Kimberly J. McWaters - President and Chief Executive Officer
Analyst
Thank you, Jennifer. Before we open up the call for questions, I’d just like to provide an update on the key initiatives in the areas of marketing and sales, student finance and operational efficiency. Let’s start with marketing. Based on historical trending, this quarter’s spending was reduced to focus on lead quality and efficiency rather than generating inefficient lead volume. Spending this quarter was reduced in broadcast media and focused predominantly toward online media to optimize our lead generation efforts within the constraining market conditions, specifically, the holidays and political campaign season. Due to the changes in media mix balance, we did experience a 13% decline in Internet leads year-over-year, which is attributed to the 64% decrease in spending in broadcast media, as historical data reflects that one media type supports the success of the other. Although lead volume was down for the quarter, it should be noted that in spite of reducing our overall media spend by 42% compared to the first quarter in 2007, our lead capture only decreased by 27%, showing some efficiency gains with our change in strategy. Marketing does plan to increase spending in subsequent periods that are traditionally more productive and efficient. Total cost per lead was down approximately 20%. In the first quarter of 2008, we successfully concluded local marketing pilots. Notable results included increase in enrollments as well as visits to the campuses and markets where integrated media plans and event promotions were tested. Learning’s from these local market tests were applied to the development of a fully integrated multimedia national campaign that kicked off December 31. As of January 31, national television advertising generated roughly the same number of leads as last year, at 50% of the spend. We continue to commit additional resources to local event marketing in and around our campuses. Local efforts produce fewer leads than national media, but the quality is higher and the representatives are converting those leads to enrollment at the event and at higher closing rates than national media leads. In late December 2007, UTI launched a new website, UTI.edu, designed to relate to the critical Gen Y audience and key influencers on a more contemporary level. Early indications are optimistic, as traffic is up 104% versus a year ago in terms of visits during the month of January. Unique visitors are up 85%. This growth is attributed to a complete website redesign supported by a national advertising campaign promoting the URL, UTI.edu. In the critical areas of natural search, UTI site visitation is up 800% versus the same period in the prior year. Given the reliance on premium price lead vendors, the success in obtaining free visitors to the site has the potential of growing into a competitive advantage for UTI. The growth in natural search visitation is attributed to the new search engine optimization strategy employed at UTI. From a sales or admissions perspective, specifically our campus-based adult recruitment channel, our new leader, Bob Adler, and his team have made great progress in his first 100 days. We have new management in place in senior management positions. We have decentralized the reporting structure to improve accountability and cross functional teamwork at our campuses in support of the local market strategy. Sales processes have been analyzed. Training is now developed to address the deficiencies in the processes and sales methodology. The training pilot has been launched at a single site. Other campuses will follow soon once it is completed and modified, if necessary. We continue to improve lead qualification and lead nurturing processes designed to improve representative productivity level. In January, four campus teams achieved year-over-year growth, and four others were within striking distance of last year, falling short by 15 or less contracts. Growth in campus admissions is attributed to both the effective changes in marketing and advertising, as well as the improved sales processes. As a reminder, the level of marketing investment in lead growth will be closely coordinated with the admissions to ensure sales price changes, staffing and training are in place, to optimize our lead generation efforts. Moving to the field representatives, which includes our high school and military-based reps, while field representatives overall performance was down year-over-year due to territory realignment and changes to the lead distribution policy. The team is meeting its internal goals, which account for the changes to territories and lead policy changes. They’ve been able to achieve their goals despite a number of open territories, driven by changes in staffing due to performance issues, and a few retirements of veteran representatives who have been strong producers in key territories. In addition, December through February are traditionally strong months due to the tuition increase campaign, which creates urgency for students to make applications prior to February 15. Because we did not increase tuition at the same time this year, there will be some timing differences pushing some business out into March and April prior to an April 1 tuition increase. The training initiatives I mentioned last quarter have been fully implemented with this team and individual rep productivity was up 3.2% for the quarter. The second key area of focus has been in the area of student finance and customer service. Again we have taken significant measures to improve our processes and operational efficiency while better serving our students. First we outsource front-end financial aid processes, which are more transactional with limited customer interaction. The UTI team members step in once initial financial aid documents are ready for Title IV packaging to begin. We’ve been very pleased with this conversion and expect it to be fully transitioned at the end of this month. With respect to our financial aid and future student services team, we completed our process mapping and analysis in April, developed training and desktop manuals during May and June, and launched our first pilot in July. To-date, five locations have been trained, and the remaining five will be completed by midsummer. The campuses that have rolled out the training are experiencing a 300 basis point show rate improvement, while the remaining campuses are flat to the prior year’s show rate. In addition, during October, only two campuses had favorable show rates year-on-year. During both November and December, however, eight campuses achieved better show rates year-on-year. In addition, for the months of November and December, both field and campus teams achieved favorable year-on-year show rates, which is something we have not experienced in a number of years. Again, I believe this is attributable to the success of the key initiatives we’ve been working on for the past year, and hopefully the change in the economy will start to benefit us as well. In addition, to help address the portability concerns for our students, last year we expanded our lender list and secured an alternative sub-prime lender for students who need one. This lender is willing and able to fund those students who would have been able to obtain financing, previously provided by Sallie Mae’s tier discount program, with minimal impact to our margins and no disruption to our students. As an aside, Sallie Mae’s tier discount program accounted for roughly 1.4% of revenue. We had recently expanded both ourself and alternative lenders during the summer, and those lenders are meeting the vast majority of our students’ needs. Nevertheless, we believe there remains opportunity to provide our students with more affordable and flexible funding options, and we are in the process of soliciting interest from additional lenders and evaluating UTI backed lending options as well. We do believe with our high graduation rates, strong placement rates, low default rates, and reasonable starting salaries, as well as a clean balance sheet, that UTI is a top candidate for new lending programs, albeit in a very tough credit market. We have had good success with our need-based scholarship program and continue to see significantly higher show rates among scholarship recipients. This is a program that we will continue through 2008. We also launched the short program at a single campus as an entry point for students who are unable to afford our more traditional programs. As students matriculate through their programs, we encourage the students to take advanced training courses to support even better career opportunities. To-date, there has been very limited interest in this program, but it remains an option for those who are very sensitive to total tuition price and monthly loan payments. We have also evaluated our tuition pricing and as a result of increased Title IV levels, decreasing interest rates and alternative financing solutions, we are raising our tuition in the spring by roughly 3%. Keep in mind that these tuition increases will not be fully realized until students start in fiscal 2009. Lastly, an update on our CFO search. Our interim CFO, Eugene Putnam, started last week, and will be working with Jennifer on the transition over the next several weeks. I truly appreciate Jennifer’s willingness to support an effective transition. And while I will certainly miss her, I wish her the very best. The search for our replacement CFO is underway and we are currently evaluating candidates. There has been strong interest in the position, and we are very focused on finding the permanent candidate as quickly as possible. And with that, Jennifer and I are happy to take your questions.