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Community Consulting Club & Ann Arbor Art Center

Market research project aimed at improving adult art education program. Analysis, recommendations, and plan for future enrollment. Using surveys and database analysis to understand student needs and perceptions. Focus on enhancing program strengths and addressing weaknesses.

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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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