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Transcript of Positioning CCCU Campuses in the Third Millennium CCCU Forum February 9, 2001 .
Positioning CCCUPositioning CCCUCampuses Campuses
in the Third Millenniumin the Third Millennium
CCCU Forum
February 9, 2001
www.maguireassoc.com
Megatrends in Higher EducationMegatrends in Higher Education
Drivers of change Shrinking revenues and rising costs Shifts in decision making Impact of workplace trends Growth in adult and traditional markets Strategic pricing and financial aid policies The Web and community
Drivers of Change in Higher Drivers of Change in Higher EducationEducation
Changing demographics Increasing demand Knowledge explosion Technology Globalization More competitive environment Creation of new enterprises
(Source: IBM Campuslink Project Office)
Shrinking Revenues and Shrinking Revenues and Rising CostsRising Costs
The soaring expense of traditional need-based and no-need scholarships
Declining financial support from state and federal governments
The spending needed to bring – and keep – libraries, classrooms, IT, and laboratories up to date
Shrinking Revenues and Shrinking Revenues and Rising CostsRising Costs
The pressures of deferred maintenance The price of faculty expertise The competition for students from for-profit
institutions, providers of “electronic” education, and corporations’ own training programs
Shrinking Revenues and Shrinking Revenues and Rising CostsRising Costs
The cost of technology
The rising costs of recruiting students in the highly competitive environment
Shifts in Decision MakingShifts in Decision Making
Public policy is moving toward market-driven mechanisms because of:The increasing power of the consumerTechnology’s ability to transcend space,
time, and political boundaries
(Source: IBM Campuslink Project Office)
Impact of Workplace TrendsImpact of Workplace Trends
Retraining is becoming a requirement for employees.
Technology is a required workforce competency.
Telecommuting is becoming a way of life.
(Source: IBM Campuslink Project Office)
Growth in Adult and Traditional Growth in Adult and Traditional MarketsMarkets
Explosive growth in adult markets90 million adults (46%) participated in one
or more adult education activities in 1999.Overall participation rate of college
graduates was more than three times the rate of those without a degree.
Participation in adult education is six times the total higher education enrollment.
National Household Education Survey
Growth in Adult and Traditional Growth in Adult and Traditional MarketsMarkets Qualified traditional student growth
projections: The number of high school graduates in
2000 will mirror the early 1980’s.By 2004, this population is expected to
reach the peak levels of the late 1970’s.By 2009, the total number of high school
graduates will be 32% higher than in 1992.
(Source: Challenges in College Admissions, AACRAO, ACT, CB/ETS, NACAC)
Growth in Adult and Traditional Growth in Adult and Traditional MarketsMarkets
Qualified traditional student growth projections: A record of more than 3.2 million high
school graduates will peak in 2008-09.Early in this century, more than a third of
college students will be minority students.By 2020, the Hispanic population will
become the largest minority group in the United States.
(Source: National Center for Education Statistics)
Growth in Adult and Traditional Growth in Adult and Traditional MarketsMarkets
Other notable trends:Between 1987 and 1997, the number of
men enrolling in college rose by 7%, while the number of women rose by 17%.
Between 1987 and 1997, the number of male full-time graduate students increased by 22%, compared to 68% for full-time women.
(Source: The Chronicle of Higher Education Almanac, 1998)
Growth in Adult and Traditional Growth in Adult and Traditional MarketsMarkets
There are many more small colleges, but most students attend the larger institutions.In1997, 40% of all institutions had fewer than 1,000
students; however, these campuses enrolled 4% of college students.
10% of the campuses enrolled 10,000 or more students and accounted for 50% of the total college enrollment.
Strategic Pricing and Financial Strategic Pricing and Financial Aid PoliciesAid Policies
Higher education has been (re)embracing merit aid programs.
Sophisticated financial aid models are being employed as revenue generating tools.
Strategic Pricing and Financial Strategic Pricing and Financial Aid PoliciesAid Policies
The linking of institutional values and goals to pricing policies is changing the world of financial aid.The Princeton policyThe domino theoryThe virtuous circle
The Web and CommunityThe Web and Community
Distance learning techniques in a residential liberal arts environment
College constituencies and community using the Internet
Key Research Findings Key Research Findings from the CCCU from the CCCU
Membership StudyMembership Study
Goals of the ProjectGoals of the Project
Determine how families define value Provide the CCCU with “big picture” themes Develop strategies for promoting under-
appreciated yet cherished elements of the CCCU mission
Uncover profiles of target audiences Gain a longitudinal perspective (1986 vs.
2000)
BenchmarksBenchmarks
Comparisons of the1986 and 2000 Studies
1986 Versus 2000 Comparisons1986 Versus 2000 Comparisons
Prospects: Year 2000 versus 1986More emphasis on costMore interest in investment valueMore importance placed on social lifeLess reliance on general reputation of an
institution
1986 Versus 2000 Comparisons1986 Versus 2000 Comparisons
Inquirers: Year 2000 versus 1986More emphasis on monetary issuesMore importance placed on social life and
locationMore interest in the integration of faith and
learningLess confidence in receiving financial aid
from CCCU institutions
1986 Versus 2000 Comparisons1986 Versus 2000 Comparisons
Accepted students: Year 2000 versus 1986More importance on monetary issues,
social life, location, and the integration for faith and learning
Less interest in preparation for graduate school and quality of faculty and facilities
Less interest in diversityLess confidence in receiving financial aid
from CCCU institutions
12.0%9.1%
19.3%
10.1%14.3%
20.7%
14.4%
20.2%
0
10
20
30
40
50
Prospects Inquirers Non-Matriculants
Matriculants
1986 2000
1986 Versus 2000 Comparisons1986 Versus 2000 Comparisons
Slight increase in CCCU visibility, but overall familiarity still low
Gains in reputation for preparing students for graduate school and careers, but not as much in overall academic reputation
Rise in concerns about “closed-mindedness”
(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 HighlightsResearch Highlights
Year 2000 Membership Study
Research AudiencesResearch Audiences
Prospects Inquirers/ Parents
Admitted Students (Matriculants/ Non-Matriculants)
Desired N 400
500 Inq/ 150 Par
800-900
Method Mail Pre-mail/ Phone
Sampling 8200 NRCCUA National
5000 CCCU Member Inquiry Pool
10,000 CCCU Member Admitted Student Pool
Timing Initial 5000 Mailed June 6; 2nd 3200 Mailed July 5
(Interviewing June 28 to July 26)
Full sample mailed July 18
Actual N 559 514/205 (540/343)
The college search is The college search is starting earlier for families.starting earlier for families.
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)
The use and influence of The use and influence of the Web represents a the Web represents a
major change in market major change in market behavior.behavior.
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
How the Internet is UsedHow the Internet is Used
Use and influence of Web sitesReliance from prospect to enrollment stages
of the college search– Implications for content
– Implications for investment
Growing interest in email and chat roomsNeed to develop electronic recruitment plansCall to reassess institutional policy on
outside access to information and people
Public universities are Public universities are major competitorsmajor competitors
of the CCCU.of the CCCU.
First-Choice Schools First-Choice Schools (2000 Prospects):(2000 Prospects):
Florida State University, FL (3%) University of California, Los Angeles, CA
(2%) University of Michigan, Ann Arbor, MI (2%) University of Florida, FL (1%) University of North Carolina, Chapel Hill,
NC (1%) Texas A&M University, TX (1%) University of Texas, Austin, TX (1%)
Positioning StrategiesPositioning Strategies
Advantages of Christian mission and smaller size
Opportunities for total student developmentCharacter developmentSpiritual developmentPersonal growth in a values-based
environment Faculty/student rapport
Mentoring
The phrase “liberal arts” The phrase “liberal arts” is not helpful in clarifying is not helpful in clarifying image or communicating image or communicating
value.value.
Understanding the Liberal ArtsUnderstanding the Liberal Arts
Families do not fully understand its meaning.
The connection between the liberal arts and preparation for careers is not strong.
The ability to give impressions of a Christian college or university was greatly reduced when the phrase “liberal arts” was added.
The Christian mission The Christian mission plays a major role in the plays a major role in the college decision-making college decision-making
process.process.
Admissions Funnel Important College Characteristics (2000)
Prospect-->Inquirer
Inquirer-->Applicant (Accepted)
Non-Matriculant-->Matriculant
The “6 Christian Variables”Liberal Arts EducationGeographic LocationClose Contact with Faculty in and out of ClassCharacter Development
*Items listed are significantly more important between stages, moving DOWN the “admissions funnel.”
5 of the “6 Christian Variables” (not Church Affiliation of Institution)
The “6 Christian Variables”Social Life (Residence Life, Extracurricular Activities, etc.)Character Development
Inquirer
Matriculant
Prospect
Non-Matriculant
COUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIESCOUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIES Chaid Analysis
CCCU Distinguishing Inquirers and Applicants (Admitted Students) Based on Importance of Characteristics
COUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIESCOUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIES Chaid Analysis
CCCU Distinguishing Inquirers and Applicants (Admitted Students) Based on Importance of Characteristics
TOTAL 62.68%n=1329
1 32.47%
n=77
1-3 48.57%
n=35
4,5 19.05%
n=42
2,3 46.13%n=349
1-3 66.15%n=130
1-3 96.15%
n=26
4,5 58.65%n=104
4,5 34.25%n=219
1,2 53.85%
n=39
3-5 30.00%n=180
4 61.74%n=264
1,2 80.70%n=57
3,4 61.80%n=178
1-4 68.79%n=141
5 35.14%
n=37
5 24.14%n=29
5 75.74%n=639
1-3 91.05%
n=190
1-3 98.44%
n=64
4,5 87.30%n=126
4 74.92%n=303
1-3 81.62%n=185
4,5 64.41%n=118
5 57.53%n=146
1-4 82.61%n=46
5 46.00%n=100
% Applicants(vs Inquirers)
Value of education Christian service opportunitiesLiberal arts education
Character development Diverse student bodyPreparation for graduate/
professional school
Integration of the Christian faith and learning
Diverse student bodyQuality of major
Academic facilities (quality of library, labs, computer center, etc.)
Quality of major
1 = Not at all Important2345 = Extremely Important
Positive and Negative Images Positive and Negative Images of a Christian Educationof a Christian Education
Quality-of-life issues emerged often:“Good atmosphere” “Good environment”“Nice/friendly/caring people” “Values/morals” “Christian fellowship” “Christian atmosphere”
Positive and Negative Images Positive and Negative Images of a Christian Educationof a Christian Education
Top negative mentions: “Too small”“Too sheltered” “Too protected” “Closed-minded””Strict”“Expensive”
COUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIESCOUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIESChaid Analysis
CCCU Distinguishing Prospects and Inquirers Based on Added Value of Educational Experiences
TOTAL51.72%n=988
1-332.06%n=340
1-327.04%n=270
4,551.43%n=70
4,562.04%n=648
% Inquirers(vs Prospects)
Christian morals and character development are central to the educational process.
Liberal arts education and a Christ-centered view of life are at the heart of the education.
1 = Adds No Value2345 = Adds a Great Deal of Value
Figure 6.15Maguire Associates, Inc.Bedford, MA
COUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIESChaid Analysis
Distinguishing Matriculants and Non-MatriculantsBased on Added Value of Educational Experience
TOTAL61.37%n=862
1-334.34%n=99
454.45%n=191
1-336.73%n=49
4,560.56%n=142
568.36%n=572
1-354.24%n=59
4,569.98%n=513
% Matriculants(vs Non-Matriculants)1 = Adds No Value
2345 = Adds a Great Deal of Value
All professors are Christians.
Christian morals and character development are central to the educational process.
A Christian worldview contributes to an excellent preparation for graduate school and the job market.
Figure 6.17Maguire Associates, Inc.Bedford, MA
Understanding of a Christian Understanding of a Christian campus is an campus is an
underdeveloped building underdeveloped building block of the Christian block of the Christian
educational experience.educational experience.
Integration of Faith and LivingIntegration of Faith and Living
Prospective students are focused on rules and regulations.
Students have a siloed image of campus lifeService learningSocial lifeCommunity experience
Prospective students have Prospective students have concerns about the concerns about the
relationship between the relationship between the Christian influence and Christian influence and
intellectual life.intellectual life.
Integration of Faith and Integration of Faith and LearningLearning Concerns voiced about closed-mindedness References to academic quality missing
from first-word responses Concerns about restrictions on academic
breadth and content Students’ priority of advancing personal
academic agenda Appeal of the freedom of intellectual
discourse and growth from within
Academic excellence is Academic excellence is intertwined with intertwined with
preparation for the preparation for the future.future.
Academic Quality and Future Academic Quality and Future OrientationOrientation Prospective students for the CCCU identify their top
priorities as:Educational valuePreparation for future careersQuality of a specific majorQuality of facultyAvailability of financial aidEmployment opportunities after graduationQuality of academic facilities
FACTOR 1Christian
Variance Accounted for: 20.3%
FACTOR 2Quality
(Academic)Variance Accounted for: 12.4%
FACTOR 3Athletics
Variance Accounted for: 4.7%
FACTOR 4Money
Variance Accounted for: 4.0%
FACTOR 5Value
Variance Accounted for: 1.7%
Value of education .50
Preparation for future careers .47
Study abroad and off-campus opportunities .32
Diverse student body .31
Character development .31
Varsity athletics(football, hockey, basketball, swimming, etc.) .78
Recreational athletic facilities for general student use .73
Quality of faculty .70
Close contact with faculty in and out of class .64
Quality of major .53
Preparation for graduate/profes-sional school .42
Academic facilities (quality of library, labs, computer center, etc.) .38
General academic reputation of the college/university .35
Christian atmosphere .95
Christian faculty .91
Integration of the Christian faith and learning .91
Fellowship with other Christians .91
Christian service opportunities .83
Church affiliation of institution .71
COUNCIL FOR CHRISTIAN COLLEGES & UNIVERSITIES
Factor AnalysisDimensions of Importance (2000 Inquirers)
FactorLoading
FactorLoading
FactorLoading
FactorLoading
FactorLoading
Total cost (tuition, room, board, etc.) .78
Availability of financial aid/scholarships to meet need .73
Figure 6.2Maguire Associates, Inc.Bedford, MA
Parents are more involved Parents are more involved in the college search in the in the college search in the
CCCU market.CCCU market.
(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)
FACTOR 4
Social
Variance Accounted for: 3.1%
FACTOR 1Christian
Variance Accounted for: 23.7%
FACTOR 2Career/Academic
QualityVariance Accounted for: 13.9%
FACTOR 3Money
Variance Accounted for: 6.2%
Christian faculty .88Integration of the
Christian faith and learning .87
Fellowship with Other Christian .81
Christian service opportunities .72
FactorLoading
Employment opportunities graduation .66
Academic facilities (quality of library, labs, computer center, etc.) .63
Quality of faculty .62Quality of major .54Close contact with faculty
in and out of class .36Preparation for graduate/
professional school .33General academic reputation
of the college/university .32
FactorLoading
Availability of financial aid/scholarships to meet need .76
Total cost (tuition, room, board, etc.) .58
FactorLoading
FactorLoading
COUNCIL FOR CHRISTIAN COLLEGES &UNIVERSITIES
Factor AnalysisDimensions of Importance (2000 Parents)
Figure 6.14Maguire Associates, Inc.Bedford, MA
Social life (residence life, extracurricular activities, etc.) .77
Diverse student body .68Liberal arts education .30
The Parent PerspectiveThe Parent Perspective
In their own words, parents placed substantial weight on practical outcomes, such as:“Employment opportunities after
graduation” “Preparation for careers”
The “value proposition” for The “value proposition” for CCCU schools should CCCU schools should
include messages about include messages about tangible outcomes and tangible outcomes and character development.character development.
Value PropositionValue Proposition
Every institution should prepare a distinctive value proposition.
Cost: Reverse tendency to think about money issues in terms of sticker price rather than net cost.
Value: Students and parents are interested in “return on investment.”First jobs, graduate school acceptancesDevelopment of the whole person
Educational ValueEducational Value
Integrated definition for prospects: Closely tied with the importance of
preparation for future careers and character development
Integrated definition of value for inquirers: Preparation for future careers Character developmentExposure to different cultures on campus
and in off-campus programs
Educational ValueEducational Value
Integrated definition of value for accepted students:Career opportunitiesQuality of majorAcademic reputationPreparation for graduate schoolAcademic facilitiesQuality of facultyCharacter development
Hallmark ThemesHallmark Themes
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: A high-quality : A high-quality education in a secular world.education in a secular world.
Introduces the Christian focus Positions against public and private secular
universities Acknowledges concerns about invasion of
voiceless/faceless world Sets the stage for conveying freedom of
intellectual inquiry as well as the integration of faith and learning
Christian-centered CommunityChristian-centered Community: A: A close-knit, Christian community that close-knit, Christian community that emphasizes character development emphasizes character development and spiritual growth.and spiritual growth.
Highlight character development Distinguishes spiritual growth opportunities Enhances appreciation for value Develops understanding of integration of
faith and living
Future Orientation: Future Orientation: Preparation for Preparation for life as well as a living.life as well as a living.
Addresses interest in careers Advances concept of development of the
whole person Provides foundation for moral and spiritual
lifestyle Raises the bar for definition of success
Financial Investment:Financial Investment: The value The value proposition.proposition.
Calls for the creation of a succinct statement at the Council and member institution levelsFold in essential elements of the first three
hallmark themesWrite to a parent audienceConnect to cost discussions and copy at all
times
Maguire Associates, Inc.Maguire Associates, Inc.
The Art of Research
The Science of Communications
135 South RoadBedford, Massachusetts 01730
781-280-2900
Contact Dr. John Maguire, [email protected]