RESEARCH OVERVIEW FOR THE DEPARTMENT OF CATHOLIC SCHOOLS Prepared by: Cornerstone Research & Marketing, Inc. November 2011

RESEARCH CONDUCTED MAY 2008 – City Catholic Education Perceptions JUNE 2008 – City Focus Groups – “users” and “potential users” JULY 2009 – Parent and Regional School Board Focus Groups JANUARY 2011 – Dropped Student/Open House Study FEBRUARY 2011 – Pastor Focus Groups MARCH 2011 – Suburban/Rural Education Perceptions

CITY CATHOLIC EDUCATION PERCEPTUAL STUDY KEY OBJECTIVES: Identify needs, satisfaction, expectations and interest of City of Buffalo residents METHODOLOGY: – Telephone = 165 – Intercept = 135 – 300 completes of parents of 2-11 year olds – 150 West Side residents – 150 East Side residents

CITY CATHOLIC EDUCATION PERCEPTUAL KEY FINDINGS Multiple education options are very important Many parents are unhappy with current options Quality of education/teacher quality are most important Quality of education is top reason behind current dissatisfaction Perception of Catholic schools rates high in quality Low ratings = lack of understanding and awareness 50% are interested in Catholic education Looking for better quality, more one-on-one attention and stricter discipline Roadblocks include “must be Catholic” and “cannot afford” Low awareness of available financial aid

CITY “USERS” AND “POTENTIAL USERS” FOCUS GROUPS KEY OBJECTIVES: Probe needs, uncover perceptions and motivations, analyze expected teacher qualities and sources of awareness METHODOLOGY: – 1 focus group of East and West side Catholic school current parents (9 participants) – 1 focus group of Buffalo Public or Charter school current parents (7 participants) – 1.5 hour groups – $50 Tops gift card

CITY “USERS” AND “POTENTIAL USERS” FOCUS GROUP KEY FINDINGS Most important aspect of child’s education = small classes, structure/strictness. Potentials also mentioned “learning”, “teacher dedication” and “willingness of students to learn” Quality of education means “teachers that know how to educate/care/get involved” Most important teacher quality = “care” Motivation behind choosing a Catholic school = “for a better education” Motivation behind choosing a Public school = “Catholic schools too expensive”, “have child with special needs” Motivation behind choosing a Charter school = “strict discipline”, “uniforms’, “staff responsiveness” Catholic school awareness = Church, word of mouth Potential usage of Catholic schools = strong, “if we could afford it” – awareness and perceptions are vague

PARENT AND REGIONAL SCHOOL BOARD FOCUS GROUPS KEY OBJECTIVES: Uncover expectations and attitudes towards Catholic elementary schools among Home School Association parents and Regional School Board members METHODOLOGY: – 1 focus group of parents (6 participants) – 1 focus group of Regional School Board members (4 participants) – 1.5 hour groups – No incentive used

PARENT AND REGIONAL SCHOOL BOARD FOCUS GROUPS KEY FINDINGS Most important characteristics that a strong Catholic elementary school must possess: – “Administration with vision” – “Staff that works together as a team” – “Strong and supportive Principal and Pastor” Key challenges in providing quality program = Principal (“dedicated”, “self starter”, “involved with current trends”, “out in the world”) Needs to be a “Catholic education system” Enrollment challenges/needs = other Catholic schools, marketing, networking with other schools, more help from the Diocese and more Pastor support Top priorities = “academic excellence”, “stability”

DROPPED STUDENT/OPEN HOUSE STUDY KEY OBJECTIVES: Open house experience, awareness and impact. Past-user reasons for leaving, current situation, and experience METHODOLOGY: – Telephone – Those who attended an Open House, but did not enroll (89 completes) – Those who had left a Catholic elementary school in the past year (111 completes)

OPEN HOUSE KEY FINDINGS Open House schools received positive ratings for “welcoming environment” and “friendly Principal/teachers”, and lowest ratings for “technology offerings” and “extracurricular opportunities” Final impression of school is lower than initial impression (technology, extracurricular, variety of types of classes, and facility impacting this perception) High tuition perception is the main reason parents claimed to not send child to the school they visited “Lower cost” would have impacted this decision positively, as well as “better quality teachers” and “if they reached out” Public school was chosen by ¾ of this group

DROPPED STUDENT KEY FINDINGS Highest rated factors = creation of a positive Catholic identity and value of the education Lowest rated factors = variety of programs/classes available, student diversity and technology offerings Dropped students left primarily for public schools “Cost” was the most influential factor for student loss, followed by “relocation”, and “better quality academia” 16% of dropped student parents did not feel their child was prepared for public school, with lack of reading skills being the primary reason

PASTOR FOCUS GROUPS KEY OBJECTIVES: Uncover Pastor opinions and recommendations regarding the future of Catholic elementary schools METHODOLOGY: – 1 focus group of Pastors with schools – 1 focus group of Pastors without schools – No incentive used

PASTOR FOCUS GROUPS KEY FINDINGS A general feeling that schools have lost what made them great (“faith is missing”, “not enough Catholicism”) A problem with the competition and tension between Catholic Elementary Schools Obstacles to growth = – Poor economy – Lack of planning & communications – Facilities – Quality of public schools – Decline of people attending Mass – Parental lack of involvement in schools

PASTOR FOCUS GROUPS KEY FINDINGS, cont. Pastors without schools don’t feel welcome Current structure needs to change Business model needs to change Need clear vision, workable model from Diocese Needs to be a system “Are schools still viable?”

SUBURBAN/RURAL EDUCATION PERCEPTIONS STUDY KEY OBJECTIVES: Identify needs, satisfaction, expectations and interest of suburban and rural residents METHODOLOGY: – Telephone – 300 completes of parents of 2-11 year olds – Erie County, Niagara County, Genesee County – No City of Buffalo residents

SUBURBAN/RURAL EDUCATION PERCEPTIONS STUDY KEY FINDINGS High satisfaction levels with available options Most important factors = “value of education”, “quality of teachers”, “academic quality”, “school atmosphere” Overall quality of education perception is average and could use improvement 32% would be positively affected if financial assistance is available Top reasons for low perception were awareness-based and perceptions that “Public schools have more to offer” and ”I’m not Catholic”

OVERALL MARKETING CONCLUSIONS Perception of Catholic elementary schools is good Product characteristics are needed Awareness of offerings is low Lack of understanding is evident Need to communicate anyone is welcome, and financial assistance availability