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Atlantic Cape Community College: Summary Of Results

Atlantic Cape Community College: Summary Of Results. Prepared By: CLARUS Corporation July 12, 2001. Purpose Of Research. Overall Evaluation Of Product Lines In The Division Of Continuing Education Develop Strategic Marketing Plans For The Division And The Product Lines. The Product Lines.

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Atlantic Cape Community College: Summary Of Results

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  1. Atlantic Cape Community College:Summary Of Results Prepared By: CLARUS Corporation July 12, 2001

  2. Purpose Of Research • Overall Evaluation Of Product Lines In The Division Of Continuing Education • Develop Strategic Marketing Plans For The Division And The Product Lines

  3. The Product Lines • Community Education • Providing Noncredit Programming • Business And Industry Customized Training • Center For Regional And Business Research • Casino Institute • Job Readiness Partnerships With Workfirst New Jersey Program

  4. The Process • Internal Assessment • Interviews With Division • Evaluation Of Organizational Structure • Review Marketing Materials • External Assessment • Shopping The Division • Community Scan • Employer Scan

  5. The Process • Outcomes • Assist In Analyzing The Data • Recommendations For Short-Term And Long-Term Strategies • Programs And Markets Analyzed • Recommendations For Content, Delivery And Format

  6. Current Market Profile

  7. The Product Lines

  8. The Product Lines

  9. Workforce Computer Secretarial Hospitality/ Customer Service Culinary CCI Police Officer Gaming Slots Blackjack Survellience Pai Gow/ Craps The Product Lines - Most To Least Successful Offerings

  10. Community Education Personal Development Computer Training Kids College Fine And Performing Arts Cooking Professional Development Real Estate/ Insurance Construction Code Health Professionals Small Business Development Corporate Hospitality Customized Training The Product Lines - Most To Least Successful Offerings

  11. County 34% From Atlantic 5.5% From Cape May 58.5% Unknown Gender 55.4% Female 32.0% Male 12.6% Unknown Ethnicity 69.3% Unknown 19.6% White 2.5% Asian 4.7% Black 2.4% Hispanic The Enrollees

  12. Age 10.3% Are 19 And Younger 5.5% Are 20 To 24 Years Old 18.3% Are 25 To 34 Years Old 41.9% Are 35 To 55 Years Old 14.4% Are 56 And Over 9.7% Are Missing The Enrollees

  13. Potential Issues To Address • Missing Data On Enrollees • Detailed Program Data For Evaluation Of Programming • Timely And Accurate • Financial Impact

  14. Potential Issues To Address • Allocation Of Resources By Program Areas May Not Match • Overreliance On Program Areas • Need More Even Dispersion Of Enrollments • Opportunity To Develop Additional Product Line With A Manager • Professional CEU’s • Areas Currently Underperforming

  15. Shopping The Division

  16. Atlantic City - Morning • Wednesday, 05/23/01, 9:53am • Rang 1 Time; Told Her Was Moving To Area And Was Interested In Computer Classes; Receptionist Was Nice, Said She Would Mail A Brochure With A List Of Available Classes; Took Name And Address; Said Good Luck On Move; Will Get It In Mail Right Away • Postmarked 05/24/01 • Summer 2001 Continuing Education Program Guide With Handwritten Address

  17. Atlantic City - Evening • Thursday, 05/24/01, 6:41pm • Rang 5 Times; Name Said So Fast Caller Missed It; Repeated Slower; Wanted Information About Computer Classes - Moving To Area; Credit Or Noncredit; He Thought He Could Do That; Need Name And Address - One Second - Got To Get Card; What Program Of Interest; Just Want A Schedule; Got Name And Address; Went Into A Long Explanation Of Computer Classes • No Schedule Received

  18. Atlantic City - Weekend • Saturday, 05/26/01, 9:55am • Recording; Gave Number And You Have Reached ACCC Information Center; If You Wish To Fax Info Gave Number; Thank You • Could Not Understand The Recording; Lot Of Static; Spoke Very Low And Fast; Could Not Hear First Part Of Message • No Opportunity To Leave Message • Wanted To Leave Message About Job Training For A Casino Job

  19. Atlantic City - Afternoon • Thursday, 05/31/01, 1:28pm • Click/ Long Pause/ Nothing/ Click/ Disconnected • Called Back; Answered “Workshops And Seminars”; Asked For Information About Job Training For A Casino Job; Said We Don’t Have Training, Just Classes And Listed; Asked If She Could Send Info - Gaming I Can Send You But Not Others; You Need To Talk To Other People About Each; I Can Send A Brochure; Gave Name And Address • Postmarked 06/01/01 • Black And White Xerox Of CCI Brochure

  20. Cape May - Morning • Tuesday, 05/29/01, 10:10am • Recording Gave Options; No Information Or Community Education Option; Transferred To Operator; ACCC; Asked For Information About Children’s College Since Renting A House At The Shore This Summer; Will Transfer To That Department; Answered; Very Pleasant And Would Send A Brochure Today • Postmarked 05/30/01 • Kids College Brochure With Handwritten Address

  21. Cape May - Evening • Wednesday, 05/30/01, 7:30pm • Recorded Message; You Have Reached Cape May Campus; Gave Options; Held For Operator; ACCC Security; Wanted Information On Computer Classes; He Said It’s Too Late And Call Back Between 9am And 4pm During The Week Monday To Friday; Tone Of Voice, Not Very Happy

  22. Potential Issues To Address • Coverage After Hours • Responsibility, Staffing And Training • Message Options After Hours • Atlantic City Recording • Cross-Training Of Employees On Programs Offered By Division

  23. Community Scan Results

  24. Community Scan Methodology • ACCC Service Area • Atlantic And Cape May Counties • 374 Households By Telephone 95% Reliability And + 5.1% Error • Regions Identified • Atlantic City (21.1%) • Cape May (26.5%) • Mays Landing (36.4%) • Atlantic City/ Mays Landing (16.0%) • 15 To 20 Minutes Each Conducted April 17 To June 6, 2001

  25. Unaided Recall • ACCC Mentioned (30%) • 40% Of Cape May • Richard Stockton College • 60% Of Atlantic City/ Mays Landing • 40% Of Atlantic City • 40% Of Mays Landing • 30% Of Cape May • Others Listed • Less Than 15%

  26. Familiarity • ACCC Most Familiar • Know A Little Bit To Know A Fair Amount • Richard Stockton College, Rowan University, Rutgers University Camden Campus, Temple University, University Of Pennsylvania • Know A Little Bit • County Colleges In Area • Have Heard Of

  27. Convenience Of Location • ACCC And Richard Stockton College Most Convenient • Mays Landing Campus Rated Convenient To All Regions • Cape May Campus Rated As Convenient For Cape May Residents • Atlantic City Campus Rated As Convenient For Atlantic City And Atlantic City/ Mays Landing Residents

  28. Past College Attendance • Who Attended? • 30% Of Those Responding To Survey • 10% Of Their Children • 5% Of Their Spouses • Why Did They Take A Class Or Activity? • Slightly More Than One-Fifth Enrolled In Credit Class • Less Than 5% For Fun • Less Than 10% For Personal Enrichment • 12% Enrolled In Class Related To Job

  29. Past College Attendance • Credit Programs • Business, Computers, Communications, English, General Studies, Marketing, Master’s Degrees, Prelaw, Psychology, Social Work • Chose College Because Of Convenience, Affordable, To Obtain Degree, Job Promotion Or Training

  30. Past College Attendance • Fun Class • Computers, Art Classes, Cooking, Flower Design, PowerPoint • Chose Because Convenient And Having The “Fun Class” • Personal Enrichment • Ran The Gamut Of Potential Topics • Rationale For Choosing College Was To Upgrade Job Skills, Take A Computer Class, Convenience

  31. Past College Attendance • Job-Related Classes • Business, Casino, Bookkeeping, Culinary, Education, Flower Design, Hotel Management, Microsoft Certification, Pharmacy, Mortician, Speech, Zoning • Convenient, To Enhance Their Careers, Change Career Status Or Continue Degree

  32. Credit Class - Potential Attendee • One-Third Have An Interest In Attending College Credit Classes • Atlantic City (24%) • Cape May (36%) • Mays Landing (38%) • Atlantic City/ Mays Landing (28%) • Cape May Residents Most Likely To Attend ACCC • Overall One-Third Would Attend ACCC

  33. Credit Class - Potential Attendee • Majority Would Enroll At Campus Nearest Them • Atlantic City/ Mays Landing Area Most Likely To Attend Mays Landing Campus • Classes Of Interest • Computers, Business, Education, English, Marketing, Architecture, Criminal Justice, Liberal Arts, Occupational Therapy, Special Education

  34. Credit Class - Potential Attendee • Reasons For Enrolling • Majority Of Enrollees Are Wanting To Complete A Degree (Associate To Master’s) • Job Preparation And Job Upgrade Skills

  35. Fun Class - Potential Attendee • Less Than 10% Have An Interest In Attending A Fun Class • Atlantic City (4%) • Cape May (6%) • Mays Landing (8%) • Atlantic City/ Mays Landing (0%) • ACCC Preferred For Enrollment • 100% Of Atlantic City • Half Of Cape May And Mays Landing

  36. Fun Class - Potential Attendee • Majority Would Enroll At Campus Nearest Them • Classes Of Interest • Computers, Art, Automotive, Cooking Classes, Dance, Language, Music, Photography, Stock Market • Reason For Enrolling • Two-Thirds Want To Have Fun • Other Reasons Include Personal Enrichment, Improve Skills, To Learn

  37. Personal Enrichment - Potential Attendee • 15% Have An Interest In A Personal Enrichment Class • Atlantic City (13%) • Cape May (11%) • Mays Landing (15%) • Atlantic City/ Mays Landing (14%) • Half Would Attend ACCC • Atlantic City Residents Most Likely To Attend ACCC

  38. Personal Enrichment - Potential Attendee • Majority Would Enroll At Campus Nearest Them • Atlantic City/ Mays Landing Area Most Likely To Attend Mays Landing Campus • Classes Of Interest • Computers, Art, Auto Repair, Business, Dance, Education, ESL, Fashion Designer, Film Classes, Finance, Hotel Classes, Japanese Calligraphy, Law, Literature, Psychology, Sociology, Yoga

  39. Personal Enrichment - Potential Attendee • Reasons For Enrolling • CEU’s • Basic Skills, Career Change, For Job (Cape May) • ESL (Atlantic City And Mays Landing) • Skills Upgrade, Job (Atlantic City/ Mays Landing)

  40. Job Related - Potential Attendee • Less Than 15% Have An Interest In A Job- Related Class • Atlantic City (13%) • Cape May (9%) • Mays Landing (16%) • Atlantic City/ Mays Landing (5%) • Would Attend ACCC • Half Of Atlantic City And Cape May • 35% Of Mays Landing And AC/ML

  41. Job Related - Potential Attendee • Majority Would Enroll At Campus Nearest Them • Atlantic City/ Mays Landing Area Most Likely To Attend Mays Landing Campus • Classes Of Interest • Computers, Business, Education, Medical, Criminal Law, Culinary, Finance, Construction, Internet, Law Enforcement, Marine Science, Marketing, Nursing, Spanish, Statistics

  42. Job Related - Potential Attendee • Reasons For Enrolling • For Job • 60% Of Atlantic City • 65% Of Atlantic City/ Mays Landing • 30% Of Cape May And Mays Landing • Skills Upgrade • Less Than One-Fifth

  43. Attitudes Toward ACCC • Agree Or Strongly Agree • ACCC Offers Excellent Opportunities For Meeting CEU Requirements (35%) • Think Of ACCC In Atlantic City As First Place To Use As A Conference Center For Hosting Community Events (20%) • ACCC In Atlantic City Is Great Place To Use As Conference Center For B&I Training • 40% Of Cape May And Mays Landing • 30% Of Atlantic City And AC/ ML

  44. Attitudes Toward ACCC • Agree Or Strongly Agree • Would Use ACCC’s Meeting Services To Plan And Coordinate Next Meeting Or Conference (30%) • Less Than 20% Of Atlantic City • Majority Did Not Know Enough About Any To Disagree

  45. Potential Use Of ACCC By Children • 45% Have Children Under 18 Years Of Age In Home • Half Would Consider Enrolling Them In Kids College • Most Likely To Attend Campus Closest To Home • Atlantic City/ Mays Landing Most Likely To Attend Mays Landing Campus

  46. Potential Use Of ACCC By Children • Most Attractive Schedule • One Week, Full Day, Two Topics • Would Commit Children To Two To Six Weeks • Topics Of Interest To Children • Arts, Crafts, Computers, Dance, Math, Music, Reading, Science, Sports, Theater

  47. Alternative Delivery Methods • More Likely To Enroll In Courses • Short Courses (60%) • Four To Six Weeks In Length • Varied Months Of Start • Courses Off-Campus At Neighborhood Site (60%) • Sites Mentioned Atlantic City, Cape May, Egg Harbor, Galloway, Hammonton, Mays Landing, Ocean City, Pleasantville, Rio Grande, Stockton

  48. Alternative Delivery Methods • Almost Half More Likely To Enroll In Classes • Courses Offered Via Internet • Open Entry/ Open Exit • Evening Programs • Especially In Cape May • One-Third More Likely To Enroll • Weekend Classes, Interactive Television, Telecourses, Accelerated Programs (More Likely In Mays Landing Area)

  49. Days Of Week Most Convenient For Classes • Tuesday, Wednesday, Thursday And Monday Most Convenient For Over Half Of Respondents • 35% Prefer Friday

  50. Class Times Most Convenient During The Week • 6pm To 10pm (38%) • 60% Prefer One Three-Hour Class One Night Per Week • Preferred Start Time 6pm • 8am To Noon (22%) • Noon To 6pm (Less Than 15%) • 4am To 8am (Less Than 5%)

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