CTN Hotline StudioA Marketing Strategy Project Final Presentationpresented by University of Michigans Community Consulting ClubDecember 9, 2002

Focus QuestionsMethodsSurvey Statistics OverviewStatistics for UsersStatistics for Non-UsersLaunch PlanLong-term ConsiderationsFinancial ImplicationsAgenda

Focus QuestionsHow well does the Hotline Studio meet the needs of nonprofit organizations?How can Hotline Studios participation process be as user friendly and streamlined as possible?What are the best means to increase participation in the Hotline Studio?

MethodsResearched CTN offerings in order to position Hotline StudioBenchmarked similar studiosDeveloped survey to assess needs of NPO

Number of surveys sent: 300Total number respondents: 80 (23.7%)Users: 43 (53.8%)Non-users: 37 (46.2%)

Survey Statistics Overview

Have you used Community Television Network (CTN) in the last? (One month, three months, six months, one year, more than a year)

Statistics for Users

Chart3

0.1627906977

0.1627906977

0.1395348837

0.1860465116

0.3488372093

One month16%

Three months16%

More than one year35%

Six months14%

One year19%

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1120%

Access Ann Arbor1630%

Acess Soapbox1935%

Other, Please specify815%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Sheet3

Statistics for UsersHow did you first hear about CTN?

Chart5

0.3333333333

0

0

0

0.4285714286

0.2380952381

Other24%

TV33%

Friend43%

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1120%

Access Ann Arbor1630%

Acess Soapbox1935%

Other, Please specify815%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Friend43%

TV33%

Other24%

Sheet3

Statistics for UsersWhich of the following CTN services do you use?

Chart7

0.2558139535

0.3720930233

0.4418604651

0.1860465116

Other

Access Soapbox

Access Ann Arbor

Full Studio

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1126%

Access Ann Arbor1637%

Acess Soapbox1944%

Other, Please specify819%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Friend43%

TV33%

Other24%

Sheet3

Full Studio

Access Ann Arbor

Access Soapbox

Other

Statistics for UsersWhat is your overall perception of CTN?

Chart8

0.025

0.075

0.175

0.425

0.3

Favorable---->

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1126%

Access Ann Arbor1637%

Acess Soapbox1944%

Other, Please specify819%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

0

0

0

0

0

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

0

0

0

0

0

0

Friend43%

TV33%

Other24%

Sheet3

0

0

0

0

Full Studio

Access Ann Arbor

Access Soapbox

Other

0

0

0

0

0

Favourable---->

Statistics for UsersWould you recommend CTN to other Nonprofit Organizations?(1 definitely not, 5 definitely)

Chart12

0

0.0238095238

0.1428571429

0.1904761905

0.6428571429

Recommendation---->

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1126%

Access Ann Arbor1637%

Acess Soapbox1944%

Other, Please specify819%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Friend43%

TV33%

Other24%

Sheet3

Full Studio

Access Ann Arbor

Access Soapbox

Other

Favourable---->

Importance----->

Technical training

Content training

Technical assistance

Content assistance

Ease of use

Recommendation---->

Statistics for UsersHow difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show? (1 not difficult, 5 very difficult)

Chart16

0.0512820513

0.1282051282

0.4358974359

0.1794871795

0.2051282051

Difficulty------>

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1126%

Access Ann Arbor1637%

Acess Soapbox1944%

Other, Please specify819%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Friend43%

TV33%

Other24%

Sheet3

Full Studio

Access Ann Arbor

Access Soapbox

Other

Favourable---->

Importance----->

Technical training

Content training

Technical assistance

Content assistance

Ease of use

Recommendation---->

Six months14%

One year19%

Unsure29%

Six months38%

Yes54%

No46%

Difficulty------>

Statistics for UsersBased on this description, could Hotline STUDIO be used to produce your current programs? Yes 54%No 46%Do you see an opportunity to use Hotline STUDIO for programs that your organization is not currently producing? Yes 54%No 46%

Statistics for UsersLikesFriendly and helpful staffEffective and efficient means of reaching the communityFreeDislikesUncomfortable with technical process

Statistics for Non-UsersPrior to receiving this survey had you ever heard of Community Television Network (CTN) before? Yes 71%No29%If your answer to #4 was yes, how did you first hear about CTN?

Chart11

0.32

0

0

0

0.48

0.2

Other20%

TV32%

Friend48%

Sheet1

When publicizing your organzations' mission, which methods are more effective

tv48%

newspaper1531%

radio36%

internet1531%

other word of muth114823%

When publicizing your organization's events, which method is most effective?

tv614%

newspaper1943%

radio1023%

internet94420%

When promoting your organization, how effective do you find each of the following types of media?

12345

not effectivevery effective

tv877512.4285714286

newspaper3513853.2058823529

radio868902.5806451613

internet18121033.1764705882

Prior to receiving this survey had you ever heard of Community Television Network (CTN) before

yes2571%

no1029%

If your answer to #4 was yes, how did you first hear about CTN? Please choose one answer only.

tv832.0%

radio00.0%

magazine00.0%

newspaper00.0%

friend1248.0%

havent heard of it before3

other520.0%

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."

12345

not importantimportant

ease of use01211174.4193548387

content assistance25101163.4117647059

technical assistance01110234.5714285714

content training3610863.2424242424

technical training01411184.3529411765

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."useful

12345

not usefuluseful

explaining your organization's mission14611113.8181818182

recruiting volunteers1791163.4117647059

providing educational content1381283.71875

hosting call-in show1394612.1818181818

promoting events2289133.8529411765

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show.

notdifficult 113%

2515%

3926%

41132%

5 very difficult824%

How interested is your organization in using HOTLINE STUDIO?

not interested 1412%

2515%

31133%

4927%

5 very interested412%

Sheet1

0.0833333333

0.3125

0.0625

0.3125

0.2291666667

Other23%

Intenet31%

Radio6%

Newspaper32%

TV8%

Sheet2

0

0

0

0

Internet20%

Radio23%

Newspaper43%

TV14%

Sheet3

0

0

0

0

Importance--->

Internet

Radio

Newspaper

TV

0

0

0

0

0

0

0

Friend48%

TV32%

Other20%

Statistics for Non-UsersWhen promoting your organization, how effective do you find each of the following types of media?

Chart7

2.4285714286

3.2058823529

2.5806451613

3.1764705882

Importance--->

TV

Newspaper

Radio

Internet

Sheet1

When publicizing your organzations' mission, which methods are more effective

tv48%

newspaper1531%

radio36%

internet1531%

other word of muth114823%

When publicizing your organization's events, which method is most effective?

tv614%

newspaper1943%

radio1023%

internet94420%

When promoting your organization, how effective do you find each of the following types of media?

12345

not effectivevery effective

tv877512.4285714286

newspaper3513853.2058823529

radio868902.5806451613

internet18121033.1764705882

tv29%25%25%18%4%

newpaper9%15%38%24%15%

radio0.25806451610.19354838710.25806451610.29032258060

internet

Prior to receiving this survey had you ever heard of Community Television Network (CTN) before

yes2571%

no1029%

If your answer to #4 was yes, how did you first hear about CTN? Please choose one answer only.

tv829%

radio00%

magazine00%

newspaper00%

friend1243%

havent heard of it before311%

other518%

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."

12345

not importantimportant

ease of use01211174.4193548387

content assistance25101163.4117647059

technical assistance01110234.5714285714

content training3610863.2424242424

technical training01411184.3529411765

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."useful

12345

not usefuluseful

explaining your organization's mission14611113.8181818182

recruiting volunteers1791163.4117647059

providing educational content1381283.71875

hosting call-in show1394612.1818181818

promoting events2289133.8529411765

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show.

notdifficult 113%

2515%

3926%

41132%

5 very difficult824%

How interested is your organization in using HOTLINE STUDIO?

not interested 1412%

2515%

31133%

4927%

5 very interested412%

Sheet1

Other23%

Intenet31%

Radio6%

Newspaper32%

TV8%

Sheet2

Internet20%

Radio23%

Newspaper43%

TV14%

Sheet3

Importance--->

Internet

Radio

Newspaper

TV

Statistics for Non-UsersHow useful would a television program be to help your organization with the following activities? (1 not useful, 5 useful)

Chart14

3.8181818182

3.4117647059

3.71875

2.1818181818

3.8529411765

Promoting mission

Recruiting volunteers

Providing educational content

Call-in show

Promoting events

Sheet1

When publicizing your organzations' mission, which methods are more effective

tv48%

newspaper1531%

radio36%

internet1531%

other word of muth114823%

When publicizing your organization's events, which method is most effective?

tv614%

newspaper1943%

radio1023%

internet94420%

When promoting your organization, how effective do you find each of the following types of media?

12345

not effectivevery effective

tv877512.4285714286

newspaper3513853.2058823529

radio868902.5806451613

internet18121033.1764705882

Prior to receiving this survey had you ever heard of Community Television Network (CTN) before

yes2571%

no1029%

If your answer to #4 was yes, how did you first hear about CTN? Please choose one answer only.

tv832.0%

radio00.0%

magazine00.0%

newspaper00.0%

friend1248.0%

havent heard of it before3

other520.0%

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."

12345

not importantimportant

ease of use01211174.4193548387

content assistance25101163.4117647059

technical assistance01110234.5714285714

content training3610863.2424242424

technical training01411184.3529411765

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."useful

12345

not usefuluseful

explaining your organization's mission14611113.8181818182

recruiting volunteers1791163.4117647059

providing educational content1381283.71875

hosting call-in show1394612.1818181818

promoting events2289133.8529411765

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show.

notdifficult 113%

2515%

3926%

41132%

5 very difficult824%

How interested is your organization in using HOTLINE STUDIO?

not interested 1412%

2515%

31133%

4927%

5 very interested412%

Sheet1

0.0833333333

0.3125

0.0625

0.3125

0.2291666667

Other23%

Intenet31%

Radio6%

Newspaper32%

TV8%

Sheet2

0

0

0

0

Internet20%

Radio23%

Newspaper43%

TV14%

Sheet3

0

0

0

0

Importance--->

Internet

Radio

Newspaper

TV

0

0

0

0

0

0

0

Friend48%

TV32%

Other20%

0

0

0

0

0

Technical training

Content training

Technical assistance

Content assistance

Ease of use

0

0

0

0

0

Promoting events

Call-in show

Providing educational content

Recruiting volunteers

Promoting mission

Statistics for Non-UsersHow difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show?

Chart1

0.0294117647

0.1470588235

0.2647058824

0.3235294118

0.2352941176

Difficulty------>

Sheet1

When publicizing your organzations' mission, which methods are more effective

tv48%

newspaper1531%

radio36%

internet1531%

other word of muth114823%

When publicizing your organization's events, which method is most effective?

tv614%

newspaper1943%

radio1023%

internet94420%

When promoting your organization, how effective do you find each of the following types of media?

12345

not effectivevery effective

tv877512.4285714286

newspaper3513853.2058823529

radio868902.5806451613

internet18121033.1764705882

Prior to receiving this survey had you ever heard of Community Television Network (CTN) before

yes2571%

no1029%

If your answer to #4 was yes, how did you first hear about CTN? Please choose one answer only.

tv829%

radio00%

magazine00%

newspaper00%

friend1243%

havent heard of it before311%

other518%

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."

12345

not importantimportant

ease of use01211174.4193548387

content assistance25101163.4117647059

technical assistance01110234.5714285714

content training3610863.2424242424

technical training01411184.3529411765

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."useful

12345

not usefuluseful

explaining your organization's mission14611113.8181818182

recruiting volunteers1791163.4117647059

providing educational content1381283.71875

hosting call-in show1394612.1818181818

promoting events2289133.8529411765

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show.

notdifficult 113%

2515%

3926%

41132%

5 very difficult824%

How interested is your organization in using HOTLINE STUDIO?

not interested 1412%

2515%

31133%

4927%

5 very interested412%

Sheet1

TV

Newspaper

Radio

Internet

Sheet2

Other23%

Intenet31%

Radio6%

Newspaper32%

TV8%

Sheet3

Difficulty------>

Statistics for Non-UsersHow interested is your organization in using Hotline STUDIO? (1 not interested, 5 interested)

Chart2

0.1212121212

0.1515151515

0.3333333333

0.2727272727

0.1212121212

Interest----->

Sheet1

When publicizing your organzations' mission, which methods are more effective

tv48%

newspaper1531%

radio36%

internet1531%

other word of muth114823%

When publicizing your organization's events, which method is most effective?

tv614%

newspaper1943%

radio1023%

internet94420%

When promoting your organization, how effective do you find each of the following types of media?

12345

not effectivevery effective

tv877512.4285714286

newspaper3513853.2058823529

radio868902.5806451613

internet18121033.1764705882

Prior to receiving this survey had you ever heard of Community Television Network (CTN) before

yes2571%

no1029%

If your answer to #4 was yes, how did you first hear about CTN? Please choose one answer only.

tv829%

radio00%

magazine00%

newspaper00%

friend1243%

havent heard of it before311%

other518%

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."

12345

not importantimportant

ease of use01211174.4193548387

content assistance25101163.4117647059

technical assistance01110234.5714285714

content training3610863.2424242424

technical training01411184.3529411765

Based on the description, please rate the determining characteristics, which would facilitate your use of CTN facilities. Choose one answer for each attribute on a scale of 1 to 5, where 1 is "Not Important" and 5 is "Highly Important."useful

12345

not usefuluseful

explaining your organization's mission14611113.8181818182

recruiting volunteers1791163.4117647059

providing educational content1381283.71875

hosting call-in show1394612.1818181818

promoting events2289133.8529411765

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show.

notdifficult 113%

2515%

3926%

41132%

5 very difficult824%

How interested is your organization in using HOTLINE STUDIO?

not interested 1412%

2515%

31133%

4927%

5 very interested412%

Sheet1

TV

Newspaper

Radio

Internet

Sheet2

Other23%

Intenet31%

Radio6%

Newspaper32%

TV8%

Sheet3

Difficulty------>

Interest----->

Statistics for Non-UsersBenefitsPublic exposureCommunity outreachEasier to use than full studioDrawbacksTime is a major factor even after describing the Hotline Studio

Workshop CompressionUser Migration from Access Ann ArborWebsite PromotionPublic Service AnnouncementHotline Studio CommercialLaunch Plan

Special Invitation Reception and TourInclude Hotline Studio collateral in all direct mailings between now and next workshopLaunch Plan continued

Launch PlanWorkshop CompressionHow much training would you expect to receive before using the new studio?

Chart18

0.4117647059

0.3529411765

0.1764705882

0.0294117647

0.0294117647

7-9 hrs

3-5 hrs

5-7 hrs

9-11 hrs

11+ hrs

Sheet1

Have you used Community Television Network (CTN) in the last:

One Month716%

Three Months716%

Six Months614%Mean around 10 and 1/2 months

One Year819%

More Than One Year1535%

43

How did you first hear about CTN?

TV1433%

Radio00%

Magazine00%

Newspaper00%33%

Friend/relative/business associate1843%43%

Other1024%participantsurveybinder24%

Which of the following CTN services do you use?

Full Studio1126%

Access Ann Arbor1637%

Acess Soapbox1944%

Other, Please specify819%press release

What is your overall perception of CTN?

Unfavorable 1.13%

238%

3718%

41743%

Favourable 51230%

Please rate the importance of each of the following1 Not important2345 Very imprtant

Ease of use11512224.2926829268

Content Assistance1714983.4102564103

Technical Assistance11012184.1219512195

Content Training5616763.075

Technical Training7411693.1621621622

Would you recommend CTN to other non-profits

Definitely Not 10%

212%

3614%

4819%

Definetly 52764%

Do you plan to use CTN in next

3 months1638%

6 months614%

1 year819%

Unsure1229%

Dont Plan to use00%

Based on description, how likely is your organization to use HTL studio

Unlikely 1717%

2819%

31331%

4512%

Very Likely 5921%

Based on this description, could HOTLINE STUDIO be used to produce your current programs?

Yes2154%

No1846%

Do you see an opportunity to use HOTLINE STUDIO for programs that your organization is not currently producing?

Yes2054%

No1746%

How difficult do you think it would be to use HOTLINE STUDIO to produce a 20-30 minute show?

Not difficult 125%

2513%

31744%

4718%

Very Difficult 5821%

How much training would you expect to receive before using the new studio?

3-5 hrs1441%

5-7 Hrs1235%

7-9 Hrs618%

9-11 Hrs13%

11+13%

Please provide any further comments you may have.

Sheet1

One year19%

Six months14%

More than one year35%

Three months16%

One month16%

Sheet2

Friend43%

TV33%

Other24%

Sheet3

Full Studio

Access Ann Arbor

Access Soapbox

Other

Favourable---->

Importance----->

Technical training

Content training

Technical assistance

Content assistance

Ease of use

Recommendation---->

Six months14%

One year19%

Unsure29%

Six months38%

Yes54%

No46%

Difficulty------>

7-9 hrs

11+ hrs

9-11 hrs

5-7 hrs

3-5 hrs

Workshop CompressionUser Migration from Access Ann ArborWebsite PromotionPublic Service AnnouncementHotline Studio CommercialLaunch Plan

Launch PlanUser Migration from Access Ann ArborPositioning Constraints of Access Ann ArborCTN resourcesAppropriate Content

Workshop CompressionUser Migration from Access Ann ArborWebsite PromotionPublic Service AnnouncementHotline Studio CommercialLaunch Plan

Launch PlanWebsite PromotionFeature New Star on multiple pages Add text about Hotline StudioDevelop Hotline Studio pageNew

Workshop CompressionUser Migration from Access Ann ArborWebsite PromotionPublic Service AnnouncementHotline Studio CommercialLaunch Plan

CTN Announces.Hotline STUDIO

Available now to all Ann Arbor residents and Non-Profit Organizations. Call 734-769-7422 to register!www.a2ctn.orgIts easy, let CTN show you howNeed to recruit volunteers?Have a fundraiser coming up?Have a message you want to share?Be the star of your own show!!!!

Workshop CompressionSwitch to Hotline Studio from Access Ann ArborWebsite PromotionPublic Service AnnouncementHotline Studio CommercialLaunch Plan

Launch PlanHotline Studio CommercialWho:StaffWhat:Tour, Components, Phone #/WebsiteWhere:Channel 17, Website

Special Invitation Reception and TourInclude Hotline Studio collateral in all direct mailings between now and next workshopLaunch Plan continued

Launch PlanSpecial Invitation Reception and TourIntroduction of conceptStudio descriptionTourIdea generationPast examplesBrainstorming

Special Invitation Reception and TourInclude Hotline Studio collateral in all direct mailings between now and next workshopLaunch Plan continued

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsWebsite EnhancementsStreamline text Online interactive capabilitiesVideo capabilities

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsIncrease Workshop FlexibilityCross-train facilitatorContingencyAlternate day/time Full day SaturdayOther weekdays besides Wednesdays

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsEvaluation After ProductionEvaluateStudio likes/dislikesShow likes/dislikesStaff assistance needed?

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsSemi-Annual SurveyTargeted to Hotline Studio usersCapture any change in attitude after production and airingMeasure SatisfactionIntent to use again

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsCreate Promotional VideoTargeted to NonprofitsIncludes:TestimonialsHow-toIntent:Promote StudioStimulate Ideas

Website enhancementsIncrease workshop flexibilityEvaluation after productionSemi-annual surveyCreate promotional videoBrand Hotline Studio Long Term Considerations

Long Term ConsiderationsBrand Hotline StudioTagline to emphasize outreachEmphasize benefitsPromotion, Recruitment, Community ConnectionDe-emphasize Fear FactorsLive, Call-in

These are the three questions outlined in the original Letter of Engagement.WOM is powerfulDifficulty hurdleNeed assistance with creativity

Very few trends range of everything from parking to training. Only thing repeated is the perceived highly technical nature of producing a show.Word of mouth is a powerful advertisement for CTNCall-in show may not be an appropriate attribute to promote at least in the short termDifficulty perception needs to be overcome as expected, higher for non-users