clcp final draft book
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CLCPMarketingResearch
Jared LairdNathan NguyenMargarette Bou
3
CONTENTS
Executive Summary
4-5Summary of Findings
6-8
Appendix: Survey
Digital Recommendations
Competitors
9
Appendix: Pages 1-5
EXECUTIVE SUMMARY
The purpose of this project is to refine CLCP’s marketing program. CLCPhas seen a drop in registration for the academic year and wanted to findout what they could improve marketing-wise to resolve this problem.There is always a chance that CLCP’s decline in registration is astatistical anomaly, however with only one year of past data to show thedrop in registration, we cannot provide a trend line to show whether ornot if this is trend, or if this is a one-time occurrence. Our hypothesis inthis project will be that the drop in registration was a statistical anomaly,because no other form of data can be discerned to predict a negativetrend.
We will focus on recommending CLCP to strengthen their digital mediacoverage, and their word of mouth marketing efforts. Our sole focus isto leveraging the assets that CLCP has, great staff, reputation, and atight community to increase the word of mouth factor. Since CLCP is anon-profit, we are making and deriving our recommendation formarketing in a manner that will utilized the least amount of cost,however have highest amount of impact for CLCP’s marketing efforts.
The research conducted in this study is aimed to better understand theCLCP’s demographics, behavior, and satisfactory towards the preschool.We sent out 76 survey and was returned with 33 survey, in terms ofrespondent threshold, this study have met the standard ofrepresentative data; meaning that the data, and analysis of this study isvalid within the population of CLCP and the data can be used to projectthe accuracy of our recommendations (Demographic, Behavior, andSatisfactory measurement).
CLCP Marketing Research | 3
SUMMARY OF FINDINGS
CLCP Marketing Research | 4
Demographic ProfileCity:
Miles Driven: 2.97 miles on averageIncome:
Age
Gender
Ethnicity
Ferndale: 84.8%
Bellingham: 3%
Custer: 3%
County: 3%
20 to 24: 3%
25 to 34: 60.6%
35 to 44: 36.4%
Male: 9.1%
Female: 87.9%
Caucasian: 78.8%
Mixed Ethnicity: 12.1%
Asian: 3%
Native American: 3%
$25,000 to $34,999: 3%
$35,000 to $49,999: 6.1%
$50,000 to $74,999: 24.2%
$75,000 to $99,999: 12.1%
$100,000 to $149,999: 21.1%
$150,000+: 9.1%
Religious Studies:
Reading:
Socialization:
Writing:
Mathematics:
Music:
Arts & Crafts:
Science:
Fine & Large Motor Skills
Dramatic Play:
1
1
1
2
4
5 or 8
5
6
9
10
Respondents Ideal School
Educational Subject ranked by importance:
CLC EvaluationTuition:
Academic Program:
Reputation of School:
Classroom Size:
Teaching Staff:
Religious Education:
Facility:
3.45
4.29
4.29
4.03
4.653.77
3.81
4.7
4.82
4.7
4.76
4.85
4.52
4.7
Scale from 1 to 5.
1 being dissatisfied
5 being satisfied
Teaching staff found tome most important.
Scale from 1 to 5.
1 being least important
5 being most important
Ranked in order of importance from 1 to 10.
1 being the most important
10 being the least important
Sorted by rank i.e. Religious Studies, Reading, and socialization
all ranked 1. The order of the list (when tied) does not indicate one
factor being more important than another other factor.
SUMMARY OF FINDINGS
CLCP Marketing Research | 5
Cornwall Church:
Mormon:
CTK:
Good News Fellowship:
Empty Entry*:
Others...
15.2%
9.1%
6.1%
6.1%
6.1%
24%
42%
73%
88%
91%
21.2%
27.3%
27.3%
81.8%
84,4%
90.9%
90.9%
Other Includes:
Respondent Religious Organization:
Possible Child Care options
Function Attendance: Happiness & Religion
None of 33 respondents selected
"Christ Lutheran Church"
Other churches excluded all had
one respondent identify and
includes: Calvary Chapel, Christian
NonEvangelical, Church of Christ
Portal Way, City Bible Church,
Living Water Fellowship, Slavic
Christian Church & St. Nick's
Catholic Church
Percentages of respondents who identified that
they would choose one of the following childcare
options.
*Empty entrees specified 'other' as an option but
did not give specific organization
Percentages of
respondents who
identified that they
have, or plan to,
attend the following
events.
Infant Child Care:
5 days a week halfday preschool:
5 days a week all day preschool:
before 9am childcare:
afternoon to early evening childcare:
PreSchool Sunday:
PEP Team:
Family Chapel:
Christmas Program:
Daddy's Night:
Field Trips:
Mother's Night:
On a scale of 1 to 5, 1 being very unhappy,
and five being very happy. Respondents
reported an average of 4.55
On a scale of 1 to 5 regarding the importance
of religion to the child's education. 1 being
very unimportant, and 5 being very important.
Respondents reported an average of 4.03
DIGITAL RECOMENDATIONS
CLCP Marketing Research | 6
This graph is used to show the overwhelming amount of respondents that not onlyused Facebook, but how nearly 78.8% of respondent on a daily basis. This signals to usthat Digital marketing would be the best reach for CLCP's marketing efforts.
Our Recommendation is to simply use Social Media to enhancethe quality and quantity of the word of mouth marketing factorsthat CLCP has already have. The following steps, on the nextpage are designed as an easy system for CLCP's staff to conductthis Social Media Campaign. The best part about this campaign,would only take effort from the faculty, there is zero dollar ininvestment that the preschool have to put up in order toaccomplish a well organized digital marketing campaign.
DIGITAL RECOMENDATIONS
CLCP Marketing Research | 7
Step 1:
Step 2:
Have a Facebook Page
Capture the Moments! ->
Have a cleanindependent Website,
Why? Your Competitorshave them!
Serves as a central Hub,and touch point for
prospective parents, and apage where you can show
YOU!
(These moments are instant
reviews that their child is being
taken care of in a positive manner.
A great way to be updated, and
keep in touch with how the school
is doing without having to be there
for the parents.)
Home
About
Product
Contact
Tag a family member.They'll get instant daily
updates on how their childis doing.
DIGITAL RECOMENDATIONS
CLCP Marketing Research | 8
Step 3 (a few reminders):Maintain, Maintain, Maintain
Update Daily
Have someone in the staffthat is dedicated to DigitalMarketing, it only takes
effort, but it is a lot of work!
Best of all, this can costyou...Nothing!
LIKES1500
Follow theTriangle!
COMPETITORS
CLCP Marketing Research | 9
Days per
Week
2
3
4
CLCP
$100/month
$125/month
Redeemer
Lutheran
Church
$100/month
$150/month
Montessori
Preschool &
Kindergarten
$220/month
$250/month
$275/month
Peace Place
Learning
$192/month*
$288/month
$480/month
Pricing Comparison:
Map of Competitors:
*Based off of Daily
rate of $32 for potty
trained
B
A
C D
E
A CLCPB Peace Place Learning CenterC Busy Kids Early Enrichment and Preschool
D Kid's World FerndaleE Redeemer Lutheran ChurchF Pioneer Meadows Montessori
F
How did you hear about CLCP program? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________
On average, how many miles do you drive to CLCP? ______________ Miles
When thinking of your ideal pre-school, which of the following attributes are the most important, which are the least?
Not at all Important
Very Unimportant
Neither Important nor Unimportant
Very Important
Extremely Important
Cost of tuition m m m m m Academic program m m m m m
Reputation of School m m m m m
Classroom Size m m m m m
Teaching Staff m m m m m
Religious Education m m m m m
Facility m m m m m
Appendix: Survey Page 1
Please rank how satisfied you are with CLCP in the following categories from satisfied to dissatisfied:
Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Dissatisfied
Tuition m m m m m Academic program m m m m m
Reputation of school m m m m m
Classroom size m m m m m
Teaching staff m m m m m
Religious Education m m m m m
Facility m m m m m
If you are Neutral to very Dissatisfied to any of the previous categories, please explain why: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Please rank the following in order of importance from 1 being the most important to 10 being the least important to your child's education. ______ Music ______ Arts & Crafts ______ Religious Studies ______ Reading ______ Writing ______ Mathematics ______ Science ______ Fine & Large Motor Skills (Physical Activity) ______ Dramatic Play (Housekeeping, Dress-up, Puppets) ______ Socialization
Appendix: Survey Page 2
Have you ever or plan to participate in the following school functions? (Check all that applies) q PEP Teamq Field Tripsq Daddy's Nightq Mother's Teaq Christmas Programq Preschool Sundayq Family Chapel
How important is religion to your child's education? m Very Unimportantm Somewhat Unimportantm Neutralm Somewhat Importantm Very Important
Do you belong to a religious organization? m Christian Lutheran Churchm Nonem Other: ____________________
Overall, how happy is your child going to CLCP everyday (on your perception)? One being the least happy, and five being very happy m Very Unhappym Somewhat Unhappym Neither Happy or Unhappym Somewhat Happym Very Happy
If you answered the previous question "Somewhat Unhappy" or "Very Unhappy", please explain why: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Appendix: Survey Page 3
For future planning, if the Preschool were to offer other programs which would your family choose? (Check all that applies) m Infant/Toddler child-care m 5 days a week all day Preschool m 5 days a week half-day Preschool m Before 9AM child-care m Afternoon to early evening child-care What improvements would you like to see at CLCP? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ How often do you use the following social media? (For others please write in the media that you used but we have not listed.)
Never Once a month
2-3 Times a month
once a week
2-3 times a week
daily
Facebook m m m m m m Twitter m m m m m m
Instagram m m m m m m Tumblr m m m m m m
Personal Blog m m m m m m Other:
_______________ m m m m m m
What age range are you in? q Less than 16 q 16 to 19 q 20 to 24 q 25 to 34 q 35 to 44 q 45 to 54 q 55 to 64 q 65 or over
Appendix: Survey Page 4
What is your gender? m Male m Female m Prefer not to say What is your ethnicity? m Caucasian m Black or African American m Hispanic or Latino m Asian m Native American m Mixed Ethnicity (two or more) How many people are currently living in your household? ________________ People What is your relationship to the child enrolled in CLCP? ________________________________________________________________________________________________________________________________________________________ How many children do you have enrolled in CLCP? ________________ Children What city do you currently live in? ________________________________________________________________________________________________________________________________________________________ What is your annual household income? (This question is optional) m Less than $10,000 m $10,000 to $14,999 m $15,000 to $24,999 m $25,000 to $34,999 m $35,000 to $49,999 m $50,000 to $74,999 m $75,000 to $99,999 m $100,000 to $149,999 m $150,000 or more
Appendix: Survey Page 5
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