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