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"It is my opinion that a lot of companies fail because they don't procure or they don't heed the direction or the advice that good research provides them. Sandra Golden & Asociates provided invaluable research, insights and recommendations to Anoka Technical College. The additional benefit of a motivational, campus-wide marketing workshop (conducted by the Goldens) helped to communicate to the majority of the staff and faculty the meaning, the importance, and their influence to the success of our marketing/enrollment/retention activities. I am very pleased with the results of our branding campaign that coincided with our enrollment management campaign. It was all based on solid research; for that, I have Sandra Golden & Asociates to thank." Catherine Doucette, former Marketing & Communications Director, Anoka Technical College

Research

Effective research can help your college:

• Establish a concrete data base for forecasting and making sound marketing decisions.
• Provide a baseline for assessing and evaluating future marketing activities.

Sandra Golden & Associates has experts who not only have experience in marketing research, but who also have extensive backgrounds as practitioners in two-year colleges and know how to develop research that really gives answers that help colleges market more effectively.

Objectives of research:

Typical surveys done with community residents, businesses and/or students can help obtain information such as:

• Public awareness of the college, its programs and your competition and the sources from which they gain this awareness (e.g. media, others)
• Attitudes, perceptions, image, satisfaction with services and experiences concerning the college
• Key benefits important to your target audiences when considering an institution of higher education
• Test attitudes and demands for programs you may be considering; e.g. weekend college, Internet, etc.
• Establish relevant needs and attitudes of specific target markets through the use of cross-tabs; e.g. geographic, age, gender, ethnicity

Included in research activities:

• Advance analysis of basic college material
• Survey design and implementation, using approaches including phone surveys, focus groups and direct mail
• Analysis of data and preparation of report
• Unlimited cross-tabs
• Presentation of final findings and marketing implications
• Use of implications in planning and presenting marketing workshop and developing of marketing plan

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