high school market assessment results presentation tuesday february 12, 2013

High School Market

Assessment Results

Presentation

Tuesday

February 12,

2013

Hig

h S

chool

Mark

et

Segm

ents

Mark

et

Share

• 2008-2009 High School Graduates

• Total: 2,958

• College Going: 2,047

• CCC Enrollees: 946

• 69% College Going Rate

• 32% Market Share

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

0

1,000

2,000

3,000

4,000

5,000

6,000

Clackamas County

Clackamas County K-12 Enrollment Forecast

Hig

h S

chool S

can

Purp

ose

• 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

Purp

ose

• Personal Influencers As To What College To Attend

• Information Sources Used

• Technology Usage

• Profiles Of Students Most Likely To Attend Clackamas Community College

Meth

odolo

gy

• 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

Regio

ns

Hig

h S

chools

Repre

sente

d

• 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

Definin

g M

ark

ets

• 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

Definin

g M

ark

ets

• 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

Definin

g M

ark

ets

• 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

Definin

g M

ark

ets

• 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

Definin

g

Marke

ts14%

7%

56%

23%

First Choice

Backup

Maybe, If

No Way

Penetration Of First Choice

0.8

0.4

0.0

Penetration Of Backup

0.3

0.2

0.0

Penetration Of Maybe, If

1.0

0.6

0.2

Penetration Of No Way

0.6

0.3

0.0

Unaid

ed

Aw

are

ness

• 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

Unaid

ed

Aw

are

ness


• 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

Fam

iliarity


• 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

Fam

iliarity


• Maybe, If (44%)


• No Way (28%)


Keyw

ord

Descrip

tors O

f CC

C

• First Choice

• Big, Cheap, Convenient, Good, Helpful

• Backup

• Average, Cheap, Decent, Easier

• Maybe, If

• Local, Big, Close, Small

• No Way

• Community College, Small, Lower

• 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


• Facilities are up-to-date and welcoming – a real campus environment


• Faculty are approachable and care about students


Attitudes Toward CCC

Percent Agree/ Strongly Agree

• Clackamas Community College is respected for the quality of its academic programs and services


• Staff are extremely helpful in providing information and answering my questions


• The majority of students at Clackamas Community College are older adults


• I can get a good job after attending Clackamas Community College for two years


Attitudes Toward CCC

Percent Agree/ Strongly Agree

Descrip

tions O

f

CC

C S

tudents

• 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

Descrip

tions O

f

CC

C S

tudents

• 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

Educa

tion N

eeded

For

Care

er First

ChoiceBackup

Maybe, If

No Way

Technical Or Career Training 4.8 0.0 1.2 0.0

Some College 0.0 10.0 1.2 0.0

Two-Year College Degree (Associate)

16.7 10.0 7.1 1.4

Four-Year College Degree (Bachelor’s)

47.6 60.0 58.3 49.3

Graduate Degree 16.7 20.0 25.6 42.0

Do Not Know 14.3 0.0 6.5 4.3

Pla

nned

Enro

llment

Sta

tus

• 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

Colle

ge P

aym

ent

Pla

ns First

ChoiceBacku

pMaybe

, IfNo

Way

Financial Aid 45.2 35.0 29.3 27.5

Loans 28.6 30.0 27.5 30.4

Grants 16.7 15.0 15.6 10.1

Scholarships 54.8 65.0 66.5 71.0

Parents 40.5 45.0 47.9 59.4

Grandparents 9.5 5.0 9.6 7.2

Work And Pay As You Go 50.0 65.0 38.3 31.9

Savings 23.8 35.0 18.0 13.0

FAFS

A S

tatu

s

• First Choice

• 12% Filled Out, 52% Plan To, 7% Will Not, 29% Do Not Know What It Is

• Backup


• Maybe, If


• No Way


Work P

lans

Durin

g C

olle

ge

• 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


• 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


Transp

orta

tion P

lans

Durin

g C

olle

ge

• First Choice

• 88% Car, 19% Bus, 5% Light Rail, 0% Shuttle, 14% Bicycle/ Scooter/ Motorcycle

• Backup


• Maybe, If


• No Way


Colle

ge C

hoic

e:

Aca

dem

ic R

easo

ns First

ChoiceBacku

pMaybe

, IfNo

Way

Availability Of Particular Degree Program You Are Interested In

59.5 45.0 55.7 52.2

Availability Of Programs Which Lead Directly To Employment

40.5 35.0 45.5 33.3

Ease Of Transferring To Another College

28.6 20.0 12.6 8.7

Easy Access To Faculty 23.8 10.0 30.5 37.7

Good Chance Of Academic Success 61.9 70.0 58.7 63.8

Percent Very Important

Colle

ge C

hoic

e:

Financi

al R

easo

ns

First Choice

Backup

Maybe, If

No Way

Availability Of Scholarships 54.8 45.0 54.5 42.0

Availability Of Transportation 40.5 15.0 28.1 18.8

Can Live At Home While Attending

23.8 15.0 6.0 5.8

Low Cost Of Tuition 45.2 45.0 31.1 18.8


Colle

ge C

hoic

e:

Cam

pus

Reaso

ns

First Choice

Backup

Maybe, If

No Way

Availability Of On-Campus Housing 7.1 10.0 15.0 33.3

College Clubs And Organizations 11.9 5.0 9.0 14.5

College Sports, Athletics 21.4 15.0 22.8 31.9

Honors Program 16.7 20.0 18.0 18.8

Staff Willingness To Provide Information And Assistance

52.4 60.0 52.1 46.4


Colle

ge

Info

rmatio

nDiscussed College Plans With High School Guidance Counselor

52.4 60.0 43.7 53.6

Suggested Specific College

40.9(44% CCC)

25.0(33% CCC)

15.1(27% CCC)

24.3(11% CCC)

First Choice

Backup

Maybe, If

No Way

Information Presented About College During Middle School Or Junior High

54.8 55.0 56.3 59.4

Source Of Information

High School

Counselors

Teachers

TeachersCounselor

sTeachers

TeachersCounselor

s

Information Careers, High School Grades Needed To Attend College, Classes To Take In High

School, Importance Of College, Succeeding In High School

Pare

nta

l

Influence

• First Choice

• 69% Parents Have Helped

• 79% Parents Had Active Role

• Backup



• Maybe, If



• No Way



• Advice, Gathering Info, Take On Visits, Discuss Financial Aid, Support And Assistance, Recommending Colleges

Prefe

rred

Info

rmati

on S

ourc

es

First

ChoiceBackup

Maybe, If

No Way

Brochures On Individual Programs

73.8 85.0 73.1 72.5

Online 29.0 29.4 31.1 30.0

Printed 22.6 35.3 29.5 28.0

Does Not Matter 48.4 35.3 39.3 42.0

Campus Visits 92.9 95.0 88.0 89.9

College Fairs/ Information Nights 69.0 70.0 73.7 75.4

College Search Web Sites 85.7 85.0 69.5 71.0

College Web Sites 92.9 95.0 91.0 95.7

College Viewbook 45.2 60.0 50.9 46.4

Percent Likely To Use

Prefe

rred

Info

rmati

on S

ourc

es

First Choice

Backup

Maybe, If

No Way

E-Mail From College 64.3 70.0 73.7 68.1

Mailings To Home 71.4 85.0 74.3 76.8

Facebook 40.5 60.0 40.7 42.0

Twitter 7.1 5.0 6.6 10.1

YouTube 33.3 15.0 25.1 18.8

Newspapers 21.4 25.0 29.3 31.9

TV Or Radio Advertising 47.6 30.0 34.7 29.0

Movie Theater Ads 28.6 20.0 16.2 13.0

Percent Likely To Use

Search

For

Info

rmatio

n O

nlin

e

• Google College Name And Pull Up Site

• CollegeBoard.com

• College.com

• Google Scholar

• Naviance

• Indivia.com

• Email College

• College’s Facebook Page

Tech

nolo

gy

Acce

ss

First Choice

BackupMaybe,

IfNo Way

Use Internet Regularly 97.6 100.0 94.0 97.1

High-speed access 97.6 95.0 93.6 92.5Average hours online per week

11 8 12 12

Device Used

Desktop computer 85.4 90.0 76.9 76.1

Laptop/ netbook 75.6 70.0 73.1 71.6

Tablet/ iPad 19.5 15.0 26.3 23.9

Cell/ Smartphone 36.6 45.0 45.5 46.3

Other device 26.8 10.0 17.3 16.4

Social Networking

MySpace page 17.1 10.0 6.4 9.0

Facebook page 78.0 95.0 81.4 92.5

Twitter account 12.2 10.0 16.0 25.4

Other site 14.6 25.0 7.7 11.9

Tech

nolo

gy

Acce

ss First

ChoiceBackup

Maybe, If

No Way

Site Visited Most OftenFacebook

YouTube

Facebook

Yahoo

Facebook

YouTube

Facebook

Google

Have Cell Phone 90.5 80.0 85.4 92.8

Allow college to text information

47.4 56.3 35.7 31.3

Use Email Regularly 61.9 70.0 62.8 69.6

Would check college e-mail regularly

88.5 85.7 89.3 79.2

More likely if forwarded to personal email

84.6 92.9 81.6 72.9

Radio

Usa

ge

First Choice

BackupMaybe,

IfNo

Way

Favorite Radio Station

100.3 KKRZ

95.5 KXTG

104.1 KFIS

100.3 KKRZ

107.5 KXJM

100.3 KKRZ

107.5 KXJM

Do not listen 4.9 30.0 6.7 4.3

No favorite 29.3 30.0 24.4 29.0

Tele

visi

on U

sage

First Choic

e

Backup

Maybe, If

No Way

Favorite Television Show

The Big Bang

Theory/ The

Walking Dead/

Two And A Half Men

The Office

Psych

Dr. Who/ Pretty Little Liars

Do not watch 7.3 0.0 5.5 5.9 No favorite show 22.0 35.0 28.7 30.9Preferred Way To Watch Television

Time of broadcast

37.9 69.2 54.1 44.2

Recorded 31.0 23.1 31.2 39.5 Download or watch online

3.4 7.7 13.8 7.0

Aca

dem

ic

Chara

cteristics

First

ChoiceBackup

Maybe, If

No Way

Average Grades A’s 12.2 15.0 26.8 36.8 A’s and B’s 39.0 35.0 49.8 51.5 B’s 4.9 5.0 4.9 2.9 B’s and C’s 29.3 35.0 17.1 8.8 C’s 12.2 10.0 2.4 0.0 D’s or lower 2.4 0.0 0.0 0.0Enrolled In Honors/ AP Classes

43.9 60.0 53.7 64.7

Enrolled In College Classes

48.8 45.0 41.5 38.2

SAT Or ACT Taken Have taken 17.1 35.0 15.9 29.4 Plan to take 61.0 65.0 80.5 69.1 Do not plan to take 22.0 0.0 3.7 1.5

Dem

ogra

phic

C

hara

cteri

stic

s

First Choic

e

Backup

Maybe, If

No Way

Average Age 16 16 16 16Ethnic Background Of Respondent

Caucasian/ White 85.4 85.0 87.2 83.8 Asian/ Pacific Islander

0.0 10.0 4.3 10.3

Hispanic/ Spanish/ Latino

4.9 5.0 3.0 5.9

American Indian 2.4 0.0 0.6 0.0 Multiracial 4.9 0.0 3.7 0.0Grade Freshman (9) 14.3 10.0 25.1 26.1 Sophomore (10) 16.7 15.0 21.6 23.2 Junior (11) 26.2 35.0 30.5 24.6 Senior (12) 42.9 40.0 22.8 26.1Gender Male 69.0 65.0 56.9 46.4 Female 31.0 35.0 43.1 53.6

Pare

nta

l C

hara

cteri

stic

s

First

ChoiceBacku

pMaybe,

IfNo

Way

Highest Level Of Education Of Mother

Less than high school

4.9 0.0 2.4 2.9

High school 26.8 15.0 23.2 8.8 Some college 17.1 20.0 14.6 8.8 Two-year degree 22.0 20.0 14.6 13.2 Four-year degree 14.6 30.0 24.4 39.7 Graduate degree + 4.9 10.0 8.5 19.1 Do not know 9.8 5.0 12.2 7.4Highest Level Of Education Of Father

Less than high school

4.9 0.0 4.3 1.5

High school 26.8 20.0 25.6 13.2 Some college 7.3 10.0 10.4 5.9 Two-year degree 19.5 0.0 9.8 2.9 Four-year degree 29.3 55.0 28.0 42.6 Graduate degree + 0.0 5.0 11.0 23.5 Do not know 12.2 10.0 11.0 10.3

High School Scan:

Issues To Address

Issues To

Addre

ss

• 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

Issues To

Addre

ss

• 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

Issues To

Addre

ss

• 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

Issues To

Addre

ss

• 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

Issues To

Addre

ss

• Connect With High School Students Through Extracurricular Activities

• Strengthen The Clackamas Community College Message Of “Student Success” With The High School Influencers

QUESTIONS?

high school market assessment results presentation tuesday february 12, 2013

Documents

clackamas high school

oregon city high school

canby high school

colton high school

molalla high school

estacada high school

salle high school

milwaukie high school