Research Request Agreement Report - Marketing Research
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ResearchRequestAgreementReport.docxResearch Request Agreement Report
A. Background
The Western Connecticut State University Alumni Association allows students and Western Connecticut State University Alumni to develop mutually beneficial relationships by raising awareness of alumni philanthropy and fundraising. This association allows students and alumni to build lasting relationships with each other, as well as students, staff and the greater Danbury area.
Members of the association receive benefits and privileges including invitation to special WCSU and alumni events, career services, Alumni travel program, insurance saving programs, as well as U-Save membership and business. The purpose of the Alumni Association is to give alumni resources to stay connected to their roots at Western Connecticut State University through a number of different events on and off campus, allowing alumni of any age the opportunity to meet through a mutual interest and create personal as well as business bonds.
Problem :
Marketing Mix :
Price:
Most of the events the WCSU Alumni Association holds are at a discounted price for off campus outings. The events held on campus are either free for members or at a discounted, affordable price.
Product:
The products being offered are the events held by the Alumni Association. The Alumni Association are the ones planning and holding the events that occur either on or off campus. Events are not solely focused on any one specific major, or even involving a specific theme or topic relating to a major. The events are held in order to bring together alumni with similar interests, such as “Sip & Sculpt '', WCSU Opera, or Alumni Golf Tournament.
Place:
Majority of the events the WCSU Alumni Association holds are located on campus in Danbury, CT. However, off-campus events are offered as well. Although off-campus events may include a cost, it is at an outstandingly affordable cost and provides tickets and transportation to a given event.
Promotion:
The Alumni Association promotes events through email, social media, word of mouth, WOW Alumni, WOW Weekender, and flyers/papers posted throughout campus. This is where the Alumni Association is currently struggling. Alumni are either not receiving emails or paper mail, or are not interested enough to find out more information about the association or the event.
B. Decision Problems
1.)“How to engage alumni who graduated recently (0-10 years ago)?”
The WCSU Alumni Association would like to research the lack of engagement in Alumni events from young alumni. This discovery-oriented problem is caused by an unplanned low involvement of young WCSU alumni.
2.) “How to increase attendance from recent graduates (0-10 years)?”
The WCSU Alumni Association would like to research in what ways they can increase the amount of young alumni to attend association events on and off-campus. This discovery-oriented problem is caused by an unplanned low involvement of young WCSU alumni.
C. Research Problems
Research Problems for Decision Problem 1.
1.)Investigate student awareness of the WCSU Alumni Association.
a.) The WCSU Alumni Association needs to investigate the current student awareness of the WCSU Alumni Association. The lack of awareness of current students can be a variable as to why young alumni are not attending events.This may help the Alumni Association understand if young alumni are not attending events, it may be due to their unawareness of the association.
2.) Determine rate of young alumni attendance of events.
a.) Since the problem of the WCSU Alumni Association is focused on young alumni, those who graduated 2010 to 2020, data collected regarding attendance will give on-target numbers of what is considered low, as well as set target numbers for the future of young alumni attending events.
3.) Determine satisfaction of current Alumni Association members with events.
a.) Overall satisfaction of current Alumni Association members will help measure success of event topics and locations for future events. This will give the WCSU Alumni Association insight as to what events were most successful in attendance. This can be determined through the use of in depth surveys or interviews.
4.)Determine what media channels effectively reach alumni regarding events
a.)Understand what media channels are most effective in reaching alumni members, more specifically, young alumni. Example; Email vs. advertising.
Research Problems for Decision Problem 2
1. Determine cost associated with becoming a member of WCSU Alumni Association
a. Cost is a relative role in attendance of events for any association. Determine the cost associated with members attending events and if the cost affects attendance to any given event.
1. Determine young alumni satisfaction with WCSU
b. If students had an exceptional experience attending WCSU,would they be more likely to return? This research would involve in depth interviews of alumni to determine their overall satisfaction of WCSU and if it will affect their return.
1. Investigate Alumni interest rates to returning to WCSU
c. After students graduate, measure the rate in which they would be interested to return for Alumni activities and events.
1. Assess Target market perceptions on what would bring them back
d. Find out what alumni is interested in and take action on the events and activities that would bring them back to enjoy with the alumni association.
D. Use
The essential information the WCSU Alumni Association is looking for is the awareness of current students of the Alumni Association, as well as the awareness of the young alumni of the association. The association wants to grow as a community and expand the opportunities for Alumni to strengthen bonds and relationships with the University and other members of the association.
E. Targets and Subgroups
The researcher will collect data from the Western Connecticut State University students and young alumni. Students that will be interviewed will be junior and senior students. The alumni that will be interviewed will be those that graduated 0-10 years ago, 2010-2020.
