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					CLARUS CORPORATION

JUNE 2004

Raritan Valley Community College

High School Scan
Results
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



where they exist.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Plans After High School
 Issues To Address
    •   High school students considering college have distinct areas of interest for majors in the
        market area; Raritan Valley Community College currently has a list of certificates and
        degrees on their Web site; the College needs to create an alphabetized list of program areas
        and areas of interest on their Web site which students can search by subject area. Even for
        the program areas that may not be available, the students should be directed to the general
        education transfer component
    •   Develop a page on the Web site for the high school students which talks about transfer to
        other colleges in the area; the page should concentrate on “partner” transfer colleges like
        Rutgers and others in the region and indicate success stories of students who have
        transferred as well as what the students need to know to transfer; this page should then link
        to the popular transfer programs (AA programs)

    •   Explore ways to increase the number of part-time work opportunities both on-campus and
        off-campus for the students; create additional internships in the program areas with local
        employers for the students; utilize a direct mail postcard to send to high school juniors to
        examine the work-study positions on the Web site at Raritan Valley Community College

Summary Of Results
Career Choices. The high school students were first asked to share which two career choices they were
most likely to pursue after high school graduation. Of the 465 high school students surveyed in the service
area, only 5.6 percent of the students were unable or unwilling to share their future career choices. This
indicates that, by the time the students are nearing high school graduation, they have a career path in mind
— they may be undecided how to proceed along it, but they know what they would like to do. The career
choices were as varied as the students themselves. The most popular career choices include: accounting,
architecture, business, computers, doctors (physicians), education (elementary), engineering, fashion,
journalism, law, law enforcement, military, nursing, physical therapy and psychology.

Other career choices that were mentioned by several of the high school students as areas of interest which
were not as predominant but indicate the depth and breadth of the career choices of the high school juniors
include: acting, advertising, animal control officer, archeologist, athletic training, biomedical engineer, chef,
chemistry, communications, construction, creative writing, E-trade, equestrian trainer, farmer, film maker,
forensic science, game designs, garbage removal, karate teacher, marine biology, mechanic, meteorologist,
nail technician, orthodontist, pathologist, photography, politician, pornography, real estate, sanitation, sports
announcer, sports trainer/ medicine, swimming, veterinarian, video production, writer, WWF Wrestler and
x-ray technologist.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



                         Chart 1. Factors Important In Determining Career Choice
                                          By Geographic Region

              Amount of money
                  earned

             Growth of potential
                   field


                 Job availability


                    Job security


             Level of education
                  needed                                                                   Somerset County
                                                                                           Hunterdon County
                 Opportunity to
                    travel

              Personal interest/
                   ability


                    Work hours


                          Other


                                    0   10   20    30      40    50     60       70   80    90   100
                                                        Percent Very Important



Factors In Determining Career Choice. The high school juniors were asked to rate a list of factors as to
their importance in determining their career choice and the results are presented in Chart 1. More than two-
thirds of the high school juniors in the market area rated their personal interest and ability in a career as very
important, making it the most important factor in choosing a career. Sixty-four percent of the high school
students in Somerset County and 72 percent in Hunterdon County rated personal interest and ability as the
most important factor in choosing a career. Job availability and job security were also very important job
factors to the high school students in the market area. Forty-three percent of the high school juniors in
Somerset County noted that job availability was a very important factor in determining a career choice, as did
half of those in Hunterdon County. The high school students in Hunterdon County were more likely to rate
job security as a very important factor in determining career choice (48 percent) than the students in
Somerset County (43 percent).

Slightly more than 30 percent of the high school students in the service area rated the amount of money
earned and growth potential of the field as very important factors in determining their career choices.
Amount of money earned was slightly more important to the students in Somerset County (35 percent) than
the students in Hunterdon County (31 percent). The growth potential of the field was more important to the
students in Somerset County. Thirty-two percent of those students rated growth potential of the field as very
important in choosing a career, compared to 29 percent of those in Hunterdon County.



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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

The level of education needed was also more important to the high school students in Somerset County (30
percent) than to those students in Hunterdon County (22 percent). The work hours were more important to
the high school students in Hunterdon County (27 percent) than to the students in Somerset County (23
percent). Less than 15 percent of the students noted that an opportunity to travel was a very important factor
in their career choice. The major other responses from the high school students as to the factors important
in choosing a career included fun, vacation time and location. Other factors mentioned by the students as
important in determining a career choice included: attitude, attractive coworkers, beer available, benefits
(health), help others, experience, family time, flexibility, housing, morality, outdoors, patriotism and honor,
people, retirement, socialize and world impact.


                            Chart 2. Education Needed To Achieve Career Goal
                                         By Geographic Region


            High school only


             Technical or
          vocational training
                                                                                      Somerset County
               Some college                                                           Hunterdon County


            Two-year college
                degree

           Four-year college
                degree


            Graduate degree


                                0    10      20     30     40      50     60     70       80    90       100
                                                                Percent




Education Needed To Achieve Career Goal. As seen in Chart 2, the majority of the high school juniors
(87 percent) believe that at least a four-year college degree or higher is needed to achieve their career goals.
Forty-two percent of the high school juniors in Somerset County and 58 percent in Hunterdon County
believe that at least a four-year college degree is needed for them to achieve their career goals. Forty-four
percent of the high school juniors in Somerset County believe a graduate degree is needed for them to
achieve their career goals, as do 30 percent of the students in Hunterdon County.

Only 3.4 percent of the high school students believe a two-year college degree is needed for them to achieve
their career goals. Overall, 3.2 percent of the high school students believe that a technical school or
vocational training is all they will need to achieve their career goals and only 3.4 percent of the high school
students believe that some college is all that is needed for them to achieve their career goals. Only 2.4 percent
believe that only high school will assist them in achieving their career goals.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



                      Chart 3. Work Plans First Year After High School Graduation
                                        By Geographic Region


                Full-time

               Part-time

          Summers only
                                                                                   Somerset County
     Do not plan to work
                                                                                   Hunterdon County
                 Military

              Undecided

                   Other

                            0   10      20     30     40         50      60   70    80     90     100
                                                               Percent




Work Plans. Slightly more than half of the high school juniors plan to work the first year after high school
graduation and the majority of those plan to work part-time, as seen in Chart 3. The largest variation in work
plans between the regions is for the high school juniors who report planning to work full-time the first year
after graduation. While only nine percent of the high school juniors plan to work full-time after graduation,
forty-two percent of the juniors plan to work part-time after high school graduation. Forty-three percent of
the juniors in Somerset County are likely to work part-time after high school graduation as are 39 percent of
the juniors in Hunterdon County.

Unlike other markets, the juniors in the service area of Raritan Valley Community College are more likely to
work summers only. Twenty-two percent of the juniors in Somerset County plan to work summers only as
do 30 percent of the juniors in Hunterdon County. Seven percent of the juniors do not plan to work the first
year after high school graduation (especially those in Somerset County). Two percent plan to enter the
military and 11 percent are undecided as to their work plans the first year after high school. Other plans
noted by the high school juniors included: college; Peace Corps; work full-time or part-time and join the
military; work full-time or part-time or summers and attend college.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Educational Plans After High School
 Issues To Address
     •   The Financial Aid Department has an excellent set of frequently asked questions on
         the Web site under financial aid; create a postcard with the most frequently asked
         financial aid questions on it and mail it to the high school juniors in the service area;
         the answers will be provided on the Raritan Valley Community College Web site at a
         specific URL developed for the login
     •   Create a series of high school post cards, oversized, four-color and graphic to send to
         the high school students in the service area emphasizing the reasons to look at Raritan
         Valley Community College; send them to freshmen, sophomore, juniors and seniors
         with a new message each year relevant to the grade level of the students; make sure
         that each postcard sends them to a URL created for them with specific information on
         the College’s Web site

Summary Of Results
                   Chart 4. Educational Plans First Year After High School Graduation
                                         By Geographic Region


            Full-time



            Part-time

                                                                                       Somerset County
     Not at this time                                                                  Hunterdon County


            Not at all


                         0   10     20      30      40     50      60     70      80      90     100
                                                         Percent



Plans For Educational Attendance. All of the survey participants were asked if they planned to continue
their education or seek educational training during the first year after their high school graduation. The
results to the question are presented in Chart 4 and they varied by county. More than three-fourths of the
high school juniors surveyed indicated they plan to continue their education on a full-time basis the first year
after high school graduation (78 percent). Seventy-seven percent of the high school juniors in Somerset
County indicated they would continue their education full-time after high school graduation, as did 80
percent of the juniors in Hunterdon County. The high school juniors in Somerset County are more likely to
continue their education on a part-time basis the first year after high school graduation. Eighteen percent of
the high school students in Somerset County plan to continue their education part-time, compared to 15
percent of the high school juniors in Hunterdon County.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Less than four percent do not plan to continue at this time and less than one percent do not plan to ever
continue. The high school students’ rationale for not continuing their education included: take a year off and
join the military.

                    Chart 5. Financial Aid Application Intent By Geographic Region


                   Yes

                                                                                                             Somerset County
                    No                                                                                       Hunterdon County


     Have not thought
         about it

                         0       10        20        30        40        50         60        70        80         90    100
                                                          Percent Planning To Apply



Financial Aid Plans. For the high school juniors who are planning on attending college the first year after
high school graduation, more than half are planning to apply for financial aid, as seen in Chart 5. Fifty-nine
percent of the high school students in Somerset County plan to apply for financial aid, as do 57 percent of
the high school students in Hunterdon County. However, more than one-fourth of the high school students
have not yet thought about whether they will apply for financial aid, especially those in Hunterdon County.
Thirty percent of the juniors in Hunterdon County have not yet thought about applying for financial aid nor
have 26 percent of the students in Somerset County.


                         Chart 6. Grade Student Began Seeking Information About
                                  Specific Colleges By Geographic Region


                 Grade 7


                 Grade 8


                 Grade 9                                                                                      Somerset County
                                                                                                              Hunterdon County
                Grade 10


                Grade 11


                Grade 12


     Have not yet started

                             0        10        20        30        40         50        60        70         80        90     100
                                                                             Percent




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Seeking College Information. The majority of the high school juniors who are planning to attend college
have begun to seek information about specific colleges they are interested in attending, as seen in Chart 6.
Overall, 10 percent of the high school juniors have not yet started seeking information about specific
colleges in which they are interested, especially those in Hunterdon County (14 percent). Only four percent
of the high school students started looking at information about college in grades 7 or 8. Twelve percent of
the high school students started seeking information about colleges in grade 9. Twelve percent of the
students in Somerset County and 11 percent in Hunterdon County started seeking information about college
in grade 9. Thirty percent of the high school students start seeking information about colleges in Grade 10,
especially those in Somerset County (32 percent).

Forty-one percent of the high school students started seeking college information in grade 11, or in their
junior year. Thirty-nine percent of the students in Somerset County and 45 percent in Hunterdon County
started seeking college information as a junior. Only one percent of the high school juniors in Somerset
County noted they would be starting to gather information about college in their senior year (Grade 12).




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Preferences For College Attendance
Issues To Address
    •   Purchase the list of students in the service area who take the ACT/ SAT and who
        indicate an interest in Rutgers, the College of New Jersey and other New Jersey
        community colleges; send a packet of information about how they can start at Raritan
        Valley Community College and then successfully transfer to one of the four-year
        colleges noted; direct them in the mailing to the transfer page on the College’s Web
        site
    •   High school students in the service area of Raritan Valley Community College are
        “wired” and technology is important to them as evidenced by the availability of
        computers on campus and availability of Internet access on campus being two of the
        top reasons for choosing a campus; Raritan Valley Community College needs to
        position itself as the “technology” campus for the high school market; all marketing
        materials need to have a “high tech” look and feel; the Web pages aimed at the high
        school market needs to have a “high tech” look and feel along with fonts and graphics
        used; emphasis in marketing needs to be on campus technology and computer
        connectivity for the high school market




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004


Summary Of Results
                     Chart 7. Colleges Students Would Seriously Consider Attending
                                         By Geographic Region

         The College of New
              Jersey

            Drew University

         Fairleigh Dickinson
              University

             Kean University

           Mercer County
         Community College
          Middlesex County
              College

   Montclair State University                                                           Somerset County
                                                                                        Hunterdon County
           Raritan Valley
         Community College

            Rider University


           Rowan University

       Rutgers the State
    University of New Jersey

       Seton Hall University


                       Other

                                0   10     20      30     40      50     60      70     80      90     100
                                                               Percent



College Preference. The high school juniors planning to attend college their first year after graduation were
asked to indicate which colleges they would seriously consider attending. Twenty percent of the high school
juniors in the market area would seriously consider attending Raritan Valley Community College as seen in
Chart 7. In Somerset County, 19 percent of the high school students would consider attending Raritan
Valley Community College as would 20 percent of the students in Hunterdon County.

More than 40 percent of the high school juniors would seriously consider attending Rutgers University (47
percent). Forty-nine percent of the high school students in Somerset County would seriously consider
attending Rutgers University, as would 44 percent of the high school juniors in Hunterdon County. Thirty-
one percent of the high school juniors would consider attending The College of New Jersey and 25 percent
listed another college not in the area. The other colleges which the students in Somerset County would
seriously consider attending included Monmouth University, Penn State, Virginia Polytechnic University,

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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Drexel University, Flagler College, Harvard University, Morgan State University, New York University,
Princeton University and several other colleges out of state. The other colleges listed by students in
Hunterdon County included Monmouth University, Penn State, MIT and other colleges out of state.

The students in Somerset County would also seriously consider attending Seton Hall University (18 percent),
Fairleigh Dickinson University (14 percent), Rider University (11 percent), Montclair University (10 percent)
and Kean University (10 percent). The high school juniors in Hunterdon County are also likely to consider
attending Rider University (20 percent), Rowan University (18 percent), Drew University (13 percent), Seton
Hall University (13 percent), Montclair State University (11 percent) and Fairleigh Dickinson University (10
percent).


                Chart 8. Colleges Potential Raritan Valley Community College Students
                      Would Seriously Consider Attending By Geographic Region



                         The College of New Jersey


                                    Drew University


                      Fairleigh Dickinson University


                                    Kean University


                 Mercer County Community College
                                                                                          Somerset County
                          Middlesex County College                                        Hunterdon County


                          Montclair State University


                                    Rider University


                                  Rowan University


          Rutgers the State University of New Jersey


                               Seton Hall University


                                              Other


                                                       0   10   20   30   40     50      60   70   80   90   100
                                                                               Percent




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Potential Competitors. In an effort to understand who the main competitors are for Raritan Valley
Community College, the list of colleges which the potential students would seriously consider attending was
cross-tabulated by the students who indicated they would be likely to attend Raritan Valley Community
College in a later question (see Chart 8). The primary colleges that the potential Raritan Valley Community
College students would seriously consider attending are Rutgers University and The College of New Jersey.

The high school juniors from Somerset County who would be interested in attending Raritan Valley
Community College would also be likely to seriously consider attending Rutgers University (45 percent) and
The College of New Jersey (32 percent). The high school students in Hunterdon County who are interested
in attending Raritan Valley Community College would also consider attending Rutgers University (56
percent), The College of New Jersey (38 percent) and Rider University (28 percent). The other colleges
mentioned by the high school students in Somerset County included Monmouth University, Morgan State
University, Arizona State University, Boston College, ITT, Lehigh University, New York University, Penn
State, Ramapo College of New Jersey, Union County College, University of Maryland and Wake Forest
University. The other colleges mentioned by the students in Hunterdon County interested in attending
Raritan Valley Community College included Brigham Young University, Fashion Institute Of Technology,
Florida State University, Hope College, Loylola University, Penn State, Sacred Heart University, UTICA
College and Wyoming Technical Institute.

             Chart 9. Top Educational Choices For Colleges To Attend By Geographic Region
                                                         Percent Of Students
                         First Choice                     Second Choice                         Third Choice
 Somerset          Rutgers University (9.3%)         Rutgers University (8.7%)           Rutgers University (10.3%)
 County           Raritan Valley Community          The College of New Jersey/        Seton Hall University/ The College
                        College (8.6%)              Seton Hall University (3.3%)            of New Jersey (4.0%)
                  The College of New Jersey         Montclair University (2.7%)       Raritan Valley Community College
                            (3.3%)                   Raritan Valley Community                       (2.7%)
                  Harvard University (2.7%)         College/ Rowan University/        Kean University/ Rider University
                                                    Villanova University (2.3%)                     (2.3%)
 Hunterdon         Rutgers University (4.9%)          Rutgers University (4.9%)            Rutgers University (7.0%)
 County           Raritan Valley Community            Raritan Valley Community        The College of New Jersey (3.5%)
                        College (4.2%)                      College (4.2%)            Raritan Valley Community College/
                    Penn State / New York         James Madison University (2.8%)        Penn State/ Rider University
                  University / Rider University      Kean University/ New York                      (2.8%)
                             (2.8%)               University/ Rowan University/ The      The College Of New Jersey/
                                                  College of New Jersey/ University     University of Delaware (2.1%)
                                                      of Maryland/ University of
                                                           Pittsburg (2.1%)


Top Choices. The high school juniors who plan to attend college the first year after high school graduation
were asked to write down their first, second and third choices of colleges to attend and the results are
presented in Chart 9. Rutgers University was the overall top choice in the service area as the first choice
college with the students in Somerset County and Hunterdon County. Raritan Valley Community College
was chosen as a first choice by 8.6 percent of the school juniors in Somerset County and 4.2 percent in
Hunterdon County. Raritan Valley Community College was second choice for 2.3 percent of the students in
Somerset County and 4.2 percent of the students in Hunterdon County. Raritan Valley Community College
was chosen as a third choice by 2.7 percent of the students in Somerset County and 2.8 percent of those in
Hunterdon County.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004


                Chart 10. Importance Of Reasons In Selecting A College To Attend
                                     By Geographic Region

              Availability of computers on campus

                         Availability of financial aid

         Availability of Internet access on campus

                  Programs/ degrees leading to job

                        Availability of scholarships

           Availability of transportation to campus

                                 Campus social life

                  Can live at home while attending

                     Desire to live away from home

                             Easy access to faculty

                Friends/ classmates plan to attend
                                                                                            Somerset County
                    General appearance of campus
                                                                                            Hunterdon County
                    Intercollegiate athletic program

                                 Low cost of tuition

                                     Online courses

                              Preference of parents

                                   Quality of facility

            Recommendations of friends/ relatives

        Reputation of college in my field of interest

                  Reputation or prestige of college

                                      Small classes

                   Staff willingness to provide info

                         Successful job placement

   Suggestion from high school teacher/ counselor

                         Variety of courses offered

                                                         0    10   20   30   40   50   60    70   80   90   100
                                                                        Percent Very Important




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Factors Important In Choosing A College. The top 10 factors rated as the most important in choosing a
college are availability of Internet access on campus (53 percent ), successful job placement (52 percent),
reputation of college in my field of interest (48 percent), quality of facility (47 percent), availability of
scholarships (46 percent), programs/ degrees leading to jobs (45 percent), availability of computers on
campus (43 percent), variety of courses offered (41 percent), staff willingness to provide information (40
percent) and campus social life (39 percent), as seen in Chart 10. Overall, the high school juniors in the
market area of Raritan Valley Community College are most concerned about the reputation of the college
and access to computers.

A few regional differences were found with respect to the relative importance of a factor in a specific county.
Availability of computers, availability of Internet access on campus, availability of scholarships, campus social
life, desire to be away from home, friends/ classmates plan to attend, intercollegiate athletic program and
quality of facility were more important to the high school students in Hunterdon County than those in
Somerset County. In Somerset County, programs/ degrees leading to a job, availability of transportation to
campus, can live at home while attending, general appearance of campus, low cost of tuition, reputation or
prestige of college, small classes and successful job placement were more important to the high school
students when selecting a college than those in Hunterdon County.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Sources Of Information
Issues To Address
   •   E-mail communications and e-mail newsletters should become a predominant method
       of communicating with the high school students in the area; in the request for
       information form, an e-mail address is requested and there should also be a permission
       box to check which will allow for the College to send “e-mail newsletters” to students;
       these can be a series of weekly communications aimed at the information students are
       interested in, ranging from financial aid information (the FAQ’s — one each week) to
       scholarship deadline information to work study postings, etc.; guidance counselors and
       parents can also receive the e-mail communications
   •   Revamp the College’s Web site and develop a set of pages aimed at the high school market
       with “high tech” graphics, downloads, etc.
   •   Continue to utilize direct mail (oversized “high tech” graphic postcards) as a reminder to
       drive the students to the College’s Web site; for students without Internet access, still put
       phone numbers which can be called to request information packets




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004


Summary Of Results
                      Chart 11. Information Important In Selecting A College To Attend
                                           By Geographic Region

                        Athletics

     Career counseling services

                 College catalog

               College viewbook

            Course descriptions

        Extracurricular activities
                                                                                                   Somerset County
                    Financial aid                                                                  Hunterdon County

         Job placement services

           Program descriptions

            Schedule of classes

                    Scholarships

   Transfer counseling services

         Tuition and other costs

                            Other

                                     0   10   20   30     40        50   60   70   80   90   100
                                                        Percent Important




Importance And Availability Of Information. The high school juniors who indicated they would be
attending college the year after high school graduation were asked to rate the importance of information
about the services and activities offered at the colleges they were seriously considering attending and the
results are presented in Chart 11. The high school juniors noted it is important to them to receive
information about programs (93 percent), course descriptions (92 percent), tuition and other costs (91
percent), scholarships (91 percent), job placement services (90 percent), schedule of classes (90 percent),
financial aid (86 percent), extracurricular activities (86 percent), college viewbook (85 percent), college catalog
(84 percent), career counseling services (79 percent), transfer counseling services (72 percent) and athletics
(58 percent). The other information deemed important by the high school students when choosing a college
include: admissions, number of full-time on-campus students, girls and boys, coolness, distance, Division I,
good child care classes, location, majors available, military service, pretty school, religious programs, ROTC,
SAT scores and social atmosphere.

A few significant differences were noted between the students in the counties. The high school juniors in
Somerset County were more likely to rate information on athletics, career counseling services, college catalog,
college viewbook and program descriptions as more important in selecting a college to attend than the

                                                               16
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

students in the other region. Transfer counseling services and tuition and costs are more important to the
students in Hunterdon County than those in Somerset County.


                      Chart 12. Availability Of Information Important In Selecting A
                                College To Attend By Geographic Region

                         Athletics

      Career counseling services

                  College catalog

                College viewbook

             Course descriptions

         Extracurricular activities

                     Financial aid
                                                                                        Somerset County
          Job placement services
                                                                                        Hunterdon County

            Program descriptions

             Schedule of classes

                     Scholarships

     Transfer counseling services

          Tuition and other costs

                                      0   10   20    30        40   50     60      70     80   90   100
                                               Percent Important, But Not Readily Available




Since the majority of the information listed was rated as important by the high school juniors in making a
decision about which college to attend, the question becomes, do the students have access to the information
needed? The students were asked to indicate if the information deemed important was readily available to
them or not. The results are presented in Chart 12 and, for more than one-third of the high school juniors,
the important information was not readily available to them. More than half of the high school juniors
reported that information on transfer counseling services (62 percent) and career counseling services (54
percent) was important but was not readily available to them. More than 40 percent of the high school
juniors indicated information on job placement services (47 percent) and schedule of classes (45 percent) was
important but was not readily available to them. More than 30 percent of the high school juniors indicated
that information on athletics, the college catalog, the college viewbook, course descriptions, extracurricular
activities, financial aid, program descriptions and scholarships were an important source of information but
are not readily available to them. Only one-fourth noted that information on tuition and other costs was
important but not readily available to them.




                                                          17
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



                 Chart 13. Usefulness Of Information In Selecting A College To Attend
                                       By Geographic Region


                               Campus visits

                           College brochures

                              College catalog

    College representatives/ Admission staff

                                 College fairs

                  College information nights

                      College class schedule

                            College Web site

                           College viewbook

                             Friend/ relatives

                     High school counselors

                         High school teacher                                          Somerset County
                                                                                      Hunterdon County
                           Local newspapers

                     Material received in mail

                      Radio announcements

                  Television announcements

                                        Other

                                                 0   10   20   30   40    50    60   70   80    90   100
                                                                    Percent Useful




Traditional sources are being complemented by the more nontraditional sources as the most useful
information sources when choosing a college to attend by the high school juniors in the service area, as seen
in Chart 13. More than 70 percent of the high school students noted that the college Web site (74 percent) is
the most useful source of information in selecting a college to attend. More than 60 percent of the high
school juniors also noted that college brochures (70 percent), campus visits (67 percent), friends and relatives
(63 percent) and the college catalog (62 percent) are important sources of information when selecting a
college to attend. More than half of the students reported that material received in the mail (59 percent), the


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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

college representatives and admission staff (56 percent) and high school counselors (51 percent) are useful
sources of information in selecting a college to attend.

More than 40 percent of the high school students indicated that the college fairs (47 percent), college
viewbook (45 percent) and high school teachers (43 percent) are also useful sources of information when
choosing a college to attend. More than one-third of the high school juniors noted that college class schedule
and the college information nights are useful information in selecting a college to attend. Media (radio,
television and newspapers) was not rated as a very useful source of information in selecting a college to
attend. The other useful sources of information listed by the high school students included friends attend,
guidance counselor, teachers, Jesus and telephone calls.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Attitudes Toward Raritan Valley Community
College
 Issues To Address
    •   One high school student’s comment in describing why he or she would not attend Raritan
        Valley Community College sums up the attitudes of the service area toward Raritan Valley
        Community College, “Because my mom says only dummies go there and kids with GPA’s
        less than 2.5 so I have to keep it up and mostly uneducated mothers who got to sit around
        the house all day;” for Raritan Valley Community College to gain additional market share
        among the service area, there must be an emphasis on the quality of the College and the
        ability to successfully transfer to a “good college”
    •   Raritan Valley Community College needs to develop a marketing campaign aimed at the
        parents in the service area indicting the success of the students who attend in transferring
        and the final outcome of the graduates; this can be done by a combination of direct mail
        and the creation of a Web site on the Raritan Valley Community College Web site for
        Parents — specifically, everything parents need to know about college and specifically
        Raritan Valley Community College; utilize postcards to drive parents to the “Parent’s” info
        site
    •   Develop a guidance counselor information page on the College’s Web site in which the
        counselors can request information, obtain frequently used telephone numbers, etc.

Summary Of Results
         Chart 14. Attendance At Raritan Valley Community College After High School Graduation
                                          By Geographic Region
                                    Geographic Region                     Percent
                          Somerset County                                   25.0
                          Hunterdon County                                  22.1

Potential Market Share. The good news for Raritan Valley Community College is that 24 percent of the
high school students who plan to attend college the year after high school graduation in the service area
would consider attending Raritan Valley Community College. One-fourth of the high school students in
Somerset County would consider attending Raritan Valley Community College after their high school
graduation, as would 22 percent of the high school students in Hunterdon County (see Chart 14). The
students who would consider attending primarily noted they would attend because they are undecided and
unsure of what they want to do, they want to transfer credits to a four-year college, it is close to home and
affordable, the students have bad grades in high school and have to attend prior to transferring to a four-year
college, as a backup if the students do not get into their top choices and it saves money.

For the students who would not consider attending Raritan Valley Community College, their reasons did not
differ, regardless of their location. The majority of the high school juniors would not consider Raritan Valley
Community College because: they do not want to be close to home; they want to attend a four-year
university; they want to attend a college out of state, preferably a four-year; their academic abilities are higher
than Raritan Valley Community College can assist with and only dummies go to Raritan Valley Community
College and the students can get into a better school.

                                                           20
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

Attitudes Toward Raritan Valley Community College. Assessing the image of a college is not an easy
task. Students were asked to describe in their own words the type of student who attends Raritan Valley
Community College. These descriptions of the “typical Raritan Valley Community College student” provide
the College with a glimpse into the attitudes toward the College. As one would expect, the descriptions were
as varied as the students themselves and were more positive from those students who were seriously
considering attending the College.

Overall, the students at Raritan Valley Community College fall into one of several categories: below average
students who cannot go to a four-year college; local students who want to stay at home; a student who
cannot afford college and students who are unsure of what they want to do. Unfortunately, many of the
descriptions are not flattering to the current and potential students at Raritan Valley Community College. A
representative sample of the descriptions of the students who attend Raritan Valley Community College
include:
    •   Dumb(xxx)
    •   Former druggie
    •   Good student
    •   Kid that is just not sure what he wants to do yet
    •   Loser
    •   Person who did bad in school but still wants to further education
    •   Person who has little money
    •   Person who is willing to learn
    •   Person who wants an easy way to get into Rutgers
    •   Person who wants to do better in life
    •   Smart, well rounded student
    •   All types
    •   Anyone
    •   Average student
    •   No drive
    •   Normal people
    •   Ones with low SAT scores and low GPA
    •   Slackers


 Chart 15. Visited Raritan Valley Community College Campus During High School By Geographic Region
                                   Geographic Region                     Percent
                          Somerset County                                  56.3
                          Hunterdon County                                 56.3

Attendance At Raritan Valley Community College. More than half of the high school students (56
percent) in Somerset County and Hunterdon County have been on the campus of Raritan Valley
Community College. The events are as varied as the students and their interests and include such events as
plays, art festivals, basketball, concerts, dance recitals, school field trips, Holocaust programs, graduation,

                                                          21
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

open houses, accompanying family members, planetarium, Science Olympiad, soccer, sports, swimming,
teen arts festival, theater, visit friends and track meets.




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004



Demographic Characteristics
Summary Of Results
          Chart 16. Demographic Characteristics Of Respondents By Geographic Region

                                                           Somerset     Hunterdon
                                                            County       County
          Average High School Grades
             A                                                   31.0          38.3
             B                                                   49.1          43.0
             C                                                   17.1          16.8
             D or lower                                           0.9           2.0
          Age Of High School Student
             16                                                  25.9          28.2
             17                                                  61.1          67.8
             18                                                   8.2           1.3
          Percent Taking College Courses While Attending
          High School                                            10.8          16.8
             Attending Raritan Valley Community College          11.4           4.0
          Ethnic Background Of Respondent
             African American/ Black                              8.2           2.7
             Asian                                                7.6           0.7
             Pacific Islander                                     1.6           0.0
             Caucasian/ White                                    52.2          82.6
             Hispanic                                            12.0           1.3
             Multiracial                                          3.8           2.0
             Native American                                      0.9           0.0
             Other                                               10.4           8.1
          Gender Of Respondent
             Female                                              55.1          49.0
             Male                                                42.4          49.0
          SAT Or ACT Taken
             Have taken                                          61.1          82.6
             Plan to take                                        32.6          10.1
             Do not plan to take                                  4.1           5.4
          Highest Level Of Education Of Mother
             Less than high school                                4.1           0.7
             High school                                         20.6          13.4
             Some college                                        10.4          11.4
             Two-year college degree                              6.3          16.8
             Four-year college degree                            27.8          37.6
             Professional                                        22.5          16.1
          Highest Level Of Education Of Father
             Less than high school                                4.7           1.3
             High school                                         12.7          18.1
             Some college                                         8.2          12.8
             Two-year college degree                              3.5           6.0
             Four-year college degree                            29.7          30.9
             Professional                                        28.8          24.2




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RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004


                                                                       Somerset      Hunterdon
                                                                        County        County
              High School Attending
                 Bernards High School                                          4.4            0.0
                 Bound Brook High School                                       6.0            0.0
                 Bridgewater-Raritan High School                              21.2            0.0
                 Franklin High School                                         13.3            0.0
                 Hillsborough High School                                     17.4            0.0
                 Immaculata High School                                        0.0            0.0
                 Manville High School                                          3.5            0.0
                 Montgomery High School                                       10.4            0.0
                 North Plainfield High School                                  7.9            0.0
                 Ridge High School                                            11.4            0.0
                 SCTI                                                          2.2            0.0
                 Somerville High School                                        2.2            0.0
                 Watchung Hills                                                0.0            0.0
                 Delaware Valley High School                                   0.0            8.7
                 Hunterdon Central High School                                 0.0           39.6
                 North Hunterdon High School                                   0.0           28.9
                 South Hunterdon High School                                   0.0            3.4
                 Voorhees High School                                          0.0           19.5

More than 80 percent of the high school juniors self-reported their grade average as A or B as seen in Chart
16. Almost two-thirds of the high school juniors surveyed in the service area are 17 years of age; the majority
of the balance are 16 years of age.

Eleven percent of the high school students in Somerset County were likely to be taking college courses while
attending high school as were 17 percent of the students in Hunterdon County. Eleven percent of the
students in Somerset County who are taking college courses while in high school were likely to be taking
them from Raritan Valley Community College as are four percent of the students from Hunterdon County.
Other colleges from which the students are taking classes while still in high school include: Brown
University, CISCO at voc-tech, Fairleigh Dickinson University, Goldenwest Community College, Harvard
University, John Hopkins University, Moravian College, Parsons, Seton Hall University, Syracuse University,
The College of New Jersey, UCLA, University of Delaware, West Point and Yale University.

Somerset County is more ethnically diverse than Hunterdon County. While only 52 percent of the students
in Somerset County are of a Caucasian or white ethnic background, 83 percent of the students in Hunterdon
are Caucasian or white. In Somerset County, 12 percent of the students are Hispanic, eight percent are
African American or Black, and eight percent are Asian. In Hunterdon County, only three percent of the
students are African American or Black, less than one percent are Asian and only one percent is Hispanic.
There are slightly more males (55 percent plus) in the Somerset County and equivalent males in Hunterdon
County (49 percent).

Sixty-one percent of the high school juniors in Somerset County and 83 percent in Hunterdon County have
taken the ACT or SAT, and the majority of the remaining students plan to take the SAT or ACT. Less than
six percent of the high school juniors do not plan to take the ACT or SAT.

The majority of the parents of the high school juniors in both counties have completed a college degree. In
Somerset County, half of the mothers and 58 percent of the fathers have completed a four-year college
degree and in Hunterdon County, 54 percent of the mothers and 55 percent of the fathers have completed a
four-year college degree. In Somerset County, parents are slight more likely to have a lower educational
attainment level than the parents in Hunterdon County. While four percent of the mothers in Somerset

                                                         24
RARITAN VALLEY COMMUNITY COLLEGE θ HIGH SCHOOL SCAN RESULTS θ JUNE 2004

County have not completed high school as have five percent of the fathers, less than one percent of the
mothers and two percent of the fathers in Hunterdon County have not completed high school.

                  Chart 17. Media Characteristics Of Respondents By Geographic Region

                                                           Somerset           Hunterdon
                                                            County             County
                  Favorite Radio Station                    105.1               92.3
                                                            92.3                97.5
                                                            97.5              94.5/ 97.1
                                                            97.1
                                                            Z100
                  Favorite Television/ Cable Station        MTV                MTV
                                                           ESPN               ESPN
                                                        Comedy Central     Comedy Central
                                                          BET/ FOX             WB
                  Have Internet Access At Home                    90.8              97.3
                  Average Hours Online Per Week                   30.5              13.7

The media characteristics of the high school students surveyed are presented in Chart 17. The favorite radio
stations mentioned by the high school students varied across the counties, but the top favorites were 92.3,
97.5 and 97.1. Students in Somerset County were most likely to listen to 105.1 and in Hunterdon County the
most popular radio station was 92.3. However, the majority of the radio stations have less than a 10 percent
share of the listening market.

MTV and ESPN are the two cable stations viewed as the favorites among the high school juniors but again,
none of the stations had a majority share of the market (the majority less than 10 percent). Other television
channels which the students listed as favorites included Comedy Central, BET, FOX and WB.

The high school students in the service area of Raritan Valley Community College are wired — almost all of
the high school students have Internet access at home — 91 percent of the students in Somerset County and
97 percent in Hunterdon County have Internet access at home. On average, the high school students are
online 25 hours per week with students being online one hour a week to all day, every day. In Somerset
County, students average 30 hours online per week and in Hunterdon County they are online an average of
14 hours per week.




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