Miller-Motte Technical College

•  Tina Turk has been working as Executive Director at Miller-Motte Technical College (Columbus, Georgia Area) since February 2019. Previously, she worked as Campus President and Director of Enrollment Management at Virginia College and Director of Admission at Corinthian Colleges.

•  Vanessa Euresti is Executive Director at Miller-Motte Technical College (Conway, North Carolina). She has worked as Executive Director and Director Of Career Services at South Texas Vocational Technical Institute for over seven years.
•  Bijal Shah has been working as Marketing Director at Ancora Education. She worked as Head of Marketing at Shah media before her current position.
•  Ancora Education is the main entity of the group private schools and Miller-Motte Technical College is one of the schools.
•  Bijal Shah's email is bijal.shah@ancoraeducation.com.
•  Ben Griffiths is Vice President of Marketing at Ancora Education. He has been in the position for the last two years, according to his Linkedin.
•  Griffiths' email is ben.griffiths@ancoraeducation.com.

• The institution highlighted messaging about flexible programs, industry experienced instructors, financial aid, and career assistance. The main messaging and wording is "understanding and caring" on its site. For instance, when presenting the flexible programs, the message was "since not every student is the same, we offer flexible programs that can work around your schedule.
• For the financial aid section, MMTC highlights that the paying for College could be frightening, and its Financial Services Team and Student Loan Help Center designated to help the students with tuition.
• A search for marketing efforts or campaigns did not result in any recent activities. But the institution held some promotional events, such as the Work Smart Open House and April Career Fair.

Ultimate Medical Academy

•  Thomas Rametta is President and Chief Financial Officer for Ultimate Medical Academy. His responsibilities include leading strategies for UMA’s to reach its mission. Previously, he worked as Group Finance Director of Enterprise Media Group and Director of Management Reporting for Factiva, LLC.
• Since November 2018, David Donahue has been working as Senior Vice President and Chief of Staff at Ultimate Medical Academy. He is responsible for building local and national relationships and partnerships, and he is also in charge of innovative projects for UMA. His previous experience includes Chief of Staff and Director of Community Relations at Middlebury College and Analyst/Consultant at the Accenture.
•  Nicole Anzuoni is General Counsel & Corporate Secretary at Ultimate Medical Academy. She oversees the Legal Department and advises on the legal issues of the institution. Before joining UMA, she worked at the Business Law Group of Epstein Becker & Green, PC, and Business & Finance practice group at Morgan, Lewis & Bockius, LLP in New York.
•  Linda Mignone is Executive Vice President and Chief Marketing Officer for Ultimate Medical Academy. She is responsible for managing UMA’s marketing, communications, and admissions efforts. She has 25 years of experience in the field. Previously, we worked at numerous companies, including Kaplan, Inc, and DHL.
•  Mignone's email is lmignone@ultimatemedical.edu.

• The main message of Ultimate Medical Academy is "Change Your Life" and it highlighted that there will be 1.9 million new healthcare jobs created by 2028. Compared to Miller-Motte Technical College, UMA's website is much more colorful, optimistic, and interactive. For example, the web is much more interactive and has a live chat option and background video, which is not a case for the other two institutions.
• The website also highlights that 93% of the students recommend to their social circle and UMA is "Inspired to make a difference in everything we do."
• In 2020, Ultimate Medical Academy launched the “Go Red for Women” campaign in partnership with the American Heart Association. The campaign involves providing educational materials on cardiovascular disease to students and staff and raising awareness of the issues.
•  UMA held many events and activities at its Tampa-area locations as part of the campaign.
• In 2019, Ultimate Medical Academy won the Best Security Awareness Plan and Best Phishing Campaign from KnowBe4 Sharky Awards. The press coverage did promote the organization as the best in cybersecurity and its awareness training.
• Ultimate Medical Academy was covered on the Yahoo Finance in 2019 for sponsoring National Conversation on Board Diversity initiative. The article noted that UMA has already the majority of females in its senior leadership team.

College of Healthcare Professions

•  Stephen Tolliver has been working as Executive Director at The College of Health Care Professions for the last two years and he has been in the organization for 12 years. Previously, he worked as Assistant Director of Education and Director of General Education at The College of Health Care Professions as well.
•  Eric G. Bing is the CEO/Partner/Board Member for The College of Health Care Professions. He held the position for the last 6 years. He is CEO and Founder of two other organizations namely Bing&Compnay, Inc and omniscient education services LLP. Bing started his career at Huckaby and Associates as an Associate.
•  JP Schippert is the Chief Financial Officer at The College of Health Care Professions. He joined the organization as Director of Operation in December 2017.
•  Previously, Schippert worked at Delta Career Education as Chief Inter Auditor, Senior Director of Online Academics, Career services, and Online Adjunct Instructor at Academy College and McCann School of Business and Technology.
•  Stephen Horn has been working Chief Market Officer at The College of Health Care Professions for over five years. Before the College of Health Care Professions, he was Managing Director at Foot Locker, Chief Marketing and Strategy Officer at Tom Joyner Online Education, and CMO at Society for Human Resource Management. He also holds an MBA, Marketing from Indiana University Bloomington.
•  Horn's email is stephen.horn@chcp.edu.

•  The messaging of the College of Healthcare Professions leans on its 30 years of experience and it's an accredited Health Care Career College. The College's messaging to students emphasizes taking pride in one's career, making difference in the community, being able to support their family financially, and getting real training by learning on real equipment.
•  Its institutional website also highlights they offer online and on-campus programs and Tuition & Financial Aid to the students.
• A search on marketing efforts or campaigns of CHCP results in limited recent findings. But, the College was covered in an article from the "insidehighered" website in 2019.
• The article says, "The leader of a growing Texas college thinks his institution may have cracked the code for lifting students out of poverty and into careers in high-demand health-care fields."
• In the article, the Chief Executive Officer, Bing, gave an interview and highlighted that the programs provide the student education that meets employer demand and its practicality.

Altierus

Leadership

• Altierus is run by the non-profit Zenith Education Group. The following leadership team manages Zenith Education Group covering all three Altierus campuses.
•  Todd Steele, President, ECMC Education
•  Tom O'Donnell: Senior Vice President, Operations
•  Rahoul Ghose: Chief Information Officer, ECMC Group
•  Martin Scanlon: Chief Financial Officer, ECMC Group
•  Sarah Strehl: Chief Human Resources Officer, ECMC Group
•  Jacob Kassuba: Vice President, Campus Operations
• Tom O'Donnell is in charge of all marketing operations for all Altierus campuses. O'Donnell has a LinkedIn profile and can be contacted at todonnell847@gmail.com.

Messaging

• Altierus uses desktop digital creatives to advertise quality education in a short period of time. Most of their messaging boasts value and flexibility.
• Messaging includes a tagline that boast the value of the program they are advertising with a sub header stating that the program takes a short period of time.
• Examples of creatives have been provided in the attached Google Doc.
• In 2017, Altierus ran a 30-second TV ad that shared similar messaging by stating that traditional education is not for everyone and boasting an alternative, unique option with fast turn-around times.

Porter and Chester

Leadership

•  Jim Bologa: Chief Executive Officer
•  Alexandra Stanhope: Career Services and Placement
•  Roy W. Gero: Division Supervisor, Education Computer & Network
•  Vanessa Richmond: Director of Student Services Compliance
•  Brian A. Boyce: Director, Information Technology
•  Karen Juchniewicz: Executive Director
•  Patrick J. O'Brien: Director, Campus of Operations & Education
•  Henry Przybylowicz: Director, Campus of Operations & Education
• Patrick J. O'Brien and Henry Przybylowicz are responsible for marketing operations for all campuses. Przybylowicz has a LinkedIn profile and can be contacted at hprzybylowicz@PorterChester.com. O'Brien can be contacted at (203) 375-4463.

Messaging

• Porter and Chester uses desktop digital creatives to advertise open houses and programs. The majority of their digital advertising is for open houses which include pictures of current students, the open house dates and times, and links to register for the event.
• In addition, they provide advertising for their programs including the name of the program, time frame to complete it, and links to learn more.
• Examples of creatives have been provided in the attached Google Doc.
• The institution does not have any TV advertising. 

Center for Employment Training

Leadership

•  Hermelinda Sapien : President & CEO
•  Marite Marlow : CFO
•  Pascal Do : COO
•  Luis Aguilar : Director of Education
•  Elsa Garcia de Leon : Director of Financial Aid
•  Yvette Galindo : Director of Human Resources
•  Ryan Nelson: Director of IT
•  Asbjorn Osland: SJSU Chairman of the Board
•  Bob Martinez: IBM Vice Chair of the Board
•  Daniel Ezquerro: SJECCD Treasurer of the Board
•  Chris Longoria: SDSU Secretary of the Board
• According to LinkedIn, Amy Lawrence is the Marketing Manager at the Center for Employment Training. She can be contacted at (408) 534-5451. 

Messaging

• While the Center for Employment Training (CET) does not have any digital advertising creatives or TV advertising, the company does provide messaging on their website.
• Most of the messaging for the CET is centered around employment options through programs, fast turn-around, quality education, and low tuition cost.
• In addition, CET states their value comes from being with students through the employment process after graduation. Their value proposition is: "What makes CET different is over the last 50 years we have mastered integrated job training services to support your success. CET’s Contextual Learning Model was designed with the end in mind. Our success is not measured by the number of students enrolled. CET is successful when you get the skills to get the job and our diploma is your first paycheck."

Southern Technical College

Leadership

•  Pedro C. De Guzman: Chief Executive Officer/President

•  Reid Allison: Chief Financial Officer/Executive Vice President

•  Lori Moran: Chief Operating Officer/Sr. Vice President

•  Mike Rhodes: Sr. Vice President, Admissions

•  Richard Bennett: Sr. Vice President, Financial Aid

•  Donna Bellissimo: Group Director of Career Services

•  Sherry Parker: Group Director of Education

•  April Cortright: Compliance Manager

CMO or Marketing Director

•  Mr. Sandeep Kaup is the current chief marketing officer (CMO) at Southern Technical College. Kaup has a LinkedIn profile, and he can be reached at (407) 671-9922.

Messaging

• Southern Technical College's primary messaging revolves around the program's flexibility, quick completion time, and practical hands-on training. 

• The college does not have any ongoing TV ads or digital advertising creatives. However, in 2017, it created a short video ad detailing the benefits of its program with a focus on the practical nature of the program.

• In 2019, the institution ran a campaign on Facebook highlighting quick completion times, high graduation rates, and flexible schedules. The campaign also included a tagline that says: "Get Unstuck & Change Your Life."

Southern Careers Institute

Leadership

•  Jacob Mayhew: Chief Executive Officer

•  Rachel Lang: Chief Financial Officer

•  Matthew Hawes: Chief Operations Officer

•  Nikki England: President

CMO or Marketing Director

• SCI does not currently have a chief marketing officer or director, and neither does its parent company, Tall Oak Learning.

Messaging

• The Southern Careers Institute's main messaging is centered around getting the required training for a desired job, building one's future through training, following one's passion, and obtaining quality training.

• The company does not have any TV advertising, but it posts several videos on YouTube where it details some of the benefits associated with choosing the institution, such as financial aid availability and the satisfaction associated with pursuing one's academic dream.

• Examples of other creatives shared by the institution have been provided in the attached Google Doc.

All-State Career School

Leadership

•  Duncan Anderson: President/Chief Executive Officer

•  Stephen Budosh: Chief Financial Officer

•  Director of Admissions: Jessica Williams

•  Director of Admissions: Sarah Howard

•  Director of Career Services: Robert McNamara

CMO or Marketing Director

• Bryan Moore is the current senior vice president of admissions and marketing at Education Affiliates. He has a LinkedIn profile and can be contacted at bryan.moore@edaff.com.

Messaging

• All-State Career School's main messaging focuses on flexible class schedules, financial aid availability, and a career placement assistance program for all graduates.

• The company has not published any TV advertising or creatives in the last few years. However, it posts several testimonial videos on YouTube where past and current students share their views on their respective programs. Recurring themes in the testimonials include pursuing a childhood dream, getting one's life back on track, and the quality of training provided.

Research Strategy

Notes on Findings

• Many (most) trade, technical, and career colleges are private and either for-profit, non-profit, or are affiliated directly with a traditional post-secondary schools (university or college). Because of this, they are not required to publish their enrollment or revenue figures anywhere, and most of them do not do so. Additionally, only those registered as non-profits typically show their advertising expenses (as part of their IRS and non-profit federal paperwork); it is not possible to determine these expenditures from for-profit colleges or those associated with private or public universities. Due to this, ranking them via enrollment, revenue, their advertising budgets, or other similar metrics is not possible. Also, identifying those that have seen “significant growth” is also not possible due to these constrictions.
• As such, these schools have been identified through a variety of measures, including through the use of expert-compiled lists of trade, technical, and career colleges in the US ranked “top” or “best” in their particular fields of specialty. Only those meeting multiple criteria (like highest graduation rates, positive student-to-teacher ratios, affordability of tuition rates, and others) were included on this list. Also, those with multiple campuses and multiple programs were included, as they would be most likely to have high advertising budgets. Only accredited institutions were included.
• Of note, trade, technical, or career colleges that are affiliated with a traditional university have been excluded from this list; this list should not be considered an exclusive list, but rather a cross-section of these types of schools only.

Trade, Technical, and Career Colleges

•  Carnegie Classifications notes the following subsets for these types of post-secondary schools: two-year, four-year, and tribal colleges, each with subsets underneath them. Two-year schools often offer AA or AS degrees or certifications with specialized education focused on careers like those in the health and medical professions, technical professions, arts and design professions, and other fields. Four-year schools offer BA or BS degrees (and certifications), and often include more liberal arts coursework than two-year institutions. Tribal colleges are members of the American Indian Higher Education Consortium and are often located within (or nearby) American Indian reservations.
• Additional categories (subsets) include CDL training schools, welding trade schools, HVAC-R trade schools, automotive trade schools, marine mechanics schools, aviation technology schools, electrical trade schools, health and medical trade schools, cosmetology schools, massage therapy schools, criminal justice schools, culinary schools, and computer and IT schools, among others.
• To provide the most well-rounded list of those that rank highly (using the previously-described metrics), the following list includes a selection of these schools from multiple subsets, but does not cover schools within every subset. Lastly, a list of the “best trade schools” by US state can be found here, as it may provide additional useful information.

GENERAL TECHNICAL EDUCATION SCHOOLS

• These schools offer a selection of programs and are not focused on one type of trade, career, or technical field specifically.

 Southern Technical College

• This college offers “paralegal, medical, and skilled trades training” across eight campuses. They focus on the fields of Allied Health (Diploma, AA, AS), Nursing (AS), Business (AS, BS), Information Technology (AS), and Technical Trades (Diploma, AA, AS). It is listed as #1 in the list of best trade schools in Florida by Vocational Training HQ.

 Southern Careers Institute

• This college has seven campuses, and offers cosmetology, medical trades, training, and CDL licensing certifications, among other programs. Their programs are: Business, Beauty, Technology, and Trades. It is listed as #6 in the list of best trade schools in Texas by Vocational Training HQ.

 All-State Career Schools

• This college offers medical and health specialty programs, as well as programs of study in 10 other industries. They offer programs in Nursing, Medical Technologists, Dental, Healthcare/Medical, Skilled Trades, and Commercial Driving.

 Altierus Career College

• This multi-campus college has six diploma programs: “Electrician, Heating, Ventilation and Air Conditioning (HVAC), Massage Therapy, Medical Assistant, Medical Billing and Coding, and Pharmacy Technician." The Tampa campus also offers a Surgical Technologist degree (AS). They have campuses in Georgia, Florida, and Texas. The college’s graduation rate is at 75%, and they offer credit for life experience toward their programs.

 Porter and Chester Institute

• This college has 9 campuses, with programs in: Automotive Technology, Computer Aided Drafting & Design (CADD), Computer & Network Technology, Cosmetology, Electrician (Industrial, Commercial, Residential), Electronics Systems Technician, HVACR, Dental Assisting, Medical Assisting, Medical Billing & Coding, Plumbing, and Practical Nursing.

 Center for Employment Training  

• This three-state college offers eight programs across California, Virginia, and Texas. Specialties are: “Construction & Building Maintenance, Cleaning Service & Maintenance Technician, Green Building Construction Skills, Electrician, HVAC Technician, HVAC Green Technology, Machinist Technology, and Welding Fabrication.”

HEALTH & MEDICAL TRADE SCHOOLS

• These schools focus on one or more health or medical specialties.

 Miller-Motte Technical College

• This college has 10 campuses offering 10 medical / health program specialties. They offer programs in: Beauty & Wellness, Business, Healthcare, Legal & Protective Services, Technology, and Skilled Trades.

 Ultimate Medical Academy

• This college has two campuses offering seven medical / health program specialties. They offer Diploma, AA, and AS degrees for: Health & Human Services, Health IT, Health Sciences, Healthcare Management, Medical Billing & Coding, Medical Administrate Assistant, Medical Office & Billing Specialist, Patient Care Technician, Nursing Assistant, and Phlebotomy Technician.

 College of Health Care Professions

• This college has five campuses offering 13 medical / health program specialties. Programs include Cardiovascular Sonography, Dental Assistant, Diagnostic Medical Sonography, Health & Medical Administrative Services, Medical Radiological Technologist, Medical Assistant, Massage Therapy, Medical Office Specialist, Nursing, Pharmacy Technician, Physical Therapy Technician, Surgical Technologist, Vocational Nursing, and others. It is listed as #4 in the list of best trade schools in Texas by Vocational Training HQ.

COMPUTER & TECHNICAL SCHOOLS

• These schools focus on one or more computer or technical specialties.

 Remington College

• This college has 19 campuses all over the US and hosts 27 different programs among them. Their programs include 15 healthcare specialties, 11 trade specialties, six business specialties, two legal programs, two health and beauty programs, two creative arts programs, two technology programs, and a culinary arts specialty. It is listed as #1 in the list of best trade schools in Louisiana by Vocational Training HQ.

 American National University (formerly National College)

• This college has 14 campuses and hosts 23 different programs among them. They offer Diplomas, Certifications, Associate’s degrees, Bachelor’s degrees, and graduate-level degrees in Health Sciences, Information Technology, and Business & Accounting specialties.

AVIATION TECHNOLOGY SCHOOLS

• These schools focus on flying or repairing planes, or other aeronautical specialties.

 National Aviation Academy  

• This college has two campuses and offers three types of aviation specialties. They offer programs in: Aviation Maintenance, Aviation Maintenance Technology, and Advanced Aircraft Systems.

 Embry-Riddle Aeronautical University

• This four-year university is devoted to all-things-aeronautics and is listed as one of the “best trade schools” in the US. They offer Certificates, Associate’s degrees, Bachelor’s degrees, and graduate degrees in: Applied Science, Aviation, Business, Computers & Technology, Engineering, Security / Intelligence / Safety, and Space specialties.

AUTOMOTIVE & BOATING TRADE SCHOOLS

• These schools focus on repairing and/or building cars and boats or car / boat engines.

 Universal Technical Institute (UTI)

• This college has 10 campuses and offers three automotive specialties. They offer programs in Automotive, Diesel, Marine, Motorcycles, Machining, Collision Repair, Welding, and other specialized training. [20]

Specialized Higher Education Industry Insights

• According to the latest report by Data USA, the number of applications to Specialized Higher Education Institutions (SHEI) declined by 1.19% in 2017 to 173,177. Of these, about 59.3% were accepted, which was higher than the 57.7% acceptance rate in 2016. This means that while applications declined by 1.19%, admissions increased by 1.52% between 2016 and 2017.
• The total enrollment of graduate and undergraduate students at SHEI was 831,424 in 2017, 71% of whom were full-time students. While the number of students differed between 2014 and 2017, the percentage of full-time students remained constant.
• According to Data USA, in 2016, "the most common Bachelor's Degree concentration at special focus institutions is Registered Nursing (23,274 degrees awarded), followed by General Business Administration & Management (4,546 degrees) and Talmudic Studies (1,913 degrees)."
• In 2017, in-state and out-of-state students paid $13,662 and $14,000 on average, respectively, to study in SHEI. The average net price (price after loans and grants are factored) of SHEI was about $20,147. This was a 1.19% increase from 2016.

Trends in the Higher Education Industry

Diversified Student Populations

• According to reports by Hannover Research and Northeastern University, higher education institutions are expanding their student diversity services in a quest to support and enroll more underrepresented students. Institutions of higher learning in the United States are welcoming more and more diverse student populations and they are becoming more ethnically, racially, and gender diverse.
• Looking at the 2017 Data USA report, there was a slight but steady decline in the number of white students between 2012 and 2017. The data shows that there was a one-point year-over-year decline from 53% in 2012 to 48% in 2017.

Thriving Online Programs

• According to reports by Northeastern University, Precision Campus, and Education Dive, the online education trend is thriving in the higher education industry. Institutions are seeing more students interested in remote programs and institutions are working to make online education more accessible and convenient. Arizona State University and the University of Pennsylvania are among institutions working to encourage and reduce the cost of online education.

RESEARCH STRATEGY

STRENGTHS

Strong 5-Year Market Growth

• The Technical and Trade Schools Industry (under which specialized higher education companies fall) experienced a 6% growth between 2014 and 2019, showing total market revenue of $16.52 B in 2019.

Demand for Skilled Trade Workers Increasing

•  IbisWorld notes that the “demand for skilled workers in many trades has been increasing,” and that participation in education (and “post-secondary educational attainment”) has also grown over the past five years. Technical needs in various industries (especially after the Great Recession) created increased demand for workers trained in specialized fields, and this was a boost to the market.
• Since most career and technical colleges are skills-focused (rather than core-academics-focused), this provides the best-bang-for-the-buck for students wishing to gain employable skills fast. Experts note that CTE (career technical education) schools “do a better job for students” in both the areas of technical skills and soft skills.

Online Classes Have Boosted the Industry

• Since online classes offer a less-expensive option to both the organizations offering them and to students, this has proven a successful method of growth for many specialized schools in the US.

Student Choice Is Optimized

• In many career and technical colleges, students have more flexibility in their choices of study and coursework, unlike many traditional colleges and universities where students are forced into a stream of core coursework before they’re given a chance to study along their specific paths. According to GettingSmart, “with CTE (career technical education) programs, there is often choice to pursue various certifications, experiences, internships, and more,” all of which increases the chance students with engage at higher levels and buy-in to the programs.
• Notably, a study from the Journal of Human Resources shows that students who take general education (through traditional universities) “initially face worse employment outcomes … relative to individuals with vocational education.”

Partnerships & Job Placement Opportunities Keep the Market Strong

• Since CTE schools are often required to partner with industry advisory boards, and their programs often have “built-in advisers, partners, and mentors,” they are better-equipped than traditional educational institutions to offer their students real-world connections immediately. These connections help the school by providing curriculum and instruction advisements, they often provide equipment or guest instructors, and also provide pathways for graduates to secure employment.
• As noted, many of these institutions offer direct career placement services, often with their community partners or with other notable employers in their local areas. BestSchools notes that, at specialized career colleges, the emphasis is on both job training and job placement, while this is not the primary focus of most traditional higher education institutions.

Shorter Term of Study & Reduced Costs

• At many technical and career colleges, students complete their programs and earn certifications (or diplomas) in 10 – 18 (or 24) months, a considerably shorter time than most traditional colleges and universities.
• Research shows that the average trade school degree or certificate costs students about $33 K, while the average bachelor’s degree can cost about $127 K. The significant cost-savings means that technical colleges are a much more attractive option for most students who aren’t sure how to pay for their educations. Additionally, research shows that the average debt load for CTE students is around $10 K, while students from four-year colleges “carried a debt load of $29,750” on average.
• Notably, the College Savings Foundation found that 39% of their survey respondents were “considering alternatives to traditional four-year colleges based strictly on the cost factor,” with at least 9% of students “considering vocational options in lieu of college.” Increasing college costs are driving potential students toward vocational school alternatives.

WEAKNESSES

Recession Weakened Downstream Demand

• The Great Recession had a negative effect on this industry, due to a decreased downstream demand for some trades and tradeworkers.

Lack of Instructional Pedagogy & Education-Based Instructors

• Many career and technical colleges have instructors “that come from the industry and have very little formal teaching experience or training,” which means students get less of the strong educational methodologies that could be applied toward the greatest depth of learning. Many of these instructors rely solely on direct instruction (with hands-on applications included, of course), and do not take advantage of the “more contemporary and 21st-century-oriented instructional approaches and pedagogies.” This reduces the strength and effectiveness of the training overall.

Lack of Integration between Tech & Instruction

•  GettingSmart notes that, while many career and technical colleges offer the latest in technologies on which their students train, there is a significant lack of technological integration in teaching methodologies and instruction. Too many instructors in these schools are lecturing having students take notes on paper rather than using innovative technologies to have students collaborate digitally on tasks. Too few instructors incorporate web applications or video / presentation technologies into their coursework, and too few incorporate the technologies being used fully into the lessons.
• Another issue is that many of these schools do not require students to create online / digital portfolios of their work. Since so much of getting a job in today’s market requires proving the skills have been obtained, and this often requires presentation and personal branding to sell the candidate to the potential employer, it’s a shame that more tech and career colleges don’t employ these tools to help their graduates be more job-ready.

Reduced Prestige & Uninformed Students

• One national poll of US residents aged 18 to 24 showed that over half of those surveyed “had no interest in going to trade school,” with 66% admitting they “didn’t know enough about trade schools” to seriously consider them as higher education options. This research showed a “degree of stigma” surrounding career and trade schools, with many respondents believing those types of colleges were meant only for those “not up to the academic challenges of a traditional college.”

OPPORTUNITIES

Fill Trade Niches to See Increased Growth

• Earlier, this report noted that the demand for skilled trades workers in increasing in the US, which has fueled an increase in enrollment in career and technical schools. America is currently “in the middle of a serious skills shortage” in many industries, and trade schools can fill this niche faster and cheaper than most traditional colleges can. Offering educational and certification opportunities in the industries showing the highest current and projected needs is one way CTE schools can shoot successfully into the future.

University Funding Growth Offers an Opportunity

•  Experts note that government funding for universities was expected to increase in 2019, and this in turn, would potentially increase enrollment at technical colleges and trade schools. This is because “government funding typically increases affordability for students who need educational loans.”

Increase Education-Based Instructors / Pedagogies & Increased Tech Integration

• As noted in the Weaknesses Section, technical schools and career colleges would benefit from hiring instructors with teaching backgrounds, not just focusing on trainers with the technical skills necessary. Additionally, by employing modern teaching methodologies, and further integrating tech into the lessons, these schools would serve their students more effectively, which would in turn, be likely to increase their enrollments.

THREATS

Falling Unemployment Rates Pose a Threat

• With the drops in the unemployment rate in the last few years, fewer people need jobs (or need updated skills to secure new jobs), and this poses a threat to this market. Trends have shown that when unemployment rates are higher, more people enroll in technical colleges.

Unaccredited For-Profit Schools Give the Market a Bad Name

• There are a multitude of career and technical colleges that are only out for profit and that lack accreditation. These schools could choose to completely drop a program (with students mid-stream) because it isn’t profitable enough, which could damage students’ prospects and hurt their pocketbooks. Schools without regional accreditation lack proven curriculum, and are likely to provide sub-optimal education to their attendees. Additionally, a student graduating from a non-accredited institution will find that they may not be “taken seriously by future employers,” thus hurting their job prospects while costing them a small fortune.