CCCU CCCU Chief CommunicationsChief Communications
Officers ConferenceOfficers Conference
Stra-TEA-gic MarketingCommunications
June 21, 2001 Maguire Associates, Inc.www.maguireassoc.com
Goals of the ProjectGoals of the Project
Listen to your audiencesMarket behaviorPreferred communications vehiclesEducational prioritiesVisibility/Identity of Christian colleges and
universities Establish a distinctive image Strengthen the CCCU’s competitive position Uncover profiles of target audiences Gain a longitudinal perspective (1986 vs. 2000)
The art of research.The art of research.The science of The science of
communications.communications.
Research AudiencesResearch Audiences
Rising Juniors
Rising Seniors
High School
Graduates 2002 2001 2000
Prospects Inquirers/
Parents Inquirers/ Parents
Admitted Students
1986 Prospects
1986 Inquirers
4
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)
Timing of the College SearchTiming of the College Search
Begin communication with families early. Build recruitment communications plans
based on the first point of contact, not the institution’s calendar.
Quickly establish an identityWith CCCU For your institution
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.
49.2%
85.6% 86.0%92.4%
0
20
40
60
80
100
Prospects Inquirers Non-Matriculants
Matriculants
% y
esPrinted MaterialsPrinted Materials
21.3%
45.5%
72.0% 79.3%
0
20
40
60
80
100
Prospects Inquirers Non-Matriculants
Matriculants
% y
esChristian College Web Site VisitsChristian College Web Site Visits
Use of Information SourcesUse of Information Sources
Design a breadth-and-depth Web site.
Provide hyperlinking services.
Negotiate hyperlinks to/from the CCCU and other sites where students might be more inclined to travel.
Prospects’ PrioritiesProspects’ Priorities
Value of Education (4.57) Preparation for Future Careers (4.55) Availability of Financial Aid/Scholarships to
Meet Need (4.54) Employment Opportunities after Graduation
(4.50) Quality of Major (4.48) Total Cost (tuition, room, board, etc.) (4.41) Quality of Faculty (4.29)
(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)
Level of VisibilityLevel of Visibility
Visibility among prospects:1.79 in 19861.97 in 2000
2.25 rating for CCCU visibility is a good target to reach in the next 5 years.
22.6%
18.4%22.6%
23.2%
33.4%
18.9% 19.1%
24.7%
2.2%
14.7%
0
10
20
30
40
50
No Interest Little Interest Unsure Some Interest Great Interest
Prospects (mean=1.62) Inquirers (mean=2.94)
Interest in Applying to Christian Interest in Applying to Christian College or University (2000)College or University (2000)
(among those who do not intend to apply to a Christian college or university)(among those who do not intend to apply to a Christian college or university)
%
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
prospective students hear “Christian colleges and universities”: “Religion” (5%) “Christian environment” (5%) “Christian faith” (4%) “Church” (4%)
The addition of “liberal arts” diminishes their ability to gain a clear impression of CCCU institutions.
Top Impressions of “Christian Top Impressions of “Christian Colleges and Universities” Colleges and Universities” (2000 Prospects):(2000 Prospects):
Nothing (18%) Religion (6%) Church (6%) God’s will (6%) Strict (3%) Bible school (3%) Good atmosphere/
Environment (3%)
Good school (2%) Private school (2%) Christian environment (2%) Christians (2%) Christ-like school (2%) Christian school (2%) Value beliefs (2%)
Positive Images of a Christian Positive Images of a Christian EducationEducation
In 1986, prospects thought most positively about quality-of-life issues:“Community” “Close atmosphere” “Faculty-student relations” “Personal attention”
Positive Images of a Christian Positive Images of a Christian EducationEducation
Among Year 2000 prospects, quality-of-life issues emerged again:“Good atmosphere” “Good environment”“Nice/friendly/caring people” “Values/morals” “Christian fellowship” “Christian atmosphere”
Negative Images of a Christian Negative Images of a Christian EducationEducation
Top negative mentions for prospects are: “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
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
(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)
ParentsParents
Prospective students gave even higher ratings to their parents’ role than parents did themselves.
Parents have a propensity to look at the big picture.
They attach higher priorities to the special opportunities provided by a Christian education.
They see a stronger linkage between academics and faith.
Financial aid plays a more dominant role in defining cost considerations.
ParentsParents
Member Recommendations:Member Recommendations:
Craft a communications flow for parents, based on the messages in the research.
Include a series of personalized letters.
Concentrate on communicating the benefits of integrating academics and a Christian-based community from the outset.
ParentsParents
Member Recommendations:Member Recommendations:
Message concepts for parents:Make the case for value Highlight the faculty in all their dimensionsCommit to continue family values Encourage financial planning Safety and security Career counseling and services
ParentsParents
Member Recommendations:Member Recommendations:
Provide evidence of investment value:Job placement recordsLists of companies that visit the campus each
year to recruit studentsHolistic success stories
Purposes of Hallmark ThemesPurposes of Hallmark Themes
Increase public’s appreciation for the overall value of a Christian education
Set stage for presenting identity of each institution
Provide an effective, strong, clear message for a variety of audiences
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
Academic quality is linked to: Preparation for graduate school Quality of specific majors more than overall
reputation Quality of faculty
Concerns surfaced about the meaning of liberal arts and the relationship between learning and religion.
Academic Quality Academic Quality
Council Recommendations:Council Recommendations:
Lead communications messages with direct reference to scholarship, followed by concept of faith and learning.
Voice the Council’s commitment to providing academic quality.
Drop the term “liberal arts” from the generic description of Christian colleges and universities.
Academic Quality Academic Quality
Member Institution Recommendations:Member Institution Recommendations:
Tackle perceptions that CCCU institutions may lack intellectual depth. Issues: Intellectual freedom RigidityAcademic rigor
Provide evidence of quality throughout the communications flow.
Academic Quality Academic Quality
Member Institution Recommendations:Member Institution Recommendations:
Develop the concept of integrating faith and learning over time.
Emphasize faculty commitment to the development of the whole person:Attend to intellectual, social, spiritual dimensionsUse faculty voices
Academic Quality Academic Quality
Member Institution Recommendations:Member Institution Recommendations:
Develop appreciation for the value of a Christian faculty.Profile faculty, students, and alumni (multi-
dimensional).Post their honors and achievements. Use high-profile alumni quotations and
testimonials.
Christian-centered CommunityChristian-centered Community
Students have a narrow vision of a Christian campus environment at the beginning of the college search process.
Christian-related variables impact upon students’ decisions throughout the “admissions funnel.”
Christian-centered CommunityChristian-centered Community
Families are paying close attention to character development.
Students are thinking about Christian communities compartmentally:Social lives Religious life Community service/service learning
Christian-centered Community Christian-centered Community
Member Recommendations:Member Recommendations:
Align personal growth with spiritual development to define and distinguish Christian communities.
Develop Christian fellowship and its impact on all aspects of student life – an integration of faith and living.
Illustrate ways that students work together in Christian and community service activities.
Christian-centered Community Christian-centered Community
Member Recommendations:Member Recommendations:
Draw attention to:the intimacy of the campus communitySocial life and social responsibility
Help students to appreciate the full scope of on- and off-campus programs available.
Christian-centered Community Christian-centered Community
Member Recommendations:Member Recommendations:
Create a multi-dimensional perspective of student life:Quality of other studentsSocial and religious traditions Best examples of a typical day Evidence of social life with a sense of social
responsibility Opportunities for fun and community service on
and off campus
Future OrientationFuture Orientation
Students are focused on graduate school, their first job, and their careers.
Top priorities are: “Preparation for future careers” “Employment opportunities after graduation”
Academic quality and preparation for the future are intertwined.
Future OrientationFuture Orientation
Parents also give substantial weight to practical outcomes:“Employment opportunities after graduation”
“Preparation for careers”
Career preparation is tightly linked to value in students’ and parents’ minds.
Future Orientation Future Orientation
Member Recommendations:Member Recommendations:
Provide ample information throughout the recruitment process about practical outcomes. Lists of first jobs received Graduate school acceptances Lists of recruiters to the campus each year
Future Orientation Future Orientation
Member Recommendations:Member Recommendations:
Demonstrate how students get “real world” experiences while still enrolled.
Continue to convey successes in preparing graduates for leading responsible, socially conscious lives.
Financial InvestmentFinancial Investment
A college education is worth the money if: “Good education” “Employable at graduation” “Preparation for life” “Christian atmosphere” “Quality of major”
Parents focus more on preparation for life than employability.
Financial InvestmentFinancial Investment
Message testing for adding the most value across all four prospective student groups: “…encouraged to form their own view of the
world and are prepared to achieve success in their chosen field, while engaging society with Christian principles and ideas.”
“…a commitment to continue the Christian values of families and to foster individual spiritual growth.”
“Christian morals and character development are central to the educational process.”
Financial InvestmentFinancial Investment
Most effective messages for parents are: “…a commitment to continue the Christian
values of families and to foster individual spiritual growth.”
“…encouraged to form their own view of the world and are prepared to achieve success in their chosen field while engaging society with Christian principles and ideas.”
“…a firm commitment to the integration of Christian faith and learning.”
Financial InvestmentFinancial Investment
All student audiences think about money issues mostly in terms of sticker, not net, price.
Prospects have an integrated definition of educational value: Closely tied with the importance of preparation
for future careers and character development
Financial Investment Financial Investment
Council Recommendations:Council Recommendations:
Write a value proposition that augments the signature statement.
Talk about value in terms of investments in preparation for future careers and character development.
Financial Investment Financial Investment
Council Recommendations:Council Recommendations:
Use the following messages to communicate value most effectively to prospects: “Students are encouraged to form their own view
of the world and are prepared to achieve success in their chosen field while engaging society with Christian principles and ideas.”
“Christian morals and character development are central to the educational process.”
Financial Investment Financial Investment
Member Recommendations:Member Recommendations:
Communicate the valued-added benefits of a Christian education throughout the communications process.
Increase families’ understanding of the concept of net cost.
Building the CCCU/Member Building the CCCU/Member Institution PartnershipInstitution Partnership
Council Recommendations:Council Recommendations:
Develop a research-based signature statement.
Be bold in defining the uniqueness of a Christian education, but use “cascading” language.
Position the CCCU membership against public university competitors.
Building the CCCU/Member Building the CCCU/Member Institution PartnershipInstitution Partnership
Member Institution Recommendations:Member Institution Recommendations:
Use the CCCU’s signature statement to reinforce the national organization and to tie the school to it.
Use the CCCU logo to add visibility to the organization.
Adapt the hallmark themes to reflect the member institution’s distinctive character.
Building the CCCU/Member Building the CCCU/Member Institution PartnershipInstitution Partnership
Member Institution Recommendations:Member Institution Recommendations:
Base institutional messages on what is in place at the institutional level, not what is planned for the future.
Promote the “Christian variables.” Strength of other five variablesRole of church affiliation