Council for Christian Colleges & Universities Session II: Target Marketing February 6, 2001 Maguire Associates, Inc.

TargetMarkets

Target Markets Parents Males versus females High-ability students versus “bread-and- butter” candidates versus others Students who attend church more than once per week versus once per week versus less than once per week

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 on the research. Send a series of personalized letters. Concentrate on communicating the benefits of integrating academics and a Christian- based community from the outset.

Parents Member Recommendations: Create separate agendas for parents and students for on-campus events. For parents:  Making the case for value  Faculty – Who they are  Continuation of family values  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

Gender Demographic profiles of the men and women are remarkably consistent. Market behavior was also quite consistent.  Same starting points for the college search  Similar patterns for how long they have known about Christian colleges and universities  Use of similar sources of information  Levels of awareness of, and appreciation for, Christian colleges and universities

Gender At the prospect and inquirer stages:  Men rate “recreational athletic facilities” and “varsity athletics” as significantly more important  Male prospects gave a lower priority to “preparation for future careers.”

Gender Male inquirers:  A liberal arts education is a lower priority Admitted men:  Not as price sensitive  Less focused on certain community issues

Recommendations for Men Use direct marketing initiatives to get males and their parents involved in the college search earlier. Communicate with males in follow-ups to the direct mail initiative. Evolve to messages about continuing the Christian values.

Recommendations for Men Alert male inquirers who express an interest in any form of athletics to activities on campus through communications.  Increase retention of “at-risk” population  Promote the opportunities of the geographic area  Invite to sports events  Include testimonials from men on campus Showcase the best sports and recreational facilities for tours, publications, and on-line media.

Recommendations for Women Place even more emphasis on messages about opportunities for future careers for women at the prospect and inquirer stages of the admissions funnel. Provide concrete evidence of the achievements of graduates by connecting women to women. Connect accepted women with female alumni in successful careers.

Recommendations for Women Increase the focus on messages that are more appealing to accepted female candidates.  How to pay for a college education  How alumni have received value in terms of career preparation and job mobility  How spiritual life affects the atmosphere of a community  How the college experience continues family values, personal growth, and character development  The role of community service in developing character and real life experience

Academic Ability Representation of top students increases between the prospect and matriculant stages of the admissions funnel. Late arrivals to a Christian education are not the strongest students. The use of information sources is relatively consistent across categories of student quality.

Academic Ability Students in top 10% indicated a higher level of familiarity with Christian institutions. Parents are seen as more influential by high-ability matriculants. Best statements for high-ability students mirror the aggregate results.

Academic Ability Member Recommendations: Carry the hallmark themes into any direct marketing initiatives intended for high-ability audiences. Use the message themes about integrating faith and learning, fostering family values, and spiritual growth. Begin the cultivation of high-ability students through direct marketing to high school sophomores.

Academic Ability Member Recommendations: Include communications with parents in the recruitment plan for high-ability students. Take steps to identify high-ability students early. Enlist strong students to call high-ability candidates at the application stage of the admissions process.

Frequency of Church Attendance Pockets of prospects who attend church more often can be found in the Southeast and the Midwest. The length of time students have known about Christian colleges and universities and when they began the college search are not linked to their church attendance.

Frequency of Church Attendance The biggest shift in how students designate their religious status takes place between the prospect and inquirer stages of the admissions funnel. Tracing just those who attend church most often reveals a rise in Evangelical Christians (from 54% inquirers to 82% matriculants). The most promising market for recruitment is the dedicated churchgoer.

Frequency of Church Attendance Member Recommendations: Collect information about immediate family, relatives, and friends who are graduates of Christian colleges and universities on response cards. Use this information to establish communications with and among prospective students, friends who are graduates of Christian institutions, and the college or university.

Continue to cultivate early interest through churches and youth groups. Consider providing financial incentives for student involvement in community service. Attend to the language used in describing the Christian experience, especially among less-frequent churchgoers. Frequency of Church Attendance Member Recommendations:

Create hyperlinks on the Web with affiliated churches and youth groups. Reach out to the parents of prospects who are actively involved with their churches. Frequency of Church Attendance Member Recommendations: