Client Success Story: Determining the Market for a New Online Program

“The research gave us the confidence that we were heading in the right direction. It provided ideas regarding not only how to market the program, but insight we used to structure the program so we got it right from the beginning.”

-Jeff Handler, Acting Vice President for Enrollment Management

The Client

  • Empire State College
  • Saratoga Springs, NY
  • Masters granting institution
  • Public Institution
  • Approximately 17,000 undergraduate students

The Highlights

The Challenge: Empire State College was planning the launch of a new bachelor of science in nursing (BSN) degree program, but was looking for input to determine the shape of the marketing, its needs and interest level. Additionally, it wanted to examine the possibility of a future launch of a master of science in nursing (MSN) degree program.

The Solution: The Online Higher Education research team conducted a survey of 5,000 practicing nurses. Among the topics addressed in the survey were demographics of potential BSN and MSN degree markets, motivations for pursuing a BSN or MSN among target markets, preferred components of a BSN or MSN degree, and preferred delivery mode for both programs.

The Results: The survey results gave Empire State the confidence that the BSN program structure and components would appeal to potential students, and also that sufficient demand existed for the MSN program as well.

 

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