At the August 2012 meeting, the Board of Governors approved a contract to conduct a comprehensive market research project. The project was to focus on recruitment and retention of students to have a positive impact on enrollment.
Board of Governors marketing discussion agenda
Thursday, May 16, 2013
President Clif Smart
(approximately 2-3 minutes)
Mr. Paul Kincaid, chief of staff and assistant to the president for university relations
(approximately 12-15 minutes)
Market research presentation
Ms. Amy Crosby, senior account representative, Penn Schoen Berland (PSB), and lead researcher for Missouri State project
Introduced by Mr. Paul Kincaid
(approximately 20 minutes)
- Market Research Introduction
- Phase II Quantitative Report Executive Summary
- Phase II Quantitative Report Full Report
- Audience Demographics
- Phase II Appendix: Message Scores; Audience Breakouts
President Clif Smart
(approximately 1-2 minutes)
Led by Mr. Orv Kimbrough, chair, Board of Governors
(approximately 30-45 minutes)
Three decision points for the Board's discussion:
Are the research findings generally consistent with your own understanding of the University? What research findings do you find the most surprising?
- Do you concur that messages should flow from the research? Should we find a way to conduct research on a regular basis to supplement this comprehensive study?
- Would this be a good topic to follow up on during the August Board Retreat?
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College specific reads
In addition to the full quantitative study, PSB conducted a series of college specific questions among current undergraduate and graduate students to gauge perceptions.
PSB conducted quantitative online surveys among historically excluded audiences.
A second issuing of the marketing survey was given to Springfield faculty and staff to gain further insight.
Marketing plan presentation
Cranford Johnson Robinson Woods (CJRW) developed marketing recommendations based on the research conducted.