This document outlines a market research plan to address declining spring semester enrollment at Flagler College-Tallahassee. The plan identifies the problem as a lack of student awareness about incentives like affordable tuition, quality education, and convenience. A survey of 100 Tallahassee Community College students will test messaging around these incentives and determine which resonates best. The research aims to inform fall semester marketing that increases spring enrollment. Conducting anonymous surveys requires little budget. The goal is to boost Flagler College-Tallahassee's reputation and make more students aware of the benefits.

1. Market Research Paper
COM 403 PR/Strategic Comm Theory/Research
Instructor: Joseph I St. Germain
January 21, 2016
Tifphanie Stafford
RebeccaWeider
Carla Mordica

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Table of Contents
I. Introduction........................................................................................................3
II. Identify a problem..............................................................................................3
III. Messaging related to the problem..................................................................3-4
IV. Research methodology...................................................................................5-6
V. Justification........................................................................................................6
VI. References..........................................................................................................7

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I. Introduction
Flagler College-Tallahassee enrolled 73 students during the Spring semester of
the 2015-2016 academic year. Only 65 of the 14,000 students that attended
Tallahassee Community College enrolled at Flagler College-Tallahassee during
the Spring semester. Dean Parks of Flagler College-Tallahassee primary goal is to
increase student enrollment in the Spring semester of 2017 by at least 17
enrollees. This influx to the Spring semester would be a significant increase in
future enrollment numbers.
The following market research plan was designed to collect information on
Tallahassee Community College students and their awareness of Flagler College -
Tallahassee. Through the affordable rates for Bachelor level degrees, quality
education and convenience, Spring enrollment numbers should be significantly
greater.
II. Identify a problem
Student enrollment specifically in the Spring semester is stagnating. There is not
enough awareness of the incentives, benefits and compensations that are affiliated
with the decision to enroll at Flagler College-Tallahassee.
III. Messaging Relatedto the Problem…Students May Not Know About…
i. Cost efficiency: Tuition & Financial Aid
i. The decision to further your education can be a hectic and stressful
process. Why not decide on a quality education for the fraction of the price
at Flagler College-Tallahassee.
ii. More than 90% of Flagler students receive financial assistance through
scholarships, grants, loans and work study programs.
iii. The FRAG (Florida Resident Access Grant) will cover approximately one
third to one half of student tuition per year. After the FRAG is applied,
students are paying the same amount for tuition as TCC students.
iv. Tuition is $225 per credit hour and many students qualify for some form
of financial assistance.
Flagler College-Tallahassee provides a quality education at a fraction of the price
of other state Universities. Tuition is $225 per credit hour and many students
qualify for some form of financial assistance. In addition to federal and state
financial aid programs, Flagler College-Tallahassee offers several scholarships
and three tuition assistance programs. Sources of assistance include Pell Grants,

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Stafford Loans, the Florida Minority Teacher Scholarship, awards offered under
the Florida Bright Futures Program, and the FRAG grant. The most noted form of
financial assistance through the college is the FRAG grant. It is awarded to
Florida residents who are enrolled full-time and do not already have a four-year
degree. The award amount varies each year and it is anticipated that the award
will cover approximately one third to one half of student tuition per year. After
the FRAG is applied, students are paying the same amount for tuition as TCC
students. Currently, students are awarded $1,500 dollars per semester.
ii. Quality Education
i. Flagler College-Tallahassee is a regionally accredited private college and
is significantly obtaining a 70% graduation rate.
ii. Flagler College-Tallahassee has a 70% eligibility rate which helps to
minimize the difficulty of eligibility acceptance.
iii. Professors who are hired at Flagler College-Tallahassee must prove that
they have real-world experience.
iv. Flagler College-Tallahassee offers Bachelor of Arts programs in
Accounting, Business Administration, Elementary Education, Elementary
Education/Exceptional Student Education, and Strategic Communication.
Flagler College-Tallahassee was initiated in the Fall of 2000 to fulfill a legislative
mandate to increase opportunities for students seeking four year degrees. The
professional programs offered at Flagler College-Tallahassee allow students to
have a stronger focus on their specific field of study by professors with real-world
experience. Flagler College-Tallahassee offers Bachelor of Arts programs in
Accounting, Business Administration, Elementary Education, Elementary
Education/Exceptional Student Education, and Strategic Communication on the
campus of Tallahassee Community College. The program has grown to over 450
students and over 2,000 graduates to date.
iii. Convenience
i. Flagler College-Tallahassee is conveniently located on the campus of
Tallahassee Community College.
ii. Flagler College-Tallahassee offers day and evening classes to meet the
needs of both the traditional, college-aged students as well as
nontraditional working adults.
iii. Smaller class sizes allow the opportunity to have face to face
interaction with professors.

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Flagler College-Tallahassee is conveniently located on the campus of Tallahassee
Community College. There is no need to fight the hectic traffic to park your car
and get to classes. Students who rely on Star Metro for transportation will have
the same convenient bus routes they are already familiar with.
Day and evening programs are designed to meet the needs of both the traditional,
college-aged students as well as working adults. Students attending the day
program take up to 15 hours per semester. Day classes meet between 8:30 a.m.
and 3:00 p.m. Monday through Friday. Evening students take 12 hours per
semester and attend three times per week. Evening classes meet between 6:00
p.m. and 9:20 p.m. Mondays, Tuesdays, and Thursdays. Classes in the evening
program are scheduled sequentially (one per four weeks), allowing students to
focus on one subject area at a time (www.myflager.edu/tallahassee).
Smaller class sizes allow the opportunity to have face to face interaction with
professors. Professors at Flagler Tallahassee are educated advisors with a
nurturing and caring attitude. They are readily available, easy to reach, and are
present to answer any questions at any time during the decision making process,
and throughout your enrollment at Flagler College-Tallahassee.
IV. ResearchMethodology
The primary data collected determined which creative messaging to incorporate in
the survey. There are approximately 14,000 students enrolled with Tallahassee
Community College. For Spring 2016, 73 students enrolled at Flagler College-
Tallahassee; of which, 65 are graduates directly from TCC. Dean Parks at Flagler
College-Tallahassee has a set goal to enroll 90 students for the Spring semester of
2017. This is only a 23% increase which is feasible.
Although Dean Parks would like a 23% increase in Spring enrollment, we
concluded through effective messaging and engagement, there can be an even
more significant increase in enrollees with Flagler College-Tallahassee. In order
to discover why Spring enrollment is at a decline, we will conduct a survey to test
what creative messaging resonates with TCC students about Flagler College-
Tallahassee. This survey will also inform students of the various benefits that
Flagler College-Tallahassee has to offer.
First, we will scan the environment to see what marketing and advertising is
currently used. The objective is to research and identify all aspects of Flagler
College-Tallahassee’s promotion process including signage, class visits, advising
staff, word of mouth, etc.
For supporting tools, surveys will be utilized. Our group will poll approximately
100 TCC students, traditional and non-traditional. A series of questions will be
asked surrounding the Flagler brand. This method will assist in evaluating what
theme and type of messaging is effective in increasing Spring enrollment.

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We will also be utilizing secondary research such as; Flagler College main
campus’s perceptions and marketing concepts through Big Data research to
measure and compare what is effective.
After all data is collected and evaluated, we feel that the results will assist in
identifying what types of market and advertising is effective during the Fall
semester to increase in enrollment in the Spring.
This method of research will cost little to zero budget.
V. Justification
Based on the identified problem of declining enrollment of TCC students during
the Spring semester at Flagler College-Tallahassee, the chosen methodology to
conduct research was by survey. A series of questions related to the Flagler brand
were assessed to TCC students to obtain quantitative feedback on their awareness
of the Flagler brand in Tallahassee. All surveys conducted were anonymous
unless otherwise notified.
As upcoming graduates of Flagler College-Tallahassee, we would like to maintain
the reputation of our alma mater. Flagler College is recognized as one of the top
ten colleges in the south by the U.S. News & World Report’s Best Colleges.
Promoting the Flagler brand and making students aware of Flagler College-
Tallahassee can benefit their educational needs just as well as the surrounding
state universities.

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VI. References
http://www.flagler.edu/academics/flagler-college-tallahassee/
Ms. Emily Micik, Coordinator of Admissions
Dr. Donald K. Parks, Dean