Advancement
Associates News
11/12/2009
Eastern Mennonite School pursues 20/20 Vision
Eastern Mennonite School (Harrisonburg, VA) has contracted with Advancement Associates, Inc. (AAI) to conduct a two-phase market research study, 20/20 Vision. AAI Principal Rich Gerig and Associate Mike Wiese are collaborating on the project.
In 2004 EMS expanded its program (previously grades 6-12) to include the elementary grades, which for the last five years have met in a separate location. Now facility and program needs are prompting school officials to consider a change. But rather than view the location of the elementary school as an isolated decision, leaders are asking how it contributes to the school’s overall educational mission. EMS Principal Paul Leaman has identified the following three questions that pertain to the location decision:
- School structure: Do the current three educational divisions (grades K-5, 6-8, 9-12) make the best sense for the school’s stakeholders and larger community?
- Convenience: To what extent does distance from home influence enrollment interest in EMS?
- Location: Where are the best areas in the city of Harrisonburg for maximizing enrollment in all three divisions?
AAI’s research objectives are to assess the general level of support for the school’s educational vision among key constituent groups in the Harrisonburg community and to gain feedback on potential configurations and locations of the various grade levels.
During Phase One, Gerig conducted in-depth interviews with parents from nine households, which included the following sub-groups: 1) parents attending Mennonite congregations who have children at Eastern Mennonite Elementary School (EMES); 2) parents who do not attend Mennonite congregations and have children at EMES; and 3) parents who do not attend Mennonite congregations and do not have children at EMES.
These parents were led through a conversation about their own educational experiences and those of their children, with the goal of gaining an understanding of the parents’ notion of a preferable educational environment for their children. Toward the end of the interview, Gerig also tested specific perceptions of EMS.
Wiese analyzed the interviews, which were recorded, and he and Gerig prepared a written report of the findings for EMS.
These findings informed Phase Two of the research, in which a written survey was distributed to a much larger sample of constituents including alumni; parents of current EMS students; Mennonite parents whose children do not attend EMS; and Harrisonburg residents that represent potential target enrollment markets for EMS. The survey included both close-ended items and an opportunity for respondents to elaborate on and explain their answers. With one exception, these surveys were distributed online, which made it easier—and therefore more likely—for respondents to complete the form. At the present time, forms have been returned and AAI is beginning to analyze the data.
20/20 Vision is scheduled for completion by February 2010.
.
.
