Kimberly J. McWaters
Analyst · Wells Fargo
Thanks, Eugene. As I mentioned at the beginning of the call, we believe we're beginning to see our strategy produce some early results. The strategy focuses UTI's 2,100 employees on delivering 5 imperatives: Efficiency and cost control, growing our student population and market share, improving student value and affordability, strengthening our industry relationships and developing our people. First, we continue to align our cost structure with our current student population. That means keeping a close eye on expenses, cutting out waste and designing more streamlined efficient business processes. This work not only makes us more effective, it gives us additional flexibility to improve value and affordability for our students. It will also enhance our bottom line when we're, again, operating on all 8 cylinders. As Eugene mentioned, we've seen good year-over-year progress in driving down variable cost across the board. Our work to grow our student population is focused on building awareness of UTI, MMI and NASCAR Tech, helping potential students understand the value of the unique training we provide and effectively engaging with students from their first inquiry to their first job and beyond. And in the third quarter, we saw that work begin to pay off. Total new student applications were up roughly 20% year-over-year, and we saw meaningful growth across all of our admissions channels: High school, military and adult. New applications from high school students were up 18% from the third quarter of last year. Our military channel was up nearly 13%, and new applications from adult career changers grew 22%. At a high level, we attribute the improvement in new student applications to a number of changes. Improved inquiry quality and growth, easier inquiry and application processes, inquiry distribution and referral policy changes, focused admissions expertise on specific student segments and the near lapse of the elimination of the ATB enrolling population. We're particularly pleased with the growth in the adult segment as this has been our biggest challenge during the last several quarters. As this segment is largely driven by media-generated inquiries, we've worked hard to make our marketing more efficient and more targeted toward potential students most likely to start to school. We believe our new media mix model, which has now been in place for 2 full quarters, is delivering more higher propensity to start inquiries through our website, and we're seeing a correlating decline in the cost of inquiries gathered through paid search. In addition, prospective students seemed to be responding to our new creative approach to television and display ads, and we've ramped up our presence on social media and at events where our enthusiasts gather. These changes are producing results. In the third quarter, inquiry generation was up 8%, while advertising expense was down 10%. And the quality of inquiries and conversion rates improved year-over-year. Toward the middle of the fourth quarter, we'll build on these successes, with the next generation of our media mix model that allows us to optimize our media buying to predict the new student starts. In addition, we'll use the model more appropriately to direct inquiries to either a nurturing channel or admissions representatives based on the students' propensity to attend school. We also continued to see growth in our strong high school and military segments, which account for nearly half of our new student applications in the quarter. Our military team has delivered 22 consecutive quarters of year-on-year new student application growth, and during the quarter, new military student starts grew 22.4%. Our high school admissions teams delivered an 8% increase in new student applications during the third quarter. And their new student starts were up slightly year-over-year as well. In summary, we saw 2 out of 3 admissions channel deliver new student start growth. If we carve out the ATB population from the prior year quarter, which was roughly 9% of total new student starts and just compare it apples to apples, we grew the non-ATB new student start population by 2%, as Eugene mentioned earlier. As encouraged as we are by the increase in applications, the fourth quarter traditionally has been challenging when it comes to show rates as it's heavily loaded with the new students from high school who tend to show to school at lower rates in the fourth quarter than in other segments. So we may see some pressure on our show rates, but we still anticipate new student growth in the fourth quarter. It's important to remember that we fundamentally changed the front end of our business. With advertising, on the other hand, we focused generating on higher-quality inquiries using a very different media optimization model. In some ways, we're casting a wider net. And total inquiries and applications are increasing as we become more user-friendly on the web. And, we're working on downstream quality, using predictive modeling to ensure we properly allocate our resources according to student need, measuring both their willingness and ability to come to school. How all this change will ultimately impact show rates and other conversion metrics over time is unclear. What is clear is that these measures may not be as comparable from one period to another as we test and refine our strategies, so they aren't as useful as the guide to future business. What really matters to the business are new student starts and our efficiency in identifying, nurturing, graduating and placing quality prospects. These are the metrics that we'll primarily focus upon going forward. In the meantime, we expect our effectiveness and efficiency to improve, and we're focusing our teams on delivering new student starts. For the past several quarters, our admissions teams have been working with new tools and processes to engage students, from the first inquiry to the first day of class. We've improved collaboration among marketing, admissions and financial aid, which is not only driving efficiency, but also giving students better information and a higher level of customer service. As Eugene will discuss, we've introduced new tools to make the admissions and financial aid process easier to navigate and to help students understand the return on their investment in the UTI education. And we've addressed affordability issues with increased scholarships and change to fees. As these new processes and tools take hold, we hope to continue to see a positive impact on starts. We're proud of the progress we've made, and we're encouraged by the trends we're seeing in the business. As encouraged as we are, we're also clear about the uncertainty of the environment and the challenge we face in the amount of work we must do to see the business through these times. We know we must continue to work hard and stay focused on the things that set us apart and make us successful, with an unshakable commitment to our students and the industry customers we serve. If we do those things, I'm confident our thoughtful investments will continue to produce positive results, that we will emerge from this period stronger than before, and that we will build a company capable of creating meaningful, long-term value for our shareholders. And with that, I'd like to turn it back to Eugene to discuss our work to deliver student value and affordability and to further strengthen our industry relationship.