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. |
