Waco, Texas 12/1/09
Focus Group #1
A.J. Moore Academy Magnet School High School Students
Mixed Hispanic Honors & Hispanics (7 – 2 Sophomores, 3 Juniors & 2 Seniors)
All of Hispanic background, some born in Mexico others born in the U.S. of
Mexican heritage
Future plans
o All plan on going to college after high school graduation
o All agree that college is necessary
o Seniors have already begun application process
o Several mentions of them applying to community college in Waco,
McLennan Community College, to start out and take care of basic courses
o Also knew of Tarleton State University, University of Texas at San
Antonio, University of Texas at Arlington, ITT Technical Institute and
Baylor University
o Main reason is to save money tuition and room and board as they can
continue to live at home.
o For many this is their backup plan
College visits
o College visits are seen as extremely important and helpful
o Several mentions of visiting colleges on high school field trips
o Also, mentions of visits with ROTC program
All have attended college fairs
o Colleges come visit the high school or at other location
None of their parents have college degrees. Two of the students mentioned that
their mothers are currently taking college courses.
Tools used to research colleges:
o Internet
o College websites
o Printed marketing materials
o College fairs
o College visits
Most important factors in considering schools:
o Majors offered
o Sports
o Entrance requirements
o Location (the city itself and distance from home)
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o Community college in order to save money
o Cost
Cost & Scholarships
o All are very concerned about cost and how they will afford it
o They lacked knowledge about how they will apply for scholarships
o They all plan on getting help somehow
ASU
o None recognized it
o “Angelo by itself is kind of weird”
o After we told them it is in San Angelo, some began to recognize the name
o For some, the name Angelo State created confusion because San is not in
the name of the school, so they didn’t know where it is
o “Angelo” had created no confusion with “Anglo”
ASU Brochures
o Several mentions that they would like to see more pictures on the
brochure, specifically of the campus or even a map of the campus
o Mentions that it has too much writing on it, too much information to absorb
o Would prefer more pictures with text captions
o Thought the application information should be better highlighted (pop out)
San Angelo
o No mentions of San Angelo being too small or unattractive to them
o For most, the distance from Waco was considered to be okay, not too far.
All wanted to stay within driving distance from home.
ASU Video
o Really caught their attention
o Really liked it
o They were wowed!
o This was their favorite piece
o Liked hearing professor interviews
o Sparked their interest
o One said that he wished he had applied
o No complaints or changes suggested
The 30 second Theater spot
o Well received with both copy & visual recall
o Affordable
o Lots of activities and sports
o Newly renovated
o Liked the visuals of the campus
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o Made them want to find out more
o Much more entertaining than brochure
o Fast paced, made you pay attention
o Short, sweet and to the point
ASU name
o Changing the name to Texas Tech at Angelo State made no difference to
them, they were indifferent
o They preferred the change to be San Angelo University so that the
location would be clear – “you would know where it’s at”
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