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South County Community Scan Results Purpose Measure And Evaluate Perceptions Of Cuesta College And Alternative Higher Education Providers Southern Portion Of San Luis Obispo County Determine Attendance Potential In The Southern Portion Of San Luis Obispo County

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purpose
Purpose
  • Measure And Evaluate Perceptions Of Cuesta College And Alternative Higher Education Providers
    • Southern Portion Of San Luis Obispo County
  • Determine Attendance Potential In The Southern Portion Of San Luis Obispo County
    • College, Job Training And Continuing Education
purpose3
Purpose
  • Identify How Various Market Segments In The Southern Portion Of San Luis Obispo County Obtain Information About Colleges
    • How To Communicate With Them
community scan methodology
Community Scan Methodology
  • 400 Households By Telephone Resulting In A 95% Reliability And +4.9% Error
  • Sample Frame
    • South County Zip Codes Only
    • Hispanic Population Matches County
    • Eliminated 18 To 50 Age Parameter To Encompass Continuing Education Potential
  • 15 To 20 Minutes Each
  • November 12 To 28, 2007
south county defined
South County Defined
  • Arroyo Grande 93420 (36%)
  • Arroyo Grande 93421 (2%)
  • Avila Beach 93424 (2%)
  • Grover Beach 93433 (15%)
  • Grover Beach 93483 (1%)
  • Nipomo 93444 (22%)
  • Oceano 93445 (6%)
  • Oceano 93475 (1%)
  • Pismo Beach 93448 (1%)
  • Pismo Beach 93449 (13%)
unaided recall
Unaided Recall
  • Cal Poly (66%)
  • Cuesta College (21%)
  • Allan Hancock College (11%)
familiarity
Familiarity
  • Cal Poly (88%)
  • Cuesta College (64%)
  • Allan Hancock College (46%)
availability of higher education opportunities in area
Availability Of Higher Education Opportunities In Area
  • 38% Very Satisfied
  • 39% Satisfied
  • 12% Neither Satisfied Nor Dissatisfied
  • 10% Dissatisfied
  • 2% Very Dissatisfied
    • Rationale For Dissatisfaction: Money (Cost High, No Money), Too Hard To Get Into (Cal Poly), Classes Not Local, Higher Degrees Not Available
past educational attendance
Past Educational Attendance
  • 29% Cuesta College
    • North County Center (3%)
    • Main Campus (80%)
    • Arroyo Grande (14%)
    • Nipomo (3%)
  • 35% Adult Education
  • 30% Allan Hancock College
  • 24% Cal Poly
  • 2% Chapman University, Literacy Council
class taken by college
Class Taken By College
  • Cuesta College
    • General Education (18%), Computers (10%), ESL (4%), Varied General Education Classes
    • Arroyo Grande
      • Computers (24%), ESL (18%), General Education (12%)
    • Nipomo
      • ESL (50%), Computers (25%), General Education (25%)
class taken by college13
Class Taken By College
  • Adult Education
    • Computers (19%), Spanish (8%), ESL (4%), Varied Continuing Education Classes
  • Allan Hancock College
    • Computers (8%), General Education (12%), Spanish (5%), Liberal Arts Transfer Classes
  • Cal Poly
    • Engineering (8%), Bachelor’s Degree Classes, Liberal Arts
current college attendance
Current College Attendance
  • 7% Currently Attending College
    • Allan Hancock College (43%)
    • Cuesta College (22%)
    • Cal Poly (14%)
    • Others
      • Butte College, Gemological Institute Of America, Indiana Wesleyan University, Stanford University
current college attendance15
Current College Attendance
  • Program Areas
    • Business (11%), General Education (7%)
    • Varied Continuing Education And Liberal Arts Classes
  • Class Format
    • 75% On-Site
    • 7% Online
    • 14% Both
current college attendance16
Current College Attendance
  • Educational Goal
    • 50% Taking Courses
    • 50% Seeking Degree
      • 29% Certificate
      • 29% Associate Degree
      • 29% Bachelor’s Degree
      • 7% Master’s Degree
      • 7% Graduate Degree
interest in college
Interest In College
  • Interested In Attending College (44%)
    • 31% Enroll In A Class
    • 21% Seek Or Finish College Degree
      • 43% Bachelor’s Degree
      • 20% Associate Degree
      • 17% Master’s Degree
    • 32% Take Classes To Upgrade Job Skills
    • 18% Change Careers Or Begin New Career
potential college enrollees programs of interest
Potential College EnrolleesPrograms of Interest
  • Computers, Education, Nursing
    • Business, Accounting, Construction, Culinary, Engineering, English, ESL, General, Language, Law, Literature, Medical, Psychology, Real Estate, Spanish, Welding
college preferred
College Preferred
  • College Most Likely To Enroll
    • Cuesta College (33%)
    • Allan Hancock (24%)
    • Cal Poly (15%)
    • Do Not Know (10%)
enrollment and employment
Enrollment And Employment
  • Enrollment Planned
    • Part-Time (87%)
    • Full-Time (9%)
  • Employment Plans
    • Work Full-Time (51%)
    • Work Part-Time (26%)
    • Will Not Work (20%)
potential college enrollees credit courses class times preferred
Potential College Enrollees Credit CoursesClass Times Preferred
  • Morning (31%)
  • Afternoon (27%)
  • Evening (52%)
  • Weekend (28%)
believability of personal sources
Graduates Of College (94%)

College Employees (90%)

Instructors/ Faculty (90%)

Current Students (81%)

Business People (79%)

Coworkers (77%)

College President (75%)

High School Teachers (74%)

Employer (72%)

High School Guidance Counselor (72%)

High School Student (28%)

Most Believable

Instructors/ Faculty (28%)

Graduates Of College (16%)

High School Guidance Counselors (12%)

Current Students (11%)

Believability Of Personal Sources
preferred information source
Preferred Information Source
  • Go To College’s Web Site (44%)
  • Visit The College (36%)
  • Call The College (10%)
  • Go To A College Fair (4%)
  • Mail A Request (3%)
interest in continuing education
Interest In Continuing Education
  • Interested In Continuing Education Classes (73%)
  • Enrollment Goal
    • Fun (10%)
    • Personal Interest (15%)
    • Fun And Personal Interest (75%)
continuing education market segment programs of interest
Continuing Education Market SegmentPrograms of Interest
  • Art, Arts, Ceramics, Computers, Cooking, Foreign Languages, History, Horticulture, Landscaping, Literature, Music, Photography, Physical Education, Psychology, Science, Sewing, Spanish, Welding
enrollment preferences
Enrollment Preferences
  • Most Likely To Enroll
    • Closest To Home (72%)
    • Closest To Work (6%)
    • Does Not Matter (22%)
continuing education class times preferred
Continuing EducationClass Times Preferred
  • Morning (38%)
  • Afternoon (32%)
  • Evening (38%)
  • Weekend (28%)
    • Friday (24%)
  • Weekend (28%)
    • Saturday (96%)
  • Weekend (28%)
    • Sunday (32%)
location preferences all respondents
Location PreferencesAll Respondents
  • Most Convenient Location To Attend Class Or Event
    • Arroyo Grande (68%)
      • Close
    • Nipomo (20%)
    • Main Campus (9%)
  • Closest To Your Residence
    • Arroyo Grande (71%)
    • Nipomo (22%)
    • Main Campus (6%)
location preferences
Location Preferences
  • Choice To Attend For Classes
    • Arroyo Grande (58%)
      • Close, Close To Home, Live There, Safer
    • Nipomo (20%)
      • Close To Home, Live Here, Newer
    • Main Campus (13%)
location preferences31
Location Preferences
  • Would Still Attend Nipomo Even If Arroyo Grande Preferred Location
    • Yes (72%)
      • Interest In College Classes (78%)
      • Interest In Continuing Education (76%)
      • If I Had Interest In Class, Not Too Far, Still Close, Depends On Class
    • No (28%)
      • Rationale For No: Too Far Away, Distance, Do Not Like Area, Gas Prices, No Transportation, Not Familiar With Area
location preferences32
Location Preferences
  • Would Still Attend Arroyo Grande Even If Nipomo Preferred Location
    • Yes (93%)
      • Interest In College Classes (91%)
      • Interest In Continuing Education (94%)
    • No (7%)
      • Rationale For No: Gas Prices, Too Far
children in home
Children In Home
  • School Age Children In Home (24%)
    • Preschool (20%)
    • Elementary (53%)
    • Junior High (28%)
    • High School (38%)
college attendance
College Attendance
  • Expect Children Will Attend College (91%)
    • Encourage Children To Attend Cuesta College
      • 40% Very Likely
      • 42% Likely
        • Rationale For Encouraging Children: Close To Home, Good College, Good Start, Local
      • 9% Unlikely
      • 7% Very Unlikely
        • Rationale For Not Encouraging Children: Allan Hancock Is Closer, Want Them To Go To A University
college attendance35
College Attendance
  • Cuesta College Location Preferred for Children
    • 47% Main Campus
    • 33% Arroyo Grande
    • 15% Nipomo
    • 4% North County Center
computer usage
Computer Usage
  • Computers At Home
    • Interest In College Classes (86%)
    • Interest In Continuing Education (88%)
  • Internet Access At Home
    • Interest In College Classes (81%)
    • Interest In Continuing Education (83%)
educational background
Interest In College Classes

Less Than High School (7%)

High School (15%)

High School + Some College (18%)

Associate Degree (12%)

Bachelor’s Degree (32%)

Master’s Degree Or Higher (12%)

Interest In Continuing Education

Less Than High School (5%)

High School (12%)

High School + Some College (18%)

Associate Degree (11%)

Bachelor’s Degree (32%)

Master’s Degree Or Higher (17%)

Educational Background
employment
Interest In College Classes

Full-Time (55%)

Part-Time (16%)

Self-Employed (4%)

Not Employed (24%)

Tuition Reimbursement (36%)

40% Full

42% Partial

Interest In Continuing Education

Full-Time (35%)

Part-Time (13%)

Self-Employed (7%)

Not Employed (44%)

Tuition Reimbursement (32%)

42% Full

47% Partial

Employment
demographics
Interest In College Classes

Average Age – 46

Marital Status

Married (68%)

Single/ Divorced (24%)

Ethnicity

White (63%)

Hispanic (25%)

Spanish Spoken At Home (12%)

Interest In Continuing Education

Average Age – 56

Marital Status

Married (65%)

Single/ Divorced (23%)

Ethnicity

White (76%)

Hispanic (16%)

Spanish Spoken At Home (8%)

Demographics
demographics40
Interest In College Classes

Annual Family Income

11% < $25,000

27% $25,000 - $49,999

16% $50,000 - $74,999

15% $75,000 - $99,999

12% $100,000 - $149,999

7% $150,000 +

60% Female

Interest In Continuing Education

Annual Family Income

12% < $25,000

25% $25,000 - $49,999

16% $50,000 - $74,999

17% $75,000 - $99,999

11% $100,000 - $149,999

8% $150,000 +

65% Female

Demographics
issues to address
Issues To Address
  • Market Exists In South County For Both Credit And Noncredit Courses
    • Credit Programming
      • General Education (Transfer), Business, Accounting, Construction, Culinary, Engineering, English, ESL, Language, Law, Literature, Medical, Psychology, Real Estate, Spanish, Welding
    • Noncredit Programming
      • Art, Arts, Ceramics, Computers, Cooking, Foreign Languages, History, Horticulture, Landscaping, Literature, Music, Photography, Physical Education, Psychology, Science, Sewing, Spanish, Welding
issues to address43
Issues To Address
  • Class Format
    • Evening Lecture Classes, Hybrid, Online
  • Marketing
    • Direct Mail And Web Site
  • Location
    • Arroyo Grande