A. Mark Macias

Director of Institutional Research

Spokane Community College

November 2008WARP Fall Conference

Introduction to the environmental scanning process◦ Definition of scanning◦ Types of scans

What to include in your scans Tips on conducting scans Tips on producing scan report Resources References

November 2008WARP Fall Conference

November 2008WARP Fall Conference

The process of collecting, analyzing, and distributing information for tactical and strategic purposes

November 2008WARP Fall Conference

To provide strategic intelligence by evaluating potentially significant environmental changes ◦ Conveys both current environmental status and

how it is changing trends◦ Alerts planners to trends that are converging,

diverging, interacting, accelerating, or decelerating

◦ Ideal end-goal: allows for adaptive planning before these trends occur or fully develop

November 2008WARP Fall Conference

Often refers only to the environment that is external to the organization (also called the macroenvironment)

Good strategic planning requires information on internal organizational factors, so whenever possible include these also(unless obtained in separate processes)

November 2008WARP Fall Conference

One cycle in the strategic planning process

November 2008WARP Fall Conference

November 2008WARP Fall Conference

November 2008WARP Fall Conference

Ad Hoc Periodic Continuous

General Character-istics

Usually performed in response to crisis

Not as in-depth Forecasts are more short-

term

Tied to planning cycle (e.g., every 3 years)

In-depth Forecasts 5 to 10 years

Also called Continuous Learning Structured, in-depth data

collection and analyses by dedicated staff

Data gathered is more comprehensive

Pros

Allows for quicker turn-around of scan results

Lower commitment of resources over time

Predictable frequency allows for appropriate budget planning

Frequency provides timely information gathering for planning

Planning is proactive…

Dedication of time by researchers allows incorporation of data from more sources

Provides planners with more comprehensive information

Informs planners of critical changes sooner

Plans can be adjusted or adopted more proactively

Cons

Data can be more superficial

Results may address immediate issues, but are less generalizable

If only conducted in response to crises, indicates lack of organized institutional planning efforts

Planning response is reactive

Reaction to unforeseen changes in environment (e.g., onset of recession) may require Ad Hoc scan to supplement information.

Planning response is then more reactive

Requires ongoing institutional commitment of resources (funding, personnel, and time)

November 2008WARP Fall Conference

Depends …

No, this is not a cop-out …

Depends…◦ Type of scan (Ad hoc, Periodic, Continuous)◦ Your institution’s relationship to its service area◦ How the scan information will be used

Things to consider including:◦ Customer analyses

Current and potential students Current and potential students’ parents Current and potential employers Other institutions of higher education (for transfer students)

November 2008WARP Fall Conference

Community relations◦ Community satisfaction◦ Community needs assessment

Competitors◦ Other public and private CCs,

universities, and technical colleges

Campus (& District) Climate◦ Students◦ Staff◦ Faculty◦ Administration

Macroenvironment: STEEP◦ Socio-cultural

Demographics population size and distribution age distribution education levels income levels race and ethnicity

◦ Socio-Cultural (continued) Attitudes about higher education Cultural shifts

◦ Technological New products and services

training opportunities New manufacturing processes Infrastructure changes

◦ Economic Industry/career demand and decline Unemployment Inflation

◦ Environmental/Ecological New industry opportunities

◦ Political Political climate/stability State budget deficit or surplus Changes in legislation

November 2008WARP Fall Conference

Rate factors on two dimensions:◦ Potential impact on your institution◦ Probability of occurrence

Look for changes in current trends Look for potential interaction effects

between factors.

November 2008WARP Fall Conference

November 2008WARP Fall Conference

Don’t try to do this alone!◦ Assemble a research team◦ Divide the workload

Allow your team ample time to do the work*

November 2008WARP Fall Conference

* Then give yourself even more time!

Use an editor to create a common voice in the text.

Consider your audience. Present your data so that it tells a story,

then actually tell that story. Because… The reader must be able to envision the

future and engage in “future-thinking.”

November 2008WARP Fall Conference

Again, consider your audience. Use charts and graphs to clearly present past and future trends. Refer to The Visual Display of Quantitative Information by Edward

Tufte for guidance of best practices. Use color in charts and graphs to draw readers attention to

important factors, and avoid “chart clutter.”◦ But, make sure they are still readable if photocopied or printed in grayscale.

November 2008WARP Fall Conference

Don’t do what we did! (And we even knew better)

Plan on producing both printed and electronic (PDF) versions.

Plan for limited color printing (for key stake-holders), with additional copies in black and white for general distribution.

Documents that stakeholders areproud of will be more widely distributed and more widely used.

November 2008WARP Fall Conference

November 2008WARP Fall Conference

A small sampling…

Free SourcesUS Census Bureau

US Dept of Labor, Bureau of Labor Statistics Capital Professional Services State Board for Community & Technical CollegeWashington Office of Financial ManagementWashington Office of the Superintendent of Public Instruction Washington Workforce Explorer

www.census.gov and factfinder.census.gov www.bls.gov inflationdata.com www.sbctc.ctc.edu www.ofm.wa.gov www.k12.wa.uswww.workforceexplorer.com

Subscription SourcesNational Student ClearinghouseEconomic Modeling Specialists, Inc.

www.studentclearinghouse.orgwww.economicmodeling.com

November 2008WARP Fall Conference

These data sources were found to be very helpful in preparing the CCS environmental scan, and would be useful for any college in WA.

Morrison, J. L. (1992). Environmental scanning. In M. A. Whitely, J. D. Porter, and R. H. Fenske (Eds.), A primer for new institutional researchers (pp. 86-99). Tallahassee, Florida: The Association for Institutional Research. Out of publication, but still available on the web: http://horizon.unc.edu/courses/papers/enviroscan/

http://en.wikipedia.org/wiki/Environmental_scanning

Tufte, E. R. 2001. The Visual Display of Quantitative Information. Cheshire, Connecticut: Graphics Press LLC.

November 2008WARP Fall Conference

November 2008WARP Fall Conference

Share Tips or Advice ? Share Data Sources ? Share Resources ?

PowerPoint slides and PDF of CCS Environmental Scan available upon request:

A. Mark MaciasSpokane Community Collegemmacias@scc.spokane.edu509-533-8871