Small but Growing Student Migration to the South
In this installment of our ongoing series on data-based trends in higher education, we highlight the small but growing portion of northern students enrolling at colleges in the South.
A growing share of students from New England are choosing colleges in the Southeast, consistent with migration trends around the country.
In 1986, just 1 out of 30 college-going students from New England chose a university in the Southeast
By 2020, that figure was 1 out of 16
While still a low number compared to how many students stay close to home, this rising interest in colleges outside the region is notable, especially in light of the demographic projections that predict fewer high school graduates in New England in the coming decade
This trend is the product of several forces we've seen in higher education over time:
Stronger awareness and perception of colleges in the South
Active enrollment efforts by southern universities in the Mid-Atlantic, Northeast, and New England regions
A desire for warmer weather - as trite as this sounds, it emerges time and again in our research with prospective students
Athletics success putting southern universities front and center for prospective students (have you ever heard "Roll Tide" in a Boston accent?...I have...it's weird)
While the trend for New England students is clear, this migration pattern is not unique to that region - we've seen similar trends in other parts of the country as well.
The implications
Competition for students is different today than in the past. When students see more options they consider viable, the competitive environment widens. And for northern universities trying to enroll local or regional students, recognize that the comparison rubric is different - a college in New Hampshire can't compete with a university in South Carolina on warm weather. Rather, successfully competing means identifying and communicating the brand assets that are distinctly you, and making those relevant for your target audiences.