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Offer Design and Price Optimization for Higher Education Institutions

Increase Growth and Cash Flow

An outdated program portfolio may include once-great programs that now have limited student demand or jobs for graduates. Great new programs may be overlooked. An unfocused portfolio may have a scattering of small programs that are difficult and expensive to manage. Like good gardeners, educational leaders must regularly decide what to prune and what to plant.

Optimizing price can have substantial near-term financial benefits for most higher education institutions. The right prices enable colleges and universities to drive enrollment growth, improve cash flow, or, more often, a blend of the two. The results of these changes can be substantial. Importantly, pricing is also one of the few strategic changes that can be made relatively quickly — since there are relatively few changes required in systems and behaviors.

Gray’s Approach


To answer critical questions related to pricing, Gray’s approach includes the following phases:

  • Analyze the Competition  Compare competitor prices to determine how prospective students might assess your pricing. 
  • Survey Design  Create a set of offers that include price level, discount, communication, and other factors to be tested.
  • Develop Sample  Identify a robust sample of relevant participants for the survey.
  • Conduct Survey  Collect and tabulate results.
  • Build PC Simulation  Use simulator to estimate effects of various price levels, structures, and communication approaches.
  • Build and Run Financial Modelsoptional
    Project the effect of pricing strategies on revenue and profit.
  • Select Strategy  Share results with leadership.

Price and Profitability Predicted Inquiries

In the illustration above, financial results are realized at $25,000 in tuition.

Learn more about Gray’s approach to increased growth and cash flow and download Gray’s Price Optimization White Paper.

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