Fox Market Research Survey, June 2014

CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved.
1
Forest Hills Schools
Final Research Presentation
Prepared for:
June 19, 2014
2
CONTENTS
Objectives & Methodology
Executive Summary
Detailed Findings
(in the order of survey questions)
Interviewee Demographics
3
Objectives
And
Methodology
4
OBJECTIVES
Objectives
Secure feedback from Forest Hills School District residents on facilities issues
and communication of information.
Gauge community intent to vote in favor of/against two facilities plan options
for a possible bond issue, and the reasons for these opinions:
A $173 million plan to totally renovate both high schools and the middle
school, and replace the current six elementary schools with four larger
totally new elementary schools, closing two current schools to be
determined.
A $98 million plan to renovate both high schools and the middle school,
renovate five of the current six elementary schools and build a totally new
Wilson elementary school
Determine awareness of and opinions on issues related to the plans, their
relationship to current teaching/learning trends, their financial implications,
and a focus on having 6 renovated versus 4 new elementary schools.
Analyze the feedback both overall and by demographics where appropriate.
5
OBJECTIVES (continued)
Actionability
Provide a go/no go decision for placing a bond issue on the ballot in
November, 2014, and which option to pursue
If it is placed on the ballot, determine its best sales messages (positives to
emphasize and negatives to address) and sources for information for pre-vote
marketing, PR and other communications, to help ensure its passage.
A key goal of the research is to let the Forest Hills community know that,
based on their opinions, the recommended facilities plan is what they want,
not just what the school board or administration wants.
6
OBJECTIVES (continued)
Specific issues researched:
Awareness of Forest Hills schools operations in general
What should be the top priority in the district
Opinions on the schools facilities (to compare versus a late 2013 study)
The effectiveness of the districts communication programs, and specific
sources for information on the schools
Reaction to the possible facilities plans/bond issues, in terms of voting intent
and unaided reasons-why
Scaled rating questions: level of agreement on 12 facilities and financial-
related hypotheses; relative importance of 10 selling points; and awareness
of 5 specific issues
Interviewee demographics (for cross-tabulation of the data)
7
METHODOLOGY
500 completed telephone and online interviews
333 completed telephone interviews conducted May 27 through June 6
among a random sample of households from lists of registered voters
167 online interviews, selected at random from 1,000+ surveys completed
May 23-30, from a link sent to the community via e-mails, the district website
and other publicity
All participants were screened for being a resident of the Forest
Hills School District, a registered voter and planning to vote in a
November, 2014 election.
The two plans and their voting-related and reason-why questions
were presented in a different rotation every other interview, to
avoid order bias. The multi-part questions (hypotheses,
importance and awareness) were also presented in a different
rotation each interview.
8
STATISTICS
The total samples error range is plus or minus 4.4% at the 95%
confidence level (the standard level of the research industry)
This means that were the study to be replicated, the results would fall within 4
to 5 percentage points of those reported here, 19 out of 20 times.
For comparisons within a single question, approximately 9 points of difference
are necessary for statistical significance.
For comparisons between two questions in this study, approximately 6 points
of difference are necessary for statistical significance.
Cross-tabulations of the data by demographics and other break-outs of the
data are noted when there is significance at the 95% confidence level.
9
Detailed Findings
(In the approximate order of
survey questions)
10
Overall Awareness (%)
How knowledgeable would you say you are regarding the Forest Hills Schools
educational programs and overall management and operation of the
school district?
4
54
42
0 10 20 30 40 50 60
Total l y
Unaware
Somewhat
Aware
Hi ghl y Aware
11
Highly Aware:
Demographic Differences (%)
29
42
49
36
44
52
29
42
0 10 20 30 40 50 60
Never Had Kids In
FH Schools
Previously Had
Kids In FH Schools
Currently Have
Kids In FH Schools
Age 71+
Age 51-70
Age 41-50
Age 40 or less
Total Sample
12
Overall Awareness Comparison (%)
(Highly Aware, versus other districts in previous research)
28
35
35
21
17
32
32
48
39
42
0 10 20 30 40 50
Wyomi ng, 2005/Operati ng
Wyomi ng, 2009/Capi tal
Wyomi ng, 2011/Capi tal
Mi l ford, 2012/Operati ng
Wi nton Woods, 2012/Capi tal
Southwest, 2013/Capi tal
Madi son 2014/Operati ng
Dover 2014/Capi tal
Chagri n Fal l s 2014 Capi tal
Forest Hi l l s 2014 Capi tal
13
Top School District Priority (%)
Which one or two of the following issues do you think should be the top priorities
for the Forest Hills Schools to work on during the next few years?
3
6
13
28
31
35
45
0 10 20 30 40 50
Don't know
Some other issue
Being able to compete with surrounding school
districts to attract students and families
Improving the financial position of the district via
cost savings from more efficient operations
Improving students performance and the
district s academic standing
Keeping up with the latest in education, teaching
and learning
Improving the educational facilities for our
students
14
Facilities : General Opinion of (%)
In general, do you think that the Forest Hills Local School District buildings
and classrooms are
33
14
47
6
17
24
53
5
0 10 20 30 40 50 60
Or do you not have enough
information about this to have formed
an opinion
Poor facilities that need to be replaced
Adequate facilities that need some
updating but no rebuilding
Good facilities that need no major
improvements
2014 Research
2013 Research
49% if age 40 or younger
41% if age 71+
15
Facilities : Condition/Appearance (%)
Compared to other nearby public school districts, would you say the appearance
and physical condition of the Forest Hills Local School District buildings are...?
7
12
61
21
13
17
39
31
7
31
50
11
0 10 20 30 40 50 60
Don't know
Not as good
About the same
Better
2014 Research
2013 Research/Condition
2013 Research/Appearance
55% if age 40 or younger (vs.
19% if 60+), 43% if currently
have kids in FH schools
16
Facilities: Offering The Latest (%)
In your opinion, how do the Forest Hills district school buildings compare to other
nearby public school districts in terms of offering the latest in education,
teaching and learning? Would you say they are
11
11
32
47
0 10 20 30 40 50 60
Don't know
Not as good
About the same
Better
21% if age 40 or younger
19% if age 71+
17
(Unaided) Sources of Information (%)
Where do you get most of your information regarding the Forest Hills
Schools? (UP TO 2 RESPONSES ALLOWED)
4
4
5
5
6
7
8
10
11
16
24
26
38
0 5 10 15 20 25 30 35 40
School district e-blast system
" Forest Hills Today" /magazine mailed by the schools
Printed newsletters/Postcards/ Mailings
FaceBook
School board meetings/community listening sessions
Website/The district website
Parent meetings/events at the schools
E-/Electronic/Online Newsletters/Info
Enquirer/Online Enquirer
Teachers/School employees/School visits
(My) children/students
Friends/Relatives/Parents/ Word-of-mouth
Forest Hills Journal/Community Press
48% if age
61+, 25% if
kids in FH
schools
21% if
age 71+
23% if kids in
FH schools
Responses with
4%+mentions
18
HIGHER-COST PLAN CONCEPT
An option is to totally renovate both high schools and the middle school, and
replace the current six elementary schools with four larger totally new
elementary schools, closing two current schools to be determined. The total
cost of this option is approximately $173 million dollars.
A bond issue to fund this effort may be voted on in November of this year.
This would involve a property tax increase of approximately an additional
$233 dollars per year on every $100,000 dollars of a homes market value.
Because of the dollar amount of this option, a state rebate of 15% or
approximately $24 million dollars could be available to possibly lower the tax
burden longer term.
This would result in operational savings of approximately a million dollars per
year. It would require some redistricting of the elementary schools. If the
bond issue were not to pass, the district would need to spend approximately
$600,000 to $1 million dollars per year out of the operating budget for
repairs and maintenance, perhaps necessitating a tax levy that would also
increase property taxes.
19
M) Plan Vote Intent (%) 173 Higher Cost ($
If the election for this bond issue were held tomorrow, would you say you
would be
32
22
5
24
16
0 5 10 15 20 25 30 35 40
Strongly against it
Somewhat against
it
Have No
Opinion/Need More
Information
Somewhat in favor
of it
Strongly in favor of
it
20
Strongly or Somewhat in Favor of
tabs (%) - Higher Cost Plan, By Cross
33
48
43
31
41
34
48
53
33
32
51
60
38
41
40
0 10 20 30 40 50 60 70
Zip Code 45230
Zip Code 45255
College Grad+ Education
Some College or Less Education
Never Had Kids In FH Schools
Previously Had Kids In FH Schools
Currently Have Kids In FH Schools
Online Interview
Phone Interview
Age 51+
Age 41-50
Age 40 or Less
Males
Females
Total Sample
31-33% for each of
51-60, 61-70 & 71+
21
(Unaided) Reasons For Higher Cost Plan (%)
Why do you say you would be strongly in favor/somewhat in favor? Why else?
Any other reasons for your opinion on the bond issue or the facilities plan that it
would cover? (n=199)
2
5
8
8
2
3
6
11
2
2
10
13
23
0 5 10 15 20 25 30
Like redistricting the area
Need to close/consolidate two elementary schools
PREFER FEWER SCHOOLS (NET)
Wilson needs to be replaced/too crowded
Schools make the community
Need to attract more people to community
Good for property values
COMMUNITY-RELATED (NET)
Modern technology/Updated technology
HVAC updates needed
Buildings are old/Need updates/improvements
Needs renovating/Needs to be done
NEED-RELATED (NET)
A separate Excel file includes
verbatims of the responses
from all of the online interviews
Responses with
2%+mentions
22
Reasons For Higher Cost Plan--Continued (%)
17
2
3
5
5
6
2
3
6
3
4
7
0 5 10 15 20 25 30
Don't Know
Best option
Have children/grandchildren in the schools
Support the schools
Like keeping two high schools
STATUS QUO (NET)
State/government assistance/rebate
Saves money/Cost savings
TAX/FINANCIAL-RELATED (NET)
Children deserve the best available
Education is top priority/very important
EDUCATION-RELATED (NET
Responses with
2%+mentions
23
REPRESENTATIVE VERBATIMS
Why Strongly In Favor of Higher Cost ($173M) Plan
Addresses replacement cycle concerns. Reduces operating costs. Addresses disparities
between elementary schools.
Uniform improvements district wide.
Our buildings are in poor shape compared to other districts.
The elementary schools are old, falling apart and in desperate need of rebuilding. I love the
idea of redistricting the elementary schools.
Again I know we need better facilities. Four new schools would be fine with me, but I don't
have to deal with the redistricting because my children are older.
We do not plan on staying in Forest Hills if there aren't serious improvements within the
school district.
I fully believe that the high schools need to be renovated, Anderson High School in particular
with the lack of updated HVAC the learning environment is compromised.
The bond cost is reasonable. New elementary schools will attract new families to the
community, helping to ensure property values. This offsets the bond cost and sets up the
community for long-term relevance and competitive advantage over other districts.
I believe we need to invest in the future and build schools to last.
New buildings for elementary students is desirable. Would include a state rebate as well as
potential maintenance savings from general fund.
It's time.
24
(Unaided) Reasons Against Higher Cost Plan (%)
Why do you say you would be strongly against/somewhat against? Why else?
2
2
4
5
7
8
23
4
17
25
3
5
15
26
0 5 10 15 20 25 30
High schools do not need to be combined
No need to consolidate
Smaller elementary schools are important
Redistricting too disruptive/too hard on children/families
Keep neighborhood schools/Like to walk to elem. school
Keep all elementary schools
STATUS QUO (NET)
Can't afford more taxes/On fixed income
Don't want additional (property) taxes
TAX/PERSONAL FINANCE-RELATED (NET)
Reduce expenses/Saves $/Cuts costs/budget
Better money mgt./financial decisions
Costs too much/Too expensive
COST-RELATED (NET)
Responses with
2%+mentions
25
Reasons Against Higher Cost Plan--Continued (%)
5
3
5
7
2
10
12
2
2
2
8
8
19
0 5 10 15 20 25 30
Don't know
Quality education is more important than facilities
Need more information
Need smaller classes/Concerns about overcrowding
Prefer more renovations instead of (all) new schools
Renovate all schools instead of any new ones
PREFER RENOVATION (NET)
Too bold/Over-the-top ideas
Some schools do not need renovations
Too much at once/Do a little at a time/over several years
Middle school doesn't need updating/is new(er)/can wait
Renovations not needed/OK as is/Make due with current
PREFER LESS EXTENSIVE PLAN (NET)
Responses with
2%+mentions
26
Why Strongly Against Higher Cost ($173M) Plan
Not happy about raising taxes. Most parents want children to remain at neighborhood schools.
Is it really necessary to do all that at one time? I thought Nagel and Turpin were fairly new.
Elementary student count would increase per building and class sizes could be higher.
Maintaining these buildings for future growth might not appeal to new families wanting to
move to this district. Location change and the monthly property tax increases will likely be
barriers.
Too expensive.
I like the 6 smaller elementaries. I don't want to lose any of them.
Closing grade schools means redistricting. When was a study made to determine future
needs?
The 4 elementary option is way too expensive and it is wasteful. Not all our elementary
buildings should be discarded so carelessly. You put this option to voters and it won't pass.
Also an operating levy won't pass due to such high millage of this facility plan.
Closing two elementary schools would greatly increase the distance to school for some
families and therefore increase bus time.
My property taxes are too high already. Ten thousand four hundred dollars a year.
The cost is too high and we will lose neighborhood elementary schools. Demolition costs of
the 6 old elementary schools would be an additional expense.
Doesn't address our needs. Renovate to new is much more cost effective.
27
LOWER-COST PLAN CONCEPT
An option is to renovate both high schools and the middle school, renovate
five of the current six elementary schools and build a totally new Wilson
elementary school. The total cost of this option is approximately $98 million
dollars.
A bond issue to fund this effort may be voted on in November of this year.
This would involve a property tax increase of approximately an additional
$132 dollars per year on every $100,000 dollars of a homes market value.
There is no significant operational cost savings associated with this facilities
plan. This would result in no change in the current configuration of the
elementary schools. If the bond issue were not to pass, the district would
need to spend approximately $600,000 to $1 million dollars per year out of
the operating budget for repairs and maintenance, perhaps necessitating a
tax levy that would also increase property taxes.
28
M) Plan Vote Intent (%) 98 Lower Cost ($
If the election for this bond issue were held tomorrow, would you say you
would be
19
15
6
32
27
0 5 10 15 20 25 30 35 40
Strongly against it
Somewhat against
it
Have No
Opinion/Need More
Information
Somewhat in favor
of it
Strongly in favor of
it
29
Strongly or Somewhat in Favor of
tabs (%) - Lower Cost Plan, By Cross
52
63
61
54
56
57
65
59
60
61
50
64
60
59
59
0 10 20 30 40 50 60 70
Zip Code 45230
Zip Codes 45255 & 45244
Online Interview
Phone Interview
Age 61+
Age 51-60
Age 50 or Less
Males
Females
Total Sample
30
Strongly in Favor of
tabs (%) - Lower Cost Plan, By Cross
30
20
20
26
33
34
24
22
21
37
25
29
27
0 5 10 15 20 25 30 35 40 45
Online Interview
Phone Interview
Age 71+
Age 51-60
Age 40 or Less
Males
Females
Total Sample
31
(Unaided) Reasons For Lower Cost Plan (%)
3
3
3
11
17
2
3
5
7
18
3
11
18
32
0 5 10 15 20 25 30 35
Like/Keeps current school configuration
Keeps all existing schools
Like keeping the two high schools
STATUS QUO (NET)
Wilson needs to be replaced/too crowded
Additional tax is reasonable
Cost effective/Makes economic sense
Costs are reasonable
Less expensive
TAX/FINANCIAL-RELATED (NET)
HVAC updates needed
Buildings are old/Need updates/improvements
Needs renovating/Needs to be done
NEED-RELATED (NET)
Responses with
2%+mentions
32
Reasons For Lower Cost Plan--Continued (%)
12
2
3
3
3
3
3
2
3
5
3
6
0 5 10 15 20 25 30 35
Don't know
Overall good plan
Better chance of passing bond issue/levy
More practical option/Makes more sense
Best option
Support the schools
Have children/grandchildren in the schools
Good for property values
Schools make the community
COMMUNITY-RELATED (NET)
Education is top priority/very important
EDUCATION-RELATED (NET)
Responses with
2%+mentions
33
Why Strongly In Favor of Lower Cost ($98M) Plan
I think more would be in favor of this option since there is no large change for students and
the schools are not being torn down causing havoc in the district.
It is more cost effective and keeps current status, which is good.
Old buildings overdue for replacement, no air conditioning in many of them. The time is now.
These renovations are all needed, for academic and facilities purposes, and a new Wilson is a
must. The cost is reasonable and this should be done.
I love the configuration of the district as is. Some schools are already very large so
consolidating would give less opportunities to those elementary kids. While I am not totally
against that option, I feel this option is better at this time. Wilson NEEDS to be rebuilt for
safety reasons- wires on the ceiling, leaking ceilings, so many outside doors, etc. What I have
seen at the other schools, a renovation could do wonders.
My husband and I will always vote for school issues because good schools attract good
people.
I know the poor quality of these facilities and we need major changes in all of them to meet
our educational needs of the future. Also Wilson must be rebuilt.
Our schools are not up to par with our community! The schools appearance really pushes
people away and makes them doubt the ability of the schools.
Preserves current school configuration, least cost, addresses critical needs.
34
(Unaided) Reasons Against Lower Cost Plan (%)
4
4
11
20
2
4
4
4
5
7
21
2
4
5
10
22
0 5 10 15 20 25
Can't afford more taxes/On fixed income
Prefer other options, not a property tax increase
Don't want additional (property) taxes
TAX/PERSONAL FINANCE-RELATED (NET)
Waste of money
No (operational) cost savings
Reduce expenses/save money/cut costs/budget cuts
Lower salaries instead of tax increase
Costs too much/Too expensive
Better money management/financial decisions
COST-RELATED (NET)
Too bold/Over-the-top ideas
Middle school doesn't need updating/is new(er)/can wait
Some schools do not need renovations
Renovations not needed/OK as is/Make due with current
PREFER LESS EXTENSIVE PLAN (NET)
Responses with
2%+mentions
35
Reasons Against Lower Cost Plan--Continued (%)
11
2
2
3
3
4
4
4
2
2
3
9
0 5 10 15 20 25
Don't know
Needed a long time/20 yrs. ago/Too late for renovations
Combine the two high schools
Quality education is more important than facilities
Need better solution for entire district
Need to think long-term/Not a long term solution
Renovate all schools instead of any new ones
Replace more of the schools instead of renovating
Prefer rebuild not renovation/Not much more $ to rebuild
Prefer major renovations instead of just a band-aid
PREFER MORE EXTENSIVE PLAN (NET)
Responses with
2%+mentions
36
Why Strongly Against Lower Cost ($98M) Plan
Does not address long term replacement cycle for other buildings. Does not reduce operating
costs. Increases disparity of facilities intra-district.
All that renovation is not needed and enough hasn't been done to reduce expenses. Too
much spent on sports and not enough on education. Do we really need the expense of
swimming pools?
Too expensive. I would look to consolidate grade schools, middle & high schools.
This option has already failed. After attending a school built in 1919 that is still in use, Nagle
seems brand new to me. Why on earth does it need renovated already? If we keep asking
the community for the same thing, they will only become more weary and resolute. Come up
with something else!!!!
You have to find money somewhere other than property tax all the time. Get a sales tax in
Anderson or a fee for students. Enough on the people of Anderson who own property. I have
grandchildren in the school district and would try to give a one time donation. I will never vote
to raise property taxes as I am slowly losing the ability to own property.
They are fine.
Still no long term plan. Fix up. Short term solution. Money wastes when buildings need to be
replaced later. Irresponsible.
It is not the building that teaches the child!
Waste of money.
37
Positive Voting Intent Comparison (%)
(Strongly Or Somewhat In Favor, versus other districts in previous research)
59
43
74
57
43
38
56
65
58
43
59
40
0 10 20 30 40 50 60 70 80 90
Wyoming, 2005/Operating
Wyoming, 2009/Capital
Wyoming, 2011/Capital
Milford, 2012/Operating
Winton Woods, 2012/Capital
Southwest, 2013/Capital
Dover, 2014/Capital
Madison 2014/Operating
Chagrin Falls Two Schools
Chagrin Falls One School
Forest Hills Lower Cost
Forest Hills Higher Cost
Prior to 2014,
all studies
were phone-
only. Dover
was phone
and online,
Chagrin Falls
and Madison
online-only.
Similar to FH,
with the two
schools plan
being status
quo
38
Facilities Plan Preference (%)
Which of the two school facilities plan options do you prefer the most...?
2
5
3
56
17
17
0 10 20 30 40 50 60
Don't know/Have no opinion
Like them both equally
Do not like either
Totally renovated high schools & middle school &
4 new elementary schools to replace 6 current
elem. schools for $173 million
Renovated high schools & middle school, 5
renovated elementary schools and 1 new elem.
school, keeping 6 elem. schools, for $98 million
50%+ for all
demographic
segments
31% if age
40 or less
25% if age 51-60, 26% if
ever had kids in private
or parochial schools
39
Agreement On Issues (%)
Using the scale Agree Strongly, Agree Somewhat, Have No Opinion, Disagree
Somewhat or Disagree Strongly, please tell me how strongly you agree or disagree
with the following statements: (RANKED BY AGREE STRONGLY + SOMEWHAT)
24
24
24
29
43
61
29
33
38
34
30
27
15
12
8
15
11
5
16
17
16
9
9
5
16
15
14
12
7
3
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
If bond issue passes, will pay higher property tax but get
more than what put into taxes out of my home when sell it
Doesnt matter if eliminated/fewer schools, if the
student/teacher ratios & class sizes remain the same
Better school facilities will improve a students academic
performance
Board will be responsible in wisely spending tax $ on behalf
of schools and students
Regardless of various construction options, something
needs to be done soon to improve facilities
Excellence of FH schools contributes to higher property
values in district
Agree Strongly Agree Somewhat No Opinion/Don' t Know Disagree Somewhat Disagree Strongly
40
Agreement On Issues (%)
Using the scale Agree Strongly, Agree Somewhat, Have No Opinion, Disagree
Somewhat or Disagree Strongly, please tell me how strongly you agree or disagree
with the following statements: (RANKED BY AGREE STRONGLY + SOMEWHAT)
8
16
12
25
27
33
16
20
28
26
25
19
14
12
14
19
23
21
26
30
26
16
13
17
36
22
20
14
12
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
FH schools should have plan improving all schools once
instead of in stages, no matter what it costs
FH District residents have been taxed enough, and will not
support any more tax increases, even for education
Current FH schools meet students' needs for space,
safety/security, climate/comfort, energy efficiency &
technology
Any plan needsall-day Kindergarten, even at additional cost,
to ensure the district attracts new families long-term
District should keep 6 elem. schools not 4 even if all but 1
are renovated and not brand new
District should keep six elementary schools and avoid
redistricting
Agree Strongly Agree Somewhat No Opinion/Don' t Know Disagree Somewhat Disagree Strongly
41
Issue Agreement: Key Cross-tabulations
Agree strongly responses are significantly stronger among the following
segments:
Excellence of schools contributes to property values: Females
Something needs to be done with facilities: Age 40 or less, never had children
in private or parochial schools
Keep 6 schools to avoid redistricting: Higher general awareness
Keep 6 schools even if not brand new: Age 61+ and females
Need all-day Kindergarten: Age 50 or less
Board will be responsible in spending: Age 61-70 and higher education
Better facilities improve performance: Age 40 or less
Will recoup tax dollars if sell home: Higher general awareness and kids
currently in the Forest Hills schools
Been taxed enough: Age 51+, ever had children in private or parochial schools
Current facilities meet needs: Age 61+
42
Agreement Comparison (%)
(Agree Strongly or Somewhat, versus other districts with building
projects in previous research)
32
52
43
49
65
31
33
56
55
55
30
59
60
53
41
59
48
43
41
57
40
63
53
64
36
0 10 20 30 40 50 60 70 80
Better facilities will
improve academic
performance
Will recoup more
than tax increase
when sell home
Board will spend tax
dollars wisely
Residents have been
taxed enough, even
for education
Forest Hills 2014
Chagrin Falls 2014
Dover 2014
Southwest 2013
Winton Woods 2012
Wyoming 2011
Wyoming 2009
43
Importance of Selling Points (%)
Following is a list of possible reasons for voting in favor of a bond issue for either of
the proposed school construction options. Please state your opinion on whether
each statement is Very Important, Somewhat Important, Not Too Important or Not
At All Important as a reason for people to vote in favor of the bond issue.
37
37
33
49
50
35
36
41
32
35
13
9
10
10
7
9
9
8
6
5
6
9
8
3
3
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
State of Ohio has determined that 8
of the 9 schools in the district have
serious needs for renovation or
replacement
Current elementary & HS school
buildings inadequate in terms of
space, safety/security,
climate/comfort, energy efficiency &
technology
If bond issue fails, district will require
sizable operating budget increases
for maintenance and repair, incl.
future operating levies for tax
increases
New/renovated FH schools needed
for long-term future of the district, to
ensure the next generation has
adequate facilities
Facilities plan is necessary for FH to
keep up with the latest in
teaching/learning, particularly in the
" STEM" areas
Very Important Somewhat Important Not Too Important Not At All Important Don't know
44
Importance of Selling Points (%)
Following is a list of possible reasons for voting in favor of a bond issue for either of
the proposed school construction options. Please state your opinion on whether
each statement is Very Important, Somewhat Important, Not Too Important or Not
At All Important as a reason for people to vote in favor of the bond issue.
21
26
29
37
32
34
38
36
28
34
19
17
16
16
18
17
12
11
13
14
9
8
8
7
3
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
If there are renovated or new Forest
Hills district schools, the
performance of students will improve
Consolidation of schools will create
cost savings in energy and other
operational efficiencies
This is opportunity for district to
receive state rebate of approx. 15%
to assist in a major facilities plan w/
more total renovation & some brand
new schools
If the Forest Hills schools facilities
are not improved, home values in the
area will decline
Without new/improved buildings, will
not be attractive for families to move
to the district, particularly vs.
surrounding areas w/newer schools
Very Important Somewhat Important Not Too Important Not At All Important Don't know
45
Selling Points Importance:
Cross-tabulations
While all 10 of these questions very important responses correlate
strongly with the inclination to vote in favor of the bond issue, the strongest
relationships are for the points on the long-term future and the state
assessment of 8 of the 9 schools having serious needs.
Some key areas where very important responses are significantly stronger:
Facilities plan needed to keep up with latest trends/STEM: Females, zips
45255 & 45244
New/renovated schools needed for long term future: Age 40 or less
State assessment of 8 of the 9 schools having serious needs: Children currently
in the Forest Hills schools, age 40 or less, college grad+ education, never had
kids in private or parochial schools
Buildings are inadequate: Children currently in the Forest Hills schools, age 50
or less, college grad+ education, never had kids in private or parochial schools
Home values will decline: Children currently in the Forest Hills schools, age 40
or less, zip 45255
46
Awareness Of Specific Issues (%)
Please tell me how aware you were, before today, of each of the following factors
relating to schools, using a scale of Totally Unaware, Somewhat Aware or
Highly Aware.
41
44
54
54
59
31
27
31
36
24
28
29
15
10
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Di stri ct had 30% cut i n state fundi ng i n 2011, and
recei ves l ess state fundi ng than i n 2007
Di stri ct spends l ess per student than state average
and peer di stri cts i n Hami l ton County
OFCC determi ned 8 of 9 school s have seri ous needs
for renovati on or repl acement
STEM educati on trend, requi ri ng i mproved
l earni ng space and technol ogy
Hi gh school s and el ementary school s were bui l t 37-
55 years ago
Highly Aware Somewhat Aware Totally Unaware
47
Interviewee
Demographics
48
Gender (%)
40
60
0 10 20 30 40 50 60 70 80
Male
Female
49
Age (%)
1
17
25
22
18
12
5
0 5 10 15 20 25 30 35
Prefer not to answer
71+
61-70
51-60
41-50
31-40
30 or l ess
50
Education (%)
1
39
37
13
2
8
1
0 10 20 30 40 50
Graduate
school/degree
College graduate
Some college
Business or Technical
school
High school graduate
Some high school or
less
51
Marital Status (%)
1
4
4
6
85
0 10 20 30 40 50 60 70 80 90
Di vorced or
separated
Wi dowed
Si ngl e
Marri ed
52
Number Of Children At Home
Age 18 or Under (%)
14
16
9
61
0 10 20 30 40 50 60
3+
2
1
0
This compares to the 52-74% range in
other districts research conducted via
phone, or combined phone and online.
53
Currently Have Children in Forest Hills
Schools (% of those with children) (n=194)
18
82
0 10 20 30 40 50 60 70 80 90 100
No
Yes
NOTE: This represents 32% of the total sample
currently having children in the schools (compared
to 16%-36% in other districts research conducted
via phone, or combined phone and online).
54
Ever Had Children in Forest Hills Schools
(% of those without children in schools)
(n=341)
29
71
0 10 20 30 40 50 60 70 80
No
Yes
NOTE: This results in 80% of the total
sample currently or ever having had
children in the schools (compared to 60%-
79% in other districts research conducted
via phone, or combined phone and online).
55
Currently/Ever Had Children
in Private or Parochial Schools (%)
69
31
0 10 20 30 40 50 60 70 80 90
No
Yes
56
Area Of The District (%)
1
1
5
93
0 10 20 30 40 50 60 70 80 90 100
Some other area
Turpi n (Hi l l s)
Vi l l age of Newtown
Anderson Townshi p
57
Zip Code (%)
32
33
34
0 5 10 15 20 25 30 35 40
45230
45255
45244
58
How Long Lived in Forest Hills District (%)
55
28
10
5
1
0 10 20 30 40 50 60
20+ Years
10-19 Years
5-9 Years
2-4 Years
<2 Years
59
Executive
Summary
60
EXECUTIVE SUMMARY
Major conclusions from the research:
As noted in the preliminary presentation at the special school board meeting on
June 9, there is cautious optimism in the results of this research, with the
community clearly preferring the lower-cost plan with 6 elementary schools over
the higher cost plan with 4 elementary schools.
The key questions on intention to vote on a possible bond issue for the two
different plans shows 59% in favor of the lower cost plan (27% strongly)
compared to 40% for the higher cost plan (16% strongly).
A follow-up question comparing the two options shows 56% preferring the lower
cost plan, 17% preferring the higher cost plan, and 17% not liking either one.
Both the volunteered reasons for voting intent and the specific hypotheses tested
in the research demonstrate: a recognized need for improvement in the districts
facilities, including increased knowledge of this need since a research study from
about six months ago (late 2013); and a preference for six elementary schools
instead of four (in general, desiring not to change the current configuration of
schools).
Positive voting intent for the lower cost plan is relatively stable across all
demographic segments.
61
EXECUTIVE SUMMARY (continued)
Major Conclusions (continued)
On the positive side, there seem to be no major negatives, at least for the lower
cost plan being proposed, including some of the questions on tax/financial
issues that have been red flags in research in other districts. However, this could
be a function of the above average income in Forest Hills.
The caution comes from:
The far less than 50% in favor of the higher cost plan despite its advantages (new
schools, lower on-going operating costs), should that plan still be under consideration
The fact that other districts in the recent past have had positive research results in
terms of voting intent, but have lost their bond issue or tax levy elections.
The strongest selling points for the plan are needing improved facilities for the
latest in education trends (STEM) and for students long-term future, and the
states determination that 8 of the 9 district schools have serious needs.
There are some awareness gaps for education-related issues in general and
particularly for some points related to the operations of the district (on both the
revenue and spending sides).
Positive response to the idea of all-day kindergarten makes this an area that
should be considered in the plan, if it is not cost prohibitive.
62
Indicated Actions
These findings, in conjunction with two other northeast Ohio districts positive
research results but negative voting results in 2014, point to proceeding with
caution and with strong marketing and get-out-the-vote efforts (particularly
among younger voters) if a Forest Hills school facilities plan is to be placed on
the ballot.
If a plan is placed on the ballot, it should be the lower cost option, with the
possibility of including all-day kindergarten (perhaps considering additional
research on this latter subject).
In order to pass a bond issue, it will take a full-time, district-wide PR effort to
communicate (particularly to older households not currently involved with the
schools) the need for this project, its long-term benefits, fiscally responsible
steps that have already been taken, and the potential consequences to
taxpayers should the bond issue fail.
For perspective, if 60% of the district consists of empty-nesters without students
in the schools, 45% of these must vote in favor, along with 60% of parents of
students (representing 40% of voters), to achieve 51% in favor of the bond issue.
63
Indicated Actions
This research exceeded these figures, but only for the lower cost plan. However,
comparing research and election results from some other districts shows a drop-
off in positive intent once one enters the voting booth.
Most important, consistent with this researchs objective of proposing a plan that
is what the community has told the district that it wants, Forest Hills needs to
follow the research findings and go only with some variation of the lower cost
plan.
This can possibly include all-day kindergarten, but the higher-cost plan should
not be forced on the voting public unless perhaps it is implemented in stages
over a longer period of time than being considered for the other plan.
64
DETAILED EXECUTIVE SUMMARY
Awareness
42% of the sample indicates being highly aware of the districts educational
programs and overall management and operation (4% totally unaware).
This figure is above average compared to other school districts that have
conducted this type of research.
Different from some other school districts research, there is no significant
relationship between results from this question and the key question on bond
issue voting intent (i.e., higher awareness does not lead to positive voting intent).
As expected, there is a relationship between higher overall awareness and
currently having children in the Forest Hills schools. Interestingly, by age, there is
below average awareness in both the under age 40 and over age 70 segments.
Among 5 specific points tested, awareness is weakest for cuts in state funding
and the district spending below average per student (41-44% highly aware), and
strongest for the older age of the school buildings, the STEM education trends
and the OFCC assessment of 8 out of 9 facilities having serious needs.
These are clearly some awareness gaps in the Forest Hills community that must
be addressed in communications efforts on behalf of a bond issue.
65
(continued)
District Priorities
With the opportunity to select two of five choices as the top priority for the next
few years, improving the educational facilities for students is the top choice (by
45%), followed by keeping up with latest in education, teaching & technology
(35%), and improving performance and the districts academic standing (30%)
and improving the financial position of the district (27%), with the ability to
compete with surrounding districts/attract students & families last at 13%.
There are 2% who volunteer some other item, and 2% respond dont know.
The volunteered responses to this question from every online response are listed
in a separate Excel file.
Opinions of Facilities
Two questions asked in a late 2013 study show increased awareness of the need
for facilities improvements.
Assessment of buildings/classrooms show 24% ratings of poor (vs. 14% in
2013), with 17% having no opinion/needing more information (vs. 33% in 2013).
Ratings of buildings appearance/physical condition compared to other nearby
districts are 31% not as good (vs. 12% for appearance in 2013), 50% about
the same (vs. 61% in 2013) and 11% better: (vs. 21% in 2013).
66
(continued)
Opinions of Facilities (continued)
In a question asked only in 2014 asking for a comparison between Forest Hills
buildings and other nearby districts for offering the latest in education, teaching
and learning, 47% rate Forest Hills better, 32% about the same, 11% not as
good, and 11% dont know.
This (compared to the previous questions on facilities) would tend to indicate
that the community may not be up to speed on what is required today for
teaching/learning relative to STEM and other 21st century education trends.
Information Sources
The most noted source for receiving information on the schools is the Forest Hills
Journal (noted by 38%--48% if age 61+), followed by children/students and word-
of-mouth (24-26%).
Next are teachers/school visits at 16% and then the Enquirer, e-newsletters and
parent meetings/events (8-11%).
Web-related sources are at a relatively low level (7% for the districts website, 5%
for FaceBook).
67
(continued)
Opinions On The Possible Plans/Bond Issues
From the key question on voting intent for the two facilities plan options:
For the higher cost plan ($173 million, total renovation of the high and middle
schools, 4 all-new elementary schools), 16% are strongly in favor, 24%
somewhat in favor, 22% somewhat against, 32% strongly against, and 4%
undecided (40% total in favor, 55% total against).
For the lower cost plan ($98 million, renovation of the high schools, middle
schools and 5 elementary schools, and an all-new Wilson Elementary), 27% are
strongly in favor, 32% somewhat in favor, 15% somewhat against, 19% strongly
against, and 7% undecided (59% total in favor, 34% total against).
The lower-cost plan appeals more to those from all demographic segments,
whereas the higher-cost plan has significantly stronger positive voting intent
among the younger and more highly educated interviewees, those with children
currently in the Forest Hills schools, and zip code 45255.
The only segment to be above 50% in favor for the higher-cost plan is age 50 or
less, whole every segment is above 50% in favor for the lower-cost plan
(including age 61+ and those without children in the Forest Hills Schools).
68
(continued)
Opinions On The Possible Plans/Bond Issues (continued)
Focusing on the better-received lower cost plan, the key figures to look at, based
on past school district research and its possible predictability, are the 59% in
favor and the 34% against.
Some perspective from research in other Ohio districts:
In Wyoming (an upscale district where education is the main reason for living there),
three successful bond issues/tax levies that were researched via phone from 1998 to
2005 had at least 59% in favor in the studies, and the actual vote in favor was always
within 1 to 2 percentage points of this.
The one time (2009) Wyoming received only 43% in favor (bond issue for a new
middle school), it was recommended not to go ahead. They then waited 2 years, the
next study showed 74% in favor, and the vote came in at 73% in favor.
Phone research in 2012 in Milford showed 57% in favor of an operating levy that was
narrowly defeated in Nov.12 (concurrent with the presidential election), but which
passed in May13 at 60% after utilizing a more full-time PR person.
Phone research in 2012 for a school construction bond issue to consolidate schools in
the Winton Woods district showed 43% in favor. It was recommended not to go ahead
with a vote, based on the perceived need to improve the districts academic standing.
69
(continued)
Opinions On The Possible Plans/Bond Issues (continued)
Some perspective from research in other Ohio districts (continued):
A 2013 phone study in the Southwest (Harrison) district for a multi-school construction
plan (new and renovations) showed 38% in favor, and the project was tabled.
In Dover (a small town in northeast Ohio) earlier this year, a combination phone and
online research study for a new high school showed 56% in favor (32% strongly),
including 55% of age 61+ in favor. A May14 bond issue was defeated with 45% in
favor.
In Madison (Lake County near Cleveland) earlier this year, an online-only study for an
operating levy showed 65% in favor (32% strongly), with no significant differences for
the older age segments. A May14 tax levy was defeated with only 31% in favor.
These last two examples show the need to use this research as an aid to
judgment and particularly to help formulate communications plans if going on
the ballot, and not as a predictor of voting success.
70
(continued)
Reasons For Voting Intent
Unaided (voluntary) reasons for being in favor of the lower-cost plan are led by
comments relating to the need for better facilities, noted by 32%, followed by
financial-related factors at 18%, specifics about Wilson at 17%, and preserving
the status quo of the facilities at 11%.
Unaided reasons for being against the lower-cost plan focus on three categories
of responses (all at 20-22%): preferring a less extensive plan, cost-related
issues, and personal tax/financial-related concerns (the latter typically being the
most-mentioned negative in these types of studies).
Unaided (voluntary) reasons for being in favor of the higher-cost plan are also led
by comments relating to the need for better facilities (23%), and then are much
more fragmented than for the lower-cost plan, with community-related factors,
specifics about Wilson and preferring fewer schools next at 8-11%.
Unaided reasons for being against the higher-cost plan focus on four categories:
cost and personal tax/financial-related issues (25-26%), the same status quo
point that were positives for the lower-cost plan (23%), and preferring a less
extensive plan (19%), along with specifying a preference for renovation (12%).
71
(continued)
Reasons For Voting Intent (continued)
This report includes slides of some representative responses for reasons strongly
in favor and strongly against each plan, from the online research (from
responses included in the sample of 167 online responses included in the total
research sample of 500).
Verbatims for the responses to this question, from every online response (over
1,000 responses) are listed in a separate Excel file, organized by the two
proposed facilities plans and by in favor versus against, strongly and somewhat.
72
(continued)
Facilities Plan Preference
A question specifically asking for a preference between the two facilities plan
options shows 56% preferring the $98 million plan with 5 renovated and 1 new
elementary schools, compared to 17% preferring the $173 million plan with 4
new elementary schools. There are 3% who indicate liking them both equally.
Preference for the lower-cost plan is above 50% for every demographic segment.
There are 17% who say they do not like either plan (31% if age 40 or less). This
could be seen as encouraging in terms of predicting a passing vote in November.
However, we dont know if and how many people will vote against the lower-cost
plan because they might prefer a more extensive higher-cost plan (or vice versa).
It should be noted that the like both and like neither choices were not read to
interviewees in the phone research but were listed in the online research. Only
1% volunteered that they like both equally via phone, compared to 7% online
a statistically significant difference. There were 19% who volunteered do not
like either in the phone research, compared to 13% noting this onlinenot a
significant difference.
2% have no opinion/dont know, and 5% say they need more information,
73
(continued)
Facilities/Bond Issue-Related Statement Agreement
From a list of 12 specific hypotheses regarding the schools, facilities, and the
possible bond issue, the following support the bond issue and lower cost plan:
87% agree (61% strongly) that the excellence of the Forest Hills schools
contributes to higher property values in the district.
73% agree (43% strongly) that regardless of the various construction options
being considered in the district, something needs to be done soon to improve
school facilities.
64% agree (29% strongly) that the Forest Hills Schools Board of Education will be
responsible in wisely spending tax dollars on behalf of the schools and students
(21% disagree, 12% strongly). This compares favorably to other districts where
this question was asked.
63% agree (24% strongly) that better school facilities will improve a students
academic performance (30% disagree, 14% strongly).
53% agree (24% strongly) that if a proposed bond issue passes, they will pay
higher property taxes but will get more than what they put into these taxes out
of my home when they sell it (32% disagree, 16% strongly). This also compares
favorably to other districts where this question was asked.
74
(continued)
Facilities/Bond Issue-Related Statement Agreement (continued)
Support for the bond issue and lower cost plan (continued):
52% agree (33% strongly) that the district should keep six elementary schools
and avoid redistricting (27% disagree, 10% strongly).
52% agree (27% strongly) that the district should keep six elementary schools,
not four, even if it means that the all but one of the schools are renovated and
not brand new (25% disagree, 12% strongly).
36% agree (15% strongly) that Forest Hills School District residents have been
taxed enough, and will not support any more tax increases, even for education
(52% disagree, 22% strongly). This also compares favorably to other districts
where this question was asked.
24% agree (8% strongly) that the Forest Hills schools should have a facilities plan
that improves all of its schools all at once, instead of doing this in stages, no
matter what it costs (62% disagree, 36% strongly).
75
(continued)
Facilities/Bond Issue-Related Statement Agreement (continued)
Results are more mixed on the following:
40% agree (12% strongly) that the current Forest Hills schools meet the needs of
their students, in terms of space, safety and security, climate and comfort,
energy efficiency and technology (46% disagree, 20% strongly).
And the following question indicates the one possible addition to the lower-cost
facilities plan that could secure voter support, assuming its cost is not prohibitive:
51% agree (25% strongly) that any facilities plan needs to include all-day
Kindergarten, even at an additional cost, to ensure that the district attracts new
families for the long-term (31% disagree, 14% strongly).
76
(continued)
Importance of Selling Points
Among 10 specific points tested, the highest rated (81-85% very or somewhat
important) are:
Needing a facilities plan is necessary for Forest Hills to keep up with the latest in
teaching and learning, particularly in the STEM areas
Needing new/renovated schools for the long-term future of the school district, to
ensure that the next generation of students has adequate facilities
At the next level (72-74% very or somewhat important) are:
If a bond issue fails, the district will need sizable operating budget increases for
maintenance and repair, including future operating levies for tax increases
The current elementary and high school buildings are inadequate in terms of factors
such as space, safety and security, climate and comfort, energy efficiency and
technology
The state of Ohio determining that 8 of the 9 schools in the district have serious needs
for renovation or replacement
77
(continued)
Importance of Selling Points (continued)
Of relatively less importance, but still important (63-66% very or somewhat
important) are:
Without new or improved school buildings, the area will not be attractive for families to
move to the district, particularly compared to surrounding areas with newer schools.
If the Forest Hills facilities are not improved, home values in the area will decline.
This is an opportunity to receive a state rebate of approximately 15% to assist in a
major facilities plan with more total renovation as well as some brand new schools.
Consolidation of schools will create cost savings in energy and other operational
efficiencies.
The least important point tested (55% very or somewhat important) is that if
there are renovated or new Forest Hills district schools, the performance of
students will improve
The selling points with the strongest relationship to interviewees inclination to
vote in favor of the lower cost bond issue are the points on the long-term future
and the state assessment of 8 of the 9 schools having serious needs.
78
If there are any questions or comments about this research,
please contact John Fox
John@JohnFoxMktg.com
(513) 658-3699
www.JohnFoxMktg.com

Fox Market Research Survey, June 2014

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Fox Market Research Survey, June 2014

Transféré par

Droits d'auteur :

Formats disponibles

CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved.

Vous aimerez peut-être aussi