Art/Digital Media July 2012 Needs Assessment

Art/Digital Media July 2012 Needs Assessment Prepared by Elisa Lewis Date: July 17, 2012 Art/Digital Media 1

Scope Data compiled in this report covers San Bernardino, Riverside, Orange, and Los Angeles counties. Data were drawn from external sources, including the Employment Development Department s California Labor Market Information and the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS), as well as Chaffey College s Colleague Administrative database. Data Sources and Calculations Educational Program Data TOP Code Program of Study 0614.10 Art/Digital Media: Design for Multimedia Emphasis 0614.30 Art/Digital Media: Web Design Emphasis 0614.60 Art/Digital Media: Computer Graphic Design for Print Media Emphasis The Taxonomy of Programs (TOP) is a standardized system used at the state level to classify programs and courses at California Community Colleges that are intended to achieve the same outcome. CIP Code Program of Study 10.0304 Animation, Interactive Technology. Video Graphics and Special Effects 11.0801 Web Page, Digital/Multimedia and Information Resource Design 11.0803 Computer Graphics The Classification of Instructional Programs (CIP) is a standardized coding system used at the federal level to facilitate accurate tracking, assessment, and reporting of fields of study and program completion at educational institutions throughout the country. This report draws on the Animation, Interactive Technology, Video Graphics and Special Effects, Web Page, Digital/Multimedia and Information Resource Design, and Computer Graphics CIP codes, which map to the Art/Digital Media TOP codes offered at Chaffey, so that Chaffey data can be viewed in relation to regional and statewide data. Completions Data Degree and certificate data regarding students at Chaffey College were collected from the Colleague Administrative database. Degree and certificate data for all comparison schools were collected from the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS). All comparison institutions included in this report are postsecondary and have provided data to IPEDS. IPEDS defines postsecondary education as a formal program designed primarily for students beyond high school age. These include academic, vocational, and continuing professional education, and exclude avocational and adult basic education programs. 2

Occupational Data SOC Code Occupational Title 27.1014 Multi-Media Artists and Animators 15.1021 Computer Programmers 27.1024 Graphic Designers The Standard Occupational Classification (SOC) system is used by federal statistical agencies to classify workers into occupational categories. The Art/Art Studies, General Studies CIP code was mapped to the four SOC codes listed in the table above using the crosswalk described in the paragraph below. Educational Program to Occupation Crosswalk The TOP-CIP-SOC Crosswalk (Employment Development Department, 2007) was used in this report to map TOP codes to CIP and SOC codes. This crosswalk allows the user to estimate labor market demand for California Community College program completers using SOC-based projections from the California Labor Market Information Division. Industry Data The North American Industry Classification System (NAICS) is used by federal statistical agencies to classify business establishments for the purpose of conducting and reporting research on the U.S. business economy. The Standard Occupation Classification codes are mapped to industry data by the California Labor Market Information Division. Industry information is used to geographically map the business locations of potential employers as well as to observe trends across the industries that employ the occupations identified above. 3

Introduction and Contents Contents Background Information 5 Regional Job Outlook 7 Largest and Fastest Growing Industry Employers 10 Regional Graduation Summary 12 Chaffey College s Performance on Core Indicators 14 Map of Competitor Institutions 15 Purpose and Goals Chaffey College currently offers three emphases in Art/Digital Media: Computer Graphic Design for Print Media Emphasis, Design for Multimedia, and Web Design. Specifically, students can choose to pursue a 40-unit Degree or Certificate in Computer Graphic Design for Print Media, a 36-37 unit Degree or Certificate in Design for Multimedia, or a 26-unit Degree or Certificate in Web Design. The 2012-- 2013 College Catalog program description reads as follows: The Digital Media program is a cross-discipline program designed to prepare students for employment in the fields of Web Design, Graphic Design, Motion Graphics, Sound Design, and Interactive Multimedia. Both degrees and certificates are offered in three separate digital media career field emphases. Student Learning Outcomes: Upon the successful completion of these programs, students should be able to: 1. Communicate in speech and in writing about the history, theories, disciplines, and practices of the visual arts. 2. Engage creativity and original thinking in the study of visual art. 3. Know and apply technical skills, concepts, research practices, and technologies in the creation of written and/or visual products. 4. Know and apply critical thinking and technical skills in the creation, analysis, and interpretation of visual art in written, verbal or visual format. 5. Recognize and respect diverse individuals, social forces, and ideologies of the world s cultures through the study of visual art. Regional Definitions Inland Empire includes the Riverside-San Bernardino-Ontario Metropolitan Statistical Area (MSA) Los Angeles County includes the Los Angeles- Long Beach-Glendale Metropolitan Division Orange County includes the Santa Ana- Anaheim-Irvine Metropolitan Division Key Terms and Concepts Replacement Jobs: Replacement jobs refer to the number of job openings due to workers leaving an occupation. Annual Openings: Annual openings are calculated by adding the number of new jobs to the number of replacement jobs, divided by the number of years in the projection period. Projections: Projections of employment are calculated by the Employment Development Department and are based on a mathematical formula that includes historical employment and economic indicators along with national, state, and local trends. Occupation: Jobs are grouped into occupations using the federal Standard Occupational Classification (SOC) system. Industry: Occupations are grouped into industries using the North American Industry Classification System (NAICS). Wages: Hourly wages are reported in percentiles and averages. The 25 th percentile is a useful proxy of entry-level wages and the 75 th percentile of experienced-level wages. The purpose of this report is to integrate and analyze data from multiple sources to determine labor market needs for the Art/Digital Media program at Chaffey College. 4

Background Information Art/Digital Media The Art/Digital Media programs in California Community Colleges focus on teaching students skills that combine computer and other electronic technologies with skills and techniques from various fine arts and communications disciplines. 1 The descriptions of job duties for Art/Digital Media-related occupations are provided by the Occupational Information Network. 2 Multimedia Artists and Animators 2 Multimedia Artists and Animators Create special effects, animation, or other visual images using film, video, computers, or other electronic tools and media for use in products or creations, such as computer games, movies, music videos, and commercials. Typical Tasks Create two-dimensional and three-dimensional images depicting objects in motion or illustrating a process, using computer animation or modeling programs. Design complex graphics and animation, using independent judgment, creativity, and computer equipment. Make objects or characters appear lifelike by manipulating light, color, texture, shadow, and transparency, or manipulating static images to give the illusion of motion. Apply story development, directing, cinematography, and editing to animation to create storyboards that show the flow of the animation and map out key scenes and characters. Participate in design and production of multimedia campaigns, handling budgeting and scheduling, and assisting with such responsibilities as production coordination, background design and progress tracking. Create basic designs, drawings, and illustrations for product labels, cartons, direct mail, or television. Develop briefings, brochures, multimedia presentations, web pages, promotional products, technical illustrations, and computer artwork for use in products, technical manuals, literature, newsletters and slide shows. Script, plan, and create animated narrative sequences under tight deadlines, using computer software and hand drawing techniques. Implement and maintain configuration control systems. Assemble, typeset, scan and produce digital camera-ready art or film negatives and printer's proofs. 1 California Community Colleges, Chancellor s Office, Taxonomy of Programs, Sixth Edition (Corrected Version). 2 O*Net Online: http://online.onetcenter.org/find 5

Computer Programmers 2 Computer Programmers create, modify, and test the code, forms, and script that allow computer applications to run. Work from specifications drawn up by software developers or other individuals. May assist software developers by analyzing user needs and designing software solutions. May develop and write computer programs to store, locate, and retrieve specific documents, data, and information. Typical Tasks Correct errors by making appropriate changes and rechecking the program to ensure that the desired results are produced. Conduct trial runs of programs and software applications to be sure they will produce the desired information and that the instructions are correct. Write, update, and maintain computer programs or software packages to handle specific jobs such as tracking inventory, storing or retrieving data, or controlling other equipment. Write, analyze, review, and rewrite programs, using workflow chart and diagram, and applying knowledge of computer capabilities, subject matter, and symbolic logic. Perform or direct revision, repair, or expansion of existing programs to increase operating efficiency or adapt to new requirements. Consult with managerial, engineering, and technical personnel to clarify program intent, identify problems, and suggest changes. Perform systems analysis and programming tasks to maintain and control the use of computer systems software as a systems programmer. Compile and write documentation of program development and subsequent revisions, inserting comments in the coded instructions so others can understand the program. Prepare detailed workflow charts and diagrams that describe input, output, and logical operation, and convert them into a series of instructions coded in a computer language. Consult with and assist computer operators or system analysts to define and resolve problems in running computer programs. 2 O*Net Online: http://online.onetcenter.org/find 6

Graphic Designers 2 Design or create graphics to meet specific commercial or promotional needs, such as packaging, displays, or logos. May use a variety of mediums to achieve artistic or decorative effects. Typical Tasks Create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts. Determine size and arrangement of illustrative material and copy, and select style and size of type. Confer with clients to discuss and determine layout design. Develop graphics and layouts for product illustrations, company logos, and Internet websites. Review final layouts and suggest improvements as needed. Prepare illustrations or rough sketches of material, discussing them with clients or supervisors and making necessary changes. Use computer software to generate new images. Key information into computer equipment to create layouts for client or supervisor. Maintain archive of images, photos, or previous work products. Prepare notes and instructions for workers who assemble and prepare final layouts for printing. 2 O*Net Online: http://online.onetcenter.org/find 7

Regional Job Outlook Projected Regional Job Outlook The table below displays 2008 employment estimates and 2018 projections for Art/Digital Media-related jobs. Job openings for all Multi-Media Artists and Animators and Graphic Designers are on the rise in all regions except the Inland Empire for Graphic Designers. Computer Programmers jobs are steadily declining in all regions. Total Estimated 2008 Jobs Total Projected 2018 Jobs Projected Growth (%) Ave. Annual New Job Openings Ave. Annual Replacement Job Openings Ave. Annual Total Job Openings Multi-Media Artists and Animators State of California 24,900 27,100 2,200 (8.8%) 220 570 790 Inland Empire 180 190 10 (5.6%) 1 4 5 Los Angeles CO 12,910 13,980 1,070 (8.3%) 107 289 396 Orange CO 1,630 1,660 30 (1.8%) 3 37 40 Computer Programmers State of California 34,300 32,200-2,100 (-6.1%) -210 860 650 Inland Empire 820 740-80 (-9.8%) -8 23 15 Los Angeles CO 7,610 6,970-640 (-8.4%) -64 207 143 Orange CO 3,570 3,080-490 (-13.7%) -49 116 67 Graphic Designers State of California 40,500 43,600 3,100 (7.7%) 310 1,250 1,560 Inland Empire 1,510 1,510 0 (0.0%) 0 47 47 Los Angeles CO 14,460 15,130 670 (4.6%) 67 444 511 Orange CO 5,060 5,320 260 (5.1%) 26 155 181 Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited July 18, 2012). 8

Projected Regional Job Growth The graphs below show the projected growth from 2008 to 2018 of Art/Digital Media-related jobs. As illustrated, the number of Multi-Media Artists and Animators jobs is expected to grow in all counties, especially Los Angeles County. Graphic Artists jobs are expected to grow at a rate that is faster than average. Computer Programmers jobs are on a decline in all regions of interest. % Growth 50 40 30 20 10 0 Multi-Media Artists and Animators California Inland Empire Los Angeles County Orange County % Growth 20 10 0-10 -20 Computer Programmers California Inland Empire Los Angeles County Orange County % Growth 50 40 30 20 10 0 California Graphic Designers Inland Empire Los Angeles County Orange County Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited July 18, 2012). 9

Regional Hourly Wages This table displays the First Quarter of 2012 hourly wage statistics of Art/Digital Media-related jobs. In general, wages are fairly comparable across regions for all occupations with the exception of the Inland Empire which yields lower wages. An employee in one of these jobs can expect to earn anywhere from $19/hr to $54/hr, depending on the specific job and the employee s level of experience. Mean Hourly Rate 25 th Percentile Median Hourly Rate 75 th Percentile Multi-Media Artists and Animators State of California $40.77 $27.25 $36.44 $49.44 Inland Empire $27.68 $20.42 $25.03 $34.52 Los Angeles CO $43.76 $27.94 $39.02 $54.29 Orange CO $38.57 $24.29 $32.14 $43.45 Computer Programmers State of California $41.65 $31.60 $41.03 $51.37 Inland Empire $33.08 $24.11 $34.40 $41.35 Los Angeles CO $41.26 $31.92 $41.10 $50.29 Orange CO $36.40 $23.93 $36.60 $49.00 Graphic Designers State of California $27.83 $19.17 $25.52 $34.35 Inland Empire $19.87 $15.79 $17.84 $22.74 Los Angeles CO $29.04 $19.97 $26.96 $36.12 Orange CO $25.72 $19.25 $24.68 $31.68 Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited July 18. 2012). 10

Largest and Fastest Growing Industry Employers Largest Industry Employers of Art/Digital Media-Related Occupations The graphs below display the 2008 staffing patterns of the largest industries employing Art/Digital Mediarelated occupations across the state of California. These occupations are employed in at least 10 industries. Number of Employees 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Multi-Media Artists and Animators Number of Employees 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Computer Programmers Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited July 17, 2012). 11

Number of Employees 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Graphic Designers Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited July 17, 2012). Change Over Time of the Largest Industry Employers of Art/Digital Media-Related Occupations The graphs below display projections of staffing changes from 2008-2018 of the largest industries employing Art/Digital Media-related occupations in the state of California. Computer Systems Design and Related Services and Specialized Design Services are expected to be employing the most Multi-Media Artists and Animators and Graphic Designers. The greatest job growth for Computer Programmers and Graphic Designers is in the Management and Technical Consulting services. Percent Change 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Multi-Media Artists and Animators 12

Percent Change 30 20 10 0-10 -20-30 -40 Computer Programmers Percent Change 50.0 40.0 30.0 20.0 10.0 0.0-10.0-20.0-30.0-40.0 Graphic Designers Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited July 18, 2012). 13

Other Industries with Growth in Art/Digital Media-Related Occupations Aside from the industries that were displayed in the graphs above, two of the Art/Digital Media-related occupations are associated with growth in an additional industry. The table below displays the industry along with its numeric change and percent growth from 2008 to 2018. Industry Employment in California 2008 2018 Numeric Change Percent Growth Computer Programmers Electronic Markets and Agents/Brokers 500 600 100 20.0% Graphic Designers Employment Services 400 500 100 25.0% Electronic Shopping & Mail-Order Houses 400 500 100 25.0% Electronic Markets and Agents/Brokers 400 500 100 25.0% Other Information Services 400 500 100 25.0% Software Publishers 300 400 100 33.3% Apparel/Piece Goods Merchant Wholesalers 300 400 100 33.3% Scientific Research and Development Svc 200 300 100 50.0% Misc Nondurable Goods Merchant Whsle 100 200 100 100% Insurance Agencies, Brokerages & Support 0 100 100 100% General Medical and Surgical Hospitals 0 100 100 100% Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited July 18, 2012). 14

Regional Graduation Summary Education and Training 3 Education and training requirements for Art/Digital Media-related occupations vary. Multi-Media Artists and Animators careers usually require a four-year bachelor's degree, but some do not. A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified. Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training. Many of these occupations involve coordinating, supervising, managing, or training others. Computer Programmers and Graphic Designers usually require a four-year bachelor's degree, but some do not. A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. Employees in these occupations usually need several years of work-related experience, onthe-job training, and/or vocational training. Many of these occupations involve coordinating, supervising, managing, or training others. Regional Completers in Art/Digital Media Programs The table below displays the number of program completers in the 2010-11 academic year at regional institutions offering Art/Digital Media-related programs. Besides Chaffey College, there are 28 institutions offering degrees or certificates below the Baccalaureate level across the four county region. Institution Name < 1 year Certificate 1 to < 2 year Certificate Award Level Associate s Degree 2 to < 4 year Certificate Chaffey College -- 3 6 -- Antelope Valley College -- 14 13 -- Coastline Community College -- 1 -- Citrus College 4 -- 1 -- College of the Canyons 1 1 8 -- College of the Desert 4 -- 6 -- Crafton Hills College 2 -- -- -- Cypress College 1 13 -- -- East Los Angeles College -- -- 1 -- El Camino Community College District 1 4 -- -- Fullerton College -- 6 -- -- Gnomon School of Visual Effects 17 -- -- 39 Irvine Valley College 4 3 1 -- 3 Labor Market Info, Employment Development Department, California Occupational Guides, on the Internet at: http://www.labormarketinfo.edd.ca.gov/occguides/ (visited July 17, 2012). 15

Long Beach City College 2 -- -- -- Los Angeles Film School -- -- 21 -- Los Angeles Mission College -- -- 4 -- Los Angeles Pierce College 2 -- -- -- Moreno Valley College -- 2 2 -- Mt. San Antonio College -- 5 5 -- Mt. San Jacinto Community College 8 13 10 -- Norco College -- 1 -- -- Orange Coast College 17 8 15 -- Pasadena City College -- 1 -- -- Rio Hondo College -- -- 1 -- Saddleback College 27 -- 3 -- Santa Ana College 2 11 2 -- Santa Monica College -- 16 3 -- Santiago Canyon College 1 -- -- Video Symphony Entertaining 33 -- -- -- Total 126 102 102 39 Note: -- indicates that this type of degree is not offered. 0 indicates that this degree/certificate level is offered but no degrees or certificates were granted. Source: National Center for Education Statistics, U.S. Department of Education, Integrated Postsecondary Education Data System, on the Internet at: http://www.nces.ed.gov/collegenavigator/ (visited July 19, 2012) 16

Chaffey College s Performance on Core Indicators The Perkins IV Career and Technical Education Improvement Act of 2006 mandates that all state and local postsecondary institutions provide data on six core performance indicators for their career and technical education programs. These indicators are: 1) Technical Skill Attainment; 2) Completions; 3) Persistence and Transfer; 4) Employment; 5) Non-traditional Participation; and 6) Non-traditional Completion. Performance goals are set at the state and local levels and progress is monitored based on a comparison between the actual percentage of students who master each performance area and the negotiated levels of performance. 2010-2011 Chaffey College Performance on Core Indicators The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the three Art/Digital Media TOP Codes. These students performed above district negotiated levels on Core Indicators 1 and 2, but below district levels on Core Indicator 3. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Art/Digital Media: Multimedia Emphasis Core 1 Technical Skill Attainment 88.82% 88.82% 100.00% N/A Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 80.93% 76.88% 100.00% N/A Core 3 Persistence and Transfer 85.86% 85.86% 66.67% N/A Core 4 Employment 81.48% 81.48% DR N/A Core 5a Non-traditional Participation 22.08% 20.53% N/R N/R Core 5b Non-traditional Completions 25.00% 22.75% N/R N/R Source: CA Community Colleges Reporting Services, Multimedia College Core Indicator Information by 6-Digit TOP (2010-2011). 17

The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the three Art/Digital Media TOP Codes. These students performed above district negotiated levels on Core Indicators 1 and 2, but below district levels on Core Indicators 3 and 4. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Art/Digital Media: Web Design Emphasis Core 1 Technical Skill Attainment 88.82% 88.82% 100.00% 11.2% Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 80.93% 76.88% 100.00% N/A Core 3 Persistence and Transfer 85.86% 85.86% 81.82% -4.0% Core 4 Employment 81.48% 81.48% 71.43% N/A Core 5a Non-traditional Participation 22.08% 20.53% N/R N/R Core 5b Non-traditional Completions 25.00% 22.75% N/R N/R. Source: CA Community Colleges Reporting Services, Website Design and Development College Core Indicator Information by 6- Digit TOP (2010-2011). The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the three Art/Digital Media TOP Codes. These students performed above district negotiated levels on Core Indicators 1 and 2, but below district levels on Core Indicators 3 and 4. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Art/Digital Media: Computer Graphics and Digital Imagery Emphasis Core 1 Technical Skill Attainment 88.82% 88.82% 100.00% 11.2% Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 80.93% 76.88% 100.00% N/A Core 3 Persistence and Transfer 85.86% 85.86% 81.82% -4.0% Core 4 Employment 81.48% 81.48% 71.43% N/A Core 5a Non-traditional Participation 22.08% 20.53% N/R N/R Core 5b Non-traditional Completions 25.00% 22.75% N/R N/R Source: CA Community Colleges Reporting Services, Computer Graphics and Digital Imagery College Core Indicator Information by 6-Digit TOP (2010-2011). 18

Map of Competitor Institutions Computer Systems Design and Related Services employ the largest numbers of computer programmers in the state of California. Across the four counties of interest, there are 3,943 Computer Systems Design and Related Services listed by the California Labor Market (2,115 in Los Angeles County, 1,281 in Orange County, 254 in Riverside County, and 293 in San Bernardino County). This map illustrates the location of the largest 5% of all Computer Systems Design and Related Services in each county. Also included in the map are the locations of Chaffey College and other competitor institutions offering degrees or certificates in Art/Digital Media programs. 19