Market Research Findings February 2010 - Council for Christian ...

Market Research FindingsFebruary 2010Kevin Crockett, President/CEO and PrincipalRuth Sims, Senior Vice president and Principal

CCCU’s higher education marketplace isextremely competitive

Projected change in number of highschool graduates, 2009-10 to 2019-20Percent changeby stateSource: Western Interstate Commission for Higher Education© Copyright 2009, The Chronicle of Higher Education.Reprinted with permission. This material may not be posted,published, or distributed without permission from The Chronicle.

How can we meet our mission?To advance the cause of Christ-centered highereducation and to help our institutions transformlives by faithfully relating scholarship and serviceto biblical truth.

How do we market and recruit forCCCU institutions in this environment?

Research goals• How have college choice factors changedsince 2000?• How are Christian colleges anduniversities viewed?• What CCCU member strengths canbe validated through research?• What are the greatest opportunities toimprove recruitment effectiveness?

Finding the right market positionMARKET DEMAND:Establish what studentswantCOMPETITION: Identify anunduplicated marketpositionCCCUPositioningPRODUCT: Verify whatCCCU schools do best

CCCU 2008 Research Components1. Undergraduate inquirers2. Parents of inquirers3. Non-inquirers4. Accepted matriculantsand non-matriculants5. Prospective transferstudents6. Current undergraduates7. Young alumni8. Guidance counselors9. Faculty and staff10.Parents of young alumni11.Church leaders12.Academic programdemand13.Competition analysis14.Predictive modelsprospect/inquiry/enrolled

Should CCCUschools be marketoriented ormission driven?

The market research revealed fourbroad themes1 2 3 4

Finding1What the marketwants from acollege educationis . . .

Four decision factors dominateRegardless of the funnel stage:• The quality of the academic program ormajor a student is interested in• Preparation for future careers• Faculty who are excellent teachers• Faculty who are well qualified in their fieldsof study

Of 17 college choice factors . . .“Quality of the academic programyou are interested in” received thehighest ratings by bothmatriculants and non-matriculants.Career preparation and quality ofmajor increased significantly inimportance over the 2000 CCCUmatriculant study.

Every major has a story

The Christian factorsAs students move through the funnel stages,importance increases for:Christian life and communityIntegration of the Christian faith and learningChristian facultyFaith commitment of fellow students

What’s most important?2000 Matriculants 2009 Matriculants1 Integration ofChristian faith andlearningQuality of academicprogram you areinterested in2 Christian atmosphere Preparation for futurecareers3 Value of education Faculty who areexcellent teachers4 Fellowship with otherChristiansFaculty who are wellqualified in their fields5 Christian faculty Availability of financialaid/scholarships

The face of America’s youth“ . . . Adolescents seem to be shifting awayfrom conventional religious beliefs.”─ National Study of Youth and Religion, 2008

How often do you attend church services?Matriculants2000Matriculants2009More than once a 54% 41%weekAbout once a week 41% 46%Once or twice a month 4% 8%A few times a year 1% 4%Never 0% 1%

The challenge“. . . you can find a Christian environment ata public college. Whether a college oruniversity is a Christian school is notimportant to me. If I went to a publicuniversity I would plan on attending aChristian student center and spend timewith other Christians.”─ Non-Matriculant who chose a four-year privatecollege or university, Christian, Male,White/Caucasian

Non-matriculants: What’s important?2000 Non-MatriculantsPreparation for futurecareersAvailability of financialaid/scholarshipsQuality of academicprogram you areinterested in2009 Non-MatriculantsAvailability of financialaid/scholarshipsQuality of academicprogram you areinterested inPreparation for futurecareers

Evaluating academic facilitiesNon-matriculants tendto consider quality ofacademic facilities aspart of the totalacademic package,while the matriculantsdo not

Teaching ability, credentials – then faithWhile faculty members are key,specifically Christian facultyranked last of the 17 itemsinquiries and their parents wereasked to rate.

Which statement most closely reflectsyour beliefs?Most Christian collegesand universities offer thesame quality of academicinstruction as stateuniversitiesChristian colleges anduniversities tend to haveweaker academics thanstate universitiesMatriculants Nonmatriculants91% 88%9% 12%

The cost factorand marketexpectations

On the whole, forinquiring students andtheir parents theexpected differentialbetween the price of aChristian college and astate university isroughly $5,000 to$8,000Price sensitivity

Price sensitivity implicationsFor each $5,000increment in tuition,students and parentsexpect about $2,000additional in financialaid in order to affordthe institution

Pricing ExampleChristian college tuition $25,000State school tuition $ 8,000Price differential $17,000Acceptable or expected pricedifferentialGap to be made up throughsignificantly enhancedmarketing or financial aid award$ 5,000 - 8,000$ 9,000 - 12,000

What isCCCU’scompetitivecontext?

Where did they go?Lost admitted CCCU students:• 38% another privatecollege/university• 38% four-year public• 21% community college• 3% other

Competition within CCCUCCCUSchoolsAll OtherOnly 6% of lost admits went to a competing CCCUinstitution

CCCU schools serve all income levelsYield Rates by Income Level70%60%50%40%30%20%10%0%Under $15K$15K to

Losing diversity to the competitorsMatriculantsNon-matriculantsAlaskan Native orAmerican Indian

Finding2We must speakto each audiencein its ownlanguage

Either/or

Statement of faith required or optional?31% 69%

Visitation or no visitation hours inresidence halls?82% 18%

College has student lifestyle regulations . . .Or not?58%42%

What do parents want?• Quality of the academicprogram a student isinterested in• Faculty who are excellentteachers and are wellqualified in their fields• Graduates get good jobs• Quality of academicfacilities

Parental influenceParents in a household where one or bothparents attended a Christian college arenot necessarily rating Christian institutionsmore highly on the things that matter mostto them.

Guidance counselors’ top threeTop criteria for recommending a school:(1) academic quality, (2) outcomes, and (3) cost.Cost ranked higher in importance for guidancecounselors than for parents of inquiries.

Communicating with the gatekeepersKeeping guidancecounselors informedabout financial aid andscholarships at CCCUschools is critical toprevent “filtering out” bycounselors of studentsthey decide can notafford a private college oruniversity.

The most important considerations fortransfer students are . . .. . . quality of intendedmajor, faculty teachingabilities and credentials,and career preparation.The factors that define aspecifically Christianenvironment are lessimportant to transferstudents than to othersurvey populations

Transfer student expectationsEnrollment officers and academic staff must worktogether to ensure flexibility in transfer studentrequirements and credit acceptance.A rigid approach that expects transfer students tosignificantly lengthen their course of studies tomeet graduation requirements will not supportenrollment growth.

The transfer marketRoughly 10 percent of the CCCU inquirypool indicates a first-choice preference forcommunity colleges, demonstrating theneed to keep in touch with this group aspotential transfer students if they do notimmediately enroll at a CCCU school.

Finding3Students, alumni,faculty, staff andadministratorspoint to CCCUstrengths

The research populationsCurrent studentsFaculty, staff, and administratorsYoung alumni (past 10 years)Parents of young alumni

Satisfaction surveying is an importantcomponent of marketing CCCU• Strengths we canpromote with integrity• Institutional weaknesseswe must address tosupport recruitment andretention

Students identified CCCU’s top strengths1. The content of the courses withinmy major is valuable2. The instruction in my major field isexcellent3. Nearly all of the faculty areknowledgeable in their field

Powerful synergy!Of top importance toCCCU inquiries1. Quality of the academicprogram you are interestedin2. Faculty who are excellentteachers3. Faculty who are wellqualified in their fields ofstudyHighly rated by CCCUstudents1. The content of thecourses within my majoris valuable2. The instruction in mymajor field is excellent3. Nearly all of the facultyare knowledgeable intheir field

Institutional Priorities Survey strengthsStrengths identified byfaculty/staff/administrators:1.Faculty care about studentsas individuals2.Nearly all of the faculty areknowledgeable in their field3.The campus is safe andsecure for all students4.Students are able toexperience intellectual growthhere5.The campus staff are caringand helpful

A notable difference of opinion“Tuition paid is a worthwhile investment”For students a “challenge”For faculty, staff, administrators a strength

In terms of currentstudent satisfaction,non-white students ratedtheir satisfaction withtheir overall experiencelower than whitestudents and were lesslikely to indicate thatthey would make thesame choice again.Diversity issues

CCCU has a great “first choice” rankingwas my . . .1st choice 71.6%2nd choice 20.1%3rd choice or lower 8.4%

The ultimate questionOverallsatisfaction?Would you do itagain?CCCUStudentsNat’l norm:4-yr privateCCCU20075.7 5.2 5.65.8 5.2 5.67-point scale, 7 = very satisfied , definitely yes

CCCU’s youngalumni speakabout theirexperiences

Spheres of CCCU alumni influenceEducation 38%Health care 13%Ministry/Church/Religious organization 11%Finance or insurance 7%Arts, entertainment or recreation 4%Information technology 4%Manufacturing 4%Scientific or technical services 4%Social assistance 4%

What CCCU alumni value mostCCCU alumni regardstudying theiracademic major in thecontext of theChristian faith andbeing able to connectfaith to learning andlife as the top reasonsfor attending aChristian college

What skills were most enhanced?I am able to write clearly and concisely.(88%)I have been provided with a foundation andcapacity for lifelong learning. (89%)I have no problems presenting my workorally. (84%)I can and do articulate a Christian worldviewin my community. (80%)

What skills were least enhanced?I can identify pertinent scientific principleswhen presented with an issue. (52%)I have sufficient math skills to function wellin my chosen profession and daily life.(55%)I feel comfortable reading technical and/orstrategic documents. (62%)I can understand debates about technicalissues, such as the environment, orcomputers. (64%)

Would you recommend your college?. . . to your own son/daughter?AnswerResponseVery likely 18%Likely 47%Somewhat likely 14%Neutral 8%Somewhat unlikely 4%Unlikely/Not at all likely 9%

Qualitative alumni commentsAlumni frequently expressed a wish thatChristian colleges were more representativeof the diverse world they enter aftergraduation.

Alumni on career servicesThe statement “Thecareer services officeat my undergraduateinstitution assisted mewith career planning/placement and jobsearch” received onlya 25% somewhat orvery satisfied rating

Overall CCCU alumni satisfactionis highAbout three in four indicated they are either“very satisfied” or “satisfied” with theiroverall education as well as the educationthey received in their major

Parents of young alumniMore than 80% of parents ofyoung alumni were satisfied withtheir child’s experience at aChristian college

Finding4Christiancolleges anduniversities needgreater outreach

What do theythink aboutChristiancolleges anduniversities?

Familiarity with Christian colleges22%35%27%30%CCCU Inquiries43%43%Not at all/slightlyfamiliarModeratelyfamiliarVery/Totallyfamiliar

Inquiries: How familiar are you withChristian colleges and universities?Type of high school attendedHomeschooledPrivateChristianPublicAll other(Catholic,Private/nonsectarian)40% 44% 20% 14%Percent saying very or totally familiar

Inquiries: How important is it to you toattend a Christian college or university?Type of high school attendedOnlyChristianChristianplusothertypesHomeschooledPrivateChristianPublic32% 18% 10% 5%All other(Catholic,Private/nonsectarian)68% 81% 88% 95%

Do you intend to apply to a Christiancollege or university?Parent attendedChristian college/universityYes 80% 58%No 12% 25%Don’t know 8% 17%Parent did notattendChristian college/university

Guidance counselors’ familiarity withCCCU schools7%22%Not at all/notvery familiarSomewhatfamiliarVery familiar71%

Christian colleges: share of mindSomewhat/very familiar:Guidance counselors* 29%Prospects 50%Inquiries 57%Parents of inquiries 61%Church leaders 94%*Specifically with CCCU

Who’smissing?

Non-inquiring prospects are viableAs identified by the Noel-Levitzpredictive model, the untapped marketpotential for CCCU schools is large.While 70% do not currently plan toattend a Christian college, two-thirdshave a sufficient level of interest in aChristian college or university toconsider them viable prospects forCCCU schools.

These prospects are “secret shopping”Although many are notvery familiar withChristian colleges anduniversities, two of everythree “prospects” hadvisited the Web site of aChristian college oruniversity

Compared withstudents who enroll atCCCU schools, theseprospects are lesslikely to preferconservativecharacteristics in acollege environment

Student search strategyFor schools doing astudent search program,the messages shouldemphasize careerpreparation, quality ofacademic programs,and well-qualifiedfaculty who are goodteachers

First-generationcollege studentsmake up nearly25% of the CCCUinquiry pool

First generation leanings• More likely than theoverall inquiry populationto be:HispanicCatholicDemocratsIncomes under $50K• More likely to rateparents as very influential• Less likely to have parenthelp with SAT/ACT prep•Late SAT/ACT takers• No friends or family whohave attended aChristian college• Rate “getting a goodjob” higher as expectedcollege outcome• Place higher value ondiversity

Outreach to church leaders47% of church leaders surveyed indicatedthat they are either moderately or veryinvolved in the college considerationprocess of their church members.A quarter said their churches includedcollege and career planning as part of theeducational curriculum.

One of the greatest paradoxesof human development is that we must makecrucial choices . . . before we have theknowledge, judgment and self understandingto choose wisely.- Daniel LevinsonLevinson, D. J. (1978). The seasons of a man's life. New York, NY: Random House Publishing (p 102).

The three big “take-aways”1. Top college choicefactors are tighteningto focus even moreheavily on academics2. CCCU members’documented strengthsalign well withmarketplace demand3. There is significantmarket potential forthose who consistentlyinvest in extendedoutreach

Discussion