Whether we’re creating campaigns to target new students or improving communication with alumnae, our staff believes the first step in developing effective marketing solutions for Meredith is to ask the right audience the right questions.
In keeping with this philosophy, the marketing team uses survey and focus group research techniques whenever possible to inform our creative process.
- Meredith’s “I Believe…” undergraduate recruitment campaign was developed following a comprehensive study conducted by Generation/Jan Krukowski in 2003. The marketing team recently updated the “I Believe…” campaign as a result of survey research conducted in 2007-08.
- Prior to launching a new homepage (Spring 08) and the new E-news page (Fall 07), our web team solicited input from many groups, including current students.
- Beginning with the Fall 2008 issue, the alumnae section of “Meredith Magazine” will include new features developed through focus groups with alumnae.
- As part of our efforts to create a marketing plan for the Master of Education program, the marketing team partnered with the education staff to survey area teachers on their media usage and conduct a focus group with students currently enrolled in the program.
For more information about how research drives Meredith’s marketing decisions, contact Kristi Eaves-McLennan, executive director of marketing, at (919) 760-8455.