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A Market Niche Primer

for the University of Hawaii at Hilo in the development of our Institutional Distinction

THIS PRESENTATION CONTAINS COPYRIGHTED IMAGES AND SHOULD NOT BE RELEASED FOR PUBLIC DISTRIBUTION

Before we begin let’s take a look at our marketBefore we begin let’s take a look at our market

UH Hilo’s primary market, now and in the future is HawaiiUH Hilo’s primary market, now and in the future is HawaiiThe BOR mandates a nonThe BOR mandates a non--resident cap of 30%resident cap of 30%

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A niche A niche market is a market is a focused focused targetable targetable portion of a portion of a marketmarket

focusfocus

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A business that A business that focuses on a focuses on a niche market is niche market is addressing a addressing a need for a need for a product or service product or service that is not being that is not being addressed by addressed by mainstream mainstream providers. providers.

Our niche market, RIGHT NOW, is essentially the Big Island of Hawaii.essentially the Big Island of Hawaii.

Which is great, but by itself, the big island alone cannot help us achieve our goals.

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What are UH Hilo’s goals?What are UH Hilo’s goals?

Increase enrollment to 5, 000 students?Increase enrollment to 5, 000 students?Attract more academically prepared students?Attract more academically prepared students?

5000How is UH Hilo going to get to 5,000 g g g ,students?

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5,000 student target goal in 5,000 student target goal in the Strategic Plan the Strategic Plan 70% must be in70% must be in--statestateThat means 3,500 must be That means 3,500 must be inin--state students state students

(875 freshmen, 875 (875 freshmen, 875 sophomores, 875 juniors, sophomores, 875 juniors, 875 seniors)875 seniors)

But that is too simplistic

keep upkeep up

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875 incoming freshmen 87570% retained by 2nd year 61255% persist 3rd year 48150% persist 4 years 43730% still enrolled 5th year 13110% still enrolled 6th year 87(Others graduated)

Th t i bt t l f 2 623

+ 300 In-State transfers = 1,175+ 165 cont. transfers (55%) = 777+120 continuing (40%) = 601+68 continuing (23%) = 506+15 continuing (5%) = 146+ 15 continuing (5%) = 102

Subtotal =3, 307That gives us a subtotal of 2,623

Throw in 215 in-state Graduate Students

Graduate Students 215

Total Number of In-State Students Enrolled at One Time: 3522Add 1, 478 Non-Residents (30%) :

Total Number of Students Enrolled at One Time: 5 000Total Number of Students Enrolled at One Time: 5,000

And there you go. 5, 000 studentsAnd there you go. 5, 000 studentsBut that is too easyBut that is too easy

UH Hilo currently UH Hilo currently enrolls 330 High enrolls 330 High School inSchool in--State State freshmen a yearfreshmen a year

Transfers? Transfers?

UH Hilo currently UH Hilo currently Enrolls 185 inEnrolls 185 in--state state t ft f

How in the world are we going to How in the world are we going to attract 1,175 residents every year?attract 1,175 residents every year?

UH Manoa, UH West Oahu, Chaminade, Hawaii Pacific, HawaiiCommunity College, Kapiolani Community College, KauaiCommunity College, Maui Community College, LeewardCommunity College, Windward Community College, UCLA, UCBerkeley, Santa Clara, Amherst, University of Colorado, ColoradoState, University of Washington, Texas A&M, Pacific University,

UH Manoa, UH West Oahu, Chaminade, Hawaii Pacific, HawaiiCommunity College, Kapiolani Community College, KauaiCommunity College, Maui Community College, LeewardCommunity College, Windward Community College, UCLA, UCBerkeley, Santa Clara, Amherst, University of Colorado, ColoradoState, University of Washington, Texas A&M, Pacific University,

UH Manoa, UH West Oahu, Chaminade, Hawaii Pacific, Hawaii Community College, Kapiolani Community College, Kauai Community College, Maui Community College, Leeward

Community College, Windward Community College, UCLA, UC Berkeley, Santa Clara, Amherst, University of Colorado, Colorado State, University of Washington, Texas A&M, Pacific University,

We would have to We would have to enroll 545 enroll 545 additional freshmen additional freshmen from Hawaii, a from Hawaii, a 165% increase165% increase

transfers a yeartransfers a year

We would have to We would have to enroll 115 enroll 115 additional transfer additional transfer Why would they even come? Why would they even come?

They can go anywhere They can go anywhere Willamette, Harvey Mudd, University of Northern Colorado,Boston University, UH Hilo, Cal State Chico, Cal State Fresno,University of Arizona, Arizona State, Central WashingtonUniversity, Washington State, University of Washington, Universityof Nevada Las Vegas, University of Nevada Reno, New MexicoState, University of New Mexico, Lewis and Clark, Boise State,Uni ersit of Utah Utah State Uni ersit of Michigan Michigan

Willamette, Harvey Mudd, University of Northern Colorado,Boston University, UH Hilo, Cal State Chico, Cal State Fresno,University of Arizona, Arizona State, Central WashingtonUniversity, Washington State, University of Washington, Universityof Nevada Las Vegas, University of Nevada Reno, New MexicoState, University of New Mexico, Lewis and Clark, Boise State,Uni ersit of Utah Utah State Uni ersit of Michigan Michigan

UH Manoa, UH West Oahu, Chaminade, Hawaii Pacific, Hawaii Community College, Kapiolani

Willamette, Harvey Mudd, University of Northern Colorado, Boston University, UH Hilo, Cal State Chico, Cal State Fresno,

University of Arizona, Arizona State, Central Washington University, Washington State, University of Washington, University

of Nevada Las Vegas, University of Nevada Reno, New Mexico State, University of New Mexico, Lewis and Clark, Boise State, Uni ersit of Utah Utah State Uni ersit of Michigan Michigan165% increase165% increase

students from students from Hawaii, a 62% Hawaii, a 62% increaseincreaseWhat do we offer that will attract this many What do we offer that will attract this many

more students? more students?

University of Utah, Utah State, University of Michigan, MichiganState, University of Florida, Florida State, Reed College, SeattlePacific University, University of Nebraska, Grinnell, Oberlin, MenloCollege, Scripps, Occidental

University of Utah, Utah State, University of Michigan, MichiganState, University of Florida, Florida State, Reed College, SeattlePacific University, University of Nebraska, Grinnell, Oberlin, MenloCollege, Scripps, Occidental

How does UH Hilo stand out in such a crowd?How does UH Hilo stand out in such a crowd?

y g pCommunity College, Kauai Community College, Maui Community College, Leeward Community

College, Windward Community College

University of Utah, Utah State, University of Michigan, Michigan State, University of Florida, Florida State, Reed College, Seattle

Pacific University, University of Nebraska, Grinnell, Oberlin, Menlo College, Scripps, Occidental

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Why would a Hawaii resident Why would a Hawaii resident choose to go to UH Hilo when choose to go to UH Hilo when th h h i ?th h h i ?they have so many choices?they have so many choices?

Well, most don’t.

In fact very few choose UH HiloIn fact very few choose UH Hilo.

2002 High School 2002 High School Graduating ClassGraduating Class UHM

10%

UHH2%

UH Hilo has been enrolling 2-3% of the high school graduating class.

UHCC20%

Not Enrolled44%

HI Pv Bac5%

HI Pv Tech2%

Mainland17%

And more students choose to go to the mainland than UH Manoa and UH Hilo combined.

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If they do stay in Hawaii, If they do stay in Hawaii, chances are extremely good chances are extremely good they will enroll at a school they will enroll at a school close to their home. close to their home.

High School Enrollment by UH CampusHigh School Enrollment by UH Campus

Notice how many Oahu residents enroll in Oahu colleges.

The same trend applies to the counties of Hawaii, Kauai and Maui.

Students that stay in Hawaii tend to enroll in a college on their island.

30%40%50%60%70%80%90%100%

y g

0%10%20%

UHM UHWO HON KAP WIN LEE KAU MAU UHH HAW

Oahu HS Grads Maui HS Grads Kauai HS Grads Hawaii HS Grads

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25

Percent of Own County Enrolled

The 4 year campuses average just over 11% of their own county while the community colleges average about 20%. 

10

15

20

But 11% of the Big Island is completely different than 11% of Oahu.

0

5

UHM UHH HAW KAU MAU OahuCC

keeping up?

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Number of HS GraduatesNumber of HS GraduatesOahu has over 9,000 high school graduates every year while the Big Island has just less than 2,00012000

W d t

4000

6000

8000

10000

70%

We need to take a chunk out of Oahu’s

pool

and Oahu students have a

lot of choices

0

2000

4000

Hawaii Kauai Maui Oahu

13%5%

11%

College Enrollment by College Enrollment by High School CountyHigh School County

The number of students from Oahu is staggering The number of students from Oahu is staggering d th i h i f ll i did th i h i f ll i di

1500

2000

2500

UHM

UHH

UHCC

and their choice of college is diverse. and their choice of college is diverse.

And it just got more crowded when UH West And it just got more crowded when UH West Oahu started accepting freshmen in 2008. Oahu started accepting freshmen in 2008.

With so many choices on Oahu and theWith so many choices on Oahu and the

0

500

1000

Hawaii Kauai Maui Oahu

MainlandWith so many choices on Oahu and the With so many choices on Oahu and the mainland, why would they come to UH mainland, why would they come to UH Hilo?Hilo?

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UH Manoa is doing a better job at attracting students

from other counties.

Takeaways from other countiesTakeaways from other countiesUH UH ManoaManoa attracts an average of 5.5% from other counties.attracts an average of 5.5% from other counties.UH Hilo attracts an average of 1.5% from other counties.UH Hilo attracts an average of 1.5% from other counties.

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4

5

6

7

8

9

UHM

UHH

Some of you will stay of course!Some of you will stay of course!

They have more They have more

They’re They’re larger!larger!

They have higher They have higher

0

1

2

3

4

Hawaii Kauai Maui Oahu

UHHprograms!programs!admission standards!admission standards!

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don’t panic

•UH Manoa has more programs than Hilo, so it's natural to assume that UH Hilo students will enroll at Manoa. 

•The fact is most students at UH Manoa major in traditional jmajors in the College of Arts and Sciences.•UH Hilo offers many of the same types of popular majors as UH Manoa. 1354

48 3 1

499

21933 5

143 108 44 101 15 97 23125

18

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Are the other programs significant enough to Are the other programs significant enough to warrant the hypothesis that most students warrant the hypothesis that most students 

enroll at enroll at ManoaManoa for academic reasons? for academic reasons? 

The alternate hypothesis is that most students enroll at Manoa

for reasons other than academic programs.

There are differences in size, mission and

location.

But the truth is the education at UH Manoa is

not any better than at UH HiloUH Hilo.

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“There is a sameness about the undergraduate programs of many of America’s colleges and universities…

most define themselves as unique by

We offer the same can of General Education and degree requirements. The same type of lectures and laboratories.

q yemphasizing a particular program here

or an unusual characteristic there.

A few colleges and universities, however, are fundamentally different”

Barbara K Townsend, Creating Distinctiveness: Lessons from Uncommon Colleges and Universities, 1992

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“Distinctive colleges and universities share certain characteristics:•a unifying (vision) of what education should be

•the expression of this (vision) in institutional activities•and the striving for excellence to achieve (its) purpose.

Ultimately, the distinctive institution is a product of a social contract among colleagues to organize

their efforts around a unifying purpose.”

g ( ) p p

Barbara K Townsend, Creating Distinctiveness: Lessons from Uncommon Colleges and Universities, 1992

The biggest difference with UH Manoa is that they are located in Honolulu with 70% of the population.

bright lights and big city

But the educational experience at UH Hilo can compete with the experience at UH Manoa and anywhere else.

The city of Hilo cannot compete with the city of Honolulu.

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UH Hil ff di ti tiUH Hil ff di ti tiUH Hilo can offer a distinctive UH Hilo can offer a distinctive experience that cannot be easily experience that cannot be easily

matched by any college in Hawaii.matched by any college in Hawaii.

Quite simply, UH Hilo cannot grow unless weQuite simply, UH Hilo cannot grow unless weattract significantly more students attract significantly more students

from Oahu and the neighbor islands.from Oahu and the neighbor islands.

These students will not “choose” to go to UH Hilo unless something is inherently different at UH Hilo than the other options

they have readily available to them.

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So how is the educationalSo how is the educationalSo how is the educational So how is the educational experience different at UH Hilo experience different at UH Hilo

than than ManoaManoa??Can UH Hilo be a college of distinction within Hawaii?Can UH Hilo be a college of distinction within Hawaii?

“It’s what you do that defines you”“It’s what you do that defines you”-- batmanbatman

It’s not who you are …It’s not who you are …

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the endthe endReferencesReferencesUniversity of Hawaii, Institutional Research OfficeUniversity of Hawaii, Institutional Research Office

Degrees and Certificates Earned, UH Degrees and Certificates Earned, UH ManoaManoa 20062006--07 (Dec 2007)07 (Dec 2007)Graduation and Retention Rates, Peer and Benchmark Group Comparisons, Graduation and Retention Rates, Peer and Benchmark Group Comparisons,

UH Hilo Fall 1994 to UH Hilo Fall 1994 to Fall 2005 Cohorts as of 2006 (Dec 2007)Fall 2005 Cohorts as of 2006 (Dec 2007)

High School Background of firstHigh School Background of first--time Students Fall 2007 (Dec 2007)time Students Fall 2007 (Dec 2007)R id d Mi ti f Fi tR id d Mi ti f Fi t Ti F h f th St t f H ii F llTi F h f th St t f H ii F llResidence and Migration of FirstResidence and Migration of First--Time Freshmen for the State of Hawaii Fall Time Freshmen for the State of Hawaii Fall

2002, (March 2007) 2002, (March 2007)

Barbara K Townsend, Creating Distinctiveness: Lessons from Uncommon Colleges and Barbara K Townsend, Creating Distinctiveness: Lessons from Uncommon Colleges and Universities, Universities, ERIC Digest ED356753 (1992)ERIC Digest ED356753 (1992)

Photo Credits: James Rubio, John Oshima, William Photo Credits: James Rubio, John Oshima, William IngIng, NASA, Sandra , NASA, Sandra CritelliCritelliMusic: Warner Bothers “Batman”Music: Warner Bothers “Batman”