COM 403 Strategic Communication

Theory & Research

Marketing Research Plan PresentationStudent Presenters:Tifphanie Stafford

Carla MordicaRebecca Weider

Overview• Research Problem

• Creative Messaging

• Research Methodology

• Results

• Strategic Recommendations

• Client Questions

Research ProblemDecline in Spring enrollment at Flagler

College Tallahassee

2008 2009 2010 2011 2012 2013 2014 2015 20160

102030405060708090

100

BackgroundingSome factors that contribute to a

students decision to attend a particular college include: U.S. News & World Report –Cost

–Quality Education–Convenience

Creative Messaging-CostThe FRAG will cover approximately 1/3 to 1/2 of student

tuition per year. After the FRAG is applied, students are paying the same amount for tuition as TCC students

Furthering your education can be hectic and stressful. Why not…

More than 90% of Flagler students receive financial assistance…

The FRAG will cover 1/3 to 1/2 of student tuition per year. After

Tuition is $225 per credit hour and many students qualify for…

0 5 10 15 20 25 30

28

Creative Messaging-Quality Education

Professors must prove that they have real-world experience

Flagler College -Tallahassee is a regionally accredited…

Flagler College-Tallahassee has a 70% eligibility rate…

Professors who are hired at Flagler College Tallahas…

Flagler College-Tallahassee offers Bachelor of Arts…

0 5 10 15 20 25 30 35

33

Creative Messaging-ConvenienceSmaller class sizes allow the opportunity to have face to

face interaction with professors

Conveniently located on the campus of Tallahassee…

Flagler College-Tallahassee offers day and evening…

Smaller class sizes allow the opportunity to have…

0 5 10 15 20 25 30 35 40

35

It’s About The Process

Research Methodology

• Confirmatory/Quantitative– Survey

• In person• Online survey

(SurveyMonkey)• 100 Participants• Collegiate

Paraphernalia– Incentives

Results• 93% of participants were TCC students

• 81% of participants plan to continue college after an AA/AS Degree

• 14,000 students attended TCC in 2015– 77% of TCC student body is aware of

Flagler College Tallahassee– 23% have never seen Flagler advertising

Survey Results-Cost• The cost of education is important to

81% of participants

• 55% of participants receive financial aid

• FRAG (Florida Access Grant) – 74% of participants have no

knowledge of FRAG– $1,500 per semester–Covers 1/3 to 1/2 of student tuition

Survey Results-Quality Education

• 41% of participants would most likely enroll in the Business Administration program

• 33% of participants prefer Professors who have real world hands on experience

• 27% of participants were non responsive when surveyed on which programs they were likely to enroll in

– STEM program/IT

Survey Results-Convenience• Located on TCC Campus

– 21% of participants ride the bus• 44% of participants live within 5 miles of campus• Same bus schedules that are familiar

• Day & evening classes to meet the needs of traditional & non-traditional students– 41% of participants think non

traditional classes (after 5:00pm) are more appealing

Strategic Recommendations-

Cost• Extreme intergraded marketing to raise

awareness about FRAG• Social Media /OOH-Bus Wraps /Guerilla/ Classroom Visits /Community Awareness /Campaigns  /On & Off Campus Events

• Radio & TV advertising (currently 0/0)

Strategic Recommendations-Quality Education

• Focus groups for discovery and insight (Why NOT choose Flagler?)•Exploring the thoughts of different individuals •Observe social interaction

Strategic Recommendations-

Convenience• Follow-up with surveys to make

quantitative inferences after focus groups

• Target more non-traditional students

–Night classes

Strategic Recommendations

• Personnel –Marketing staff  –Planning –Flagler-Tallahassee Paraphernalia  

Integrated Marketing at it’s BEST...or NOT!

ST. AUGUSTINE

TALLAHASSEE

A Word From Dean Parks

Client Questions?