1. Copyright © All rights reserved to Student Insights. 1 Student-View © Report July, 2010

2. Copyright © All rights reserved to Student Insights. 2 Executive Summary Eastern Michigan University appeals to about 40-95% of Michigan students based on preferences for individual attributes including college size, setting, distance, tuition and non-sectarian status. When these factors are considered in combination, however, the University is acceptable or preferred by just 15% of students on all key factors. Approximately 19% of Michigan seniors have never heard of Eastern Michigan University. Among those who have heard of the University, 37% are somewhat or very unfamiliar with Eastern Michigan, while 43% are somewhat or very familiar. The University’s overall awareness score of 2.05 (0-4 scale) places it 8 th among 12 benchmark institutions. Eastern Michigan University received unfavorable perception scores from 33% of seniors and favorable scores from 35%. The University’s overall perception score of 1.98 (0-4 scale) was 11 th among benchmark institutions. The University has a near-neutral overall market position. The University’s position indicates that it has a relative gap in favorable perception.

3. Copyright © All rights reserved to Student Insights. 3 Executive Summary The University’s market position is similar among male and female students. Eastern Michigan’s market position also does not differ notably by students’ family income levels. Market position does differ for Eastern Michigan in several demographic segments, including: –Notably stronger position among black students, weaker position among white and Asian students –Stronger among students with ACT scores below 20 and weaker among students scoring 27 or higher –Stronger position among “first-generation” students whose parents did not attend college. –Somewhat stronger position among students majoring in education, nursing and business –Stronger position in Wayne County, and to a lesser extent, Oakland County and the southeastern portion of the state.

4. Copyright © All rights reserved to Student Insights. 4 Survey Overview

5. Copyright © All rights reserved to Student Insights. 5 Survey Methodology Online survey of Michigan high school seniors –Conducted in January - April, 2010 –Incentives included several random drawing scholarships –Promoted through mailing to high school guidance counselors and scholarship search sites Responses were generally reflective of the student demographics –1,159 total responses from 220 high schools in Michigan –Distribution generally matched population distribution. Some sample biases include: Females comprise about 70% of responses Estimated mean combined ACT scores about 24, somewhat higher than the average national- and Michigan score –Margins of error Margins of error for overall awareness and perception are approximately +/- 5- 6% at a 90% confidence level Margins of error for segmented data vary by type of segmentation A Margin of Error bar is shown on slides to provide a visual reference

6. Copyright © All rights reserved to Student Insights. 6 Survey Response Distribution ZIP Code Each pin represents a ZIP code from which at least one response was received. Many ZIP codes had multiple responses.

7. Copyright © All rights reserved to Student Insights. 7 Market Size Analysis

8. Copyright © All rights reserved to Student Insights. 8 College Selection Factors How important are the following factors when choosing a college? Very Unimportant Somewhat Unimportant NeutralSomewhat Important Very Important Students in Michigan, as well as across the U.S., rate five key attributes as most important when choosing a college or university. These attributes, except for tuition cost, are difficult to measure and are largely determined by personal qualitative judgment. Several lower-ranked variables are more definitive and therefore also play an important role in choosing a university. Preferences for these variables are shown in the following pages.

9. Copyright © All rights reserved to Student Insights. 9 Drive Zones 30-, 60-, 120- and 180 minutes around Ypsilanti, MI

10. Copyright © All rights reserved to Student Insights. 10 Market Size Distance Preference Thirty four percent of students have no preference regarding the distance between home and college. These students from throughout Michigan should find Eastern Michigan University to be an acceptable distance from home. A 60 minute drive zone around Ypsilanti includes about one half of the Detroit and Flint metro areas and all of several secondary metro areas. Approximately 11-18% of students from this zone would prefer the distance to Eastern Michigan. A broader 120 minute drive zone includes the remainder of the Detroit and Flint metro areas as well as portions of the Lansing and Grand Rapids metro areas. Twenty one percent of students in this zone would prefer the distance to Eastern Michigan University. Beyond the 120 minute zone are the rest of the Grand Rapids and Kalamazoo metro areas, several secondary metro areas, and largely rural areas. Five to eleven percent of students in this region prefer the distance to Eastern Michigan.

11. Copyright © All rights reserved to Student Insights. 11 Market Size College Size Preference Forty seven percent of students have no college size preference and would find Eastern Michigan University to be acceptable. Another 16% of students would like to attend a college such as EMU that has more than 10,000 students.

12. Copyright © All rights reserved to Student Insights. 12 Market Size Religious Preference Forty eight percent of students have no preference regarding a college’s religious affiliation. These students would be comfortable attending EMU. Another 24% of students prefer a non-sectarian university such as Eastern Michigan University.

13. Copyright © All rights reserved to Student Insights. 13 Market Size Setting Preference Twenty seven percent of Michigan students prefer an urban university such as Eastern Michigan. Another 45% of students have no preference and would find EMU’s location to be acceptable.

14. Copyright © All rights reserved to Student Insights. 14 Market Size Tuition Expectation What do you expect to pay ANNUALLY for college tuition? Consider only the published tuition rate not including any form of financial aid that you may receive. EMU’s published tuition is $8,069. (US News, 2010). Thirteen percent of students expect to pay $5,000 – 10,000 per year and another 10% have no expectation. These students would find Eastern Michigan’s tuition acceptable. Seventy three percent of all students expect to pay more than $10,000 per year and would find EMU’s tuition preferable.

15. Copyright © All rights reserved to Student Insights. Consolidated Market Opportunity Tuition Screen Size Screen Setting Screen Religious Preference Screen Distance Screen All Students The consolidated market opportunity examines all student preferences, showing the percentage of students who find Eastern Michigan to be acceptable or preferred on all key variables. The University is acceptable or preferred on all attributes by just 15% of students. In fact, this number is likely overstated since only a portion of these students would have ACT scores that were in Eastern Michigan’s typical range. This relatively low percentage of students who find Eastern Michigan to be a “perfect match” is common for most institutions. The analysis highlights the challenge facing the University and other institutions – namely a small pool of ideal prospective students.

16. Copyright © All rights reserved to Student Insights. 16 Extra-Curricular Activities

17. Copyright © All rights reserved to Student Insights. 17 Extra-Curricular Activities Which activities, interests, and hobbies would you like to pursue in college? Forty six percent of students intend to study abroad while in college. More than one third of all students expect to participate in sports, exercise, and/or watch college sporting events.

18. Copyright © All rights reserved to Student Insights. 18 Awareness and Favorability Overall Ratings

19. Copyright © All rights reserved to Student Insights. 19 Awareness Distribution Awareness levels among students who have heard of Eastern Michigan University Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Among students who have heard of Eastern Michigan University, 37% are somewhat- or very unfamiliar with the University, while 43% are familiar to some degree. In addition to students who have heard of Eastern Michigan, some students indicated that they had not heard of the University at all. The percentage of students who have not heard of EMU, the school’s Invisibility Index©, is approximately 19%. This is a somewhat high number for a large institution located near a major metropolitan area.

20. Copyright © All rights reserved to Student Insights. 20 Index Calculation Awareness Index is the average of all survey respondents’ familiarity levels Numeric assignments for awareness –Very Unfamiliar = 0 –Somewhat Unfamiliar = 1 –Neutral = 2 –Somewhat Familiar = 3 –Very Familiar = 4 Perception Index is the average of all survey respondents’ perception ratings Numeric assignments for perception –Very Unfavorable = 0 –Somewhat Unfavorable = 1 –Neutral = 2 –Somewhat Favorable = 3 –Very Favorable = 4

21. Copyright © All rights reserved to Student Insights. 21 Awareness Index Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Overall awareness is typically related to an institution’s size and distance from major metropolitan areas. It is therefore not surprising that the state’s flagship institutions enjoy the highest levels of awareness, followed by GVSU, Central Michigan and Western Michigan. Eastern Michigan’s overall awareness score of 2.05 places it solidly in the middle of a tightly clustered group of second- tier institutions.

22. Copyright © All rights reserved to Student Insights. 22 Perception Distribution Perception levels among students who have heard of Eastern Michigan University Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Eastern Michigan received somewhat or very unfavorable scores from 33% of students and somewhat or very favorable scores from a slightly larger number. It’s important to note that overall favorability encompasses more than just academic strength. Respondents were prompted to consider all attributes of each college, including tuition cost, facilities, campus safety, academic strength, social life, and other factors important to them.

23. Copyright © All rights reserved to Student Insights. 23 Perception Index Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Eastern Michigan’s perception score of 1.98 is 11 th among benchmark institutions.

24. Copyright © All rights reserved to Student Insights. 24 College Position Matrix Awareness Favorability Eastern Michigan has an essentially neutral market position along with UM – Flint and UM – Dearborn. The best-fit line shows the “normal” balance of awareness and perception among the benchmark institutions. Institutions to the left of the line have a comparatively favorable image, but a relative awareness gap. Universities to the right of the line, including Eastern Michigan have relatively high awareness, but face a gap in favorable perception.

25. Copyright © All rights reserved to Student Insights. 25 Market Position Index Top 15 Among Michigan’s top 15 institutions, Eastern Michigan is ranked 9 th. Awareness X Perception = Market Position

26. Copyright © All rights reserved to Student Insights. 26 Basic Segmentation

27. Copyright © All rights reserved to Student Insights. 27 Awareness Index Gender Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Female and male students have nearly equivalent awareness of Eastern Michigan University.

28. Copyright © All rights reserved to Student Insights. 28 Perception Index Gender Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of Error Perceptions of Eastern Michigan do not differ by gender.

29. Copyright © All rights reserved to Student Insights. 29 Market Position Matrix Gender Awareness Favorability The University’s position does not differ significantly by gender.

30. Copyright © All rights reserved to Student Insights. 30 Awareness Index Race Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Black students have a much higher level of awareness of Eastern Michigan than do white or Asian students.

31. Copyright © All rights reserved to Student Insights. 31 Perception Index Race Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Black students also have a significantly more favorable perception of Eastern Michigan than do white and especially Asian students.

32. Copyright © All rights reserved to Student Insights. 32 Market Position Matrix Race Awareness Favorability EMU enjoys its strongest position among black students, marked particularly by higher awareness. The University’s position among Asian students is the weakest.

33. Copyright © All rights reserved to Student Insights. 33 North/U P West Central East South East Wayne Oakland Macomb Geography The following geographic regions were selected by Student Insights for use in subsequent segmentation analysis.

34. Copyright © All rights reserved to Student Insights. 34 Awareness Index Geography Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Eastern Michigan enjoys its highest awareness in Wayne and Oakland Counties and the southeastern portion of the state. Awareness is quite low in western and northern Michigan.

35. Copyright © All rights reserved to Student Insights. 35 Perception Index Geography Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perceptions of the University are most favorable in Wayne County and least favorable in the distant western and northern portions of the state.

36. Copyright © All rights reserved to Student Insights. 36 Market Position Matrix Geography Awareness Favorability An institution’s market position is typically strongest in its immediate home region. This is true for Eastern Michigan University, which has a distinctly stronger market position in Wayne and Oakland Counties, as well as the southeastern portion of the state.

37. Copyright © All rights reserved to Student Insights. 37 Awareness Index ACT Scores Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Eastern Michigan University is best-known among students with lower ACT scores.

38. Copyright © All rights reserved to Student Insights. 38 Perception Index ACT Scores Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perceptions are also generally more favorable among students with lower ACT scores. Perception among students with scores of 17 or less is an exception to this pattern.

39. Copyright © All rights reserved to Student Insights. 39 Market Position Matrix ACT Scores Awareness Favorability Eastern Michigan’s market position is clearly strongest among students with a 20 or less on the ACT test. This is a notable finding since this is at the lower end of the University’s actual mid-range ACT scores for incoming freshmen of 18 – 23. (US News, 2010)

40. Copyright © All rights reserved to Student Insights. 40 Awareness Index Family Income Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Awareness is similar across all income levels, within the margins of error.

41. Copyright © All rights reserved to Student Insights. 41 Perception Index Family Income Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perception is very similar among all income levels.

42. Copyright © All rights reserved to Student Insights. 42 Market Position Matrix Family Income Awareness Favorability Eastern Michigan’s market position does not vary significantly among students from various income levels. This is a surprising finding, since institutions which have a distinctly stronger position among students with lower ACT scores often have a similarly strong position among students from lower-income families.

43. Copyright © All rights reserved to Student Insights. 43 Awareness Index Intended Major Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Students majoring in education, nursing and business have modestly higher levels of awareness.

44. Copyright © All rights reserved to Student Insights. 44 Perception Index Intended Major Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Perceptions of the University are most favorable among students majoring in education, but are otherwise similar within the margins of error. Margin of Error

45. Copyright © All rights reserved to Student Insights. 45 Market Position Matrix Intended Major Awareness Favorability Eastern Michigan enjoys its strongest position among education majors, and to a lesser extent, nursing and business majors. This is roughly consistent with the University’s top majors as listed in US News, 2010.

46. Copyright © All rights reserved to Student Insights. 46 Awareness Index Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Awareness is modestly higher among students whose parents have not earned a college degree.

47. Copyright © All rights reserved to Student Insights. 47 Perception Index Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perceptions are also more favorable among students whose parents have not earned at least a four-year degree.

48. Copyright © All rights reserved to Student Insights. 48 Market Position Matrix Awareness Favorability The University has a weaker position among students whose parents have earned a four-year degree or more, and stronger position among those whose parents have no college degree.

49. Copyright © All rights reserved to Student Insights. Additional Market Research Opportunities Level Three Report (Pre-order 2011) –Advanced segmentation by student preferences for college size, setting and tuition –Detailed attribute ratings for Eastern Michigan and benchmark competitors. Attributes include academic strength, tuition cost, residence facilities, academic facilities, social life, campus safety, and job opportunities for graduates –Consideration levels for attending the University and key competitors –Differences in perspectives of Eastern Michigan by applicants and non-applicants Level Four Report (Pre-order 2011) –Open-ended descriptions of the University –Barriers to considering enrollment at the University –First-heard analysis showing how students first learn about the University –“Gap” review showing communication priorities –Momentum Index and Reputation Index showing if Eastern Michigan is considered to be improving/declining and underrated/overrated Custom Research – Student Insights can provide affordable, effective custom research for all constituencies including current students, adult learners, employers, faculty and staff, parents of potential students, and others

50. Copyright © All rights reserved to Student Insights. 50 Thank you!