CHEC Research Proposal

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CHEC Research Proposal

• Oct. 20, 2006

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I. History

• CHEEA was founded for the purpose of using fairs
  to expose more students to Canadian Christian
  College Fairs (2000).
• In January, 2006, CHEEA merged under the banner
  of the EFC and CHEC.
• At this time the CHEC Council asked EMFT to
  expand its scope beyond the college and
  university fair to other initiatives which could
  attract more students to our institutions.

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I. History

• Our goal
• Expand Christian Higher education awareness,
  understanding and recruitment activities to
  impact student enrolment and mission fulfillment
  for CHEC members.

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I. History

• The EMFT began this task by adopting a common
  marketing framework
• Understand the Market (Research)
• Create Value (Marketing Plan)
• Deliver Value (Sales Plan)
• Manage Value (Evaluative Research)

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I. History

• We wanted to ensure that a landmark
  collaborative marketing initiative like this be
  is based on the right information. Since there
  is very little collective market research the
  EMFT determined that this process would be best
  supported by reliable data and external guidance
  expertise.

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I. History

• Overview
• January Research-based marketing strategy
  adopted
• Feb./Mar. RFPs and review of proposals
• May Approval of IR proposal by CHEC Council
• Creation of research working team
• June/Aug. Proposal refinement, funding strategy
  development and collaboration
• Oct. CHEC member interaction

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II. Research Goals

• There are three goals we want to accomplish
  through this research
• A. Market Identification
• - Who, how many, where?
• B. Student Decision Making Factors
• - Values, attitudes beliefs, influencers
• C. Future Marketing and Branding
• - How results impact CHEC, our collective
  marketing planning and individual school
  enrolment planning
• Currently developing seminary and graduate school
  research integration strategy.

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IV. Further Details

• Project Leaders from Ipsos Reid
• Dr. Daniel Savas Project Leader
• - 14 years of experience
• - Actively involved in marketing, image and
  positioning strategies for many higher education
  institutions
• Andrew Grenville Strategic Advisor
• - 15 years of experience
• - Manages all North American research on
  religion, society and politics