Kimberly J. McWaters
Analyst · Wells Fargo
Thanks, Eugene. At UTI, our strategy, our efforts and our investments are focused on supplying industry's growing demand for trained technicians by doing 4 things: attracting a high quantity of high-quality students at a lower cost; helping them get to school and stay in school with better customer service and scholarships; giving them a high-quality, industry-relevant education; and helping them become gainfully employed so they can make a good living and comfortably repay their student loans. That starts with recruiting students effectively and efficiently. In the Adult segment, which is driven by media-generated inquiries, we continue to focus our marketing investments on generating high-quality inquiries from students most likely to start school. Using media mix modeling, we were able to better optimize media buying, targeting sources of high-quality inquiries. During the fourth quarter, we built on this success and began to optimize our media buying based on predicted new student starts. We expected this strategy to create fewer inquiries, and in the fourth quarter, total inquiries were, in fact, down 8.2%, but the quality of inquiries was higher. During 2013, we saw steady improvement in the number of inquiries generated that were predicted to start school, while advertising expense continued to decline. So we're pleased with the progress we've made in the marketing side of the business, and as we continue on this path, we hope to see even more improvements in inquiry quality and the efficiency of our marketing efforts. In addition to generating more high-quality inquiries, we made it easier and less expensive for students to apply to school. As a result, we have seen new student applications improve over the prior year for 2 consecutive quarters. Total new student applications were up 11.5% in the fourth quarter and 3.8% for the year. Fourth quarter new student applications were up 19.5% in the Adult segment, 11% in the Military segment and 2.1% from high school students. In addition to the work we did to improve the application process, we also supported our admissions teams with new tools and processes that improve their efficiency and help them better engage with students from the first inquiry to the first day of class at UTI. We invested in local marketing and PR campaigns, as well as events, to build awareness for UTI, MMI and NASCAR Tech in markets where we have campuses and dramatically improved our web presence with virtual campus tours and high-quality content that can better help inform prospective students as they make decisions about their education. In the high school segment, we invested in and educated prospective students' key influencers at the high school level. So it would be teachers, counselors and administrators, with our continued focus on STEM. The STEM effort is an integral part of UTI's outreach to high schools. To date, we have trained more than 1,000 high school educators in STEM and we've recently launched a workshop in partnership with NASCAR that uses actual race footage to build student interest in STEM courses and technical training in the high school and beyond. The Military segment has been an important growth channel for UTI. That said, we continue to experience some base access issues and are developing innovative ways to reach and add value for our veterans. UTI gained some important ground in 2013 and we like some of the trends we're seeing in the front end of the business. But if we want to achieve our goals of supplying industry demand and creating great outcomes for students, we have to do more to grow student starts. As Eugene said, our year-over-year show rate was down about 250 basis points despite having higher-quality inquiries and solid growth in applications. In every area of the business, we're ramping up our operational focus on growing the number of new student starts. And given students' ongoing challenges in paying for school, continued pressure on availability of funding and increasing consumer aversion to debt, helping students manage affordability challenges is one of our primary objectives in 2014. Over the last few years, we've seen a series of changes to the funding available for our students. They continue to feel the loss of year-round Pell Grants and some California grant monies. Further, for the second year in a row, PLUS Loan denials have been extremely high and discourage students and their families from pursuing an education. Parents who are willing to apply for parental loans are typically very supportive of their son and daughter pursuing an education. Denial rates greater than 60% this past year have certainly made an impact on our business. While these changes have reduced the amount of funding available to students, we believe that an even greater impact is the continued economic climate and its effect on students and their families, making them much more hesitant to take on debt. In the face of these challenges, we're using a targeted support approach with scholarship monies to help enrolled, incremental students start school and stay in school, a strategy we believe will ultimately be much more effective than reducing tuition. We're now offering well over $12 million in need- and merit-based scholarships, and in the first quarter, we will begin testing a new scholarship to support students who have to relocate to attend school. We're also going to test changes to our program structure and scholarship programs that can enhance our value proposition by helping students who do well in school earn scholarships for our manufacturer-specific programs. We know our industry partners are motivated to support us in training more qualified technicians. So we're asking them to help make manufacturer-specific training more affordable through tuition reimbursement, scholarships, sponsored courses and other kinds of financial support. Nissan has donated $800,000 to the UTI Foundation over the past 5 years. And already, Porsche and Mercedes-Benz have expanded their manufacturer-paid electives with UTI. Now we're working to expand these kinds of programs with other manufacturers. While we believe affordability is having the biggest impact on student starts, we're also focused on execution and making certain that our admissions and financial team members are effectively and efficiently engaging with our students. As part of that work, we will use our predictive modeling tool to determine the type and level of interaction we have with a particular student, based on their propensity to come to school and the level of service they require. We're also rolling out new tools designed to keep students engaged and motivated to start school, including stronger outreach to students, and perhaps more importantly, the people who influence them with more information and more frequent touch points that emphasize the tangible value of a UTI education. We continue to improve the tools and information available to students on our website through our strong social media channels which are powerful and engaging potential students interested and engaged. Each of these initiatives builds on the work we began in 2013 and on the momentum we have created. While it takes time for these changes to take hold, our experience this past year demonstrates that we do understand the current environment. We know what we have to do to manage through it. We have the right strategic initiatives in place and have the ability to execute against them. And while we'll continue to face challenges in the coming year, I'm confident in our strategy, in our team and in our ability to position UTI to capitalize on the many opportunities ahead of that. With that, I'll hand it back to Eugene to discuss our work to deliver student value and affordability and to further strengthen our industry relationships.