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Introduction - CEO Interview - Educational Progress  

Real Demand
Market Research Indicates Bright Future for Paerangi Schools

BRC SOCIAL & MARKETING RESEARCH
Level 7, Forsyth Barr House
45 Johnston Street
P.O. Box 10-617
WELLINGTON
phone: +64 4 499 3088
fax: +64 4 499 3414
email: info@brc.co.nz
PHASE 1 – BRAND AWARENESS
2003 market research shows that there is significant potential for the Māori boarding schools to increase their rolls.

In May 2003, Paerangi Limited contracted BRC Social and Marketing Research (who also undertake the regular Te Mana Campaign Public Awareness Surveys for the Ministry of Education) to survey Māori households nationally on their attitudes towards and perceptions of the remaining Māori boarding schools. The purpose of the survey was to begin a process for understanding the potential market for these schools.

Surprisingly, the research shows that the Māori boarding schools have a relatively low profile within the national Māori community.

Only 12% of those interviewed knew a lot about the schools, while

48% were unaware of their existence.

Of those who either knew a lot or a little about the existing Māori boarding schools, only 11% had a clearly negative view of the schools. In spite of their relatively low profile,

70% of those interviewed would recommend sending students to these schools (although 36% had some reservations).

PHASE 2 – MARKET DEMAND
2004 market research estimates that the demand for places at Māori boarding schools is substantial. A conservative
assessment of this demand suggests that between 3,618 to 4,237 students want to attend these schools.

In June to July of 2004, BRC undertook a new survey of homes with Māori rangatahi to assess the potential market for the Māori boarding schools. 33,3755 households with approximately 55,000 rangatahi were sampled and interviewed about their interest in Māori boarding school education.

BRC came up with two levels of demand for places for the Māori boarding schools.
  • Level 1 concerns the 34% of caregivers reported they would send their rangatahi to a Māori boarding school. The range for demand for places in level 1 is between 17,223 to 20,178 rangatahi.


  • Level 2 is more conservative and only concerns the students of parents who were informed about the schools. The research found only, 21% claimed to be fully/somewhat informed about these schools. The range for demand for places level 2 is between 3,618 to 4,237 rangatahi.
CONCLUSION
Market research suggests the real demand for these schools is significant and untapped. The challenge for each school now, is to successfully translate this demand into actual enrolments. This will require strategic and real investment in marketing and promotion of their schools and hostels.
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Introduction - CEO Interview - Educational Progress