Kimberly J. McWaters
Analyst · Wells Fargo
Thanks, Eugene. I'd like to spend a few minutes updating you on our targeted efforts to build on our strengths, improve our operations, create greater competitive advantage and generate long-term value for our shareholders. We are laser focused on 5 strategic pillars: efficiency and cost control, growing our student population and market share, delivering value and affordability for our students, strengthening our industry relationships and developing and engaging on our people. First, we are managing costs at every level of the business, and we're redesigning our business processes with the goal of eliminating costs and waste, driving process efficiency and making it easier to do business with UTI. This is ongoing and top-of-mind for everyone in the organization. Our focus on cost control and efficiency is critical during the current environment and is also an important driver of improving the value and affordability equation. Eugene is going to talk more about that in just a minute. For now, let's spend a few minutes talking about our current student segments and what we're doing to help them learn about and enroll at a UTI, MMI or NASCAR Tech campus. As you know, UTI serves 3 student segments: high school, veterans, and adult career searchers and changers. Today, high school students and military veterans account for more than half of the new student applications we receive on an annual basis. These student segments are served by dedicated field admissions representatives who regularly visit thousands of high schools and military bases across the country. Student inquiries from these 2 student segments are born out of the personal relationships our admissions teams have with the teachers, counselors and administrators of high schools and officers on military bases. Our strategic initiatives in these areas have been largely focused on providing greater value to those we serve. For example, our military efforts have been largely focused on helping our veterans transition to civilian life while providing them with tools to select from several educational and career paths. Our strategy and investment in this area have been well received as evidenced by the continued growth of this segment. Our seasoned military team has delivered 21 consecutive quarters of year-on-year new student application growth. This is both a reflection of the strong demand for our training as well as our teams' expertise and commitment to serve this population. For the quarter, military applications grew 14% year-on-year. For the first half of the year, they are up 17%. Moving on to the high school admissions team. We had a bit of a soft quarter in the high schools, with new student applications down 4% for the quarter. We believe this decline was driven by increased focus on Enroll the Show [ph] activities to help students who enrolled earlier in the year prepare to come to school this summer. That caused a bit of distraction from usual enrollment activities in the high schools. So as we wrap up the first half of the year, our high school applications were flat year-over-year. We know that, that male 18-to-24 demographic is the most challenging student segment to reach, yet it is our target demographic, and we believe we understand how best to engage with them and their key influencers. One of the best ways to engage with our target student segment is building relationships with them while in high school. That has become more challenging over the years with the decline of career and technical classes and the negative publicity the for-profit sector has had with secondary educators. As a result, we are continuously developing innovative ways to engage with students while in high school primarily by building relationships with teachers and counselors. This year, we have visited nearly 10,000 high schools to engage with students as they contemplate their future beyond high school. In today's environment, many students, both young and adult, are questioning the value of an education and whether it really translates into a meaningful career. At this critical point in a student's decision-making process, our high school representatives are there to help them and their parents evaluate all of their options beyond high school and the consequences of their decisions. Our representatives also provide value-added service to high school teachers and counselors by giving them tools to engage high school students in STEM-oriented classes, to stay in school and graduate and to help prepare them for life after high school. To that end, our work on STEM-related initiatives at the high school level continued this past year. We have literally worked with thousands of teachers and counselors on STEM and how to bring it to life in their schools and classrooms. We have also educated them on the relevance of STEM in automotive education and the preparation that provides for a career in the transportation industry. These efforts help get students excited about science, technology, engineering and math and inform their thinking about a STEM post-secondary education and the impact that will have on their career over a lifetime. This coming school year, we'll be partnering with NASCAR to take our high school STEM initiative to a new level. Our active participation in national STEM-related events across the country places UTI squarely in front of thousands of educators, an important audience across the country. Now let's turn to our adult segment. We engage with this population largely through media and event-driven inquiry generation. This segment continues to be a challenge for us as the adult population is more skeptical than ever about the value of an education. They're also very sensitive to price and averse to debt. Therefore, it's taking them longer to make their decision about their education, and sometimes they aren't sticking with that decision, especially if they can get a job after being unemployed or underemployed for so long. So we continue to have our work cut out for us here. Adult applications were down approximately 17% for the quarter and 16% for the first half of the year. This decrease in the quarter offset the growth in our military applications, and we closed the quarter with total new applications down 9%. For the first half of the year, we are down in total 6% year-over-year. With that said, mid-quarter we began implementing the changes to our media mix strategy using our advertising reattribution model. As a result, with 8% less in advertising expenses, we grew inquiry volume and improved the quality overall. Now because the buying cycle is taking a little longer, we did not have opportunity to see whether this higher-quality increase would in fact convert into new student applications during the quarter. However, in April, our adult segment team will likely close the month better than 10% ahead of last year. Granted this is only one month, but it is the first month in a very long time where we've seen adult applications grow year-over-year and achieve goal. I truly believe we're finally at a point where we can correlate our marketing mix with the results they produce at an appropriate spend that yields the best results at the lowest cost per new student start. Next up is full implementation of our predictive model that allows us to optimize our media buying to predict the new student starts rather than highest volumes of inquiries at lowest cost. We are focused on providing our admissions teams the tools they need to engage students from the point of inquiry to the first day of class. And we've been working on enhancing a number of tools: streamlining processes and collaborating in a much higher level between marketing, admissions and financial aid to ensure we're providing our prospective students with the best possible customer service. We believe changes to our fee structure, increased scholarships and better articulation of the true return on our students' educational investment will also help our teams be successful. And as we further refine our processes and see the cultural shift take hold, we expect continued improvement. So we've taken some important first steps on our journey to making strategic, data-driven decisions about where we can invest and innovate to deliver to new student growth to meet the growing demand from industry and maximize shareholder value. And while each of these initiatives is in its very early stages and will take time to bear fruit, we're seeing some positive early indications. I'm confident that with time, we'll see our investments in the front end of the business deliver growth and market share. But what makes me most optimistic about the future of UTI is our people. In the past month they've spent a great deal of time in our campuses sharing our strategy with employees and, most important, listening to them. I've been very impressed by their knowledge, experience and passion, by their innovation and their ideas. Our employees are committed to our purpose, engaged in our strategy and the force behind our ability to drive change and deliver results. With that, I'll hand it back to Eugene to discuss our strategies to improve student value and affordability and further strengthen our industry relationships.