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Methodology

How We Got Where We Are: The Meeting, Electronic Research, and Three Local Surveys

The HHS and our team communicated using email through which we were provided the challenge of increasing HHS membership sales. To better understand the scope of that challenge, we scheduled a meeting with Ethan Estabrook, the HHS webmaster, in which we then dedicated over 100 hours to research using online sources including exclusive IUPUI student databases and a local study including three surveys. 

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Electronic Research: Online Sources and Exclusive Databases 

Our team used search engines such as google and google scholar. Along with that, we used exclusive IUPUI student database search engines such as EBSCO (IUPUI) and ProQuest (IUPUI), in order to research and analyze a variety of different websites, journals, and books. The search phrases listed were used to narrow our results: 

  • “Brand Loyalty”; ProQuest + EBSCO

  • “Social Media” AND “Not-for-Profit Success”; EBSCO

  • “Social Media Marketing”; ProQuest

  • “Target Audiences”; ProQuest + Scholar

  • “Niche Marketing” AND membership; Google + EBSCO

  • “Conversion marketing” AND nonprofit; Google + EBSCO

  • “Conversion marketing” AND call-to-action; Google + Scholar

  • “Conversion marketing”; Google + Scholar 

  • “Digital appeals’; ProQuest

  • “Effective Conversion Marketing Strategies” Google, Google + Scholar 

  • “Conversion Marketing” AND “Call-to-Actions” Google, Google + Scholar 

  • “Conversion Marketing” AND Text; Google, Google +Scholar

  • “Conversion Marketing” AND Picture; Google, Google +Scholar

  • “Conversation Marketing” AND Video; Google. Google +Scholar

  • “Conversion Marketing” AND Pop-up; Google, Google +Scholar

  • “Conversion Marketing” AND Feedback; Google, Google +Scholar

Zoom Meeting with Our Client: Ethan Estabrook

Our team scheduled a zoom meeting with our client, Ethan Estabrook, for Friday, September 29th, 2023 at 11:00AM to discuss the scope of the challenge and the expectations of the recommendation report. During the meeting, we confirmed that the HHS wanted us to find different ways to increase membership sales.

 

We were informed of details such as the HHS’s previous and current marketing techniques and strategies as well as target demographics, comfortability with website and social media adjustments, realistic budgets, and who at the HHS will be viewing our report. We then determined the direction of our research and suggestions that surround social sales and website conversion marketing strategies as well as social media and general online presence. 

Local Study Research: Our Surveys and The Process

We wanted to collect unique data that furthered our research as well as our knowledge and understanding about what motivates people to invest in an organization online–ultimately through a HHS membership sale. As a result, our team made three google forms to receive responses.

 

The survey, titled, “Help Wildlife! Take our Survey!” was sent to Ethan Estabrook to be posted on the HHS Facebook account and was shared to our personal social media accounts to reach a wider demographic. The survey received 44 responses. The link to the survey is provided here:

 

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The survey, titled “Help A Local Business! Take A Survey!” was distributed to personal contacts. The survey received 20 responses. The link to the survey is provided here: 

 

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The survey, titled, “How Social Media can Benefit A Local Business!” was sent to friends and posted it on social media accounts. The survey received 21 responses. The link to the survey is provided here:

 

 

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Through electronic research as well as conducting a local study, our team was able to collect unique data that not only furthered our research but also our knowledge and understanding, which contributed to our individual suggestions. 

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