Anticipating the addition of a high-end expansion wing to Sawgrass Mills shopping center, the client wanted to learn how the highest income segment of Fort Lauderdale and Miami residents might be attracted to visit more frequently.
Gentleman McCarty conducted focus group discussions with residents of Fort Lauderdale, Miami and Boca Raton to learn their impressions of Sawgrass Mills and discover what changes and additions would bring them to the shopping center more often.
Center management has begun to develop special marketing initiatives directed toward this audience in anticipation of the start of the expansion.
Target Stores wished to assess the impact of adding its stores to better-quality malls in hopes of making a strong case to upscale developers for doing so.
Gentleman McCarty conducted a telephone survey in five markets surrounding upscale shopping centers.
The surveys confirmed that the highest-income residents shopped at Target and that they would welcome its addition to upscale malls in their area. Target has since added several stores in upscale malls.
The client sought feedback from residents in its ongoing effort to keep the downtown area vital.
Since 1994, Gentleman McCarty has been conducting telephone, and subsequently, online surveys with residents of the Indianapolis metropolitan area to learn how the downtown is used and perceived.
With information gained from the surveys, Indianapolis Downtown Inc. has been successful in attracting new tenants, developing events and marketing programs to increase the frequency of visits to downtown. The survey results also helped the company maintain the desired safety and cleanliness of the area.
Wellesley College sought ways to maintain long-term relationships with its alumnae and better serve them.
Gentleman McCarty designed a survey that enabled the client to approach its graduates via email and determine how they preferred to remain connected to the College.
Survey feedback enabled the College to design effective programs and shape communications, particularly in the area of Lifelong Learning. The College has since successfully debuted its first online coursework, in which many alumnae have enrolled.
The Foundation sought ways to improve communication with donors and volunteers over the long term.
Gentleman McCarty has conducted a variety of surveys since 1999 for this endowment in support of Riley Hospital for Children, including in-depth interviews with major donors and with donors to Riley’s Dance Marathons.
The Dance Marathon interviews allowed the Foundation to create an alumni network in order to communicate with valuable volunteers and donors and keep them involved long after they have graduated from College.
The client wanted to assess the strengths and weaknesses of the Indianapolis arts community.
Gentleman McCarty developed a program using a variety of methodologies including focus group discussions, in-depth interviews and email surveys to compare Indianapolis to five other cities with vibrant arts communities.
The Arts Council and its Board are reviewing the results of the study now and will be using it to guide them in their future efforts.
The client wanted to explore different ways to approach donors to determine their impact on its relationship with them.
Gentleman McCarty conducted a study of United Way’s donors and tested four new ideas of volunteer engagement through focus groups to determine which would be most effective going forward.
United Way of Central Indiana has used the focus group findings to develop several of the new programs for its volunteers and donors, including a new Leadership Training Model and a new Volunteer Management Model which will be voted on by the Board later this year.