2006

• 1st Pricing Sensitivity Analysis with Noel Levitz: Research findings showed gap between charges and what students were willing to pay.

2009/2010 

• MPCC public opinion research: Findings showed an increase in preference for public schools and decrease for private because of sticker price.

2011/2012

• Launched 2nd Pricing Sensitivity Study: Research findings showed a larger gap between charges and what students were willing to pay, that we were losing students to “low cost” competitors, and that more students would be willing to enroll with a lower price. We tested a variety of prices before landing on the $10,000 reduction.
• Entered partnership with the Lawlor Group for secondary research/environmental scan & branding/messaging campaign.

May 2012

• Board of Regents unanimously approved a 33%, $10,000 reduction in tuition.

Aug. 2012

• Began general brand awareness and value campaign throughout Minnesota.

Sept. 2012

• Announced Tuition Reset to select media ahead of schedule.
• Held press conference on Sept. 12 announcing tuition reset.