Community Consulting Club

1
Community Consulting ClubAnn 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 students 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
Our Initial Approach
Sowmya and Erkin
Mike and Neeta

• Database and Class Schedule Analysis
• Everything
• Target classes

• Survey Creation
• Student Types
• Current
• Dropped
• Never signed up
• Zoomerang

• Attend target classes for addresses and
  introduction

5
Our Learnings
Sowmya and Erkin
Mike and Neeta

• Surveys need a critical mass to be statistically
  significant
• Wording of questions is critical
• There must be an incentive for survey completion

• The Everything database is not valuable for this
  engagement
• Acquired email addresses from Jareds database

• 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