Recent High School Graduate Focus Groups. Market Analysis 00-1.

This report summarizes findings of focus groups of recent high school graduates conducted during new student orientation at Carroll Community College (CCC) in fall 1999. Students were invited to participate in focus groups at the conclusion of the all-day orientation. Three focus groups were held, two with six participants and one with five participants. Participants were asked to respond to 25 primary questions and topics. Topics included: reasons for attending CCC, exposure to and evaluation of various advertising techniques employed by CCC, experiences with high school counselors, high school visits from CCC personnel, the CCC athletic program, registration difficulties, evaluation of class schedules from CCC and other local community colleges, direct mail from CCC, college logos, and evaluation of advertising slogans and graphic designs. Initial analysis suggests: common reasons for attendance are low tuition, convenient location, attentive faculty, and small classes; most students plan to transfer to baccalaureate institutions; direct mail is the best method for reaching students; radio, television, movie theater, billboard, and athletic department advertising are not very effective; and students prefer simple, bold graphics and advertising slogans that motivate and inspire confidence. Contains list interview questions, table of student responses, and examples of potential slogans and logos. (RDG)