Case Study #19 : Image Development - Private School
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Consumer - Private Secondary School
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Research Topic
Improving image to attract better qualified students
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Research Need
Admissions office of a private secondary school wanted to compare why some families chose to enroll their student, while others chose not to apply or were accepted but did not enroll.
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Research Process
A mail survey was conducted among parents of potential students who visited the school and either enrolled, did not apply, or were accepted but chose to enroll in a different school. The survey was then repeated every two years to track changes in perceptions over time.
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Results
The research identified key perceived strengths of the school while uncovering important weaknesses or possible misperceptions of the school.
The Admissions Office and Administration were surprised to learn the specific other private schools with which they most competed - based on the other schools where families applied and chose to attend. Several opportunities were identified to improve the school, the admissions process, and perceptions of the school. Revisions were recommended for brochures, website, and the admissions process. The research also supported plans to improve athletic facilities. |
Links to Related Case Studies
Advertising Development
Mail Surveys