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A two-year technical college turned to research before designing an enhanced marketing program.
Objective (One of three):
To influence employers to hire more school graduates.
Methodology:
We assembled a database of 107 employers in the three county area with 100 or more employees. A mailed two-page questionnaire produced only eleven responses. Follow up phone calls produced 35 more complete responses, for a total of 46 (our goal was 40).
Important Results:
- 46 employers had hired 1,666 people in the past year.
- Only 10% had used college placement services.
- Leading hiring sources were employee referrals and classified ads, tied at 23%.
- 52% of employers were NOT AWARE that the school graduated students with the skills the employers wanted most—such as operating computer-driven machines.
- The ad agency produced mailing and sales promotion materials aimed at these employers and focusing on programs that fit the skills employers wanted most.
- Marketing personnel made the rounds to drive the point home.
- Increased demand for college placement services exceeded plan.