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South County Community Scan Results

South County Community Scan Results Purpose Measure And Evaluate Perceptions Of Cuesta College And Alternative Higher Education Providers Southern Portion Of San Luis Obispo County Determine Attendance Potential In The Southern Portion Of San Luis Obispo County

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South County Community Scan Results

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  1. South County Community Scan Results

  2. Purpose • Measure And Evaluate Perceptions Of Cuesta College And Alternative Higher Education Providers • Southern Portion Of San Luis Obispo County • Determine Attendance Potential In The Southern Portion Of San Luis Obispo County • College, Job Training And Continuing Education

  3. Purpose • Identify How Various Market Segments In The Southern Portion Of San Luis Obispo County Obtain Information About Colleges • How To Communicate With Them

  4. Community Scan Methodology • 400 Households By Telephone Resulting In A 95% Reliability And +4.9% Error • Sample Frame • South County Zip Codes Only • Hispanic Population Matches County • Eliminated 18 To 50 Age Parameter To Encompass Continuing Education Potential • 15 To 20 Minutes Each • November 12 To 28, 2007

  5. South County Defined • Arroyo Grande 93420 (36%) • Arroyo Grande 93421 (2%) • Avila Beach 93424 (2%) • Grover Beach 93433 (15%) • Grover Beach 93483 (1%) • Nipomo 93444 (22%) • Oceano 93445 (6%) • Oceano 93475 (1%) • Pismo Beach 93448 (1%) • Pismo Beach 93449 (13%)

  6. Unaided Recall • Cal Poly (66%) • Cuesta College (21%) • Allan Hancock College (11%)

  7. Familiarity • Cal Poly (88%) • Cuesta College (64%) • Allan Hancock College (46%)

  8. Keywords

  9. Availability Of Higher Education Opportunities In Area • 38% Very Satisfied • 39% Satisfied • 12% Neither Satisfied Nor Dissatisfied • 10% Dissatisfied • 2% Very Dissatisfied • Rationale For Dissatisfaction: Money (Cost High, No Money), Too Hard To Get Into (Cal Poly), Classes Not Local, Higher Degrees Not Available

  10. Would Like To Take Courses But…

  11. Past Educational Attendance • 29% Cuesta College • North County Center (3%) • Main Campus (80%) • Arroyo Grande (14%) • Nipomo (3%) • 35% Adult Education • 30% Allan Hancock College • 24% Cal Poly • 2% Chapman University, Literacy Council

  12. Class Taken By College • Cuesta College • General Education (18%), Computers (10%), ESL (4%), Varied General Education Classes • Arroyo Grande • Computers (24%), ESL (18%), General Education (12%) • Nipomo • ESL (50%), Computers (25%), General Education (25%)

  13. Class Taken By College • Adult Education • Computers (19%), Spanish (8%), ESL (4%), Varied Continuing Education Classes • Allan Hancock College • Computers (8%), General Education (12%), Spanish (5%), Liberal Arts Transfer Classes • Cal Poly • Engineering (8%), Bachelor’s Degree Classes, Liberal Arts

  14. Current College Attendance • 7% Currently Attending College • Allan Hancock College (43%) • Cuesta College (22%) • Cal Poly (14%) • Others • Butte College, Gemological Institute Of America, Indiana Wesleyan University, Stanford University

  15. Current College Attendance • Program Areas • Business (11%), General Education (7%) • Varied Continuing Education And Liberal Arts Classes • Class Format • 75% On-Site • 7% Online • 14% Both

  16. Current College Attendance • Educational Goal • 50% Taking Courses • 50% Seeking Degree • 29% Certificate • 29% Associate Degree • 29% Bachelor’s Degree • 7% Master’s Degree • 7% Graduate Degree

  17. Interest In College • Interested In Attending College (44%) • 31% Enroll In A Class • 21% Seek Or Finish College Degree • 43% Bachelor’s Degree • 20% Associate Degree • 17% Master’s Degree • 32% Take Classes To Upgrade Job Skills • 18% Change Careers Or Begin New Career

  18. Potential College EnrolleesPrograms of Interest • Computers, Education, Nursing • Business, Accounting, Construction, Culinary, Engineering, English, ESL, General, Language, Law, Literature, Medical, Psychology, Real Estate, Spanish, Welding

  19. College Preferred • College Most Likely To Enroll • Cuesta College (33%) • Allan Hancock (24%) • Cal Poly (15%) • Do Not Know (10%)

  20. Enrollment And Employment • Enrollment Planned • Part-Time (87%) • Full-Time (9%) • Employment Plans • Work Full-Time (51%) • Work Part-Time (26%) • Will Not Work (20%)

  21. Delivery Methods Preferred

  22. Potential College Enrollees Credit CoursesClass Times Preferred • Morning (31%) • Afternoon (27%) • Evening (52%) • Weekend (28%)

  23. Graduates Of College (94%) College Employees (90%) Instructors/ Faculty (90%) Current Students (81%) Business People (79%) Coworkers (77%) College President (75%) High School Teachers (74%) Employer (72%) High School Guidance Counselor (72%) High School Student (28%) Most Believable Instructors/ Faculty (28%) Graduates Of College (16%) High School Guidance Counselors (12%) Current Students (11%) Believability Of Personal Sources

  24. Preferred Information Source • Go To College’s Web Site (44%) • Visit The College (36%) • Call The College (10%) • Go To A College Fair (4%) • Mail A Request (3%)

  25. Interest In Continuing Education • Interested In Continuing Education Classes (73%) • Enrollment Goal • Fun (10%) • Personal Interest (15%) • Fun And Personal Interest (75%)

  26. Continuing Education Market SegmentPrograms of Interest • Art, Arts, Ceramics, Computers, Cooking, Foreign Languages, History, Horticulture, Landscaping, Literature, Music, Photography, Physical Education, Psychology, Science, Sewing, Spanish, Welding

  27. Enrollment Preferences • Most Likely To Enroll • Closest To Home (72%) • Closest To Work (6%) • Does Not Matter (22%)

  28. Continuing EducationClass Times Preferred • Morning (38%) • Afternoon (32%) • Evening (38%) • Weekend (28%) • Friday (24%) • Weekend (28%) • Saturday (96%) • Weekend (28%) • Sunday (32%)

  29. Location PreferencesAll Respondents • Most Convenient Location To Attend Class Or Event • Arroyo Grande (68%) • Close • Nipomo (20%) • Main Campus (9%) • Closest To Your Residence • Arroyo Grande (71%) • Nipomo (22%) • Main Campus (6%)

  30. Location Preferences • Choice To Attend For Classes • Arroyo Grande (58%) • Close, Close To Home, Live There, Safer • Nipomo (20%) • Close To Home, Live Here, Newer • Main Campus (13%)

  31. Location Preferences • Would Still Attend Nipomo Even If Arroyo Grande Preferred Location • Yes (72%) • Interest In College Classes (78%) • Interest In Continuing Education (76%) • If I Had Interest In Class, Not Too Far, Still Close, Depends On Class • No (28%) • Rationale For No: Too Far Away, Distance, Do Not Like Area, Gas Prices, No Transportation, Not Familiar With Area

  32. Location Preferences • Would Still Attend Arroyo Grande Even If Nipomo Preferred Location • Yes (93%) • Interest In College Classes (91%) • Interest In Continuing Education (94%) • No (7%) • Rationale For No: Gas Prices, Too Far

  33. Children In Home • School Age Children In Home (24%) • Preschool (20%) • Elementary (53%) • Junior High (28%) • High School (38%)

  34. College Attendance • Expect Children Will Attend College (91%) • Encourage Children To Attend Cuesta College • 40% Very Likely • 42% Likely • Rationale For Encouraging Children: Close To Home, Good College, Good Start, Local • 9% Unlikely • 7% Very Unlikely • Rationale For Not Encouraging Children: Allan Hancock Is Closer, Want Them To Go To A University

  35. College Attendance • Cuesta College Location Preferred for Children • 47% Main Campus • 33% Arroyo Grande • 15% Nipomo • 4% North County Center

  36. Computer Usage • Computers At Home • Interest In College Classes (86%) • Interest In Continuing Education (88%) • Internet Access At Home • Interest In College Classes (81%) • Interest In Continuing Education (83%)

  37. Interest In College Classes Less Than High School (7%) High School (15%) High School + Some College (18%) Associate Degree (12%) Bachelor’s Degree (32%) Master’s Degree Or Higher (12%) Interest In Continuing Education Less Than High School (5%) High School (12%) High School + Some College (18%) Associate Degree (11%) Bachelor’s Degree (32%) Master’s Degree Or Higher (17%) Educational Background

  38. Interest In College Classes Full-Time (55%) Part-Time (16%) Self-Employed (4%) Not Employed (24%) Tuition Reimbursement (36%) 40% Full 42% Partial Interest In Continuing Education Full-Time (35%) Part-Time (13%) Self-Employed (7%) Not Employed (44%) Tuition Reimbursement (32%) 42% Full 47% Partial Employment

  39. Interest In College Classes Average Age – 46 Marital Status Married (68%) Single/ Divorced (24%) Ethnicity White (63%) Hispanic (25%) Spanish Spoken At Home (12%) Interest In Continuing Education Average Age – 56 Marital Status Married (65%) Single/ Divorced (23%) Ethnicity White (76%) Hispanic (16%) Spanish Spoken At Home (8%) Demographics

  40. Interest In College Classes Annual Family Income 11% < $25,000 27% $25,000 - $49,999 16% $50,000 - $74,999 15% $75,000 - $99,999 12% $100,000 - $149,999 7% $150,000 + 60% Female Interest In Continuing Education Annual Family Income 12% < $25,000 25% $25,000 - $49,999 16% $50,000 - $74,999 17% $75,000 - $99,999 11% $100,000 - $149,999 8% $150,000 + 65% Female Demographics

  41. Community Scan:Issues To Address

  42. Issues To Address • Market Exists In South County For Both Credit And Noncredit Courses • Credit Programming • General Education (Transfer), Business, Accounting, Construction, Culinary, Engineering, English, ESL, Language, Law, Literature, Medical, Psychology, Real Estate, Spanish, Welding • Noncredit Programming • Art, Arts, Ceramics, Computers, Cooking, Foreign Languages, History, Horticulture, Landscaping, Literature, Music, Photography, Physical Education, Psychology, Science, Sewing, Spanish, Welding

  43. Issues To Address • Class Format • Evening Lecture Classes, Hybrid, Online • Marketing • Direct Mail And Web Site • Location • Arroyo Grande

  44. Population Forecasts

  45. Penetration 2006 By Age Segments

  46. Credit Market Potential

  47. QUESTIONS?

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