Measuring our success: The 2006 statewide public opinion poll results

The Trustees’ Association for Community and Technical Colleges funds a public opinion survey every four years. This year, the survey was changed from polling the general public to targeting those individuals who are active participants in their community – the “thinking, talking public.”

The survey results will be used by the Creating Opportunities Committee, comprised of State Board members, trustees, presidents, public information officers, development directors and State Board staff, to establish benchmarks for measuring the success of statewide communication efforts.

The key points of the survey are as follows:

Familiarity and Usage

• 70% of those surveyed consider themselves “familiar” with the state’s community and technical colleges.

This number is consistent with past survey results. However, the 2006 survey finds citizens who are more engaged in the community (for example, donating time and/or money, talking to a public official, signing a petition) consider themselves most “familiar” with the two-year college system.

The data also reveals significant regional differences in familiarity with the colleges. For example, individuals in Central Washington tend to be more familiar with their local college than in King County.

• The “thinking, talking public” of 2006 is more likely to have experience with the colleges than the general public of four years ago.

In 2002, half of Washington state residents polled said they had attended classes at a community or technical college in the state (51%), compared to 63 percent of those surveyed in 2006. Alumni are significantly more “familiar” and are satisfied with the quality of education they received. 

• Two-year colleges are top provider of external training opportunities for businesses.

Of the 43 percent of employers and managers seeking training outside their organizations, community and technical colleges were mentioned as the preferred source for training by 19 percent. Other outside sources for training included four-year universities (6%), consultants/conferences/seminars (4%), apprenticeship committees (3%), and community-based organizations (2%).

Perceptions and Satisfaction

• Overall, 73% of Washington state’s “thinking, talking public” says the quality of education provided by community and technical colleges is excellent or good.

• When asked what the community and technical colleges are doing well, the state’s civic-minded population most often says they “have good technical programs,” provide “affordable education,” and offer a “variety of programs.” 

The colleges are also recognized for preparing students for academic transfer and for the job market.

• Overwhelmingly, 98% of those surveyed say they would refer an associate, family member, friend or other acquaintance to a community or technical college for classes.

Investment and Impact

• Overall, 79% of the “thinking, talking public” expresses an identifiable, even measurable, impact the colleges are making on their communities.

The subsequent 21% say they “don’t know” what impact the colleges have on their community.

Economic impact is identified most often, as 29 percent of respondents say the community and technical colleges “provide a trained workforce for local businesses.” Another 6 percent say the colleges are good for the local economy because they “provide jobs, attract new businesses, and their students spend money in the community.”

• Overwhelmingly, 97% of Washington state’s “thinking, talking public” says that the state’s community and technical colleges are a good investment for taxpayers.

Affordability and job skills training were cited as reasons for their support (20%, 17% respectively). General support for education follows with 9 percent saying “education leads to a better society,” another 9 percent saying “education improves quality of life,” and 8 percent saying that the colleges are a good investment simply because they provide the “opportunity for higher education.” Further economic interests are expressed by 5 percent who say “education is the key to a competitive economy.”

Key Messages

• Almost unanimously, 98 percent of Washington State’s “thinking, talking public” “agrees” that “community and technical colleges offer workers the opportunity to enhance job skills and train for jobs needed in today’s economy.”

• Nearly all of the “thinking, talking public” also “agrees” that the colleges “offer older adults the opportunity to continue learning and growing as productive citizens” (98%)

• Also among the most consistently credible claims, 96% of those surveyed believe “community and technical colleges offer people who didn't do well in high school a way to continue their education and achieve their goals,” including 68% who “strongly agree.”

• 93% “agree” that “community and technical colleges are responsive to local employers’ training needs, providing a well-trained workforce.”  However, only 46% of respondents indicate they “strongly agree” with the sentiment.

• 92% of the state’s “thinking, talking public” “agree” that the colleges “offer everyone, regardless of academic or income level, the opportunity to get an education.”  Interestingly, while fewer “agree” with this statement on the whole, greater than half “strongly agree” with the claim (55%). 

Public Information

• When asked how they find out about their local community and technical colleges, 57% of those surveyed refer to the quarterly course catalog.

• Subsequently, the newspaper and word of mouth are each mentioned by 26% of the constituency.  The Internet and television are also viable sources of information.

• The “thinking, talking public” appears, on the whole, to covet information relating to student achievements, community events, connections to local business, and success stories.

Next Steps

The Creating Opportunities Committee and the Public Information Commission will be developing new strategies that take local and statewide perceptions into consideration.

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