Transcript Slide 1 - University of North Alabama

University Of North Alabama
Alumni Marketing Survey Results
Dr. Andrew L. Luna
Director
Institutional Research, Planning and Assessment
Alumni Marketing Survey Results
Marketing Surveys and UWG
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As part of a comprehensive marketing
plan, UNA administered surveys to key
target audiences
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Alumni
Current Freshmen
Prospective Students
Results from this year’s survey would
serve as a baseline for subsequent
surveys
The surveys will be re-administered in Fall
2010
Alumni Marketing Survey Results
University Involvement
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University Advancement
University Relations
Web Master
Marketing Committee
Institutional Research, Planning, and
Assessment
Alumni Marketing Survey Results
Sample Size
For the survey results to be generalized to each
of the three separate populations, a significant
sample size had to be generated
As the population significantly increases, the
sample size exponentially decreases:
N=100 (S=80%); N=1,000 (S=28%);
N=10,000 (S=3.7%); N=100,0000 (S= .04%)
Alumni Marketing Survey Results
Sample Size
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Based upon the formula, only the Alumni
survey had a significant number of
respondents
Alumni (n=504) – Significant
Prospective (n=150) – Not Significant
Current Student (n=60) Not Significant
Measuring Both Importance and
Satisfaction
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The Importance/Satisfaction procedure measures
the importance respondent places on a given
attribute as well as how satisfied they are with the
service of that same attribute
Using I/S measures gives a lot more information
than just satisfaction alone
An important component of the I/S measure is the
performance gap which is the mathematical
difference between importance and satisfaction
The performance gap indicates where the institution
is least meeting student expectations
Alumni Marketing Survey Results
18 Characteristics/Attributes
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Access to Faculty
Availability of Major
Availability of Scholarships
Availability of Social Events
Close to Home
Varsity Athletic Programs
Cost to Attend
Honors Programs
Job Placement Opportunities
Leadership Development
National and State-Wide
Reputation
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Warm/Friendly Campus
Quality of Classroom
Facilities
Quality of Faculty
Quality of Undergraduate
Education
Safe Campus
Selective Admissions
Standards
Smaller Faculty/Student
Ratio
Alumni Marketing Survey Results
Statistics
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Sent to all alumnae with contact
information
Over 500 respondents
Over 62 percent were under 50 and over
50 percent graduated before 1990
Most respondents received their degrees
from the Colleges of Business and
Education
Alumni Marketing Survey Results
Demographics
Percent
Alumni Marketing Survey 2008
Gender
90
80
70
60
50
40
30
20
10
0
Gender
Females
50.82
Males
49.18
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
Race
90
80
70
60
50
40
30
20
10
0
Race
Black
4.37
Other
5.95
White
89.68
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
When Did You Graduate from UNA?
90
80
70
60
50
40
30
20
10
0
< 1950 1950 1959
Graduated 0.41
3.48
1960 1969
7.98
1970 1979
20.04
1980 1989
18.4
1990 1999
17.38
2000 2007
32.31
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
How Far Do You Live From Campus?
90
80
70
60
50
40
30
20
10
0
< 10 Miles
Distance
26.06
10 - 49
Miles
18.59
50 - 100
Miles
20.4
> 100 Miles
34.95
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Market Survey 2008
Age
90
80
70
60
50
40
30
20
10
0
Age
30 or <
23.88
31 - 35
11.02
36 - 40
7.96
41 - 50
19.59
50 or >
37.55
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
First Generation Student?
90
80
70
60
50
40
30
20
10
0
1st Generation
No
42.8
Yes
57.2
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
Main Source for Information
90
80
70
60
50
40
30
20
10
0
Source
Email
40.45
Internet
28.66
Print
24.8
Radio
1.42
TV
4.67
Alumni Marketing Survey Results
Demographics, Cont.
Alumni Marketing Survey 2008
Best Way to Contact Alumni
100
Percent
80
60
40
20
0
Contact
Email
Mail
Phone
83.43
13.33
1.21
Social
Network
1.41
Text
Message
0.61
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
Would You Recommend UNA?
90
80
70
60
50
40
30
20
10
0
Recommend
No
2.19
Yes
97.81
Alumni Marketing Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
Children Attend/ed UNA
90
80
70
60
50
40
30
20
10
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Attended UNA
No
83.57
Yes
16.43
Over 57 percent of respondents were 40 and over
Alumni Marketing Survey Results
Demographics, Cont.
Alumni Marketing Survey 2008
Highest Degree Earned
90
80
70
Percent
60
50
40
30
20
10
0
Degree
Associates
1.62
Baccalaureate
55.76
Masters
31.11
Specialist
3.03
Professional
3.23
Alumni Marketing Survey Results
Demographics, Cont.
Alumni Marketing Survey 2008
Top Educational Degrees (n > 25)
Management/Marketing
Secondary Education
Accounting/Business Law
History/Political Science
Elementary Education
Economics/Finance
Biology
Mathematics/Computer Science
Health, Physical Education, Recreation
Social Work/Criminal Justice
Communications/Theater
Sociology
104
69
67
66
51
34
32
32
29
29
28
28
Alumni Survey Results
Demographics, Cont.
Percent
Alumni Marketing Survey 2008
Did UNA Prepare You
90
80
70
60
50
40
30
20
10
0
Prepared
No
11.97
Yes
88.03
Alumni Marketing Survey Results
Gap Analysis
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Measures both the Importance and
Satisfaction of a particular variable or
attribute
The Performance Gap is the difference
between the Importance Measure and the
Satisfaction Measure
The higher the Performance Gap, the least
UNA is meeting customer (alumni)
expectations
Alumni Marketing Survey Results
Interpreting the Radar Chart
Attribute 1
7
Meeting Expectations
6
5
Attribute 6
Attribute 2
4
3
2
Larger Gap
Smaller Gap
1
Attribute 5
Attribute 3
Attribute 4
Importance
Satisfaction
Exceeding
Expectations/Possible
Overkill
Alumni Marketing Survey Results
Intersection of
Radar
Chart
on 20 Characteristics
Importance
to
Satisfaction.
Large negative gap.
Alumni Marketing Survey 2008
Meeting Expectations
Importance/Satisfaction Measures
Possible Overkill
Access To Faculy
Smaller Faculty/Student Ratio
Selective Admissions Standards
7
Availability of My Major
6
Availability of Scholarships
5
Large positive gap.
Safe Campus
Concentrate Here
Availability of Social Events
4
3
Quality of Undergraduate …
Not Meeting
Expectations
Close to Home
2
1
Quality of Faculty
Varsity Athletic Programs
Quality of Buildings/Facilities
Cost to Attend
Warm/Friendly Atmosphere
Honors Programs
National/State-Wide Reputation
Job Placement
Leadership Development
Importance
Satisfaction
Midpoint
Alumni Marketing Survey Results
Top Performance Gaps
Alumni Marketing Survey 2008
Top Five Performance Gaps
(Performance Gap = Importance Measure - Satisfaction Measure)
0.89
Job Placement
Availability of Scholarships
Quality of Faculty
0.59
0.47
Quality of Undergraduate Education
0.43
National/State-Wide Reputation
0.42
NOTE: Larger gaps mean UNA is least meeting expectations
Alumni Marketing Survey Results
Opinion Questions
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Questions were designed to ask about
particular attributes within UNA
Questions were either based on a 1- 7
Likert Scale or by Y/N answers
Likert Scale responses were averaged. The
higher the average the more favorable the
respondent was toward that attribute
Alumni Survey
Opinion Questions
Alumni Marketing Survey 2008
Statements Concerning UNA
I am proud to be a graduate of UNA
How Valuable is UNA Magazine?
UNA has a positive public image
UNA is moving in a positive direction
How valuable is Lion Pride E-Letter?
UNA has moved in the right direction over past 5 years
UNA is a progressive institituion
How well informed are you abou events at UNA?
Many People in my community are familiar with UNA
UNA is visible in the state of Alabama
5.44
5.37
5.07
5.05
5.03
5.00
4.94
4.82
4.81
4.72
Alumni Survey
Opinion Questions
Alumni Marketing Survey 2008
What Would Make You Return to UNA?
Athletic events
Opportunity for professional dev/cont. education
Homecoming
Class reunions
Music or theater event
Opportunity to meeti with former faculty
Family fun events
Affinity/Special interest reunion
Opportunity to meet with current faculty
Youth camps/conferences
5.21
5.07
5.01
4.47
4.42
4.42
4.24
4.06
3.67
3.37
Alumni Survey
Opinion Questions
Alumni Marketing Survey 2008
Have You Visited UNA's Website?
Frequency
500
400
300
200
100
0
Visit UNA Website
No
64
Yes
432
Alumni Survey
Opinion Questions
Alumni Marketing Survey 2008
UNA Websites Visited
Athletics
Academics
Alumni
News/Current Events
Calendar/Directory
Departments
All
Employment
Portal
Other
121
52
51
27
26
26
24
13
11
25
Alumni Marketing Survey Results
Open Ended Questions
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Respondents were also asked their opinion
on certain qualitative questions
These questions were codified and
frequency distributions were run
In certain cases, respondents were asked
to choose “all that apply,” and some gave
more than one answer. This this case the
total n may be greater than the respondent
rate
Alumni Survey
Open-Ended Questions
Alumni Marketing Survey 2008
Top Ten Schools Similar to UNA
JACKSONVILLE STATE
TROY
UAH
WEST ALABAMA
SOUTH ALABAMA
ATHENS
MONTEVALLO
MTSU
DELTA STATE
VALDOSTA
137
110
85
51
42
39
38
33
32
31
n = 598
Alumni Survey
Open-Ended Questions
Alumni Marketing Survey 2008
Top Web Sites Visited(n > 25)
News
Sports/Recreation
Education
Yahoo.com
Google.com
Shoping
Facebook.com
Banks
Myspace.com
MSM.com
Weather
Email
194
79
76
64
60
54
42
41
35
34
30
29
Alumni Survey
Open-Ended Questions
Alumni Marketing Survey 2008
Raise Visibility of Academic Departments
Communication/Marketing
Programs
Higher Standards
Community Involvement
Recruitment
Scholarships
Job Opportunities
Facilities
Athletics
Research
Money
Other
107
33
25
19
17
10
9
8
7
5
3
26
n = 243
Alumni Survey
Open-Ended Questions
Alumni Marketing Survey 2008
Strengths of UNA
Classroom Size
Faculty/Staff Quality
Quality of Programs/Organizations
Warm/Friendly Campus
Location
Campus/Facilities
Cost
Athletics
Small Campus
Safe Campus
Town/Gown
Other
114
73
66
58
43
32
28
19
11
9
9
n = 487
25
Alumni Survey
Open-Ended Questions
Alumni Marketing Survey 2008
Weaknesses of UNA
Marketing/Communications
Academic Programs
Foreign Students
Quality
Town/Gown
Faculty/Administration/Staff
Job Opportunities
Cost
Diversity
Parking
School Too Small
Social Activities
Atmosphere
Facilities
Other
23
21
20
19
17
16
16
16
15
13
12
11
23
n = 293
32
62
Recommendations
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Alternate the Current Student Marketing
Survey with the NSSE Survey
Continue to administer all three surveys
every other year
Work to obtain a statistically significant
response rate for each group
Questions?