May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

Marketing Research Group Project

Background

Students will use ideas discussed in the course to develop a strategic marketing

recommendation using the marketing research process we will learn throughout the semester.

The goal is to apply the Marketing Research Process to help a real local non-profit achieve their

short and long term goals supported by marketing research. The average age of a donor is 50 –

and the Cultural Trust is interested in attracting a younger audience as participants and donors.

The goal of this marketing research is to help them gain insight on how to do this.

The goal of the marketing research project is to:

Help the Pittsburgh Cultural Trust target a younger demographic (Ages 25-45)

Identifying interest levels in giving to the Pittsburgh Cultural Trust by this age group

How to get young professionals excited about the Pittsburgh Cultural Trust

Testing concepts to gauge interest in key programs designed for young people:

o Try before you buy program: small charge for events where the charge is applied

towards membership

o Pledges that can be made in up to twelve monthly installments

Measure quantitatively the interest in Pittsburgh Cultural Trust Partner Membership

benefits (To help the Trust focus their marketing to this age group)

o Discounts at participating Cultural District Restaurants

(http://www.trustarts.org/visit/dining/)

o Invitations to Cast Parties

o Discount for Cosmopolitan Pittsburgh Tickets

o One Year Subscription to Pittsburgh Quarterly Magazine

o TrustOvations Donor Newsletter and Trust Event Catalog

o Other (from brochures)

May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

Partner Company 2014

This semester, we have partnered with The Pittsburgh Cultural Trust. The Pittsburgh Cultural

Trust has transformed a downtrodden section of Downtown into a world-class Cultural District

that stands as a national model of urban revitalization through the arts. The best of touring

Broadway, contemporary dance, family events and cutting-edge visual arts are among the

variety of arts and entertainment the Trust presents and exhibits. Hundreds of artists, thousands

of students, and millions of people expand their horizons in our theaters, galleries, and public art

environments.

For over two decades, the Trust has led the cultural and economic development of Pittsburgh’s

Cultural District by:

presenting high-quality performing arts events and visual arts exhibitions

providing comprehensive education and community engagement opportunities

supporting and collaborating with Cultural District resident companies and hundreds of

local arts organizations and artists

maintaining superior venues for resident companies, community organizations and

promoters

attracting 2 million people to the Cultural District annually to over 2000 annual events

and activities

managing over 1 million square feet of real estate

creating and curating public art parks and gallery spaces

and by cultivating the city’s largest arts neighborhood

Lauded as “the single greatest creative force in Pittsburgh because of its spirit of reinvention” by

the Pittsburgh Post Gazette, the Trust is the catalyst behind Pittsburgh’s thriving Cultural District

that continues to enrich the region’s vibrancy and prosperity.

Website: http://www.trustarts.org/

May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

Target Market

Part of this project will be to further define the Pittsburgh Cultural Trust’s primary and

secondary target markets for this effort. Students will use both demographic and

psychographics tools to refine the target market listed below:

Men and Women aged 25-45

Urban

Explorers (Like discovery aspect of trying new things)

Recent Graduates

Using public resources available (Census, American Community Survey) students will visually

show the various demographic profiles of this demographic with a strategic recommendation on

who to target. The demographic profiles should include, but not be limited to:

Population sizes of target cohorts

Income

Race

Employment statistics

Poverty statistics

Education statistics

This demographic profile of Pittsburgh and surrounding neighborhoods should accompany a

recommendation from your team on who to target and your POV as to why.

Thought Starter: After your research, is there a certain neighborhood or age cohort you would

target more than others? Where would you target these potential donors and how?

May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

The overall goal is to recommend:

The objective of this marketing research project is to provide The Pittsburgh Cultural Trust with a

strategic go to market approach to attract a younger donor base. Students will use a variety of

secondary research to develop this go to market strategy using methods and resources

discussed in class like the US, Census Bureau, Prizm Psychographics Profiles, etc.

The overall goal is to recommend:

A further defined target market based on secondary research

Demographic profiles, shown visually, of the Pittsburgh market

Psychographics profiles and recommended targets

Identify key geographic regions to focus effort on based on opportunity gained from

secondary research

Identify experiential opportunities (media and non-media) to reach and educate the

target market about The Pittsburgh Cultural Trust based on your secondary research

Development and delivery of a quantitative survey (online) that measures age group

specific (survey should be given to members of target audience) interest in current or

new member benefits

o Survey should be executed online using Google Docs, Polldaddy, or Survey

Monkey

o Results should be shown visually in final presentation and research report (don’t

simply list results)

o Each group has a target sample error % of +/- 9.8% or lower (100 completed

surveys – use social media and network to distribute)

May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

Deliverables

This project is a group project. This project will be presented to the client – so professional attire

and presentations will be part of your final grade.

This project should be considered a key part of your Point Park Business portfolio. Both the

written report and the presentation should be delivered in a professional way that showcases

everything you have learned to date at Point Park University.

Key Deliverables:

• A 15 minute visual presentation of recommendations delivered on site to the client (Date

TBD):

• CREATIVE, CONCISE, ACCURATE, MEMORABLE

• Saved via Prezi or SlideShare for easy sharing with client

• A written report that delivers on the Marketing Research framework discussed in class:

1. Establish need for marketing research - why do you feel it needs to be

completed what questions will it answer?

2. Define the problem

3. Establish research objectives

4. Determine research design

5. Identify information types and sources

6. Determine methods of accessing data

7. Design data collection forms (Develop questionnaire)

8. Determine recommended sample size

9. Collect Data

10. Analyze data

11. Prepare and present final research report along with recommendations

May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]

Grading:

The Marketing Project is worth a total of 75 points

o Presentation: 25 points

o Written Report: 25 points

o Participation/peer assessments: 25 points

The report should be visual, with supporting graphs and illustrations

The final plan should be concise and professional, as a marketing consultant would

deliver to a real client

This plan and presentation will help you market yourself as you enter a very demanding

job market

Late projects not accepted

Late presentation will receive a 0 grade – do not be late for class on presentation date

(Treat this as an interview – where lateness would not be accepted)