Private colleges around the country have been struggling with low admission rates because of the continuous need to increase tuition but Morningside College has found the answers to those problems.
These are challenging times for private colleges. Many private colleges such as: Mount Ida College in Massachusetts, St. Catharine College in Kentucky, Saint Joseph’s College in Indiana, and Southern Vermont College have announced plans to close or have closed.
These colleges have failed due to lack of student admissions and the ability to supply students and their family’s reasonably prices tuition. Morningside college seems to have found many effective ways to solve the various problems other closing schools ran into.
Amy Williams-Malenosky is a Senior Associate Director of Admissions at Morningside College. With private colleges having troubles with low admission rates, Malenosky emphasizes that Morningside College is at an all-time high with hopeful recruits. “We actually had the third largest freshman class in the last decade this year. We are unique to a lot of the other private colleges who are struggling.”
Morningside admissions focuses on traveling to local high schools and college fairs to get students thinking about the college.
Marketing is a huge part of the recruitment process. Malenosky said, “Our VP of Marketing, Erin Edlund does a fantastic job of marketing Morningside and created a stir on all media outlets.”
Morningside College is always growing and evolving to meet the needs of students. The college offers their students a variety of programs that help them succeed after college such as X-Path and Project Siouxland. Malenosky says, “This is what Morningside has to offer that other colleges don’t, so we use that as a unique selling point for admissions.”
Student-athlete Anthony Ventura is from San Jose, California who transferred here to play football. Being an out of state student, usually you would have to pay more tuition but Morningside worked with him like many other students.
Ventura said, “Morningside offers a lot of scholarship opportunities that have helped lower the tuition price for me.” Admissions works closely with students and families to make Morningside an affordable option.
Morningside has many unique selling points to keep rates increasing. Ventura said, “Since enrolling here, you quickly realize that the faculty here is unlike anything you’ve seen before. They all just want to help you succeed.”
College is more than just football practice for Ventura. He says, “Private colleges have tight-knit relationships, smaller teacher-to-student ratio’s, and you are less likely to get lost in a crowd.”
John Reynders is the current president here at Morningside. He arrived on campus in 1999 when the college was faced with declining enrollment and budget cuts. The college since then has made a huge turn around.
The average American household is shrinking because of financial pressures which means less student are enrolling in college. Reynders said, “Life is expensive. Men and women are deciding to not have children or the average house hold is decreasing to 2 rather than 4.” This is effecting all colleges. Reynders continues, “The college isn’t concerned by this ratio because we continue to market ourselves effectively.”
How does Morningside compete with state schools and other private colleges financially? Reynders answers, “There is not much of a difference between the cost of a state school and this school (Morningside) because of the financial aid opportunities that are offered.”
The cost of college continues to increase each year so price is a continues concern for students. Reynders said, “When talking about inflation rates, we raise our tuition to compete with surrounding colleges, our financial aid matches those prices, if not exceeding them.”
Morningside college was mentioned in Forbes magazine for having the happiest, most successful alumni. Reynders comments, “99% of our graduates within 6 months are placed in jobs or accepted into graduate programs. That percentage at the end of the day is appealing to students who are thinking of coming to Morningside.”
He continues, “When potential Morningsider’s here that, their faces light up.” Students are looking for colleges where they can see themselves being the most successful after college.
Morningside recognizes that the common issues other private colleges are facing is high tuition rates resulting in low admissions. Morningside College has the ability to match tuition with financial aid packages for students and that is why they are successful.