Karen Francis
Executive Chairman/CEO
AcademixDirect
Ms. Francis cut her marketing teeth as the assistant brand manager of Crest toothpaste for Procter & Gamble. Most recently CEO of Hal Riney advertising agency, a division of Paris-based Publicis Corporation and previously a member of Dartmouth's board, she brings a consumer savvy to higher education marketing.
Is higher education becoming a consumer industry?
Yes. Student consumers are shopping and comparing to find the right solution for their education needs. The available offerings have grown dramatically. As an overlay and an underpinning, the internet is helping that happen. It's quite different today than when I prepared for college, relying almost totally on the advice of a single high school guidance counselor.
What advantages does the internet have as an advertising medium for admissions leads?
The primary advantage is that schools can measure and manage their return on investment. Secondarily, admission departments use the internet to target the exact demographics they are looking for, whether that be age, geographic location or program of interest. For example, Grand Canyon University located in Phoenix offers campus and online programs. They can identify prospects who live in Phoenix, those who want to live there, as well as those who don’t but want a GCU education online.
Can you give another example?
The internet makes real-time information delivery possible. And that enables a consumer to make informed comparisons. For a school that's interested in enrolling people who will actually graduate, an informed prospect is a very desirable prospect. From the student’s perspective, this speeds up the enrollment process and allows them to compare information from several institutions simultaneously.
Are those internet advantages lasting?
I expect the internet's utility in college admissions will last. It will also improve. I suspect new capabilities will continuously emerge, and they will benefit school, student, and education marketer.
How do those advantages stack up in market power compared to a powerhouse football or basketball team?
Established campus brands will remain strong, and they will exert market power to attract attention. Mastery of the internet can help other schools connect one-to-one with college shoppers. Once the personal connection is made, personal interaction can level the playing field.
Is online higher education experiencing a 'Gold Rush'?
Online education is like the “Gold Rush” in the sense that the industry has experienced hyper-growth. Nonetheless, unlike the Gold Rush, this opportunity will not disappear but the market will mature as the “land-grab” settles. However my goal for Academix Direct is to become a trusted partner in higher education for the long haul.
What should higher education marketers keep their eyes on as online-educated people succeed in the workforce?
A steadily increasing wave of online graduates will be employed throughout U.S. business. They and their schools will be more widely recognized as they advance through management and executive ranks. The online delivery method will likely continue to be validated, as will the education that the institutions offer.
Marriott has 5 or 6 hotel brands within its hotel business. Why?
Marriott sees different groups of consumers looking for different types of hotels and willing to pay varying amounts. The variety of brands was created to satisfy a variety of demand. That marketing approach optimizes sales and profits. It also maximizes their customer base. A really smart Marriott organization also has a very capable CRM platform.
Do you see a possibility of something similar occuring in higher education?
Yes. Some recent school acquisitions seem to be on that track. Corinthian's acquisition of Heald College is a likely example. It appears they will likely preserve the brand alongside their Everest nameplate. DeVry, Keller and Western Colleges are another example.
Where would you like AcademixDirect to be five years from now?
AcademixDirect wants to be a trusted partner of colleges and universities, helping the industry provide an education solution to as many Americans as possible.