West Valley-Mission Community College District: External Scan Results Prepared By: CLARUS...

West Valley-Mission Community College District:

External Scan Results

Prepared By:

CLARUS Corporation

April 2009

Market Assessment Purpose

Review Current Marketing/ Recruitment Activities, Define Current Markets, And Assess Which Markets The Colleges Are Not Effective In Reaching

Determine How The High School Students, Adults, And Employers Perceive The Colleges And How That Perception Can Be Improved And Enhanced

Market Assessment Purpose

Determine How To Better Provide Programs, Services, Marketing Activities, And Materials To Enhance Enrollment And Meet Market Needs

Develop And Implement A District-Wide Integrated Marketing Plan

Market Assessment - Internal

Community College Market Assessment Internal Student Data From Application Trend Data For Current Students

Fall 2003 And Fall 2006 High School Market Share Population Projections Adult Penetration Retention Data Marketing And Publications Review

Market Assessment - External

Target Market Issues Customer Service

Non-Enrolling Applicant Scan Student Scan

High School Market High School Scan Guidance Counselor Scan

Market Assessment - External

Adult Market Community Scan

Business Market Workforce Development Scan

Retention Issues Non-Returning Student Scan

Non-Enrolling Applicants

Applicant Conversion Fall 2008

Fall 2008 9,591 Students Applied

5,610 Enrolled (58.5%) 2,508 Mission College (52.8%) 3,102 West Valley College (64.1%)

3,981 Did Not Enroll (41.5%) - Duplicated 2,246 Mission College (47.2%) 1,735 West Valley College (35.9%)

707 Both Mission And West Valley


Application Type Mission College

98% Online West Valley College

85% Online Both

98% Paper Application

Student Type Mission College

57% High School Diploma 22% BA Or Higher

West Valley College 60% High School Diploma 19% BA Or Higher

Both 41% High School Diploma 17% BA Or Higher 17% Foreign High School

Graduate


Academic Program Mission College

General Studies AA (30%)

Business AS (8%) Community Health

Worker (7%) Vocational Nursing AS

(7%)

Academic Program West Valley College

Liberal Arts AA (46%) Business Transfer AA

(9%) Administration Of

Justice (3%) Both

General Studies AA (94%)


Educational Goal Mission College

22% Transfer With Associate

16% Undecided 10% Transfer Without

Associate 9% Four-Year Student

Taking A Four-Year Course

Educational Goal West Valley College


17% Undecided 12% Transfer Without

Associate 12% Four-Year Student

Taking A Four-Year Course


Educational Goal Both


24% Undecided 10% Personal Interest/

Educational Development

8% Improve Basic Skills


Age Mission College

21% 19 & Younger 30% 20 To 24 30% 25 To 34 12% 35 To 44 6% 45 And Over

West Valley 31% 19 & Younger 31% 20 To 24 17% 25 To 34 10% 35 To 44 11% 45 And Over

Age Both

25% 19 & Younger 22% 20 To 24 24% 25 To 34 15% 35 To 44 13% 45 And Over


Gender Mission College

56% Female West Valley College

54% Female Both

57% Female

State Mission College

98% California West Valley College

97% California Both

99% California


Ethnicity Mission College

18% White 16% Mexican-American 13% Filipino 9% Vietnamese 7% African-American

West Valley College 37% White 12% Mexican-American 6% African-American 6% Chinese

Ethnicity Both

16% White 14% Hispanic 10% Filipino 10% Vietnamese 8% Mexican-American 7% Asian 7% African-American 6% Chinese


Primary Language Mission College

82% English West Valley College

80% English Both

56% English 36% Not English

Enrollment Status Mission College

26% First-Time 68% Transfer

West Valley College 37% First-Time 60% Transfer

Both 70% First-Time 26% Transfer


Other Colleges Attended Mission College

De Anza College San Jose State University Cal State – Northridge College Of The Canyons Evergreen Valley College Foothill College Ohlone College San Jose City College

Other Colleges Attended West Valley College

De Anza College San Jose State University San Jose City College Evergreen Valley College


Needs And Interests Mission College

Virtually None West Valley College

Virtually None

Needs And Interests Both

6% Basic Skills 8% Career Planning 4% Child Care 7% Counseling Services 8% Employment Assistance 11% English As A Second

Language 19% Financial Aid 5% Health Services 4% Testing & Assessment 6% Tutorial Services 6% Work Experience

Methodology

First-Time And Transfer Groups Chosen As Focus Accounted For 95% Of Total Non-Enrolling

In-Depth Focused Telephone Interviews January 2009 8 To 12 Minutes Each 100 Surveys Completed

First-Time – 39 Surveys Transfer – 61 Surveys

First-Time Non-Enrolling Applicants

Primarily Attending High School Applied To West Valley

Close To Home And Friends/ Just Take A Class Or Two

Applied To Mission Close And Applied Late

Two-Thirds Applied To Other Colleges One-Third Did Not Think They Had

Sufficient Funds To Attend When Applied

First Time Non-Enrolling Applicants

Options Other Than College De Anza College, Working, Nothing

First Learned About Colleges High School, Friends, Relatives

Sources Of Information Internet, Web Site

Most Likely To Do Online Application Applied One Month Or Less Ahead Of Semester

Start

First Time Non-Enrolling Applicants

Communication During Process Little To None With West Valley College More With Mission College

Majority Did Not Apply For Financial Aid Attended Another College Or Went To Work

De Anza And Other Colleges – Closer, Had Courses Or Programs

Transfer Non-Enrolling Applicants

Majority Were Attending Another College – Both Two-Year And Four-Year Wanted To Pick Up A Class That Their College

Was Not Offering Cost Of Four-Year

Applied To West Valley College Needed A Class

Applied To Mission College Specific Program Offered, Close To Work, Just

Take A Class


Less Than Half Applied To Other Colleges Less Than One-Fourth Did Not Think They

Had Sufficient Funds To Attend When They Applied

Options Other Than College De Anza College, Working, Other Colleges

First Learned About College Friends, Relatives, Online, Drove By It


Sources Of Information Internet, Googled It, Web Site

Most Likely To Do Online Application Applied One Month Or Less Ahead Of Semester

Start Communication During Process

Little To None With West Valley College More With Mission College

Majority Did Not Apply For Financial Aid


Attended Another College Or Went To Work De Anza College

Accepted Quarter Units Other Colleges

Programs

Both Non-Enrolling Applicants

Trying To Get In Anywhere Many Colleges Applied To Mistakes Rationale For Preferring West Valley

College Campus/ Friends Close


Rationale For Preferring Mission College Programs Closer To Work And Home

Sources Used For Information Went To Campus, Internet

Most Likely To Do A Paper Application Applied About One Month Ahead


Communication During Process Little To None With West Valley College More With Mission College – E-Mails

Majority Did Not Apply For Financial Aid More Likely To Go To Work

Adults

Community Scan Methodology

500 Households By Telephone Resulting In A 95% Reliability And +4.4% Error West Valley College Area +6.5% Error Mission College Area +7.4% Error Contiguous To Both +10.0% Error

Stratified By Zip Codes Across Service Area

15 To 20 Minutes Each February 2 To 18, 2009

Unaided Recall – West Valley Area

San Jose State University (32%) Stanford University (17%) De Anza College (11%) West Valley College (10%) Santa Clara University (8%) San Jose City College (4%) University Of California – Berkeley (4%) Mission College (0%)

Unaided Recall – Mission Area

Stanford University (23%) San Jose State University (17%) De Anza College (15%) Santa Clara University (12%) Foothill College (10%) Mission College (8%) University Of California – Berkeley (4%) West Valley College (1%)

Unaided Recall – Both

San Jose State University (43%) Evergreen Valley College (31%) De Anza College (5%) San Jose City College (4%) Stanford University (2%) Santa Clara University (2%) West Valley College (1%) Mission College (0%)

Familiarity – West Valley Area

San Jose State University (64%) Stanford University (45%) Santa Clara University (38%) De Anza College (36%) West Valley College (30%) University Of California – Berkeley (24%) San Jose City College (16%) Mission College (3%)

Familiarity – Mission Area

San Jose State University (56%) Stanford University (48%) Santa Clara University (43%) De Anza College (40%) Mission College (28%) Foothill College (24%) University Of California – Berkeley (23%) West Valley College (6%)

Familiarity – Both

San Jose State University (64%) Evergreen Valley College (55%) San Jose City College (32%) De Anza College (23%) Santa Clara University (22%) West Valley College (19%) Stanford University (16%) Mission College (10%)

Keywords

West Valley College Good, Very Good, Community College, Beautiful (Campus), Nice, Pretty

Mission College Junior College, Good College, Very Good

De Anza College Good, Junior College, Convenient, Local, Nice, Very Good, Best

Evergreen Valley College Good, Community College, Junior College, Small, Very Good

Foothill College Community College, Junior College, Good, Local, Pretty

Ohlone College Community College, HillSan Jose City College Local, Good, Excellent, Very Good

San Jose State University Good, Excellent, Affordable, Big, Very Good,

Commuter, Average, Crowded, Local, Large, State School,

Santa Clara University Excellent, Expensive, Private, Good, Jesuit, Very Good

Stanford University Expensive, Excellent, Elite, Prestigious, Private, Top Notch

University Of California – Berkeley Excellent, Good, Liberal, Radical, Top NotchUniversity Of California – Davis Good, Agriculture

Quality Ratings

0 1 2 3 4 5 6 7 8 9 10

West ValleyCollege

UC Santa Cruz

UC Davis

Santa ClaraUniversity

San Jose StateUniversity

San Jose CityCollege

Ohlone College

Mission College

Gavilan College

Foothill College

EvergreenValley College

De Anza College

1 = Lowest Quality To Highest Quality = 10

West Valley Area

Both

Mission Area

Media Recall For Colleges By Region

0 10 20 30 40 50 60 70 80 90 100

Other

Web ads

Shopping mall ads

Movie theater ads

Web site

Television or cable TV

Radio

Newspaper

CareerFocus mailed to home

Class schedule mailed to home

E-mail

Brochures

Blogs

Bus ads

Percent

West Valley Area

Mission Area

Interest In Attending College

Attitudes Toward College Personal Situation

0 10 20 30 40 50 60 70 80 90 100

I would like to take some college coursesbut do not think I can succeed.

I would like to take some college courses,but I don't have the time.

I would like to take some college courses,but I can't afford it.

If I could take courses for a bachelor'sdegree locally, I would enroll in college.

Percent Agree

West Valley Area

Both

Mission Area

Potential College EnrolleeMarket Segments

Likely To …

Enroll In A Class 21% West Valley Area

Education, Nursing, Business, Master’s/ MBA Accounting, Anatomy, Art/ Computers, Arts,

Astronomy, Computers, Engineering, English, Environmental Studies, Fashion Design, History, Information Technology, Interior Design, Internet Marketing, Language, Law, Management, Medical, Metal Working, Personal Improvement, Photography, Pre-Nursing, Project Management In Software Development, Radio And Film, Cooking, Vocational, Woodworking

Likely To …

Enroll In A Class 33% Both

English, Computers Anatomy, Anthropology, Architecture, Art, Business,

Communication, Education, GED, Forensic Science, Law, Math, Medical, Music, Nursing, Social Science, Statistics

Likely To …

Enroll In A Class 28% Mission Area

Computers, Business, Education Accounting, Childcare, Communication,

Construction Management, Continuing Education, Criminal Justice, Drama, Electricity/ Solar Panels, Engineering, Environmental Studies, Finance, Health Care, Horticulture, Information Technology, Management, Master’s, Math, MBA, Media, Medical, Nursing, Physical Therapy, Religion, Science, Writing

Likely To …

Seek A Degree 13% West Valley Area

34% Bachelor’s, 34% Master’s, 14% Associate Education, Nursing, Business Civil Engineering, Computer Science, Design,

Electrical, Environmental Studies, Environmental Studies/ Computer Science, Health Management, Interior Design, Marketing/ Accounting, Medical, Medicine, Photography, Psychology, Science, Telecommunications

Likely To …

Seek A Degree 23% Both

27% Certificate, 27% Bachelor’s, 18% Associate, 18% Master’s

English, Music, Medical Accounting, Administration/ Business, Architecture,

Computers, Criminal Law, Education, Fashion Design, Mechanic, Paralegal, Sociology, Education, Nursing, Business Administration, Science

Likely To …

Seek A Degree 19% Mission Area

42% Master’s, 33% Bachelor’s, 18% Associate, 6% Certificate

Child Development, Engineering, Nursing, Environmental

Art, Business/ International Finance, Cars, Child Development/ Special Needs, Computer Science/ Engineering, Criminal Justice, Drama, Finance, Geosciences, Health Care, Management, MBA, Medical/ Bookkeeping, Mental Health, Performance/ Music, Physical Therapy, Computer Science, Accounting, Education – Teaching, Business Administration, Science

Interest In Attending College

29% Interested In Attending College

23.0

38.530.5

0

20

40

60

80

100

West ValleyArea

Both MissionArea

West Valley Area

Both

Mission Area

Interested In Attending Credit Classes

Not Interested In Attending Credit Classes

College Preferred West Valley Area

De Anza College (19%) West Valley College (17%) San Jose State University (13%)

Both San Jose State University (24%) Evergreen Valley College (19%) Foothill College (5%) West Valley College/ San Jose State University

(5%)

College Preferred Mission Area

San Jose State University (26%) De Anza College (24%) Foothill College (9%) Santa Clara University (8%) Mission College (6%)

Planned Enrollment Status

West Valley Area 24% Full-Time 69% Part-Time

Both 18% Full-Time 82% Part-Time

Mission Area 30% Full-Time 70% Part-Time

Planned Employment Status

West Valley Area 51% Full-Time, 24% Part-Time, 23% Will

Not Work Both

32% Full-Time, 27% Part-Time, 32% Will Not Work

Mission Area 38% Full-Time, 42% Part-Time, 21% Will

Not Work

0 10 20 30 40 50 60 70 80 90 100

Off-site courses (at a neighborhood sitenear you)

Lecture courses (16 week courses)

Open entry/ open exit courses

Internet courses (online)

Hybrid courses - half lecture/ half online

Accelerated courses (6 or 8 weekcourses)

Accelerated courses (2 To 4 weekcourses)

Percent Likely To Enroll

West Valley Area

Both

Mission Area

Delivery Methods Preferred

Neighborhood Locations Preferred

West Valley Area Campbell, Cupertino, Los Gatos, San Jose

Both San Jose, Evergreen Valley High School,

Local High School Mission Area

Sunnyvale, Mountain View, San Jose

Miles Willing To Drive One-Way To Attend Credit Classes

West Valley Area 16.8 Miles

Both 14.4 Miles

Mission Area 15.5 Miles

Scheduling Preferences During Week

0 10 20 30 40 50 60 70 80 90 100

Weekend

Evening

Day

Percent

West Valley Area

Both

Mission Area

Scheduling Preferences During Day

0 10 20 30 40 50 60 70 80 90 100

8am To 5pm

Noon To 5pm

8am To Noon

Prior To 8am

Percent

West Valley Area

Both

Mission Area

Scheduling Preferences During Day

0 10 20 30 40 50 60 70 80 90 100

Any Day - Monday Through Friday

Monday/ Tuesday/ Wednesday/Thursday

Monday/ Wednesday

Monday/ Wednesday/ Friday

Percent

West Valley Area

Both

Mission Area

Scheduling Preferences During Evening

0 10 20 30 40 50 60 70 80 90 100

7:00pm

6:30pm

6:00pm

5:30pm

5:00pm

4:30pm

4:00pm

Percent

West Valley Area

Both

Mission Area

Scheduling Preferences During Evening

0 10 20 30 40 50 60 70 80 90 100

Any Evening - Monday ThroughFriday

Monday/ Tuesday

Monday/ Tuesday/ Wednesday/Thursday

Tuesday/ Thursday

Percent

West Valley Area

Both

Mission Area

Scheduling Preferences During Weekend

0 10 20 30 40 50 60 70 80 90 100

Sunday Morning

Saturday Morning/ Sunday Morning

Saturday Morning/ Afternoon

Saturday Morning

Anytime

Friday Evening/ Saturday

Percent

West Valley Area

Both

Mission Area

Information Sources

0 10 20 30 40 50 60 70 80 90 100

Newspaper ads

YouTube

MySpace/ Facebook

Financial aid nights

DVD's/ CD's

College web site

College fairs/ information nights

College financial aid nights

Online

Printed

College catalog

Online

Printed

Class schedule

Campus visits

Percent Likely To Use

West Valley Area

Both

Mission Area

Communication Methods Preferred

0 10 20 30 40 50 60 70 80 90 100

Text message

Telephone call

Personal visit

Mail

E-mail

Percent

West Valley Area

Both

Mission Area

Computer Usage

Computers At Home West Valley Area (96%)

Internet (96%) High-Speed Access (92%)

Both (68%) Internet (68%)

High-Speed Access (96%)

Mission Area (98%) Internet (96%)

High-Speed Access (92%)

Cell Phone Usage

Have Cell Phone West Valley Area (94%)

Internet On Phone (12%) Both (70%)

Internet On Phone (8%) Mission Area (74%)

Internet On Phone (18%)

Continuing Education Market Segment

0 10 20 30 40 50 60 70 80 90 100

Improve careerskills

Fun

Noncredit class

English class

Adult literacy orEnglish class

Percent

West Valley Area

Both

Mission Area

Interest In Not For Credit Education

Interest In Not For Credit Education

48% Interested In Programming

56.1

43.8 40.8

0

20

40

60

80

100

West ValleyArea

Both MissionArea

West Valley Area

Both

Mission Area

Interested In Attending Not For Credit Classes

Not Interested In Attending Not For Credit Classes

Parental Attitudes

Children At Home

Have School Age Children At Home 20% West Valley Area

13% Preschool, 66% Elementary, 23% Junior High, 26% High School

23% Both 41% Preschool, 59% Elementary, 4% Junior High,

14% High School 17% Mission Area

40% Preschool, 43% Elementary, 20% Junior High, 33% High School

Attendance At College

94% Expect Children Will Attend College Likelihood Of Encouraging Children To

Attend West Valley College West Valley Area

38% Very Likely/ Likely 62% Unlikely/ Very Unlikely

Mission Area 38% Very Likely/ Likely 62% Unlikely/ Very Unlikely


Likelihood Of Encouraging Children To Attend Mission College Mission Area

42% Very Likely/ Likely 58% Unlikely/ Very Unlikely

West Valley Area 15% Very Likely/ Likely 85% Unlikely/ Very Unlikely


Rationale For Encouraging Children To Attend WVMCCD Affordable, Close, Good Starting Point, Local

Rationale For Not Encouraging Children To Attend WVMCCD Know Nothing About It, Want A Four-Year Or

University, Too Far Ahead

QUESTIONS?

West Valley-Mission Community College District: External Scan Results Prepared By: CLARUS...

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