End of Year Report - Richland College

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Richland College
1.2.3 % of local service area market enrolled as students for either
credit or continuing education classes
Strategic Measure*
Target Range
Performance
% of max. target range
≥ 4.50 – 5.00
= 3.58
= 71.60%
While the service area of the Dallas County Community College District is Dallas County
(DCCCD), the Board of Trustees assigns each college a portion of the county as their local
service area. Richland’s leadership tracks the percentage of our adult local service area residents
who enroll in at least one credit or continuing education class during the academic year
as a key measure of market penetration. Performance for this measure
●●
falls below the target range by 18.4 percentage points
●●
represents a decline of 1.13 percentage points over the 2009-10 performance (see Figures
1.2.3A,B)
Although growth is occurring among African-American, Hispanic, and Asian student segments,
there is a decline in the enrollment of Anglo students and continuing education market segments.
Leadership reevaluated our target for service area enrollment and lowered the target
to 4.00 for 2011-12, a number we believe to be more realistic due to performance trends particularly
in continuing education.
(%) Market Share of Service Area by Ethnicity
12
11
10
9
2006-07 2007-08 2008-09
2009-10 2010-11 100% of Target
90% of Target
8
7
6
5
Good
4
3
2
1
0
Total Anglo Afr-American Hispanic Asian
Figure 1.2.3A
Source: DCCCD Colleague System
*Strategic measures are those identified for special emphasis by college leadership, the DCCCD Board of Trustees, the state or national government, or
SACS accreditation agency. Operational measures are those key to the ongoing vitality of the organization but without strategic emphasis.
End of Year Report 2010-11