Measure current perceptions of MCLA with key audiences and understand our unique strengths, key differentiators, and vulnerabilities in the regional higher education marketplace. The college wishes to use the data in the following ways: 1. To ascertain shifts in perception of the college since the previous market study conducted in 2019. 2. To better understand our current position in the marketplace. 3. To identify ways to adapt the education model to current day consumer expectations. o This should include data and recommendations on how to modernize our offerings through partnerships and programs with the Berkshire Innovation Center (BIC). 4. To identify new enrollment opportunities for MCLA to pursue based on shifts in the markets 5. To identify opportunities to strengthen the MCLA brand, value proposition and messaging. 6. To learn how free community college programs have shifted the transfer population and identify potential growth areas with the transfer population. 8. To align market perception and branding to the enrollment goals set forth in the strategic plan.
