Sunday, November 30, 2014

A Few End-of-Year Thoughts on Branch Campuses

I post infrequently on this blog, especially since the publication of my book, Out on a Limb.  I’m pleased that people are finding the book through Internet searches and word of mouth, as well as through their connection to NABCA (  For that matter, I’m also pleased that I occasionally hear from someone who has discovered this blog and found it useful.

As I continue to scan the environment, visit various campuses, and think about branch campus issues, I will occasionally comment on what I observe, although I may wind up repeating ideas I’ve expressed before.  Thus, here are a few end-of-year observations.

First, I feel increasingly frustrated by the failure of most institutions to fully exploit the strategic potential of their branch campuses.  (Check out this post:  The branch campus audience is not the same as that on a residential main campus, so why are people who have no experience with the branch audience making decisions about recruiting, class scheduling, and student support?  Take a look at my posts over the past couple of years on branch campus trends and on concerns that may interfere with branch campus enrollment growth.

Second, if you are a branch campus administrator, dig into your enrollment patterns.  I talk about “dwelling in the numbers,” and it is so important.  Understand what students are telling you through their decisions on courses and programs and let their preferences help drive your marketing, scheduling, etc.  Make sure you understand what your competitors are doing, as well, and the extent to which your own potential students are choosing them over you.

In this same way, take note of trends across the country.  Some branches are growing rapidly and others are fading.  Why?  And how is technology affecting enrollment?  Should you be doing more with hybrid delivery and online options?  Joining NABCA and engaging more with colleagues from other institutions may help jumpstart your thinking. 

By the way, right now would be a good time to buy copies of my book for your staff and to create a reading circle to discuss ideas.  Judging from the response to Out on a Limb, it has helped plant seeds for some folks.  Maybe you can even engage some main campus people to consider new options.  (I feel as if I should put a smiley face here, but I’ll resist the urge.)

Next week I’ll offer a few more thoughts for the end of the year.