Attitudes & Opinions Toward Des Moines Area Community College

Executive Summary

In August 2001 DMACC commissioned the research firm Crawford, Johnson & Northcott, Johnston, Iowa, to complete a telephone survey of 600 individuals in the DMACC service area. A sample of this size provides statistically significant results that can generalize the opinions of the entire population of the 11-county DMACC service area.

The survey sample population represents the DMACC area by place of residence, gender and age.

DMACC articulated six research goals for this project:

Identify the current perceived image of DMACC, including strengths and weaknesses of the college.
Determine the most effective methods to reach and communicate with the public and potential students.
Evaluate current marketing efforts of DMACC and determine how people are currently receiving information about the college.
Test several different positioning statements to determine their appeal and impact when describing the college.
Determine the preference among adult students regarding the method and location of education delivery, such as on-campus courses, web-based classes, classes through an employer, etc.
Test possible voting trends on the continuation of current property tax levies and a new property tax levy in support of DMACC.
Part of the 2001 research replicated a 1998 study conducted by the same firm. This year, however, the sample included adults 18 and above, which drew a substantial population of respondents over age 65 (the 1998 survey included only adults 18-54).

Summary of Results:

Goal 1: Image and Awareness

Overall awareness about DMACC is strong: 98% had heard about DMACC. In unaided recall, DMACC was not mentioned as often as the three Regents universities and Drake, but was well ahead of all other colleges in the service area.
Of those who are aware of DMACC, 26% of men and 28% of women indicate they are "very familiar" with the institution. Familiarity with DMACC drops significantly in the older age groups (ages 55+).
Slightly more than half of the respondents (or a family member) have taken a class at DMACC.
DMACC has no negative imagery to overcome.

Goal 2 and 3: Communication and Marketing Effectiveness

Information sources through which respondents have heard about DMACC (in descending order): friends (word of mouth), newspaper, TV, "other," radio, mail, billboards, WWW.
Conversely, the way respondents would like to receive information about DMACC (in descending order): WWW, TV, newspaper, mailed publications, local information sessions, newsletters, campus events.
As in the past, consumers do not want to be an active participant in the communication process. They prefer the casual approaches-web, TV and radio-to the more active participation methods of campus visits or meetings.

Goal 4: Positioning Statements

Of the five positioning statements tested, "Education for the Real World" was judged to be the statement that best fit the current image of DMACC.

Goal 5: Location and Times for Adult Education

The adult market expects flexibility in their course offerings. Evening, weekend, flex schedule and shorter-timeframe courses polled well. Daytime and afternoon courses were extremely weak times, not unexpectedly. Web-based courses were an "excellent" choice for about one-third of the respondents.

Goal 6: Property Tax Levy

A continuation of the existing mill levy appears favorable at the time of the survey. Eighty-one percent indicated they would vote to continue the funding-the same percentage as actually voted in favor in the last election. A new levy appears questionable: only half indicated they would vote in favor.

RECOMMENDATIONS

For further research:
The Attitudes and Opinions survey reinforced our position and image within the community, but was limited in scope. To better define DMACC's position in the learning marketplace, additional quantitative research projects should be undertaken. For example:

Survey of current and past DMACC students to gauge customer satisfaction in academic programs, registration and student services, facilities, and communication.
Survey to further define consumer preference for location and schedule of DMACC programs.

Programmatic:
Target seniors with programming and information. Direct mail publications, ad placements in media targeted to seniors and on-campus educational/social events for seniors all should be developed.
Target 54+ populations in upcoming mill levy campaign. Central Iowa's senior population is its most active voting population and will be critical to passage of upcoming levy referenda. This population also has the lowest level of awareness about DMACC.
Explore development of flexible scheduled or accelerated semester credit courses (e.g., 8- and 10-week courses during the fall and spring semesters), at all campuses. Survey results and the enrollment levels in the accelerated semester at West Campus indicates this should be considered at other campuses.
For more information, contact Todd Jones, Director, Marketing and Public Relations.

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