St.

Augustine Health Ministries

Child Enrichment Center
Analysis Results
Marketing Analysis by: Alexandra Nalepka, Jennifer
Nguyen, Jessica Rabil, Emma Bevilacqua, and Nina
Carrino
Child Enrichment
Center
 Content
× Research Design
× Data Collection
× Analysis
× Conclusion & Recommendations
1.
Research
Design
Problem
× Viewing St. Augustine’s as a daycare rather than a Child
Enrichment Center and lack of education awareness.

× Inconsistent enrollment throughout the school year which has a

negative impact on the justification of their number of paid
employees.
Research Objectives
× Investigating why the consumer currently views the
center as a daycare and not a learning center.
× Discover incentives to make parents view consistent
attendance at St. Augustine more worthwhile than
keeping their child home frequently.
× Segment the market to determine the difference of
viewpoints between the two target audiences.
× Analyze current and past parents (controlled group)
against parents in the community, who do not have
children currently enrolled in the program (test group).
2.
Data Collection
Methodology
× Implemented October 24, 2017-
November 17, 2017.
× Distributed in person and through
Social Media via Qualtrics
× n= 50
× Valid

Number of responses: 50 responses

Current/past parents: 32
Target new parents: 18
3.
Analysis
 Non CEC Parents vs CEC Parents:
Single or Dual Parent?

● Respondents show that current CEC Parent population is about half single
parents and half dual parents; while non-CEC Parent population appears
to have more dual parent households.
Approximate Household Income: Non CEC vs. CEC

● Approximately 25% of CEC incomes are on the higher end

($100,000) and 25% are at the lower end (>$15,000), respectively.
St. Augustine’s Main Competition
● Other:
○ Mi Casita
○ Various Head Start/Diocesan
Schools

● According to Non-CEC parents, it appears that the Cleveland Montessori

and the Goddard School are two of St. Augustine’s main competition each
at 22.2%.
 Frequencies of Residence Location

● Respondents report that the locations of non-CEC and CEC residencies

have some overlap within the Greater Cleveland area.
● The data also shows that the CEC client base stretches further than
originally speculated.
 Original
Target Area

● Lakewood
● Battery
Park
● Avon
● West Lake
● Downtown
New Target
Area
● Aurora
● Chagrin Falls
● Old Brooklyn

Old target was

focused on areas
west of St.
Augustine, but
respondents also
originate from
eastern/southern
locations.
 Summary and Recommendations
45% of current CEC children come from single We recommend that St. Augustine take this into
parent households. consideration and extend their hours of operation and
potentially implementing a bussing system.

Cleveland Montessori and the Goddard School are Therefore, they need to find a way to differentiate
two of St. Augustine’s competition at 22.2%. themselves from these competitors, perhaps by
focusing more heavily on the faith aspect.

The places of residences for CEC parents is much

broader and expands more throughout the Greater Comparing the residences of both groups of parents, St.
Cleveland area than Non-CEC parents. Augustine should expand its target market reach to the
south/east of its location to gain new patrons.

The two largest groups of CEC household incomes

are dichotomous ($100,000+ & >$15,000) at
about 25%.
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How did you hear about CEC?
Marketing Vehicles

● Other:
○ Employee
○ Referred by family
○ Resident stays with St. A
○ Overall Staff
○ “Step Up for Quality”
○ I drove by

● Of all the CEC respondents, other was rated the highest with a mean of 9.5.
● Of the Non-CEC respondents, other and social media were rated the highest with a mean of 10.
● Referral is rated high at 9.5 for Non-CEC and 8.2 for CEC.
How would you rate your
satisfaction with the following? Decision Drivers

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Decision Driver Summary
Non CEC Parents CEC Parents

● Non CEC parents base their decision on location (9.75), convenience of

enrollment (9.63), safety (9.25), and cost (9.25).
● CEC parents base their decision on the overall satisfaction (9.64), cleanliness
(9.35), class size (9.32), and safety (9.25).
● The decision driver for Prestige is explained by the mean 8.84 (CEC) 8 (Non CEC).
Non-CEC Correlation ● Respondents report a moderate
correlation between overall
satisfaction and prestige of program.
We know this because r=.633 and
p<.001.

● Respondents report a moderate

correlation between overall
satisfaction with CEC and five star
rating. We know this because r=.522
and p<.001.

● Respondents report an approaching

correlation between prestige of
program and five star rating. We know
this because r=.439, p<.001.
CEC Correlation
● Respondents report a moderate
correlation between overall satisfaction
with CEC and Prestige of Program. We
know this because r=.534 and p<.001.

● Respondents report a moderate

correlation between five star rating and
prestige of program. We know this
because r=.534 and p<.001.

● Respondents report a slight correlation

between overall satisfaction with CEC
and five star rating. We know this
because r=.342 and p<.001.
What did you not like about your Preschool?
Dislikes of Current Preschool

● Other:
○ More regular
parent/teacher
conferences

○ Wish it had faith

based elements

○ Would prefer to be
open till 6:30pm

○ Having to pay for

● Overall, majority of the respondents did not have a problem with their current days my child
preschool. We know this because of its mean of 7.1 (CEC) and 5.93 (Non-CEC). doesn't attend.
● Other was rated at 5.8 for CEC parents. Their answers for this offered valuable
insight.
● Not knowing other children’s behavior was rated with a mean of 5.18 (Non-CEC).
CEC Parent Involvement

● 93% of current CEC Parents expressed interest in getting involved at St. Augustine. In addition
chaperoning Field Trips and being a Parent Volunteer are the most popular means of doing so.

● For parent involvement, the top 3 interests are field trips at 66%, parent volunteering at 56%, and
parent mixers at 44%.
Summary and Recommendations
Referral is rated high at 9.5 for Non-CEC and 8.2 for CEC Therefore, St. Augustine should improve old incentive for
respondents. referrals.

Non-CEC parents viewed location as the highest decision Marketing should consider targeting the new market with
requirement with a mean of 9.75. the perks of convenience, access to downtown, and allowing
enrollment to be done online.

Not knowing other children’s behavior was rated with a St. Augustine should allow parents to sit in with their child/
mean of 5.18 (Non-CEC). children in the classroom.

“Other” was the highest rated dislike for CEC parents at a We can take their answers to derive new elements. We can
mean of 5.8. do this by having more parent/teacher conferences, more
faith-based aspects, staying open later, and adjusting
payment options.

The majority of parents (93%) expressed an interest in Based on these findings, we recommend, St. Augustine get
getting more involved (Parent Mixers, Field Trips, & Parent parents in the classroom and get involved.
Volunteering).

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The Rating Drivers For The Revenue Related Variables:
Overall Satisfaction For CEC

Prestige Education Activities Enrollment

R2=.901
R2=.658 R2=.758 R2=.867
T= 2.259
T= 2.443 T= 4.531 T= 4.036
Mean=
Mean= Mean= Mean=
9.12
8.84 9.15 8.67

90% of the variation of overall satisfaction is explained by education, activities, F= 33.964;

prestige, and enrollment. The most significant predictor is prestige of the program
which holds 66% of the total variance. We know this because t= 2.443, p<.001. The
p< .001
significance model is F= 33.964
The Rating Drivers For The Revenue Related Variables:
Overall Satisfaction For Non-CEC

Parking Beverage

R2=.854 R2=.970
T= 10.165 T= 4.451
Mean= 8.5 Mean=
7.75

97% of the variation of overall satisfaction is explained by parking and beverage. F= 82.211;
The most significant predictor is beverage which holds 85%% of the total variance.
We know this because t= 10.165, p<.001. The significance model is F= 82.211
p< .001
The Rating Drivers For The Revenue Related
Variables: Overall Location For CEC
Location of
the Access to Work
Enrichment
Center

R2=.779 R2=.822
T= 8.827 T= 2.884
Mean= 9.24 Mean= 8.67

82 % of the variation of overall satisfaction is explained by location of the F= 60.981;

enrichment center and access to work. The most significant predictor is location of p< .001
the enrichment center which holds 78% of the total variance. We know this because
t= 8.827, p<.001. The significance model is F= 60.981.
The Rating Drivers For The Revenue Related
Variables: Overall Location For Non-CEC

Access to Work

R2=.873
T= 1.493
Mean= 8.29

87 % of the variation of overall satisfaction is explained by access to work and is a F= 82.682;

significant predictor in total variance. We know this because t= 1.493, p<.001. p< .001
The significance model is F= 82.682.
Summary and Recommendations
90% of the variation of overall satisfaction is
explained by education, activities, prestige, and
enrollment for CEC.
97% of the variation of overall satisfaction is
explained by parking and beverage for Non-CEC.
82 % of the variation of overall satisfaction is
explained by location of the enrichment center and
access to work for CEC.
87 % of the variation of overall satisfaction is
explained by access to work and is a significant
predictor in total variance for Non-CEC.
Base on these findings, we recommend, St.
Augustine continue to find new ways to enrich and
further develop their programs. They can
accomplish this by providing ways for parents to
participate in activities.
To appeal to non-CEC parents, we recommend that
they market their convenient location. St.
Augustine is about 10-12 minutes away from
downtown, and a convenient drive from other
notable neighborhoods such as Lakewood, Detroit
Ave. etc. In addition, it is located near one of the
major highways, Shoreway.
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5. Conclusion &
Recommendations
Promote Parent Involvement and
Increase Consistent Attendance
45% of current CEC children
come from single parent
households.
The majority of parents (93%)
expressed an interest in getting
more involved (Parent Mixers,
Field Trips, & Parent
Volunteering).
Will accommodate single parents
by extending hours of operation
in order to increase consistent
attendance.
Offer parent-teacher
conferences, classroom parties,
SnowFest, parent funded field
trips, etc.
Will allow parents to see how
students are being prepared for
school in order to have parents
value attendance for their
children.
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St. Augustine Viewed as a Place of Education
Overall satisfaction with CEC is
correlated with both St. Augustine’s
five star rating and the prestige of
their program.
82 % of the variation of overall
satisfaction is explained by location
of the enrichment center and
access to work for CEC.
Referral is rated high for how
respondents found out about St.
Augustine’s at 9.5 for Non-CEC and
8.2 for CEC.
Not knowing other children’s
behavior was rated with a mean of
5.18 (Non-CEC).
Every flyer for promotion
should hold the five star
rating label to recognize St.
Augustine's prestige.
Promote immediate benefits,
such as ease of access to
downtown.
Improving old incentive for
referrals or make it a key
time of the year for referral
bonus.
Allow parents to sit in with
their child in the classroom in
order to increase consistent
attendance.
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What Would We Have Done Differently?
● Non-CEC survey is not reliable.
● We did not receive a sufficient number of Non-CEC respondents, which
limits our scope.
○ For the marketing drivers question, make the drivers required to
answer all of them, not just the ones that were the most effective to
them. The paper copied respondents answered all the variables v. the
online respondents used the drop down variables.

● Rating scale 1-10: In our survey, we have found inconsistent rating because
participants did not understand the rating scale causing our data create
irregular patterns.
● Other comments:
○ When discussing with St. Augustine: 71.43% said yes that online enrollment
would be useful. 28.57% said no.
○ View competitors as collaborators
○ Pray before snack time- integrate faith based elements
Thanks!
Any questions?

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