University Of North Alabama Alumni Marketing Survey Results Dr. Andrew L. Luna Director Institutional Research, Planning and Assessment

University Of North AlabamaAlumni Marketing Survey Results

Dr. Andrew L. LunaDirectorInstitutional Research, Planning and Assessment

Alumni Marketing Survey ResultsMarketing Surveys and UWG

As part of a comprehensive marketing plan, UNA administered surveys to key target audiences Alumni Current Freshmen Prospective Students

Results from this year’s survey would serve as a baseline for subsequent surveys

The surveys will be re-administered in Fall 2010

Alumni Marketing Survey ResultsUniversity Involvement

University Advancement University Relations Web Master Marketing Committee Institutional Research, Planning, and

Assessment

Alumni Marketing Survey ResultsSample Size

For the survey results to be generalized to each of the three separate populations, a significant sample size had to be generated

As the population significantly increases, the sample size exponentially decreases:N=100 (S=80%); N=1,000 (S=28%); N=10,000 (S=3.7%); N=100,0000 (S= .04%)

Alumni Marketing Survey ResultsSample Size

Based upon the formula, only the Alumni survey had a significant number of respondents

Alumni (n=504) – Significant Prospective (n=150) – Not Significant Current Student (n=60) Not Significant

Measuring Both Importance and Satisfaction

The Importance/Satisfaction procedure measures the importance respondent places on a given attribute as well as how satisfied they are with the service of that same attribute

Using I/S measures gives a lot more information than just satisfaction alone

An important component of the I/S measure is the performance gap which is the mathematical difference between importance and satisfaction

The performance gap indicates where the institution is least meeting student expectations

Alumni Marketing Survey Results18 Characteristics/Attributes

Access to Faculty Availability of Major Availability of Scholarships Availability of Social Events Close to Home Varsity Athletic Programs Cost to Attend Honors Programs Job Placement Opportunities Leadership Development National and State-Wide

Reputation

Warm/Friendly Campus Quality of Classroom Facilities Quality of Faculty Quality of Undergraduate Education Safe Campus Selective Admissions Standards Smaller Faculty/Student Ratio

Alumni Marketing Survey ResultsStatistics

Sent to all alumnae with contact information

Over 500 respondents Over 62 percent were under 50 and over 50

percent graduated before 1990 Most respondents received their degrees

from the Colleges of Business and Education

Alumni Marketing Survey ResultsDemographics

0102030405060708090

Females MalesGender 50.82 49.18

Perc

ent

Alumni Marketing Survey 2008Gender

Alumni Marketing Survey ResultsDemographics, Cont.

0102030405060708090

Black Other WhiteRace 4.37 5.95 89.68

Perc

ent

Alumni Marketing Survey 2008Race


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< 1950 1950 -1959

1960 -1969

1970 -1979

1980 -1989

1990 -1999

2000 -2007

Graduated 0.41 3.48 7.98 20.04 18.4 17.38 32.31

Perc

ent

Alumni Marketing Survey 2008When Did You Graduate from UNA?


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< 10 Miles 10 - 49 Miles

50 - 100 Miles

> 100 Miles

Distance 26.06 18.59 20.4 34.95

Perc

ent

Alumni Marketing Survey 2008How Far Do You Live From Campus?


0102030405060708090

30 or < 31 - 35 36 - 40 41 - 50 50 or >Age 23.88 11.02 7.96 19.59 37.55

Perc

ent

Alumni Market Survey 2008Age


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No Yes1st Generation 42.8 57.2

Perc

ent

Alumni Marketing Survey 2008First Generation Student?


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Email Internet Print Radio TVSource 40.45 28.66 24.8 1.42 4.67

Perc

ent

Alumni Marketing Survey 2008Main Source for Information


0

20

40

60

80

100

Email Mail Phone Social Network

Text Message

Contact 83.43 13.33 1.21 1.41 0.61

Perc

ent

Alumni Marketing Survey 2008Best Way to Contact Alumni


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No YesRecommend 2.19 97.81

Perc

ent

Alumni Marketing Survey 2008Would You Recommend UNA?


Over 57 percent of respondents were 40 and over

0102030405060708090

No YesAtt ended UNA 83.57 16.43

Perc

ent

Alumni Marketing Survey 2008Children Attend/ed UNA


0

10

20

30

40

50

60

70

80

90

Associates Baccalaureate Masters Specialist ProfessionalDegree 1.62 55.76 31.11 3.03 3.23

Perc

ent

Alumni Marketing Survey 2008Highest Degree Earned


Management/MarketingSecondary Education

Accounting/Business LawHistory/Political Science

Elementary EducationEconomics/Finance

BiologyMathematics/Computer Science

Health, Physical Education, RecreationSocial Work/Criminal Justice

Communications/TheaterSociology

10469

6766

5134

3232

29292828

Alumni Marketing Survey 2008Top Educational Degrees (n > 25)

Alumni Survey ResultsDemographics, Cont.

0102030405060708090

No YesPrepared 11.97 88.03

Perc

ent

Alumni Marketing Survey 2008Did UNA Prepare You

Alumni Marketing Survey ResultsGap Analysis

Measures both the Importance and Satisfaction of a particular variable or attribute

The Performance Gap is the difference between the Importance Measure and the Satisfaction Measure

The higher the Performance Gap, the least UNA is meeting customer (alumni) expectations

Attribute 1

Attribute 2

Attribute 3

Attribute 4

Attribute 5

Attribute 6

1

2

3

4

5

6

7

Importance Satisfaction

Meeting Expectations

Smaller GapLarger Gap

Exceeding Expectations/Possible

Overkill

Alumni Marketing Survey ResultsInterpreting the Radar Chart

Alumni Marketing Survey ResultsRadar Chart on 20 Characteristics

1

2

3

4

5

6

7Access To Faculy

Availability of My Major

Availability of Scholarships

Availability of Social Events

Close to Home

Varsity Athletic Programs

Cost to Attend

Honors Programs

Job PlacementLeadership Development

National/State-Wide Reputation

Warm/Friendly Atmosphere

Quality of Buildings/Facilities

Quality of Faculty

Quality of Undergraduate …

Safe Campus

Selective Admissions Standards

Smaller Faculty/Student Ratio

Alumni Marketing Survey 2008Importance/Satisfaction Measures

Importance Satisfaction Midpoint

Large negative gap.

Possible Overkill

Large positive gap.Concentrate Here

Not Meeting Expectations

Intersection of Importance to Satisfaction.

Meeting Expectations

Alumni Marketing Survey ResultsTop Performance Gaps

NOTE: Larger gaps mean UNA is least meeting expectations

National/State-Wide Reputation

Quality of Undergraduate Education

Quality of Faculty

Availability of Scholarships

Job Placement

0.42

0.43

0.47

0.59

0.89

Alumni Marketing Survey 2008Top Five Performance Gaps

(Performance Gap = Importance Measure - Satisfaction Measure)

Alumni Marketing Survey ResultsOpinion Questions

Questions were designed to ask about particular attributes within UNA

Questions were either based on a 1- 7 Likert Scale or by Y/N answers

Likert Scale responses were averaged. The higher the average the more favorable the respondent was toward that attribute

Alumni SurveyOpinion Questions

I am proud to be a graduate of UNAHow Valuable is UNA Magazine?UNA has a positive public image

UNA is moving in a positive directionHow valuable is Lion Pride E-Letter?

UNA has moved in the right direction over past 5 yearsUNA is a progressive institituion

How well informed are you abou events at UNA?Many People in my community are familiar with UNA

UNA is visible in the state of Alabama

5.445.37

5.075.05

5.035.00

4.944.824.81

4.72

Alumni Marketing Survey 2008Statements Concerning UNA


Athletic eventsOpportunity for professional dev/cont. education

HomecomingClass reunions

Music or theater eventOpportunity to meeti with former faculty

Family fun eventsAffinity/Special interest reunion

Opportunity to meet with current facultyYouth camps/conferences

5.215.07

5.014.47

4.424.42

4.244.06

3.673.37

Alumni Marketing Survey 2008What Would Make You Return to UNA?


0

100

200

300

400

500

No YesVisit UNA Website 64 432

Freq

uenc

yAlumni Marketing Survey 2008

Have You Visited UNA's Website?


AthleticsAcademics

AlumniNews/Current Events

Calendar/DirectoryDepartments

AllEmployment

PortalOther

1215251

272626

2413

1125

Alumni Marketing Survey 2008UNA Websites Visited

Alumni Marketing Survey ResultsOpen Ended Questions

Respondents were also asked their opinion on certain qualitative questions

These questions were codified and frequency distributions were run

In certain cases, respondents were asked to choose “all that apply,” and some gave more than one answer. This this case the total n may be greater than the respondent rate

Alumni SurveyOpen-Ended Questions

JACKSONVILLE STATETROYUAH

WEST ALABAMASOUTH ALABAMA

ATHENSMONTEVALLO

MTSUDELTA STATE

VALDOSTA

137110

8551

423938

333231

Alumni Marketing Survey 2008Top Ten Schools Similar to UNA

n = 598


NewsSports/Recreation

EducationYahoo.com

Google.comShoping

Facebook.comBanks

Myspace.comMSM.com

WeatherEmail

19479

7664

6054

4241

3534

3029

Alumni Marketing Survey 2008Top Web Sites Visited(n > 25)


Communication/MarketingPrograms

Higher StandardsCommunity Involvement

RecruitmentScholarships

Job OpportunitiesFacilitiesAthletics

ResearchMoney

Other

10733

2519

1710987

53

26

Alumni Marketing Survey 2008Raise Visibility of Academic Departments

n = 243


Classroom SizeFaculty/Staff Quality

Quality of Programs/OrganizationsWarm/Friendly Campus

LocationCampus/Facilities

CostAthletics

Small CampusSafe CampusTown/Gown

Other

11473

6658

4332

2819

1199

25

Alumni Marketing Survey 2008Strengths of UNA

n = 487


Marketing/CommunicationsAcademic Programs

Foreign StudentsQuality

Town/GownFaculty/Administration/Staff

Job OpportunitiesCost

DiversityParking

School Too SmallSocial Activities

AtmosphereFacilities

Other

6232

2321

2019

17161616

1513

1211

23

Alumni Marketing Survey 2008Weaknesses of UNA

n = 293

Recommendations

Alternate the Current Student Marketing Survey with the NSSE Survey

Continue to administer all three surveys every other year

Work to obtain a statistically significant response rate for each group

Questions?

Documents

University Of North Alabama Alumni Marketing Survey Results Dr. Andrew L. Luna Director Institutional Research, Planning and Assessment