Education Dynamics

EducationDynamics (EDDY) is a privately owned higher education management corporation. Founded in 2005, the firm provides market research, advertising agency, multichannel marketing, lead generation, and enrollment management for over 500 US colleges, with a particular focus on adult online education. It also partners with private lenders who provide student loans, produces marketing research about adult online students, and hosts the InsightsEDU Conference, formerly known as (CALEM).[1]

History

As a member of BMO Financial Group and Halyard Capital, the company was founded in 2005 as Halyard Education Partners. The company's first inquiry portal was eLearners.com, which works to pair prospective students with colleges and universities offering online programs.[2]

In 2006, it acquired Educational Directories Unlimited, owners of StudyAbroad.com, GradSchools.com, and StudentProspector.com.[3] That same year, the company launched a multi-platform US-based contact center.

In 2007, it acquired WorldClass Strategy, owner of EarnMyDegree.com.[4]

The firm rebranded as EducationDynamics in 2007.

In 2009, EducationDynamics acquired Aslanian Market Research, a leading market research firm focused exclusively on understanding adult, non-traditional, and online college students through primary and secondary research. Aslanian Market Research was founded by Carol Aslanian, who continues to lead the market research solutions offered by EducationDynamics.

In 2010, it acquired Education Connection;[5] in 2011, the Education Connection website reportedly had 350 colleges paying for leads, with 300,000 unique visitors per month and 40,000 signing up for help.[6]

In 2015, Halyard Capital sold EducationDynamics to an investor group including Muirlands Capital, KnowledgeShares and Prudential Capital Group.[7]

In 2016, EducationDynamics acquired EdPlus Holdings, which included Unigo.com and EStudentLoan.com.[8]

In 2018 it acquired JMH Consulting, Inc, a boutique provider of marketing and bundled Enrollment Management Services.[9]

In 2019, it purchased the digital marketing, search engine optimization, and call center businesses of Thruline, a higher education marketing agency based in Lenexa, Kansas.[10]

In 2019, NBC News reported that Education Dynamics was targeting military veterans through Military-colleges.com.[11]

In 2020, the firm purchased the Quinstreet higher education vertical, which included onlinedegrees.com, and schools.com.[12] In September 2020, it also received capital infusions of $80 million from Whitehorse Capital and $12.5 million from Encina Business Credit.[13] In November, 2020 the company announced the acquisition of the higher education portal classesUSA.[14]

In 2021, it announced a strategic relationship with Nuro Retention, a company using analytics to improve student persistence.[15]

EducationDynamics announced in October, 2021 that it had been purchased by Renovus Capital Partners.[16]

Leadership

EducationDynamics is led by Bruce Douglas, who has served as CEO since 2015. Prior to Douglas taking over, the company was led by Tom Anderson.

Locations

Its offices are in Hoboken, New Jersey, Lenexa, Kansas, and Boca Raton, Florida.

Services

EducationDynamics offers multiple services and solutions to over 500 colleges and universities. The company focuses on delivering marketing and related enrollment/student engagement support services for online and adult-focused college programs.

Marketing Agency Services The firm's multi-channel marketing services include search engine optimization (SEO), digital marketing, Over-the-Top (OTT) marketing, awareness media and creative services.

Enrollment Management and Student Success EducationDynamics provides coaching services to engage and nurture prospective students and student success coaching services.

Inquiry Generation EducationDynamics is a recognized leader in higher education inquiry generation. It manages multiple inquiry generation websites, including gradschools.com, schools.com, elearners.com, and educationconnection.com. . .

Market Research The firm's market research efforts are led by Carol Aslanian, who has conducted research on adult learners with the College Board (1979-2000) and then with Aslanian Market Research, which has been part of EducationDynamics since 2009.[18][19][20] The company conducts primary and secondary research on behalf of clients and releases numerous annual reports, including the Online College Students Report, Higher Ed Landscape Report and Enrollment Management Benchmarks Report. In 2020, the company released a report on Underserved Students.

College and universities

The firm's college and university clients include Southern New Hampshire University, Liberty University, Purdue University Global (formerly Kaplan University), the University of Arizona Global Campus (formerly Ashford University), Independence University, South University, Colorado Technical University, and American Intercontinental University. Elearners.com sponsors include American University, Johns Hopkins University, Saint Johns University, Seton Hall University, George Washington University, Pepperdine University, Grand Canyon University, and Full Sail University.[17]

Lead generation websites

The firm's websites include educationconnection.com, gradschools.com, elearners.com, schools.com, onlinecolleges.com, onlinedegrees.com, estudentloan.com, classesusa.com, unigo.com, christianeducation.com, and Military-colleges.com. The company employs cookies, flash cookies, and web beacons.

Unigo

Unigo is a leading student searech and scholarship site, and count's Sallie Mae, Discover Financial Services, Citizens Bank, and College Ave Student loans as partners.

Research

EducationDynamics produces research and reports about online adult education, with information on marketing trends, consumer demand, industry changes, and student retention. The reports include the annual Online College Students Report, and 2020 & Beyond Student Survey and Report.[18] The Online College Students Report was part of a joint effort between EducationDynamics and Wiley Education Services (a subsidiary of John Wiley and Sons).[19]

In the 2020 report, the researchers found that consumers most valued affordability (51 percent), reputation of the school (36 percent), credits for work/life experience (29 percent), a quick path to a degree (28 percent), proximity to work and home (22 percent), and quality of faculty (22 percent).[20] The report was available through Inside Higher Education.[21]

In November 2020, EDDY produced a report called "A Survey of the Underserved Students Landscape." The study sampled 1,000 minority or first-generation students, 22 years of age and older, who had studied in an undergraduate program in the past three years. The study included data on what motivated these students to go to college, who influenced them to go to college, and what students expected from their college experiences.[22]

In 2021, the EDDY released the Online College Students Report based on a survey of 1,500 online learners. The 2021 report found significant changes in the behavior and demands of online college students. Among other findings, the report identified the 57% of online students surveyed will prefer to enroll in hybrid study in the future.[23]

Conference

EducationDynamics hosts the annual InsightsEDU conference. The conference was previously known as the Conference on Adult Learner Enrollment Management and changed names after the 2021 conference. The 2022 Conference is scheduled for February 23-25, 2022. The conference will be held in Denver, CO and will also be delivered virtually.

InsightsEDU offers higher ed leaders the opportunity to come together and discuss the latest trends and insights on attracting and engaging career-focused non-traditional students. The conference offers three tracks: Marketing, Enrollment Management, and Leadership. The keynote speakers for the 2022 conference are Carol Aslanian, President and Founder of Aslanian Market Research, and Paul Shirley, Founder at The Process, Author, and former professional basketball player.

See also

References
  1. . AP News. August 18, 2021 https://apnews.com/press-release/pr-newswire/education-higher-education-5a4ab0305ece798e0c84c7130e3070b9. Retrieved 22 October 2021. Missing or empty |title= (help)
  2. "Halyard Capital Acquires Majority Interest in eLearners.com". www.elearners.com. Archived from the original on 2007-08-17. Retrieved 23 March 2021.
  3. "Halyard Capital Acquires Majority Interest in Educational Directories Unlimited" (PDF). www.halyardeducationpartners.com. Archived from the original (PDF) on 2007-07-09. Retrieved 23 March 2021.
  4. "HALYARD EDUCATION PARTNERS ACQUIRES WORLDCLASS STRATEGY" (PDF). www.halyardeducationpartners.com. Archived from the original (PDF) on 2007-07-09. Retrieved 23 March 2021.
  5. "EducationDynamics Acquires Education Connection Services". www.careercollegecentral.com. Retrieved 13 March 2021.
  6. Pappano, Laura. "The Online-College Crapshoot". www.nytimes.com. NY Times. Retrieved 21 March 2021.
  7. "Halyard Capital Announces Sale of EducationDynamics to Investor Group led by Muirlands Capital, KnowledgeShares and Prudential Capital Group". www.prnewswire.com. Retrieved 14 March 2021.
  8. "EducationDynamics Announces the Acquisition of Unigo and EStudentLoan.com". www.prweb.com. Retrieved 14 March 2021.
  9. . GlobeNewswire. June 12, 2018 https://www.globenewswire.com/en/news-release/2018/06/12/1520530/0/en/EducationDynamics-Announces-the-Acquisition-of-JMH-Consulting.html. Retrieved 22 October 2021. Missing or empty |title= (help)
  10. Collins, Leslie. "Thruline Marketing sells off two business units". www.bizjournals.com. Retrieved 13 March 2021.
  11. Przybyla, Heidi; Strickler, Laura. "Veterans could be first to pay as DeVos rolls back for-profit college oversight". www.nbcnews.com. NBC News. Retrieved 21 March 2021.
  12. "EducationDynamics Acquires QuinStreet's Higher Education Vertical". newyork.citybizlist.com. Retrieved 13 March 2021.
  13. "FocalPoint Advises EducationDynamics on Refinancing by WhiteHorse and Encina". www.abfjournal.com. Retrieved 24 March 2021.
  14. PR Newswire. PR Newswire https://www.prnewswire.com/news-releases/educationdynamics-acquires-higher-education-portal-classesusa-301180246.html. Retrieved 22 October 2021. Missing or empty |title= (help)
  15. "EducationDynamics and Nuro Retention Form Partnership". www.prnewswire.com. PR Newswire. Retrieved 22 March 2021.
  16. PR Newswire. PR Newswire https://njbmagazine.com/njb-news-now/educationdynamics-announces-acquisition-by-renovus-capital-partners/. Missing or empty |title= (help)
  17. "Accredited Online Colleges & Universities". www.elearners.com. Education Dynamics. Retrieved 22 March 2021.
  18. "MARKET RESEARCH". www.educationdynamics.com. Education Dynamics. Retrieved 15 March 2021.
  19. "Wiley Education Services and Aslanian Market Research Offer Universities Insights to Forge a Path Forward with Online Learning". www.businesswire.com. Business Wire. Retrieved 15 March 2021.
  20. Schaffhauser, Dian. "Affordability and Major Availability Drive Online Ed Decisions". campustechnology.com. Retrieved 15 March 2021.
  21. Lederman, Doug. "Online College Students, 2020". www.insidehighered.com. Inside Higher Education. Retrieved 15 March 2021.
  22. "EducationDynamics Announces Publication of Report on Adult Minority and First-Generation College Students". apnews.com. AP News. Retrieved 23 March 2021.
  23. EducationDynamics.com. EducationDynamics https://www.educationdynamics.com/online-college-students-2021/. Retrieved 22 October 2021. Missing or empty |title= (help)
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