S.W.O.T.

Analysis of online and focus group results

Spring, 2005

What should a S.W.O.T. do?

Provide overall direction for strategic planning

Put planners in touch with constituents

Serve as a guide, not a prescription

Maintain, build and leverage strengths

Remedy or exit weaknesses

Prioritize and optimize opportunities

Counter threats

Online surveys to:

Faculty (111)

Staff (118)

Alumni (278)

Parents (37)

Community Advisory focus groups in:

Broward (2)

Jupiter (1)

Port St. Lucie (1)

Results of Student Surveys (6,000)

Survey of Admitted Students who did not Enroll (504)

Questions for online survey and focus groups:

What are the top three things that FAU does well?

What should FAU preserve at all costs?

Who are FAU’s chief competitors?

What does FAU do better than its competitors?

What does the competition do better, that FAU should be doing?

What three things should FAU address immediately to improve?

What does FAU do poorly?

What directions should FAU avoid taking in the future?

What do people outside of FAU see as its strengths?

What do people outside of FAU see as its weaknesses?

What opportunities could FAU take advantage of in the next five years?

What is changing in the environment that could adversely affect FAU?

= Most frequently cited

= Often cited

= Commonly cited

= Occasionally cited

= Seldom or never cited

STRENGTHS

Alumni Faculty Staff ParentsAdmitted,

not enrolled Community Students

Student Focus

Groups

High Quality Education

Variety and flexibility of course offerings

Faculty and Staff

Class Size

Accessibility/Multi-Campus Structure

Location

Campus Environment

Low Cost

Diversity

Library Services

Student Services

Athletic Programs

Community Outreach (Lifelong Learning)

Partnership with Community Colleges

Leadership, Innovation and Vision

Employment Benefits

Advising by Faculty

Computer Services

Registration

Respondent Type

STRENGTHS

“Operates as a continuous learning organization.” - Alumni

“Keeps parents well informed about student progress.” - Parents (specifically referencing Dr. Jennifer Bebergal, Director, Office of Retention)

“Offers a great variety of educational programs. - Staff

“Smaller size makes students feel an integral part of the school.” - Parents

“Provides lifelong learning for older adults.” - Alumni

“FAU provides great benefits for employees.” - Staff

“Diversity of student population.” - Faculty

“Provides second chance for non-traditional students.” - Faculty

“Excellent education at an affordable price.” - Alumni

“Quality of instruction for the Honors College is a strength.” – Student Focus Groups

= Most frequently cited = Occasionally cited

= Often cited = Seldom or never cited

= Commonly cited

WEAKNESSES

Alumni Faculty Staff ParentsAdmitted,

not enrolled Community Students

Student Focus

Groups

Communication

Marketing and Advertising

Low Admissions/Academic StandardsAvailability and Scope of programs and courses

Responsiveness to workforce needs

Availability of Distance Learning Courses

Research Presence

Physical Plant

Campus Life (limited)

Parking/Traffic

Food Services

Housing

Multi-Campus Structure

Faculty and Staff Salaries and Benefits

Customer Service

Student Services

Cost/inadequacy of financial aid

Strategic Planning

Fundraising

Freshman Advising

Respondent Type

WEAKNESSES

“Many people pass the buck from department to department. They do not take ownership of helping solve the student’s problem. We are not pleasant to each other, no less the students. Some people have the terrible attitude that students are a bother and keeping them from their work.” - Staff

“FAU creates a poor experience for commuter students.” - Alumni

“Marketing. Get the word out about research and unique discoveries and assets at this university.” “Market night courses as fun, educational, social and networking opportunities, as well as tools for advancing in corporate world.” - Alumni

“Needs to make classes more available – times, days, campuses.” - Staff

“… I am dismayed at the lack of academic skills of some students, almost all of whom are transfers from community colleges. Some of these students are woefully unprepared for college, and they need more than a writing/tutoring center. … On average, especially on the Davie campus, I can expect that 25% or more of my students can barely read and write. Many of these students are trying their best, but it’s a tremendous challenge when their academic skills are so poor. As a result, I have to ‘dumb down’ my teaching. ...” - Faculty

“If you are going to maintain the partner campus structure have the infrastructure and commitment to preserve it.” - Student Focus Groups, Davie Campus

= Most frequently cited

= Often cited

= Commonly cited

= Occasionally cited

= Seldom or never cited

COMPETITORS Respondent Type

Alumni Faculty Staff ParentsAdmitted,

not enrolled Community

Student Focus

Groups

FIU, UCF and USF 26%

UF and FSU 12%

Nova Southeastern 2%

Other private colleges 3%

Community colleges 14%

Distance learning providers

For Profit

COMPETITORS

“There are no serious competitors, which is why FAU has grown so quickly and with so few demands for quality, effectiveness, thoughtfulness or common sense…” “We lack the quality and reputation to be competitive outside of our region.” - Faculty

“For the poorly prepared, and/or geographically bound students we overwhelmingly attract, we face little if any competition.” - Faculty

“’Competition’ is the wrong word. All educational institutions serve a purpose. What is FAU’s niche? What can it do best?” - Community Advisory Group

“The question should be – who is our competition nationwide, not just in the Southeastern part of Florida. We must think bigger. If we see FIU, Nova, BCC, PBCC, etc. as out main competition, then we will perform at that level. We must assume UF, FSU, Miami, etc. are the schools we are up against in Florida – and if we want to move forward and become a top-tier program – we need to compete with the best in the nation.” - Alumni

= Most frequently cited

= Often cited

= Commonly cited

= Occasionally cited

= Seldom or never cited

Opportunities

Alumni Faculty Staff Parents Community

Student Focus

Groups

Scripps

Partner with business, industry and government

Build a multipurpose stadium

Distance learning

Diversity of South Florida

Location and climate

Multi-campus structure

Use of technology

Take advantage of location for programming

Thriving economy

Lifelong Learning

Population growth in service area

Local community relations - fundraising opportunities

Respondent Type

OPPORTUNITIES

“FAU does not seem integrated well into its surrounding community. Relationships with business and government could make a great difference in the existing programs. … Local corporations could sponsor a host of components from scholarships to paid internships to transition students from the classroom to the boardroom.” - Alumni

“FAU could take increasing advantage of high-speed internet by offering more content-rich and enhanced online or web-based course offerings. Online courses and degree programs are gaining wider acceptance in the business community – especially those programs offered by universities such as FAU that have solid academic reputations.” - Alumni

“FAU should have a literacy/learning center for adults and children to receive expert advice from professors and where professors can research and learn from their clients.” - Faculty

“We should be developing fundable proposals for Homeland Security and related programs. … We do not have any type of Middle Eastern or Arabic studies program. We do not have a strong Criminal Justice or other counter terrorist program. Why?” - Staff

“The Port St. Lucie area is extremely fast growing and FAU is missing a big opportunity with this campus.” - Student Focus Groups, Treasure Coast Campus

= Most frequently cited

= Often cited

= Commonly cited

= Occasionally cited

= Seldom or never cited

THREATS

Alumni Faculty Staff Parents Community

Student Focus

Groups

Cost of education, limited funding

Increased competition from other and online providers

Area population growth and traffic

Cost of living and housing

Hurricanes

Economy

Scripps

Value of FAU degree

Competition for good faculty

Block tuition

Emphasis on research

Loss of best students to out of state schoolsPartner campus structure - lack of coordination and communication

Respondent Type

THREATS

“Internet educational opportunities, since they are not bound by location, could increase competition.” - Alumni

“Increasing fuel prices could mandate making it either easier for students to come to campus and/or to improve off campus delivery systems beyond the existing ones. This is where the TriRail/direct FAU shuttle would be important. We could also use better east and west access.” - Faculty

“Cost of living, particularly the sky rocketing housing market, is going to make it very difficult to recruit and hold faculty and staff.” - Staff

“The general public is beginning to realize that a college degree has lost a great deal of its value, both economic and educational. Frankly, if I had a child today who lacked any strong academic motivations, I would encourage him to find an alternative to university study.” - Faculty

“Some good teachers are being lost because of low research productivity. FAU needs to value quality teaching.” - Student Focus Groups, Jupiter Campus