1. CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

2. Goals of the Workshop  Summarize highlights of the research  Update with post-9/11 research findings  Organize for implementation within functions and across campus teams  Develop short- and mid-term strategies for executing recommendations

3. Research Audiences 3

4. Research Highlights Timing of the Search Use of Information Sources Role of Parents Image Financial Issues Competitive Positioning

5. Research Highlights: Timing for Admissions Marketing  Prospective students are beginning the search process earlier, many before the junior year in high school.  Parents are starting even earlier.

6. Timing of College Search (2000)

7. Research Highlights: Use 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.

8. (Very Influential) (Not at All Influential) Parents’ Influence in Choice of College/University (2000)

9. Research Highlights: Use 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.

10. Use of Source

11. Research Highlights: “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.

12. Market’s Definition of a Christian College or University  The first word or phrase that comes to mind when prospective students hear “Christian colleges and universities”:  “Religion” (5%)  “Christian environment” (5%)  “Christian faith” (4%)  “Church” (4%)

13. Research Highlights: “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.

14. Research Highlights: Academic 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.

15. Research Highlights: Student Life Image Issues  Prospective students have a “siloed” image of student life on Christian campuses.  Prospective students are becoming increasingly interested in:  Personal growth  Development of moral character  Community service

16. Research Highlights: Student 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.

17. Research Highlights: Financial 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.

18. Research Highlights: Competitive 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.

19. 2002 Research: Implications for the CCCU

20. Methodology  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

21. Religion – Top Mentions Preliminary Data

22. Religious Trends  The voices of prospective students who are Christian are well-represented in this database.  Increasing proportions of students are responding “none” to requests for religious preference.  Decreases competitive advantage at the prospect development stage.

23. Implications for Christian- oriented Recommendations  Use language about Christian orientation carefully at the prospect and inquirer stages.  Connect character development and personal growth to the Christian value system.  Appeal to parents to support Christian education in a culture facing a rise in secularism.

24. Have the events of September 11 th changed your mind in terms of (1) the schools to which you applied or (2) the rankings of your preferences or (3) both? 7.6% say “yes” Preliminary Data

25. Have the events of September 11 th affected your preferred institution? Preliminary Data

26. Impact on College Search  Remarkably little impact of the 9/11 tragedy upon the choice set of prospective students.  Post-May 1 st data suggest that choices remained stable.

27. Ideally, how far from your permanent home would your college/university be? Geographic Location Preliminary Data

28. The 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.

29. Geographic Location Preliminary Data

30. Marketing Geographic Location  Christian colleges and universities in suburbs and rural areas have an opportunity to capitalize on students’ wavering interest in major cities.  Christian schools within smaller or safer cities should bring attention to the “best of both worlds” – vast resources and relative safety.

31. State of the U.S. Economy Scale A: 1 = Extremely Concerned and 5 = Not at All Concerned Scale B: 1 = Will Heavily Influence Choice and 5 = Will Not at All Influence Choice Preliminary Data

32. Economic Forces  The economy is having a far greater effect than the tragedy of 9/11 on college choice.  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.

33. Changes 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.

34. Recommendations Hallmark Themes Communications/PR Recommendations Admissions Marketing Recommendations Campus Team Strategies

35. Hallmark 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.

36. Ideas for First Steps: Short-term Strategies

37. Short-term Strategies  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.

38. Short-term Strategies  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.

39. Internal Marketing: Case Study #1 Using the Research to Encourage Buy-in

40. Organized to Launch  Negotiation of/follow through for quantified expectations  Attention to right-hand/left-hand coordination  Selection of one message/signature statement  Development of integrated communications plan

41. Outlined Signature Statement  X College Pact with students:  Preparation for life  Academic quality  Christian-Centered community  Total value  Used throughout the College and messages all flow from this central theme.

42. Educated the Institution  Shared research results and strategies for action. Conducted a series of meetings with:  faculty,  senior management team,  enrollment teams, and  all communications staffs.

43. Built Bridges  Solicited support from other directors and their staffs to implement strategies.  Developed working relationships with physical plant, food service, bookstore, post office, computing services.  Educated senior management about the necessary trade offs to execute a strategy.

44. Early Results  President’s cabinet is meeting to prioritize and fund new initiatives.  College community is excited about new focus on common purpose and message.  Faculty and staff understand shared responsibility for recruitment.

45. Ideas for Next Steps: Mid-term Strategies

46. Mid-term Strategies  Begin to direct marketing efforts to prospective students early.  Build communications flows based on the first point of contact, not the calendar.  Offer a service orientation to early inquirers.

47. Funnel Vision: Case Study #2 Shaping the Top of the Funnel

48. Defined New Strategy  Decided to build top of admissions funnel.  Addressed concerns surrounding strategy to get buy-in and institutional investment.  Collected relevant data:  Historical data for admission activity, aid awards, and college performance in a single file: trends, gaps, relationships

49. Clarified Desired Outcomes  To grow inquiry pool to drive desired conversions to applicant pool  To increase applications from distant markets to fill residence space  To reduce the difference between commuter and resident quality profiles  To increase net revenue to meet growing demands on budget

50. Stimulated the Inquiry Pool  Increased Prospects  Invested more in tried-and-true sources  Added sophomores  Added freshmen  Found new lists  Maintained old selection criteria Improved Conversions  Mailed earlier  Personalized salutation and message  Replaced printed brochure with personal letter

51. Power of Early Cultivation: Response Rates for First Year ClassNRCCUAPSAT Junior16.3%7.8% Soph24.7%16.3% Frosh24.4%

52. Power of Personalization  Open House invitations mailed to same number of inquiries each year:  First year responses: 489  Second year responses: 953  Increase of 95%  Only difference between years:  Changed from pre-printed invitation to personal letter of invitation

53. Com & Res Application Trend 7000 6000 0 5000 4000 3000 2000 1000 199119921993199419951996199719981999 Com Res

54. Mid-term Strategies  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.

55. TargetMarkets

56. Target 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

57. Parents  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.

58. Parents  Craft a communications flow for parents, based on the messages in the research.  Send a series of personalized letters.  Concentrate on communicating the benefits of integrating academics and a Christian-based community from the outset.

59. Parents  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

60. Parents  Provide evidence of investment value:  Job placement records  Lists of companies that visit the campus each year to recruit students  Holistic success stories

61. Gender  Overall, the demographic profiles of the men and women are remarkably consistent.  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.”

62. Gender  Male inquirers:  A liberal arts education is a lower priority  Admitted men:  Not as price sensitive  Less focused on certain community issues

63. Recommendations 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.

64. Recommendations 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.

65. Academic 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.

66. Academic 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.

67. 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.

68. 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.

69. Frequency of Church Attendance  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.

70. Frequency of Church Attendance  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.

72. Frequency 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.

73.  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. Frequency of Church Attendance

74.  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. Frequency of Church Attendance

75. “The future is not a gift. It is an achievement.” Harry Lauder

76. Summary Highlights

77. “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.

78. “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.

79. Ideas for Next Steps: Campus Team Strategies

80. Short-term Strategies  Develop student and faculty profiles to be used for various outreach activities.  Advantages of Christian faculty  Portrayal of whole person (students and faculty)  Develop a unique description of the intimacy and the atmosphere of the campus community.

81. Mid-term Strategies  Begin allocating new 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 other key audiences.

82. Incentives for Action

83.  Frame of reference  Analysis paralysis versus  Management by fact  “Silver bullet” versus  Incremental changes

84. Incentives for Action  “Good knowledge leads to good fortune.”  59 % of inquirers had some interest in applying.  Potential impact on admissions funnel: 10,000 inq’s @ 10% = 1,000 app’s 10,000 inq’s @ 15% = 1,500 app’s  No longer need to operate blind at top of the funnel.  Many recommendations do not add costs.

85. Incentives for Action  “Give me the freedom of a tight strategy.”  Context for creative talent  Ready, untapped market: 21% of prospects indicated some level of interest in a Christian college or university; 33% are on the fence.  Many recommendations do not add costs.

86. Incentives for Action  “In the race for quality, there is no finish line.”  Focus on cultivation of early interest.  Preserve your distinctiveness.  Adopt “organic” decision-making strategies.  Use the research in all areas of communication to help you work SMART.

87. Thank you for the privilege of serving the CCCU.