Kim McWaters
Analyst · Stifel. Please go ahead
Thanks, Eugene. Let’s look at our key performance metrics for marketing and admissions and the work we are doing to build on some early momentum that we are seeing. Growth inquiries were down in the second quarter 13.4% year-over-year, reflecting the complex, competitive and certainly more costly environment. Given the increasing cost in advertising, we were careful where we invested our resources, testing and building confidence that there was an acceptable return on our investments. While the cost of certain advertising created some limitations on our ability to grow the volume of inquiries this quarter, we made good progress determining what types of advertising were worth the investment. During the quarter, we launched new advertising creative and tested different spot formats. We optimized our media mix and improved our website landing pages to better serve prospective students on mobile devices. Although marketing costs more and is less efficient in this environment now that we know more about what is working, an increased spend is warranted during the second half of the year. The increased spend will help us grow inquiries in applications this fiscal year and new student starts in fiscal ‘16. We now estimate that our advertising expense will be 13% of revenue during the second half of the year. Advertising expense for the full year is estimated at 12%. During the quarter, new student applications were down 12.5% year-over-year due to fewer inquiries, the elimination of certain underperforming territories, and a difficult comparison to a period with lower registration fees. As we gained some momentum with our marketing efforts and lapped the anniversary of the registration fee change in March, we saw 5% growth in applications compared to the prior year. What was most promising is that our adult channel grew 18% in the month with fewer inquiries and 27% fewer people. This suggests our marketing to generate higher propensity inquiries is working and our representatives’ productivity is improving. We now need to grow our inquiry volume. While one month does not make a trend, it does give us greater confidence that we are on the right path. For the quarter and as expected, our new student starts were down 12.9% year-over-year reflecting fewer applications written in prior periods. However, new student starts were slightly better than we had anticipated due to continued strong show rates. Our show rate was up 500 basis points compared with last year’s same quarter and is at a level we haven’t seen since the second quarter of 2012. This trend reflects the change in the registration fee, as well as our success in generating inquiries and applications from students with the highest propensity to start school and as important, keeping students engaged throughout the enrollment process. Based on the high school applications currently on the books and with continued growth from our adult channel, we anticipate new student start growth in the fourth quarter. As I mentioned, during my opening comments across all segments high school, adult and military, we continued to engage with students and their families to demonstrate that there is a good return on a UTI education and to minimize the perceived risk of financing school and to turn the student interest into action. This is more difficult than it sounds as students and prospects are looking for guarantees of a job and a salary in return for their educational investment. Of course, we cannot guarantee jobs or wages, which is why it is so critical that employers, who are ready to offer jobs to those who have a UTI education, are working with us to help prospective students and their families understand the type of career opportunity that awaits them. In our marketing materials and our employer hosted future tech events and during open houses at our campus, employers are making the case for UTI and the technician career pathway directly to prospective students. This motivates more students to enroll, to start school and graduate. Our military admissions team has established strong relationships at military bases across the country. We continue to help our veterans evaluate educational and career paths as they transition into civilian life. Many of the large employers we work with are dedicated to hiring our nation’s heroes. Together, UTI, its OEM partners and large employers are visiting our military bases to explain the opportunities available to skilled technician. Employers explain the opportunities they offer technicians and the type of support they will offer in terms of relocation expense, tools and sometimes tuition reimbursement. This work is just part of the focused effort to highlight our successful student outcomes and increase the positive perception of technical carriers in UTI, along with influencing the policies that regulate our work. We are working to build relationships on military bases and in high schools, with local and state businesses, as well as education and policies leaders. To educate them on what sets us apart from the for profit education stereotypes, as well as on the value we create for our students, local employers, the economy and the community. While this initiative is still young, we are encouraged by the early results in markets like Long Beach, where we have already developed strong advocates and student interests and the new campus is on pace for our enrollment goals. And our efforts to leverage employers as our advocates have been showing positive results in differentiating us from our competitors and others in the for profit space. Earlier this week, we announced the change in leadership in our admissions organization. I am very pleased that Sherrell Smith, our SVP of Operations, has assumed responsibility for the admissions function. Sherrell has significant experience in this industry, 20-plus years at our company and has previously successfully led our admissions team albeit in a very different regulatory environment. Although our results have not been what anyone would want in recent years, this change reflects more of what is needed to build on recent successes and to reinvigorate the engagement of all of those helping to drive our business forward. Full engagement and a laser focus is paramount in this environment and I know Sherrell will bring that type of leadership and energy to our admissions team, which is why I remain confident in our ability to grow applications and new student starts, specifically in our fourth quarter. And with that, I will turn it over to Eugene.