Objective 4.0: Persuade student loan providers to offer more student loans for grad school students by 20% in a year. – MET Loan records review: offer of 35% more student

loans

Objective 5.0: Maintain 100% of NACE membership and increase positive internal opinion of NACE by 75% in three months. – MET Member evaluation proved positive results

internally; just meeting the goal

Potter Model

LoyaltiesYes – Increasing attendance at

universities will increase revenue – keeping the universities in

existence and maintaining NACE members jobs.

No – Vocational schools give students opportunities

universities do not offer.

PrinciplesYes – Kant’s Categorical

Imperative: “What is good for one is good for all.”

No - Rawl’s Veil of Ignorance: “Eliminate roles to justly decide.”

ValuesYes – The end result makes the time and money spent worth it.

No – Students receive an education specifically in his or her

program of study while saving money and time.

DefinitionYes – Higher education results in better education, higher salaries

and higher self-worth.No – Students spend more

money and time attending a university rather than a

vocational school.

Is it ethical to persuade students to obtain higher education rather than attend a vocational school?