ATTACHMENT 1
Los Angeles Community College District
Media Preferences Survey, Spring 2018
North Orange CommunityExecutive College Summary District
RFQ&P for CTE Branding, Online Optimization & Promotion Consulting
RFQ&PMay 21, #1718 2018-16 North Orange County
Community Collegeyl Broom,District President nding,January Online Optimization 30, 2017 & Promotion Consulting
Prepared by OVERVIEW
The following Media Preferences Survey was prepared for the Los Angeles Community College District and its nine, member colleges using using geographically-specific data to help guide media spends and to ensure that resources are used efficiently in a way that effectively reaches the specific and unique audiences that LACCD serves.
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In the following pages, this report highlights “10 Takeaways” based on LACCD’s unique Media Preferences Survey results. l
• • f .RESULTS 2.
2. Results
LACCD's student response rate was above average, with more than 6,000 students across your colleges participating in the survey.
Total Responses
LA City College 803
East LA College 1,335
LA Harbor College 427
LA Mission College 443
LA Pierce College 944
LA Southwest College 306
LA Trade-Tech College 527
LA Valley College 713
West LA College 562
0 200 400 600 800 1000 1200 1400 1600
Total Responses
NAME OF COLLEGE TOTAL RESPONSES LA CITY COLLEGE 803 EAST LA COLLEGE 1,335 LA HARBOR COLLEGE 427 LA MISSION COLLEGE 443 LA PIERCE COLLEGE 944 LA SOUTHWEST COLLEGE 306 LA TRADE-TECH COLLEGE 527 LA VALLEY COLLEGE 713 WEST LA COLLEGE 562
• • 3. 10 Takeaways from LACCD’s Spring 2018 Media Preferences Survey
1. It’s Official. Facebook is Dead to Gen Z and Dying with Gen Y.
What is your favorite social networking site?
Generation Z: What is your favorite social networking site?
• • Generation Y/Millennials: What is your favorite social networking site?
2. Your #2 Social Media Outlet Should Be YouTube, Not Instagram and Snapchat.
How often do you use the following social networking sites?
3. Posters on Campus Still Work.
Where have you recently seen/heard an ad for your college?
Qualitative: How should the college send messages?
• Through people – when they are in most need of help they look for a person • Messages of encouragement • Regular check-ins and updates • Similar responses to “What Should the College do to Help You Graduate?”
4. Don’t Give Up on Radio…Yet.
When listening to music, which delivery method do you use most?
Qualitative: Which radio station do you listen to most?
Top 5 Favorite Radio Stations 1. 102.7 KIIS – Top 40 2. 105.9 KPWR – Hip Hop 3. 92.3 KHHT – Hip Hop 4. 106.7 KROQ –Alternative 5. 98.7 KYSR – Alternative
When streaming music, what is your most used source?
Generation Z: When streaming music, what is your most used source?
Generation Y/Millennials: When streaming music, what is your most used source?
5. Streaming Has Overtaken Cable.
TV – What is your favorite content source?
TV – If you watch streaming content, which is your favorite streaming source?
Qualitative: Favorite TV shows.
Top 5 Favorite Shows 1. Grey’s Anatomy 2. The Office 3. Game of Thrones 4. Walking Dead 5. Friends
6. Have You Dropped Newspaper?
Do you read a weekly printed newspaper?
Do you read a daily online national newspaper?
7. Don’t Ignore Email! They Are Reading It!
How many times per day do you check your primary email account?
NOTE: Include encouraging messages in those emails!
Qualitative: What has the college done to keep students until graduation?
Sample of responses written by students: • Constant encouragement to better myself • Counselors encourage you to finish with ed plans • Encourage me to enroll for fall/winter/spring/ summer classes • Encouraging to complete my units faster by enrolling in summer/winter courses. • Have posters of encouragement • Programs that encourage me to continue • I recall Harbor Advantage texting me to encourage me to take a full load one semester • On campus posters, emails, professor encouragement • Emails of encouragement for higher education and a better future • Encouragement • Email Reminders • My professors have been very encouraging throughout all my semesters • It does absolute wonders to know someone is genuinely supporting you. • Amazing professors that encourage you to do your best
8. Student Services MUST Respond Same Day!
How soon do you expect an answer when you send an email?
How soon do you expect an answer when you make a web inquiry?
How soon do you expect an answer when leaving a voice message?
9. Tell Faculty and Programs NOT TO WASTE THEIR TIME On Social Media Presence!
How likely would you be to connect with your college professors on the following platforms?
How likely would you be to connect with your college professors on the following platforms?
How likely would you be to connect with your college program/major on the following platforms?
How likely would you be to connect with a college service (tutoring, financial aid, etc.) on the following platforms?
10. Don’t Spend Big Bucks on a Website and Ignore a Campus Tour.
Which method would have most impact, if you were a potential student?