cccu critical concerns conference tampa 2003 cccu market research 101 january 16, 2003

CCCUCCCUCritical Concerns Critical Concerns

ConferenceConferenceTampa 2003Tampa 2003

CCCU Market Research 101

January 16, 2003

Formal ResearchFormal Research

“Attitudinal Study of Prospects, “Attitudinal Study of Prospects, Inquirers, Parents of Inquirers, Non-Inquirers, Parents of Inquirers, Non-

matriculants, and Matriculants”matriculants, and Matriculants”

Conducted in 1986 and again in 2000 Conducted in 1986 and again in 2000 for the CCCUfor the CCCU

Goals of the WorkshopGoals of the Workshop

Explain the goals of the research

Brief description of methodology

Summarize highlights of findings

Recommendations from Maguire Associates

Goals of the ResearchGoals of the Research Gain longitudinal perspective of the college search

process Monitor shifts since 1986 in family priorities in

making college choices Track changes in the overall image of Christian

colleges and universities since 1986 Assess market perceptions of the quality of Christ-

centered colleges in 1986 and today Determine how families define value in education Provide “big picture” themes and identify the most

powerful messages to portray what is distinctive about Christian colleges and universities

Research AudiencesResearch Audiences

Rising Juniors

Rising Seniors

High School

Graduates 2002 2001 2000

Prospects Inquirers/

Parents Inquirers/ Parents

Admitted Students

1986 Prospects

1986 Inquirers

5

““We know these things for sure.”We know these things for sure.”

The college search is starting earlier for families. The use and influence of the Web represents a

major change in market behavior. Public universities are major competitors of

Christian colleges and universities. The phrase “liberal arts” is not helpful in clarifying

image or communicating value. The Christian mission plays a major role in the

college decision-making process.

““We know these things for sure.”We know these things for sure.” Because of its perceived fragmentation, a Christian

campus experience is an underdeveloped building block of the Christian identity.

Prospective students have concerns about the relationship between the Christian influence and intellectual life.

Academic excellence is intertwined with preparation for the future.

Parents are more involved in the college search in the CCCU market.

Perceptions of value are shaped by impressions of an institution’s ability to offer tangible outcomes and cultivate character development.

Research Highlights:Research Highlights:Timing for Admissions Timing for Admissions MarketingMarketing

Prospective students are beginning the search process earlier, many before the junior year in high school.

Parents are starting even earlier.

6.0%

21.0%

8.8% 8.8%

27.4%

18.0%

28.2%

21.0%19.6%

17.1%

3.5%5.9% 5.8%

2.4%

0

10

20

30

40

50

Before FreshmanYear

Before FreshmanYear

During SophomoreYear

Before mid-pointof J unior Year

Spring of J uniorYear

Summer afterJ unior Year

Fall of Senior Year

Inquirers Parents of Inquirers

Timing of College Search (2000)Timing of College Search (2000)

Research Highlights:Research Highlights:Use of Information SourcesUse of Information Sources

Personal contacts and printed materials are the most popular sources of information.

The campus visit is the most powerful recruitment tool at all stages of the search.

Parents are more influential in the college search than typically seen in the college-bound student marketplace.

(Very Influential)

(Not at All Influential)

3.49 3.493.34

3.41 3.44

1

2

3

4

5

Prospects Inquirers Parents ofInquirers

Non-Matriculants

Matriculants

Parents’ Influence in Choice of Parents’ Influence in Choice of College/University (2000)College/University (2000)

Research Highlights:Research Highlights:Use of Information SourcesUse of Information Sources

Most prospective students are using the Web at all levels of the college search.

Students think of email and chat rooms as “personal” communications.

Use of SourceUse of Source

93.0%

7.0%

80.7%

18.9%

94.9%

4.7%

51.8%47.3%

0

20

40

60

80

100

Printed materials The Internet Personalcontacts

Personalcommunicationvia e-mail/chat

rooms

Yes No

Research Highlights:Research Highlights:2000 and 1986 Comparisons2000 and 1986 Comparisons

The CCCU colleges and universities are somewhat more visible in 2000 than they were in 1986.

The overall image of the CCCU colleges and universities has improved slightly in academic quality.

Quality-of-life issues emerged as the most positive feature of the CCCU schools in 1986 and in 2000.

(TotallyFamiliar)

(Not at All Familiar)

1.79 1.972.42

2.733.08

3.34 3.283.53

1

2

3

4

5

Prospects Inquirers Non-Matriculants Matriculants

1986 2000

Familiarity with Christian Familiarity with Christian Liberal ArtsLiberal Arts Colleges and Universities Colleges and Universities

(1986 vs. 2000)(1986 vs. 2000)

Research Highlights:Research Highlights:“Big Picture” Image Issues“Big Picture” Image Issues

Students have a narrower and less positive view than their parents of a Christian educational experience.

Christian-related issues affect prospective students’ decisions throughout the admissions funnel.

Research Highlights:Research Highlights:“Big Picture” Image Issues“Big Picture” Image Issues

The concept of the liberal arts is not well-understood by the CCCU market.

Top negatives focus on concerns about small size and a sheltered, protected environment.

Research Highlights:Research Highlights:Academic Quality Image IssuesAcademic Quality Image Issues

Prospective students and their parents think about specific majors and future outcomes when they measure academic quality.

Prospective students tend to assume the CCCU colleges and universities lack academic rigor and intellectual freedom.

An all-Christian faculty is less appealing to prospective students than to their parents.

Research Highlights:Research Highlights:Student Life Image IssuesStudent Life Image Issues

Prospective students have a “siloed” image of student life on Christian campuses.

Prospective students are becoming increasingly interested in:Personal growthDevelopment of moral characterCommunity service

Research Highlights:Research Highlights:Student Life Image IssuesStudent Life Image Issues

Impressions of social life become more influential at the enrollment decision stage.

Understanding of the integration of faith and living as well as faith and learning evolves; it is not immediately grasped by prospective students.

Research Highlights:Research Highlights:Financial IssuesFinancial Issues Prospective students tend to think about

“sticker price;” parents about net cost.

Perceptions of value are closely linked to academic quality, preparation for the future, and character development.

Parents want evidence of the marketability of the degree and personal growth.

Research Highlights:Research Highlights:Competitive Positioning IssuesCompetitive Positioning Issues

Among prospects, top competitors tend to be public universities.

Among inquirers, there is a shift toward private universities.

Among accepted students, they hone in on Christian colleges and universities.


Comparative CCCU assets are:Spiritual growth and spiritual character of

fellow studentsAcademic quality of studentsOverall quality of educationAcademic reputationPreparation for careers


Comparative CCCU liabilities are:CostRecreational opportunities


Prospect to inquirer conversions are stimulated by positive impressions of:Opportunities for spiritual growthSpiritual characteristics of fellow students


Inquirer to accepted student conversions are stimulated by positive impressions of:Overall quality of educationSocial life

Cost was the only feature of Christian colleges and universities that was not perceived more positively by matriculants.

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.

Academic QualityAcademic Quality

Theme: A high-quality education in a secular world. Introduces the Christian focusPositions against public and private secular

competitorsAcknowledges concerns about invasion of

voiceless/faceless worldCan convey freedom of intellectual inquirySets foundation for integration of faith and

learning

Christian-centered CommunityChristian-centered Community

Theme: A close-knit, Christian community that emphasizes character development and spiritual growth.Highlights character developmentDistinguishes spiritual growth opportunitiesEnhances appreciation for valueDevelops understanding of integration of

faith and living

Future OrientationFuture Orientation

Theme: Preparation for life as well as a living.Addresses interest in careersAdvances concept of development of

whole personProvides foundation for moral and spiritual

lifestyleRaises the bar for definition of success

Financial InvestmentFinancial Investment

Theme: The value proposition.Create a succinct statementFold in essential elements of first three

hallmark statementsWrite to parent audienceConnect to cost discussions at all times

Short-term Strategies:Short-term Strategies:Admissions MarketingAdmissions Marketing

Begin direct marketing efforts to prospective students early.

Build communications flows based on the first point of contact, not the calendar.

Develop a parent communications plan. Offer a service orientation to early inquirers. Anticipate the composition of the competition set at

each stage of the admissions funnel in developing strategic communications.

Short-term Strategies:Short-term Strategies:Admissions MarketingAdmissions Marketing

Be bold in defining the uniqueness of the Christian experience, but use “cascading” language.

Monitor the effectiveness of on-campus visits at all stages of the recruitment cycle.

Increase emphasis on all dimensions of the social experience, especially at the acceptance stage.

Short-term Strategies:Short-term Strategies:Communications/PRCommunications/PR

Use the hallmark themes from the research to develop a distinctive institutional identity.

Prepare a signature statement that both captures the institutional identity and supports the CCCU organization.

Develop a definition of academic quality that best describes the institution.

Short-term Strategies:Short-term Strategies:Communications/PRCommunications/PR

Create a distinctive, multi-dimensional description of student life at the institution.

Write a value proposition that augments the signature statement.

Mid-term Strategies:Mid-term Strategies:Admissions MarketingAdmissions Marketing

Collect tangible examples of academic quality from the community: Challenge Student, faculty, and alumni achievements Positive changes in student profiles

Emphasize faculty commitment to the development of the whole person.

Present evidence of quality and faculty commitment at all stages of the recruitment cycle.


Demonstrate how students get “real world” experiences while still enrolled.

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


Collect tangible evidence of outcomes.

Talk about value in terms of investment in preparation for future careers, character development, and preparation for leading responsible and fulfilling lives.

Advance families’ understanding of net cost.

Bring new technological systems to the financial aid process.

Mid-term Strategies:Mid-term Strategies:Communications/PRCommunications/PR

Adapt the CCCU hallmark themes to develop institutional communications that apply to all key stakeholder audiences.

Choose a consistent institutional “look” to be used for all constituencies.

Use the CCCU logo to add visibility to the organization.

Mid-term Strategies:Mid-term Strategies:Communications/PRCommunications/PR

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

Align personal growth with spiritual development to distinguish the Christian environment.

Long-term Strategies:Long-term Strategies:Admissions MarketingAdmissions Marketing

Develop awareness among prospective students and their parents of the larger community of Christian colleges and universities.

Continue to develop electronic recruitment vehicles and strategies.

Seek compatible organizations for hyperlinking opportunities.

Long-term Strategies:Long-term Strategies:Communications/PRCommunications/PR

Strengthen the bond between the CCCU and the institution for coordinated promotion of a Christian education.

Increase the public’s perception of the overall value of a Christian education.List long-term, value-added benefitsLink social life and social responsibility

Short-term Strategies:Short-term Strategies:Campus Team ActivitiesCampus Team Activities

Develop student and faculty profiles to be used for various outreach activities.Advantages of Christian facultyPortrayal of whole person (students and

faculty)

Develop a unique description of the intimacy and the atmosphere of the campus community.

Mid-term Strategies:Mid-term Strategies:Campus Team ActivitiesCampus Team Activities

Begin re-allocating resources toward the Web and other electronic communications.

Make careful decisions about which print media should be continued.

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

Long-term Strategies:Long-term Strategies:Campus Team ActivitiesCampus Team Activities

Create a distinctive set of messages for campus-wide communication of the institution’s approach to the liberal arts.

Develop an ongoing institutional strategy for communicating the concepts of:Faith and learningFaith and living

cccu critical concerns conference tampa 2003 cccu market research 101 january 16, 2003

Documents

cccu slide

research highlights

cccu market research

cccu colleges

timing of college search

use of source slide

research audiences

christian influence