1 A Business/Industry Study Of The Contract Training Marketing Potential at A Sample College Aaron P. Donsky

2 Deliverables Coordinate data base construction Return data base with appended information Final report: identification of business/industry potential in service area,analysis of present market penetration, recommendations Detailed business contact information

3 Logic Behind The Project Geo-demographic Logic of understanding the characteristics of companies that you have done well with in the recent past Find more of the same in your service area and beyond

4 Submission of Project Files submitted 300 Names 200 were direct matches 50 were probable matches 25 no match possible 25 were suppressed—not company data 250 matched records

5 Key Business Segments-(present clients) Services (70-89) Public Administration (91-97) Based on combination of the number of clients and penetration rate

6 Public Administration Best with organizations of 99 employees or less 53% of Clients are in Cook county Other counties of note ( but much less) Lake, DeKalb ---Most effective with Executive/legislative(91) and Public Safety(92)

7 Services Has done best with organizations with 20 or more employees 66% of clients are in Cook County Other counties of note but much smaller in number: Kane, DeKalb, and Out of State Most effective with Health Services (80), Educational Services (82), and Membership Services (86).

8 Service Area= Base Area Cook, Kane, Dekalb, Champaign Public Administration Potential—384 Services—764 (reduced to 168 with 20 or more employees)

9 Possible Marketing Strategy Priority 1 Concentrate on Public Administration providers in SIC codes 91 and 92 within the employee range under 99 in Cook, Dekalb, and Kane

10 Recruitment Strategies Name purchase in combination with mini- open houses