Embedded Files
Research Questions
Research Questions
For market research, focus was placed on whether or not students at Indiana University-Indianapolis are motivated to utilize recreational services, as well as how the students feel about the recreational services currently available. To collect data, 10+ IU Indianapolis students were surveyed online with the following questions:
It was decided to survey the students online, better allowing for them to feel comfortable being transparent with their answers. The goal was to gauge how students genuinely feel about the services and if they are interested in using them, as well as how they can be improved to make students more interested.
Research Instrument
Research Instrument
For market research, an online survey was utilized that was posted to the Instagram group for students of IU Indianapolis. This group consists of over 1,900 students who attend IU Indianapolis, as well as students from Purdue University of Indianapolis. Their demographics all vary amongst different years, majors, and ages. It is believed that this was a more impactful way to find data on participants of campus recreation, as keeping it anonymous allows for less skewed results and objective action taken for improvement. It is ensured that you must be a current student in order for you to join this group, so it was certain that this data came strictly from students. This group of people served as the sample for the survey, with the intention of collecting data from varying participants with one similarity. The collected results consisted of both qualitative and quantitative data, making up the primary data of the collection.
Research Results
Research Results
Summary of Results:
The survey was taken by 18 students from the campus, which resulted in many of the same answers coming in. One piece of data that was almost entirely the same across the board was how much time was being spent on recreational activities throughout the week. It was found that 13/18 (or about 72%) students spend less than five hours on recreation throughout the week. The remaining students spent 5-10 hours (~22%) and 10-15 hours (~6%). Additionally, the interest in participation of recreational activities primarily consisted of utilization of the weightlifting/personal fitness services in the center, being included in about 72% of the results. Wellness activities were a close second for services likely to be used, with 10/18 (~56%) responses including it. The remaining results were split up amongst group sports and esports but weren’t nearly as prominent as the other options. Since responses could include multiple answers for this question, the answers often included weightlifting/personal fitness and wellness activities together. The question asked about what days would be most likely for attendance in the recreation center was spread pretty evenly amongst participants but primarily consisted of weekend days from Friday-Sunday. On average, the participants responded that they prioritize their wellness at a 5.7/10. Additionally, about 67% (12/18) participants state they have never used the recreational center. What mainly keeps these participants from utilizing the services is the fact that they either don’t have enough time or the location/hours are inconvenient for them. As a last question, it was asked to share improvements that the participants would like to see at the recreational center. The two responses delivered shared a desire for a scan in for 24-hour use, more machines, to have music playing, and have the facility open during early hours.
What Was Learned:
A lot was learned about the participants of recreational services, as well as those who have never utilized the recreational center. Overall, there is a lack of desire to use this center specifically, as many of the participants emphasized that they do spend some time during the week on recreational activities. However, it was also noted that much of the reason people are not using these services is because they simply do not have time that aligns with the hours and location of this recreation center. It was surprising how little the participants have been prioritizing their wellness, as it was expected to be at least a 7/10 on average. It was also surprising to learn that many of the participants would be interested in wellness activities, which are not usually the most popular option at this recreation center. The recommendations received were innovative and have potential, as they hadn't been considered prior to collecting the data.
Impact on Marketing Plan:
With the data collected, the intention is to find a way to market wellness services more heavily for the recreation center. Additionally, having advertisement that pushes prioritizing wellness as a student would be beneficial. Placing emphasis on using these services on the weekend days would influence more people who do not currently use the recreation center to become members in order to do so. Since there are a majority of people who enjoy weightlifting and personal fitness, putting the machines and services available for that on display could increase the amount of participation. Overall, the research displayed what needs to be advertised within the recreation center.
Target Market
Target Market
The ideal customer group for the campus recreation at IU Indianapolis would be undergraduate students from IU Indianapolis, primarily those living on campus. While the services are made available for faculty, staff, and graduate students as well, students living on campus make up the bulk of people utilizing these services currently. Faculty and staff have more expensive, off campus options that are not as easily accessible to students. Additionally, graduate students often live off campus and frequently have heavier course loads, leading to them being less likely to utilize the recreation center on campus. It is important for customers to see similarities amongst themselves, others utilizing the services, and the advertisements geared towards increasing the customer base. With this target market defined, this piece of criteria can be fulfilled.
Demographics
Berkowitz writes about how multiple criteria are brought into evaluation when defining a target market, some of which rely on demographics (p. 31, 2022). The ideal target market would be made up of all genders and ages, due to the diversity of students who attend IU Indianapolis. The campus recreation is a rather affordable recreational center that is available for various levels of income. Because it is a single fee that lasts the duration of the semester, there are no recurring charges that could put the desired target market in bad financial standing. Ideally, the geographic location would be in downtown Indianapolis, as it has the on-campus student population that is desired. One student per membership is most practical, as it has the most flexibility and potential for high utilization of services. These services should be promoted for all socioeconomic statuses on the campus, as many students struggling with income often receive funding that would assist in them prioritizing their wellness. While broad, the demographics are a vital part to effectively marketing these services to the target market population.
Psychographics
The campus recreation services should be advertised for all types of people, but it should be heavily focused on those not currently prioritizing wellness efforts. Berkowitz mentions how the target market requirements should align with the organization’s mission, which is why these services need to be promoted to increase wellness prioritization amongst on campus students (p. 31, 2022). The ideal personality and behaviors would be people who want to prioritize their wellness and better their health yet haven’t utilized any services to do so. People with less healthier lifestyles but prominent health values would make for a great market to promote these services to. With having health values, a transition into a healthy lifestyle would be impactful for students. It could positively impact their mindset and mental health, while also leading them to healthier lives overall.
Marketing impact
The impact the target market has on the marketing approach will have much to do with social media and motivating that population to live healthier lives. Since the demographic is generally younger individuals, I know that social media advertisement will be impactful. The survey information was gathered through outreach on Instagram, so that would be a great platform to focus on. The marketing should include information on the correlation between wellness prioritization and mental health, as that is something many college students struggle with. With the defined target market, campus recreation services can be effectively marketed with these efforts.
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