CLCP Marketing Research

1. CLCP
MARKETING RESEARCH
Nathan Nguyen
Jared Laird
Margarette Bou

2. Agenda
• Competitive Analysis
• Research Summary
• Survey Highlights
• Digital Marketing

3. Competitors
A- CLCP
B- Peace Place Learning Center
C- Busy Kids Early Enrichment and Preschool
D- Kid’sWorld Ferndale
E- Redeemer Lutheran Church
F- Pioneer Meadows Montessori

4. Competitors:
Days per
Week
CLCP Redeemer Lutheran
Church
Montessori
Preschool &
Kindergarten
Peace Place Learning
2 $100/mo $100/mo $220/mo $192/mo*
3 $150/mo $150/mo $250/mo $288/mo
4 $275/mo $480/mo
*Based off of Daily rate of $32 for potty trained
Montessori:
• Biggest competitor
• Bilingual
• Variety of programs (Cooking, science projects, spanish lessons)

5. Future Planning Options
24%
73%
42%
88%
91%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Infant Child Care 5 days a week all day
preschool
5 days a week half-day
preschool
Before 9AM Child-Care Afternoon to early
evening child-care
Percentage
Options respondents would choose
Percentage reflects
respondents who identified
they would choose the
following option.

6. Subjects Ranked by Importance
Educational Subject Ranking
Religious Studies 1
Reading 1
Socialization 1
Writing 2
Mathematics 4
Music 5
Arts & Crafts 5
Science 6
Fine & Large Motor Skills 9
Dramatic Play 10
* or 8
Number of people specified
that all of the subjects were
important to their child’s
education.
Ranked 1 – 10:
1 being the most important
10 being the least important

7. Religious Organizations:
None
34%
Other
66%
Respondents who belong to a religious organization
Others include:
• Cornwall Church (15%)
• Mormon (9.1%)
• CTK (6.1%)
• Good news FellowshipChurch (6.1%)
• and more
*No respondents specifiedCLC

8. Ideal Preschool Ratings
Neither
Important nor
Unimportant
Very
Important
Extremely
Important
Tuition
Religious
Education
Classroom
Size
Reputation
Teaching
Staff
4.65
Academic
Program
Facility
*Teaching staff is the most important attribute to parents
*CLCP rated from average 4.52 to 4.85
*Chart out of 1-5 (Not at all important to Extremely Important)

9. Survey insight
• Broke respondents into two categories by response to:
• “How important is religion to your child’s education?”
• Found that people who specified religion being more important rated CLCP
slightly higher than those who didn’t (unimportant to neutral / important)
Unimportant/Neutral Important/Very Important
Classroom Size 4.36 4.95
Teaching Staff 4.64 4.91
Religious Education 3.73 4.95
Facility 4.27 4.91
1 = dissatisfied, 2 = somewhat dissatisfied, 3 = neutral, 4= somewhat satisfied, 5 = satisfied

10. What people wrote:
Regarding CLCP Evaluation:
Neutral Religious:
Found out wasn’t as important
as thought
Not certain of the full extent of
religious education being taught
Pastor not consistently be there
NeutralTeaching Staff:
Doesn’t feel like there’s a lot of
teacher interaction because so
many parents & students at drop
off
Improvements:
More teacher support –
assistance
Higher use of technology for
communication of teachers
and parents.
More room at pick-up drop off
point
Wish more communication
between teachers and parents
Prioritization of listening to
teachers.

11. What people loved
Wonderful job! Child is thriving and only wishes she could go every day.
Teachers are awesome
Everyone is doing a wonderful job.
Thankful for the director – seems to really care about child’s education
[teacher’s have an] amazing amount of knowledge & experience. Huge part of why I chose
CLCP.

12. What this tells us
• Expansion options:
• Afternoon to early evening childcare (90.9%)
• Before 9am child-care (87.9%)
• 5 days a week all day preschool (72%)
• Emphasizes importance of marketing through community churches & focusing on
promoting teaching staff and religious education
• Build on individualized care, amazing teaching staff, and teacher communications

13. How people found out about the school
Friends
32%
Drove By
10%
Neighbor
7%
Have Children as Alumni
3%
Attended CLCP
themselves
13%
Family
32%
Online Search
3%
How respondents found out about CLCP

14. Word of
Mouth
Website
Social
Media

15. 12.1%
3.0%
6.1%
78.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Never Once a Week 2-3 Times a Week Daily
PercentageofRespondents
Facebook Usage Categories
Respondent's Usage of Facebook

16. Word of
Mouth
Primary MarketingTool
Social
Media
Use Social Media to
enhance the quality
of word of mouth
spread
Capture the MomentTechnique
Website
PrimaryTouch Point for Prospective
Parents
Keep the Website Clean,
Fresh, and inviting.A
dedicated Website, not just a
tab in the CLC’s website

17. Thank you!