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High School Market Assessment Results

Presentation Tuesday February 12, 2013. High School Market Assessment Results. High School Market Segments. 2008-2009 High School Graduates Total: 2,958 College Going: 2,047 CCC Enrollees: 946 69% College Going Rate 32% Market Share. Market Share.

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High School Market Assessment Results

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  1. Presentation Tuesday February 12, 2013

    High School Market Assessment Results

  2. High School Market Segments
  3. 2008-2009 High School Graduates Total: 2,958 College Going: 2,047 CCC Enrollees: 946 69% College Going Rate 32% Market Share Market Share
  4. Clackamas County K-12 Enrollment Forecast
  5. High School Scan
  6. Image Of Clackamas Community College Students’ Attitudes Toward Attending Clackamas Community College Competitors In The Market Factors Important To A High School Student When Choosing A College To Attend Purpose
  7. Personal Influencers As To What College To Attend Information Sources Used Technology Usage Profiles Of Students Most Likely To Attend Clackamas Community College Purpose
  8. 300 High School Student Interviews 95% Reliability And ± 5.7% Error Selected Zip Codes Across Service Area Data Collection Telephone Interviews, Parental Permission Then Student Permission January 3 To 24, 2012 Methodology
  9. Regions
  10. Alliance Charter Academy, Canby High School, Clackamas High School, Clackamas Web Academy, Colton High School, Country Christian School, Estacada High School, Gladstone High School, La Salle High School, Milwaukie High School, Molalla High School, North Clackamas Christian School, Oregon City High School, Oregon City Service Learning Academy, Rex Putnam High School, West Linn High School, Wilsonville High School, Others High Schools Represented
  11. First Choice (14.1%) Listed CCC As First Choice For College To Attend Reasons Why CCC Get Basics Or Prerequisites Cost (Affordable Or Cheap) Nursing Program Close To Home Can Transfer To University/ Get Into Four-Year Defining Markets
  12. Backup (6.7%) First Choices University Of Oregon, Oregon State University Listed CCC As Second To Fourth Choice To Attend Reasons Why Location Cheaper Get Basics And Transfer Defining Markets
  13. Maybe, If (56%) First Choices Oregon State University, Do Not Know, University Of Oregon Did Not List CCC But Noted They Might Attend When Asked Reasons For Considering CCC If Cannot Get Into Or Afford First Choice College Get Two Years Of Four-Year Degree Local And Cheaper Defining Markets
  14. No Way (23%) First Choices Oregon State University None/ Do Not Know Nothing Would Change Mind About CCC Reasons Why Would Not Attend Want A Four-Year Have Not Heard Much About It Does Not Have Program I Want Defining Markets
  15. Defining Markets
  16. Penetration Of First Choice 0.8 0.4 0.0
  17. Penetration Of Backup 0.3 0.2 0.0
  18. Penetration Of Maybe, If 1.0 0.6 0.2
  19. Penetration Of No Way 0.6 0.3 0.0
  20. Unaided Awareness Clackamas Community College (37%) First Choice (86%) Oregon State University (7%), George Fox University, Portland State University, University Of Oregon Backup (55%) Oregon State University (15%), University Of Oregon, Portland State University, Warner Pacific College
  21. Unaided Awareness Clackamas Community College (37%) Maybe, If (32%) Oregon State University (21%), University Of Oregon, Portland State University No Way (12%) Oregon State University (28%), Portland State University, University Of Oregon
  22. Familiarity Clackamas Community College (50%) First Choice (93%) Oregon State University (31%), Portland State University, University Of Oregon Backup (80%) University Of Oregon (30%), Oregon State University (30%), Portland State University
  23. Familiarity Clackamas Community College (50%) Maybe, If (44%) Oregon State University (45%), University Of Oregon, Portland State University No Way (28%) Oregon State University (54%), University Of Oregon, Portland State University
  24. Keyword Descriptors Of CCC First Choice Big, Cheap, Convenient, Good, Helpful Backup Average, Cheap, Decent, Easier Maybe, If Local, Big, Close, Small No Way Community College, Small, Lower
  25. Attitudes Toward CCC Clackamas Community College gives me a good chance of academic success 90% First Choice, 95% Backup, 82% Maybe, If, 63% No Way It is located close to my home 95% First Choice, 95% Backup, 92% Maybe, If, 85% No Way Prepares students to transfer and be successful at a four-year college or university 86% First Choice, 100% Backup, 82% Maybe, If, 81% No Way Facilities are up-to-date and welcoming – a real campus environment 86% First Choice, 84% Backup, 74% Maybe, If, 60% No Way Faculty are approachable and care about students 76% First Choice, 74% Backup, 65% Maybe, If, 52% No Way Percent Agree/ Strongly Agree
  26. Attitudes Toward CCC Clackamas Community College is respected for the quality of its academic programs and services 81% First Choice, 90% Backup, 76% Maybe, If, 56% No Way Staff are extremely helpful in providing information and answering my questions 69% First Choice, 74% Backup, 62% Maybe, If, 46% No Way The majority of students at Clackamas Community College are older adults 48% First Choice, 42% Backup, 33% Maybe, If, 42% No Way I can get a good job after attending Clackamas Community College for two years 67% First Choice, 32% Backup, 44% Maybe, If, 29% No Way Percent Agree/ Strongly Agree
  27. Descriptions Of CCC Students First Choice Just Out Of High School, Only Needs Two-Year Degree, Plan On Transferring, Can’t Afford University, Not A Great GPA, Lower Income, GED, Slackers, Want To Change Vocations Backup Older, Hardworking, Looking For Cheap Education Close To Home, Technical Or Associate Degree, Learn A Quick Trade, Low Academic, Wants To Get Pre-requisites
  28. Descriptions Of CCC Students Maybe, If Not Ready/ Can’t Afford Four-Year, Undecided, Stay Close To Home, Go Directly To Job, Intelligent, Smart, Hardworking, Looking For A Future, Creative, Independent No Way Can’t Afford State College, Do Not Have The Grades, Did Not Do Well In HS, Less Fortunate, GED, Party Animal, Not Academically Ready, Undecided, Basics First
  29. Education Needed For Career
  30. First Choice 58% Full-Time 37% Part-Time Backup 84% Full-Time 16% Part-Time Maybe, If 73% Full-Time 15% Part-Time No Way 98% Full-Time 0% Part-Time Planned Enrollment Status
  31. College Payment Plans
  32. FAFSA Status First Choice 12% Filled Out, 52% Plan To, 7% Will Not, 29% Do Not Know What It Is Backup 20% Filled Out, 60% Plan To, 10% Will Not, 10% Do Not Know What It Is Maybe, If 8% Filled Out, 49% Plan To, 11% Will Not, 32% Do Not Know What It Is No Way 14% Filled Out, 45% Plan To, 10% Will Not, 30% Do Not Know What It Is
  33. Work Plans During College First Choice 7% Will Not, 41% Less Than 20 Hours, 36% 21 To 30 Hours, 5% 31 To 40 Hours, 12% Do Not Know Backup 15% Will Not, 20% Less Than 20 Hours, 40% 21 To 30 Hours, 5% 31 To 40 Hours, 20% Do Not Know Maybe, If 8% Will Not, 33% Less Than 20 Hours, 23% 21 To 30 Hours, 5% 31 To 40 Hours, 1% More Than 40 Hours, 30% Do Not Know No Way 7% Will Not, 51% Less Than 20 Hours, 14% 21 To 30 Hours, 3% 31 To 40 Hours, 24% Do Not Know
  34. Transportation Plans During College First Choice 88% Car, 19% Bus, 5% Light Rail, 0% Shuttle, 14% Bicycle/ Scooter/ Motorcycle Backup 85% Car, 15% Bus, 5% Light Rail, 0% Shuttle, 20% Bicycle/ Scooter/ Motorcycle Maybe, If 77% Car, 18% Bus, 2% Light Rail, 1% Shuttle, 25% Bicycle/ Scooter/ Motorcycle No Way 67% Car, 13% Bus, 4% Light Rail, 0% Shuttle, 36% Bicycle/ Scooter/ Motorcycle
  35. College Choice: Academic Reasons Percent Very Important
  36. College Choice: Financial Reasons Percent Very Important
  37. College Choice: Campus Reasons Percent Very Important
  38. College Information
  39. Parental Influence First Choice 69% Parents Have Helped 79% Parents Had Active Role Backup 80% Parents Have Helped 81% Parents Had Active Role Maybe, If 72% Parents Have Helped 82% Parents Had Active Role No Way 83% Parents Have Helped 88% Parents Had Active Role Advice, Gathering Info, Take On Visits, Discuss Financial Aid, Support And Assistance, Recommending Colleges
  40. Preferred Information Sources Percent Likely To Use
  41. Preferred Information Sources Percent Likely To Use
  42. Search For Information Online Google College Name And Pull Up Site CollegeBoard.com College.com Google Scholar Naviance Indivia.com Email College College’s Facebook Page
  43. Technology Access
  44. Technology Access
  45. Radio Usage
  46. Television Usage
  47. Academic Characteristics
  48. Demographic Characteristics
  49. Parental Characteristics

  50. High School Scan:Issues To Address

  51. Issues To Address Examine The Money Budgeted For Marketing And Explore Avenues To Increase The Budget For Direct Mail To Develop Marketing Campaigns For The High School Market
  52. Issues To Address Create A Direct Mail Marketing Campaign Aimed At The Parents Of High School Students In The Service Area Of Clackamas Community College Develop A Formalized Plan For Positioning The College As The “Go To” College For Information On Financial Aid
  53. Issues To Address Explore The Feasibility Of Adding Financial Aid TV To The Clackamas Community College Web Site And Marketing It As A Resource Tool For Potential College Students In The Region Refine The Messaging To The High School Market On Transfer Opportunities To Four-year Colleges And Universities
  54. Issues To Address Explore The Development Of A Transfer Services Center Expand The Summer Class Schedule To Recruit More Guest Students Allow High School Students (And Community Members) To Sit In On A Class Once During The Semester
  55. Issues To Address Connect With High School Students Through Extracurricular Activities Strengthen The Clackamas Community College Message Of “Student Success” With The High School Influencers
  56. QUESTIONS?
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