Transforming Program Development at Otis College of Art and Design
Otis College of Art and Design, known for its leadership in art and design education, sought to revamp its program development process for its Extension division. Faced with high cancellation rates and profitability challenges, the college needed a strategic approach to ensure its offerings were meeting community needs while being financially sustainable. The Spur Group conducted a program assessment, market feasibility study, and provided key recommendations to help Otis build a portfolio of programs that were not only unique but also competitive and profitable.
🔍 The Opportunity
Otis College’s Extension division was struggling with the management of its diverse range of adult and youth programs. While classes like calligraphy, digital photography, and interior design were well-loved, many others faced low enrollments and cancellations. The ad-hoc approach to program development and pricing left the college in need of a clear strategy that could guide its programming decisions and improve financial outcomes.
In 2019, with the arrival of a new Dean of Extension, Mark Manrose, Otis saw an opportunity to overhaul its operational processes. The goal was to create a strategic program development process that would serve the unique needs of Otis’s community while ensuring profitability.
"From the beginning, we knew this project was going to be different," said Manrose. "The Spur Group took a great interest in making sure we understood each step of the process, why we were doing it, and that we will be able to replicate it after they are gone. I don’t usually see consultants teaching us how they do their work, and it was refreshing."
💡 The Solution
The engagement with Otis began with a comprehensive program assessment. The Spur Group’s team analyzed Otis’s historical data, including student demographics, enrollment trends, and competitor offerings. By reviewing past performance and categorizing programs into successful, salvageable, or phase-out categories, Otis could then identify where changes were most needed.
The program assessment was followed by a detailed market feasibility study, which focused on identifying gaps in the current market and exploring opportunities for new, unique programs. Otis’s strong brand provided a solid foundation, but it was clear that the college needed to diversify its offerings to remain competitive.
“The Otis brand is strong, and we knew we could make more of an impact in the community by building unique programs that really serve our potential student populations,” said Manrose. “We also felt our brand could stand alone outside of the LA area, to include online learning and synchronous programs as opposed to only face-to-face classes. The challenge was figuring out how.”
One of the most critical aspects of the engagement was pricing strategy. The Spur Group helped Otis determine the ‘sweet spot’ for pricing classes, ensuring the programs were accessible to students while still maximizing revenue. The final recommendations included new program ideas tailored to fill community needs, supported by a robust pricing model and strategic positioning.
“It is impressive how much their recommendations make sense and how easy it will be to utilize their information, recommendations, and mentorship to make significant improvements to our portfolio, customer satisfaction, and organizational expertise,” Manrose noted.
📈 The Outcome
By the end of the engagement, Otis had a clear, data-driven roadmap to guide its program development efforts. With a new strategy in place, the college could now confidently answer three key questions: What classes should we offer? How should we price them? And how do we prepare for the future in a way that continually improves our offerings?
The Otis team was empowered to take the insights and recommendations provided by Spur and implement them in their day-to-day operations. They felt confident in their ability to develop new programs that were not only aligned with community needs but also set Otis apart from its competitors.
Mark Manrose
Dean of Extension at Otis College of Art and Design
“The team is now using the new strategies as their foundational pieces that guide the program development process on a day-to-day basis,” said Manrose. “All of the work we did together led them to a place where they can successfully develop their own programs with renewed energy and focus.”
The success of this engagement marks the beginning of Otis’s transformation into a more strategic, data-driven institution. With its new processes in place, Otis is well-positioned to continue developing innovative programs that serve its diverse community while ensuring financial sustainability.