In the Beginning

The School of Continuing and Professional Studies at a well-known private, nonprofit university serves working adults with flexible, high-quality programs to achieve undergraduate degrees and certificates. 

The School primarily attracts students distinguished by their age, independent status, full-time jobs, and family responsibilities. The student body is diverse, with the majority from underrepresented groups. Over 70% of the students are women, and more than 50% are non-white, veterans, and/or students with disabilities.

The School has consistently contributed revenue to the University’s operating budget while earning recognition for program quality. The new strategy plan aims to increase this revenue contribution by expanding enrollment, developing corporate partnerships, and launching applied graduate programs. 

Leadership recognized that achieving their new strategic goals required a deeper, more meaningful understanding of their student population—insights that would directly drive action planning and lasting success.

How We Drove Change

Building on a recently conducted climate survey, we collaborated with the School to uncover deeper insights into the academic and social experiences of its students, staff, and faculty. We selected virtual focus groups as the ideal method to foster open, candid discussions in a confidential and flexible environment. This approach ensured participants felt safe sharing their thoughts while engaging in meaningful dialogue that captured diverse perspectives and experiences.

Recognizing the power of understanding diverse perspectives—especially for a School with such a richly diverse student body—we designed focus groups segmented by race/ethnicity, veteran status, age, area of study, and tenure to uncover deeper, more meaningful insights.

Participants provided invaluable insights into their decision to enroll and their student experiences. Many highlighted the positive influence of the School’s diversity, emphasizing how varying perspectives enhanced classroom discussions and how their peers interpreted the coursework.

The focus groups also revealed distinct needs and expectations beyond academics, underscoring the importance of offering a balanced mix of in-person and virtual activities, as well as opportunities for social and professional growth. 

From Insights to Impact

Leadership was thrilled to discover the profound impact their commitment to fostering belonging and inclusivity has had on students’ lives. While many students were unaware of any formal initiatives focused on improving the School’s environment, the tangible results of these efforts spoke volumes, reaffirming their critical role in shaping the School's culture and mission.

The powerful insights uncovered through this research are now driving strategic action in marketing and student services. The School is set to amplify its vibrant student diversity and a strong culture of inclusion across all communications, strengthening its reputation and appeal. 

Simultaneously, student support services are expanding with tailored offerings designed to meet the varied needs of the student body—balancing opportunities for meaningful social connection with targeted professional development resources.