CCCU New England Workshop Next Steps Presentation July 11-12, 2002.

CCCUCCCUNew England WorkshopNew England Workshop

Next Steps Presentation

July 11-12, 2002

Goals of the WorkshopGoals of the Workshop

Update research with “hot-off-the-presses” findings

Review recommended check list of progress to date

Highlight areas for next steps

Hallmark Themes for the CCCUHallmark Themes for the CCCU

Academic Quality: A high-quality education in a secular world.

Christian-centered Community: A close-knit, Christian community that emphasizes character development and spiritual growth.

Future Orientation: Preparation for life as well as a living.

Financial Investment: The value proposition.

New 2002 Research:New 2002 Research:Implications for the CCCUImplications for the CCCU

MethodologyMethodology On-line survey Partnership with FastWeb Data collected in March 2002 Sample: FastWeb database of students Over 73,000 high school seniors surveyed Recruited via e-mail Screened to be sure (1) senior in high school and (2)

thinking about attending college in the next year or two Incentive: Entered into a drawing for a $500 scholarship Follow-up survey with students was conducted in June

2002 (data is currently being processed)

1.2%

1.2%

1.4%

1.4%

1.5%

1.9%

2.5%

2.9%

4.9%

5.5%

12.1%

17.3%

21.0%

23.4%

0% 5% 10% 15% 20% 25%

Episcopalian

Assemblies of God

Buddhist

Churches of Christ

Pentecostal

Latter Day Saint (Mormon)

Jewish

Presbyterian

Lutheran

Methodist

Baptist

Christian - Not listed

Roman Catholic

None

Religion – Top MentionsReligion – Top Mentions

Preliminary Data

Religious TrendsReligious Trends

The voices of prospective students who are Christian are well-represented in this database.

Increase in percentage of “none” responses to request for religious preference.

Increase in competitive advantage within a smaller market share.

Decrease in competitive advantage at the prospect development stage.

Implications for Christian-Implications for Christian-oriented Recommendationsoriented Recommendations

Use language about Christian orientation even more carefully at the prospect and inquirer stages.

Connect character development and personal growth even more assertively to the Christian value system.

Appeal to parents to diminish the chances that their son or daughter will be impacted by growth in secularism.

Have the events of September 11Have the events of September 11thth changed your mind in changed your mind in terms of (1) the schools to which you appliedterms of (1) the schools to which you applied

or (2) the rankings of your preferences or (3) both?or (2) the rankings of your preferences or (3) both?

2.6%

3.0%

4.4%

88.0%

2.0%

0% 25% 50% 75% 100%

Not sure

No change

Yes, changed bothschools and rankings

Yes, changedpreference rankings

Yes, changed schoolsonly

7.6% say “yes”

Preliminary Data

No91.9%

Yes5.4%

Not sure2.7%

Have the events of September 11Have the events of September 11thth affected affectedyour preferred institution?your preferred institution?

Preliminary Data

Impact on College SearchImpact on College Search

Remarkably little impact of the 9/11 tragedy upon the choice set of prospective students.

Post-May 1st follow-up survey will provide the information needed to determine if choices remained stable.

10.5%

9.5%

7.8%

11.7%

17.2%

22.1%

21.2%

0% 10% 20% 30% 40% 50%

> 10 hours by car

5-10 hours by car

4-5 hours by car

3-4 hours by car

2-3 hours by car

1-2 hours by car

< 1 hour by car

Ideally, how far from your permanent home Ideally, how far from your permanent home would your college/university be?would your college/university be?

Geographic LocationGeographic LocationPreliminary Data

The Pull Toward HomeThe Pull Toward Home

Travel distance has become a larger issue, with prospective students indicating a desire to stay closer to home.

Because the ordering of college choices has not been significantly affected, distance from home does not appear to have become an overriding issue.

Geographic LocationGeographic Location

Which of the following best reflects the setting of the school you would most prefer to attend?

Rural community

or small town

15.6%

Large town to medium

city63.1%

Major city21.3%

Where would you most like to go to school?

1.2%

6.1%

6.1%

7.1%

12.6%

19.9%

20.9%

26.2%

0% 25% 50% 75%

Outside the U.S.

Northwest

Mid-Atlantic

Southwest

West

Midwest

South

Northeast

Preliminary Data

Marketing Geographic LocationMarketing Geographic Location

Christian colleges and universities in suburbs and rural areas have an opportunity to capitalize on a potential move away from major cities.

Christian schools within smaller or safer cities should bring attention to the “best of both worlds” – vast resources and relative safety.

State of the U.S. EconomyState of the U.S. Economy

3.60

2.90

1 2 3 4 5

What influence do you think yourperceptions of the state of the U.S.economy will have on your choice of

college or university you will attend? (B)

How concerned are your parents andyou about the state of the U.S.

economy? (A)

Scale A: 1 = Extremely Concerned and 5 = Not at All ConcernedScale B: 1 = Will Heavily Influence Choice and 5 = Will Not at All Influence Choice

Preliminary Data

Economic ForcesEconomic Forces

The economy is currently of greater concern to families than the events of 9/11.

Early communications about financial aid resources and counseling are of paramount importance in the foreseeable future.

Careful examination of current funding practices is a top priority.

Eleven of the 20 characteristics tested receiveEleven of the 20 characteristics tested receivean overall mean rating above 4.0:an overall mean rating above 4.0:

4.00

4.04

4.04

4.06

4.07

4.09

4.09

4.14

4.16

4.40

4.47

1 2 3 4 5

Preparation for Graduate/Professional School

Availability of Financial Aid to Meet Need

Campus Safety and Security

Availability of Particular Programs

Total Costs (tuition, room & board and other expenses)

Academic Reputation

Quality of Faculty

Academic Facilities (Library, Computers, Etc.)

Campus Atmosphere

Value of Education (combination of quality & cost)

Quality of Major

Scale: 1 = Not at All Important to 5 = Extremely Important

Preliminary Data

Seven of the 20 characteristics tested receiveSeven of the 20 characteristics tested receivean overall mean rating between 3.0 and 4.0:an overall mean rating between 3.0 and 4.0:

3.08

3.17

3.20

3.48

3.49

3.67

3.90

1 2 3 4 5

Access to a City

Diversity of StudentBody

Prestige of college oruniversity

Area SurroundingCampus

Geographic Location

Sense of CampusCommunity

Merit-BasedFinancial Aid


Preliminary Data

Two of the 20 characteristics tested receiveTwo of the 20 characteristics tested receivean overall mean rating below 3.0:an overall mean rating below 3.0:

2.52

2.75

1 2 3 4 5

Parents' Preference

Study Abroad Option


Preliminary Data

Shifts in PrioritiesShifts in Priorities

The quality of a specific major (more than overall reputation) continues to be a top priority. Get information about specific majors in the hands

of inquirers. Provide linkages on the Web site to relevant

departments, students, and alumni.

Campus atmosphere has continued importance. Accelerate efforts to develop a fuller image of

campus life. Provide more details about provisions for student

safety.

Changes in PrioritiesChanges in Priorities

Access to a city is laden with new concerns since 9/11, offering new opportunities to some campuses and challenges to others. For urban campuses and suburban campuses

near a large city:–Address safety concerns even more assertively–Have explanations of evacuation plans immediately

available–Clarify relationship of campus to city

For rural campuses:–Market advantages of bucolic location–Emphasize accessibility to home

Changes in PrioritiesChanges in Priorities

Study abroad programs are affected negatively by the economy, by concerns about air travel, and by an overall pull toward home. Place emphasis on safety in off-campus programs. Clarify the financial structure of study abroad

opportunities.–Financial aid?

–Additional or equivalent costs? Connect study abroad experience to preparation

for the future.

Progress to DateProgress to DateChecklistChecklist

Progress to Date: Check ListProgress to Date: Check List

Start direct mail contacts earlier. Build a communications plan from the point of

contact, not the calendar. Adapt hallmark themes to institution’s distinctive

character. Develop a definition of academic quality that fits

the institution. Review word choices re: Christian mission at

prospect and inquiry levels.

Progress to Date: Check ListProgress to Date: Check List

Send specific information about majors to inquirers. Develop an electronic communications plan. Monitor campus visits and design programs for

each stage of the college search. Establish a communications flow with parents. Write a signature statement and a value

proposition.

Next Steps:Next Steps:Mid-term StrategiesMid-term Strategies

Hallmark Themes for the CCCUHallmark Themes for the CCCU

Academic Quality: A high-quality education in a secular world.

Christian-centered Community: A close-knit, Christian community that emphasizes character development and spiritual growth.

Future Orientation: Preparation for life as well as a living.

Financial Investment: The value proposition.

Strengthening Academic Strengthening Academic ReputationReputation

Create a way to communicate the institution’s approach to the liberal arts.

Collect tangible examples of academic quality (students, faculty, and alumni) from the community.

Provide prospective student access to faculty (in person, via correspondence or phone, electronically).

Building Appreciation of an Building Appreciation of an Integrated CommunityIntegrated Community

Develop messages describing Christian fellowship on campus and its impact on all aspects of student life.

Illustrate ways students work together in Christian and community service activities.

Relay how the institution fosters the development of the whole person and of character; then link these concepts to spiritual development.

Connecting to the FutureConnecting to the Future

Demonstrate ways that students get “real world” experience while still enrolled. Include study abroad, off-campus internships, and

community service activities

Collect tangible evidence of outcomes. Graduate school acceptances First jobs Career successes Contributions to society

Link the liberal arts and life success.

Coordinating Marketing and Coordinating Marketing and CommunicationsCommunications

Adapt the hallmark themes to apply to all key stakeholder audiences.

Create a standards guide for the “look” of all communications (print and electronic).

Build a depth and breadth Web site for admissions marketing and for other key audiences.

Establishing a Solid Financial Establishing a Solid Financial Foundation Foundation

Determine the institution’s ideal enrollment. Calculate total revenue potential, current total

revenue, discount rate, and NTR. Compare enrollment yields of:

need-based financial aid recipients, financial aid applicants without aid, no-need merit award recipients, and full pay students who did not apply for aid.

Seek more effective aiding strategies to reach full enrollment.

Advancing Institutional Buy-inAdvancing Institutional Buy-in

Share the CCCU research results with public relations, communications, and admissions marketing staffs at all levels. Then put the research to work: Present findings to senior staff, faculty, and

trustees Conduct an internal communications audit Apply research to all forms of communication

Benefiting from the CCCUBenefiting from the CCCU

Strengthen the bond between the CCCU and the membership for coordinated promotion of a Christian education. Use the CCCU logo to add visibility to the

community of Christian colleges and universities. Hyperlink to the programs, services, and people

of the CCCU. Seek leadership from the CCCU for increasing the

public’s awareness of the distinctive value of a Christian education.

Target Target MarketsMarkets

Target MarketsTarget Markets

Parents Males versus females High-ability students versus “bread-and-

butter” candidates versus others Students who attend church more than once

per week versus once per week versus less than once per week

ParentsParents

Prospective students gave even higher ratings to their parents’ role than parents did themselves.

Parents have a propensity to look at the big picture.

They attach higher priorities to the special opportunities provided by a Christian education.

They see a stronger linkage between academics and faith.

Financial aid plays a more dominant role in defining cost considerations.

43.5%

16.5%

24.5%

7.7%

1.6%

1.6%

0.0%

0.6%

8.8%

27.4%

28.2%

19.6%

3.5%

5.8%

21.0%

8.8%

18.7%

21.0%

17.1%

5.9%

0.4%

17.4%

31.9%

9.1%

10.7%

18.0%

4.3%

6.1%

0 10 20 30 40 50

Fall of Senior Year

Summer after Junior Year

Spring of Junior Year

Before mid-point of JuniorYear

During Sophomore Year

Before Sophomore Year

Before Freshman Year

Inquirers Parents of Inquirers Non-Matriculants Matriculants

ParentsParents

Member Recommendations:Member Recommendations:

Craft a communications flow for parents, based on the messages on the research.

Send a series of personalized letters. Concentrate on communicating the benefits

of integrating academics and a Christian-based community from the outset.

ParentsParents


Create separate agendas for parents and students for on-campus events.

For parents: Making the case for value Faculty – Who they are Continuation of family values Financial planning Safety and security Career counseling and services

ParentsParents


Provide evidence of investment value: Job placement records Lists of companies that visit the campus

each year to recruit students Holistic success stories

GenderGender Demographic profiles of the men and women are

remarkably consistent. Market behavior was also quite consistent.

Same starting points for the college search Similar patterns for how long they have known

about Christian colleges and universities Use of similar sources of information Levels of awareness of, and appreciation for,

Christian colleges and universities

GenderGender

At the prospect and inquirer stages: Men rate “recreational athletic facilities”

and “varsity athletics” as significantly more important

Male prospects gave a lower priority to “preparation for future careers.”

GenderGender

Male inquirers: A liberal arts education is a lower priority

Admitted men: Not as price sensitive Less focused on certain community issues

Recommendations for MenRecommendations for Men

Use direct marketing initiatives to get males and their parents involved in the college search earlier.

Communicate with males in follow-ups to the direct mail initiative.

Evolve to messages about continuing the Christian values.

Recommendations for MenRecommendations for Men

Alert male inquirers who express an interest in any form of athletics to activities on campus through email communications. Increase retention of “at-risk” population Promote the opportunities of the geographic area Invite to sports events

Include testimonials from men on campus Showcase the best sports and recreational facilities

for tours, publications, and on-line media.

Academic AbilityAcademic Ability

Representation of top students increases between the prospect and matriculant stages of the admissions funnel.

Late arrivals to a Christian education are not the strongest students.

The use of information sources is relatively consistent across categories of student quality.

Academic AbilityAcademic Ability

Students in top 10% indicated a higher level of familiarity with Christian institutions.

Parents are seen as more influential by high-ability matriculants.

Best statements for high-ability students mirror the aggregate results.

Academic Ability Academic Ability


Carry the hallmark themes into any direct marketing initiatives intended for high-ability audiences.

Use the message themes about integrating faith and learning, fostering family values, and spiritual growth.

Begin the cultivation of high-ability students through direct marketing to high school sophomores.

Academic Ability Academic Ability


Include communications with parents in the recruitment plan for high-ability students.

Take steps to identify high-ability students early.

Enlist strong students to call high-ability candidates at the application stage of the admissions process.

Frequency of Church Frequency of Church AttendanceAttendance Pockets of prospects who attend church

more often can be found in the Southeast and the Midwest.

The length of time students have known about Christian colleges and universities and when they began the college search are not linked to their church attendance.

Frequency of Church Frequency of Church AttendanceAttendance The biggest shift in how students designate

their religious status takes place between the prospect and inquirer stages of the admissions funnel.

Tracing just those who attend church most often reveals a rise in Evangelical Christians (from 54% inquirers to 82% matriculants).

The most promising market for recruitment is the dedicated churchgoer.

14.8%

30.5%

94.1%

39.4%

64.4%

96.8%

60.1%

75.1%

100%

0

20

40

60

80

100

Church less thanonce a week

Church once a week Church more thanonce a week

Prospects Inquirers Non-Matriculants

Frequency of Church AttendanceFrequency of Church Attendance


Collect information about immediate family, relatives, and friends who are graduates of Christian colleges and universities on response cards.

Use this information to establish communications with and among prospective students, friends who are graduates of Christian institutions, and the college or university.

Continue to cultivate early interest through churches and youth groups.

Consider providing financial incentives for student involvement in community service.

Attend to the language used in describing the Christian experience, especially among less-frequent churchgoers.



Create hyperlinks on the Web with affiliated churches and youth groups.

Reach out to the parents of prospects who are actively involved with their churches.



““Give me the freedom of a tight Give me the freedom of a tight strategy.”strategy.”

Norman BerryNorman Berry

CCCU New England Workshop Next Steps Presentation July 11-12, 2002.

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