Winton Woods Schools Marketing Research Presentation

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1 Winton Woods Schools Marketing Research Presentation Prepared for: November 26, John Fox Marketing Consulting. All Rights Reserved. 1

2 CONTENTS Objectives & Methodology Detailed Findings (in the order of survey questions) Executive Summary CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 2

3 Objectives And Methodology. John Fox Marketing Consulting. All Rights Reserved. 3

4 OBJECTIVES/ACTIONABILITY Objectives Secure feedback from the Winton Woods school district residents on general education issues and communication of information regarding education Gauge community intent to vote for/against a possible bond issue for replacing six current schools with two new schools, associated opinions on this topic, and awareness of related issues Analyze the feedback both overall (statistically projectable to the entire voting public) and by appropriate demographics and geography, with a particular goal of being able to read results by the political entities of Forest Park, Springfield Township and Greenhills. Actionability Provide a go/no go decision on placing the bond issue on the ballot in May, 2013 If it is placed on the ballot, determine the best message and sources for disseminating information in pre-vote marketing, PR and other communications to help ensure its passage. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 4

5 METHODOLOGY/STATISTICS 400 completed telephone interviews, averaging 14 minutes in length Among a random sample of Winton Woods school district households, with quotas by zip code. Completed October 2-22, 2012 All participants were screened for indicating that they are registered voters. Multiple-part questions were presented in a different rotation each interview. As a benchmark, results from some questions are compared to similar-type research conducted from 1998 to 2011 for the Wyoming (OH) Schools and in 2012 for the Milford (OH) schools. The error range is plus or minus 4.9% at the 95% confidence level (the standard level of the research industry) For comparisons within a single question, approximately 10 points of difference are necessary for statistical significance. For comparisons between two question in this study or for any question versus the other districts studies, approximately 6 to 7 points of difference are necessary for statistical significance. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 5

6 Detailed Findings (In the order of survey questions). John Fox Marketing Consulting. All Rights Reserved. 6

7 Overall Awareness (%) How knowledgeable would you say you are regarding the potential bond issue for building new schools in the Winton Woods district? Highly Aware 17 Somewhat Aware 44 Totally Unaware % in Milford & Wyoming CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 7

8 Quality of Education (%) How would you rate the overall quality of education being provided by the Winton Woods School district? Excellent 5 66% Excellent or Very Good in Milford Very Good 22 Good 28 Fair 14 Poor 11 Don't know CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 8

9 Board Performance (%) How would you rate the performance of the Winton Woods School District's Board of Education? Excellent 3 Very Good 18 Good 28 Fair 20 Poor 9 Don't know CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 9

10 Top Priority (%) Which of the following issues do you think should be the top priority for the Winton Woods School District to work on during the next two years? Improving students' performance and the district's academic standing 81 Improving the financial position of the district 8 Improving the physical quality of the school buildings 4 Discipline of students/bullying 2 Busing 2 More information on school issues 0.3 Parents more involved 0.3 Don't know CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 10

11 Introduction To Bond Issue Questions (As read in the interview) I m going to read you a brief description of the situation and proposed bond issue in the Winton Woods School District, so that we can get your feedback on various issues. As you may know, an official assessment of the condition of the six school buildings in the Winton Woods district indicated that all six schools would qualify to be rebuilt with matching funds from the state of Ohio. As a result, next May, residents of the Winton Woods School District may be asked to vote on a bond issue to provide funding for two entirely new campuses to replace the six current schools. There could be a pre-kindergarten through sixth grade campus located at the current Winton Woods Middle School site in Greenhills, and a grade 7 through 12 campus located at the current Winton Woods High School site at Kemper and Winton Roads. This bond issue would be for approximately $68 million dollars. If the issue were to pass, the state of Ohio s would then provide an additional $30 million dollars, to fund the entire project. The bond issue would involve an additional property tax of 8 mills, or 8 tenths of one cent. The result would be approximately an additional $240 dollars per year on every $100,000 dollars of a home s market value. If the bond issue were not to pass, the district would need to incur approximately $64 million dollars in repairs and maintenance over the next 15 years. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 11

12 Intention To Vote On Bond Issue (%) If the election for or against this bond issue were held tomorrow, would you say you would be Strongly In Favor Of It 19 29% if highly aware Somewhat In Favor Of It 24 Don't Know/Undecided 4 Somewhat Against It 21 43% if highly aware Strongly Against It CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 12

13 Reasons For Positive Evaluation (%) Why do you say you would be strongly in favor/somewhat in favor? Why else? Any other reasons for your opinion on the bond issue or new school construction? (n=172) EDUCATION-RELATED (NET) 37 Children need quality schools/important for children 11 Education is important/most important 10 Need new schools to keep up with other districts 5 Environment is part of student success 4 FACILITIES-RELATED (NET) 26 Need a new school (building)/new schools 11 Buildings old/outdated/need modernizing/updating 6 Need improvement 3 OPERATIONS ECONOMIES (NET) 14 More cost efficient/best way economically 9 Like combining schools 3 GENERAL (NET) Will support 3 9 Responses with 3%+ mentions PERSONAL REASONS (NET) 8 Have children in the district 5 TAX/FINANCIAL-RELATED (NET) 5 State funding available/lose $30 million if don't use it 3 Need more information/details CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 13

14 Top Reasons For Negative Evaluation (%) Why do you say you would be strongly against/somewhat against? Why else? Any other reasons for your opinion on the bond issue or new school construction? (n=210) TAX/FINANCIAL-RELATED (NET) 36 Pay too much already 16 Do not want to pay more taxes 8 Too expensive 6 Tax increases every year/two years 3 EDUCATION-RELATED (NET) 24 Spend on better/more teachers/education/not buildings 11 Schools not performing academically/low ratings 6 Does not help improve quality of education Will support when performance rating goes up 3 3 TIMING/ECONOMY-RELATED (NET) 17 Can't afford Bad economy/economic situation/not a good time 4 15 Responses with 3%+ mentions CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 14

15 Other Reasons For Negative Evaluation (%) Why do you say you would be strongly against/somewhat against? Why else? Any other reasons for your opinion on the bond issue or new school construction? (n=210) OPERATIONS/SPENDING-RELATED (NET) 13 $ not well spent in past/thrown away on bad projects/wasted 4 Not sure where $ is going now/how handled fromlast levy Promises not kept in past 3 3 GENERAL (NET) 11 No reason for new schools 6 FACILITIES/LOCATION-RELATED (NET) 9 Do not like combining schools 6 NOT NEEDED (NET) 9 Schools can be repaired/maintained as is 4 Schools should not be replaced Schools okay as is 3 3 PERSONAL REASONS (NET) 6 No children in school/district ECONOMICS (NET) 5 5 Need to come up with money in other ways/not taxpayer Need more information/details 4 7 Responses with 3%+ mentions CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 15

16 Agreement On Issues (%) Using the scale Agree Strongly, Agree Somewhat, Have No Opinion, Disagree Somewhat or Disagree Strongly, please tell me how strongly you agree or disagree with the following statements: (RANKED BY AGREE STRONGLY + SOMEWHAT) Agree Strongly Agree Somewhat No Opinion/Don't Know Disagree Somewhat Disagree Strongly Happy with locations of the 2 proposed new schools pre-k thru 6 in Greenhills, grade 7-12 where the high school is now Board of Educ. will be responsible in wisely spending tax dollars on behalf of the schools & students Winton Woods District residents have been taxed enough, and will not tolerate any more tax increases, even for education The district should not vote for new school buildings until student test scores and school ratings improve Existing school buildings in the district can be repaired or improved, so no need for new construction Instead of plan to build 2 new schools now, district should ask for half of necessary funds & build 1 school now and 1 sometime in future Issue would have better chance of passing if it cost more but w/something of value such as new community center If issue passes, will pay higher taxes but get more than what put intotaxes out of home when eventually sell it % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 16

17 Importance of Selling Points (%) I'm going to read you a list of possible reasons to vote in favor of a bond issue for construction of new Winton Woods district schools. Please give me your opinion on whether each statement is Very Important, Somewhat Important, Not Too Important or Not At All Important as a reason for people to vote in favor of the bond issue. Very Important Somewhat Important Not Too Important Not At All Important Don't Know This is our chance to take advantage of state funding. The district loses $30 million dollars from the state if the bond issue fails New school buildings are needed for the the long-term future of the school district, to ensure that the next generation of students has adequate facilities If the upcoming bond issue fails, home values in the area will decline The current school buildings are inadequate in terms of factors such as space, security, technology and energy efficiency If the upcoming bond issue fails, the schools will require sizable operating budget increases for maintenance and repair Without new school buildings, the area will not be attractive for families to move to the district If the Winton Woods district has new school buildings, the performance of students and school ratings will improve % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 17

18 Awareness Of Specific Issues (%) Please tell me how aware you were, before today, of each of the following factors relating to the facilities of the Winton Woods schools, using a scale of Totally Unaware, Somewhat Aware or Highly Aware.. (RANKED BY HIGHLY AWARE) Highly Aware Somewhat Aware Totally Unaware Don't Know That the state of Ohio will fund approximately onethird of the building costs, but only if the district passes a bond issue for the other twothirds That the state of Ohio assessed the district's school buildings and determined that all of them are eligible to be rebuilt with matching funds from the state % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 18

19 Amount of Communications/Information Thinking about the various communications you receive from the Winton Woods School District, such as school newsletters, postcards, calls and s, would you say that the amount of information you receive is Too little 57% About the right amount 33% Too much 4% Don't know 6% 0% 10% 20% 30% 40% 50% 60% 70% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 19

20 Frequency of Communications/Info. Would you say that the communications you receive from the Winton Woods School District is... Not frequent enough 57% About the right amount of frequency 35% Too frequent 4% Don't know 4% 0% 10% 20% 30% 40% 50% 60% 70% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 20

21 Clarity of Communications/Information Would you say that the information you receive from the Winton Woods School District is... Clear 33% Needs some improvement in its clarity 26% Needs a lot of improvement in its clarity 25% Don't know 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 21

22 (Unaided) Sources of Information (%) Where do you get most of your information regarding the Winton Woods Schools? Community press/greenhills/hilltop 31 Newsletters/Mailings from the Winton Woods schools 27 Friends/relatives/other parents/word-of-mouth 22 Cincinnati (online) Enquirer/Cincinnati.com 14 (District's) website 10 Teachers/Other employees/visits to schools 7 From (my) children/students 6 TV/Cable TV/Public TV 5 Phone calls 3 School Board Meetings/ Community Listening Sessions Parent meetings and community events at the schools FaceBook/The schools' and district's FaceBook pages Church Message board/billboard at school Don't receive information/none CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 22

23 Interviewee Demographics. John Fox Marketing Consulting. All Rights Reserved. 23

24 Gender (%) Female 56 Male CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 24

25 Age (%) 30 or less Prefer not to answwr CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 25

26 Education (%) High school graduate or less 21 Some college/ Business/Tech. school 26 College graduate 31 Graduate school/degree 22 Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 26

27 Marital Status (%) Married 66 Single, Widowed, Divorced, Separated 33 Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 27

28 Number Of Children At Home Age 18 or Under (%) Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 28

29 Currently Have Children in Winton Woods Schools (% of those with children) (n=105) Yes 60 No 38 Prefer not to answer 2 NOTE: This represents 16% of the total sample currently having children in the schools CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 29

30 Ever Had Children in Winton Woods Schools (% of those without children in schools) (n=337) Yes 61 No 38 Prefer not to answer 1 NOTE: This results in 68% of the total sample currently or ever having had children in the schools CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 30

31 Currently/Ever Had Children in Private or Parochial Schools (%) Yes 34 No 65 Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 31

32 How Long Lived in Winton Woods District (%) <2 Years Years Years Years Years 65 Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 32

33 Zip Code (%) CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 33

34 Ethnicity (%) To be sure our sample is representative of various ethnic groups, please indicate your ethnic status. Caucasian 58 African-American 37 Hispanic 0.5 Asian 0.3 Some other ethnic background 1 Prefer not to answer CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 34

35 Executive Summary. John Fox Marketing Consulting. All Rights Reserved. 35

36 EXECUTIVE SUMMARY The major conclusions from the research are as follows: There is a tremendous lack of awareness in the Winton Woods school district regarding the potential bond issue and the new school construction. Reaction to the proposed plan is more negative than positive, and opinions are such that it is recommended not to place it on the ballot in May of This is also based on comparing Winton Woods results with previous studies for Wyoming and Milford, which had stronger inclination to vote in favor of a tax levy/bond issue, much higher awareness levels, and a correlation between awareness and intent to vote positive that does not exist in Winton Woods. The dominant issue in the minds of residents is the need to improve the students performance and the district s academic standing. Awareness/Communications Awareness is relatively low overall and for the key point relating to state matching funds that are only available if a bond issue passes. More than half the sample perceives that they receive too little information about the schools and that it s not frequent enough, and only a third say that the information is clear. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 36

37 EXECUTIVE SUMMARY (continued) Opinions On The Proposed Bond Issue There are 19% strongly in favor, 24% somewhat in favor, 21% somewhat against, 32% strongly against, and 4% don t know. The key figures to look at based on past school district research, are the 43% in favor and the 53% against. For perspective, all of the successful Wyoming bond issues/tax levies that were researched had at least 59% in favor (and the actual vote in favor was always within 1 to 2 percentage points of this). The one time that Wyoming received only 43% in favor (a bond issue for a new middle school), it was recommended not to go ahead. The district then waited almost three years, the next study showed 74% in favor, and the vote came in at 73% in favor. Similar-type research earlier this year for Milford found 57% in favor of a proposed levy that was narrowly defeated in November, 2012 pending absentee and provisional ballots and a possible recount (losing by 300 out of 21,600+ votes cast). CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 37

38 EXECUTIVE SUMMARY (continued) Academic Standing 4 out of 5 interviewees choose improving the students performance and the district s academic standing as the top priority for the next two years, compared to only 8% for improving the district s financial position and 4% for improving the quality of the school buildings. Volunteered reasons for voting in favor of the bond issue focus more on education than any other reason, but these opinions are more general and do not indicate at all that new buildings will improve academic standing. Volunteered reasons for voting against the bond issue focus more on the expected tax/economic burden. But there are also education-related reasons specifically focusing on preferring to spend funds on teachers, mentioning the low scores, that buildings won t help the situation, and even noting that they won t vote in favor until things improve. Among seven possible selling points tested, the one deemed least important is that new buildings will improve performance/academic ratings. Thus the feeling in the community is more that the academics should dictate the buildings, not the other way around. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 38

39 EXECUTIVE SUMMARY (continued) Other Findings Confirming the academic standing issues, ratings on the overall quality of education in the district are low both in the absolute and compared to the same question asked in Milford. A significant level of don t know responses for this question and for evaluation of school board performance support the conclusion on lack of awareness. Following the unaided reasons for voting in favor or against, a series of aided questions indicate that the community s issues are: taxes too high, believing schools can be repaired, and preferring to wait for test scores to improve; as opposed to being unhappy with the proposed school locations, believing the board will be irresponsible, having a better chance of passing if it included something for the community, or that it s better to do part now and part later. From another series of aided questions, the most important selling points for voting in favor are indicated to be: requiring operating budget increases if it fails, this being the chance to take advantage of state funds, needing to build for the long-term future, and the inadequacy of the current buildings. Unaided, the most noted sources of information on the schools are community newspapers, school newsletters/mailings and word-of-mouth. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 39

40 EXECUTIVE SUMMARY (continued) Other Findings (continued) There are numerous statistically significant differences in the research results by demographics, geography and other key break-outs of the data that are highlighted in the Summary word slides in the Detailed Findings portion of this analysis. These particularly relate to ethnicity and having children in the schools (or not). One especially interesting look at demographics is that the top two information sources (community newspapers and school newsletters/mailings) reach totally different audiences. Indicated Actions One possible rationale for placing this proposed bond issue on the ballot in 2013 is if this is the only/last chance to take advantage of the availability of state funds. If this is the case, Winton Woods schools might consider additional research to test the persuasiveness of this point (along with other communications messages), perhaps via a relatively inexpensive online study sent to addresses of parents of current and former students in your database. CONFIDENTIAL. John Fox Marketing Consulting. All Rights Reserved. 40

41 If there are any questions or comments about this research, please contact John Fox (513) John Fox Marketing Consulting. All Rights Reserved. 41

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