-
CTN Hotline StudioA Marketing Strategy Project Final
Presentationpresented by University of Michigans Community
Consulting ClubDecember 9, 2002
-
Focus QuestionsMethodsSurvey Statistics OverviewStatistics for
UsersStatistics for Non-UsersLaunch PlanLong-term
ConsiderationsFinancial ImplicationsAgenda
-
Focus QuestionsHow well does the Hotline Studio meet the needs
of nonprofit organizations?How can Hotline Studios participation
process be as user friendly and streamlined as possible?What are
the best means to increase participation in the Hotline Studio?
-
MethodsResearched CTN offerings in order to position Hotline
StudioBenchmarked similar studiosDeveloped survey to assess needs
of NPO
-
Number of surveys sent: 300Total number respondents: 80
(23.7%)Users: 43 (53.8%)Non-users: 37 (46.2%)
Survey Statistics Overview
-
Have you used Community Television Network (CTN) in the last?
(One month, three months, six months, one year, more than a
year)
Statistics for Users
Chart3
0.1627906977
0.1627906977
0.1395348837
0.1860465116
0.3488372093
One month16%
Three months16%
More than one year35%
Six months14%
One year19%
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1120%
Access Ann Arbor1630%
Acess Soapbox1935%
Other, Please specify815%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Sheet3
-
Statistics for UsersHow did you first hear about CTN?
Chart5
0.3333333333
0
0
0
0.4285714286
0.2380952381
Other24%
TV33%
Friend43%
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1120%
Access Ann Arbor1630%
Acess Soapbox1935%
Other, Please specify815%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Friend43%
TV33%
Other24%
Sheet3
-
Statistics for UsersWhich of the following CTN services do you
use?
Chart7
0.2558139535
0.3720930233
0.4418604651
0.1860465116
Other
Access Soapbox
Access Ann Arbor
Full Studio
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1126%
Access Ann Arbor1637%
Acess Soapbox1944%
Other, Please specify819%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Friend43%
TV33%
Other24%
Sheet3
Full Studio
Access Ann Arbor
Access Soapbox
Other
-
Statistics for UsersWhat is your overall perception of CTN?
Chart8
0.025
0.075
0.175
0.425
0.3
Favorable---->
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1126%
Access Ann Arbor1637%
Acess Soapbox1944%
Other, Please specify819%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
0
0
0
0
0
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
0
0
0
0
0
0
Friend43%
TV33%
Other24%
Sheet3
0
0
0
0
Full Studio
Access Ann Arbor
Access Soapbox
Other
0
0
0
0
0
Favourable---->
-
Statistics for UsersWould you recommend CTN to other Nonprofit
Organizations?(1 definitely not, 5 definitely)
Chart12
0
0.0238095238
0.1428571429
0.1904761905
0.6428571429
Recommendation---->
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1126%
Access Ann Arbor1637%
Acess Soapbox1944%
Other, Please specify819%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Friend43%
TV33%
Other24%
Sheet3
Full Studio
Access Ann Arbor
Access Soapbox
Other
Favourable---->
Importance----->
Technical training
Content training
Technical assistance
Content assistance
Ease of use
Recommendation---->
-
Statistics for UsersHow difficult do you think it would be to
use Hotline STUDIO to produce a 20-30 minute show? (1 not
difficult, 5 very difficult)
Chart16
0.0512820513
0.1282051282
0.4358974359
0.1794871795
0.2051282051
Difficulty------>
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1126%
Access Ann Arbor1637%
Acess Soapbox1944%
Other, Please specify819%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Friend43%
TV33%
Other24%
Sheet3
Full Studio
Access Ann Arbor
Access Soapbox
Other
Favourable---->
Importance----->
Technical training
Content training
Technical assistance
Content assistance
Ease of use
Recommendation---->
Six months14%
One year19%
Unsure29%
Six months38%
Yes54%
No46%
Difficulty------>
-
Statistics for UsersBased on this description, could Hotline
STUDIO be used to produce your current programs? Yes 54%No 46%Do
you see an opportunity to use Hotline STUDIO for programs that your
organization is not currently producing? Yes 54%No 46%
-
Statistics for UsersLikesFriendly and helpful staffEffective and
efficient means of reaching the communityFreeDislikesUncomfortable
with technical process
-
Statistics for Non-UsersPrior to receiving this survey had you
ever heard of Community Television Network (CTN) before? Yes
71%No29%If your answer to #4 was yes, how did you first hear about
CTN?
Chart11
0.32
0
0
0
0.48
0.2
Other20%
TV32%
Friend48%
Sheet1
When publicizing your organzations' mission, which methods are
more effective
tv48%
newspaper1531%
radio36%
internet1531%
other word of muth114823%
When publicizing your organization's events, which method is
most effective?
tv614%
newspaper1943%
radio1023%
internet94420%
When promoting your organization, how effective do you find each
of the following types of media?
12345
not effectivevery effective
tv877512.4285714286
newspaper3513853.2058823529
radio868902.5806451613
internet18121033.1764705882
Prior to receiving this survey had you ever heard of Community
Television Network (CTN) before
yes2571%
no1029%
If your answer to #4 was yes, how did you first hear about CTN?
Please choose one answer only.
tv832.0%
radio00.0%
magazine00.0%
newspaper00.0%
friend1248.0%
havent heard of it before3
other520.0%
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."
12345
not importantimportant
ease of use01211174.4193548387
content assistance25101163.4117647059
technical assistance01110234.5714285714
content training3610863.2424242424
technical training01411184.3529411765
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."useful
12345
not usefuluseful
explaining your organization's mission14611113.8181818182
recruiting volunteers1791163.4117647059
providing educational content1381283.71875
hosting call-in show1394612.1818181818
promoting events2289133.8529411765
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show.
notdifficult 113%
2515%
3926%
41132%
5 very difficult824%
How interested is your organization in using HOTLINE STUDIO?
not interested 1412%
2515%
31133%
4927%
5 very interested412%
Sheet1
0.0833333333
0.3125
0.0625
0.3125
0.2291666667
Other23%
Intenet31%
Radio6%
Newspaper32%
TV8%
Sheet2
0
0
0
0
Internet20%
Radio23%
Newspaper43%
TV14%
Sheet3
0
0
0
0
Importance--->
Internet
Radio
Newspaper
TV
0
0
0
0
0
0
0
Friend48%
TV32%
Other20%
-
Statistics for Non-UsersWhen promoting your organization, how
effective do you find each of the following types of media?
Chart7
2.4285714286
3.2058823529
2.5806451613
3.1764705882
Importance--->
TV
Newspaper
Radio
Internet
Sheet1
When publicizing your organzations' mission, which methods are
more effective
tv48%
newspaper1531%
radio36%
internet1531%
other word of muth114823%
When publicizing your organization's events, which method is
most effective?
tv614%
newspaper1943%
radio1023%
internet94420%
When promoting your organization, how effective do you find each
of the following types of media?
12345
not effectivevery effective
tv877512.4285714286
newspaper3513853.2058823529
radio868902.5806451613
internet18121033.1764705882
tv29%25%25%18%4%
newpaper9%15%38%24%15%
radio0.25806451610.19354838710.25806451610.29032258060
internet
Prior to receiving this survey had you ever heard of Community
Television Network (CTN) before
yes2571%
no1029%
If your answer to #4 was yes, how did you first hear about CTN?
Please choose one answer only.
tv829%
radio00%
magazine00%
newspaper00%
friend1243%
havent heard of it before311%
other518%
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."
12345
not importantimportant
ease of use01211174.4193548387
content assistance25101163.4117647059
technical assistance01110234.5714285714
content training3610863.2424242424
technical training01411184.3529411765
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."useful
12345
not usefuluseful
explaining your organization's mission14611113.8181818182
recruiting volunteers1791163.4117647059
providing educational content1381283.71875
hosting call-in show1394612.1818181818
promoting events2289133.8529411765
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show.
notdifficult 113%
2515%
3926%
41132%
5 very difficult824%
How interested is your organization in using HOTLINE STUDIO?
not interested 1412%
2515%
31133%
4927%
5 very interested412%
Sheet1
Other23%
Intenet31%
Radio6%
Newspaper32%
TV8%
Sheet2
Internet20%
Radio23%
Newspaper43%
TV14%
Sheet3
Importance--->
Internet
Radio
Newspaper
TV
-
Statistics for Non-UsersHow useful would a television program be
to help your organization with the following activities? (1 not
useful, 5 useful)
Chart14
3.8181818182
3.4117647059
3.71875
2.1818181818
3.8529411765
Promoting mission
Recruiting volunteers
Providing educational content
Call-in show
Promoting events
Sheet1
When publicizing your organzations' mission, which methods are
more effective
tv48%
newspaper1531%
radio36%
internet1531%
other word of muth114823%
When publicizing your organization's events, which method is
most effective?
tv614%
newspaper1943%
radio1023%
internet94420%
When promoting your organization, how effective do you find each
of the following types of media?
12345
not effectivevery effective
tv877512.4285714286
newspaper3513853.2058823529
radio868902.5806451613
internet18121033.1764705882
Prior to receiving this survey had you ever heard of Community
Television Network (CTN) before
yes2571%
no1029%
If your answer to #4 was yes, how did you first hear about CTN?
Please choose one answer only.
tv832.0%
radio00.0%
magazine00.0%
newspaper00.0%
friend1248.0%
havent heard of it before3
other520.0%
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."
12345
not importantimportant
ease of use01211174.4193548387
content assistance25101163.4117647059
technical assistance01110234.5714285714
content training3610863.2424242424
technical training01411184.3529411765
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."useful
12345
not usefuluseful
explaining your organization's mission14611113.8181818182
recruiting volunteers1791163.4117647059
providing educational content1381283.71875
hosting call-in show1394612.1818181818
promoting events2289133.8529411765
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show.
notdifficult 113%
2515%
3926%
41132%
5 very difficult824%
How interested is your organization in using HOTLINE STUDIO?
not interested 1412%
2515%
31133%
4927%
5 very interested412%
Sheet1
0.0833333333
0.3125
0.0625
0.3125
0.2291666667
Other23%
Intenet31%
Radio6%
Newspaper32%
TV8%
Sheet2
0
0
0
0
Internet20%
Radio23%
Newspaper43%
TV14%
Sheet3
0
0
0
0
Importance--->
Internet
Radio
Newspaper
TV
0
0
0
0
0
0
0
Friend48%
TV32%
Other20%
0
0
0
0
0
Technical training
Content training
Technical assistance
Content assistance
Ease of use
0
0
0
0
0
Promoting events
Call-in show
Providing educational content
Recruiting volunteers
Promoting mission
-
Statistics for Non-UsersHow difficult do you think it would be
to use Hotline STUDIO to produce a 20-30 minute show?
Chart1
0.0294117647
0.1470588235
0.2647058824
0.3235294118
0.2352941176
Difficulty------>
Sheet1
When publicizing your organzations' mission, which methods are
more effective
tv48%
newspaper1531%
radio36%
internet1531%
other word of muth114823%
When publicizing your organization's events, which method is
most effective?
tv614%
newspaper1943%
radio1023%
internet94420%
When promoting your organization, how effective do you find each
of the following types of media?
12345
not effectivevery effective
tv877512.4285714286
newspaper3513853.2058823529
radio868902.5806451613
internet18121033.1764705882
Prior to receiving this survey had you ever heard of Community
Television Network (CTN) before
yes2571%
no1029%
If your answer to #4 was yes, how did you first hear about CTN?
Please choose one answer only.
tv829%
radio00%
magazine00%
newspaper00%
friend1243%
havent heard of it before311%
other518%
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."
12345
not importantimportant
ease of use01211174.4193548387
content assistance25101163.4117647059
technical assistance01110234.5714285714
content training3610863.2424242424
technical training01411184.3529411765
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."useful
12345
not usefuluseful
explaining your organization's mission14611113.8181818182
recruiting volunteers1791163.4117647059
providing educational content1381283.71875
hosting call-in show1394612.1818181818
promoting events2289133.8529411765
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show.
notdifficult 113%
2515%
3926%
41132%
5 very difficult824%
How interested is your organization in using HOTLINE STUDIO?
not interested 1412%
2515%
31133%
4927%
5 very interested412%
Sheet1
TV
Newspaper
Radio
Internet
Sheet2
Other23%
Intenet31%
Radio6%
Newspaper32%
TV8%
Sheet3
Difficulty------>
-
Statistics for Non-UsersHow interested is your organization in
using Hotline STUDIO? (1 not interested, 5 interested)
Chart2
0.1212121212
0.1515151515
0.3333333333
0.2727272727
0.1212121212
Interest----->
Sheet1
When publicizing your organzations' mission, which methods are
more effective
tv48%
newspaper1531%
radio36%
internet1531%
other word of muth114823%
When publicizing your organization's events, which method is
most effective?
tv614%
newspaper1943%
radio1023%
internet94420%
When promoting your organization, how effective do you find each
of the following types of media?
12345
not effectivevery effective
tv877512.4285714286
newspaper3513853.2058823529
radio868902.5806451613
internet18121033.1764705882
Prior to receiving this survey had you ever heard of Community
Television Network (CTN) before
yes2571%
no1029%
If your answer to #4 was yes, how did you first hear about CTN?
Please choose one answer only.
tv829%
radio00%
magazine00%
newspaper00%
friend1243%
havent heard of it before311%
other518%
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."
12345
not importantimportant
ease of use01211174.4193548387
content assistance25101163.4117647059
technical assistance01110234.5714285714
content training3610863.2424242424
technical training01411184.3529411765
Based on the description, please rate the determining
characteristics, which would facilitate your use of CTN facilities.
Choose one answer for each attribute on a scale of 1 to 5, where 1
is "Not Important" and 5 is "Highly Important."useful
12345
not usefuluseful
explaining your organization's mission14611113.8181818182
recruiting volunteers1791163.4117647059
providing educational content1381283.71875
hosting call-in show1394612.1818181818
promoting events2289133.8529411765
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show.
notdifficult 113%
2515%
3926%
41132%
5 very difficult824%
How interested is your organization in using HOTLINE STUDIO?
not interested 1412%
2515%
31133%
4927%
5 very interested412%
Sheet1
TV
Newspaper
Radio
Internet
Sheet2
Other23%
Intenet31%
Radio6%
Newspaper32%
TV8%
Sheet3
Difficulty------>
Interest----->
-
Statistics for Non-UsersBenefitsPublic exposureCommunity
outreachEasier to use than full studioDrawbacksTime is a major
factor even after describing the Hotline Studio
-
Workshop CompressionUser Migration from Access Ann ArborWebsite
PromotionPublic Service AnnouncementHotline Studio CommercialLaunch
Plan
-
Special Invitation Reception and TourInclude Hotline Studio
collateral in all direct mailings between now and next
workshopLaunch Plan continued
-
Launch PlanWorkshop CompressionHow much training would you
expect to receive before using the new studio?
Chart18
0.4117647059
0.3529411765
0.1764705882
0.0294117647
0.0294117647
7-9 hrs
3-5 hrs
5-7 hrs
9-11 hrs
11+ hrs
Sheet1
Have you used Community Television Network (CTN) in the
last:
One Month716%
Three Months716%
Six Months614%Mean around 10 and 1/2 months
One Year819%
More Than One Year1535%
43
How did you first hear about CTN?
TV1433%
Radio00%
Magazine00%
Newspaper00%33%
Friend/relative/business associate1843%43%
Other1024%participantsurveybinder24%
Which of the following CTN services do you use?
Full Studio1126%
Access Ann Arbor1637%
Acess Soapbox1944%
Other, Please specify819%press release
What is your overall perception of CTN?
Unfavorable 1.13%
238%
3718%
41743%
Favourable 51230%
Please rate the importance of each of the following1 Not
important2345 Very imprtant
Ease of use11512224.2926829268
Content Assistance1714983.4102564103
Technical Assistance11012184.1219512195
Content Training5616763.075
Technical Training7411693.1621621622
Would you recommend CTN to other non-profits
Definitely Not 10%
212%
3614%
4819%
Definetly 52764%
Do you plan to use CTN in next
3 months1638%
6 months614%
1 year819%
Unsure1229%
Dont Plan to use00%
Based on description, how likely is your organization to use HTL
studio
Unlikely 1717%
2819%
31331%
4512%
Very Likely 5921%
Based on this description, could HOTLINE STUDIO be used to
produce your current programs?
Yes2154%
No1846%
Do you see an opportunity to use HOTLINE STUDIO for programs
that your organization is not currently producing?
Yes2054%
No1746%
How difficult do you think it would be to use HOTLINE STUDIO to
produce a 20-30 minute show?
Not difficult 125%
2513%
31744%
4718%
Very Difficult 5821%
How much training would you expect to receive before using the
new studio?
3-5 hrs1441%
5-7 Hrs1235%
7-9 Hrs618%
9-11 Hrs13%
11+13%
Please provide any further comments you may have.
Sheet1
One year19%
Six months14%
More than one year35%
Three months16%
One month16%
Sheet2
Friend43%
TV33%
Other24%
Sheet3
Full Studio
Access Ann Arbor
Access Soapbox
Other
Favourable---->
Importance----->
Technical training
Content training
Technical assistance
Content assistance
Ease of use
Recommendation---->
Six months14%
One year19%
Unsure29%
Six months38%
Yes54%
No46%
Difficulty------>
7-9 hrs
11+ hrs
9-11 hrs
5-7 hrs
3-5 hrs
-
Workshop CompressionUser Migration from Access Ann ArborWebsite
PromotionPublic Service AnnouncementHotline Studio CommercialLaunch
Plan
-
Launch PlanUser Migration from Access Ann ArborPositioning
Constraints of Access Ann ArborCTN resourcesAppropriate Content
-
Workshop CompressionUser Migration from Access Ann ArborWebsite
PromotionPublic Service AnnouncementHotline Studio CommercialLaunch
Plan
-
Launch PlanWebsite PromotionFeature New Star on multiple pages
Add text about Hotline StudioDevelop Hotline Studio pageNew
-
Workshop CompressionUser Migration from Access Ann ArborWebsite
PromotionPublic Service AnnouncementHotline Studio CommercialLaunch
Plan
-
CTN Announces.Hotline STUDIO
-
Available now to all Ann Arbor residents and Non-Profit
Organizations. Call 734-769-7422 to register!www.a2ctn.orgIts easy,
let CTN show you howNeed to recruit volunteers?Have a fundraiser
coming up?Have a message you want to share?Be the star of your own
show!!!!
-
Workshop CompressionSwitch to Hotline Studio from Access Ann
ArborWebsite PromotionPublic Service AnnouncementHotline Studio
CommercialLaunch Plan
-
Launch PlanHotline Studio CommercialWho:StaffWhat:Tour,
Components, Phone #/WebsiteWhere:Channel 17, Website
-
Special Invitation Reception and TourInclude Hotline Studio
collateral in all direct mailings between now and next
workshopLaunch Plan continued
-
Launch PlanSpecial Invitation Reception and TourIntroduction of
conceptStudio descriptionTourIdea generationPast
examplesBrainstorming
-
Special Invitation Reception and TourInclude Hotline Studio
collateral in all direct mailings between now and next
workshopLaunch Plan continued
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsWebsite EnhancementsStreamline text
Online interactive capabilitiesVideo capabilities
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsIncrease Workshop FlexibilityCross-train
facilitatorContingencyAlternate day/time Full day SaturdayOther
weekdays besides Wednesdays
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsEvaluation After
ProductionEvaluateStudio likes/dislikesShow likes/dislikesStaff
assistance needed?
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsSemi-Annual SurveyTargeted to Hotline
Studio usersCapture any change in attitude after production and
airingMeasure SatisfactionIntent to use again
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsCreate Promotional VideoTargeted to
NonprofitsIncludes:TestimonialsHow-toIntent:Promote StudioStimulate
Ideas
-
Website enhancementsIncrease workshop flexibilityEvaluation
after productionSemi-annual surveyCreate promotional videoBrand
Hotline Studio Long Term Considerations
-
Long Term ConsiderationsBrand Hotline StudioTagline to emphasize
outreachEmphasize benefitsPromotion, Recruitment, Community
ConnectionDe-emphasize Fear FactorsLive, Call-in
These are the three questions outlined in the original Letter of
Engagement.WOM is powerfulDifficulty hurdleNeed assistance with
creativity
Very few trends range of everything from parking to training.
Only thing repeated is the perceived highly technical nature of
producing a show.Word of mouth is a powerful advertisement for
CTNCall-in show may not be an appropriate attribute to promote at
least in the short termDifficulty perception needs to be overcome
as expected, higher for non-users