Defining the Christian Higher Education Market In Canada

1. Prepared for AGM, Oct 20 2006 Defining the Christian Higher Education Market In Canada

2. A 3 phase process will move us from understanding needs to delivering insights into opportunities Consultation Exploration Quantification

3. Consultation with CHEC has 3 goals • Further clarify the research objectives, the target audiences, and the timelines. • Invite senior CHEC/EFC decision makers to share your views on i) challenges related to the position of Christian education in the higher education market and ii) the perceived position of the Christian faith/community in Canada. • Lay out a plan for collaboration between Ipsos Reid and CHEC/EFC officials as the research program unfolds.

4. Qualitative exploration, through focus groups, will be undertaken with 3+ of these groups High school students Parents of high school/ higher ed. students 18-24 year olds not in school, but considering post-secondary education Current Christian higher education students General public Alumni of Christian higher education institutions

5. Key Targets/Stakeholders (on-line) Market Sizing (telephone) 2000 General Public Targets*: 500 HS students 500 Parents of HS students 500 18-24 considering higher ed Stakeholders:1000 Christian higher ed. students 1000 Christian higher ed. alumni 1000 General Public * Would consider Christian higher education Quantitative survey research will have two parts: Market Sizing & Survey of Key Stakeholders

6. Questionnaire Design • Market sizing: Very short survey: just key belief questions and intent to attend/consider Christian higher education • Target/Stakeholder survey—three elements: • Core Questions For All Stakeholders: three quarters of survey—cover attitudes toward education in general, Christian education in particular, faith and relationship with the church. Derived from findings of qualitative research. • Separate Questions for specific stakeholder groups • Psychographics: values, lifestyles, and personality type

7. Four Levels of Analysis • Who and Where: Socio-demographic & regional characteristics of Christian population and of Christian higher education market • Drivers and Barriers: Modeling beliefs, behaviors and characteristics that attract/repel people considering Christian higher education • Schools of thought on Christian Higher Education: psychographic segmentation of Christian higher education market • How CHEC schools are viewed: Profile of CHEC institutions image on multiple key dimensions, compared other post-secondary institutions

8. Analysis and Reporting • Phase 1: Pre-research Strategic Consultation Session Report: Summary report of discussions during the Strategic Consultation Sessions, including implications for subsequent qualitative and quantitative phases. • Phase 2: Qualitative Research Report and Presentation: Full-length detailed written report of all focus group and in-depth interview discussions. This will include a Strategic Overview, and a detailed description of key themes and trends, supported by verbatim quotes. • Phase 3: Quantitative Research Report and Presentation: Full-length detailed report of findings for all stakeholder groups, including a separate chapter on the psychographic segmentation. • Strategic Implications Report: This Report will draw from major conclusions and implications in all research phases to offer insights into what CHEC/EFC needs to pay attention to as it embarks upon its marketing and communications strategy.

9. This comprehensive research program will deliver… • An accurate sizing of the current and potential market for Christian higher education in Canada • Insight into the drivers and barriers to enrolment in Christian higher education • A clear sense of who your target segments are, what they want and how to reach them • Guidance on what to offer and what to say to whom, to increase enrolment in Christian higher education