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Hanover Research | December 2017 <br /> © 2017 Hanover Research 5 <br />Hanover interviewed expressed appreciation for Durham Tech, s aying that the <br />institution is community-focused, an important partner, and a positive local influence. <br />However, they also felt that many local employers are unaware of Durham Tech’s <br />presence in Orange County, and thought that Durham Tech should reach out to a <br />broader range of businesses (beyond Chamber of Commerce members). <br />o Notably, interview participants lacked information about current Durham Tech <br />offerings. For example, several participants mentioned they would like to see <br />specific programs at the Orange County campus that are (in fact) already offered <br />there. Similarly, several participants said they were unsure whether Durham Tech <br />offered programs they perceived to be in -demand. <br />▪ Durham Tech could also improve outreach to students, who may not share <br />employers’ positive perception or may lack relevant information about Durham <br />Tech. Interview participants thought that Durham Tech is often overshadowed by <br />local research universities , that its location in Durham may contribute to negative <br />student perceptions, and that the Orange County campus is underutili zed. Several <br />participants advised Durham Tech to advertise more and to recruit through local high <br />schools and employers. Employers see Durham Tech’s Orange County campus as a <br />premier, high-tech location. Durham Tech should use the relatively new campus an d <br />Orange County location as a marketing tool. <br />