Teens Talk - Stamats

2010 TeensTALK® Findings

Over a Complete Recruiting Cycle

Presented by

Dr. Brenda HarmsPrincipal Consultant

(800) 553-8878

[email protected]

About Stamats

Stamats is a higher education marketing thought leader with a distinct,

customized-solutions approach to the marketplace. Our array of time-

tested services has set the standard for a marketing partner: actionable,

research-based counsel that can inform effective, multiple-media creative

solutions and strategic thinking.

We promise our clients the highest level of professional service and

attention to detail because we know our success is measured by theirs.

Research

• Image, perception, and brand studies

• Recruiting, marketing, brand, and

academic program marketability audits

• Tuition Pricing ElasticityTM studies

• Communication process mapping

Creative Services

• Creative concepting

• Web strategies

• Recruiting and advancement

publications

http://api.ning.com/files/wAuKUBWpJbv5aZaDPzDutfJD5txlzYSkLSKfXhu8h73d5a5xtKdbDnoV*gle52d3LX3CPpfwsxIPJn8bFzchm1u5Vl8AlSq0/135069926.jpeg

Methodology

• Nationwide survey of 500 high school students who will attend

college as first-year freshman in fall 2010

• 2009 summer interviews conducted in June

• 2009 fall interviews conducted in November

• 2010 spring interviews conducted in February–March

• Sampling at random (probability sample) to provide rigorous

data set for accurate assessment of college-selection decision

process

© 2010 Stamats, Inc. - 3

Methodology

• Format provides a means to compare and contrast national figures

with results among individual institution prospective students. Key

issues include:

– Timing of selection (Is the national audience ahead of, equal to, or

behind the population of prospective students for individual

institutions in terms of making final selection decisions?)

– Number of visits, applications submitted, and deposits paid

(currently and in the future)

– Absolute and relative importance of specific factors in decision

about which colleges to consider

– Details of top choice college currently and incidence of having

made final decision

– Acceptable and preferred communication methods

– Involvement of others in college selection process


Geographic Dispersion of Spring Respondents

Base: All 2010 Spring TeensTALK® respondents (n=500)


Spring Respondent Demographics: Gender, Ethnicity

Male, 47%

Female, 53%

Respondent Gender


White, Caucasian

68%

Black, Afr. Am.12%

Asian8%

Hispanic10% Mixed, other

2%

Respondent Ethnicity


0%

10%

20%

30%

40%

50%

<19 19 to 22 23 to 26 27 to 30 31+

7%13%

28%31%

21%

Percent with ACT score of:

• Mean score: 25.6; Median score: 27.0

Spring Respondent Demographics: Taken ACT Exam?

Took ACT,

55%

Not taken

ACT, 45%



Took SAT, 60%

Have not taken SAT,

40%

0%

20%

40%

60%

1000 or less

1001 to 1150

1151 to 1300

1301 to 1450

1451+

13% 14%

26%23% 24%

Percent with SAT score of:

• Mean score:1196; Median score:1255

Spring Respondent Demographics: Taken SAT Exam?



College Consideration and Selection


Fall 2009: Number of Applications Submitted

0 schools

17%

1 school

16%

2 to 4 schools

40%

5 to 9 schools

22%

10+ schools

5%

Percent submitting applications to:

• Mean number of

applications: 2.9

• Median number of

applications: 2.0

• Strong majority of

prospective students

have applied to one or

more schools

Base: All 2009 Fall TeensTALK® respondents (n=500)


Spring 2010: Number of Applications Submitted

0 schools5%

1 school25%

2 to 4 schools42%

5 to 9 schools22%

10+ schools6%

Percent submitted applications to:

• Mean number of

applications: 3.8


applications: 3.0



have applied to one or

more schools



Number of School Acceptances

0 schools

14%

1 school

38%

2 to 4 schools

38%

5 to 9 schools

9%

10+ schools

1%

Percent accepted at:• Mean number accepted: 2.7

• Median number accepted:

1.0


prospective students have

been accepted to at least

one school, though typical

number just slightly higher

when compared to fall 2009

respondents who had

applied to one or more

schools (mean: 2.0, median:

1.0)

Base: All 2010 Spring TeensTALK® respondents applying to one or more schools (n=474)


Fall 2009: Planned Total Number of Schools to Visit

0 schools

4%

1 school

10%

2 to 4 schools

45%

5 to 9 schools

32%

10+ schools

9%

Percent reporting total visits to:

• Mean number of total

visits: 4.8

• Median number of total

visits: 4.0

• Total visits to colleges and

universities typically

around five, and nearly

two-thirds of those visits

reported to take place

before late November of

the senior year



Fall 2009: Number of Schools Visited to Date

0 schools

15%

1 school

18%

2 to 4 schools

48%

5 to 9 schools

16%

10+ schools

3%

Percent who have visited:

• Mean number of visits:

2.9

• Median number of visits:

2.0

• Majority of prospective

students have made one

or more visits, one-fifth

have visited five or more



Spring 2010: Number of Schools Visited

0 schools

10%

1 school

24%

2 to 4 schools

53%

5 to 9 schools

12%

10+ schools

1%

Percent who have visited:

• Mean number of visits:

3.3

• Median number of visits:

2.0

• Majority of prospective

students have made one

or more visits, and typical

number of visits appears

slightly higher compared

to fall 2009 figure (mean:

2.9, median: 2.0)



Fall 2009: Number of Deposits Paid

0 schools

50%

1 school

45%

2 to 4 schools

5%

Percent paying deposit at:

• Mean number of deposits:

0.6


deposits: 1.0

• Only half of students

accepted to one or more

schools have submitted

deposit

Base: All 2009 Fall TeensTALK® respondents accepted to one or more schools (n=308)


Spring 2010: Number of Deposits Paid

0 schools

35%

1 school

49%

2 to 4 schools

16%

Percent paying deposit at:

• Mean number of deposits: 0.9

• Median number of deposits:

1.0

• About two-thirds of students

accepted to one or more

schools have submitted

deposit—as expected, deposit

activity slightly higher than

seen in fall 2009 (mean: 0.6,

median: 1.0)

Base: All 2010 Spring TeensTALK® respondents accepted to one or more schools (n=408)


0%

20%

40%

60%

80%

100%

Made visit(s)

Applied Been accepted

Paid deposit

90% 95%81%

53%

Percent of prospective students who have:

Summary of Recruitment Activity to Date

• Majority of prospective students have made visits, applied, and have been accepted

to at least one school

• Two-thirds of those accepted to at least one school have submitted a deposit,

though represents a minority of all prospective students



Number of Applications to Submit in Future

0 schools

53%

1 school

29%

2 to 4 schools

16%

5 to 9 schools

2%

Percent submitting application(s) to:

• Mean number of future

applications: 1.0

• Median number, future

applications: 0.0

• Very slim majority of

prospective students suggest

they are unlikely to submit

applications to additional

schools (essentially half have

wrapped up application

activities)



Number of Deposits in Future

• Mean number of future

deposits: 1.1

• Median number of future

deposits: 1.0

• A very slim majority of

all prospective students

suggest they will submit

a deposit to one or more

schools in future—

suggests about one-half

of deposit activity has

been completed


0 schools

47%

1 school

38%

2 to 4 schools

10%

5 to 9 schools

5%

Percent likely to submit deposit(s) in future at:


2009 Fall: Incidence of Having Made Final College Selection

No final decision, 52%

Yes, made final decision, 48%

• Nearly one-half have made final selection by late fall (November)

• Characteristics of those more likely to have reached final decision: attending 2-

year school, attending public/in-state, attending professional rather than liberal

arts program, have received financial aid offer, female rather than male

• Factors not correlated with having made final decision: high school rank,

ACT/SAT score



Spring 2010: Incidence of Having Made Final College Selection



• Nearly two-thirds have made final selection by late winter/early spring (up from

just over one-half who had completed final selection in fall execution)

• Characteristics of those more likely to have reached final decision: attending

two-year school, attending public/in-state, attending professional rather than

liberal arts program, have received financial aid offer, female rather than male

• Factors not correlated with having made final decision: high school rank,

ACT/SAT score



Summer 2009: Incidence of Having Made Final College Selection



• Essentially all have made final selection as of the middle of June –

well-equipped to respond to questions regarding how final decision

was made and who was involved

Base: All 2009 Summer TeensTALK® respondents


Length of Time Top School Has Been Preferred Option

Known for

years, others not considered

31%

Had preferred,

considered others

49%

No preferred

option in past20%

Percent who say:

• About one-third of

students really had mind

set on one institution

long ago, not really

actively ―in play‖

• One-half say they had a

preferred option, though

were actively considering

other schools



40% 60% 80% 100%

September

August

July

June

May

April

March

February

January

December

November

October

100%

100%

98%

96%95%

88%

77%

68%

61%

55%

53%

53%

Fall 2009: Timing of Final Selection DecisionPercent of students making final selection decision in:

• Over half suggest final decision made before January of senior year, three in four will

have decided by March

• Notable proportion had mind made up about desired school long ago (a foregone

conclusion rather than proactive decision)



Fall 2009: Current Top Choice: 2-Year vs. 4-Year Institution

Top choice a 2-year, 14%

Top choice a 4-year, 86%

• Respondents citing two-

year school as current top

choice are more likely to

indicate decision is firm

(despite the fact they’re

behind others in terms of

submitting application,

deposit)



Fall 2009: Current Top Choice: Public vs. Private Institution

Top choice private, 33%

Top choice public, 67%

• Respondents citing

public school as current

top choice more likely

to indicate their

decision is firm



Summer 2009: Applied to Public vs. Private Institutions

(Top-3 Options)

Public and private

30%

Public only

56%

Private only

14%

Percent applying at:



Fall 2009: Current Top Choice: Liberal Arts vs.

General/Professional

Top choice liberal arts,

33%

Top choice general, 67%

• Respondents citing

general/professional

school as current top

choice more likely to

indicate decision is firm



Summer 2009: Applied to Liberal Arts vs. General Professional

(Top 3 Options)

Liberal arts

only35%

Professional

only 39%Both

23%

Percent applying at:

• Nearly one in five

respondents were

unable to identify the

programmatic

orientations of the

institutions to which

they applied

Base: All 2009 Summer TeensTALK® respondents who answered this question


Under 5K students

21%

5 to 15K students

44%

15K+ students

35%

Student enrollment at top choice school

Current Top Choice: Size of Institution


• Respondents citing smaller

schools slightly more likely

to indicate they’ve made

final decision—likely

corresponds to scale of

many two-year schools

• Size of current top choice

institution similar to that

identified in fall 2009 study


Fall 2009: Current Top Choice: In-State vs. Out of State

Out of state, 29%

In home state, 71%

• Between one-quarter

and one-third of


currently favor school

outside their home state

• Mixed bag of interests

among those looking out

of state (no single

demographic

characteristic correlated

with focus across state

lines)



0%

20%

40%

60%

80%

100%

30 miles or less

31 to 60 miles

61 to 120 miles

121 to 500 miles

over 500 miles

36%

13% 11%

28%

12%

Percent with distance between home and campus of:

Distance to Current Top Choice Campus

• Those with top schools close to home more likely to select public, general/professional school

• Longest distances to top school found among those favoring private, liberal arts institution

(though also less likely to have made final decision)

• Distances similar to those suggested by fall 2009 respondents



0% 10% 20%

Family, f riends connectedAppearance of the campus

Religious/denominational af f il.Of f -campus activities

Distance: campus to homeCommunity where located

Study abroad opportunitiesVariety of campus activities

Safety of the campusPeople welcoming, f riendly

Quality of campus amenitiesQuality of academic facilitiesQuality faculty-teach, mentorOverall academic reputation

Total cost of attendingNet cost af ter f inancial aid

Feels like a good f it for youGraduates get good jobsQuality of preferred major

1%1%1%1%1%2%2%

2%2%3%

3%3%

5%5%

8%11%

13%17%

20%

Factor Importance When Selecting Colleges to Consider

Share of importance when identifying colleges to consider:

• Final decision process is somewhat different and separate from the process for identifying what

colleges to consider—faculty quality, for example, is twice as important in final decision

• Quality of outcomes, fit, and economics key selection criteria when trying to determine which to

considerBase: All 2009 Fall TeensTALK® respondents (n=500)


0% 10% 20%

Family, f riends connectedAppearance of the campus

Religious/denominational af f il.Of f -campus activities

Distance: campus to homeCommunity where located

Variety of campus activitiesStudy abroad opportunities

Safety of the campusPeople welcoming, f riendly

Quality of campus amenitiesQuality of academic facilitiesOverall academic reputationQuality faculty-teach, mentor

Total cost of attendingFeels like a good f it for youNet cost af ter f inancial aidQuality of preferred majorGraduates get good jobs

1%1%

1%1%

2%2%2%

3%3%3%3%

4%6%

7%8%

10%13%

15%17%

Factor Importance When Selecting Colleges to Consider

Share of importance when identifying colleges to consider:

• Factor importance among spring respondents fairly similar to that indicated by respondents in

previous fall, though slightly greater emphasis on cost and outcomes suggests value is more

carefully considered later in the decision process



0% 10% 20% 30%

Family, friend connectionOff-campus activitiesCampus appearanceReligious affiliation

Distance from homeCity, community location

On-campus activitiesCampus amenities

Friendly, welcoming peopleTotal cost to attend

Study abroad opportunitiesQuality academic facilities

Safety of the campusFeels like good fit

Academic reputationQuality faculty, teach/mentor

Net cost after aidGrads get good jobs

1%1%1%1%2%

2%

3%3%

5%5%5%

6%6%

7%9%

12%15%

18%

Factor Importance in Final Selection

• Final decision process is different and separate from the process for identifying what colleges to

consider in the selection set (less important factors likely had more sizable impact earlier in the

process)

• Job opportunities and net cost are the most important final selection criteria across all respondents



Others are involved, 53%

Entirely own decision, 47%

Involvement of Others When Narrowing College Options



• Majority of prospective students sorting through college options with help

from others

• Percentages reverse when making final choice, somewhat less likely to

rely on outside help




When narrowing

options - Fall

When making

final choice -

Summer

When making

final choice -

Spring


39%

9%

9%

6%

6%

5%

4%

4%

3%

2%

2%

15%

16%

15%

20%

12%

12%

15%

9%

4%

4%

4%

0% 20% 40% 60% 80% 100%

Parents

High school counselor

Sibling

Friends

Other relative

Current college student

High school teacher

Admission counselor

College coach

High school coach

College professor

Extent of involvement at this stage by:

Very Involved

Somewhat Involved

Others Involved in Narrowing College Options


• Parents the only widespread mention in terms of helping thin out options

• Six or seven others mentioned by fairly sizable group of prospective students—few

students lean heavily on multiple sources


66%

16%

12%

23%

13%

9%

6%

10%

9%

4%

5%

26%

43%

39%

29%

35%

32%

26%

24%

24%

14%

12%

0% 20% 40% 60% 80% 100%

Parents

High school f riend

High school teacher


College admissions coun.


College professor

Sibling

Other relative

High school coach

College coach

Extent of involvement in decision by:

Very Involved

Somewhat Involved

Others Involved in Final College Selection Decision



70%

15%

14%

20%

13%

12%

9%

9%

9%

5%

7%

25%

38%

39%

31%

38%

34%

25%

31%

30%

12%

10%

0% 20% 40% 60% 80% 100%

Parents

High school f riend

High school teacher


College admissions coun.


College professor

Sibling

Other relative

High school coach

College coach

Extent of involvement in final decision by:

Very Involved

Somewhat Involved


Others Involved in Final College Selection Decision


Acceptable Communication Methods Before Applying

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Instant messages

Personal visits to home

Text message: cell phone

Facebook, MySpace message

Phone calls to parents

Mass electronic mail

Phone calls to you

Personal visit to high school

Publications: postal mail

Personalized e-mail

Personal letter: postal mail

20%23%24%

30%44%

54%

69%76%

86%93%

94%

Percent citing method as acceptable:

• Text, instant messaging, and social media still not widely accepted as means of communicating

• Nearly all forms of communication moving from college to students less acceptable at this

stage compared to post-application stage (late spring, summer)



Acceptable Communication Methods After Applying

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Instant messages

Personal visits to home



Phone calls to parents


Phone calls to you



Personalized e-mail


18%19%

22%

32%36%

50%

73%77%

88%

95%

96%


• Text, instant messaging, and social media still not widely accepted as means of communicating

• Nearly all forms of communication directly with parents show limited acceptance (who is

perhaps more important than how)



Acceptable Communication Methods After Applying

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Instant messaging

Personal visit to home



Phone call to parents


Phone call to you


Personalized e-mail


24%

25%

30%

31%60%

75%

78%

94%

94%

95%

99%


• Text, instant messaging, and social media still not widely accepted as means of

communicating, even among applicants to the school



Major Takeaways?


Thank you

Presented by

Dr. Brenda HarmsPrincipal Consultant

(800) 553-8878

[email protected]

Education

Teens Talk - Stamats