1 in 3 parents (31%) could think of no word or phrase to describe CWU By comparison 32% could not describe WWU, 39% could not describe EWU, and 41% could not describe TESC. Those with an impression were more positive than negative
The most prevalent image of CWU, among both students and parents, was that it is a “back-up school”. It is “warm and friendly,” and “relaxed” but not highly regarded The location is a plus for some and a negative for more.
About half of students would consider applying to CWU, including 1 in 4 who already have or intend to, and 1 in 4 who “could see themselves going there” Students most likely to apply had relatively lower grades, lower income and came from smaller schools. Most likely to say they would "not consider” CWU were students from households with incomes over $100,000, with GPAs over 3.5 and whose parents had gone to college. Students inclined to apply to CWU described it as welcoming, friendly and comfortable, with an attractive campus in a good location and focused on teaching. They were attracted by its location, good programs, attractive campus and atmosphere – in that order
A similar proportion of parents said that CWU was an “Excellent” or “Good” fit for their child (2 in 10) or “acceptable” (3 in 10).
The parents who saw CWU as a fit for their student ranked the programs first, followed by the location, the campus and by the word of family and friends
For both students and parents disinclined toward CWU, the information they would most want is about academic programs and majors. The main reasons students gave for Parents who said it was not a fit for their student volunteered the same reasons.
bypassing CWU was that the did not know (enough) about it (52%) and its location (52%), followed by its reputation (34%) and its lack of programs they want (32%)
FINAL DRAFT 2/11/2019 Page 30
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