School district survey involves students in marketing outreach

'Students solve real-world problems

Crawford AuSable School District is just one of the satisfied clients Marketing Professor Holt Wilson and his students have successfully served through the Marketing Research and Planning Council (MRPC).

Founded by Wilson and CMU marketing professor Richard Divine in 1997, MRPC gives students the chance to learn first-hand about marketing research and planning while providing a link between professionals and students. Wilson and his students use the latest marketing tools to provide top-notch, cost-effective market research and analysis, forecasts, market plans, and training to businesses and other organizations.

“I try to teach them the nuts and bolts of research along with the appropriate theory. Students learn by getting involved, and that stimulates their interest,” Wilson said.

Helping a school district
better serve the community

When the calls come in, Wilson evaluates them, chooses one or two, and matches them with the right students to provide a mutually beneficial experience for both the client and the students.

The Crawford AuSable School District Needs Assessment and Marketing Study was one such successful pairing.

Under the guidance of Wilson and marketing professor JoAnn Linrud, Michelle Couture, an ’04 marketing graduate, worked with Katie Vought and Sarah Bonnell on a school project that took approximately two months to complete.

The students and faculty met with the Crawford AuSable School District, identified and clarified objectives, then developed a list of survey questions for the client’s approval. After obtaining a list of names, the team outsourced a telephone survey, collected the data, and, after analyzing it, presented an oral and written report to the client.

“The presentations were so well-received that the students were invited back to present to the board of education,” Wilson said. “The board was very impressed with their work.”

Milli Haug, superintendent of the Crawford AuSable School District, said the research will be useful.

“The MRPC survey provides a baseline for us to use as we evaluate how well we are working with our community,” Haug said. “The process they used was excellent, and we really liked working in partnership with CMU.”

Projects that can lead to careers

The Crawford AuSable School District experience helped two of the three student researchers get jobs as marketing researchers at JD Power and Associates after graduation. Couture currently works for the firm as a marketing researcher.

“Wilson gave us a chance to learn the research process from start to finish,” Couture said.

Senior Gina Simeri and marketing professor Holt Wilson go over the results of her Marketing Research and Planning Council project, “CMU College of Business Image Research Study,” which Simeri presented at this year’s Student Research and Creative Endeavors Exhibition.