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Education Special Coverage

Back to School

Jonathan Scully

Jonathan Scully says Elms College stays engaged with incoming students from acceptance until they arrive on campus.

 

After two years of massive shakeups on college and university campuses — from sending students home in 2020 to building remote and hybrid programs and instituting sweeping safety protocols — admissions officers are seeing an uptick in enthusiasm, and applications, from prospective students, sparking hope that the coming fall will mark a return not only to normalcy, but to healthy enrollment numbers.

By Mark Morris

 

For college enrollment professionals, March and April are the busiest months of the year.

That’s when, after considering thousands of applications, colleges begin reaching out to students who were accepted for the fall semester. April, particularly for four-year institutions, is crunch time, as May 1 is known as National College Decision Day, the deadline for students to submit their acceptance forms and make a deposit.

According to Jonathan Scully, vice president of Enrollment Management and Marketing at Elms College, the job is not done on May 1. He and his staff work with students until they arrive in September.

“When a student has been accepted and they pay their deposit, they’re stoked,” Scully said. “Then they have to wait four months before they come here, so we stay in contact and have events over the summer to make sure that level of engagement stays up.”

There’s plenty of engagement to maintain, as many colleges report that application numbers are hitting new records. In past years, students would typically apply to three or four colleges they hoped to attend. These days, it’s not unusual to see a student apply to 10 or even 15 schools. It’s part of a trend Scully has observed in the last five years.

“With the ability to do everything online, the process has gotten easier,” he said. “As a result, application numbers are hitting astronomical heights.”

He isn’t alone. BusinessWest spoke with several area college-admissions professionals who report that applications are up and admissions are meeting or exceeding expectations. Part of that is a return to some semblance of pre-COVID normalcy. As infection rates have declined, campuses have adopted mask-optional policies, among other shifts, while staying ready to wear them again, if necessary.

Mike Drish

Mike Drish

“They want to live in residence halls, join clubs and organizations in person, eat in dining halls, and cheer on our teams.”

Like every organization, colleges quickly shifted to an online presence early in the pandemic and can now offer courses in person, online, or through a hybrid model, with some coursework offered in person and some online. While remote and virtual options performed well when they were needed, surveys of current and prospective students at UMass Amherst show they still want a residential college experience.

“They want to live in residence halls, join clubs and organizations in person, eat in dining halls, and cheer on our teams,” said Mike Drish, director of First Year Admissions at UMass Amherst.

While students crave the campus experience, they also want more flexibility with the academic part of the experience.

“Students and faculty are looking for more opportunities to blend in-person, online, and hybrid learning,” said Bryan Gross, vice president, Enrollment Management and Marketing at Western New England University (WNE). “They want to know to know more about the technology that exists and how it can enhance learning and outcomes.”

The benefits of this new remote world has brought benefits outside the classroom, said Gina Puc, vice president of Strategic Initiatives at Massachusetts College of Liberal Arts. Now that so many people are comfortable with Zoom, she noted, MCLA’s events can have an impact beyond the campus.

“We’ve been able to host a number of guest speakers and lectures on Zoom and open them to the public,” Puc said. “That has really expanded our audience.”

 

Community Spirit

A common theme admissions professionals discussed with BusinessWest involved “meeting students where they are.” At UMass, Drish said, that can mean expanding access to students from a variety of backgrounds and involving other departments on campus to ensure success for the student.

Meeting students where they are is central to the mission at community colleges. With up to half of their enrollments occurring after July 1, community colleges have a different timetable and different priorities for the application and acceptance process than four-year schools.

Darcey Kemp

Darcey Kemp says STCC has broadened the way it meets student needs over the past two years.

As the pandemic begins to wane, Mark Hudgik, director of Admissions for Holyoke Community College (HCC), said many high-school students graduating in June are fatigued and feeling uncertain about college because of all the disruption in their high-school careers.

“We have conversations with students who question if they are ready for college, if they are prepared enough,” Hudgik said. “Even if they’re not ready to start, we will stay connected with them to help however we can, and when they are ready, we’re here for them.”

Darcey Kemp, vice president of Student Affairs at Springfield Technical Community College (STCC), said maintaining “high-touch” connections with students helps keep them on track whether it’s through flexible course offerings or by supporting non-academic needs.

“We provide non-perishable food items for students who have food insecurity,” Kemp said, noting that, before the pandemic, students could stop by Student Affairs and get what they needed, but since the pandemic, STCC has adjusted the program so students can now call or text and receive a package of food or an envelope with a gift card to a grocery store.

“It’s all part of being responsive and providing support based on what students tell us they need,” she added.

Like many organizations, the STCC website has a ‘chat now’ pop-up screen for student questions. Kemp said what was once a rarely used function has turned into a meaningful way to provide additional services to students.

“Before the pandemic, we might see 200 engagements a month,” she noted. “Now, on busy months, we have upwards of 4,000 unique monthly engagements.”

Since the pandemic, more students are seeking courses to gain entry-level jobs in professions that allow them to work while pursuing higher academic credentials, Hudgik explained. For example, a student may sign up for a non-credit certified nurse aide (CNA) course to get their foot in the door in healthcare and, from there, take courses for practical nursing and eventually registered nursing programs.

Community colleges remain a popular way for students to complete the first two years of an undergraduate degree and transfer those credits to a four-year college or university. In addition to providing great value, pursuing an associate degree can change a person’s life.

“We try to reach students who don’t see themselves as learners,” Hudgik said. “When they come to HCC, we will meet them where they are and help them build the skills they need so they can go on to the schools of their choice.”

Since the pandemic, it’s probably not surprising that several colleges are reporting an increase in student enrollment in healthcare majors.

“Our health science major has seen a 35% increase over the last three years,” Puc said. “It’s become an in-demand major as students become more aware of public health, immunology, epidemiology, and similar subjects.”

Gina Puc

Gina Puc says the move to remote learning during the pandemic has brought long-term benefits, with MCLA continuing to expand its geographic reach, and its audience, with its events.

While pharmacy programs at WNE have long been popular, students can now pursue a master’s degree in pharmacogenomics.

“This area of study looks at how a person’s genetic makeup can affect their response to therapeutic drugs,” Gross explained. “Graduates in this degree can go into genetic counseling, traditional pharmacy, as well as areas of research or teaching.”

Another new major influenced by current events involves bachelor’s- and master’s-level courses devoted to construction management. Gross said these offerings are the result of the federal infrastructure bill passed last year.

“We’ve had lots of interest in this subject from freshman on campus, as well as our community-college partners,” he noted. “We’re finding more people want to acquire the necessary skills to be part of the infrastructure movement.”

Gross described WNE as a “new traditional” university that prepares learners and earners for the future of work. “That message has resonated with families, to know we put a lot of value on the traditional campus environment while also focusing on work, jobs, and outcomes.”

“Even if they’re not ready to start, we will stay connected with them to help however we can, and when they are ready, we’re here for them.”

He added that the recent U.S. News and World Report ranking of top colleges showed that WNE graduates had a higher starting salary than 52 of the top 100 universities on the list.

 

Welcome Mat

Colleges have already begun holding events to welcome new students accepted for the fall semester.

“We’re excited that we can now have these events in person,” Puc said. “We usually hold them on Saturdays with faculty there as well. It’s a great way for students to meet other students and become more acquainted with the MCLA community.”

This past fall, when Omicron numbers were trending up, Scully had to cancel the open-house events for prospective students he would normally host. For small colleges like Elms, in-person events are essential.

Mark Hudgik

Mark Hudgik says HCC tries to reach students who don’t see themselves as learners, one of the important qualities community colleges bring to the table.

“On paper, there are so many small liberal-arts colleges, students need a way to find out what makes us different,” he said.

There are occasions when a student will complete the application and acceptance process, send in their deposit, and have their plans change before September. Scully referred to this as the “summer melt.” Drish noted that, even when someone’s plans change, he doesn’t worry. “We have students on the waitlist we can contact who will be excited to say ‘yes.’”

After the pandemic, making a few changes is the easy part. Hudgik discussed what a new normal might look like.

“I’m optimistic that we will emerge to a place where folks understand what it means to plan for the uncertain,” he said, adding that he hopes issues like childcare, remote schooling, and job uncertainty will begin to lessen so students can put a renewed focus on their academic careers.

Gross agrees that COVID has provided a real education. “We’ve learned a lot about collaborating, how to be agile, how to respond to environmental circumstances, as well as responding to the needs of our students,” he said.

For the next several months, admissions professionals will stay plenty busy making sure the next class of students settle into their colleges and universities.

“The day when students return to campus is my favorite day of the year,” Scully said. “I look forward to the fall when students are here because there’s life on campus again.”

While he enjoys stopping to appreciate the fall campus scene, Scully knows there are plenty of new prospective students out there who need to be contacted.

“Once the fall class is settled, then we rinse and repeat. Our staff hits the road, and we start recruiting again.”

Education Special Coverage

The Sternest of Tests

By George O’Brien

 

Yves Salomon-Fernández says the region’s community colleges were facing some pretty severe headwinds before the COVID-19 pandemic reached Western Mass. in March.

Indeed, these institutions, like all colleges and universities, have been seriously impacted by demographic trends — specifically, a decade or more of consistently smaller high-school graduating classes, said Salomon-Fernández, president of Greenfield Community College (GCC).

But they’ve also been adversely impacted by what was the nation’s longest economic expansion and historically low unemployment rates, in a continuation of a trend that has become quite familiar to those in the community-college realm — when times are good, enrollment suffers, she noted; when times are bad, like during the Great Recession, people go back to school and enrollment climbs.

Yves Salomon-Fernández

Yves Salomon-Fernández says the pandemic has in some ways accelerated the pace of change when it comes to jobs and the workforce, and community colleges will need to help individuals thrive in this altered landscape.

But while the pandemic has created some of the worst times this region has seen in the past 90 years or so and put thousands on the unemployment rolls, that development hasn’t benefited the community colleges in the manner it has in the past, said Salomon-Fernández and others we spoke with. There are a number of reasons for that, many of which have to do with the ongoing health crisis itself.

Listing some, Christina Royal, president of Holyoke Community College (HCC) and one of BusinessWest’s Women of Impact for 2020, said many individuals and families are simply coping with too many issues right now — from balancing life and work to trying to find employment, to simply putting food on the table — to consider adding a college education to the mix.

Beyond that, one of the real strengths of community colleges is their personal style of learning in the classroom, something taken away by the pandemic, and something that is keeping many students on the sidelines, Royal continued.

“We have a lot of students who prefer in-person learning,” she explained, noting that, in what would be normal times, roughly 20% of courses offered by the school are taught remotely; now, that number is closer to 95% or even 98%, and it will be that way at least through next spring. “So some students feel frustrated that the pandemic is continuing; what they thought would be a one-semester impact is now much more than that.”

But maybe the biggest reason this crisis has hit the community colleges harder than other institutions of higher learning is that this has not been an equal-opportunity pandemic, said John Cook, president of Springfield Technical Community College (STCC), noting that it has impacted those in urban areas, those in lower-income brackets, and those in the minority community more severely than other constituencies. And these individuals, which were already struggling in many ways before the pandemic, form the base of the student populations at all of the state’s community colleges.

“For us and for the other community colleges, this is a conversation about equity,” he told BusinessWest. “We are a college that has a majority of students of color, and we’re seeing steep enrollment declines. It’s right in line with the way the pandemic has disproportionately impacted the African-American community and the Hispanic community.”

Christina Royal

Christina Royal says enrollment at community colleges has been dropping consistently since 2012, a pattern exacerbated by the pandemic.

Add all this up, and the region’s community colleges have had a very trying time since the spring. There have been cutbacks — STCC has had to cut several programs, for example, everything from automotive technology to landscape architecture (more on that later) — and workforce reductions by attrition at each school. And no one is really sure when the picture might at least start to brighten, which may be the biggest challenge of all.

“I’m encouraged, like the world, by vaccines, but just like everything with this pandemic, there is a great deal of uncertainty as to when anything is going to take place,” Cook said. “So it’s really hard to forecast for next fall and beyond.”

But in some ways, this has been a proud moment for the schools, if that’s the right term, as they have focused their attention on the students who are enrolled and their growing needs during the pandemic — for everything from Chromebooks to hotspots so students can have internet access, to food and even desks so students can study remotely.

“From 2012 until now, we’ve lost about 40% of our enrollment. This is staggering for any industry, any sector, and it tells a certain story about community colleges.”

Meanwhile, the schools are doing what they always do — looking to the future and seeing how the pandemic will impact the employment landscape with an eye toward preparing students for what will be a changing job market.

“The economy is changing, and jobs are changing, and we were already beginning to see these shifts before the pandemic,” said Salomon-Fernández. “When you read reports from the World Economic Forum, you see predictions that, over the next several years, many of the jobs that exist now will disappear. We knew there was a change coming in the future of work, and what we’re seeing now is that the pandemic is affecting how we work — and what the work is.”

For this issue and its focus on education, BusinessWest takes an in-depth look at how the pandemic has impacted the region’s community colleges, and how they’re responding to these even stronger headwinds.

 

Difficult Course

Cook told BusinessWest that the presidents of the state’s 15 community colleges meet weekly.

They’ve always done this, he said, but the meetings are different now. For starters, they’re by Zoom, obviously, and the tone is decidedly different as the schools collectively deal with challenges on an unprecedented scale.

Unprecedented, because the schools have never faced a perfect storm like this one.

“There’s a solidarity there, for sure — you’re with a group of peers and colleagues contending with similarly difficult circumstances,” he said with some understatement in his voice. “We do a lot of listening and sharing — of strategic actions; navigation of federal, state, and local regulations; and best practices. We’re all coping with the same challenges.”

And there are many of them, starting with enrollment. As noted earlier, several forces have been pulling the numbers down for the bulk of the past decade, including the smaller high-school graduating classes and the economy — and the impact has been significant.

Indeed, overall enrollment at STCC had fallen by 30% between 2012 (when there were 7,000 students on campus) and the fall of 2019, said Cook, and it took another 15% hit this fall.

“From 2012 until now, we’ve lost about 40% of our enrollment,” he noted. “This is staggering for any industry, any sector, and it tells a certain story about community colleges.”

John Cook

John Cook says the pandemic has disproportionately impacted urban areas and communities of color — constituencies served by community colleges.

The story is similar at most all of the other community colleges. Royal said enrollment has been declining at a rate of roughly 5% a year since 2012, or the peak, if you will, when it comes to enrollment growth in the wake of the Great Recession, and the pandemic has certainly compounded the problem. At HCC, enrollment is down 13.7% (roughly 600 students) from the fall of 2019, while the number of full-time equivalents is down 17%. And they are projected to decline further for the spring (enrollment is traditionally lower in the spring than the fall), she noted, as her school and other community colleges have announced that all learning next semester will be remote.

At GCC, the school hasn’t been hit as hard when it comes to enrollment, perhaps an 8% decline, said Salomon-Fernández, but the numbers are still down, and the long-term projections show they will continue trending downward for perhaps the balance of the decade, something GCC and other schools have been trying to plan for.

These enrollment declines obviously take a toll on these schools financially, said those we spoke with, a toll that has been greatly acerbated by the pandemic; Cook equated the 15% drop in enrollment from last year to $3 million in lost revenues. State and federal assistance from the CARES Act and other relief efforts have helped, he said, but there are restrictions on those monies, and, overall, they certainly don’t offset the steep losses.

Meanwhile, other headwinds are blowing, he said. At STCC, for example, the school has a number of issues with its buildings, some of which are more than 150 years old, with costs totaling several million dollars.

In response, the institutions have been using every tool in the toolbox to cope with the declines in revenue, including inducements to retire, not filling positions when people do retire or leave, reducing part-time personnel (and then full-time workers) if needed, creating efficiencies when possible, and cutting down on expenses wherever possible, including travel, utilities, and more.

In some cases, schools have had to go further and cut programs, as at STCC, which has eliminated several programs, including automotive, cosmetology, civil engineering, and dental assisting, which together enrolled roughly 120 students. These cuts came down to simple mathematics, said Cook, adding that, while some programs were popular and certainly needed within the community, like automotive, they are losing propositions, budget-wise.

“As much as we try to encourage them to stick with their plan and help them, through myriad services, to persist, the numbers seem to indicate that they need to take a break. And that’s disproportionately unique to community colleges — we don’t see the same level of enrollment decline at state universities, at UMass, or at undergraduate private institutions.”

“By and large, with every program we offer, the tuition and fees do not cover the costs; no program really breaks even, especially anything that has a lab or a technical or clinical element to it; those are all losing endeavors,” he explained. “Which means there’s even more pressure when enrollment falls.”

 

Steep Grade

And, as noted, enrollment is projected to keep falling for the foreseeable future, and for all of the reasons, many of them pandemic-related, mentioned above — from individuals not able to attend college for financial or other reasons to people not wanting to learn remotely, which is all that community colleges can offer right now, except for some lab programs. And these trends are piling up atop those falling birth rates and smaller high-school classes.

Overall, it’s far more than enough to offset any gains that might come from the economy declining and the jobless rate soaring, said Royal, noting that this downturn is unlike those that came before because of the pandemic and the wave of uncertainty that has accompanied it.

“When we think about the conditions that tend to drive more students to higher education during a recession, in normal times, there is more predictability when it comes to economic cycles,” she explained. “We know that during a recession, jobs are limited, and you use the time to focus on your education; the market is going to turn, and when it does, you’ll have more credentials and certificates to be competitive for a job.

“When you think of the conditions we’re in now, there’s still so much uncertainty that people are feeling nervous about starting a new program when they just don’t have a sense for where the world is going to end up,” she went on. “They’re thinking, ‘what is the world going to look like, and how do we even navigate this?’”

With many schools forced to offer only remote learning, Salomon-Fernández noted, there was some speculation that students, perhaps with some prodding from their parents, might opt to learn remotely at a community college rather than a far more expensive four-year institution of higher learning. But thus far, such a movement has not materialized, she said, adding that some students are opting out altogether and taking at least a semester or year off rather than enroll remotely at any institution.

What is materializing is a situation where those in the minority communities and the lower end of the income scale — frontline workers, in many instances — are being disproportionately impacted by the pandemic. And this is the constituency that fills many of the seats — another term that takes on new meaning during the pandemic — at this region’s community colleges.

“If you look at Holyoke, Springfield, Chicopee, and Westfield — those are our top feeder communities,” Royal said. “These are the communities that are getting impacted by the pandemic in a significant way; we know the pandemic is disproportionately impacting communities of color and low-income communities.”

She and the others we spoke with said the pandemic is putting many people out of work or reducing their hours, affecting everything from housing to food insecurity. Meanwhile, for others, the pandemic has them in a situation where balancing work and life has become more challenging and complicated, leaving fewer hours in the day and less time and opportunity for things like attaining the associate degree that might open some doors career-wise.

“There are so many uncertainties right now that have many people saying, ‘I don’t know if I can handle another thing right now — so I’m just going to wait and see if we can stabilize some of these other factors, especially some consistency with K-12 education and a better understanding of where the jobs are and who’s hiring,’” Royal said.

Cook concurred. “A lot of what we see in our enrollment decline is students not going anywhere — they’re sitting on the sidelines,” he said. “They’re not seeking another option because, frankly, we’re the most affordable and most accessible option in Springfield. They’re literally staying home — taking care of children who are similarly home, or taking care of family members, or addressing working concerns. That’s what we see, and that’s part of the larger story around racial concerns, equity, and structural racism, and this is how it lands at a place like STCC.

“As much as we try to encourage them to stick with their plan and help them, through myriad services, to persist, the numbers seem to indicate that they need to take a break,” he went on. “And that’s disproportionately unique to community colleges — we don’t see the same level of enrollment decline at state universities, at UMass, or at undergraduate private institutions.”

 

Learning Curves

While coping with falling enrollment, the community colleges are facing additional challenges when it comes to serving those who are enrolled, said those we spoke with, noting, again, the disproportionate impact on those in lower-income brackets.

One of the biggest challenges many students face is getting internet access, said Salomon-Fernández, noting that this was already a challenge for some in rural Franklin County before the pandemic; now, it’s even more of an issue.

Royal agreed, noting that many students made use of HCC’s wi-fi and computer labs before the pandemic because they didn’t have it at home or had limited, low-band service.

The schools have responded by giving out laptops and Chromebooks on loan, as well as mobile hotspots to help with wi-fi connectivity.

“We’ve had hundreds of students access technology to help them with remote learning,” said Royal, adding that, through the school’s Student Emergency Fund, help has been provided for everything from rent payments to auto insurance to food, with more than $90,000 distributed to more than 230 students.

But the help goes beyond money, she said, adding that, at the school’s Thrive Center, students can get assistance with filling out applications for unemployment, get connected to mental-health services, find digital-literacy programs, and receive support from the school’s food pantry, in addition to those internet hot spots.

Looking ahead, though, the colleges face a much larger and even more important challenge as they try to anticipate changes to the job market, some of them being shaped by and accelerated by the pandemic, and adjust their programs accordingly.

“We’re trying to understand and anticipate how the job market will change. We expect some jobs to be gone and not come back, and as a community college, we’re preparing ourselves to support the most vulnerable people whose jobs will cease to exist.”

“We’re trying to understand and anticipate how the job market will change,” said Salomon-Fernández. “We expect some jobs to be gone and not come back, and as a community college, we’re preparing ourselves to support the most vulnerable people whose jobs will cease to exist.

“We’re already working with our Workforce Investment Board and with our chamber of commerce and other employment partners to help them think through training, both right now and for what’s coming down the pike,” she added. “It’s a matter of being agile in our thinking, of being responsive in terms of what new academic programs and new workforce-development programs might be needed, and making sure they are informed by industry and that we are ready to serve when people are ready to re-engage in this work.”

‘Ready to serve’ is a phrase that defines the purpose and the mission of the region’s community colleges. Carrying out that mission has become more difficult during the pandemic and the many changes it has brought, but the schools are persevering.

This has been the sternest of tests for them, but they are determined to pass it themselves, and enable all those they serve to do the same.

 

George O’Brien can be reached at [email protected]

Insurance

Culture of Coverage

Gov. Charlie Baker announced that the Massachusetts Health Connector completed Open Enrollment with the highest membership in the 13-year history of the state’s health-insurance exchange, covering more than 282,000 people with health insurance.

“The Health Connector just completed its most successful Open Enrollment since the start of the Affordable Care Act, signing up more than 65,000 new people with health insurance coverage,” Baker said. “Massachusetts leads the way with the best insured rate in the country, with over 97% of our residents covered due in part to the Health Connector’s strong efforts to create a culture of coverage in the Commonwealth.”

Lt. Gov. Karyn Polito added that “the Health Connector plays an important role in ensuring communities across the Commonwealth have access to affordable, high-quality healthcare. Over the last four years, the Connector has worked tirelessly to transform the exchange into a functional and reliable service, as is evident by its current milestone enrollment figures.”

“Massachusetts shines as a model for the rest of the nation when it comes to getting people enrolled in health insurance — and maintaining coverage. That success is built off outreach and education efforts that effectively and efficiently target the state’s underinsured communities and get more people covered. This year, the Connector made inroads in these tough-to-reach uninsured groups.”

The Health Connector held Open Enrollment from Nov. 1 to Jan. 23, twice as long as the federal government’s Nov. 1 to Dec. 15 open period, to ensure Massachusetts residents had as much time as possible to shop for affordable coverage. Throughout Open Enrollment, Massachusetts residents were encouraged to get covered or stay covered, provide security for their health and financial well-being, and comply with the state’s individual mandate. Assistance was available through community-based health navigators around the state.

“Massachusetts shines as a model for the rest of the nation when it comes to getting people enrolled in health insurance — and maintaining coverage,” said Health and Human Services Secretary Marylou Sudders, the Connector board chair. “That success is built off outreach and education efforts that effectively and efficiently target the state’s underinsured communities and get more people covered. This year, the Connector made inroads in these tough-to-reach uninsured groups.”

As of March 1, 282,114 people were enrolled in health insurance, including 209,973 people in ConnectorCare, the state’s innovative affordability program, through which state subsidies are made available on top of federal tax credits, resulting in lower premium costs for members — including $0 premiums for the lowest-income enrollees — while also offering no or low co-pays and no deductibles. Overall, Health Connector membership rose 13%, compared to a 4% enrollment decrease through the federal healthcare.gov platform. In addition, 18,000 individuals receive dental insurance through the Connector.

“With stable operations and a clear message to get covered and stay covered, this was our most successful Open Enrollment to date, with high retention rates and strong new enrollment,” said Louis Gutierrez, executive director of the Massachusetts Health Connector. “We are going to keep working to ensure that everyone in Massachusetts is covered.”

The Health Connector placed extra focus on outreach and public education about affordable coverage options in communities with higher rates of uninsurance and worked to raise public awareness about coverage generally. At the close of Open Enrollment, the Connector had enrolled more than 65,000 people who did not have coverage at the start of Open Enrollment, about 22% more than last year.