In retrospect, it is clear that Wake Forest University Health Sciences (WFUHS) has been on a quest for more than six years. The goal?
Already popular with websites looking to offer visitors the ultimate browsing experience, live chat support has gotten a major makeover of late, offering universities a number of new sophisticated online tools to interact online more effectively.
The familiar rhythms of academia lend a comforting presence on college campuses. Each autumn as summer temperatures begin to fall, days shorten, and leaves flutter down, fresh-faced students arrive en masse, their futures pregnant with possibility.
Last year, however, as students and educators in the Gulf Coast region prepared for the onset of fall classes, an unexpected visitor interrupted the traditional proceedings: Hurricane Katrina.
In the storm's wake, nearly 1,600 lives were lost, property damage numbered in the tens of billions of dollars, and educational institutions found themselves in disarray.
Elizabeth Moore Rhodes, the director of distance learning and the educational technology support specialist for Xavier University of Louisiana, vividly remembers the destruction that the hurricane left behind. "Practically every building on campus had water in it," she says. "My office is in the library, and the library had 4 to 5 feet of water on the first floor."
The office spaces and holdings in the library were completely destroyed. A large computer lab on the library's ground floor was also ruined. Teachers and students alike sought safety and classes were canceled. "All of our academic programs were interrupted, even the distance courses. Everything was down until January 2006," says Rhodes.
Once faculty and staff members finally reconvened, it was clear that a new disaster plan had to be formulated-a plan with which, even if the campus' brick and mortar facilities were again damaged, distance learning could continue with the support of a reliable and flexible network infrastructure.
"We've developed short-term plans as well as long-term plans on how we can get communication back initially and then get our course management system software running again with the expectation that students could continue with their distance learning programs," says Rhodes.
The university is putting arrangements in place to provide faculty members with internet access at predetermined evacuation sites. Faculty members are also being trained extensively in the Blackboard course management system so they will be able to deliver content and administer tests in the event of another disaster. As for more long-term plans, the preparation is focusing on data transfer and the coordination of remote locations where-if the campus must be closed-all data cartridges and systems will be taken and where host servers will have already been lined up.
Katrina changed the scope of Xavier's distance education program, which first launched in 2003. Prior to the hurricane, education courses were not offered online at the graduate course level. But when New Orleans was evacuated, its school system collapsed and a large number of schoolteachers were out of jobs and displaced around the country. To help them, Xavier added online education courses to its roster.
Rhodes believes that if online courses were not added at Xavier following the storm, then teachers from the New Orleans area would have pursued their graduate studies elsewhere. "We met the needs of our audience," she says. "The students needed online courses; they couldn't come back to campus and they didn't have jobs here anymore."
At Loyola University New Orleans, students were moving into residence halls as Katrina approached. Forced to evacuate, they ended up dispersing to nearly 400 different institutions. The majority of Loyola's classes were canceled, although after a short shutdown of nine days, distance education programs in areas such as ministry, nursing, and health-care management carried on.
Bret Jacobs, executive director of Information Technology, attributes this continuity to having an actionable disaster recovery plan that had been rehearsed annually. "We were a little ahead of the curve because we had exercised our plan on a few occasions and had just completed our test for 2005 in March," he explains.
Still, says Jacobs, there were a number of challenges to combat. For a few days administrators were unable to act because of a complete failure in land- and cell-based telecommunications. The campus didn't have power for nearly a month. The Blackboard system wasn't operating for more than a week after the storm.
With such events in hindsight and to prepare for future disasters, the university has taken steps to apply lessons learned. Administrators have opted to move course management to a hosted site, so that they can shrink the nine days that Blackboard was down last time to, hopefully, zero days next time around.
Jacobs has also developed a "technology triage" that outlines what technologies would be restored in an interim time frame and what will not. As a member of the Association of Jesuit Colleges and Universities, the university is also exploring how it can work with sister institutions in the event of another shutdown.
Jacobs believes that hybrid courses, in which traditional classroom sessions are supplemented with online components, might ease idleness in the case of a future shutdown. "Our students are already in the habit of checking their assignments online and getting course materials, so the bridge is already there," he says.
While hybrid courses wouldn't continue without interruption in the event of a major disaster (since facilities would likely be damaged), they would provide a way for students to continue accessing coursework. Once any damaged facilities reopened, face-to-face instruction would then continue and be tailored to the distance learning that took place in the interim.
Unlike institutions in New Orleans, the University of Houston was not directly affected by Katrina. However, it experienced a storm impact all its own.
Around 1,000 displaced students from New Orleans enrolled at the university, with approximately 700 of those electing to take online courses that were added as part of a special "second start" semester that kicked off on September 20, 2005.
Marshall Schott, executive director for educational technology and university outreach, says that the distance learning programs provided a flexible and accessible means of accommodating the displaced students. Fortunately for all parties involved, the institution's administrators and faculty were already well versed in the intricacies of distance education.
The university's first distance learning program launched in the early 1980s, when courses were delivered to off-campus sites via traditional and videoconferencing instruction. Over the past two decades, the program has evolved significantly: Now courses are available by broadcast television, DVD, and online. Currently, University of Houston Distance Education enrolls nearly 20,000 individuals annually.
On the heels of last year's hurricanes, Schott and his team are developing contingency plans for environmental disasters that could occur in the Houston metropolitan area. In phase one, they are developing listservs for all courses so that faculty can maintain e-mail contact with their students in the event of an emergency. In phase two, which will take place in 2007, they are moving toward an environment in which faculty can activate a course shell, or template, to post syllabi, course materials, announcements, and other information through Blackboard Learning System-Vista Enterprise License. In addition, administrators are exploring remote-site hosting for the school's Vista servers, and faculty will be trained in effectively using the enterprise system.
Disaster or no disaster, the goal is to utilize distance education to improve learning outcomes. Like his counterpart at Loyola, Schott sees hybrid courses as a near-term growth segment. "Hybrid courses give faculty the opportunity to deliver material to students so they can come to class more prepared to engage in higher-level discussions and activities. Students like the convenience of one-day-per-week class meetings in a reduced seat-time format," he observes.
Most students taking online courses expect flexible and accessible support. They also often expect an immediate response. To this end, a university's support staff is critical to the effectiveness of a distance education program in the event of a disaster.
Support staff duties include, among other things, student registration, scheduling, and working on IT issues. Schott advises that procedures and staff members be evaluated regularly.
Comprehensive evaluations to ensure the quality and consistency of a distance learning program are also important, he says. "Learning outcomes and student satisfaction need to be benchmarked against standards for traditional classroom delivery. In order to ensure that you are measuring the right things, survey instruments unique to distance learning environments usually need to be created," advises Schott.
For the University of Houston, such surveying involves a two-pronged approach. The first element focuses on institutional effectiveness and assesses the extent to which faculty create an effective teaching and learning environment. The second element assesses infrastructure and learning support.Shifting Priorities
While University of Houston online educators welcomed an influx of new distance learning students to the Lone Star State (virtually, at least), Mark Hendricks viewed firsthand the devastating impact that Katrina left behind. Just 10 days after the hurricane blew through, Hendricks, a system administrator for communications and information technology at the University of Nebraska-Lincoln, was in Gulfport, Miss., installing portable networks.
His mission? To rebuild internet service for a group of Virginia Tech medical students who were providing health-care services in the region. Once this task was completed, Hendricks and his team, armed with a satellite dish and radio, journeyed to Alcorn State University (Miss.) to help resuscitate the institution's online infrastructure.
Reflecting on his Katrina experience, Hendricks sees a glaring need for educational institutions to have recovery plans in place. "Universities need to make business continuity a priority," he says.
Indeed, administrators are coming to grips with the myriad complexities that accompany re-establishing distance education and related information and communications services following a disaster. Network infrastructures must be rapidly rebuilt. Information must be culled from off-site data storage sites. An operational hot site needs to be set up that will handle the needs of students, faculty, and staff.
Jacobs of Loyola attributes his institution's relatively quick recovery time to the fact that a hot site was actionable and exercised. Otherwise, he says, "We would have had almost insurmountable challenges." Schott notes that there are a number of challenges to keep in mind when putting contingency plans in place. In addition to exploring remote hosting, Schott and his team are also looking to build hot sites at the University of Houston's regional campuses that could provide backup support if the main campus were to be impacted.
Of course, it's not just hurricanes that are capable of disrupting educational pursuits. Colleges and universities can be hobbled by earthquakes, tornadoes, or even tsunamis. No region is insulated from potential terrorist attacks or the possibility of an influenza epidemic.
As the last handful of years have taught us, disasters can strike at any place, at any time. In an effort to ensure educational continuity, many universities have opted to collaborate with other schools.
Partnering with colleagues offers several benefits. "All institutions have strengths and weaknesses and can learn something from others facing the same issues," explains Hendricks. "Also, collaboration is probably the most economical way to ensure educational continuity."
Joining forces from a technological standpoint makes sense as well. There are a number of possible solutions to the impediments thrust upon distance education, but not all institutions are privy to the most recent advances. Strength in numbers makes the possibility less likely that a single catastrophic event can wipe out all remedies.
Hendricks provides an example using his employer. "If UNL buys heavily into satellite technology, and a solar flare takes out communications satellites for a period, it would be nice to have a partner like Texas A&M who is working with microwave networks to help us with our situation."
Joining an established consortium can also be beneficial. Organizations like the Sloan Consortium and American Distance Education Consortium can help administrators correspond with counterparts at other institutions. Such communication enables members to build a network while keeping abreast of possible resources that could help keep programs running, points out Hendricks.
Consortia also provide invaluable support in times of need. After Katrina struck, more than 150 colleges and universities joined efforts with the Sloan Consortium and the Southern Regional Education Board to offer an online institution. Dubbed "Sloan Semester," the initiative provided tuition-free online courses to students affected by the storm. The online catalog listed more than 1,300 courses, and, in all, more than 8,000 enrollments were processed.
"We went to the aid of people who needed it by contacting a number of institutions that could provide help," says Burks Oakley II, co-chair of the Sloan Semester Steering Committee.
If there was a silver lining to the impact that Katrina had on higher education institutions, it was the fierce support that the affected universities received from their brethren in a time of crisis. The hurricane also, no doubt, provided a resounding wake-up call in terms of disaster planning.
According to the 2006 Current IT Issues Survey conducted by EDUCAUSE, disaster recovery/business continuity was the fourth most common challenge in terms of strategic importance to chief information officers and others surveyed-up from number 10 the previous year.
Reflects Hendricks: "Katrina proved that institutions can move swiftly to find solutions. It would just be a lot smoother if there were already plans in place to recover from a disaster."
Chelan David is a freelance writer based in Seattle, Wash. He has recently written articles for EContent Magazine and Smart Business Los Angeles.
If you have recently taken a look at the faces of the students on your campus, you have probably noticed that they are looking older than they used to. That's because the fastest growing segment of the higher education market is reported to be non-traditional working adults.
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Students and staff located at the Thailand campuses of two U.S. universities are safe, say officials. Richard Meyers, president of Webster University in St.
Five presidents of U.S. colleges and universities today voiced heavy criticism of cuts in federal higher education programs being considered by Congress in the next week.
Rich Hershman found himself in the usually welcoming Commonwealth of Virginia when he experienced the conversation that many bookstore managers and administrators dread.
Hershman, director of government relations for the National Association of College Stores, had set up a meeting with a legislator to talk textbook pricing. The legislator told Hershman that his daughter, a college student, was buying all of her textbooks from her school's campus store, then finding and purchasing as many of the same books as possible online-before returning the doubles back to the campus store.
"That's got to be killing you guys," the legislator said. Hershman stopped himself from launching into a lecture. "I wanted to say that it's also contributing to higher costs in higher education," Hershman recalls. "You are going to find the most liberal return policies around at college stores."
Faced with continually growing online competition, college store directors should by no means overhaul their business models. Nor should administrators expect to reap great profits from their campus stores; the average margin on course books for college stores is about 26 percent, according to NACS.
Yet the continuing emergence of websites that provide cheap access to textbooks, as well as other shifts in the market, mean that it's time for college stores to get serious about batting back the competition.
According to a recent survey conducted by Follett Higher Education Group, which runs more than 750 college stores and sells used books and other services to independents, about 19 percent of students surveyed opted to buy at least one book online. According to the same survey, about 11 percent of all textbooks are purchased online (including from a college store's site).
"We still think there's room for it to grow," says Gary Shapiro, senior vice president of intellectual property for Follett, referring to the percentage of books purchased online. "We're saying somewhere between 15 and 20 percent is where it's going to start to level out." Online competitors won't likely overtake campus stores, but they can take a sizable bite out of business. "The 11 percent is roughly $700 million," says Shapiro. "A small percentage of a large number is still a large number."
Over the last year, national media attention and public statements from legislators and policymakers haven't exactly helped the situation for campus bookstores. A July 13 article in The Washington Post mentioned six websites at which students could try to find discounted books (www.campusbookswap.com, www.textbookx.com, www.half.com, www.bigwords.com, www.bestbookbuys.com, and www.amazon.co.uk).
Add in last year's Government Accountability Office report, which found that textbook prices have increased at twice the rate of inflation, and college stores have had some public relations trials on their hands.
Ready to move forward, college stores face new opportunities to keep students coming through their doors. Here are 20 strategies being put to use by bookstore directors and administrators around the country. Consider how each could help keep your textbook business turning.
Pamela Mills has seen the online enemy firsthand and has found ways to combat it. "There is an increase in folks who want the ISBN (International Standard Book Number) and we know why they're doing that," says Mills, director of the CU Book Store at the University of Colorado. "They want to go look online."
While it's not the bookstore's job to police whether faculty point students toward online sources, the CU Book Store has a policy that faculty members must give their textbook adoption information to the store, says Mills. For most faculty that is a given, she says-but having the policy in place re-emphasizes current practice and lets people know the importance of turning in their lists.
Reaching out to faculty members represents a priority for many store directors. The University of Colorado's bookstore staff produces an annual fair for new faculty. "It's a one-stop shop," says Mills. "They get information that they might not have otherwise picked up, and they get it all in one place. It also gives us a chance to see who they are, talk to them, and hand them information from the bookstore specifically that talks about adoption and why we need to do what we do."
While CU hasn't tracked data on the success of the faculty fair sponsorship, Mills believes that new faculty members who have attended the fair are more receptive to the bookstore's adoption deadlines in subsequent years.
Peg Godwin, manager of the University of Idaho Bookstore and a member of the Board of Trustees for NACS, works upward with administrators as well as outward with faculty members. "We contribute in the range of $600,000 a year to the institution, and we are an $8 million store," she says. "So it's important for us to talk with the administration about how to position the bookstore so the faculty is engaged with us and is doing business with us, as opposed to doing side deals here and there."
Godwin and bookstore staffers also like to identify professors who are utilizing interesting course materials and models, such as e-books. The bookstore team then tries to support those models and connect with faculty on the content they're looking for, says Godwin. That helps keep the bookstore relevant.
For the University of Delaware Bookstore, part of a proactive approach has been getting student government involved in communicating with faculty.
"Students have become involved in getting orders for us," says Bookstore Manager Jennifer Galt. Members of the Delaware Undergraduate Student Congress have sent letters to faculty members explaining to them that getting adoption orders in (and in on time) would help all students get more money for their books during buyback.
Textbook adoption timelines play critical roles for stores and students alike. When faculty members get their book orders in late, bookstore managers and directors have their hands tied in terms of how many used books they can buy back from students. "Getting adoption out of the faculty members' minds and into our hands is one of our greatest challenges timing-wise," says Mike Tolly, director of course materials for Follett Higher Education Group. Follett encourages staff at its campus stores to gain faculty support, whether by sponsoring guest speakers in classes or offering scholarships.
Follett also teaches staff at its stores to run a program called "One-A-Day," based on the multivitamin concept. The goal: for bookstore managers and staff members to have at least one conversation with a faculty member each day. "It builds bonds and influences how they are talking to students," says Gary Shapiro, senior vice president of intellectual properties.
Behind the drive to compete lies the need to provide stellar service to customers. Textbook reservation programs, in which students go on the bookstore's website in advance of the semester and reserve course materials to be packaged either for pickup on campus or delivery to dorms or apartments, go a long way in creating that satisfaction.
Many bookstore directors are working on developing programs like the one at Gettysburg College (Pa.), which makes the textbook purchase process neat and easy by delivering textbooks right to students' rooms or apartments. Director Kimberly Wolf attributes the quality of her store's program in part to the college's size (about 2,500 students). Stores on larger campuses might not have the ability to deliver, but they can still create impressive programs that have books bundled and ready in store when students arrive.
Prospective students and incoming freshmen can be perfect targets for bookstore promotional campaigns. Michelle Froese, public relations manager for Student and Auxiliary Services at the University of Missouri-Columbia, says bookstores should be stops on campus tours. She also notes that during orientation at Mizzou, the bookstore provides canvas bags for incoming students. "It's free advertising," says Froese. "I love to see 5,000 students going through summer welcome walking around with their bookstore bags."
When students prepare for a new semester they also do some online research. With that in mind, Nebraska Book Company, which operates about 140 campus stores and sells books to 2,500 college bookstores nationwide, recently launched a partnership with Pick-a-Prof, a website that collects student reviews of faculty members.
Through the partnership, students can order textbooks from the campus bookstore right when they choose their courses. If the bookstore uses NBC's CampusHub system, students have the ability to click through to the school's online store, where the correct textbooks are automatically populated into a shopping cart.
Other marketing opportunities have arisen from the partnership. When Pick-a-Prof e-mails students to remind them to provide feedback on professors, the note includes a message urging them to participate in buyback and to buy next semester's books.
Aggressive on the internet front, Nebraska Book Company is also looking into the existing campus blogging community as a realm for promoting campus stores, according to Kevin Gish, vice president of campus relations for NBC. "It's yet another internet tool to drive traffic toward the store," he notes.
"We are encouraging sellers to have a very effective website," says Sue Reidman, NBC vice president of corporate communications. "You want to make sure that you have a site that is driving [students] to purchase there, as opposed to going to Amazon or Half.com."
Beyond blogs, a store's website must have other ways to pull customers in. The University of Idaho Bookstore maintains a robust website that offers a deep level of service. The site's "textbook express" function allows students to type in their course registration information so that a list of the books they need will pop up on screen.
Once students see their lists, they encounter several options in terms of what type of texts to buy. "We are adding a digital component, working with Nebraska Book," notes Godwin, the bookstore's manager. "It's essential that the student has a choice to buy a digital version of the book, that's generally priced around the price of a used book. It is an option that's out there and we need to test that market."
Speaking of digital books, DeVry University, one of Follett Higher Education Group's biggest customers, has already moved all of its online students to digital versions of textbooks, or e-books. Follett's online arm, eFollett, has handled more than two million chapter downloads over the last 18 months-the equivalent of 100,000 units sold, according to Shapiro.
Campus stores might want to get ready for growth in the e-book sector. "We've done a lot of research with students on their desire for e-information," says Shapiro. "In a nutshell, we think that between 10 and 15 percent prefer a digital product over a print product. But we think that upwards of 40 percent might be interested in it."
"Right now the critical thing to do is to offer students an option," he adds. "Do they want it new, used, digital, digital by chapter? Offering more choices to the students will keep a lot of business in the store."
At the University of Delaware, old-school customer service strategies have been expanded in recent years. Here's a simple but valuable one: Be where the customer is.
During buyback, bookstore staffers set up remote buyback locations in key spots on campus. A mobile buyback van then travels around to make the process of selling back even more convenient. "It gives us some flexibility to get to where the students are on a particular day and time," says Galt, the bookstore manager.
Price undoubtedly motivates many students more than anything. Last year, with support from top administration, Galt helped institute a lowest-price guarantee for all textbooks sold by the University of Delaware Bookstore. Now, if a student finds a book at a lower price at a brick-and-mortar competitor (but not online), the bookstore will match that lower price-and then reduce the tickets on any remaining copies in the store.
Clearly the folks running the University of Delaware Bookstore know that money talks: They recently opted to double the money they offer students for used books during buyback. "In the past year, primarily because of lowest-price guarantee and the doubled price for buyback, we've seen our sales improve significantly," says Barbara L. Kreppel, the university's associate vice president for Administrative Services. "Much of this is thinking in the same way as any kind of retail. You have to know what your customer wants, be where they are. It would be easy for us to be the only game in town, but we're not."
"We thought it seemed like a lot of these students who would buy online were the ones who would try to be the first ones to sell back," says Doug Mason, manager of the Brigham Young University-Idaho University Bookstore. In 2005, the university launched a Textbook Loyalty Program that tracks student buying. Bookstore staffers swipe students' I-cards when books are purchased, and again during buyback. Students who purchased from the store are given the opportunity to sell their books back sooner, and for more money.
According to Mason, the program has improved customer attitudes and had a positive impact on market share. In a survey, 75 percent of students said they liked the idea.
As more people go online to buy and sell books, campus store directors are concerned about a diminishing supply of used books. Wolf of Gettysburg College browses online competitors to ramp up her own inventory of used books. Since classes at Gettysburg tend to be small, Wolf has been able to locate books to fill many faculty requests.
Some folks take Wolf's strategy further: At a recent conference, Wolf heard one bookstore director talk about how he peruses websites to find cheap books, even if a faculty member has not yet put in an adoption request for the title. "He will buy books to get them off the market," shares Wolf. "He said, 'Why do we want to make it easier for our students to say the bookstore's not the cheapest game in town?' "
Parents and students, fueled by reports in the mainstream media, generally believe textbooks are just too expensive. Lorry McMahon, bookstore manager for the Washington & Jefferson College (Pa.) Bookstore, works against that mindset by doling out brochures from NACS answering the question, "Why do my textbooks cost so much?" The pamphlet breaks down the textbook pricing process to give students and their families valuable knowledge," she explains. She also points out that money made at the bookstore goes back into the college-and therefore ultimately benefits students.
Pricing is just one challenging situation that bookstore managers and directors face. But with proactive mindsets and the right strategies in play, they can ease worries all around.
It's time to forget about competitors such as Amazon UK, and focus on the future.
Download the PDF of Moody's report from http://www.universitybusiness.com/uploaded/pdfs/Hi-Ed_Retir_comms.pdf
Over the past several months, the message has been hard to miss. University of Pennsylvania President Amy Gutmann spoke in March on the value of access. Amherst College (Mass.) President Tony Marx talked about it in a February issue of Business Week.