At the August 2012 meeting, the Board of Governors approved a contract to conduct a comprehensive market research project. The project was to focus on recruitment and retention of students to have a positive impact on enrollment.
Two phases
The partnership of Penn Schoen Berland (PSB), a global research-based consultancy from Washington, D.C., and Cranford Johnson Robinson Woods (CJRW), an advertising, marketing and strategic communications agency, from Little Rock, Ark. comprise the agencies awarded the project.
- PSB conducted quantitative online and phone surveys for Missouri State from Nov. 17, 2012-March 1, 2013, which included a full quantitative study, as well as college specific surveys to gauge perceptions and performance.
- Following the presentation of the research findings, CJRW, under the direction of senior account executive Luis Gonzalez, will be developing marketing plans. These plans will be presented to Missouri State for consideration and possible implementation by existing University staff members.
Additional components
There are two other parts of the market research project:
- First, specific research has been conducted for all six academic colleges, the graduate college, the Darr School of Agriculture, and Outreach. The results of this research will be presented to the colleges in June, with the marketing plans presented in August.
- Second, specific research also is being conducted on diversity of the student body. This research will be completed in the near future and then presented to the University, along with the marketing plan recommendations.
Presentations and results
University relations is publicly posting the findings and recommendations as they become available.
Several years ago
