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Community Consulting Club & Ann Arbor Art Center

Community Consulting Club & Ann Arbor Art Center. Market Research: Improving the Adult Art Education Program. Thom Bales, Sowmya Rajagopalan, Neeta Mulgaokar Mike Gallerstein, Erkin Aydin. Nov. 7, 2001. Situation Analysis. Engagement Letter Adult Education is a primary means for revenue

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Community Consulting Club & Ann Arbor Art Center

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  1. Community Consulting Club&Ann Arbor Art Center Market Research: Improving the Adult Art Education Program Thom Bales, Sowmya Rajagopalan, Neeta Mulgaokar Mike Gallerstein, Erkin Aydin Nov. 7, 2001

  2. Situation Analysis • Engagement Letter • Adult Education is a primary means for revenue • Adult Education program is not growing • Need to Answer Fundamental Questions • 1) What prompts the current student to take art classes? • 2) Why some students enroll in classes and then drop out? • 3) Why do some students express an interest in classes and then don't enroll? • 4) What are the student’s needs, and what is their perception of the strengths/weaknesses of the program and its marketing?

  3. Deliverables • Mid-point review (here we are!) • Summary and analysis of findings of the posed questions • Recommendations and improvement plan to increase future enrollment in the adult art education program and how to make this evaluation systemic to the Art Center. • Final Presentation

  4. Database and Class Schedule Analysis Everything Target classes Survey Creation Student Types Current Dropped Never signed up Zoomerang Our Initial Approach Sowmya and Erkin Mike and Neeta • Attend target classes for addresses and introduction

  5. The Everything database is not valuable for this engagement Acquired email addresses from Jared’s database Surveys need a critical mass to be statistically significant Wording of questions is critical There must be an incentive for survey completion Our Learnings Sowmya and Erkin Mike and Neeta • Classes are not conducive to a set time for survey completion • People are reluctant to give out information and complete surveys • There is an additional group working with the Art Center that will overlap with our work • Teachers need to be informed of the importance of this work to the art center and our visits.

  6. Moving Forward with a Plan • Survey • One general survey • Distribute in class and online • Week of 11/12 for distribution • Art Center assistance in distribution and gathering • Analysis Week of 11/19 (we only have 10 days) • Critical need for incentive • Database • Clear need for upgrading (in progress) • Our task, determine what information can be tracked to create a systemic means for improving the art program

  7. Survey Review • Check it out! • Feedback? • Expected Correlation Types

  8. Work Session

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