Transcript Slide 1

CHEC Research Proposal
Oct. 20, 2006
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.
I. History
Our goal:
Expand Christian Higher education
awareness, understanding and
recruitment activities to impact student
enrolment and mission fulfillment for
CHEC members.
I. History
The EMFT began this task by adopting a
common marketing framework:
1.
2.
3.
4.
Understand the Market (Research)
Create Value (Marketing Plan)
Deliver Value (Sales Plan)
Manage Value (Evaluative Research)
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.
I. History
Overview
January
Research-based marketing strategy
adopted
Feb./Mar. RFP’s 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
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.
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