CLCP MARKETING RESEARCH

Nathan NguyenJared Laird

Margarette Bou

Agenda• Competitive Analysis• Research Summary• Survey Highlights• Digital Marketing

Competitors A- CLCP

B- Peace Place Learning CenterC- Busy Kids Early Enrichment and Preschool

D- Kid’s World FerndaleE- Redeemer Lutheran ChurchF- Pioneer Meadows Montessori

Competitors:Days per Week

CLCP Redeemer Lutheran Church

Montessori Preschool & Kindergarten

Peace Place Learning

2 $100/mo

$100/mo $220/mo $192/mo*

3 $150/mo

$150/mo $250/mo $288/mo

4 $275/mo $480/mo*Based off of Daily rate of $32 for potty trained

Montessori: • Biggest competitor• Bilingual • Variety of programs (Cooking, science projects, spanish lessons)

Future Planning Options

Infan

t Chil

d Care

5 day

s a wee

k all d

ay pr

escho

ol

5 day

s a wee

k half

-day p

resch

ool

Before

9AM Chil

d-Care

Afterno

on to

early

even

ing ch

ild-ca

re0%

10%20%30%40%50%60%70%80%90%

100%

24%

73%

42%

88% 91%

Options respondents would choose

Perc

enta

ge

Percentage reflects respondents who identified they would choose the following option.

Subjects Ranked by ImportanceEducational Subject RankingReligious Studies 1Reading 1Socialization 1Writing 2Mathematics 4Music 5 Arts & Crafts 5Science 6Fine & Large Motor Skills

9

Dramatic Play 10

* or 8

Number of people specified that all of the subjects were important to their child’s education.

Ranked 1 – 10:1 being the most important10 being the least important

Religious Organizations:

None34%

Other66%

Respondents who belong to a religious or-ganization

Others include:• Cornwall Church (15%)• Mormon (9.1%)• CTK (6.1%)• Good news Fellowship Church

(6.1%)• and more

*No respondents specified CLC

Ideal Preschool Ratings

Neither Important nor Unimportant

Very Important

Extremely Important

Tuition

Religious Education

Classroom Size

Reputation

Teaching Staff 4.65

Academic Program

Facility

*Teaching staff is the most important attribute to parents *CLCP rated from average 4.52 to 4.85*Chart out of 1-5 (Not at all important to Extremely Important)

Survey insight• Broke respondents into two categories by response to:

• “How important is religion to your child’s education?”• Found that people who specified religion being more important

rated CLCP slightly higher than those who didn’t (unimportant to neutral / important)

Unimportant/Neutral

Important/Very Important

Classroom Size 4.36 4.95Teaching Staff 4.64 4.91Religious Education

3.73 4.95

Facility 4.27 4.911 = dissatisfied, 2 = somewhat dissatisfied, 3 = neutral, 4= somewhat satisfied, 5 = satisfied

What people wrote:Regarding CLCP Evaluation:Neutral Religious:Found out wasn’t as important as thoughtNot certain of the full extent of religious education being taughtPastor not consistently be thereNeutral Teaching Staff:Doesn’t feel like there’s a lot of teacher interaction because so many parents & students at drop off

Improvements:More teacher support – assistanceHigher use of technology for communication of teachers and parents.More room at pick-up drop off pointWish more communication between teachers and parentsPrioritization of listening to teachers.

What people lovedWonderful job! Child is thriving and only wishes she could go every day.Teachers are awesomeEveryone is doing a wonderful job. Thankful for the director – seems to really care about child’s education[teacher’s have an] amazing amount of knowledge & experience. Huge part of why I chose CLCP.

What this tells us• Expansion options:

• Afternoon to early evening childcare (90.9%)• Before 9am child-care (87.9%)• 5 days a week all day preschool (72%)

• Emphasizes importance of marketing through community churches & focusing on promoting teaching staff and religious education

• Build on individualized care, amazing teaching staff, and teacher communications

How people found out about the school

Friends32%

Drove By10%

Neighbor6%Have Children as Alumni

3%

Attended CLCP themselves13%

Family32%

Online Search3%

How respondents found out about CLCP

Word of

Mouth

Website

Social Media

Never Once a Week 2-3 Times a Week Daily 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

12.1%3.0% 6.1%

78.8%

Respondent's Usage of Facebook

Facebook Usage Categories

Perc

enta

ge o

f Res

pond

ents

Word of

Mouth

Primary Marketing Tool

Social Media

Use Social Media to enhance the quality of word of mouth spread

Capture the Moment Technique

Website

Primary Touch Point for Prospective Parents

Keep the Website Clean, Fresh, and inviting. A dedicated Website, not just a tab in the CLC’s website

Thank you!