research proposal update

Research Proposal

To create platforms for current and future sustainable involvement, by alumni and students, with the Vega family

1. Aim…

2. Research objectives…

3. Research groups…

4. Methodology…

5. Timeline…

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1. Aim

To acquire understanding on how students and alumni are associated with Vega.
This will allow insights to be gained for the creation of an innovative and effective platform to keep wisdomwithmagic alive amongst alumni

2. Objectives

Insights

To gain an understanding of what value means to students and alumni, in terms of Vega.

To understand what the problems (negative perceptions) are around Vega.

To find out what the T.M wants – where do they feel changes can/need to be made.

To identify the criteria that would induce people to get involved in a positive way

To identify how alumni can do better by doing more (what are they getting for giving)

To identify what would create a school that cares for you and treats you like a person

The insights will be pulled and placed into categorised groups. These groups are:
The what a load of bollocks
The I want to be involved but I don’t know hows
The I’ve never thought about its
The I’ve thought about it, know I’m not getting anything out of it, so I’m not going to do its

o To understand student’s aspirations and ideas for involvement with Vega

o Explore the creation of belonging and commonality with the Vega family/brand

o Understand the decisions and reasons for being involved with Vega

o Investigate existing ties Vega has with its alumni

o Investigate existing forms of communication Vega has with students and alumni

o To understand the workings and success of other alumni programs


Gauging of general information

To understand peoples current perceptions around Vega

Contact points

(Internal branding) – how do lecturers and the Vega environment add value

Where do internal branding changes need to be made

Effectiveness or lack there of, of all touch points. Both primary and secondary

How do alumni and students act as a contact point?



Who are the alumni? What makes them come back? How long did it take to come back? Would it have been different if?

3. Research Groups

Demographics
Between 18-25, 20-26 and 27 onwards
Within Joburg area

Segmentation

Segment 1.
18-25

They are entering or involved with tertiary education.
They think they know what they want to do with their lives.
They are active and social with a group of friends at these institutions.
They have a lot more time to be involved in different things.


Segment 2.
20-26

They are entering the working world (first job).
Their time is limited. They are trying to establish themselves and earn respect within the workplace.
They socialise with friends a lot less than before, as time is limited.

Segment 3
27 onwards

They have secure jobs with a stable income.
They are looking out for themselves.
Their time is limited because of pressure and deadlines within the workplace.
They try to make time to socialise with friends.


4. Methadology

Use interactive methods where ever possible..

Create a blog / facebook page….

Interact with students from 1st year to honours - creative questionnaire or discussion

Create something around Vega (in canteen)

Insights – in depth interviews


5. Timeline

Thursday 20 – Wednesday 26

Thursday 20

Friday 21
Segment market
Refine methodology.
Set up blog and facebook for research
Interviews

Saturday 22
Secondary research
Questionnaires
Blog! Blog! Blog!

Sunday 23
Pull insights from completed interviews and secondary research

Monday 24
Go to different campuses – questionnaires
Phone alumni
Phone alumni offices on different campuses

Tuesday 25
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Wednesday 26
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