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K a n n o n. Agenda. A Introduction B National and Marketplace Trends C Higher Education Trends D Instructional Faculty Trends E Colleges in Transition F Ferrum College G Ferrum Freshman Segmentation H Enrollment Competitive Set I Operations. F.

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    1. K a n n o n Agenda A Introduction B National and Marketplace Trends C Higher Education Trends D Instructional Faculty Trends E Colleges in Transition F Ferrum College G Ferrum Freshman Segmentation H EnrollmentCompetitive Set I Operations F Confidential information of Ferrum College. FER105F.PPT - CEK

    2. Ferrum College … Introduction • Ferrum College was founded in 1913 as Ferrum Training School, and became a private four-year college in 1976. 1913Founded as Ferrum Training School 1936Evolved into a two-year junior college 1976 Offered its first four-yearbaccalaureate degree 1942 Received official accreditationas a junior college Source: Ferrum College, 2001

    3. Ferrum College … Introduction • Ferrum College is a co-educational, private four-year college affiliated with the United Methodist Church. • Ferrum College is accredited with the Southern Association of Colleges and Schools. • Ferrum currently offers 36 majors in the following five divisions: • Language, Literature, Philosophy, and Religion • Life Sciences • Business and Economics • History, Political Science, and the Arts • Social Science

    4. Ferrum College … Introduction • This chapter profiles Ferrum College, paying particular attention to: • Enrollment Trends • Freshman Class Characteristics • Perceptions of Ferrum College

    5. Ferrum College … Introduction • The following pages compare Ferrum College to total U.S. institutions, as well as all private four-year colleges. • Ferrum College competes with a variety of colleges and universities (as shown in Chapter G of this baseline). As such, it is important to see how Ferrum compares with all higher education institutions across the county. • However, given that Ferrum College is a private four-year college, it seems equally important to compare Ferrum to this sub-segment of higher education institutions.

    6. Ferrum College … Enrollment Trends • Undergraduate enrollment for private four-year colleges has grown at a compound rate of about 1% annually from 1990 to 2000, and is expected to increase to nearly three million students by 2010. Total Undergraduate Full-time Enrollment, 1990 to 2010(e) Millions Total Institutions Private Four-yearColleges Compound Annual Growth 1990-2000 2000-2010 • Total Institutions 0.9% 1.5% • Private Four-year Colleges 1.0% 1.7% Source: National Center for Education Statistics, 2000

    7. Ferrum College … Enrollment Trends • Full-time undergraduate enrollment in Virginia has remained fairly steady over the last ten years. Virginia Undergraduate Full-time Enrollment, 1990 to 2000 Thousands Compound Annual Growth 1990-2000 • Virginia Undergraduate 0.3% Source: National Center for Education Statistics, 2000

    8. Ferrum College … Enrollment Trends • Full-time enrollment at Ferrum College decreased nearly 3% a year from 1990 to 2000. Ferrum College Undergraduate Full-time Enrollment, 1990 to 2000 Compound Annual Growth 1990-2000 • Ferrum College -2.6% Source: Ferrum College, 2001

    9. Ferrum College … Enrollment Trends • Undergraduate enrollment is increasingly become more female, with nearly six out of ten private college students projected to be female by 2010. Total Undergraduate Full-time Enrollment, by Gender, 1990 to 2010 Female Male Total Institutions Private Four-year Colleges Source: National Center for Education Statistics, 2000

    10. Ferrum College … Enrollment Trends • However, currently only about four out of ten Ferrum College students is female. Ferrum College Undergraduate Full-time Enrollment, by Gender, 1990 to 2000 Female Male Total Female Undergraduates: 469 429 342 Total Male Undergraduates: 674 593 534 Source: Ferrum College, 2001

    11. Ferrum College … Enrollment Trends • Ferrum College applications have decreased over the last several years, while the percent of admissions to applications has increased. Ferrum College Applications and Admissions, 1996 to 1999 ApplicationsCAGR, 1996-1999:-4.4% Offers of AdmissionCAGR,1996-1999:-1.7% Percent Admissionsto Applications: 74% 79% 82% 81% Source: Ferrum College, 2001

    12. Percent Matriculatedto Admitted: 35% 32% 41% 40% Ferrum College … Enrollment Trends • During the same period of time, matriculation rates have increased. Ferrum College Admitted and Matriculated Freshman, 1996 to 1999 AdmittedCAGR, 1996-1999:-1.7% MatriculatedCAGR,1996-1999:2.6% Source: Ferrum College, 2001

    13. Northeast 33 (4%) South 856 (95%) Midwest 7 (1%) West 3 (<1%) Ferrum College … Enrollment Trends • About 95% of Ferrum College freshman are from southern U.S. states. Regional Distribution of Ferrum College Freshman, 2000 Source: Geographic and Geodemographic Analysis for Ferrum College, College Marketing Technologies, Inc, 2000

    14. Ferrum College … Enrollment Trends • Not surprisingly, Ferrum College attracts a higher percentage of freshman from Virginia; Florida is the next largest source of students. States Generating a Significant Percentage of Ferrum College Matriculated Students, 2000(1) Percent ofU.S. Students(2): 2% 5% 2% 3% Note(1): Includes only those states representing 2% or greater of matriculating students for years 1998 to 2000. Note(2): Represents percent of U.S. population 14 to 17 years old. Source: Geographic and Geodemographic Analysis for Ferrum College, College Marketing Technologies, Inc, 2000

    15. Ferrum College … Enrollment Trends • Additionally, Ferrum College’s Primary Drawing Area, which consists of 29 Virginia counties and independent cities, accounts for nearly four out of ten matriculating students. Distribution of Ferrum College Matriculants, by Drawing Area, 2000* Note*: Definitions of the drawing areas are included on the next page. Source: Geographic and Geodemographic Analysis for Ferrum College, College Marketing Technologies, Inc, 2000

    16. Ferrum College … Enrollment Trends Definitions of Ferrum College Drawing Areas, 2000 Source: Geographic and Geodemographic Analysis for Ferrum College, College Marketing Technologies, Inc, 2000 FER105F10.xls

    17. Ferrum College … Enrollment Trends • Over one-half of all enrolling Ferrum College freshman traveled over 100 miles to attend school, a higher percentage than either total institutions or private four-year college freshman. Distance Traveled to Attend College, 2000 Total Institutions Private Four-year Colleges Ferrum College Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    18. Ferrum College … Enrollment Trends • A greater percentage of Ferrum freshman are likely to have applied to multiple colleges than the total and private four-year college populations. Number of Colleges to Which Applied by Freshman, 1990 to 2000 6 or more 4 to 5 2 to 3 1 college Total Institutions Private Four-year Colleges Ferrum College Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    19. Ferrum College … Enrollment Trends • Ferrum College enrolling freshman appear to have been accepted by fewer colleges than total and private four-year college freshman. Number of Colleges Admitted by Freshman, 1995* Note*: Data not available for 2000. Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F15.xls

    20. Ferrum College … Enrollment Trends • Ferrum College undergraduate costs are lower than the average private four-year college costs, but higher than total institutions overall. Average Undergraduate Tuition, Fees, and Room and Board, 2000 Source: National Center for Education Statistics, 2000; Ferrum College, 2001

    21. Ferrum College … Enrollment Trends • Fewer Ferrum College freshman attend their first choice college than total and private four-year college freshman overall. Freshman Ranking of College Attending, 1990 to 2000 Third or Less Second First Total Institutions Private Four-year Colleges Ferrum College Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    22. Ferrum College … Enrollment Trends • Ferrum College is the first choice college for about one-half of all entering freshman's parents. Ferrum College Freshman Ranking of College Attending, Students vs. Parents, 2000 Third or Less Second First Source: Parent Expectations Survey, Ferrum College, 2001

    23. Ferrum College … Enrollment Trends • By gender, Ferrum College is the first choice among more Ferrum College freshman females than males. Ferrum College Freshman Ranking of College Attending, by Gender, 2000 Third or Less Second First Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    24. Total Institutions Private Four-year Colleges Ferrum College Ferrum College … Enrollment Trends • Although modest influencers of college choice, family and guidance counselors were cited by more Ferrum College freshman than total and private four-year college freshman overall. Influencers of College Choice, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    25. Total FerrumCollege Freshman Ferrum College Freshman, Male Ferrum CollegeFreshman, Female Ferrum College … Enrollment Trends • Family appears to be an influence on college choice to slightly more Ferrum College freshman males than females. Ferrum College Freshman Influencers of College Choice, by Gender, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    26. Ferrum College … Enrollment Trends • Focusing on college selection criteria, fewer Ferrum College freshman cited the college’s academic reputation compared to both total and private four-year college freshman. Freshman Top College Selection Criteria, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F16.xls

    27. Ferrum College … Enrollment Trends • Fewer Ferrum College freshman cited Ferrum graduates getting good jobs or going on to graduate programs as a top selection criteria than total and private four-year college freshman. Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F16.xls

    28. Ferrum College … Enrollment Trends • Fewer Ferrum College freshman cited receiving a merit-based scholarship as a top selection criteria than total and private four-year college freshman. Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F16.xls

    29. Ferrum College … Enrollment Trends • However, more Ferrum College freshman cited the size of the college and the financial aid packages received than total freshman overall; this was in line with private four-year college freshman. Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F16.xls

    30. Ferrum College … Enrollment Trends • More Ferrum College freshman cited Ferrum’s special education programs as a selection criteria than both total and private four-year college freshman. Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F16.xls

    31. Ferrum College … Enrollment Trends • Looking at selection criteria by gender, fewer male Ferrum freshman cited the college’s academic reputation, getting good jobs, or going on to graduate programs than total and private four-year college freshman males. Male Freshman Top College Selection Criteria, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F17.xls

    32. Ferrum College … Enrollment Trends • The same was true among female Ferrum College freshman. Female Freshman Top College Selection Criteria, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F18.xls

    33. Ferrum College … Enrollment Trends • Additionally, fewer female Ferrum College freshman cited receiving a merit-based scholarship than total and private four-year college female freshman. Female Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F18.xls

    34. Ferrum College … Enrollment Trends • More Ferrum College freshman males cited the size of the college and the financial aid packages received than total male freshman overall; this was in line with private four-year college freshman males. Male Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F17.xls

    35. Ferrum College … Enrollment Trends • More Ferrum College freshman males cited special education programs and receiving need-based or athletic scholarships than total and private four-year college freshman males overall. Male Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F17.xls

    36. Ferrum College … Enrollment Trends • More Ferrum College freshman females cited the college’s size and special education programs, as well as financial aid offered, than total and private four-year college freshman females overall. Female Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F18.xls

    37. Ferrum College … Enrollment Trends • More Ferrum College freshman males cited not being offered financial aid by their first choice college or not being accepted by any other college than both total and private four-year college freshman males overall. Male Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F17.xls

    38. Ferrum College … Enrollment Trends • Not being accepted elsewhere was also cited by more Ferrum freshman females than total and private four-year college freshman females overall. Female Freshman Top College Selection Criteria, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F18.xls

    39. Ferrum College … Enrollment Trends … Summary • To summarize Ferrum College enrollment trends: • Undergraduate enrollment for private four-year colleges has grown at a compound rate of about 1% annually from 1990 to 2000; however, full-time enrollment at Ferrum College decreased nearly 3% a year during the same time period. • Undergraduate enrollment is increasingly become more female, with nearly six out of ten private college students projected to be female by 2010; however, currently only about four out of ten Ferrum College students are female. • Ferrum College applications have decreased over the last several years, while the percent of admissions to applications has increased. However, during the same period of time, matriculation rates have increased. • About 95% of Ferrum College freshman are from southern U.S. states; a higher percentage of freshman are from Virginia, with Florida the second largest source of students. • A greater percentage of Ferrum freshman are likely to have applied to multiple colleges than the total and private four-year college populations.

    40. Ferrum College … Enrollment Trends … Summary • Summary (continued): • Ferrum College enrolling freshman were accepted by fewer colleges than total and private four-year college freshman overall. • Fewer Ferrum College freshman attend their first choice college than total and private four-year college freshman overall. Ferrum College is the first choice college for about one-half of all entering freshman's parents. • By gender, Ferrum College is the first choice among more Ferrum College freshman women than men. • Fewer Ferrum College freshman cited the college’s academic reputation as a top selection criteria, compared to both total and private four-year college freshman. Fewer Ferrum freshman cited getting good jobs or going on to graduate programs as a top selection criteria, or receiving a merit-based scholarship than total and private four-year college freshman. • However, more Ferrum College freshman cited Ferrum’s special education programs as a selection criteria than both total and private four-year college freshman.

    41. Ferrum College … Freshman Class Characteristics • Now let us look at Ferrum College freshman class characteristics. • Enrollment Trends • Freshman Class Characteristics • Perceptions of Ferrum College

    42. Ferrum College … Freshman Class Characteristics • Asked why they decided to go to college, freshman overall cited learning about things of interest as their top reason. Reasons for Deciding to Go to College, 2000 Total Institutions • Learn about things of interest 77% • Get training for a specific career 72% • Get a better job 72% • Make more money 70% • Gain a general education 65% • Prepare for graduate/professional school 57% • Improve reading/studying skills 41% • Become a more cultured person 41% • Parents wanted to me go 36% • Get away from home 21% Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000

    43. Ferrum College … Freshman Class Characteristics • More Ferrum freshman cited getting a better job, improving reading/study skills, because their parents wanted them go, or to get away from home compared to total and private four-year college freshman overall. Ferrum College Freshman Reasons for Deciding to Go to College, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F01.xls

    44. Ferrum College … Freshman Class Characteristics • By gender, more Ferrum College freshman males also cited wanting to improve study skills, to get away from home, or because their parents wanted them to go than total and private four-year college male freshman. Male Ferrum College Freshman Reasons for Deciding to Go to College, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F01.xls

    45. Ferrum College … Freshman Class Characteristics • However, fewer Ferrum College freshman females cited wanting to get away from home than total and private four-year college female freshman. Female Ferrum College Freshman Reasons for Deciding to Go to College, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F01.xls

    46. Ferrum College … Freshman Class Characteristics • Across a variety of attributes, considerably fewer Ferrum College freshman rated themselves above average in academic abilities … Ferrum College Freshman Factors Rated Self Above Average, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F02.xls

    47. Ferrum College … Freshman Class Characteristics • … however, more Ferrum College freshman rated themselves above average in their popularity than total and private four-year freshman overall. Ferrum College Freshman Factors Rated Self Above Average, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F02.xls

    48. Ferrum College … Freshman Class Characteristics • By gender, this was also true among the Ferrum College freshman male population. Male Ferrum College Freshman Factors Rated Self Above Average, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F02.xls

    49. Ferrum College … Freshman Class Characteristics Male Ferrum College Freshman Factors Rated Self Above Average, 2000 (continued) Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F02.xls

    50. Ferrum College … Freshman Class Characteristics • Fewer female Ferrum College freshman rated themselves above average in academic abilities … Female Ferrum College Freshman Factors Rated Self Above Average, 2000 Source: The American Freshman: National Norms, American Council on Education, 1990 to 2000 FER105F02.xls