Final Survey Report

High School

Prepared for

July 2007

The materials herein have been prepared expressly for Center for Energy Workforce Development. Any reproduction thereof without the express consent of

Bernard Hodes Group, Inc. is strictly prohibited.© 2007, Bernard Hodes Group, Inc.

Executive Summary

On behalf of the Center for Energy Workforce Development, Bernard Hodes Group was engaged to conduct an online survey for high school students beginning May 7, 2007 and ending July 17, 2007. Answers from a total of 36 respondents were captured. The age ranges of respondents were from age 14 up to age 18 and represented students from across the U.S. The questions asked address general habits, college/career paths, energy industry perceptions and Internet media habits.

The majority of students surveyed reported that they do plan on attending college (89%). Influences on career paths include Guidance Counselors/Teachers, parents, and career events. The jobs of the students’ parents represent a diverse mix of careers ranging from Professional (doctor, lawyer, etc.), Engineering/IT, Civil Service, stay-at-home moms or dads, advertising and sales. Additionally, over half of the student’s parents attended college (52%). Current Generation Y (Millennials) research suggests—as does this survey data— that parents (and mentors such as Teachers) do play a vital role in career aspirations and that they, too, should be included in marketing strategies.

Another key area to this particular survey, is the fact that many respondents (36%) noted that a “rewarding career” is what made them decide on their area of study and that “pay” only scored 6%. Since today’s younger generation wants to feel they are contributing to something worthwhile or making a difference in the world—the message that this can be achieved with a career in the energy industry should be a focus in regards to communications materials.

Interestingly, most of the respondents play sports regularly (79%) and play sports-related activities in their free time (42%). This suggests that there is an opportunity to market to these students and parents via sporting events, such as sponsoring soccer or baseball leagues, or placing a banner at the playing field for example.

When questioned about what the word “energy” means to the students, approximately half of the respondents have a good understanding of what was actually being asked, with answers such as “electricity” and “power”. Further, most respondents know who their local gas or electric company is (61%). With regards to the two photos of energy industry employees, most commented that the picture “doesn’t matter” (61% and 52%). This suggests that if the Center for Energy Workforce Development were to utilize photos such as these in marketing materials or student presentations, it would not have a negative impact.

Finally, with regard to Internet habits, MySpace, Facebook, YouTube, and Google were noted as frequently visited sites. Hodes recommends the purchase of key words that will ultimately link students researching careers to the GetIntoEnergy.com website, as well as engaging in advertising opportunities through Facebook.com, for example.

1. What is your age?    Response Total Response Percent

14 years old 5 14%15 years old 8 22%16 years old 12 32%17 years old 5 14%18 years old 7 19%Total Respondents  37

2. What part of the country do you live in?    Response Total Response Percent

Southeast (Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia, West Virginia) 14 38%Northeast (Connecticut, Delaware, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont) 15 41%Midwest (Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, Wisconsin) 2 5%Southwest (Arizona, New Mexico, Oklahoma, Texas) 0 0%West (Alaska, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington, Wyoming) 6 16%Total Respondents  37

3. Are you planning to attend/join one of the following?    Response Total Response Percent

College 33 89%

Trade/Technical School (Mechanic, Computer Training, etc.) 2 5%Civil Service/Academy (Law Enforcement, EMT, Firefighter, etc.) 0 0%Military 0 0%None 2 5%Total Respondents  37

4. If going to college, which category best fits your career path?    

Response Total Response PercentHealthcare 1 3%Sales/Marketing or Business 2 6%Accounting/Finance 1 3%Law/Criminal Justice 5 14%Psychology/Social Work 1 3%Engineering or IT 4 11%Math or Science-related 5 14%Education 2 6%None of the above 14 40%Total Respondents  35(skipped this question)  2

5. If going to trade/technical school, which category best fits your career path?    

Response Total Response PercentSkilled (Mechanic, Carpentry, Electrician, etc.) 3 13%Computers/IT/Electronics 4 17%Culinary 2 9%Child Care/Education 0 0%Cosmetology 0 0%Healthcare 0 0%Art/Graphic Art/T.V./Film 0 0%None of the above 14 61%Total Respondents  23(skipped this question)  14

   

6. If going into civil service or to an academy, which category best fits your career path?    

Response Total Response PercentLaw Enforcement 3 14%Firefighter 1 5%EMT/Paramedic 0 0%Corrections/Court Officer 0 0%Postal 0 0%None of the above 17 81%Total Respondents  21(skipped this question)  16

   

7. What made you decide on your career path?    Response Total Response Percent

Guidance Counselor/Mentor/Teacher 7 21%Parent’s influence 8 24%Career Day or similar event 7 21%Rewarding career 12 36%Good pay 2 6%Exciting or glamorous career 2 6%Media influence (T.V. show, movie, commercial, etc.) 2 6%Other, please specify 10 30%

1. Childhood aspiration    2. Hobby turned prominent interest.    3. I haven’t decided my Career path yet.    4. It interests me.    5. Its what I love to do    6. My interest n art history    7. My interests    8. Not that much work to do    9. Undecided    10. World problems    

Total Respondents  33(skipped this question)  4

   

8. Did your parents go to college?    Response Total Response Percent

Both parents attended 17 52%One parent attended 8 24%Neither attended 8 24%Total Respondents  33(skipped this question)  4

   

9. What do your parents do for a living?    Response Total Response Percent

Professional (Doctor, Lawyer, etc.) 11 33%Engineering/IT (Electrical Engineer, Programmer/Analyst, etc.) 8 24%Sales (Sales Manager, Sales Representative, etc.) 7 21%Service (Retail, Hotel/Hospitality, Restaurant, etc.) 3 9%

Skilled (Manufacturing, Service Technician, Plumber, etc.) 5 15%Civil Service (Teacher, Firefighter, Police Officer, etc.) 5 15%Stay-at-home Mom or Dad 5 15%Don’t know 1 3%Other, please specify 6 18%

1. Account manager    2. Advertiser    3. Consulting    4. DAYCARE    5. Property Manager    6. Secretary    

Total Respondents  33(skipped this question)  4

   

10. Do you play sports?    Response Total Response Percent

Yes 26 79%No 7 21%Total Respondents  33(skipped this question)  4

 

 

11. What do you do with your free time?    Response Total Response Percent

Play outside 9 27%Listen to the radio 11 33%Watch TV 16 48%Go to the mall 8 24%Play sports 14 42%Play video games 16 48%Total Respondents  33(skipped this question)  4

12. What does the word “energy” mean to you?   

1. A necessary part of our society that we are still developing to its full potential.2. Active3. Activity4. Electricity5. Electricity, power, light, things that work. Also strong.6. Fast-paced7. Force that is used to do work8. Having the ability to perform daily tasks9. It means power, a material that gives "life" or keeps things going.10. Not lazy11. Power12. Power for the earth13. Power, electricity, heat,14. Shiny things15. Something that does an amount of work or has the potential to do work.16. Something that keeps something running17. Something to be converted into power18. The amount of force that it takes to get anything done19. The capability to do work, maybe its the summer and I don’t remember20. To empower with a necessary force that allows something to carry out its intended

functions properly.21. To me, energy is the stuff that makes life easier.22. Usable power23. When someone leaves the elevator off in the mornings and I have to take the

stairs...

Total Respondents   23(skipped this question)   14

   

13. When you see this picture, what do you think?    Response Total Response Percent

Cool 3 13%Not cool 6 26%Doesn’t matter 14 61%Total Respondents  23(skipped this question)  14

 

 

14. When you see this picture, what do you think?    Response Total Response Percent

Cool 7 30%Not cool 4 17%Doesn’t matter 12 52%Total Respondents  23(skipped this question)  14

   

15. Do you know who your local gas or electric company is?    Response Total Response Percent

Yes 14 61%No 9 39%Total Respondents  23(skipped this question)  14

16. If yes to the above, please name. 

1. OUC2. Cobb EMC3. Con Edison4. Dominion Electric5. LIPA6. Enstar and Keyspan7. Pacific Gas & Electric8. SMECO9. SMECO10. SMECO11. SMECO12. SMECO13. Xcel Energy14. Xcel Energy

Total Respondents   14(skipped this question)   23

17. What sites do you visit on the Internet at school or at home, such as MySpace and Facebook? 

1. Facebook2. Facebook, eBaumsworld, CollegeHumor3. Facebook, Google4. Facebook, Yahoo,5. Itunes6. MySpace7. MySpace8. MySpace9. MySpace, Facebook, and Google10. Myspace.com11. Myspace, Hotmail12. Not that much13. People.com14. Sometimes MySpace, but usually Wikipedia as a contributor and editor.15. Wordreference, YouTube, Comcast, & nintendo.com16. YouTube, Facebook MySpace Musiciansfriend17. YouTube, eastbay, eteamz, usssa.com, and google

Total Respondents  17(skipped this question)  20