CHEC Research Proposal Oct. 20, 2006

I. History CHEEA was founded for the purpose of using fairs to expose more students to Canadian Christian College Fairs (2000). In January, 2006, CHEEA merged under the banner of the EFC and CHEC. At this time the CHEC Council asked EMFT to expand its scope beyond the college and university fair to other initiatives which could attract more students to our institutions.

I. History Our goal: Expand Christian Higher education awareness, understanding and recruitment activities to impact student enrolment and mission fulfillment for CHEC members.

I. History The EMFT began this task by adopting a common marketing framework: Understand the Market (Research) Create Value (Marketing Plan) Deliver Value (Sales Plan) Manage Value (Evaluative Research)

I. History We wanted to ensure that a landmark collaborative marketing initiative like this be is based on the right information. Since there is very little collective market research the EMFT determined that this process would be best supported by reliable data and external guidance & expertise.

I. History Overview January Research-based marketing strategy adopted Feb./Mar. RFP’s and review of proposals May Approval of IR proposal by CHEC Council Creation of research working team June/Aug. Proposal refinement, funding strategy development and collaboration Oct. CHEC member interaction

II. Research Goals There are three goals we want to accomplish through this research: A. Market Identification - Who, how many, where? B. Student Decision Making Factors - Values, attitudes & beliefs, influencers C. Future Marketing and Branding - How results impact CHEC, our collective marketing planning and individual school enrolment planning Currently developing seminary and graduate school research integration strategy.

IV. Further Details Project Leaders from Ipsos Reid: Dr. Daniel Savas – Project Leader - 14 years of experience - Actively involved in marketing, image and positioning strategies for many higher education institutions Andrew Grenville – Strategic Advisor - 15 years of experience - Manages all North American research on religion, society and politics