South County Community Scan Results

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

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Purpose

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

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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

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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)

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Unaided Recall

• Cal Poly (66)
• Cuesta College (21)
• Allan Hancock College (11)

7
Familiarity

• Cal Poly (88)
• Cuesta College (64)
• Allan Hancock College (46)

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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), Bachelors 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

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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

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Current College Attendance

• Educational Goal
• 50 Taking Courses
• 50 Seeking Degree
• 29 Certificate
• 29 Associate Degree
• 29 Bachelors Degree
• 7 Masters 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 Bachelors Degree
• 20 Associate Degree
• 17 Masters Degree
• 32 Take Classes To Upgrade Job Skills
• 18 Change Careers Or Begin New Career

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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

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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
Believability Of Personal Sources

• 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)

24
Preferred Information Source

• Go To Colleges Web Site (44)
• Visit The College (36)
• Call The College (10)
• Go To A College Fair (4)
• Mail A Request (3)

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Interest In Continuing Education

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

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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

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Enrollment Preferences

• Most Likely To Enroll
• Closest To Home (72)
• Closest To Work (6)
• Does Not Matter (22)

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Continuing EducationClass Times Preferred

• Morning (38)
• Afternoon (32)
• Evening (38)
• Weekend (28)
• Friday (24)
• Weekend (28)
• Saturday (96)
• Weekend (28)
• Sunday (32)

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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)

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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)

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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

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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
Educational Background

• Interest In College Classes
• Less Than High School (7)
• High School (15)
• High School Some College (18)
• Associate Degree (12)
• Bachelors Degree (32)
• Masters Degree Or Higher (12)

• Interest In Continuing Education
• Less Than High School (5)
• High School (12)
• High School Some College (18)
• Associate Degree (11)
• Bachelors Degree (32)
• Masters Degree Or Higher (17)

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Employment

• 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

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Demographics

• 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)

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Demographics

• Interest In College Classes
• Annual Family Income
• 11
• 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 25,000 - 49,999
• 16 50,000 - 74,999
• 17 75,000 - 99,999
• 11 100,000 - 149,999
• 8 150,000
• 65 Female

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Community ScanIssues To Address

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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

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Issues To Address

• Class Format
• Evening Lecture Classes, Hybrid, Online
• Marketing
• Direct Mail And Web Site
• Location
• Arroyo Grande

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Population Forecasts
45
Penetration 2006 By Age Segments
46
Credit Market Potential
47

• QUESTIONS?