Council for Christian Council for Christian Colleges & UniversitiesColleges & Universities

Session III: Employing the Research-based

RecommendationsFebruary 6, 2001 Maguire Associates, Inc.www.maguireassoc.com

Market Market BehaviorBehavior

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)

43.5%

16.5%

24.5%

7.7%

1.6%

1.6%

0.0%

0.6%

8.8%

27.4%

28.2%

19.6%

3.5%

5.8%

21.0%

8.8%

18.7%

21.0%

17.1%

5.9%

0.4%

17.4%

31.9%

9.1%

10.7%

18.0%

4.3%

6.1%

0 10 20 30 40 50

Fall of Senior Year

Summer after Junior Year

Spring of Junior Year

Before mid-point of JuniorYear

During Sophomore Year

Before Sophomore Year

Before Freshman Year

Inquirers Parents of Inquirers Non-Matriculants Matriculants

Timing of the College SearchTiming of the College Search

Begin direct marketing efforts to families early.

Build communications flows based on the first point of contact, not the calendar.

Offer a service orientation at the outset.

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

Use of Information SourcesUse of Information Sources

Re-allocate resources toward the Web and other electronic communications.

Make careful decisions about which print media should be continued.

Apply the research to messaging in all resources.

Design the Web site for use throughout the admissions cycle.

Use of Information SourcesUse of Information Sources

Provide hyperlinking services. Negotiate hyperlinks to the CCCU and

member institutions with other sites where students might be more inclined to travel.

Image of CCCUImage of CCCUInstitutionsInstitutions

Level of VisibilityLevel of Visibility

Overall mean rating of 1.78 for familiarity with Christian colleges and universities increased to 1.97 in 2000.

2.25 rating for CCCU visibility is a good target to reach in the next 5 years.

(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)

Market Definition of a Christian Market Definition of a Christian College or UniversityCollege or University

Inquirers defined as: “Mix of religion and education” (8%)“Christian life/atmosphere” or “Christ-

centered teaching” (7%)

Market Definition of a Christian Market Definition of a Christian College or UniversityCollege or University

The first word or phrase that comes to mind when they heard “Christian colleges and universities:” “Religion” (5%) “Christian environment” (5%) “Christian faith” (4%) “Church” (4%)18% did not offer any impression

The addition of “liberal arts” diminishes their ability to gain a clear impression of CCCU institutions.

Level of Interest in Applying to Level of Interest in Applying to a Christian Institutiona Christian Institution

A reasonably high proportion of the prospects (one third) said they did/do intend to apply to a Christian institution.

Six in ten inquirers said they intended to apply.

Positive and Negative Images Positive and Negative Images of a Christian Educationof a Christian Education

In 1986 prospects thought most positively about quality-of-life issues:“Community” “Close atmosphere” “Faculty-student relations” “Personal attention”

Positive and Negative Images Positive and Negative Images of a Christian Educationof a Christian Education

In 2000, quality-of-life issues emerged again:“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 Prospects and inquirers tend to allude to good

academics, faculty, and student-teacher relationships.

Top negative mentions: “Too small” “Too sheltered” “Too protected” “Closed-minded” ”Strict” “Expensive”

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

Messaging at Key Stages Messaging at Key Stages of the College Searchof the College Search

Stage-Specific MessagesStage-Specific Messages

Prospects need to hear about overall indicators of academic quality that combine traditional academic measures with practical outcomes.

Inquirers need to be informed about the breadth of offerings and the ability of Christian institutions to attend to their personal interests and ambitions.

Admitted students are ready to gain a greater appreciation for the positive influence of a Christian faculty and a Christian atmosphere where faith, learning, and living come together to create a distinctive educational experience.

Applying the Research to theApplying the Research to theAdmissions FunnelAdmissions Funnel

Prospect to Inquiry Conversion Inquiry to Application Conversion Acceptance to Enrollment Conversion

Prospect to Inquiry ConversionProspect to Inquiry Conversion

Rely on hallmark themes for framing communications.

Describe quality of life fully.Quality of other studentsSocial and religious traditionsTypical day on campusSocial life with social responsibilityFun and service on and off campus

Prospect to Inquiry ConversionProspect to Inquiry Conversion

Promote benefits of campus location. Showcase own image for academic quality.

Profile faculty, students, alumniUse high-visibility alumni

Illustrate quality of faculty/student interaction.

Market family values, respect for students’ own views, and moral and character development.

Prospect to Inquiry ConversionProspect to Inquiry Conversion

Address concerns about “close-mindedness.”

Use research to guide communications about enjoying Christian fellowship.

Introduce concept of net cost.Commitment to affordabilityOffer to counsel

Inquiry to Application Inquiry to Application ConversionConversion

Develop hallmark themes with more detail. Link personal growth to spiritual

development in a Christian atmosphere. Address size through images of an intimate

campus community. Increase emphasis on breadth of programs.

ExtracurricularCo-curricular

Inquiry to Application Inquiry to Application ConversionConversion

Develop concept of integration of Christian faith and learning.Evolving hallmark messageGrowing appreciation of Christian

atmosphere

Inquiry to Application Inquiry to Application ConversionConversion

Begin to promote five of six Christian variables.Integration of faith and learning Christian fellowshipChristian atmosphereChristian facultyChristian service opportunities

Acceptance to Enrollment Acceptance to Enrollment ConversionConversion Increase emphasis on all aspects of social

life. Use faculty and senior management voices

to express commitment to character development.Tie into academic experience/curriculumArticulate faculty commitmentShare philosophy of student life

professionals

Acceptance to Enrollment Acceptance to Enrollment ConversionConversion

Develop appreciation of Christian faculty. Focus on value of Christian fellowship.

Impact on dynamics of student lifeBelonging to a caring communityAdded dimensions of service

Illustrate ways students work together in Christian and community service.

Acceptance to Enrollment Acceptance to Enrollment ConversionConversion Build a more complete value proposition for

CCCU and for member institutions.Complement organizational messageConvey personality of college or universityUse themes of:

– Christian family values and spiritual growth– Preparing for success while engaging

society with Christian principles and ideas– Commitment to faith and learning