Identifying a pathway to new programs with Grand Valley State
Grand Valley State University (GVSU) sought a strategic approach to increase revenue and enrollment for its Center for Adult and Continuing Studies. After facing challenges with internal program development, the university engaged The Spur Group to conduct a market feasibility study. The goal was to identify 1-3 program opportunities backed by data that could be implemented swiftly. Through a detailed demographic analysis and competitor research, The Spur Group provided GVSU with a clear pathway to program development that aligned with market demand and institutional goals.
🔍 The Opportunity
GVSU’s Center for Adult and Continuing Studies found itself at a crossroads. Despite multiple attempts to boost enrollment and revenue through internally developed programs, the university wasn’t seeing the desired results. They realized that a more data-driven approach was necessary to determine not only who their potential students were but also where opportunities existed within the market. GVSU needed a comprehensive understanding of their student demographics, local competition, and the ability to implement new programs that could quickly attract students and drive revenue.
"We were going through a period of transformation in our center and needed to find new programs to add to our portfolio and make sure that our current program list made sense for today's market."
💡 The Solution
The approach with GVSU began with answering three critical questions:
- Who were the potential students?
- Where were the gaps in the marketplace?
- What programs could be implemented quickly?
The process kicked off by diving into five years’ worth of past student data. This analysis offered valuable insights into GVSU’s existing audience—where they lived, their educational backgrounds, and their engagement with the Center for Adult and Continuing Studies. Armed with this information, the research was expanded to cover a 30-mile radius around the university to profile potential students, focusing on key demographic and socioeconomic factors.
Next, The Spur Group examined the competitive landscape with a comprehensive review of over 400 programs offered by local higher education institutions, online platforms, and other providers. This helped identify potential gaps in programming—areas where GVSU could introduce unique offerings that weren’t currently available in the market. The focus then shifted to quick-win opportunities by analyzing industry trends, government needs, upcoming legislation, and state and federal requirements. This research generated a long list of potential programs that were not only feasible but also aligned with current demands.
“We were amazed at how thorough the competitor analysis was. It really opened our eyes to the opportunities right in front of us.”
📈 The Outcome
Through the feasibility study, The Spur Group identified over 50 potential program opportunities. From that list, the recommendation was narrowed to six high-impact programs that GVSU could implement immediately to strengthen its brand and meet community needs. These programs were chosen based on their potential to quickly attract students, align with GVSU’s mission, and fill significant gaps in the market.
In addition to identifying these opportunities, GVSU was given a framework for program development. This included guidance on pricing strategies, course structure, and how to launch the programs effectively. To ensure GVSU could continue this process independently, additional training sessions on program development and implementation were conducted.
Simone Jonaitis
Director of the Center for Adult & Continuing Studies
“Not only did we leave the engagement with a clear understanding of what programs to pursue, but we also gained the tools to continue building our offerings on our own,” remarked Jonaitis.
By the end of the engagement, GVSU was empowered with actionable data and a strategic approach to program development. They now had the insights and tools to make informed decisions and implement programs that would drive both revenue and enrollment growth.
“We now have a clear path forward,” concluded Jonaitis. “This project was a game-changer for us.”