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Title: Marketing and Communications Analysis and Qualitative Research


1
Marketing and Communications Analysis and
Qualitative Research
  • Youngstown State University
  • June 8, 2009

2
Project Scope
  • Review of current marketing efforts and
    recommendations for implementing best practices,
    developing data-driven choices and using the
    budget strategically
  • Qualitative research with prospective students
    and alumni

3
Project Contacts
  • Youngstown State University
  • Mark Van Tilburg
  • Executive Director, Office of Marketing and
    Communications
  • mwvantilburg_at_ysu.edu
  • SimpsonScarborough
  • Teresa Valerio Parrot
  • Vice President
  • tvp_at_SimpsonScarborough.com
  • Renee Kart
  • Project Manager
  • rk_at_SimpsonScarborough.com
  • Elizabeth Scarborough
  • CEO and Partner
  • es_at_SimpsonScarborough.com

4
Word Clouds
  • The word clouds found in this presentation were
    created using the online Wordle tool at
    http//wordle.net
  • Word clouds are a tool for showing the prominence
    of words that appear frequently in source text
  • The relative size of a word in a word cloud is
    determined by the number of times that word
    appears in a text in other words, words that
    appear in large type in a word cloud appear more
    frequently in a source text, and small words
    appear less frequently
  • To create these word clouds, verbatim responses
    were corrected for spelling and, in some
    instances, paraphrased to eliminate extraneous
    commentary and focus on key themes

5
  • Review of Existing Research

6
Background Information
  • YSU provided SimpsonScarborough with the
    following
  • Data Overview Report (CollegeBoard - 2008)
  • Image Survey (YSU - 2005)
  • Undergraduate Audit Report (Stamats 2002)
  • Academic Advising Audit Report (Stamats 2002)
  • Retention Audit Report (Stamats -2002)
  • Graduate Recruitment Audit Report (Stamats
    2002)
  • YSU Institutional Research Web Page
  • Purposes of this brief secondary data analysis
    were
  • To understand past research to ensure the
    SimpsonScarborough research does not duplicate
    existing research and/or re-tests benchmarks
  • To frame the communications challenges and
    opportunities YSU faces
  • This document does NOT serve as a complete
    summary of the documents reviewed

SimpsonScarborough requested copies of existing
research reports as part of the kick-off effort
for the Universitys research initiative. This
summary highlights data points that are relevant
to the SimpsonScarborough research initiative for
YSU.
7
2005 Image Survey
2005 Image Survey
  • YSU launched an Image Survey to understand how
    high school students and their parents viewed YSU
    versus competing colleges
  • The survey was mailed to 9,000 prospective
    students and their parents in YSUs 15 county
    expanded service region
  • 11th and 12th grade students and their parents in
    this region were randomly selected for
    participation
  • 650 prospective students participated
  • The instrument had 3 parts and included
    evaluative questions using a 5-point scale,
    semantic differential questions that tapped
    attitudes and 2 open-ended questions

Data collection began on October 22, 2004, and
concluded on March 16, 2005.
8
Comparison Schools
2005 Image Survey
The first section of the questionnaire asked
participants to evaluate YSU and 2 other
institutions (of their choosing) on how well they
deliver 15 items and to rate how important each
item was when selecting or recommending a
college. The second part asked for attitudes
towards the same institutions on a variety of
factors.
  • Parents were asked to name schools they would
    recommend to others and students were asked to
    name schools they would consider
  • Out of 650 student responses, 160 different
    schools were named, with many institutions
    selected only once
  • Kansas State University was selected 164 times,
    Ohio State University was named 102 times and
    University of Akron 98 times
  • The next most frequently named institution was
    the University of Toledo, which was named 29
    times

9
Evaluation and Importance Factors
2005 Image Survey
  • Items parents and students evaluated YSU and
    comparison schools on and rated how important
    each item was in selecting or recommending a
    college included
  • Quality of faculty members academic training,
    expertise and accomplishments
  • Availability of majors of interest to you
  • Quality of programs of study
  • Availability of sufficient financial aid (grants,
    scholarships, loans and work study cover
    expenses)
  • Reputation of faculty as being available to and
    interested in students
  • Opportunity for students to distinguish
    themselves academically (e.g., win awards, work
    on research, participate in academic
    competitions)
  • Academic ability of students admitted to the
    college
  • Quality of academic facilities (library,
    laboratories, technology, computing resources,
    etc.)
  • Quality of recreational facilities on campus
  • Quality of on-campus housing
  • Attractiveness of campus
  • Quality of social life and extra-curricular
    activities
  • Access to cultural opportunities
  • Cost compared to other universities
  • Other factor fill in

10
Importance of Factors Students vs. Parents
2005 Image Survey
Chart only shows responses for the first 14 items
- Item 15 was a fill-in that varied across
respondents. Parent ratings are estimated because
actual numerical ratings were not provided.
Evaluation was given on a 1 to 5 scale.
11
Evaluation of YSU on Factors Students vs.
Parents
2005 Image Survey
Chart only shows responses for the first 14 items
- Item 15 was a fill-in that varied across
respondents. Parent ratings are estimated because
actual numerical ratings were not provided.
Evaluation was given on a 1 to 5 scale.
12
Importance vs. Evaluation - Students
2005 Image Survey
Chart only shows responses for the first 14 items
- Item 15 was a fill-in that varied across
respondents. Evaluation was given on a 1 to 5
scale.
13
Importance vs. Evaluation Parents
2005 Image Survey
Chart only shows responses for the first 14 items
- Item 15 was a fill-in that varied across
respondents. Parent ratings are estimated because
actual numerical ratings were not provided.
Evaluation was given on a 1 to 5 scale.
14
YSU vs. Comparison Schools Students
2005 Image Survey
Chart only shows responses for the first 14
items. Item 15 was a fill-in that varied across
respondents. Since parent rating essentially
mirror student ratings for this chart, parent
information is not provided.
15
YSU vs. Top 3 Selected Comparison Schools
Students
2005 Image Survey
Chart only shows responses for the first 14
items. Item 15 was a fill-in that varied across
respondents. Since parent rating essentially
mirror student ratings for this chart, parent
information is not provided.
16
Impressions of Universities Factors
2005 Image Survey
  • Parents and students rated YSU and 2 other
    institutions on the following
  • Safety of university campus (on a scale of 1 to
    7, where 1 is good and 7 is bad)
  • Universitys physical campus (on a scale of 1 to
    7, where 1 is ugly and 7 is beautiful)
  • Community where university is located (on a scale
    of 1 to 7, where 1 is negative and 7 is positive)
  • Intellectual climate of the university (on a
    scale of 1 to 7, where 1 is ordinary and 7 is
    exceptional)
  • Graduates of the university (on a scale 1 to 7,
    where 1 is low and 7 is high)
  • Universitys concern for students (on a scale of
    1 to 7, where 1 is active and 7 is passive)
  • Questions were written with a scales of opposing
    polarity (good to bad vs. bad to good)

17
YSU vs. Comparison Schools Students
2005 Image Survey
Chart only shows responses for the first 14
items. Item 15 was a fill-in that varies across
respondents. Since parent rating essentially
mirror student ratings, information was not
provided.
18
When You Think of YSU What Comes to Mind?
2005 Image Survey
  • Parents and students answered this question with
    open-ended responses
  • Comments were scored on a 4-point scale, with 1
    being a very negative response and 4 being very
    positive
  • All comments were entered verbatim and then
    subjected to content analysis using the
    categories in the chart
  • Results were preliminary at time of distribution

When you think of YSU what comes to mind? What
aspects of its location do you see as strengths?
What aspects do you see as limitations?
19
YSU Value vs. YSU Cost
2005 Image Survey
  • Parents and students answered this question with
    open-ended responses
  • Comments were scored on a 4-point scale, with 1
    being a very negative response and 4 being very
    positive
  • All comments were entered verbatim and then
    subjected to content analysis using the
    categories in the chart
  • Results were preliminary at time of distribution

When you think of the cost of attending YSU,
relative to other colleges, what comes to mind?
How do you view the value of a YSU education,
relative to the cost of a YSU education?
20
  • Competitor Marketing Approaches

21
Key Evaluation
  • The following universities are part of the
    competitor review
  • Kent State University
  • University of Akron
  • Ohio University
  • Slippery Rock University of Pennsylvania
  • Focus of the evaluation includes
  • What they promote the most
  • Key marketing messages
  • Personality
  • Aesthetics
  • Strengths

Competitors evaluated were determined by the
University. Evaluation focused on websites
because this is any schools primary marketing
tool.
22
Kent State University
  • What they promote most
  • Personal experiences
  • Living/learning approach
  • Key marketing message
  • Excellence in Action
  • Personality
  • Friendly
  • Caring
  • Aesthetics
  • Blue
  • Use of imagery
  • Strengths
  • User friendly

23
University of Akron
  • What they promote most
  • Excellence
  • Opportunity
  • Energy
  • Key marketing message
  • Nothing stands out
  • Personality
  • Formal
  • Serious
  • Aesthetics
  • Simple
  • Text
  • Strengths
  • Organized
  • Consistent

24
Ohio University
  • What they promote most
  • Place to live, learn and grow
  • Engagement
  • Key marketing message
  • Discover Your Promise
  • Personality
  • Professional
  • Welcoming
  • Aesthetics
  • Use of images
  • Frequent use of the letter O
  • Strengths
  • Easy to navigate

25
Slippery Rock University of Pennsylvania
  • What they promote most
  • Large campus
  • Affordable
  • Caring faculty and staff
  • Key marketing message
  • Rock Solid Education
  • Personality
  • Fun
  • Casual
  • Aesthetics
  • Text-heavy
  • Strengths
  • Consistency of the rock language used
    throughout website

26
Youngstown State University
  • What they promote most
  • Urban
  • Research
  • Public service
  • Key marketing message
  • Nothing stands out
  • Personality
  • Energetic
  • Preppy
  • Aesthetics
  • Use of imagery
  • List-oriented
  • Strengths
  • Interactive
  • Video QA
  • Simple

27
In Your Own Words
  • YSU is dedicated to
  • Providing open access to high-quality education
  • Fostering student-faculty relationships that
    enrich teaching and learning, develop scholarship
    and encourage public service
  • Promoting diversity and an understanding of
    global perspectives
  • Advancing the intellectual, cultural and economic
    life of the state and region

28
Statistical Comparison
29
  • University System of Ohio Strategic Plan for
    Higher Education 2008-2017

30
University System of Ohio Strategic Plan for
Higher Education 2008-2017 (1 of 2)
  • The strategic plan calls for
  • Attracting more students to Ohios public
    university campuses
  • Graduating more people
  • Keeping those graduates in Ohio
  • Urban Research Universities
  • Ohios urban research universities embody the
    opportunity, culture, excitement, vibrancy and
    vitality of Ohios cities, providing dynamic
    setting for experiential learning, service
    learning, undergraduate research, collaboration
    with industry and ready access to major medical
    centers.
  • Institutions identified as Urban Research
    Universities include
  • Youngstown State University
  • University of Cincinnati
  • University of Toledo
  • Wright State University
  • University of Akron
  • Cleveland State University
  • Shawnee State University

31
University System of Ohio Strategic Plan for
Higher Education 2008-2017 (2 of 2)
  • A key point of the strategic plan is for each of
    Ohios 13 public university main campuses to have
    a distinctive mission, which include a
    comprehensive, high-quality education, as well as
    the establishment of nationally-recognized
    Centers of Excellence
  • YSUs mission
  • Provide the Youngstown area with the talent and
    research base for the growth of new companies and
    industries to replace those lost to a changing
    economy
  • Past practices in the state have discouraged the
    University from playing this vital role by
    restricting the growth of undergraduate and
    graduate programs that are an important component
    of a universitys skill base
  • With the expansion of community college education
    in the region, YSU will be better able to focus
    on its indispensable role in the economic rebirth
    of the Mahoning Valley
  • The state will encourage this role by authorizing
    and supporting undergraduate and graduate
    programs that focus on quality and have relevance
    to economic rebirth

32
  • Ohio Demographics

33
National High School Graduation Rates
Source WICHE, Knocking at the Door Projections
of High School Graduates by State and
Race/Ethnicity. 1992 to 2022.
34
Ohio-Specific High School Graduation Rates
Source WICHE, Knocking at the Door Projections
of High School Graduates by State and
Race/Ethnicity. 1992 to 2022.
35
Ohio High School Graduates Race/Ethnicity (1 of
2)
Source WICHE, Knocking at the Door Projections
of High School Graduates by State and
Race/Ethnicity. 1992 to 2022.
36
Ohio High School Graduates Race/Ethnicity (2 of
2)
Source WICHE, Knocking at the Door Projections
of High School Graduates by State and
Race/Ethnicity. 1992 to 2022.
37
  • On-Campus Interviews

38
Goals of the Interviews
  • Better understand the internal perceptions of
    YSUs strengths, weaknesses and image and
    reputation
  • Gain insight into campus marketing practices that
    can be benchmarked against higher education best
    practices
  • With insight from the campus, develop the
    qualitative instruments for the prospective
    student and alumni depth interviews

39
March 23-25, 2009
  • Meeting participants included
  • John Hyden
  • Mike Hrishenko
  • Dan O'Connell
  • Jason Rakers
  • Eugene Grilli
  • George McCloud
  • Ronald Shaklee
  • Julia Gergits
  • John Russo
  • Phillip Brady
  • Nathan Ritchey
  • Tim Francisco
  • Student government reps
  • Cindy Anderson
  • Bob Tupaj
  • Ross Morrone
  • Cindy Vinarsky
  • Renee Cannon
  • Debbie Lowe
  • Bruce Palmer
  • John Spencer
  • Betty Jo Licata
  • Joe Edwards
  • Peter Kasvinsky
  • Denise Donnan
  • Rick Love
  • Michelle Nelson
  • Yulanda McCarty-Harris
  • Chet Cooper
  • Tammy King
  • Ron Chordas
  • Michael Crist
  • Silvia Imler
  • Sharon Stringer
  • Todd Pilipovich
  • Jeanne Herman
  • Elaine Ruse
  • David Sweet
  • Rick Love
  • Bege Bowers
  • Sue Davis
  • Ron Cole
  • Jean Engle
  • Paul Kobulnicky
  • Hunter Morrison
  • Ikram Khawaja
  • Judith Gaines
  • Jonelle Beatrice
  • Jef Davis
  • Jack Rigney
  • Tom Maraffa
  • Paul McFadden
  • Catherine Cala
  • Gary Sexton
  • Shannon Tirone
  • Jacquelyn Johnson
  • Heather Chunn
  • Paul Sracic

40
Attributes that are Distinctively YSU
We focus on an enhanced undergraduate
experience. You have the athletics of a big
college and the experiences of a big college, but
everyone knows your name. Our diversity
includes diversity of academic abilities.
  • Student-focused
  • Open-access admissions policy
  • Faculty find potential in all students, even
    those who didnt excel in high school
  • Cheap/inexpensive
  • Students can participate as leaders on campus
  • Academic-focused
  • Surprising level of achievement
  • Campus-specific
  • Beautiful campus
  • Recreation center
  • Campus benefits to the community
  • Theatre, music and art offerings
  • Intercollegiate athletics
  • Leading the Youngstown rebirth

41
What, if Changed, Would Weaken the University?
The dedicated individuals on campus we want to
see the students and the place do well.
Alumni come back and say that because they
were involved in the campus they had an
experience that molded their lives.
  • Open-access admissions policy
  • Taking a chance on the student who needs an
    opportunity
  • Ethnic/cultural diversity, diversity of students
    age and diversity of students academic abilities
  • Providing opportunities to first-generation
    students
  • Dedicated faculty and staff
  • Shifting from a teaching-focused institution to a
    research university

42
Negative Associations with YSU
Because of open admissions, people view YSU on
the same level as a community college anyone can
get in. YSU stands for You Screwed Up.
Contrary to what people told me to expect,
there is stuff to do here outside of the
classroom. We need to talk about safety on
campus. People dont differentiate between the
city and the University.
  • Open access negatively impacts perceptions of
    academic excellence
  • Lack of academic rigor
  • Perceived as a back-up school, university of
    last choice
  • 1 million/year in remedial education
  • Lack of nationally-acclaimed faculty
  • Lack of identity for the academic programs
  • Lack of student activities
  • Commuter campus
  • City of Youngstown associations
  • Crime-filled
  • Dying city
  • Blue collar

43
Impressions of Internal Communications
Communications from the board of trustees and
the president arent distributed widely. The
letters from the president are hit and miss. I
think on internal communications we are pretty
good on the message. We arent good on the
process. So much information is getting lost
because of technology…the dialogue still has to
be there.
  • Internal communications are seen as weak, at
    best, but generally as lacking
  • The communications are seen as stalled at the
    top and not making its way past the cabinet
  • The role of the Office of Marketing and
    Communications in the internal communications
    processes was unknown

44
Marketing and Communications
  • The campus has little experience with marketing
    YSU or aggressively telling your successes
  • They want to participate
  • Campus expectations of marketing are low
  • There is some concern that marketing will sell a
    version of the University that doesnt exist
  • Media relations was seen as attentive and meeting
    the campus needs
  • Executive Director Van Tilburg was complimented
    for reaching out to other units/programs/areas
  • Most requested items
  • Tools to save money and/or time
  • Information on how to be included in the
    marketing message
  • Opportunities to help

We hear that we are going to be marketing the
new YSU are we ready to be that YSU? Faculty
dont always see themselves as experts they are
national experts in their fields. A lot of the
times the University sells itself short. We
need to be careful in how we describe
ourselves.
45
  • Prospective Traditional and Adult Undergraduate
    Student In-Depth Interviews

46
Participant Profile (1 of 2)
Prospective Students
  • 43 twenty-minute phone interviews were conducted
    with prospective YSU students in May 2009
  • Respondents were not aware that YSU was the study
    sponsor at the outset of the interview
  • Participants received a 40 Amazon.com gift card
  • All participants plan to attend college
  • 17 of 43 participants have taken the ACT their
    self-reported scores are
  • gt20 5
  • 21-25 6
  • 26-30 3
  • 30lt 1
  • Dont know 2

47
Participant Profile (2 of 2)
Prospective Students
  • Desired major or program varied by participant
  • 12 are interested in medicine
  • 6 would like to major in engineering
  • 3 each are interested in education, art, nursing
    and history
  • 2 each would like to major in social work, music,
    architecture, law and business
  • 1 each is interested in information technology,
    journalism, psychology, criminology, theatre,
    biotechnology and political science
  • 3 are undecided

Note Desired major/program numbers exceed number
of participants because of multiple answers and
dual majors.
48
Most Affordable Schools
Prospective Students
  • Responses were collected in order mentioned
  • YSU was cited first by 12 of 43 respondents
  • 7 of these were adult prospects
  • OSU was mentioned first by 4 prospects
  • University of Akron was named first 3 times
  • Kent State was named first 2 times
  • 32 additional institutions received mentions, but
    none more than 2 times

To the best of your knowledge, what are the top
three most affordable schools in the region?
49
Institutions Most Likely to Apply To
Prospective Students
  • Responses were collected in order mentioned
  • YSU was cited first by 9 of 43 respondents
  • 6 of these were adult prospects
  • OSU was mentioned first by 4 prospects
  • Kent State was named first 3 times
  • ITT Tech and University of Toledo were each cited
    first by 2 participants
  • 38 additional institutions received mentions, but
    none more than 2 times

What three institutions are you most likely to
apply to?
50
First-Choice Institution
Prospective Students
  • Participants chose which school would be their
    first choice to attend from the list of
    institutions they were most likely to apply to
  • YSU was chosen by 8 of 43 participants 5 of
    these are adult prospects
  • OSU was named by 3 prospective students
  • 3 respondents selected Kent State
  • University of Toledo was chosen by 2 participants
  • 2 prospective students named Liberty University
  • 18 additional institutions were named, but none
    more than 1 time
  • Prospects also described what qualities of that
    school would make them choose it over all others

I chose YSU because its close to my home and
the campus is really nice, especially how its
laid out. YSU is the only college that has
forensic science and I really want to major in
that. I took a visit down to YSU and I really
like the size of the school . They offer a lot of
programs and Ive heard that almost 100 of the
engineering students got a job in engineering.

If you were to get into all three schools you are
likely to apply to, which would be your first
choice to attend?
51
Importance of College Attributes (1 of 5)
Prospective Students
Rate on a scale of 1 to 5 how important the
following attributes are to you when selecting a
college, where 1 is unimportant and 5 is very
important
52
Importance of College Attributes (2 of 5)
Prospective Students
Rate on a scale of 1 to 5 how important the
following attributes are to you when selecting a
college, where 1 is unimportant and 5 is very
important
53
Importance of College Attributes (3 of 5)
Prospective Students
Selected by majority of prospective
adults Selected by majority of
traditional-age prospects
Rate on a scale of 1 to 5 how important the
following attributes are to you when selecting a
college, where 1 is unimportant and 5 is very
important
54
Importance of College Attributes (4 of 5)
Prospective Students
Selected by majority of prospective
adults Selected by majority of
traditional-age prospects
Rate on a scale of 1 to 5 how important the
following attributes are to you when selecting a
college, where 1 is unimportant and 5 is very
important
55
Importance of College Attributes (5 of 5)
Prospective Students
  • Responses were collected in order mentioned
  • Challenging academics was selected 18 times
    overall and first 9 times
  • Affordability was cited 16 times overall, and
    first by 13 prospective students
  • 2 participants each named selectivity,
    successful graduates, and close to home
  • 1 participant each cited employment
    opportunities on campus, beautiful campus, engage
    undergrads in research, academic reputation
    (school), size and academic reputation (program)

What two factors, including those we just
discussed, are at the top of your list as you
choose colleges?
56
Appeal of School Descriptions
Prospective Students
No significant differences between
traditional-age and adult
For the next ten items, please let me know if the
opportunity to attend the institution described
would make you choose that school over another.
Please respond strongly disagree, disagree, agree
or strongly agree.
57
Urban-Research University (1 of 2)
Prospective Students
What does urban-research university mean to you?
What does the phrase urban-research university
mean to you?
58
Urban-Research University (2 of 2)
Prospective Students
Schools you believe are urban-research
universities
Can you list three schools you believe are
urban-research universities.
59
Technical University/Technical Institute (1 of 2)
Prospective Students
Majors a university with technical university
or technical institute in its name would offer
If a university had the term technical
university or technical institute in its name,
what majors do you think the school would offer?
60
Technical University/Technical Institute (1 of 2)
Prospective Students
Schools best described as technical
universities or technical institutes
Can you name two colleges or universities that
you think would best be described as technical
universities or technical institutes.
61
YSU and Competitor Schools (1 of 3)
Prospective Students
Selected by majority of prospective
adults Selected by
majority of traditional- age
prospects

Using any number 1 through 5, where 1 means you
are not at all familiar and 5 means you are very
familiar, how familiar are you with
62
YSU and Competitor Schools (2 of 3)
Prospective Students
Selected by majority of prospective
adults Selected by majority of
traditional- age prospects
Rate your perception of the image and reputation
of five schools. Using any number 1 through 5,
where 1 means the school has an average
reputation and 5 means the school has an
excellent reputation, how do you rate the image
and reputation of
63
YSU and Competitor Schools (3 of 3)
Prospective Students
Selected by majority of prospective
adults Selected by majority of
traditional-age prospects
Which of the five schools Has the best academic
reputation? Is the most affordable? Is the best
value, in other words the best for the money?
Would you most likely attend if you were
admitted? Is the easiest to get into?
64
What is YSU Best Known For?
Prospective Students
  • Participants described what YSU is best known
    for
  • Top mentions (10 participants)
  • Academics
  • Athletics (football and basketball)
  • Consistent mentions (2-9)
  • Success of graduates
  • Mascot
  • Location in Youngstown
  • Academic programs (nursing, business, pre-med,
    science, art, music)
  • Open access
  • Nice campus
  • Other mentions (1)
  • Prestigious Nice
    dorms
  • Affordable
    Technology
  • Variety of majors Party
    school
  • Screw-ups Service

YSU is known for being a safe environment in a
dangerous area.
Have you ever visited the YSU campus? What do
you think YSU is best known for?
65
Positive and Negative Characteristics of YSU
Prospective Students
  • Positive Characteristics
  • Top Mentions (5-10 participants)
  • Campus Academics
  • Faculty Variety of majors
  • Consistent mentions (2-4)
  • Athletics Cost
  • Class size Location in
    Youngstown
  • Safe Graduate success
    rate
  • Facilities Dorms
  • Friendly Open access
  • 1 participant each
  • Advising Student tutors
  • School size Recreation center
  • Modern On-campus art museum
  • Campus life Close to home
  • Uncompetitive Community service
  • Academic programs
  • Negative Characteristics
  • Top Mentions (5-10 participants)
  • Dangerous surroundings
  • Crime rate in Youngstown
  • Academics
  • 1 participant each
  • Boring Unorganized
  • Advising Unselective
  • Isolated Large classes
  • Parking No study-abroad program

Someone was robbed recently, thats Youngstown
for you.
What positive characteristics have you heard
about YSU? What negative characteristics have you
heard about YSU?
66
Positives and Negatives of YSUs Academic
Programs
Prospective Students
  • Positives of Academic Programs
  • Top Mentions (5-10 participants)
  • Faculty
  • Consistent mentions (2-4)
  • Small class size Challenging
  • Preparation for life/career
  • 1 participant each
  • Scholarships Education program
  • Open access Personal
  • Strong Competitive
  • Fits students needs
  • Negatives of Academic Programs
  • 1 participant each
  • Fast-paced Unorganized
  • Unchallenging Competitive
  • Unfocused

The only thing I have heard is that the
educational environment is not that great.
They provide a lot of scholarships and make it
easy for students to go there and achieve an
education.
What positives do people use to describe YSUs
academic programs? What negatives do people use
to describe YSUs academic programs?
67
Positives and Negatives of YSUs Campus
Prospective Students
  • Negatives of Campus
  • Surrounding area (4 participants)
  • Parking (3)
  • 2 participants each
  • Crime
  • Crowded
  • 1 participant each
  • Construction
  • Small campus
  • Positives of Campus
  • Top Mentions (5-10 participants)
  • Safe
    Beautiful/well-kept
  • Easy to navigate
  • Consistent mentions (2-4)
  • Large Nice dorms
  • Clean Nice classrooms
  • 1 participant each
  • Honors dorm Mid-size
  • Parking Location
  • Internet access

I heard that theres a lot of construction
there. And a lot of kids dont wants to go there
because of the area around it.
The campus is clean and safe. People enjoy
doing their homework outside and the living
quarters are great.
What positives have you heard about the campus?
What negatives have you heard about the campus?
68
Positives and Negatives of YSUs Campus Life
Prospective Students
  • Negatives of Campus Life
  • 1 participant each
  • Hectic
  • Parties/drinking
  • Bad food
  • Not diverse
  • Location
  • Boring
  • Positives of Campus Life
  • Lots of activities (5 participants)
  • 4 participants each
  • Easy to get involved
  • Exciting/fun
  • Parties (2)
  • 1 participant each
  • Dining options Marching band
  • Recreation center Fraternities
  • Near a city Up-beat
  • Easy to make friends

Most students are afraid to go out because of
the location.
Its really lively. Theres a lot to see and a
lot to do around campus.
What positives do your friends use to describe
campus life? What negatives do your friends use
to describe campus life?
69
Typical YSU Student
Prospective Students
What words would you use to describe a typical
YSU student?
What three words would you use to describe a
typical YSU student?
70
Likelihood of Attending YSU
Prospective Students
  • Participants that gave a 1-3 rating were asked
    what YSU could do to make them more interested in
    attending
  • Send information (8 participants)
  • 2 participants each
  • Offer more scholarships More financial
    aid
  • Invite me for campus visit Add more majors
  • 1 participant each
  • Create summer program
  • Increase medical programs image
  • Offer internships
  • Lower costs/lower application fee
  • Hire more admissions staff
  • Increase success of sports program
  • Talk to more high schools
  • Provide off-campus living

On a scale of 1 to 5, how likely are you to
attend YSU, where 1 means you are not at all
likely to attend YSU and 5 means you plan to
attend YSU. What could YSU do differently, offer
or change to make you more interested in
attending?
71
YSU Admissions
Prospective Students
Im not the best with academics so making it
more selective would make me less
interested. Definitely more interested because
I want to be where people are serious about
academics. YSU would have a better reputation
and better students if they were more
selective. Its been said that anyone with a
pulse can get in here. If it becomes more
selective theres probably less of a chance that
Ill be able to get into college. If YSU
became more selective Id actually have to do
research on the school.
Respond with either strongly disagree, disagree,
agree or strongly agree. Making admissions to YSU
more selective would make me more interested in
attending the University. Why?
72
YSUs Areas of Academic Strength
Prospective Students
No significant differences between
traditional-age and adult
Participants were read a description of each
item, if needed
Respond with either strongly disagree, disagree,
agree or strongly agree. YSU is known for
academic strength in the areas of
73
YSUs Internships
Prospective Students
  • Participants named areas in which internships for
    YSU students are available
  • 1 participant each named
  • Information technology
  • Chemistry
  • Biology
  • Nursing
  • Critical lab technology
  • Dentistry
  • History
  • Engineering
  • Pre-law
  • Computer science
  • Physical therapy

Are you aware of the strong internship
opportunities available to YSU students? Can you
name for me any areas in which internships for
YSU students are available?
74
YSU Descriptions
Prospective Students
  • Participants also selected which one best defines
    YSU
  • Majority of traditional-age prospects (17) and
    adult prospects (8) chose great university
    within reach
  • Urban research was selected by 4 traditional
    and 1 adult prospect
  • 4 traditional prospects chose metropolitan
    technical university, no adults did
  • 3 traditional prospects and 1 adult prospect
    chose technical institute

No significant differences between
traditional-age and adult
Now, Im going to read a list of possible new
descriptions for Youngstown State University. Let
me know how this describes YSUs academic
strengths on a scale of 1 to 5, where 1 does not
at all describe and 5 describes extremely well.
Which of the descriptions I just read best
defines the University.
75
YSUs Location in Youngstown
Prospective Students
Once I heard of the crime rate in the city I
decided I wouldnt want to go there. I live in
Ohio and I would like to stay close to
home. There are a lot of restaurants across
the street from campus so I could easily find a
job. I live only 23 miles from YSU. Im a mom
and need to be close to my kids. The school
has made the campus really safe. Youngstown
has a bad reputation with crime and violence and
I would be concerned about my own well being.
The location of YUS in Youngstown, Ohio would
make me apply to the school. Would you strong
disagree, disagree, agree or strongly agree? Why?
76
Rebirth of Youngstown, OH
Prospective Students
  • Those who rated familiarity 3 or above were asked
    if they heard the city of Youngstown is
    undergoing a rebirth
  • 5 of 19 traditional-age prospects said yes 14
    said no
  • 7 of 10 adult prospects had heard 3 had not
  • Prospects that have heard of Youngstowns
    rebirth were asked to provide examples
  • 4 participants each said
  • Cutting down on crime
  • Building new homes/buildings
  • Beautifying the city
  • Bringing in new businesses (3)
  • 1 participant each mentioned
  • Creating more jobs
  • 2010 plan
  • New Chevy Center
  • Offering concerts and athletic events

Rate your familiarity with the city of
Youngstown, OH on a scale of 1 to 5, where 1 is
not at all familiar and 5 is very familiar. Have
you heard the city of Youngstown is undergoing a
rebirth? Can you give examples of Youngstowns
rebirth?
77
  • Alumni In-Depth Interviews

78
Participant Profile (1 of 2)
Alumni
  • 20 twenty-minute phone interviews were conducted
    with YSU alumni in May 2009
  • Respondents were aware that YSU was the study
    sponsor at the interviews outset
  • Current state of residence included Ohio (18
    participants), Florida (1) and North Carolina (1)
  • Ohio residents live in a variety of cities
  • Youngstown (5 participants)
  • 2 participants each
  • Poland Niles
  • 1 participant each
  • Brookfield Ashtabula
  • Leetonia Delaware
  • East Liverpool Canton
  • North Jackson Columbus
  • Canfield

79
Participant Profile (2 of 2)
Alumni
  • Alumni graduated from a variety of academic
    programs
  • Education (10 participants)
  • Management (3)
  • English (2)
  • 1 participant each cited
  • Industrial marketing Spanish
  • Technology Nursing
  • Math
  • 10 participants have attended graduate school
  • 7 alumni attended YSU
  • 1 participant each named
  • University of Dayton
  • Westminster University
  • University of Michigan

Note Desired major/program number exceed number
of participants because of multiple answers and
dual majors.
80
Schools in the Same Academic League as YSU
Alumni
  • Responses were collected in order mentioned
  • Kent State was cited first by 5 of 20 respondents
  • University of Akron was named first by 4 alumni
  • Institutions that received 1 mention
  • Edinboro University of PA
  • University of Delaware
  • Wright State University
  • Westminster College
  • Lake Erie College
  • Penn State University
  • Mercyhurst College
  • Thiel College

What three schools in Ohio or Pennsylvania do you
consider to be in the same academic league as YSU?
81
Most Affordable Schools
Alumni
  • Responses were collected in order mentioned
  • YSU was cited first by 12 of 20 respondents
  • 3 alumni named Kent State first
  • Institutions that received 1 mention
  • Ohio State University
  • Shawnee State University
  • University of Toledo
  • Hiram College
  • Edinboro University of PA
  • University of Cincinnati
  • Geneva College
  • College of Wooster

To the best of your knowledge, what are the top
three most affordable schools in Ohio or
Pennsylvania?
82
YSU and Competitor Schools (1 of 2)
Alumni
Rate your perception of the image and reputation
of five schools. Using any number 1 through 5,
where 1 means the school has an average
reputation and 5 means the school has an
excellent reputation, how do you rate the image
and reputation of
83
YSU and Competitor Schools (3 of 3)
Alumni
Which of the five schools we just discussed Has
the best academic reputation? Is the most
affordable? Is the best value in other words,
the best for the money? Is the easiest to get
into?
84
Information About YSU (1 of 2)
Alumni
How do you get information about whats going on
at YSU?
I get most of my info from the alumni magazine,
and occasionally I take some summer workshops
on-campus.
How do you get information about whats going on
at YSU?
85
Information About YSU (2 of 2)
Alumni
Appealing and informative University
communications or materials
I like The Insider because it has little
stories about alumni, what the campus is doing
and updates on new programs and facilities.
Are there any communications or materials you
receive from the University that you find
particularly appealing and informative?
86
YSU Publications and University Media (1 of 3)
Alumni
  • Postcards and Invitations to YSU Events
  • 1 participant each
  • Fair
  • Somewhat informative
  • Excessive in volume
  • Expensive to produce
  • Means to ask for donations
  • I toss them
  • Well done
  • Excellent
  • YSU Alumni Magazine
  • Top Mentions (5-10 participants)
  • Good
  • Informative
  • 1 participant each
  • Means to ask for donations
  • Well-written/well-edited
  • Good layout/design
  • Expensive to produce
  • Too many donors listed
  • Positive
  • Variety of information

The magazine is definitely a high mark. It
brings me up-to-date on what alumni are doing and
what the University is planning.
The postcards and invites make me feel
included. They let me know all of the activities
I can sign up for.
Specifically, what are your perceptions of the
following publications or other university media
YSU Alumni magazine? Postcards and invitations to
YSU events? Email messages? University website?
Brochures about various lecture series?
87
YSU Publications and University Media (2 of 3)
Alumni
  • University Website
  • 2 participants each
  • Good
  • Easy to access information
  • 1 participant each
  • Never have a reason to visit
  • Easy to access information
  • Needs improvement
  • Excellent
  • Variety of information
  • Great radio station website
  • Brochures About Various Lecture Series
  • 2 participants
  • Informative/helpful
  • Very good
  • 1 participant each
  • Dont pay attention
  • Dont recall
  • Excessive in volume
  • Need to be sent out earlier
  • Email Messages
  • 1 participant each
  • Fair
  • Excessive in volume
  • Wouldnt want to get them

The email messages are excessive. We get the
personal announcement and then the email. It
should be one or the other.
It needs improvement and should be updated.
Other websites seem more robust.
I like them because they give you an
opportunity to see well-known speakers.
Specifically, what are your perceptions of the
following publications or other university media
YSU Alumni magazine? Postcards and invitations to
YSU events? Email messages? University website?
Brochures about various lecture series?
88
YSU Publications and University Media (3 of 3)
Alumni
  • Alumni described what within the communications
    or materials caught their attention
  • 4 of 20 participants cited alumni updates
  • 3 participants each mentioned
  • Faculty updates
  • Graphics/photos
  • New academic programs/program updates (2)
  • 1 participant each mentioned
  • Summer workshop flyers
  • History of YSU
  • On-campus speakers/events
  • Alumni directory

I read everything that comes to my house. I
usually spend about 30 minutes with the
magazine.
What within the communications or materials
caught your attention? Approximately how much
time did you spend with the material?
89
University News Alumni Are Proud Of
Alumni
  • Alumni described what news they have been most
    proud to learn about YSU
  • 6 of 20 participants mentioned campus expansion,
    specifically the new business school building and
    new dorms
  • 3 alumni cited enrollment increases, especially
    in light of the economic downturn
  • 2 participants each said
  • Academic awards
  • Student/alumni success stories
  • New academic programs
  • Level of donations/endowment
  • Faculty research
  • Scholars program
  • Increased academic standards

I really like to hear about the accomplishments
of YSU graduates and what they have contributed
to society. Its impressive that given the
current economic situation that YSU is still
showing an increase in enrollment during these
tough times.
What news have you been most proud to learn about
your alma mater?
90
Alumni Engagement with YSU
Alumni
  • Alumni responded to whether they want YSU to
    provide them with more opportunities for online
    activity
  • Online activity was described as email,
    e-newsletters, blogs, websites, discussion
    boards, Facebook, etc.
  • 4 of 20 alumni strongly disagree that they want
    YSU to provide them with more online activity
    opportunities
  • 8 participants disagree
  • 8 participants agree
  • No alumni strongly agree

What is your current/preferred level of
engagement with YSU? I would like YSU to provide
me with more opportunities for online activity
meaning email, e-newsletters, blog website,
discussion boards, Facebook and the like.
91
How Well YSU Provided Attributes (1 of 2)
Alumni
Rate on scale of 1 to 5 how YSU provided the
following while you attended the University
92
How Well YSU Provided Attributes (2 of 2)
Alumni
Rate on a scale of 1 to 5 how important the
following attributes are to you when selecting a
college, where 1 is unimportant and 5 is very
important
93
Impact of Attributes
Alumni
  • Responses were collected in order mentioned
  • Challenging academics was chosen 6 times overall
    and was first 5 times
  • Nationally recognized faculty was named first by
    4 of the 7 alumni that chose it
  • Strong academic reputation was chose first by all
    3 participants that selected it
  • 1 participant each mentioned
  • Successful graduates
  • Urban location
  • Safe campus
  • High percentage of alumni have a job upon
    graduation
  • Extracurricular activities

What two factors, including those we just
discussed, has had the most positive impact on
you?
94
Accuracy of YSU Descriptions
Alumni
Please respond strongly disagree, disagree,
agree, strongly agree YSU is an institution
that
95
Urban-Research University (1 of 2)
Alumni
What does urban-research university mean to you?
What does the phrase urban-research university
mean to you?
96
Urban-Research University (2 of 2)
Alumni
Schools you believe are urban-research
universities
Can you list three schools you believe are
urban-research universities.
97
What is YSU Best Known For?
Alumni
  • Participants described what YSU is best known
    for
  • Top mentions (10 participants)
  • Football
  • Consistent mentions (2-9)
  • Coach Tressel Inexpensive
  • Dana School of Music Commuter college
  • Local
  • Academic programs (engineering, education, art,
    nursing, business)
  • Other mentions (1)
  • Meschel Hall Location
  • Campus Faculty
  • Open access Educating urban kids

Definitely the football team. YSU won 4
national championships at the D I level, but then
Coach Tressel went to Ohio State. The Dana
School of Music is nationally known. YSU is
all about educating urban children who have
limited funds, but want an education.
What do you think YSU is best known for?
98
Positive and Negative Characteristics of YSU
Alumni
  • Positive Characteristics
  • Top Mentions (5-10 participants)
  • Affordable Close to home
  • Faculty
  • Consistent mentions (2-4)
  • Academics Quality education
  • Safe Variety of
    programs
  • Campus Small class size
  • Location Community service
  • 1 participant each
  • Dorms Open access
  • Facilities Flexible class
    schedule
  • Negative Characteristics
  • Top Mentions (4 participants)
  • Crime rate in Youngstown
  • Location in Youngstown
  • 1 participant each
  • Parking Mob connections
  • Not diverse Graduate programs
  • Dorms Class availability
  • Financial aid Unsecure buildings

YSU is considered a very unsafe city. They call
it the rust belt. Its hard to get kids to stay
here.
YSU has a down-home quality with urban appeal.
What positive characteristics have you heard
about YSU? What negative characteristics have you
heard about YSU?
99
Positives and Negatives of YSUs Academic
Programs
Alumni
  • Positives of Academic Programs
  • 3 participants mentioned
  • Engineering Variety of programs
  • Challenging
  • 2 participants mentioned
  • Faculty Education program
  • Business program
  • 1 participant each
  • Competitive No-nonsense
  • Excellent Cutting-edge research
  • Good employment record and placement programs
  • Negatives of Academic Programs
  • 1 participant each
  • No Ph.D. programs
  • Not enough courses offered
  • Advising
  • Too easy
  • No accreditation
  • Not enough courses available

Ive heard that you dont have to be too smart
to get into YSU.
YSU does really well against other
high-academic schools. They get some unexpected
notoriety.
What positives do people use to describe YSUs
academic programs? What negatives do people use
to describe YSUs academic programs?
100
Positives and Negatives of YSUs Campus
Alumni
  • Negatives of Campus
  • Crime (6 participants)
  • Misconception of being dangerous (4)
  • 1 participant each
  • Parking
  • Lack of dining options
  • Rundown buildings
  • Positives of Campus
  • Top Mentions (5-10 participants)
  • Beautiful/attractive
  • Consistent mentions (2-4)
  • Safe New buildings
  • Growing Well-maintained
  • Small Easy to get around

People are really afraid that campus is unsafe,
but thats just not true.
Campus is like a park with all the greenery and
flowers. Its well-secured and well-patrolled.
What positives have you heard about the campus?
What positives do your friends use to describe
campus life? What negatives have you heard about
the campus? What negatives do your friends use to
describe campus life?
101
Positives and Negatives of YSUs Campus Life
Alumni
  • Negatives of Campus Life
  • 1 participant each
  • Not en
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