Transcript Document
CCCU
Chief Communications
Officers Conference
Stra-TEA-gic Marketing
Communications
June 21, 2001
Maguire Associates, Inc.
www.maguireassoc.com
Goals of the Project
Listen to your audiences
Market behavior
Preferred communications vehicles
Educational priorities
Visibility/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 science of
communications.
Research Audiences
Rising
Juniors
Rising
Seniors
2002
2001
High
School
Graduates
2000
Prospects
Inquirers/
Parents
1986
Prospects
Inquirers/
Parents
Admitted
Students
1986
Inquirers
4
Market
Behavior
Timing of College Search (2000)
50
40
28.2%
27.4%
30
21.0%
21.0%
18.0%
20
10
0
19.6%
17.1%
8.8% 8.8%
5.9%
6.0%
B e f o re F re s hm a n
Year
3.5%
B e f o re F re s hm a n
Year
D uring S o pho m o re
Year
Inquirers
B e f o re m id- po int
o f J unio r Y e a r
S pring o f J unio r
Year
S um m e r a f t e r
J unio r Y e a r
Parents of Inquirers
5.8%
2.4%
F a ll o f S e nio r Y e a r
Timing 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 identity
With CCCU
For your institution
Use of Source
100
93.0%
94.9%
80.7%
80
51.8%
60
47.3%
40
20
0
18.9%
7.0%
Printed materials
4.7%
The Internet
Yes
Personal
contacts
No
Personal
communication
via e-mail/chat
rooms
Use 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.
Printed Materials
100
85.6%
86.0%
92.4%
80
60
49.2%
40
20
0
Prospects
Inquirers
NonMatriculants
Matriculants
Christian College Web Site Visits
100
72.0%
79.3%
80
60
40
45.5%
21.3%
20
0
Prospects
Inquirers
NonMatriculants
Matriculants
Use 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’ 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)
Image of CCCU
Institutions
Familiarity with Christian Liberal Arts
Colleges and Universities
(1986 vs. 2000)
(Totally 5
Familiar)
4
2.73
3.08
3.34
3.53
3.28
3
2.42
1.79 1.97
2
(Not at All
1
Familiar)
Prospects
Inquirers
1986
Non-Matriculants
2000
Matriculants
Level of Visibility
Visibility among prospects:
1.79 in 1986
1.97 in 2000
2.25 rating for CCCU visibility is a good
target to reach in the next 5 years.
Interest in Applying to Christian
College or University (2000)
(among those who do not intend to apply to a Christian college or university)
50
40
30
33.4%
23.2%
22.6%
24.7%
22.6%
18.9% 19.1%
18.4%
20
14.7%
10
0
2.2%
No Interest
Little Interest
Unsure
Prospects (mean=1.62)
Some Interest
Inquirers (mean=2.94)
Great Interest
Market Definition of a Christian
College 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
Colleges and Universities”
(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
Education
In 1986, prospects thought most positively
about quality-of-life issues:
“Community”
“Close atmosphere”
“Faculty-student relations”
“Personal attention”
Positive Images of a Christian
Education
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
Education
Top negative mentions for prospects are:
“Too small”
“Too sheltered”
“Too protected”
“Closed-minded”
”Strict”
“Expensive”
Concerns about Cost of Christian
Colleges and Universities
(1986 vs. 2000)
Top Mention = “Expensive”
50
40
30
20.7%
19.3%
20
14.3%
12.0%
9.1%
20.2%
14.4%
10.1%
10
0
P ro sp ects
In q u irers
NonM atricu lan ts
1986
2000
M atricu lan ts
Parents
Timing of College Search (2000)
4 .3 %
B e fo re F re s h m a n Y e a r
2 1 .0 %
0.6%
16.5%
6 .1 % 8 .8 %
8.8%
B e fo re S o p h o m o re Y e a r
24.5%
1 8 .0 % 1 8 .7 %
D u rin g S o p h o m o re Y e a r
B e fo re m id -p o in t o f J u n io r
7.7%
S p rin g o f J u n io r Y e a r
0 .4 %
0.0%
0
1 7 .4 %
1 7 .1 %
1 0 .7 %
5 .9 %
3.5%
1.6%
F a ll o f S e n io r Y e a r
28.2%
19.6%
1.6%
S u m m e r a fte r J u n io r Y e a r
4 3 .5 %
3 1 .9 %
2 1 .0 %
Ye a r
In q u irers
27.4%
9 .1 %
5.8%
10
P aren ts o f In q u irers
20
30
N o n -M atricu lan ts
40
M atricu lan ts
50
Parents’ Influence in Choice of
College/University (2000)
(Very
Influential)
5
4
3.49
3.49
3.34
3.41
3.44
3
2
(Not at All
Influential)
1
Prospects
Inquirers
Parents of
NonMatriculants
Inquirers Matriculants
Parents
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.
Parents
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 Christianbased community from the outset.
Parents
Member Recommendations:
Message concepts for parents:
Make the case for value
Highlight the faculty in all their dimensions
Commit to continue family values
Encourage financial planning
Safety and security
Career counseling and services
Parents
Member Recommendations:
Provide evidence of investment value:
Job placement records
Lists of companies that visit the campus each
year to recruit students
Holistic success stories
Hallmark Themes
for CCCU
Purposes 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 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 Quality
Academic 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
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
Member Institution Recommendations:
Tackle perceptions that CCCU institutions
may lack intellectual depth. Issues:
Intellectual freedom
Rigidity
Academic rigor
Provide evidence of quality throughout the
communications flow.
Academic Quality
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 dimensions
Use faculty voices
Academic Quality
Member Institution Recommendations:
Develop appreciation for the value of a
Christian faculty.
Profile faculty, students, and alumni (multidimensional).
Post their honors and achievements.
Use high-profile alumni quotations and
testimonials.
Christian-centered
Community
Christian-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 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
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
Member Recommendations:
Draw attention to:
the intimacy of the campus community
Social life and social responsibility
Help students to appreciate the full scope of
on- and off-campus programs available.
Christian-centered Community
Member Recommendations:
Create a multi-dimensional perspective of
student life:
Quality of other students
Social 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 Orientation
Future 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 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
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
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 Investment
Financial 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 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 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 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
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
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
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 Institution
Partnership
Building the CCCU/Member
Institution Partnership
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
Institution Partnership
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
Institution Partnership
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 variables
Role of church affiliation
Conclusion
“The future is not a gift. It is an achievement.”
Harry Lauder