This document outlines a marketing research group project for students to conduct for the Pittsburgh Cultural Trust. The goal is to help the Trust target younger donors aged 25-45 and identify how to attract this demographic. Students will use secondary research tools to analyze the target market and make recommendations, including developing and distributing an online survey. Key deliverables are a 15-minute presentation of recommendations to the Trust and a written report following the marketing research process discussed in class. The project aims to provide strategic recommendations to help the Trust attract more young donors.

1. May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Marketing Research Group Project
Background
Studentswill use ideas discussedinthe course to developa strategic marketing
recommendationusingthe marketing research process we will learnthroughout the semester.
The goal is to apply the Marketing Research Processto helpa real local non-profitachieve their
short and longterm goals supported by marketingresearch. The average age of a donor is 50 –
and the Cultural Trust is interestedinattracting a younger audience as participants and donors.
The goal of this marketingresearch is to helpthem gain insighton how to do this.
The goal of the marketingresearch project is to:
 Help the Pittsburgh Cultural Trust target a youngerdemographic (Ages25-45)
 Identifyinginterestlevelsingivingtothe Pittsburgh Cultural Trust by thisage group
 How to get young professionalsexcitedaboutthe PittsburghCultural Trust
 Testingconcepts to gauge interestinkey programs designedforyoung people:
o Try before you buy program: small charge for eventswhere the charge isapplied
towards membership
o Pledgesthat can be made in up to twelve monthlyinstallments
 Measure quantitativelythe interestinPittsburgh Cultural Trust Partner Membership
benefits(Tohelpthe Trust focus theirmarketing to thisage group)
o Discounts at participating Cultural District Restaurants
(http://www.trustarts.org/visit/dining/)
o Invitationsto Cast Parties
o Discount for CosmopolitanPittsburghTickets
o One Year Subscriptionto PittsburghQuarterly Magazine
o TrustOvations Donor NewsletterandTrust Event Catalog
o Other (from brochures)

2. May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Partner Company 2014
This semester,we have partneredwith The PittsburghCultural Trust. The PittsburghCultural
Trust has transformed a downtrodden section of Downtown into a world-classCultural District
that stands as a national model of urban revitalizationthroughthe arts. The bestof touring
Broadway, contemporary dance, familyeventsand cutting-edge visual arts are among the
varietyof arts and entertainmentthe Trust presentsand exhibits.Hundredsof artists, thousands
of students,and millionsof people expandtheirhorizonsin our theaters,galleries,andpublicart
environments.
For over two decades,the Trust has ledthe cultural and economic developmentof Pittsburgh’s
Cultural District by:
 presentinghigh-qualityperformingartseventsand visual arts exhibitions
 providingcomprehensive educationand communityengagementopportunities
 supportingand collaboratingwith Cultural District residentcompaniesand hundreds of
local arts organizations and artists
 maintainingsuperiorvenuesfor residentcompanies,communityorganizations and
promoters
 attracting 2 millionpeople tothe Cultural District annuallyto over 2000 annual events
and activities
 managing over 1 millionsquare feetof real estate
 creating and curating publicart parks and galleryspaces
 and by cultivatingthe city’s largestarts neighborhood
Lauded as “the single greatest creative force in Pittsburghbecause of its spiritof reinvention”by
the PittsburghPost Gazette, the Trust is the catalyst behindPittsburgh’sthrivingCultural District
that continuesto enrich the region’svibrancy and prosperity.
Website:http://www.trustarts.org/

3. May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Target Market
Part of this project will be to further define the PittsburghCultural Trust’s primary and
secondary target markets for this effort. Studentswill use both demographic and
psychographics toolsto refine the target market listedbelow:
 Men and Women aged 25-45
 Urban
 Explorers(Like discoveryaspect of trying new things)
 Recent Graduates
Using public resourcesavailable (Census,AmericanCommunitySurvey) studentswill visually
show the variousdemographic profilesof this demographic with a strategic recommendationon
who to target. The demographicprofilesshouldinclude,but not be limitedto:
 Populationsizesof target cohorts
 Income
 Race
 Employmentstatistics
 Povertystatistics
 Education statistics
This demographic profile of Pittsburghand surroundingneighborhoodsshouldaccompany a
recommendationfrom your team on who to target and your POV as to why.
Thought Starter: After your research, is there a certain neighborhoodor age cohort youwould
target more than others? Where would youtarget these potential donorsand how?

4. May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
The overall goal is to recommend:
The objective of this marketingresearch project is to provide The Pittsburgh Cultural Trust witha
strategic go to market approach to attract a younger donor base. Studentswill use a varietyof
secondary research to developthis go to market strategy usingmethods and resources
discussedin class like the US, CensusBureau, Prizm PsychographicsProfiles,etc.
The overall goal is to recommend:
 A further definedtarget market based on secondary research
 Demographic profiles,shownvisually,of the Pittsburgh market
 Psychographics profilesandrecommendedtargets
 Identifykeygeographic regionsto focus efforton based on opportunity gainedfrom
secondary research
 Identifyexperiential opportunities(mediaand non-media) toreach and educate the
target market about The PittsburghCultural Trust based on your secondary research
 Developmentanddeliveryof a quantitative survey(online) thatmeasuresage group
specific(surveyshouldbe givento membersof target audience) interestincurrent or
newmember benefits
o Surveyshould be executedonline usingGoogle Docs, Polldaddy,or Survey
Monkey
o Resultsshouldbe shown visuallyinfinal presentationand research report (don’t
simplylistresults)
o Each group has a target sample error % of +/- 9.8% or lower (100 completed
surveys– use social media and networkto distribute)

5. May 16, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Deliverables
This project isa group project. This project will be presentedto the client – so professional attire
and presentationswill be part of your final grade.
This project shouldbe considereda key part of your Point Park Businessportfolio. Both the
writtenreport and the presentationshouldbe deliveredina professional waythat showcases
everythingyouhave learnedto date at PointPark University.
Key Deliverables:
• A 15 minute visual presentationof recommendationsdeliveredonsite to the client(Date
TBD):
• CREATIVE, CONCISE, ACCURATE, MEMORABLE
• Savedvia Prezi or SlideShare for easy sharing withclient
• A writtenreport that deliversonthe Marketing Research frameworkdiscussed in class:
1. Establishneedfor marketing research - why do you feel itneedsto be
completedwhat questionswill itanswer?
2. Define the problem
3. Establishresearch objectives
4. Determine research design
5. Identifyinformationtypesand sources
6. Determine methodsof accessing data
7. Designdata collectionforms (Developquestionnaire)
8. Determine recommendedsample size
9. CollectData
10. Analyze data
11. Prepare and presentfinal research report along with recommendations

6. 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/peerassessments:25 points
 The report shouldbe visual,withsupporting graphs and illustrations
 The final plan shouldbe concise and professional, asa marketingconsultant would
delivertoa real client
 This plan and presentationwill helpyoumarket yourself as you enter a very demanding
job market
 Late projects not accepted
 Late presentationwill receive a 0 grade – do not be late for class on presentationdate
(Treat this as an interview –where latenesswouldnot be accepted)