Marketing Research

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

  1. Introduction/overview

    President Clif Smart
    (approximately 2-3 minutes)

  2. University presentation

    Mr. Paul Kincaid, chief of staff and assistant to the president for university relations
    (approximately 12-15 minutes)

  3. 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)

  4. Summary

    President Clif Smart
    (approximately 1-2 minutes)

  5. Board discussion

    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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Employee survey

A second issuing of the marketing survey was given to Springfield faculty and staff to gain further insight.