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1 Student-View Report June, 2014 Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

2 Executive Summary After improving in 2013, Cal State Chico s market position declined modestly in The University roughly maintained its position versus its most direct competitors, which also registered declines. The University continues to be solidly in the middle of the second-tier of competitors. The University continues to be positioned solidly below the best-fit line, indicating that improving its image is the highest priority. CSU Chico has higher levels of consideration among students whose families have lower education and income. The University received its highest scores for social life and campus appearance, while academic strength and distance received the lowest scores. Thirty-nine percent of students considered attending CSU Chico, while 9% applied. The University is tightly clustered with Sonoma State, CSU Fresno, and CSU Sacramento on these measures. Academic strength and distance are the most significant barriers to consideration. Availability of majors and social life are the largest incentives. Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

3 Overview Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

4 Survey Methodology Online survey of California high school seniors Conducted in January - April, 2014 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 5,766 total responses from 733 high schools in California Sample biases include: Females comprise about 71% of responses Estimated mean combined SAT score of about 1190 is somewhat higher than the average national- and California scores Margins of error Margins of error for overall awareness and perception are approximately +/- 2-3% 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 4

5 Survey Response Distribution ZIP Code (Each pin represents one ZIP code. Many ZIP codes have multiple responses.) 5

6 Market Size Analysis Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

7 College Selection Factors How important are the following factors when choosing a college? Academic strength, 3.58 Campus setting, 2.74 Small class sizes, 2.67 Tuition cost, 3.57 Job opportunities for graduates, 3.51 Facilities - Academic, 3.37 Campus safety, 3.33 Facilities - Residential, 2.98 Social life - On campus, 2.98 Distance from home, 2.87 Social life - Off campus, 2.75 The top five attributes have been highest rated for a number of years. Although there have been moderate changes in scores for several attributes, all represent reversions to the mean scores of the past few years. Public vs. Private, 2.22 College religious affiliation, 1.57 College size, nimportant Unimportant Neutral Important Important 7

8 Market Size Distance Preference What distance from home do you prefer college to be? Thirty-six percent of students have no preferred distance between home and college. These students would find Cal State Chico to be an acceptable distance. No Preference, 36% 30 minutes or less, 13% minutes, 16% A 60 minute drive zone around Chico includes all of the Chico metro area as well as portions of the Red Bluff and Yuba City metro areas. Approximately 13-16% of students in these areas would prefer the distance to Chico. The 1-2 hour zone includes much of the Sacramento and Redding metro areas and parts of several smaller areas. Eleven percent of students in these areas would prefer the distance to Chico. 3 hours or more, 16% 1-2 hours, 11% 2-3 hours, 8% A 2-3 hour zone includes most or all of the Stockton, Vallejo-Fairfield, and Napa metro areas as well as the northern portion of the East Bay. Only 8% of these students would prefer the distance to Chico. The rest of California is more than 3 hours away from Chico. Sixteen percent of students who live more than three hours from Chico would prefer the distance. The number of students who prefer a college more than three hours away has increased. 8 Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

9 Drive Zones 60, 120, and 180 minute drive zones around Chico, CA Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

10 Market Size College Size Preference What size school do you prefer? No Preference, 48% students, 2% 1,000-2,500 students, 7% 2,500-5,000 students, 13% 5,000-10,000 students, 16% Cal State Chico has 15,316 undergraduate students. (US News, 2014). This should be an acceptable size for the 48% of students who have no preference regarding student enrollment. Another 14% of students prefer an institution as large as Cal State - Chico. The number of students with no preference has declined in the past year, while those who prefer an institution with more than 5,000 students has increased. 10,000 students or more, 14% Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

11 Market Size Religious Preference What religious affiliation do you prefer? No preference, 56% Christian - Catholic, 11% Christian - Protestant, 3% Christian - Non denominational, 5% Fifty-six percent of students have no preference regarding a university s religious affiliation. Another 26% of students prefer a secular institution such as Cal State Chico. Prefer NO religious affiliation, 26% Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

12 Market Size Setting Preference What college setting do you prefer? Rural, 4% Cal State Chico s rural setting should be acceptable to the 44% of students who have no size preference and preferred by the 4% who would like a rural institution. No preference, 44% Suburban, 19% Urban, 34% Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

13 Market Size Public/Private Preference What type of college or university do you prefer? No preference, 36% Thirty-six percent of students have no preference regarding an institution s public/private status. Another 49% of students prefer a public institution. The number of students who prefer a public institution has increased modestly in the past year. Public, 49% Private, 14% 13

14 Market Size Tuition Expectation What do you expect to pay for college tuition? Consider only the published tuition rate not including any form of financial aid that you may receive. No expectation, 10% Cal State - Chico s published tuition is $8,906 (US News, 2014). $35K or more, 14% $30K - $35K, 9% $25K - $30K, 10% $20K - $25K, 11% $0 - $5K, 9% $5K - $10K, 14% $10K - $15K, 13% Fourteen percent of students expect to pay $5 10K per year and another 10% have no expectation. These 24% of students would find the University s tuition acceptable. Another 67% of students expect to pay more than $10,000 and would prefer the tuition at Cal State Chico. The number of students who expect to pay $10K or more per year has increased slightly in the past year. $15K - $20K, 10% Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

15 136 Justice Dr. Valencia PA Consolidated Market Opportunity 100% 100% 91% The consolidated market opportunity examines student preferences, showing the percentage of students who find Cal State Chico to be acceptable or preferred on all key variables. Cal State Chico is acceptable or preferred on all attributes by 10-12% of students. This has been unchanged for several years. 56% 27% 22% 10-12% 0% All Tuition Size Setting Religious Distance Students Screen Screen Screen Preference Screen 15 Screen Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

16 Extra-Curricular Activities Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

17 Extra-Curricular Activities Which activities, interests, and hobbies would you like to pursue in college? Study abroad, 57% Pre-professional organization, 26% Performing arts, 23% Sports - Individual exercise, 39% Fraternity or sorority, 35% Sports - Watch sports events, 34% Sports - Intramurals, 27% In the past year, interest in most activities has been stable to slightly lower. Only study abroad achieved a small increase, reaching its highest point in five years. Student government, 18% Media - Student newspaper/broadcasting, 18% Sports - Participate in intercollegiate sports, 16% Religious organization, 16% 0% 20% 40% 60% 17

18 Market Position Awareness and Perception Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

19 Awareness Distribution Awareness levels among students who have heard of Cal State - Chico 30% 25% 20% 27% 21% 22% 17% Among students who have heard of Cal State - Chico, 39% are somewhat- or very familiar with the University while 41% are unfamiliar to some degree. 15% 14% 10% 5% 0% Unfamiliar Unfamiliar Neutral Familiar Familiar Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

20 Index Calculation Awareness Index is the average of all survey respondents familiarity levels Numeric assignments for awareness Unfamiliar = 0 Unfamiliar = 1 Neutral = 2 Familiar = 3 Familiar = 4 Perception Index is the average of all survey respondents perception ratings Numeric assignments for perception Unfavorable = 0 Unfavorable = 1 Neutral = 2 Favorable = 3 Favorable = 4 Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

21 Awareness Index After rising in 2013, CSU Chico s awareness score fell slightly in In the past year. Scores for the top five institutions were stable to slightly higher, while scores for the bottom six were modestly lower. UC - Davis, 2.59 UC - Santa Barbara, 2.58 San Diego State, 2.45 Cal Poly SLO, 2.37 CSU - Long Beach, 2.36 San Francisco State, 2.02 San Jose State, 1.96 CSU - Chico, 1.88 CSU - Sacramento, 1.79 CSU - Fresno, 1.68 Sonoma State, Unfamiliar Unfamiliar Margin of Error Neutral Familiar Familiar Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

22 Perception Distribution Perception levels among students who have heard of Cal State - Chico 35% 30% 25% 32% Thirty-two percent of students have a somewhat- or very favorable perception of Cal State Chico while 35% have an unfavorable perception. 20% 15% 10% 5% 18% 17% 19% 13% Overall favorability is more than a measure of academic strength. Respondents are encouraged to consider all attributes of each institution, including academic strength, tuition cost, facilities, campus safety, etc. 0% Unfavorable Unfavorable Neutral Favorable Favorable Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

23 Perception Index Cal State Chico s overall favorability score also retreated slightly from their high point in Most other institutions also registered small declines. Cal Poly SLO and CSU Long Beach were the only institutions to register improvements, albeit small ones. San Jose State, 2.12 CSU - Sacramento, 2.02 CSU - Chico, 1.92 CSU - Fresno, 1.87 Sonoma State, 1.81 UC - Santa Barbara, 2.8 UC - Davis, 2.79 Cal Poly SLO, 2.77 CSU - Long Beach, 2.57 San Diego State, 2.7 San Francisco State, Unfavorable Unfavorable Neutral Favorable Favorable Margin of Error 23 Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

24 136 Justice Dr. Valencia PA Market Position Matrix 4 CSU Chico lost ground modestly in the past year, as did most competitors, especially the six institutions in the second tier of competitors. CSU Chico continues to be positioned well below the best-fit line, suggesting that improving image is the highest priority. 3 Cal Poly SLO San Diego State CSU - Long Beach San Francisco State UC - Davis UC - Santa Barbara Favorability 2 CSU - Sacramento Sonoma State CSU - Fresno San Jose State CSU - Chico Awareness 136 Justice Dr. Valencia PA Copyright All rights reserved to Student Insights 24

25 Market Position Chart Cal State Chico is ranked 9 th within its benchmark group, nearly tied with CSU Sacramento. Awareness Perception Market Position UC - Santa Barbara UC - Davis San Diego State Cal Poly SLO CSU - Long Beach San Francisco State San Jose State CSU - Sacramento CSU - Chico CSU - Fresno Sonoma State

26 Segmentation Analysis 26

27 Awareness Index Segmentation: Gender Female students have a slightly higher level of awareness of CSU Chico. Male, 1.78 Female, Unfamiliar Margin of error Unfamiliar Neutral Familiar Familiar 27

28 Perception Index Segmentation: Gender Female students views of CSU Chico are also somewhat more favorable. Male, 1.82 Female, Unfavorable Unfavorable Neutral Favorable Favorable Margin of Error 28

29 Market Position Matrix Segmentation: Gender 4 CSU Chico has a slightly stronger position among female students. 3 Favorability 2 Male Female Awareness 29

30 Awareness Index Segmentation: Race Asian students are less familiar with CSU Chico. White, 2.05 Hispanic, 1.96 Black, 1.83 Asian, Unfamiliar Unfamiliar Neutral Familiar Familiar 30

31 Perception Index Segmentation: Race Asian students also give the University less favorable ratings. White, 1.97 Hispanic, 2.04 Black, 1.95 Asian, Unfavorable Unfavorable Neutral Favorable Favorable 31

32 Market Position Matrix Segmentation: Race 4 The University s market position is similar among white, black, and Hispanic students, but is weaker among Asian students. 3 Favorability 2 Black Hispanic White Asian Awareness 32

33 Awareness Index Segmentation: HS Size (Senior Class Size) Students from high schools with 500 or more seniors have lower awareness of CSU Chico. 500 or more, , , , or fewer, or fewer, Unfamiliar Unfamiliar Neutral Familiar Familiar 33

34 Perception Index Segmentation: HS Size (Senior Class Size) Perceptions of the University are also lower among students from larger high schools. 500 or more, , , , , or fewer, Unfavorable Unfavorable Neutral Favorable Favorable 34

35 Market Position Matrix Segmentation: HS Size (Senior Class Size) 4 Market position is not very differentiated by high school size, except for weakness among students from the largest schools. 3 Favorability or more 99 or fewer Awareness 35

36 Awareness Index Segmentation: SAT Score , 1.6 Awareness is highest among students with SAT scores of and lowest among students with scores of Awareness is otherwise similar within the margins of error , , , , , , , or less, Unfamiliar Unfamiliar Neutral Familiar Familiar 36

37 Perception Index Segmentation: SAT Score , , , , , , 1.9 Favorability is generally similar, except for higher levels among students with SAT scores below 1000, especially in the range , , or less, Unfavorable Unfavorable Neutral Favorable Favorable 37

38 Market Position Matrix Segmentation: SAT Score 4 Although the differences between most segments is small, there is a modest inverse correlation between SAT scores and CSU Chico s market position. 3 Favorability or less Awareness 38

39 Awareness Index Segmentation: Income Awareness is slightly higher in the $75-100K and $150K or more segments. $150K or more, 2 $ K, 1.82 $75-100K, 2.12 $50-75K, 1.85 $25-50K, 1.92 $0-25K, Unfamiliar Unfamiliar Neutral Familiar Familiar Margin of Error 39

40 Perception Index Segmentation: Income Perception scores are somewhat lower in the $ K and $150K or more segments. $150K or more, 1.75 $ K, 1.76 $75-100K, 1.96 $50-75K, 1.94 $25-50K, 1.98 $0-25K, Unfavorable Unfavorable Neutral Favorable Favorable Margin of Error 40

41 Market Position Matrix Segmentation: Income 4 There are modest differences, but no correlation between the University s market position and family income. Favorability 3 2 $0-25K $50-75K $25-50K $75-100K $ K $150K or more Awareness 41

42 Awareness Index Segmentation: Parental Education Awareness is quite similar in most parental education segments. Advanced degree, 1.72 Four-year degree, 1.89 Two-year degree, 1.96 Some college, 1.95 HS diploma, 1.93 Some high school, Unfamiliar Unfamiliar Neutral Familiar Familiar Margin of Error 42

43 Perception Index Segmentation: Parental Education Perceptions of CSU Chico are slightly less favorable among students whose parents have at least a four-year degree. Advanced degree, 1.8 Four-year degree, 1.79 Two-year degree, 1.99 Some college, 2 HS diploma, 2.05 Some high school, Unfavorable Unfavorable Neutral Favorable Favorable Margin of Error 43

44 Market Position Matrix Segmentation: Parental Education 4 There is little difference in market position based on parental education, except for a slightly weaker position among students whose parents have at least a four-year degree. 3 HS diploma Some college Favorability 2 Some high school Advanced degree Two-year degree Four-year degree Awareness 44

45 Awareness Index Segmentation: Intended Major (Technical) Students majoring in agriculture and architecture have somewhat higher levels of awareness of CSU Chico. Physical Sciences, 1.56 Mathematics, 1.7 Engineering, 1.63 Computer and IT, 1.73 Biology, 1.78 Architecture, 2 Agriculture, Unfamiliar Margin of Error Unfamiliar Neutral Familiar Familiar 45

46 Perception Index Segmentation: Intended Major (Technical) CSU Chico also has a notably strong image among agriculture majors. Physical Sciences, 1.73 Mathematics, 1.79 Engineering, 1.71 Computer and IT, 1.72 Biology, 1.77 Architecture, 1.86 Agriculture, Unfavorable Unfavorable Neutral Favorable Favorable Margin of Error 46

47 Market Position Matrix Segmentation: Intended Major (Technical) 4 The University enjoys stronger market position among students majoring in agriculture and to a lesser extent, architecture. 3 Mathematics Biology Favorability 2 1 Computer and IT Agriculture Physical Sciences Architecture Engineering Awareness 47

48 Awareness Index Segmentation: Intended Major (Non-Technical) Undecided, 1.9 Social/Behavioral Science, 2.05 Criminal Justice, 2.11 Liberal Arts, 1.75 Health - Other, 1.84 Health - Nursing, 2.13 Communications, 1.95 Awareness is slightly lower among students majoring in art. Health - Physical Therapy, 2.05 Business - Sales/Marketing, 2.13 Arts, 1.51 Business - Other, 1.97 Business - Accounting/Finance, Unfamiliar Margin of Error Unfamiliar Neutral Familiar Familiar 48

49 Perception Index Segmentation: Intended Major (Non-Technical) Perceptions of the University are lowest among art majors. Other differences are within margins of error. Undecided, 1.95 Social/Behavioral Science, 2 Criminal Justice, 2.17 Liberal Arts, 1.89 Health - Physical Therapy, 2.11 Health - Other, 2.14 Health - Nursing, 2.11 Communications, 2 Business - Sales/Marketing, 1.98 Business - Other, 1.94 Business - Accounting/Finance, Arts, Unfavorable Margin of Error Unfavorable Neutral Favorable Favorable 49

50 Market Position Matrix Segmentation: Intended Major (Non-Technical) 4 The University s market position does not stand out as notably strong or weak in any major except for art. 3 Health - Physical Therapy Social/Behavioral Science Criminal Justice Favorability 2 Health - Other Communications Liberal Arts Arts Business - Accounting/Finance Business - Other Health - Nursing Business - Marketing 1 Undecided Awareness 50

51 Regional Segmentation Student Insights has created these regions to analyze awareness and perception in the geographic segmentation shown in the following slides. North Sacramento Bay - North Bay - West Bay - East Bay - South Stockton/ Modesto Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

52 Regional Segmentation Student Insights has created these regions to analyze awareness and perception in the geographic segmentation shown in the following slides. Central South - Coastal South LA County South Bakersfield/San Bern. South San Diego South Riverside/I mperial Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

53 Awareness Index Segmentation: Geography While CSU Chico continues to be best known in the North Bay, Sacramento, and especially North regions, awareness fell solidly in all three in the past year. In contrast, awareness increased in the rest of the Bay Area. South - Bakersfield/San Bernardino, 1.68 South - Riverside/Imperial, 1.89 South - Coastal, 1.73 South - Orange, 1.47 South - LA County, 1.5 South - San Diego, 1.93 Central, 1.99 South Bay, 1.96 West Bay, 1.81 Stockton/Modesto, 2.06 East Bay, 2.15 North Bay, 2.33 Sacramento, 2.33 North, Unfamiliar Unfamiliar Neutral Familiar Familiar Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

54 Perception Index Segmentation: Geography Favorability scores fell notably in the North region, although scores continue to be relatively higher compared to the rest of the state. Favorability also dropped in the North Bay and Sacramento regions, while scores rebounded to previous high levels in Stockton/Modesto. South - Bakersfield/San Bern., 1.91 South- Riverside/Imperial, 1.93 South - Coastal, 1.91 South - San Diego, 2 South - Orange County, 1.79 South - LA County, 1.72 Central, 2.01 Bay Area - South, 1.83 Bay Area - East, 1.84 Bay Area - West, 1.87 Stockton/Modesto, 2.25 Bay Area - North, 1.97 Sacramento, 1.98 North, Unfavorable Unfavorable Neutral Favorable Favorable Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

55 College Position Matrix Segmentation: Geography 4 Not surprisingly, CSU Chico s market position continues to be strongest in its home region and to a lesser extent, Sacramento and the North Bay regions. This should not obscure the fact that the University s position weakened substantially in all three regions in the past year. In contrast, the University s position strengthened elsewhere in the Bay Area. The sharp increase in market position strength in the Riverside/Imperial region proved to be a one-year event which was reversed in North Favorability 2 Kern/San Bernardino South Central Orange Los Angeles West Bay Stockton/Modesto Central East Bay South Bay Sacramento North Bay 1 San Diego Riverside/Imperial Awareness Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

56 Segmentation Consideration Levels 56

57 Consideration Levels Segmentation: Geography South Central, 39% Orange, 36% Los Angeles, 35% Central, 37% South Bay, 35% East Bay, 41% West Bay, 37% Consideration is highest in the University s home region and in Stockton/Modesto. Consideration in other areas is fairly similar. Kern/San Bernardino, 41% San Diego, 41% Stockton/Modesto, 50% North Bay, 44% Sacramento, 42% Riverside/Imperial, 43% North, 62% 0% 25% 50% 75% 100% 57

58 Consideration Levels Segmentation: SAT Consideration levels are slightly higher among students with SAT scores of 800 to , 33% , 37% , 36% , 40% , 40% , 43% , 45% , 44% 799 or less, 38% 0% 25% 50% 75% 100% 58

59 Consideration Levels Segmentation: HS Size Consideration levels are distinctly higher among students from high schools with fewer than 300 seniors. This corresponds loosely with the University s market position strength in these same segments. 500 or more, 37% , 37% , 38% , 48% , 46% 99 or fewer, 48% 0% 25% 50% 75% 100% 59

60 Consideration Levels Segmentation: Parental Education Consideration levels have a strong inverse correlation to parental education levels. Advanced degree, 32% Four-year degree, 36% Two-year degree, 37% Some college, 39% HS diploma, 43% Some high school, 46% 0% 25% 50% 75% 100% 60

61 Consideration Levels Segmentation: Family Income Consideration levels are somewhat lower among students from families earning $100K or more. $150K or more, 29% $ K, 33% $75-100K, 40% $50-75K, 39% $25-50K, 41% $0-25K, 45% 0% 25% 50% 75% 100% 61

62 Consideration Levels Segmentation: Race Consideration is somewhat higher among Hispanic and black students. White/Caucasian, 38% Hispanic/Latino, 43% Black/African- American, 45% Asian/Pacific Islander, 33% 0% 25% 50% 75% 100% 62

63 Consideration Levels Segmentation: Gender Consideration levels are higher among female students. Male, 35% Female, 41% 0% 25% 50% 75% 100% 63

64 Consideration Levels Segmentation: Non-Technical Majors Consideration is similar in most areas, with a somewhat higher level among social/behavioral science majors and lower level among accounting/finance majors. Undecided, 40% Social/Behavioral Sciences, 45% Criminal Justice, 40% Liberal Arts, 39% Health - Physical Therapy, 40% Health - Other, 41% Health - Nursing, 43% Education, 41% Communications, 44% Business - Marketing, 43% Business - Other, 41% Business - Accounting/Finance, 34% Arts, 40% 0% 25% 50% 75% 100% 64

65 Consideration Levels Segmentation: Technical Majors Consideration levels are relatively higher among students majoring in agriculture. Physical Sciences, 30% Mathematics/Statistics, 35% Engineering, 34% Computer and IT, 29% Biology, 38% Architecture, 40% Agriculture, 47% 0% 25% 50% 75% 100% 65

66 Top Segment Analysis 66

67 Top Segment Analysis This charts shows the demographic and geographic segments in which CSU - Chico earned the highest market position and consideration rank. Rankings are among CSU Chico and its ten benchmark competitors. The highest rank is therefore 2 (i.e. ranked #1 in both market position and consideration) and the lowest possible rank is 22 (i.e. ranked last in both market position and consideration). CSU Chico s strongest segment by far is the North region. Other areas of moderate strength include students majoring in agriculture, nursing, and education, white students, and students from Riverside/Imperial. Market Position Consideration Category Segment Score Rank Level Rank Rank Geography North % 1 3 Major Agriculture % 5 11 Race White/Caucasian % 6 12 Major Education % 5 12 Major Health - Nursing % 4 12 Geography Riverside/Imperial % 6 12 HS Size % 6 14 HS Size % 8 14 HS Size 99 or fewer % 7 14 SAT % 6 14 Geography San Diego %

68 Market Position Transfer Students 68

69 Market Size Educational Intent Which best describes your immediate college objective? Two-year, associates, 3% Two-year, transfer, 15% Eighty-two percent of students plan to enroll directly in a four-year institution such as CSU Chico. Fifteen percent of students plan to enroll in a two-year institution and eventually transfer to a four-year institution. Another 3% plan to only earn a two-year degree. Four-year degree, 82% 69

70 College Position Matrix Two-Year Transfer and Associate Degree Among students who plan enroll in a two-year institution, CSU Chico is ranked 7 th among benchmark competitors. This is a higher rank for the University than among students in general, but the difference is quite small. In other words, CSU Chico does not have a particular advantage among potential transfer students. Market Position Score Awareness Perception SDSU CSU - Long Beach UC - Davis UC - Santa Barbara San Francisco State Cal Poly - SLO CSU - Chico San Jose State CSU - Sacramento CSU - Fresno Sonoma State

71 Attribute Ratings Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

72 Attribute Ratings CSU Chico received its highest scores for social life and campus appearance. The lowest scores were for academic strength and distance from home, which is typical for an institution at one end of a very large state. Financial aid, 2.46 Campus setting, 2.44 Study abroad programs, 2.35 Campus safety, 2.3 Admission to graduate schools, 2.29 Academic strength, 2.14 Distance from home, 2.1 Social life, 2.66 Campus appearance, 2.65 Size, 2.57 Tuition cost, 2.57 Availability of majors, 2.55 Residential facilities, 2.44 Academic facilities, 2.43 Sports, 2.37 Job opportunities for graduates, Unfavorable Unfavorable Neutral Favorable Favorable Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

73 Attribute Ratings CSU Chico vs. Cal Poly SLO Availability of majors, -0.2 Study abroad programs, Size, Sports, Social life, Residential facilities, Distance from home, Admission to graduate schools, Campus appearance, Campus safety, Academic facilities, Campus setting, Job opportunities, Academic strength, Tuition cost, 0.1 Financial aid, 0.08 CSU Chico is disadvantaged versus Cal Poly SLO in nearly all areas. The gap in academic strength is especially large Disadvantage Advantage 73

74 Attribute Ratings CSU Chico vs. CSU - Fresno Job opportunities for graduates, Residential facilities, Academic facilities, Admission to graduate schools, Distance from home, Academic strength, Sports, Size, Study abroad programs, Financial aid, Campus safety, Availability of majors, Campus appearance, 0.2 Campus setting, 0.19 Social life, 0.07 Tuition cost, 0.03 The differences between CSU Chico and CSU Fresno are minor. CSU - Chico s advantages in campus appearance and campus setting are offset by larger disadvantages in sports, academic strength, and distance from home Disadvantage Advantage 74

75 Attribute Ratings CSU Chico vs. CSU - Sacramento The differences between CSU Chico and CSU Sacramento are also quite small. Each institution has areas of slight advantage and disadvantage. Admission to graduate schools, Campus setting, Academic facilities, Availability of majors, Sports, Job opportunities for graduates, Campus safety, Distance from home, Academic strength, Social life, 0.14 Campus appearance, 0.1 Tuition cost, 0.06 Size, 0.05 Study abroad programs, 0.02 Residential facilities, 0.01 Financial aid, Disadvantage Advantage 75

76 Attribute Ratings CSU Chico vs. SDSU Admission to graduate schools, Residential facilities, Study abroad programs, Availability of majors, Campus safety, Job opportunities for graduates, Academic facilities, Campus appearance, Social life, Distance from home, Sports, Academic strength, Campus setting, Financial aid, Size, Tuition cost, 0.13 CSU Chico is disadvantaged in all areas except for tuition. The gaps in campus setting and academic strength are especially large Disadvantage Advantage 76

77 Attribute Ratings CSU Chico vs. UC Davis Job opportunities for graduates, Academic strength, Campus safety, Size, Social life, Distance from home, Sports, Campus setting, Campus appearance, Study abroad programs, Residential facilities, Availability of majors, Admission to graduate schools, Academic facilities, Financial aid, 0.07 Tuition cost, 0.49 CSU Chico enjoys a solid advantage over UC Davis in tuition, but lags significantly in other areas Disadvantage Advantage 77

78 Attribute Ratings CSU Chico vs. UC Santa Barbara Admission to graduate schools, Academic strength, Campus setting, Size, Availability of majors, Academic facilities, Campus appearance, Sports, Campus safety, Study abroad programs, -0.4 Residential facilities, Social life, Job opportunities for graduates, Distance from home, Financial aid, 0.03 Tuition cost, 0.45 CSU Chico lags in nearly all areas, with a particular disadvantage in campus setting and academic strength Disadvantage Advantage 78

79 Attribute Ratings CSU Chico vs. UC San Diego Campus appearance, -0.5 Admission to graduate schools, -0.5 Campus safety, Job opportunities for graduates, -0.6 Academic facilities, Academic strength, Campus setting, Social life, Sports, Study abroad programs, Residential facilities, -0.4 Availability of majors, Distance from home, Size, Financial aid, 0.1 Tuition cost, 0.61 CSU Chico also lags UC San Diego by a substantial margin in all areas except for tuition Disadvantage Advantage 79

80 Attribute Ratings CSU Chico vs. UC Santa Cruz Campus safety, Academic facilities, Campus appearance, Distance from home, Campus setting, Academic strength, Size, Social life, Availability of majors, Study abroad programs, Admission to graduate schools, Residential facilities, Job opportunities for graduates, Financial aid, 0.09 Sports, 0.05 Tuition cost, 0.43 CSU Chico is disadvantaged versus UC Santa Cruz. The gap between the two schools is smaller than the gap between CSU Chico and other UC institutions Disadvantage Advantage 80

81 Consideration Levels 81

82 Consideration Distribution Which best describes your level of consideration and application to the following colleges?(simply skip any college which you did not seriously consider attending.) 100% 100% Thirty-nine percent of all students considered attending CSU Chico and 9% actually applied. 75% 50% 39% 25% 9% 0% All Students Considered Applied 82

83 Consideration Levels CSU Chico s 39% consideration level places it in a tight cluster with several similar competitors, lagging San Jose State and San Francisco State by a modest margin. Cal Poly SLO, 51% San Francisco State, 44% San Jose State, 43% CSU - Chico, 39% CSU - Sacramento, 39% CSU - Fresno, 38% Sonoma State, 37% UC - Santa Barbara, 55% UC - Davis, 53% San Diego State, 52% CSU - Long Beach, 51% 0% 25% 50% 75% 100% 83

84 Application Levels Cal Poly SLO, 20% San Francisco State, 14% San Jose State, 14% CSU - Sacramento, 9% CSU - Fresno, 9% CSU - Chico, 9% Sonoma State, 7% UC - Santa Barbara, 25% UC - Davis, 25% San Diego State, 24% CSU - Long Beach, 24% CSU Chico s application rate of 9% places the University in a tight cluster with CSU Sacramento, CSU Fresno, and Sonoma State. 0% 25% 50% 75% 100% 84

85 Conversion Percentage Application to Consideration This chart shows the conversion rate of students who apply as a percentage of those students who at least considered applying. CSU Chico has a 22% conversion rate, which ranks the University in the bottom tier of competitors. CSU - Sacramento, 23% CSU - Fresno, 23% CSU - Chico, 22% Sonoma State, 18% San Diego State, 47% UC - Davis, 46% CSU - Long Beach, 46% UC - Santa Barbara, 46% Cal Poly SLO, 40% San Francisco State, 32% San Jose State, 32% 0% 25% 50% 75% 100% Conversion Percentage 85

86 Cross Application Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

87 Cross Application Cross Application Institution Rate San Diego State 37% Cal State - Long Beach 32% UC - Davis 28% UC - Santa Barbara 28% UC - San Diego 26% Cal State - Sacramento 26% UC - Santa Cruz 26% Cal Poly - San Luis Obispo 25% San Jose State 25% Sonoma State 24% San Francisco State University 24% UC - Irvine 23% UCLA 22% UC - Riverside 21% Cal State- Fresno 20% Cal State - Fullerton 20% Cal State - Monterey Bay 20% Among students who applied to CSU Chico, 37% also applied to San Diego State and 32% to CSU Long Beach. This chart shows that the competitor list in this analysis is correct for the most part. In the future, however, it might make sense to add UC San Diego, UC Santa Cruz, and perhaps several other institutions. Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

88 Barriers and Incentives 88

89 Barriers and Incentives This analysis shows the barriers to consideration among students who did not consider attending CSU - Chico. It also shows the reasons why students did consider attending. As is common for most institutions, there is overlap between barriers and incentives. For CSU Chico, social life is cited as both the primary barrier for students who don t consider attending and the primary incentive for those who do. The University s social life appeals to some students and not to others. In some cases, the same attribute can be a barrier in multiple ways. For example, distance from home is a barrier for 28% of student who consider the University to be too far and a barrier to 7% who consider it to be too close. 89

90 Barrier Analysis If you did not consider attending Cal State - Chico, why not? Select all that apply. Distance - Too Far, 28% Academic Standards - Too Low, 33% Social Life - Too Much, 21% Cost, 8% Distance - Too Close, 7% Campus Setting, 15% Doesn't offer your intended major., 12% Among students who did not consider attending CSU Chico, perceived low academic standards, long distance from home, and excessive social life are the most commonly cited barriers. Campus Appearance, 7% Campus Safety, 6% Social Life - Too Little, 5% 0% 25% 50% 90

91 Incentive Analysis If you did consider attending CSU - Chico, why? Select all that apply. Among those student who did consider attending CSU Chico, the availability of majors was the primary incentive. Social life was also a key reason, which points out that the same attribute can attract some students, but also serve as a barrier to others (i.e. as shown on the previous page). College Religious Affiliation, 4% Distance - Close to home, 21% Campus Safety, 15% Distance - Far from home, 28% Academic Standards, 28% Size, 43% Cost, 41% Social Life, 48% Campus Setting, 44% Campus Appearance, 40% Available Majors, 56% 0% 25% 50% 75% 91

92 Thank You! Copyright All rights reserved to Student Insights 136 Justice Dr. Valencia PA

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