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West Valley-Mission Community College District: External Scan Results Prepared By: CLARUS Corporation April 2009.

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Presentation on theme: "West Valley-Mission Community College District: External Scan Results Prepared By: CLARUS Corporation April 2009."— Presentation transcript:

1 West Valley-Mission Community College District: External Scan Results Prepared By: CLARUS Corporation April 2009

2 Market Assessment Purpose u Review Current Marketing/ Recruitment Activities, Define Current Markets, And Assess Which Markets The Colleges Are Not Effective In Reaching u Determine How The High School Students, Adults, And Employers Perceive The Colleges And How That Perception Can Be Improved And Enhanced

3 Market Assessment Purpose u Determine How To Better Provide Programs, Services, Marketing Activities, And Materials To Enhance Enrollment And Meet Market Needs u Develop And Implement A District-Wide Integrated Marketing Plan

4 Market Assessment - Internal u Community College Market Assessment u Internal Student Data From Application u Trend Data For Current Students u Fall 2003 And Fall 2006 u High School Market Share u Population Projections u Adult Penetration u Retention Data u Marketing And Publications Review

5 Market Assessment - External u Target Market Issues u Customer Service u Non-Enrolling Applicant Scan u Student Scan u High School Market u High School Scan u Guidance Counselor Scan

6 Market Assessment - External u Adult Market u Community Scan u Business Market u Workforce Development Scan u Retention Issues u Non-Returning Student Scan

7 Non-Enrolling Applicants

8 Applicant Conversion Fall 2008 u Fall 2008 u 9,591 Students Applied u 5,610 Enrolled (58.5%) u 2,508 Mission College (52.8%) u 3,102 West Valley College (64.1%) u 3,981 Did Not Enroll (41.5%) - Duplicated u 2,246 Mission College (47.2%) u 1,735 West Valley College (35.9%) u 707 Both Mission And West Valley

9 Applicant Conversion Fall 2008 u Application Type u Mission College u 98% Online u West Valley College u 85% Online u Both u 98% Paper Application u Student Type u Mission College u 57% High School Diploma u 22% BA Or Higher u West Valley College u 60% High School Diploma u 19% BA Or Higher u Both u 41% High School Diploma u 17% BA Or Higher u 17% Foreign High School Graduate

10 Applicant Conversion Fall 2008 u Academic Program u Mission College u General Studies AA (30%) u Business AS (8%) u Community Health Worker (7%) u Vocational Nursing AS (7%) u Academic Program u West Valley College u Liberal Arts AA (46%) u Business Transfer AA (9%) u Administration Of Justice (3%) u Both u General Studies AA (94%)

11 Applicant Conversion Fall 2008 u Educational Goal u Mission College u 22% Transfer With Associate u 16% Undecided u 10% Transfer Without Associate u 9% Four-Year Student Taking A Four-Year Course u Educational Goal u West Valley College u 26% Transfer With Associate u 17% Undecided u 12% Transfer Without Associate u 12% Four-Year Student Taking A Four-Year Course

12 Applicant Conversion Fall 2008 u Educational Goal u Both u 23% Transfer With Associate u 24% Undecided u 10% Personal Interest/ Educational Development u 8% Improve Basic Skills

13 Applicant Conversion Fall 2008 u Age u Mission College u 21% 19 & Younger u 30% 20 To 24 u 30% 25 To 34 u 12% 35 To 44 u 6% 45 And Over u West Valley u 31% 19 & Younger u 31% 20 To 24 u 17% 25 To 34 u 10% 35 To 44 u 11% 45 And Over u Age u Both u 25% 19 & Younger u 22% 20 To 24 u 24% 25 To 34 u 15% 35 To 44 u 13% 45 And Over

14 Applicant Conversion Fall 2008 u Gender u Mission College u 56% Female u West Valley College u 54% Female u Both u 57% Female u State u Mission College u 98% California u West Valley College u 97% California u Both u 99% California

15 Applicant Conversion Fall 2008 u Ethnicity u Mission College u 18% White u 16% Mexican-American u 13% Filipino u 9% Vietnamese u 7% African-American u West Valley College u 37% White u 12% Mexican-American u 6% African-American u 6% Chinese u Ethnicity u Both u 16% White u 14% Hispanic u 10% Filipino u 10% Vietnamese u 8% Mexican-American u 7% Asian u 7% African-American u 6% Chinese

16 Applicant Conversion Fall 2008 u Primary Language u Mission College u 82% English u West Valley College u 80% English u Both u 56% English u 36% Not English u Enrollment Status u Mission College u 26% First-Time u 68% Transfer u West Valley College u 37% First-Time u 60% Transfer u Both u 70% First-Time u 26% Transfer

17 Applicant Conversion Fall 2008 u Other Colleges Attended u Mission College u De Anza College u San Jose State University u Cal State – Northridge u College Of The Canyons u Evergreen Valley College u Foothill College u Ohlone College u San Jose City College u Other Colleges Attended u West Valley College u De Anza College u San Jose State University u San Jose City College u Evergreen Valley College

18 Applicant Conversion Fall 2008 u Needs And Interests u Mission College u Virtually None u West Valley College u Virtually None u Needs And Interests u Both u 6% Basic Skills u 8% Career Planning u 4% Child Care u 7% Counseling Services u 8% Employment Assistance u 11% English As A Second Language u 19% Financial Aid u 5% Health Services u 4% Testing & Assessment u 6% Tutorial Services u 6% Work Experience

19 Methodology u First-Time And Transfer Groups Chosen As Focus u Accounted For 95% Of Total Non-Enrolling u In-Depth Focused Telephone Interviews u January 2009 u 8 To 12 Minutes Each u 100 Surveys Completed u First-Time – 39 Surveys u Transfer – 61 Surveys

20 First-Time Non-Enrolling Applicants u Primarily Attending High School u Applied To West Valley u Close To Home And Friends/ Just Take A Class Or Two u Applied To Mission u Close And Applied Late u Two-Thirds Applied To Other Colleges u One-Third Did Not Think They Had Sufficient Funds To Attend When Applied

21 First Time Non-Enrolling Applicants u Options Other Than College u De Anza College, Working, Nothing u First Learned About Colleges u High School, Friends, Relatives u Sources Of Information u Internet, Web Site u Most Likely To Do Online Application u Applied One Month Or Less Ahead Of Semester Start

22 First Time Non-Enrolling Applicants u Communication During Process u Little To None With West Valley College u More With Mission College u Majority Did Not Apply For Financial Aid u Attended Another College Or Went To Work u De Anza And Other Colleges – Closer, Had Courses Or Programs

23 Transfer Non-Enrolling Applicants u Majority Were Attending Another College – Both Two-Year And Four-Year u Wanted To Pick Up A Class That Their College Was Not Offering u Cost Of Four-Year u Applied To West Valley College u Needed A Class u Applied To Mission College u Specific Program Offered, Close To Work, Just Take A Class

24 Transfer Non-Enrolling Applicants u Less Than Half Applied To Other Colleges u Less Than One-Fourth Did Not Think They Had Sufficient Funds To Attend When They Applied u Options Other Than College u De Anza College, Working, Other Colleges u First Learned About College u Friends, Relatives, Online, Drove By It

25 Transfer Non-Enrolling Applicants u Sources Of Information u Internet, Googled It, Web Site u Most Likely To Do Online Application u Applied One Month Or Less Ahead Of Semester Start u Communication During Process u Little To None With West Valley College u More With Mission College u Majority Did Not Apply For Financial Aid

26 Transfer Non-Enrolling Applicants u Attended Another College Or Went To Work u De Anza College u Accepted Quarter Units u Other Colleges u Programs

27 Both Non-Enrolling Applicants u Trying To Get In Anywhere u Many Colleges Applied To u Mistakes u Rationale For Preferring West Valley College u Campus/ Friends u Close

28 Both Non-Enrolling Applicants u Rationale For Preferring Mission College u Programs u Closer To Work And Home u Sources Used For Information u Went To Campus, Internet u Most Likely To Do A Paper Application u Applied About One Month Ahead

29 Both Non-Enrolling Applicants u Communication During Process u Little To None With West Valley College u More With Mission College – s u Majority Did Not Apply For Financial Aid u More Likely To Go To Work

30 Adults

31 Community Scan Methodology u 500 Households By Telephone Resulting In A 95% Reliability And +4.4% Error u West Valley College Area +6.5% Error u Mission College Area +7.4% Error u Contiguous To Both +10.0% Error u Stratified By Zip Codes Across Service Area u 15 To 20 Minutes Each u February 2 To 18, 2009

32

33 Image

34 Unaided Recall – West Valley Area u San Jose State University (32%) u Stanford University (17%) u De Anza College (11%) u West Valley College (10%) u Santa Clara University (8%) u San Jose City College (4%) u University Of California – Berkeley (4%) u Mission College (0%)

35 Unaided Recall – Mission Area u Stanford University (23%) u San Jose State University (17%) u De Anza College (15%) u Santa Clara University (12%) u Foothill College (10%) u Mission College (8%) u University Of California – Berkeley (4%) u West Valley College (1%)

36 Unaided Recall – Both u San Jose State University (43%) u Evergreen Valley College (31%) u De Anza College (5%) u San Jose City College (4%) u Stanford University (2%) u Santa Clara University (2%) u West Valley College (1%) u Mission College (0%)

37 Familiarity – West Valley Area u San Jose State University (64%) u Stanford University (45%) u Santa Clara University(38%) u De Anza College (36%) u West Valley College (30%) u University Of California – Berkeley (24%) u San Jose City College (16%) u Mission College (3%)

38 Familiarity – Mission Area u San Jose State University (56%) u Stanford University (48%) u Santa Clara University (43%) u De Anza College (40%) u Mission College (28%) u Foothill College (24%) u University Of California – Berkeley (23%) u West Valley College (6%)

39 Familiarity – Both u San Jose State University (64%) u Evergreen Valley College (55%) u San Jose City College (32%) u De Anza College (23%) u Santa Clara University (22%) u West Valley College (19%) u Stanford University (16%) u Mission College (10%)

40 Keywords West Valley College Good, Very Good, Community College, Beautiful (Campus), Nice, Pretty Mission CollegeJunior College, Good College, Very Good De Anza College Good, Junior College, Convenient, Local, Nice, Very Good, Best Evergreen Valley College Good, Community College, Junior College, Small, Very Good Foothill College Community College, Junior College, Good, Local, Pretty Ohlone CollegeCommunity College, Hill San Jose City CollegeLocal, Good, Excellent, Very Good San Jose State University Good, Excellent, Affordable, Big, Very Good, Commuter, Average, Crowded, Local, Large, State School, Santa Clara UniversityExcellent, Expensive, Private, Good, Jesuit, Very Good Stanford University Expensive, Excellent, Elite, Prestigious, Private, Top Notch University Of California – BerkeleyExcellent, Good, Liberal, Radical, Top Notch University Of California – DavisGood, Agriculture

41

42

43 Interest In Attending College

44

45 Potential College Enrollee Market Segments

46 Likely To … u Enroll In A Class u 21% West Valley Area u Education, Nursing, Business, Master’s/ MBA u Accounting, Anatomy, Art/ Computers, Arts, Astronomy, Computers, Engineering, English, Environmental Studies, Fashion Design, History, Information Technology, Interior Design, Internet Marketing, Language, Law, Management, Medical, Metal Working, Personal Improvement, Photography, Pre-Nursing, Project Management In Software Development, Radio And Film, Cooking, Vocational, Woodworking

47 Likely To … u Enroll In A Class u 33% Both u English, Computers u Anatomy, Anthropology, Architecture, Art, Business, Communication, Education, GED, Forensic Science, Law, Math, Medical, Music, Nursing, Social Science, Statistics

48 Likely To … u Enroll In A Class u 28% Mission Area u Computers, Business, Education u Accounting, Childcare, Communication, Construction Management, Continuing Education, Criminal Justice, Drama, Electricity/ Solar Panels, Engineering, Environmental Studies, Finance, Health Care, Horticulture, Information Technology, Management, Master’s, Math, MBA, Media, Medical, Nursing, Physical Therapy, Religion, Science, Writing

49 Likely To … u Seek A Degree u 13% West Valley Area u 34% Bachelor’s, 34% Master’s, 14% Associate u Education, Nursing, Business u Civil Engineering, Computer Science, Design, Electrical, Environmental Studies, Environmental Studies/ Computer Science, Health Management, Interior Design, Marketing/ Accounting, Medical, Medicine, Photography, Psychology, Science, Telecommunications

50 Likely To … u Seek A Degree u 23% Both u 27% Certificate, 27% Bachelor’s, 18% Associate, 18% Master’s u English, Music, Medical u Accounting, Administration/ Business, Architecture, Computers, Criminal Law, Education, Fashion Design, Mechanic, Paralegal, Sociology, Education, Nursing, Business Administration, Science

51 Likely To … u Seek A Degree u 19% Mission Area u 42% Master’s, 33% Bachelor’s, 18% Associate, 6% Certificate u Child Development, Engineering, Nursing, Environmental u Art, Business/ International Finance, Cars, Child Development/ Special Needs, Computer Science/ Engineering, Criminal Justice, Drama, Finance, Geosciences, Health Care, Management, MBA, Medical/ Bookkeeping, Mental Health, Performance/ Music, Physical Therapy, Computer Science, Accounting, Education – Teaching, Business Administration, Science

52 Interest In Attending College u 29% Interested In Attending College

53 Interested In Attending Credit Classes Not Interested In Attending Credit Classes

54 Interested In Attending Credit Classes Not Interested In Attending Credit Classes

55 Interested In Attending Credit Classes Not Interested In Attending Credit Classes

56 College Preferred u West Valley Area u De Anza College (19%) u West Valley College (17%) u San Jose State University (13%) u Both u San Jose State University (24%) u Evergreen Valley College (19%) u Foothill College (5%) u West Valley College/ San Jose State University (5%)

57 College Preferred u Mission Area u San Jose State University (26%) u De Anza College (24%) u Foothill College (9%) u Santa Clara University (8%) u Mission College (6%)

58 Planned Enrollment Status u West Valley Area u 24% Full-Time u 69% Part-Time u Both u 18% Full-Time u 82% Part-Time u Mission Area u 30% Full-Time u 70% Part-Time

59 Planned Employment Status u West Valley Area u 51% Full-Time, 24% Part-Time, 23% Will Not Work u Both u 32% Full-Time, 27% Part-Time, 32% Will Not Work u Mission Area u 38% Full-Time, 42% Part-Time, 21% Will Not Work

60 Delivery Methods Preferred

61 Neighborhood Locations Preferred u West Valley Area u Campbell, Cupertino, Los Gatos, San Jose u Both u San Jose, Evergreen Valley High School, Local High School u Mission Area u Sunnyvale, Mountain View, San Jose

62 Miles Willing To Drive One-Way To Attend Credit Classes u West Valley Area u 16.8 Miles u Both u 14.4 Miles u Mission Area u 15.5 Miles

63 Scheduling Preferences During Week

64 Scheduling Preferences During Day

65

66 Scheduling Preferences During Evening

67

68 Scheduling Preferences During Weekend

69 Information Sources

70 Communication Methods Preferred

71 Computer Usage u Computers At Home u West Valley Area (96%) u Internet (96%) u High-Speed Access (92%) u Both (68%) u Internet (68%) u High-Speed Access (96%) u Mission Area (98%) u Internet (96%) u High-Speed Access (92%)

72 Cell Phone Usage u Have Cell Phone u West Valley Area (94%) u Internet On Phone (12%) u Both (70%) u Internet On Phone (8%) u Mission Area (74%) u Internet On Phone (18%)

73 Continuing Education Market Segment

74 Interest In Not For Credit Education

75 u 48% Interested In Programming

76 Interested In Attending Not For Credit Classes Not Interested In Attending Not For Credit Classes

77 Interested In Attending Not For Credit Classes Not Interested In Attending Not For Credit Classes

78 Interested In Attending Not For Credit Classes Not Interested In Attending Not For Credit Classes

79 Parental Attitudes

80 Children At Home u Have School Age Children At Home u 20% West Valley Area u 13% Preschool, 66% Elementary, 23% Junior High, 26% High School u 23% Both u 41% Preschool, 59% Elementary, 4% Junior High, 14% High School u 17% Mission Area u 40% Preschool, 43% Elementary, 20% Junior High, 33% High School

81 Attendance At College u 94% Expect Children Will Attend College u Likelihood Of Encouraging Children To Attend West Valley College u West Valley Area u 38% Very Likely/ Likely u 62% Unlikely/ Very Unlikely u Mission Area u 38% Very Likely/ Likely u 62% Unlikely/ Very Unlikely

82 Attendance At College u Likelihood Of Encouraging Children To Attend Mission College u Mission Area u 42% Very Likely/ Likely u 58% Unlikely/ Very Unlikely u West Valley Area u 15% Very Likely/ Likely u 85% Unlikely/ Very Unlikely

83 Attendance At College u Rationale For Encouraging Children To Attend WVMCCD u Affordable, Close, Good Starting Point, Local u Rationale For Not Encouraging Children To Attend WVMCCD u Know Nothing About It, Want A Four-Year Or University, Too Far Ahead

84 QUESTIONS?


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