CLCP Final Draft book

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


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


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


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.



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.



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


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


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: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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


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


Documents

CLCP Final Draft book