Ferrum College was founded in 1913 as Ferrum Trainin

1
Agenda
A Introduction B National and Marketplace
Trends C Higher Education Trends D Instructional
Faculty Trends E Colleges in Transition F Ferrum
College G Ferrum Freshman Segmentation H Enrollmen
t Competitive Set I Operations
F
Confidential information of Ferrum College.
FER105F.PPT - CEK
2
Ferrum College Introduction

• Ferrum College was founded in 1913 as Ferrum
  Training School, and became a private four-year
  college in 1976.

1913Founded as Ferrum Training School
1936Evolved into a two-year junior college
1976 Offered its first four-yearbaccalaureate
degree
1942 Received official accreditationas a junior
college
Source Ferrum College, 2001
3
Ferrum College Introduction

• Ferrum College is a co-educational, private
  four-year college affiliated with the United
  Methodist Church.
• Ferrum College is accredited with the Southern
  Association of Colleges and Schools.
• Ferrum currently offers 36 majors in the
  following five divisions
• Language, Literature, Philosophy, and Religion
• Life Sciences
• Business and Economics
• History, Political Science, and the Arts
• Social Science

4
Ferrum College Introduction

• This chapter profiles Ferrum College, paying
  particular attention to
• Enrollment Trends
• Freshman Class Characteristics
• Perceptions of Ferrum College

5
Ferrum College Introduction

• The following pages compare Ferrum College to
  total U.S. institutions, as well as all private
  four-year colleges.
• Ferrum College competes with a variety of
  colleges and universities (as shown in Chapter G
  of this baseline). As such, it is important to
  see how Ferrum compares with all higher education
  institutions across the county.
• However, given that Ferrum College is a private
  four-year college, it seems equally important to
  compare Ferrum to this sub-segment of higher
  education institutions.

6
Ferrum College Enrollment Trends

• Undergraduate enrollment for private four-year
  colleges has grown at a compound rate of about 1
  annually from 1990 to 2000, and is expected to
  increase to nearly three million students by 2010.

Total Undergraduate Full-time Enrollment, 1990 to
2010(e)
Millions
Total Institutions
Private Four-yearColleges
Compound Annual Growth 1990-2000 2000-2010
Total Institutions 0.9 1.5 Private Four-year
Colleges 1.0 1.7
Source National Center for Education
Statistics, 2000
7
Ferrum College Enrollment Trends

• Full-time undergraduate enrollment in Virginia
  has remained fairly steady over the last ten
  years.

Virginia Undergraduate Full-time Enrollment, 1990
to 2000
Thousands
Compound Annual Growth 1990-2000 Virginia
Undergraduate 0.3
Source National Center for Education
Statistics, 2000
8
Ferrum College Enrollment Trends

• Full-time enrollment at Ferrum College decreased
  nearly 3 a year from 1990 to 2000.

Ferrum College Undergraduate Full-time
Enrollment, 1990 to 2000
Compound Annual Growth 1990-2000 Ferrum
College -2.6
Source Ferrum College, 2001
9
Ferrum College Enrollment Trends

• Undergraduate enrollment is increasingly become
  more female, with nearly six out of ten private
  college students projected to be female by 2010.

Total Undergraduate Full-time Enrollment, by
Gender, 1990 to 2010
Female
Male
Total Institutions
Private Four-year Colleges
Source National Center for Education
Statistics, 2000
10
Ferrum College Enrollment Trends

• However, currently only about four out of ten
  Ferrum College students is female.

Ferrum College Undergraduate Full-time
Enrollment, by Gender, 1990 to 2000
Female
Male
Total Female Undergraduates 469 429 342 Total
Male Undergraduates 674 593 534
Source Ferrum College, 2001
11
Ferrum College Enrollment Trends

• Ferrum College applications have decreased over
  the last several years, while the percent of
  admissions to applications has increased.

Ferrum College Applications and Admissions, 1996
to 1999
ApplicationsCAGR, 1996-1999-4.4
Offers of AdmissionCAGR,1996-1999-1.7
Percent Admissionsto Applications
74 79 82 81
Source Ferrum College, 2001
12
Ferrum College Enrollment Trends

• During the same period of time, matriculation
  rates have increased.

Ferrum College Admitted and Matriculated
Freshman, 1996 to 1999
AdmittedCAGR, 1996-1999-1.7
MatriculatedCAGR,1996-19992.6
Source Ferrum College, 2001
13
Ferrum College Enrollment Trends

• About 95 of Ferrum College freshman are from
  southern U.S. states.

Regional Distribution of Ferrum College Freshman,
2000
Source Geographic and Geodemographic Analysis
for Ferrum College, College Marketing
Technologies, Inc, 2000
14
Ferrum College Enrollment Trends

• Not surprisingly, Ferrum College attracts a
  higher percentage of freshman from Virginia
  Florida is the next largest source of students.

States Generating a Significant Percentage of
Ferrum College Matriculated Students, 2000(1)
Percent ofU.S. Students(2)
2 5 2 3
Note(1) Includes only those states representing
2 or greater of matriculating students for years
1998 to 2000. Note(2) Represents percent of U.S.
population 14 to 17 years old. Source
Geographic and Geodemographic Analysis for Ferrum
College, College Marketing Technologies, Inc, 2000
15
Ferrum College Enrollment Trends

• Additionally, Ferrum Colleges Primary Drawing
  Area, which consists of 29 Virginia counties and
  independent cities, accounts for nearly four out
  of ten matriculating students.

Distribution of Ferrum College Matriculants, by
Drawing Area, 2000
Note Definitions of the drawing areas are
included on the next page. Source Geographic
and Geodemographic Analysis for Ferrum College,
College Marketing Technologies, Inc, 2000
16
Ferrum College Enrollment Trends
Definitions of Ferrum College Drawing Areas, 2000
Source Geographic and Geodemographic Analysis
for Ferrum College, College Marketing
Technologies, Inc, 2000
FER105F10.xls
17
Ferrum College Enrollment Trends

• Over one-half of all enrolling Ferrum College
  freshman traveled over 100 miles to attend
  school, a higher percentage than either total
  institutions or private four-year college
  freshman.

Distance Traveled to Attend College, 2000
Total Institutions
Private Four-year Colleges
Ferrum College
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
18
Ferrum College Enrollment Trends

• A greater percentage of Ferrum freshman are
  likely to have applied to multiple colleges than
  the total and private four-year college
  populations.

Number of Colleges to Which Applied by Freshman,
1990 to 2000
6 or more
4 to 5
2 to 3
1 college
Total Institutions
Private Four-year Colleges
Ferrum College
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
19
Ferrum College Enrollment Trends

• Ferrum College enrolling freshman appear to have
  been accepted by fewer colleges than total and
  private four-year college freshman.

Number of Colleges Admitted by Freshman, 1995
Note Data not available for 2000. Source The
American Freshman National Norms, American
Council on Education, 1990 to 2000
FER105F15.xls
20
Ferrum College Enrollment Trends

• Ferrum College undergraduate costs are lower than
  the average private four-year college costs, but
  higher than total institutions overall.

Average Undergraduate Tuition, Fees, and Room and
Board, 2000
Source National Center for Education
Statistics, 2000 Ferrum College, 2001
21
Ferrum College Enrollment Trends

• Fewer Ferrum College freshman attend their first
  choice college than total and private four-year
  college freshman overall.

Freshman Ranking of College Attending, 1990 to
2000
Third or Less
Second
First
Total Institutions
Private Four-year Colleges
Ferrum College
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
22
Ferrum College Enrollment Trends

• Ferrum College is the first choice college for
  about one-half of all entering freshman's parents.

Ferrum College Freshman Ranking of College
Attending, Students vs. Parents, 2000
Third or Less
Second
First
Source Parent Expectations Survey, Ferrum
College, 2001
23
Ferrum College Enrollment Trends

• By gender, Ferrum College is the first choice
  among more Ferrum College freshman females than
  males.

Ferrum College Freshman Ranking of College
Attending, by Gender, 2000
Third or Less
Second
First
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
24
Ferrum College Enrollment Trends

• Although modest influencers of college choice,
  family and guidance counselors were cited by more
  Ferrum College freshman than total and private
  four-year college freshman overall.

Influencers of College Choice, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
25
Ferrum College Enrollment Trends

• Family appears to be an influence on college
  choice to slightly more Ferrum College freshman
  males than females.

Ferrum College Freshman Influencers of College
Choice, by Gender, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
26
Ferrum College Enrollment Trends

• Focusing on college selection criteria, fewer
  Ferrum College freshman cited the colleges
  academic reputation compared to both total and
  private four-year college freshman.

Freshman Top College Selection Criteria, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F16.xls
27
Ferrum College Enrollment Trends

• Fewer Ferrum College freshman cited Ferrum
  graduates getting good jobs or going on to
  graduate programs as a top selection criteria
  than total and private four-year college freshman.

Freshman Top College Selection Criteria, 2000
(continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F16.xls
28
Ferrum College Enrollment Trends

• Fewer Ferrum College freshman cited receiving a
  merit-based scholarship as a top selection
  criteria than total and private four-year college
  freshman.

Freshman Top College Selection Criteria, 2000
(continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F16.xls
29
Ferrum College Enrollment Trends

• However, more Ferrum College freshman cited the
  size of the college and the financial aid
  packages received than total freshman overall
  this was in line with private four-year college
  freshman.

Freshman Top College Selection Criteria, 2000
(continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F16.xls
30
Ferrum College Enrollment Trends

• More Ferrum College freshman cited Ferrums
  special education programs as a selection
  criteria than both total and private four-year
  college freshman.

Freshman Top College Selection Criteria, 2000
(continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F16.xls
31
Ferrum College Enrollment Trends

• Looking at selection criteria by gender, fewer
  male Ferrum freshman cited the colleges academic
  reputation, getting good jobs, or going on to
  graduate programs than total and private
  four-year college freshman males.

Male Freshman Top College Selection Criteria, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F17.xls
32
Ferrum College Enrollment Trends

• The same was true among female Ferrum College
  freshman.

Female Freshman Top College Selection Criteria,
2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F18.xls
33
Ferrum College Enrollment Trends

• Additionally, fewer female Ferrum College
  freshman cited receiving a merit-based
  scholarship than total and private four-year
  college female freshman.

Female Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F18.xls
34
Ferrum College Enrollment Trends

• More Ferrum College freshman males cited the size
  of the college and the financial aid packages
  received than total male freshman overall this
  was in line with private four-year college
  freshman males.

Male Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F17.xls
35
Ferrum College Enrollment Trends

• More Ferrum College freshman males cited special
  education programs and receiving need-based or
  athletic scholarships than total and private
  four-year college freshman males overall.

Male Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F17.xls
36
Ferrum College Enrollment Trends

• More Ferrum College freshman females cited the
  colleges size and special education programs, as
  well as financial aid offered, than total and
  private four-year college freshman females
  overall.

Female Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F18.xls
37
Ferrum College Enrollment Trends

• More Ferrum College freshman males cited not
  being offered financial aid by their first choice
  college or not being accepted by any other
  college than both total and private four-year
  college freshman males overall.

Male Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F17.xls
38
Ferrum College Enrollment Trends

• Not being accepted elsewhere was also cited by
  more Ferrum freshman females than total and
  private four-year college freshman females
  overall.

Female Freshman Top College Selection Criteria,
2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F18.xls
39
Ferrum College Enrollment Trends Summary

• To summarize Ferrum College enrollment trends
• Undergraduate enrollment for private four-year
  colleges has grown at a compound rate of about 1
  annually from 1990 to 2000 however, full-time
  enrollment at Ferrum College decreased nearly 3
  a year during the same time period.
• Undergraduate enrollment is increasingly become
  more female, with nearly six out of ten private
  college students projected to be female by 2010
  however, currently only about four out of ten
  Ferrum College students are female.
• Ferrum College applications have decreased over
  the last several years, while the percent of
  admissions to applications has increased.
  However, during the same period of time,
  matriculation rates have increased.
• About 95 of Ferrum College freshman are from
  southern U.S. states a higher percentage of
  freshman are from Virginia, with Florida the
  second largest source of students.
• A greater percentage of Ferrum freshman are
  likely to have applied to multiple colleges than
  the total and private four-year college
  populations.

40
Ferrum College Enrollment Trends Summary

• Summary (continued)
• Ferrum College enrolling freshman were accepted
  by fewer colleges than total and private
  four-year college freshman overall.
• Fewer Ferrum College freshman attend their first
  choice college than total and private four-year
  college freshman overall. Ferrum College is the
  first choice college for about one-half of all
  entering freshman's parents.
• By gender, Ferrum College is the first choice
  among more Ferrum College freshman women than
  men.
• Fewer Ferrum College freshman cited the colleges
  academic reputation as a top selection criteria,
  compared to both total and private four-year
  college freshman. Fewer Ferrum freshman cited
  getting good jobs or going on to graduate
  programs as a top selection criteria, or
  receiving a merit-based scholarship than total
  and private four-year college freshman.
• However, more Ferrum College freshman cited
  Ferrums special education programs as a
  selection criteria than both total and private
  four-year college freshman.

41
Ferrum College Freshman Class Characteristics

• Now let us look at Ferrum College freshman class
  characteristics.

• Enrollment Trends
• Freshman Class Characteristics
• Perceptions of Ferrum College

42
Ferrum College Freshman Class Characteristics

• Asked why they decided to go to college, freshman
  overall cited learning about things of interest
  as their top reason.

Reasons for Deciding to Go to College, 2000
Total Institutions

• Learn about things of interest 77
• Get training for a specific career 72
• Get a better job 72
• Make more money 70
• Gain a general education 65
• Prepare for graduate/professional school 57
• Improve reading/studying skills 41
• Become a more cultured person 41
• Parents wanted to me go 36
• Get away from home 21

Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
43
Ferrum College Freshman Class Characteristics

• More Ferrum freshman cited getting a better job,
  improving reading/study skills, because their
  parents wanted them go, or to get away from home
  compared to total and private four-year college
  freshman overall.

Ferrum College Freshman Reasons for Deciding to
Go to College, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F01.xls
44
Ferrum College Freshman Class Characteristics

• By gender, more Ferrum College freshman males
  also cited wanting to improve study skills, to
  get away from home, or because their parents
  wanted them to go than total and private
  four-year college male freshman.

Male Ferrum College Freshman Reasons for
Deciding to Go to College, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F01.xls
45
Ferrum College Freshman Class Characteristics

• However, fewer Ferrum College freshman females
  cited wanting to get away from home than total
  and private four-year college female freshman.

Female Ferrum College Freshman Reasons for
Deciding to Go to College, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F01.xls
46
Ferrum College Freshman Class Characteristics

• Across a variety of attributes, considerably
  fewer Ferrum College freshman rated themselves
  above average in academic abilities

Ferrum College Freshman Factors Rated Self Above
Average, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
47
Ferrum College Freshman Class Characteristics

• however, more Ferrum College freshman rated
  themselves above average in their popularity than
  total and private four-year freshman overall.

Ferrum College Freshman Factors Rated Self Above
Average, 2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
48
Ferrum College Freshman Class Characteristics

• By gender, this was also true among the Ferrum
  College freshman male population.

Male Ferrum College Freshman Factors Rated Self
Above Average, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
49
Ferrum College Freshman Class Characteristics
Male Ferrum College Freshman Factors Rated Self
Above Average, 2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
50
Ferrum College Freshman Class Characteristics

• Fewer female Ferrum College freshman rated
  themselves above average in academic abilities

Female Ferrum College Freshman Factors Rated
Self Above Average, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
51
Ferrum College Freshman Class Characteristics

• although more Ferrum female freshman rated
  themselves above average in computer skills than
  total and private four-year college female
  freshman.

Female Ferrum College Freshman Factors Rated
Self Above Average, 2000 (continued)
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F02.xls
52
Ferrum College Freshman Class Characteristics

• More Ferrum College freshman have previously had
  special tutoring or remedial work across all
  categories than total and private four-year
  college freshman overall.

Freshman Who Have Previously Had Special
Tutoring or Remedial Work, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F05.xls
53
Ferrum College Freshman Class Characteristics

• Fewer Ferrum College freshman women have
  previously had special tutoring than freshman
  men, except in the category of mathematics.

Ferrum College Freshman Who Have Previously Had
Special Tutoring or Remedial Work, by Gender,
2000
Note Index based on total Ferrum College
freshman. Source The American Freshman
National Norms, American Council on Education,
1990 to 2000
FER105F06.xls
54
Ferrum College Freshman Class Characteristics

• More Ferrum College freshman feel they will need
  special tutoring across all academic categories
  compared to total and private four-year college
  freshman overall.

Freshman Feel Will Need Special Tutoring or
Remedial Work, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F07.xls
55
Ferrum College Freshman Class Characteristics

• By gender, about one-half of all Ferrum College
  freshman, both men and women, feel they will need
  special tutoring in mathematics.

Ferrum College Freshman Feel Will NeedSpecial
Tutoring or Remedial Work, by Gender, 2000
Note Index based on total Ferrum College
freshman. Source The American Freshman
National Norms, American Council on Education,
1990 to 2000
FER105F08.xls
56
Ferrum College Freshman Class Characteristics

• Ferrum College freshman are less likely to have
  taken advanced placement exams in high school
  than total and private four-year college freshman
  overall.

Number of Advanced Placement Exams Taken in High
School, 2000
5 or More
1 to 4
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
57
Ferrum College Freshman Class Characteristics

• Seven out of ten Ferrum College freshman, both
  men and women, did not take any advanced
  placement exams in high school.

Ferrum College Freshman Number of Advanced
Placement Exams Taken in High School, by Gender,
2000
5 or More
1 to 4
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
58
Ferrum College Freshman Class Characteristics
Summary

• To summarize Ferrum College freshman class
  characteristics
• More Ferrum freshman cited getting a better job,
  improving reading/study skills, because their
  parents wanted them go, or to get away from home
  compared to total and private four-year college
  freshman overall.
• By gender, more Ferrum College freshman males
  also cited wanting to improve study skills, to
  get away from home, or because their parents
  wanted them to go than total and private
  four-year college male freshman.
• However, fewer Ferrum College freshman females
  cited wanting to get away from home than total
  and private four-year college female freshman.
• Across a variety of attributes, considerably
  fewer Ferrum College freshman rated themselves
  above average in academic abilities however,
  more Ferrum College freshman rated themselves
  above average in their popularity than total and
  private four-year freshman overall.
• By gender, this was also true among the Ferrum
  College freshman male population. Fewer female
  Ferrum College freshman rated themselves above
  average in academic abilities, although more
  Ferrum female freshman rated themselves above
  average in computer skills than total and private
  four-year college female freshman.

59
Ferrum College Freshman Class Characteristics
Summary

• Summary (continued)
• More Ferrum College freshman have previously had
  special tutoring or remedial work across all
  categories than total and private four-year
  college freshman overall.
• More Ferrum College freshman feel they will need
  special tutoring across all categories compared
  to total and private four-year college freshman
  overall.
• Ferrum College freshman are less likely to have
  taken advanced placement exams in high school
  than total and private four-year college freshman
  overall.
• Seven out of ten Ferrum College freshman, both
  men and women, did not take any advanced
  placement exams in high school.

60
Ferrum College Freshman Class Characteristics

• A slightly greater percentage of Ferrum Colleges
  freshman population is 19 years old or older,
  compared to total and private four-year freshman.

Freshman Population Age Distribution, 1990 to 2000
19 Years Oldor Older
18 Years Old
17 Years Oldor Younger
Total Institutions
Private Four-year Colleges
Ferrum College
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
61
Ferrum College Freshman Class Characteristics

• By gender, both Ferrum Colleges male and female
  freshman populations are older than total and
  private four-year freshman populations.

Freshman Population Age Distribution, by Gender,
2000
Male
Female
19 Years Old or Older
18 Years Old
17 Years Old or Younger
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
62
Ferrum College Freshman Class Characteristics

• However, Ferrum Colleges male freshman
  population has consistently been older than the
  female freshman population.

Ferrum College Freshman Population Age
Distribution, by Gender, 1990 to 2000
Male
Female
19 Years Old or Older
18 Years Old
17 Years Old or Younger
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
63
Ferrum College Freshman Class Characteristics

• Ferrum Colleges freshman population has a
  greater share of African-Americans than total and
  private four-year college freshman populations.

Freshman Population Ethnic Distribution, 1990 to
2000
Asian/Other
African-American
White
Total Institutions
Private Four-year Colleges
Ferrum College
Note Other includes American Indian, Mexican
American/Chicano, Puerto Rican, Other Latino, and
Other not further defined. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
64
Ferrum College Freshman Class Characteristics

• The same is true across both male and female
  Ferrum College freshman.

Freshman Population Ethnic Distribution, by
Gender, 2000
Male
Female
Asian/Other
African-American
White
Note Other includes American Indian, Mexican
American/Chicano, Puerto Rican, Other Latino, and
Other not further defined. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
65
Ferrum College Freshman Class Characteristics

• The Ferrum College freshman male population has
  consistently been more racially diverse than the
  freshman female population.

Ferrum College Freshman Population Ethnic
Distribution, by Gender, 1990 to 2000
Male
Female
Asian/Other
African-American
White
Note Other includes American Indian, Mexican
American/Chicano, Puerto Rican, Other Latino, and
Other not further defined. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
66
Ferrum College Freshman Class Characteristics

• Ferrum College freshman have become increasingly
  more diverse in their religious preference over
  the last ten years.

Ferrum College Freshman Religious Preference,
1990 to 2000
Other
Roman Catholic
Methodist
Baptist
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
67
Ferrum College Freshman Class Characteristics

• By gender, Ferrum College freshman men seem
  slightly more religiously diverse than Ferrum
  freshman women.

Ferrum College Freshman Religious Preference, by
Gender, 1990 to 2000
Other
Roman Catholic
Methodist
Baptist
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
68
Ferrum College Freshman Class Characteristics

• On average, fewer Ferrum College freshmans
  parents are college graduates compared to total
  and private four-year college populations.

Freshman Parental Education Level, 2000
Mother
Father
College Graduate or More
Some College
High School or Less
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
69
Ferrum College Freshman Class Characteristics

• This is also true across gender of the Ferrum
  College freshman population.

Ferrum College Freshman Parental Education
Level,by Gender, 2000
Mother
Father
College Graduate or More
Some College
High School or Less
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
70
Ferrum College Freshman Class Characteristics

• On average, Ferrum College freshman tend to come
  from less affluent households than total and
  private four-year college freshman overall.

Freshman Parental Income Distribution, 2000
More than50,000
25,000 to50,000
Less than25,000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
71
Ferrum College Freshman Class Characteristics

• Fewer female Ferrum College freshman come from
  affluent households than male Ferrum freshman.

Ferrum College Freshman Parental Income
Distribution, by Gender, 2000
More than50,000
25,000 to50,000
Less than25,000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
72
Ferrum College Freshman Class Characteristics

• However, Ferrum College freshman do not report
  more concern about college financing than total
  and private four-year college freshman overall.

Freshman Level of Concern About Financing
College, 2000
Major Concern
Some Concern
No Concern
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
73
Ferrum College Freshman Class Characteristics

• By gender, more female Ferrum College freshman
  are concerned about financing their college
  education than male Ferrum freshman.

Ferrum College Freshman Level of Concern About
Financing College, by Gender, 2000
Major Concern
Some Concern
No Concern
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
74
Ferrum College Freshman Class Characteristics

• About one-half of all Ferrum College freshmans
  parents believe that Ferrums costs are
  significantly higher than other schools
  considered.

Parents Perceptions of Ferrum College Costsvs.
Other Schools Student Was Seriously Considering,
1997 to 2000
Significantly Higher
About the Same
Significantly Lower
Source Parent Expectations Survey, Ferrum
College, 2001
75
Ferrum College Freshman Class Characteristics

• However, the importance of a financial aid
  package in determining whether students attend
  Ferrum College has decreased over the last few of
  years.

Importance of Financial Aid Packagein Students
Attending Ferrum College, 1997 to 2000
Very Important
Somewhat Important
Not Important
Source Parent Expectations Survey, Ferrum
College, 2001
76
Ferrum College Freshman Class Characteristics

• While Ferrum College freshman receive aid from a
  variety of sources, grants appear to play the
  most significant role in financing expenses.

Ferrum College Freshman Expect to Cover 1,500
or More from Whom, by Gender, 2000
Total FerrumCollege Freshman
Ferrum CollegeFreshman, Male
Ferrum CollegeFreshman, Female
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
77
Ferrum College Freshman Class Characteristics

• More Ferrum College freshman women are likely to
  get a job to help pay for college expenses than
  Ferrum freshman men.

Ferrum College Freshman, Likelihood of Getting a
Jobto Help Pay for College Expenses, by Gender,
2000
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
78
Ferrum College Freshman Class Characteristics

• Ferrum College freshman report disproportionately
  greater interest in Business, Education, and
  other fields than total freshman overall.

Freshman Distribution of Probable Major, 2000
Note Other Fields include agriculture,
communications, computer science, forestry,
kinesiology, law enforcement, military science,
and other fields not further defined. Source
The American Freshman National Norms, American
Council on Education, 1990 to 2000
FER105F03.xls
79
Ferrum College Freshman Class Characteristics

• In the field of Business, more Ferrum College
  freshman are interested in majoring in Accounting
  and International Business than total freshman
  overall.

Freshman Distribution of Probable Major
Business, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
80
Ferrum College Freshman Class Characteristics

• Physical and Special Education appear to be
  probable Education majors for more Ferrum College
  freshman than total freshman overall.

Freshman Distribution of Probable Major
Education, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
81
Ferrum College Freshman Class Characteristics

• Medicine/Dentistry/Veterinarian and other
  appear to be probable Pre-Professional majors for
  Ferrum College freshman compared to total
  freshman overall.

Freshman Distribution of Probable Major
Pre-Professional, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
82
Ferrum College Freshman Class Characteristics

• Social Work and Sociology appear to be more
  probable Social Science majors for Ferrum College
  freshman compared to total freshman overall.

Freshman Distribution of Probable Major Social
Science, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
83
Ferrum College Freshman Class Characteristics

• Environmental and Marine Life Science appear to
  be more probable Biological Science majors among
  Ferrum College freshman.

Freshman Distribution of Probable Major
Biological Science, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
84
Ferrum College Freshman Class Characteristics

• Art, History, Speech and Theater/Drama appear to
  be more probable Arts and Humanities majors among
  Ferrum College freshman.

Freshman Distribution of Probable Major Arts
and Humanities, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
85
Ferrum College Freshman Class Characteristics

• Ferrum College freshman interested in a Technical
  major appear to be interested in Data or Computer
  Processing.

Freshman Distribution of Probable Major
Technical, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
86
Ferrum College Freshman Class Characteristics

• Civil, Electrical, and Industrial Engineering
  appear to be more probable Engineering majors for
  Ferrum College freshman.

Freshman Distribution of Probable Major
Engineering, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
87
Ferrum College Freshman Class Characteristics

• Physical Science as a major appealed to about 2
  of all Ferrum College freshman Earth Science and
  other appear to be more probable fieldsof
  interest.

Freshman Distribution of Probable Major
Physical Science, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
88
Ferrum College Freshman Class Characteristics

• In the Other category, Agriculture, Forestry,
  and Law Enforcement appear to be more probable
  majors for Ferrum College freshman than total
  freshman overall.

Freshman Distribution of Probable Major Other
Fields, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
FER105F04.xls
89
Ferrum College Freshman Class Characteristics

• Only about 6 of Ferrum College freshman are
  undecided about their probable major, in line
  with total and private four-year college freshman
  overall.

Freshman Undecided About Probable Major, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
90
Ferrum College Freshman Class Characteristics

• By gender, however, more Ferrum College freshman
  women are undecided about their probable major
  than men.

Ferrum College Freshman Undecided About Probable
Major, by Gender, 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
91
Ferrum College Freshman Class Characteristics

• Less then 20 of Ferrum College freshman cite
  being very likely to change their major or
  career choice, in line with total and private
  four-year college freshman overall.

Freshman Likelihood of Changing Major or Career
Choice, 2000
Likelihood of Changing Major
Likelihood of Changing Career Choice
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
92
Ferrum College Freshman Class Characteristics

• By gender, however, a greater percentage of
  Ferrum College freshman males are more likely to
  change their career choice than females.

Ferrum College Freshman Likelihood of Changing
Major or Career Choice, by Gender, 2000
Likelihood of Changing Major
Likelihood of Changing Career Choice
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
93
Ferrum College Freshman Class Characteristics

• Ferrum College freshman are less likely to cite
  an interest in pursuing an advanced career
  compared to total and private four-year college
  freshman overall.

Highest Degree Planned at Any College, 2000
Doctorate
Masters
Bachelors
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
94
Ferrum College Freshman Class Characteristics

• Ferrum College freshman men are less likely to
  cite an interest in pursuing an advanced degree
  than Ferrum College freshman women.

Ferrum College Freshman, Highest Degree Planned
at Any College, by Gender, 2000
Doctorate
Masters
Bachelors
None
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
95
Ferrum College Freshman Class Characteristics

• A greater percentage of Ferrum College entering
  freshman are very likely to transfer to another
  college before graduating compared to total and
  private four-year college freshman overall.

Likelihood of Transferring to Another College
Before Graduating, 2000
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
96
Ferrum College Freshman Class Characteristics

• By gender, more Ferrum College entering freshman
  men are likely to transfer to another college
  before graduating than Ferrum College freshman
  women.

Ferrum College Freshman, Likelihood of
Transferring to Another College Before
Graduating, by Gender, 2000
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
97
Ferrum College Freshman Class Characteristics

• Fewer Ferrum College entering freshman are very
  likely to be satisfied with their current
  college than total and private four-year college
  freshman overall.

Likelihood of Being Satisfied with Your Current
College, 2000
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
98
Ferrum College Freshman Class Characteristics

• By gender, fewer Ferrum College entering freshman
  men are likely to be satisfied with their current
  college than freshman women.

Ferrum College Freshman, Likelihood of Being
Satisfied with Your Current College, 2000
Note Percentage of freshman answering there was
a very Likely chance. Source The American
Freshman National Norms, American Council on
Education, 1990 to 2000
Source The American Freshman National Norms,
American Council on Education, 1990 to 2000
99
Ferrum College Freshman Class Characteristics

• In fact, over one-half of all students leaving
  Ferrum prior to graduation leave sometime during
  their freshman year.

Students Leaving Ferrum Prior to Graduation,
Average 1996 to 2001
Average Number of Students Leaving Per Year
Prior to Graduation, 1996-2001 280
Source Ferrum College student database, 2001
100
Ferrum College Freshman Class Characteristics

• However, among those students who graduate from
  Ferrum, on average 66 graduate by the end of 4
  years.

Ferrum College Average Number of Years Toward
Graduation, 1995 to 2001
6 Year Graduation Rate5
4 Year Graduation Rate66
5 Year Graduation Rate29
Source Ferrum College student database, 2001
101
Ferrum College Freshman Class Characteristics
Summary

• To summarize Ferrum College freshman class
  characteristics
• Ferrum Colleges freshman population has a
  greater share of African-Americans than total
  and private four-year college freshman
  populations.
• On average, fewer Ferrum College freshmans
  parents are college graduates compared to total
  and private four-year college populations.
• Ferrum College freshman also tend to come from
  less affluent households than total and private
  four-year college freshman overall.
• However, Ferrum College freshman do not report
  more concern about college financing than total
  and private four-year college freshman overall.
• Nevertheless, about one-half of all Ferrum
  College freshmans parents believe that Ferrums
  costs are significantly higher than other schools
  considered. However, the importance of a
  financial aid package in determining whether
  students attend Ferrum College has decreased over
  the last few of years.
• Ferrum College freshman report disproportionately
  greater interest in Business, Education, and
  other fields than total and private four-year
  college freshman overall.

102
Ferrum College Freshman Class Characteristics
Summary

• Summary (continued)
• Ferrum College freshman are less likely to cite
  an interest in pursuing an advanced career
  compared to total and private four-year college
  freshman overall.
• A greater percentage of Ferrum College freshman
  are very likely to transfer to another college
  before graduating, compared to total and private
  four-year college freshman overall.
• Fewer Ferrum College freshman are very likely
  to be satisfied with their current college than
  total and private four-year college freshman
  overall.
• In fact, over one-half of all students leaving
  Ferrum prior to graduation leave sometime during
  their freshman year.
• However, among those students who graduate from
  Ferrum, on average 66 graduate by the end of 4
  years.

103
Ferrum College Perceptions

• Now we turn to perceptions of Ferrum College

• Enrollment Trends
• Freshman Class Characteristics
• Perceptions of Ferrum College

104
Ferrum College Perceptions

• Based on a 1995 College Board study,
  Ferrum-enrolling freshman view the college as
  expensive, career-oriented, challenging and
  partying.

Image Statements Associated with Ferrum College,
1995
Source The College Board, 1995
FER105F09.xls
105
Ferrum College Perceptions

• Non-enrolling students viewed Ferrum College as
  average and a back-up school.

Image Statements Associated with Ferrum College,
1995 (continued)
Source The College Board, 1995
FER105F09.xls
106
Ferrum College Perceptions

• Ferrum freshman appear to place
  disproportionately greater value on the personal
  attention received at the college and the
  extra-curricular activities available than
  freshman students overall.

Importance Ratings of College Characteristics,
1995

• Rated Very Important
• by all students and
• Ferrum College rated HIGHER
• Personal attention
• Extra-curricular opportunities

Note Students were asked which college
characteristics they considered very important.
Characteristics Considered Very Important were
those rated very important by at least 50 of
all respondents characteristics which Ferrum
College was rated higher were those for which
the mean rating for Ferrum was higher than the
mean rating for all other colleges. Source The
College Board, 1995
107
Ferrum College Perceptions

• However, Ferrum freshman rated the college lower
  than average on cost/ value, academic reputation
  and the quality of facilities and housing.

Importance Ratings of College Characteristics,
1995

• Rated Very Importantby all students andFerrum
  College rated LOWER
• Cost of attendance
• Academic reputation
• Value for the price
• Availability of majors
• Quality of academic facilities
• Availability of recreational facilities
• Quality of on-campus housing

Note Students were asked which college
characteristics they considered very important.
Characteristics Considered Very Important were
those rated very important by at least 50 of
all respondents characteristics which Ferrum
College was rated higher were those for which
the mean rating for Ferrum was higher than the
mean rating for all other colleges. Source The
College Board, 1995
108
Ferrum College Perceptions

• In an effort to gain a better understanding of
  how Ferrum College is perceived in the
  marketplace, Ferrum commissioned a series of
  focus groups with four different groups of
  participants.
• High School Guidance Counselors
• Parents of High School Juniors and Seniors
• High School Juniors and Seniors
• Current Ferrum College Students

Source Ferrum College Focus Groups, Martin
Research, Inc., 1998
109
Ferrum College Perceptions

• Among guidance counselors, Ferrum was perceived
  as almost exclusively male, with middle to lower
  class, and rural or farming backgrounds.
• A Ferrum College student was perceived as not
  being academically oriented.
• He was perceived to have scored very low on the
  SAT, and to have averaged a 2.0 to 2.5 in high
  school, and not doing that much better in
  college.
• A Ferrum College student may also be working a
  part time job to help meet college costs.
• A Ferrum College student was also perceived as
  being a lover of sports.
• Following graduation, a Ferrum alum was perceived
  as probably getting a job in education, which
  would help him pursue his desire to coach a
  sports team.

Source Ferrum College Guidance Counselor Focus
Groups, Martin Research, Inc., 1998
110
Ferrum College Perceptions

• Parents of high school juniors and seniors had
  less preconceived impressions of Ferrum College.
• Many of the parents mentioned attributes of
  Ferrum that were appealing to them, such as the
  student-to-teacher ratio, the small, safe and
  rural campus, the friendly atmosphere, the
  religious affiliation, and the proximity to home.
• Although parents agreed that outside social
  opportunities placed high in their childs
  expectations for college, it was not something
  they placed importance on when establishing
  educational opportunities.
• Nevertheless, one of the drawbacks of Ferrum
  College for the parents was the perceived lack of
  things to do outside of classes.
• When asked whether they would encourage or
  discourage their childs decision to attend
  Ferrum College, most said they would encourage
  the decision, or offer no opinion whatsoever.

Source Ferrum College Parents of High School
Juniors and Seniors Focus Groups, Martin
Research, Inc., 1998
111
Ferrum College Perceptions

• Most high school juniors and seniors, on the
  other hand, perceived that their parents and
  friends might view Ferrum College as beneath
  them.
• Some of the students believed that their parents
  want them to achieve more than Ferrum would seem
  to offer.
• Projections of parental reactions to attending
  Ferrum were more curiosity and disappointment
  than pride.
• When the perceptions of the students friends and
  peers were discussed, the reactions suggest that
  most students felt as though Ferrum might be
  beneath them. This perception was based on four
  major issues
• The low caliber students they know who attend
  Ferrum
• The lack of a strong network of Ferrum alumni
• The ease of being accepted suggested no
  exclusivity or selectivity
• The rural location of the school

Source Ferrum College High School Juniors and
Seniors Focus Groups, Martin Research, Inc., 1998
112
Ferrum College Perceptions

• Many current Ferrum College students revealed
  that Ferrum was not their first choice of
  college.
• These students started out looking for larger
  schools, for better sports programs, for a better
  academic reputation, or for a school that offered
  more of a social life or collegial atmosphere.
• In most cases, however, these students were not
  accepted for admission, or found they would not
  be able to play their preferred sport at their
  first or second choice schools, and ended up
  settling for Ferrum College.
• However, many of the upperclassmen in the focus
  groups found that Ferrum College ended up being a
  workable choice for them.
• These students found that they thrived in the
  small college atmosphere and made many friends at
  the school.
• Many of the freshman, however, seemed still to be
  struggling.
• These freshman wanted more social life or more
  academic opportunities than they perceived to be
  available at Ferrum College several expected to
  transfer out of Ferrum.

Source Ferrum College Current Ferrum College
Students Focus Groups, Martin Research, Inc., 1998
113
Ferrum College Perceptions

• However, some current Ferrum College students
  looked at a variety of choices, and decided that
  Ferrum was the best choice for them.
• These students sought smaller schools and
  classes, liked the rural setting, wanted to play
  a particular sport, or desired a curriculum in
  which Ferrum College was thought to specialize
  (i.e., Education, Environmental Science, or
  International Business).
• Not surprisingly, these students seemed much
  happier with Ferrum, and less inclined to
  transfer, than students for which Ferrum was a
  second or less choice.

Source Ferrum College Current Ferrum College
Students Focus Groups, Martin Research, Inc., 1998
114
Ferrum College Perceptions

• Looking across all focus group participants,
  Ferrum Colleges perceived strengths included
  student/professor ratio, good