COMMUNITY COLLEGE AT A CROSSROADS Staying True While Serving New Audiences 1
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- COMMUNITY COLLEGE AT A CROSSROADS Staying True While Serving
New Audiences 1
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- Founded 1965 Rooted in its technical school heritage Technical
Certificates, GEDs, Associate Degrees From Diesel Mechanics to
Nursing to pre-Education Dominates its trading area 13,000 students
2 CHATTANOOGA STATE COMMUNITY COLLEGE
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- COMMUNITY COLLEGE MEANS... Open admissions Serving diverse
audiences High School grads Adults Business community Affordable
Convenient Accredited State funded 3
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- THE SITUATION 4
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- TREMENDOUS GROWTH 5
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- GROWTH DRIVEN BY... Weak economy Adults retooling, seeking new
skills Families looking for more affordable path to college degree
Strong programs and new partnerships Volkswagen Academy Nursing and
Allied Health Two Plus Two E-learning 6 BA degree
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- STATE CHANGES FUNDING FORMULA Pre-2010: Funding based on number
enrolled Strategy: Attract more students Open front door 7
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- STATE CHANGES FUNDING FORMULA 2010 and beyond: Funding based on
number who graduate Strategy: Attract, retain, and graduate more
students 8
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- CHATT STATE AT A CROSSROADS: GROWTH MUST BE TARGETED Growth
must be targeted to specific segments, not just overall. Dr. Jim
Catanzaro, President, October, 2010. 9
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- CROSSROADS NEED ANSWERS BEFORE MOVING ON 10 Tremendous growth
Some programs at capacity Nursing, health-related New programs
working New funding formula: retention Who? How? What? Why? The
strategic challenges defined the questions
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- THE RESEARCH APPROACH 11
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- OBJECTIVES Assess overall awareness, attitudes and perceptions
among constituent groups about Chattanooga State Explore the
decision-making process Explore the strengths and weaknesses of its
communications Advertising Website Learn about the e-learning
program Dig into the root causes of retention 12
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- Graduates Online Prospects High School Counselors Current
Students Online Current Online Drop-outs Prospects: HS Adults WE
IDENTIFIED ALL CONSTITUENCIES 13
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- Graduates Online Prospects High School Counselors Current
Students Online Drop-outs Current Online Prospects: HS Adults WE
ORGANIZED THEM INTO RELATED GROUPS 14
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- Graduates Online Prospects High School Counselors Current
Students Online Drop-outs Current Online Prospects: HS Adults WE
SELECTED A METHODOLOGY TO MATCH THE GROUPS 15 Focus Groups Online
Bulletin Board 1-on-1s
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- THE QUALITATIVE INFORMED THE QUANTITATIVE 16 QUAL QUANT D-Guide
Questionnaire
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- KEY FINDINGS 17
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- PERSONIFICATION EXERCISE If Chatt State were a retail chain, i
t would be most like _________ 18
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- CHATT STATE DELIVERS ON WHAT MATTERS 19 AffordableVariety of
programsConvenient locationSmall classesEasy
admissionsAccreditedTransferable credits
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- CHATT STATE HAS MANY POSITIVE BRAND EQUITIES Jobs and careers
Hands-on learning Faculty: Cares Real world experience Mentors Good
reputation in the community Networking 20
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- BRAND CHATT STATE HAS SOME LIABILITIES The 13 th Grade Crowded
Parking Lenient admissions Too easy classes Faculty Registration,
Financial Aid not working Low status Advisor program 21
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- Low Awareness Growth Potential Health (Nursing) Health
(Nursing) Business; Sciences Business; Sciences AWARENESS OF
PROGRAMS WITH GROWTH POTENTIAL WAS LOW 22 High
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- THE ADVERTISING CAMPAIGN WAS APPROACHING WEAROUT High awareness
Cheesy, not real Confusion around the Ask Joe phrase Ads with
call-to-action work 23
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- THE WEBSITE SCORED HIGH MARKS Well-received Prospective
students want the facts - quickly Challenge: lots of info
Opportunities to improve e-mail functionality Some helpful features
had low awareness 24
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- RESEARCH CONFIRMS BARRIERS TO RETENTION: Life gets in the way.
Work Family Financial issues Course work overload 25
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- THERE ARE MANY RESOURCES TO HELP RETAIN STUDENTS... Caring,
helpful, engaged professors Study resources: Reading lab Math lab
Tutoring Advisors 26... BUT THEY HAVE LOW UTILIZATION
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- E-LEARNING DRIVEN BY CONVENIENCE AND FLEXIBILITY Convenience
and flexibility drive online enrollment Organized self-starters
more likely to succeed Certain subjects better-suited for online
E-learning would benefit from a stand alone, consumer-focused
website 27
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- E-LEARNINGS GROWTH POTENTIAL IS AMONG CURRENT STUDENTS Current
students highly satisfied with online classes Non-Chatt State
online students not really interested in Chatt State 28
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- WHATS NEXT? 29
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- INSIGHTS DRIVING A NEW PLANNING PROCESS 30 InsightsStrategic
PlanMarketing Plan $ Budget $
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- INSIGHTS DRIVING A NEW STRATEGIC PLAN Promote programs with low
awareness, capacity, and potential for growth Engineering
Technology Sciences 2 Plus 2 program: Center for Education &
Human Services 31
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- THE ASK JOE CAMPAIGN GETS NEW MESSAGES Ask Joe messages to
communicate many positive brand equities, such as: Real life
success stories of graduates Affordability Distinguished faculty
Hands-on learning, small classes Accreditation 32
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- ASK JOE MESSAGES TAILORED TO SPECIFIC AUDIENCES 33 High School
2 Yrs. and get a job High School Prepare for Bachelors Degree High
School 2 Yrs. and get a job
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- COMMUNICATIONS WILL UTILIZE MORE DIVERSE MEDIA Explore new
media Social media Public relations: free media 34
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- STUDENT RETENTION REQUIRES NEW APPROACHES New strategies:
Increase awareness of resources Improve effectiveness of resources
Blue sky: Identify at-risk students early on Develop new resources
for at-risk students 35
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- THROUGH THE CROSSROADS WITH A NEW APPROACH 36 Little data Broad
target and messages Enrollment Nursing, Health Related Data
Targeted messages Retention Sciences, Engineering
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- THANK YOU 37