AZZURRI RESEARCH FINDINGS - 1
Azzurri Research Findings
Mackenzie Duffy, Tyler Mahoney, Mary Morton, Anna Restuccia, Dea Pennington
PR Campaigns
Final Research Report
Due November 4, 2013
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Executive Summary
The goal of this research was to uncover motivations of students from the University of
Oklahoma who have previously participated in the OU in Arezzo study abroad program. In
addition, the researchers focused on creating a thorough demographic and psychographic profile
of the typical OUA student, and constructed an analysis on parent involvement in the study
abroad process. In order to accomplish this, the researchers conducted three different types of
research. The first method was extensive secondary research that included a traditional media
and social media search. Secondly, the researchers created a 27-question survey that yielded 90
responses from OUA Alumni. Lastly, a series of 12 one-on-one interviews were conducted by
the researchers in order to receive more in-depth responses. Based on the insights conducted
from this research, the researchers developed several key recommendations that can inform the
OUA staff and help shape future marketing efforts. The researchers found:
●
The three most important factors to OUA alumni when they chose to study abroad
were safety, personal growth, and overall convenience
●
There is a strong and positive correlation between respondent parents learning more
information about OUA and the parents feeling more comfortable with their students
attending the program
●
70% of the OUA Alumni who participated in the study agreed that studying abroad
increased their independence and self-confidence. OUA Alumni are outgoing and
highly engaged technologically through their social media channels.
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●
The average OUA participant is a white, middle class female between the ages of 21
and 23. They choose to study abroad during the first semester of their junior year and
primarily finance their education through scholarships and grants.
Secondary Research Overview
The researchers utilized several strategies during the secondary research process to ensure a
thorough analysis of the data. These strategies included an examination of the organizational
context through an in-depth analysis of existing traditional and social media sources, peerreviewed articles and the existing strategic plan provided by the client. The combination of these
key areas allowed the researchers to see and analyze the full scope of existing research relevant
to the client.
The researchers reviewed over fifteen peer-reviewed articles and determined the four most
relevant sources to be included in this report.
Through the traditional media and periodical search the researchers utilized EBSCO, Google
News and Lexis Nexus to scan articles from the most relevant time period (2012-2014) through a
series of key phrases most likely to return relevant results for the client (Arezzo AND OU,
Arezzo AND Oklahoma, Arezzo AND Study Abroad).
The social media and conversation search and analysis showed the researchers the breadth of
OUA’s online presence through social media and online news sources. The researchers utilized
three of the leading social media monitoring tools – SocialMention, Google Blog Search and
Boardreader, to monitor key phrases (Arezzo AND OU, Arezzo AND Oklahoma, Arezzo AND
Study Abroad) over the last five years.
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Throughout the research process the team has found there are several key points that can
be used to shape the future of the OUA. The primary issue is the summer numbers are high and
their fall and spring numbers are low, indicating there is a clear disconnect between students and
attending the semester and year-long programs. From a media standpoint, there is a very limited
overall presence, and the vast majority of relevant content is owned media. In addition, the key
findings from the peer-reviewed articles suggested that millennials love for free items, savvy
apps, new, engaging information and stimulating conversation and are inclined to participate in
events that contribute to positive changes and experiences in their lives.
Primary Research Overview
The researchers conducted primary research in both quantitative and qualitative forms
throughout the research process. The quantitative research was conducted in the form of a
Qualtrics-hosted online survey that answered four key research questions established by the
researchers after conducting the secondary research. The four research questions were:
● Research Question 1: What made former OUA students choose OUA over other
study abroad programs?
● Research Question 1: What are key parental concerns?
● Research Question 1: What is the demographic profile of OUA participants?
● Research Question 1: What is the psychographic profile of OUA participants?
The survey was sent to OUA alumni via email sent by the client and distributed via snowball
sample among the respondents. There were 90 completed surveys.
The qualitative research was conducted in the form of a one-on-one interview between a member
of the research team and an alumnus of OUA. The alumni volunteered to participate in the
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interview process through the same email that the client went to all OUA alumni. The
researchers conducted interviews until they reached a distinct level of saturation. There were 12
completed interviews.
Strengths, Weaknesses, Opportunities, Threats
SWOT is an exercise used in strategic planning that evaluates the strengths, weaknesses,
opportunities and potential threats. The researchers created a SWOT analysis for the OU Arezzo
program based on their secondary and primary research, which yielded the following results:
● Strengths:
▪ Affordable
▪ OU Owned Facilities
▪ Easy Transition
▪ History & Culture
▪ Safe/ Small Town Environment
● Weaknesses:
▪ Declining Fall & Spring #’s
▪ Staffing
▪ Lack of Professional Course Offered
● Opportunities:
▪ Campus Events
▪ Past Student Feedback at Recruitment Events
▪ Internships
● Threats:
▪
▪
▪
Competing Programs
OU Football
Concerned Parents
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Recommendations for Campaign Planning
Campaign planning begins long before a campaign is executed. In December 2014, Azzurri will
provide research insights and a detailed long-term promotion plan to the OUA client. After
receiving this campaign plan, the client should abide by the 2015 calendar to prepare and execute
each strategy and tactic at the correct time. Azzurri’s campaign is three-fold with an
informational phase (fall 2014), an attitudinal phase (spring 2015) and a behavioral phase (fall
2015). Each of the phases focuses on each part of the attention-attitude-behavior change model.
The overall plan of the campaign is to focus, first, on bringing audience attention to OUA,
second, changing their attitudes about the program (if there were any preconceived attitudes)
and, third, changing their behavior by securing their enrollment for the OUA program.
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SECONDARY RESEARCH
Academic Peer-Reviewed Research Analysis
A thorough search an analysis of scholarly articles related to study abroad programs in
the U.S. and the City of Arezzo in Italy yielded several key points that will be valuable for the
OU Arezzo program to consider. A 2012 article from the Journal of Communication discussed
the likelihood of employability of those students who travel abroad to get their education in
different countries. Since OUA is focused on creating mutually understanding and intercultural
experience among American students and Italians, it would be beneficial for the client to drive a
PR campaign based on employment opportunities for OUA participants. The research shows that
students who experience intercultural relations are more likely to get better understanding of the
international business environment and international relations as a whole.
A 2012 article from the Journal of International Studies discussed strategic ways to make
a study abroad experience affordable to college students. It suggested finding strategic ways to
reduce cost, attract faculty to participate and stimulate student by sending key messages that
appeal to their needs and desires of the target audience and stakeholders. In addition, the Institute
for the International Education of Students (IES) suggested that study abroad is a key defining
moment in a young person’s life and continues to impact the participant’s life for years after the
experience. The result of the study showed that there is a significant increase of personal
development (i.e. self-confidence, maturity and lasting impact on world view) and academic
commitment (i.e. enhanced interest in academic study, influences subsequent educational
experiences and reinforced commitment to foreign language study). OUA should also understand
the importance of engaging with its target population (OU students) who are considered
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“Millennial.” OUA should send messages and attractive information that correspond to the
psychographic profiles of this generation to motivate students to participant and travel to Arezzo.
This generation tends to be confident, self-expressive, open to changes, self- expressive and link
to social media.
Another key finding in the Journal of Research in International Education from 2013
showed the impact that internal and external influencers (i.e. parents, university staff and donors)
play in the decision making process of college students who wants to study abroad. If OUA
builds a reputation based on trustiness, high uncertainty avoidance, security and professional
opportunity, parents will be more likely to change their perspective about the study abroad
experience.
International experience is now one of the most important components of a 21st century
education. Globalization is demanding students to acquire knowledge of other countries and
cultures and be able to communicate in more than one language. Education is key for
professional development and growth. In order to build inclusive and prosperous communities in
universities, OU students must possess knowledge, skills, and cultural understanding that can
transcend the borders of this interconnected world. Study abroad experience can play a critical
role in developing the global mindset needed to balance local and international challenges.
Studying in another country opens students’ eyes to a new way of thinking about the world,
inspiring a more informed approach to problem-solving in cross-cultural contexts.
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Best Practices and Benchmarks
It is becoming a trend for American research institutions such as the University of
Oklahoma to host branch campuses in international locations. Only OU, Gonzaga University
and Johns Hopkins University have satellite campuses in Italy. Within the Big 12 Conference
only one other university has a satellite campus in another country. Texas Tech University has a
satellite campus located in Seville, Spain that they established in 2005. The campus hosts about
300 students throughout the year. Another university that used to be in the Big 12, Texas A&M
University, has a satellite campus in Qatar that it established in 2003.
Traditional Media/Periodical Search and Analysis
Traditional Media articles found via EBSCO, Google News, and LexisNexis
Timeline: November 2012- September 2014
Key Words:
Arezzo AND OU- 20
Arezzo AND Oklahoma- 8
Arezzo AND Study Abroad- 14
Dates majority of articles appeared
The majority of the media articles are dates between 2012 and 2014 because the University of
Oklahoma at Arezzo program received the most traditional earned media during these dates.
Additionally, these articles represent the current view of the OUA program.
Concentration of media
Most traditional media sources came from online and print newspapers. Most of these
publications were based the local Oklahoma City-area aside from one article from a Tulsa-area
publication and one article from an Arezzo-area publication.
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Average length of articles
The average length of these articles was generally between 500-900 words—a decent amount to
provide a quick read for the publications’ audiences.
Systematic analysis of content
The majority of content found in Azzurri’ s traditional media search highlighted funding for
University of Oklahoma’s Arezzo monastery. These articles were most likely based off of press
releases from the University of Oklahoma. The other articles highlighted an OUArezzo
documentary and recognized its resident staff. All of the traditional media sources found in
Azzurri’ s search were positive; however, there was not much earned media related to the
subject. While there were 42 search results containing “Arezzo and OU,” “Arezzo and
Oklahoma” and Arezzo and Study Abroad,” only 6 articles actually pertained to the client’s
OUA study abroad program.
Source #1: OU unveils $500 million ‘Live On University’ campaign
Found via Google News
Source: Norman Transcript
Timeline: September 12, 2014
Key Words: Arezzo AND OU
This article outlines the University of Oklahoma’s plans to raise money towards several projects
including the University of Oklahoma monastery located in Arezzo. This branch campus will use
$5 million of the $500 million raised to cover costs to manage and maintain its facility which
houses 250 students and resident faculty year-round.
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Source #2: River Music Festival: tre giorni al parco Del Pionta
Found via Google News
Source: La Nazione
Timeline: August 27, 2014
Key Words: Arezzo AND Oklahoma
This article summarizes events that took place at 2014’s River Music Festival located in Arezzo.
This was the sixth annual River Music Festival; however, 2014 was the first year the festival was
hosted in Arezzo. The three-day festival includes music from local artists, dining, crafts and
onsite movies. The University of Oklahoma’s Documentary ‘La liberazione di Arezzo: I fili della
memoria’ (translated: “The Liberation of Arezzo: Threads of Memory”) was presented on the
last day of the festival for attendees.
Source #3: Italian consul impressed with Tulsa on visit as part of Italian Culture Day
Found via EBSCO
Source: Tulsa World
Timeline: May 1, 2013
Key Words: Arezzo AND Oklahoma
This article describes consul general Fabrizio Nava’s trip to Tulsa. Nava is the consul general for
Italy in Houston and traveled to Tulsa to participate in Italian Culture Day on May 1, 2013. Italy
Ministry of Foreign Affairs and the Embassy of Italy had pronounced 2013 as the “Year of
Italian Culture” in the United States, and Tulsa participated by hosting two Italian events—
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“Aida” by the Tulsa Opera and the “Aphrodite and the Gods of Love” exhibit at Philbrook
Museum of Art. Before taking a trip to Tulsa, Nava had visited Oklahoma City and the
University of Oklahoma, which has a branch campus in Arezzo, Italy.
Source #4: Director of OU’s AANDE Services Announces Retirement
Found via LexisNexis
Source: States News Service
Timeline: October 8, 2013
Key Words: Arezzo AND Study Abroad
This article explains the retirement of Michael Moorman, Director of University of Oklahoma’s
Architectural and Engineering Services and University Architect. Moorman oversaw the
renovation and modernization of University of Oklahoma’s Arezzo monastery, which is used to
house students who study abroad in the area.
Source #5: OU Receives $1 Million for Study Abroad Scholarships from Lobeck Taylor
Family Foundation in Tulsa
Found via LexisNexis
Source: States News Service
Timeline: December 7, 2012
Key Words: Arezzo AND Study Abroad
In 2012, University of Oklahoma’s study abroad program received $1 million from the Loback
Taylor Family Foundation. This donation was the largest one-time gift that was ever received in
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scholarship support. The Arezzo study abroad program is the most popular program at OU with
nearly one in five OU study abroad students going to Arezzo over other programs; therefore, the
donation was put toward funding scholarships for the OU Arezzo program.
Source #6: Kenneth Stephenson Receives Prestigious Award for Excellence in Art and Arts
Education
Found via LexisNexis
Source: States News Service
Timeline: November 8, 2012
Key Words: Arezzo AND Study Abroad
Kenneth Stephenson, music master teacher at the University of Oklahoma was named the
Weitzenhoffer Family College of Fine Arts’ 2012 Irene and Julian J. Rothbaum Presidential
Professor of Excellence in the Arts at OU. Stephenson taught both at University of Oklahoma’s
Norman campus and OU’s signature study abroad destination, Arezzo Italy. The experience in
Arezzo inspired Stephenson to write two publications called “Music in Arezzo” and “Guido of
Arezzo’s Regule Ritmice: A Verse Translation.”
All traditional articles regarding OUA are neutral or positive, which promotes a positive image
of OUA to audience. However, there are only 6 traditional media articles highlighting OUA in
the past 2 years, which is an insignificant amount of information in today’s cluttered media
space. OUA has an opportunity to better promote its program on traditional media channels.
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Conversational/Social Media Search and Analysis
The social media conversation regarding OU in Arezzo was similar to the traditional
media search in that returned results were limited and many of the outlets were owned by the
client. While there were a few sources that had OU in Arezzo, the majority of the results did not
provide any major insights to the client, but rather just had the words “OU,” “Oklahoma,” or
“Arezzo” somewhere in the text. The team has found that the peer-reviewed and periodical
searches proved to be more valuable, due to the fact that the vast majority of results returned
throughout the social media and conversation search were from owned media outlets.
Search Results – Keyword - University of Oklahoma AND Arezzo
● SocialMention
o Timeline: Sept 2013- Sept 2014
o 55 total mentions
o 46 of the 55 mentions were from YouTube
The following graph gives a visual representation of the results of the SocialMention
search. In the “Top Users” category it is indicated that the largest contributor of these hits
is The University of Oklahoma. It also indicates that YouTube is the most commonly
used outlet, and the majority of the hits are of neutral sentiment.
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● Google Blog Search – timeline 10 years
o No results
o Boardreader – timeline 1 year
o Six returned results
▪
None of the six hits that returned were relevant to the client
Search Results – Keyword - OU in Arezzo
● Socialmention – timeline 1 year
o 164 total results
o Majority of returned results photo or video
o Of particular interest: YouTube user Xaruiz did a week-by-week video documentary
of her time at OUA (Fall 2013). This user posted dozens of videos to YouTube to
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document her experience, from an “OU in Arezzo Packing Video, to ”OU in ArezzoWeek 15 – Thanksgiving in Paris/Dublin”
●
Google Blog Search – timeline 10 years
o
Not enough volume to yield significant data
● Boardreader – timeline 1 year
o No matches found for OU in Arezzo
As evident in the above statistics from SocialMention, Google Blog Search, and
Boardreader, there were fewer than 200 mentions of OUA in the last year. Overall, there is a
very limited social media presence for OUA, and the overall internet conversation about OUA is
hosted on owned media. The greatest concentration of earned media found through a video
medium from a former OUA student, whom will be contacted for interview during the primary
research process.
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With less than one average mention per day, many of which not directly related to the
client or hosted on owned channels, the researchers do not feel that social media and an internet
conversation analysis has returned a significant amount of valid, relevant information. The
researchers do, however, feel that there is great opportunity for growth within the social media
and internet sector and plan to utilize this resource throughout the campaign planning process
and ultimately get more students studying abroad at OUA.
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Primary Research
Goals of the Primary Research
The goal of this research was to uncover motivations of students from the University of
Oklahoma who have previously participated in the OU in Arezzo study abroad program. In
addition, the researchers focused on creating a thorough demographic and psychographic profile
of the typical OUA student, and constructed an analysis on parent involvement in the study
abroad process. To accomplish this, the researchers conducted a two-step primary research
process. The first step consisted of an online survey that was taken by 90 OUA alumni. The
second consisted of twelve one-on-one interviews. Both provided valuable research insights for
the client. The researchers established four guiding questions that provided the framework for the
quantitative and qualitative research methods:
● Research Question 1: What made former OUA students choose OUA over other
study abroad programs?
● Research Question 1: What are key parental concerns?
● Research Question 1: What is the demographic profile of OUA participants?
● Research Question 1: What is the psychographic profile of OUA participants?
Qualitative Research Methodology: Interviews
The researchers decided it was most appropriate to conduct individual interviews instead
of focus groups so that the participants were challenged to think for themselves and could not
merely reiterate what other participants said. The researchers were able to gain rich data from
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each interview, and groupthink was not a factor. The information gathered was very insightful,
however, conducting 12 individual interviews was highly time-consuming and in an
economically sensitive time, budgetary factors could become a concern for the client.
Qualitative research methods such as interviews give the researchers the opportunity to
obtain more in-depth information that would not necessarily be available through a traditional
survey. In addition, establishing a level of comfort and rapport with the interviewee gives the
participant a level of responsibility to the interview and may yield more useful, rich data.
The researchers defined the study population as students from the University of
Oklahoma who had completed a study abroad program at OUA. The sampling frame consisted of
the OUA alumni who received an email from the client requesting they sign up for the
interviews. 100% of respondents met the study population criteria. The researchers chose this
population based on the suggestions of the client during initial meetings.
Drawing upon past research, the researchers conducted fifteen one-on-one interviews
between Oct. 16, 2014 and Oct. 23, 2014 with the intent of gathering data about designated
research questions. These four research questions were designed to provide insight that was not
able to be uncovered from secondary research and provide qualitative support to the findings
from the survey. Each of the four guiding research questions probed the interview subjects to do
draw on their study abroad experience and walk through each of the interview questions to
provide the most data-rich responses.
Due to the multiple variables that can influence qualitative data gathering (participant
bias, etc.) it was essential to employ the use of triangulation to cross-reference and verify the
conclusions or themes drawn from the data. The researchers were sure not to include a theme or
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insight suggestion without the idea being drawn from at least three separate interview subjects.
In addition, each researcher was tasked with reading each transcript multiple times. When the
researchers met back together, common themes were established if they emerged from at least
three of the five researchers.
When using interviews as a method of qualitative primary research, there were several
limitations as well. For example, the success of the interview relies directly on participants being
willing and able to give accurate and complete answers to each question asked. In addition,
participants may lie or give only partially truthful answers due to feelings of embarrassment,
inadequacy, limitation, nervousness, memory loss, confusion, etc.
Overall, saturation was reached regarding the participants’ perceptions of the program
before and after their trip, as well as demographic and psychographic profiles. If there were more
time, it would be beneficial to conduct a focus group or another series of interviews with
multiple students, and sorting them according to their semester attended (fall vs. spring), to
compare experiences in that way as well.
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Interview Results
Research Question 1: What made former OUA students choose OUA over other study abroad
programs?
After the researchers conducted their interviews they came together and shared the information
that they had found. In regards to why students chose OU in Arezzo the researchers found that
there were many different reasons each individual chose to participate in this study abroad
program. Although there were many different factors that were important to students the
researchers found that there were several answers of why they chose OUA that were repeated
throughout the research.
● The affordability compared to other study abroad programs.
● Less apprehensive about classes because they are taught by OU professors.
● Less apprehensive about the transfer of credits.
● Felt safer going to a place that was directly affiliated with OU and run by OU staff.
● Liked the idea of a small town atmosphere that was similar to Norman.
● Students wanted to grow personally and professionally.
● Wanted the ability to travel throughout Europe as well as see Italy.
Discussion of Results – RQ1
When the researchers were looking through the data they collected in the interview process in
relation to answering this research question they found that all the answers that were collected
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fell under three recurring themes that answered why students chose OUA. The three themes that
answered this question were: safety, personal growth, and convenience.
The researchers found that safety is one of the most important factors to students. OUA
offers a safer environment because it is so close linked to the university here in Norman. The
staff that students interact with is from OU and has a direct line to contacting the staff here in
Norman, which is comforting to students. The small town atmosphere is also a source of comfort
for students. Knowing that Arezzo is small and not full of tourists is a positive for students who
are looking to branch out but not fully be out on their own yet.
Personal growth was also a reoccurring theme within students’ answers. Some students
wanted to branch out on their own and learn more about themselves by being in a different place
from their friends and family. Other students wanted to better their resumes by traveling and
gaining a more global view of the world. They found that the internship opportunities were
beneficial to them in accomplishing this goal. Another reason was students simply wanted to see
Italy and parts of Europe and learn more about other parts of the world. Whatever the specific
reasons each student had they all felt like going to OUA would improve themselves in some way
and that they would be better after attending OUA.
The third theme the researchers found was that convenience was a major factor in
students’ decision to attend OUA. Students found that affordability in comparison to other
programs was a major pro for OUA in their decisions making process. They also thought that not
having to worry about their credits transferring was also a positive. Students found that being
taught by OU professors and taking the exact same classes that are taught at OU eased their
minds when they worried about the education part of their study abroad experience. Student
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found that these reasons helped them overcome obstacles that students usually face when
studying abroad.
Research Question 2: What are key parental concerns regarding OU in Arezzo?
The RQ2 qualitative research results could be found in the OUA alumni interview results. The
interview questions that associated with RQ2 were questions 11-16. The questions gaged parent
reactions and concerns about OUA as well as the sources of information that helped alleviate
their concerns. OUA alumni said their parents were worried about whether there would be a high
program cost, lack of safety, an unmanageable course-load and little-to-no parent-to-child
communication while abroad (i.e. unable to talk via cell phone, Internet connection, etc.). These
concerns were alleviated due to parents learning about the program’s low cost, knowing their
student would be safe going with OU, learning OUA staff would take care of program logistics
(i.e. passports, work visas, housing etc.) and receiving parent-to-parent interaction to talk about
their concerns together.
Discussion of Results – RQ2
The interviews revealed that parents were concerned about specific issues before learning more
information about the OUA program from their children. All parent concerns were eased after
students relayed OUA program information and OUA staff contact information to their parents
after attending study abroad sessions. This shows a strong correlation between parents learning
more information about OUA and likelihood of parents to be comfortable with their children
studying at OUA.
Research Question 3: What is the demographic profile of OUA participants?
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The researchers chose to focus on retrieving demographic information through the survey, rather
than through interviews. The results from this can be found on page 32 of this report.
Research Question 4: What is the psychographic profile of OUA participants?
A number key themes and patterns emerged from analysis of the qualitative interviews related to
the impact of the impact of study abroad on participants’ lives, problems they faced and
suggestions for the OUA program. These themes were as follows:
1. Personal learning and development
2. Refined language and cultural abilities/ global engagement
3. Development of cultural empathy and tolerate multiple perspectives
4. Impact on career and professional development and job choices
5. Increased understand of the world issues and relations while becoming international
and developing comparative thinking
6. Personal suggestions to improve the current OUA program
7. Suggestions to convince student to study abroad in Arezzo
Discussion of Results – RQ4
The qualitative findings for research question 4 (RQ4) derive from in-depth interviews of 10
OUA former students purposively selected who helped us to understand more deeply how study
abroad influences global engagement and to interpret concrete testimonies of their experiences as
international student in Arezzo, Italy. The RQ4 helped researchers to understand the
psychographic profile of OUA students. The interview questions that associated with RQ4 were
questions 1-4, 5 and 17.
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OUA former participants said that they enjoyed having positive relationships and
approachability with the OU staff. Students felt that OU faculties were willing to help with any
question related to classes, trips around Europe and Italian culture in general.
Student community involvement also played an important role for OUA students. Most of the
people who participated in the interviews did not have any previous experience abroad and they
said they felt Italians in Arezzo were willing to interact with them even though most of the OU
student did not speak Italian. Students were also able to explore the town and learn about the
history and art of Tuscany by immerging into this European country. Finally, safety was one of
the key reasons why OUA alumni liked the OUA program.
Participants also shared their suggestions to improve the program in the future by providing
examples of their own experiences. Most of the participant agreed to increase awareness about
the program (i.e. iBook, website and classes) using different communication channels. Students
suggested increasing communication between OU prospective student and OU staff in Norman
before departing to Italy (i.e. faster email responses to students and parents’ concerns and
traveling suggestions around Europe).
Qualitative Research Methodology : Participant Observation
During OUA’s Italy week the researchers conducted a participant observation for each of
the events that OUA hosted throughout the week of September 22 to September 26, 2014. During
this week OUA promoted themselves in person at different places on campus such as the Oval or
the Union, hosted a pasta making class, and conducted information sessions about their program.
The researchers used a convenience sample for this part of the research because they simply
observed the students who decided to participate in these events.
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Each member of the research team went to three different events that OUA hosted
throughout the week. While they were there they took notes on everything they saw and heard.
They also asked students about their opinions of the event during and after. After collecting all
these notes each researcher wrote a reflection on what they saw and how they felt the event went.
They then met together and discussed their findings with each other to see if there were any
overlying problems or successes that they saw with the events.
Participant Observation Results
After the researchers observed OUA’s Italy Week they identified several factors that had
the potential to inhibit the effectiveness of the program.
● The choice of locations for the different days of tabling was not ideal.
● There was not enough at the table to draw students’ attention.
● There was not enough promotion of the event beforehand among students who were not a
part of the OUA program.
● The events were more geared towards alumni than towards new students who had not
participated.
Participant Observation Discussion
The researchers understand the time and planning that went into OUA’s Italy Week.
Bridgitte Castorino worked hard and spent a large amount of time ensuring that Italy Week went
smoothly, and would encourage new students to study abroad in Arezzo. She was extremely
engaging and enthusiastic when talking with students and is a great representative for the
program, however she was placed at a disadvantage with the locations that were chosen to set up
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the OUA table to help promote Italy week. The locations were too busy. At each location the
table was set up there were always other tables and people promoting around it. In the Student
Union there were three other groups that were promoting themselves as well as OUA. The table
in the Union was also place right behind a pillar so students coming from one direction could not
even see that people promoting OUA were even there. In Couch Restaurants the table was placed
in a very busy part of the cafeteria so students could not even see what the table was promoting.
The table also lacked anything to draw people to it. On the South Oval a group next to OUA had
two signs that stood up on each side of their table, music and a brightly colored tablecloth that
drew students to stop and look at what this group was promoting. The OUA table simply had a
red banner in front of the table and several promotional brochures.
The other events besides the tablings seemed to be more geared towards students who
were already involved with the OUA program. The pasta making had a good turnout, but when
the researchers conversed with several students they found that most of the students who
participated had already been to Arezzo and considered this event more of a reunion than a way
to introduce OUA to new students. This also occurred again on the last day when students were
asked to wear OUA t-shirts. A majority of students that were wearing these shirts that the
researchers approached had already been involved with the program and wearing their shirt out
of support. These events served as more of a way to strengthen the community that OUA has
already established than a way to gain more members to it.
Quantitative Research Methodology: Surveys
The researchers defined the study population as students from the University of
Oklahoma who had completed a study abroad program at OUA. The sampling frame consisted of
AZZURRI RESEARCH FINDINGS - 28
the OUA alumni who received an email from the client requesting they take the survey. 100% of
respondents met the study population criteria. The researchers chose this population based on the
suggestions of the client during initial meetings.
The researchers decided to use a census sampling method in an effort to get a complete
picture of the OUA alumni base. This was accomplished through the client distributing an email
with a link to the survey. In addition, the researchers used a snowball sample to reach more OUA
alumni, because people who expressed an interest and strong opinions about OUA consistently
knew of others with similar willingness. Group members who used a snowball sample to collect
surveys were tasked with keeping track of the number of respondents who were exposed to the
messaging to ensure the researchers could track the numbers.
The email was sent to all OUA alumni based on the client’s data, and researchers
personally reached out to 43 people. There were 90 people that took the survey and all of these
surveys were complete and usable.
The researchers hosted the survey through Qualtrics, which was chosen due to its
potential to help process the data in a highly visual way.
Upon reflection of the research, several limitations were discovered that conflicted with
the quantitative research.
First, when conducting primary research through surveys it was decided if given the
opportunity to do the project again, there would be more open-ended questions to provide
qualitative support to quantitative results drawn from Likert-type scales. After receiving
responses, the data was strong, but often the researchers felt there could be more information
drawn from each question. It would have been beneficial if the researchers had the resources to
AZZURRI RESEARCH FINDINGS - 29
keep a detailed account of the number of people who were sent the email inviting them to take
the survey versus who opened the email, and then again, versus who took the survey.
Purposive sampling could also be beneficial, as seeking out individuals who have an
expressed interest and strong opinions about their experiences as a part of OUA could provide
helpful insights. A probability sampling that could be used in the future could be a list of study
abroad participants from OUA since its original Journey to Italy form, and using random
sampling to select a sample. In the future there should be more categorical questions directly
related to motivations of traveling and more specific sources of information gathering. SPSS was
a very effective kind of statistical analysis, and should be used in the future because of the clear
descriptive statistics that provided insights for the client.
Results
RQ1: What made former OUA students choose OUA over other study abroad programs?
When analyzing the survey that the researchers created they found several answers that answered
why students chose OUA and what barriers they overcame in order to attend OUA. Those
answers were:
● The location of OUA was most important to students when choosing where to study
abroad; cost and transfer of credits were a close second (survey question six).
● Gaining independence was the number one reason for wanting to study abroad (survey
question seven).
● The biggest barrier that students face when choosing to study abroad is finances; the
second biggest is graduating on time (survey question 13).
AZZURRI RESEARCH FINDINGS - 30
Discussion of RQ1
After finding these answers the researchers found that OUA fits what some students are looking
for. Students want an authentic experience, but they worry about the cost and the educational
component to their study abroad experience. OUA alumni chose Arezzo because the program
addresses these issues and helps students overcome them.
RQ2: What are key parental concerns for OUA?
The RQ2 quantitative research results could be found in the OUA alumni survey results. The
survey questions that associated with RQ2 were questions 6, 9, 10, 12, 18 and 19. All reported
mean scores are based on a scale of 1 to 5, five meaning “strongly agree,” and one meaning
“strongly disagree.” Below are the results of the RQ2 survey questions:
● Mean of 2.61 ranking that parents/family influenced respondent choosing OUA over
other available study abroad programs
● Parent concerns when respondent decided to study abroad:
1. Missing out on OU events (mean of 3.67)
2. Cultural barriers (mean of 3.43)
3. Finances (mean of 3.34)
4. Graduating on time (mean of 3.33)
5. Safety (mean of 3.16)
● 70% of respondents felt their parents were very supportive of their decision to study
abroad (mean of 4.56)
AZZURRI RESEARCH FINDINGS - 31
● Important aspects of OUA that made parents more comfortable with respondents’
decision to study abroad:
1. OU-Sponsored Program: 69%
2. Safety of Program: 36%
3. OUA Staff Finding Housing for Student: 22%
4. Cost of Program: 17%
5. Location of Program: 16%
● 65% of respondents use parent funds to pay for school
Discussion of RQ2
The surveys revealed that parents of OUA were highly supportive of their children’s
decision to study abroad. While there were some concerns that parents had when students made
the decision to study abroad, these concerns closely aligned with the aspects of OUA’s program
(in relation to other programs) that made parents more comfortable with their children going
abroad. It is important to note that OUA being an OU-Sponsored program was ranked the
number one of all the aspects that made parents more comfortable with their children OUA over
other programs. A majority of respondents declared that they use parent funds to pay for their
college degrees; nevertheless, parents and family influences were not distinctly important
compared to other factors for choosing OUA over other programs.
AZZURRI RESEARCH FINDINGS - 32
RQ3: What is the demographic profile of OUA participants?
● The vast majority of students who participated in OUA are white females, age 21-23.
(Q20, 21, 23)
● The average OUA participant has traveled outside the US five times for at least one week
at a time. (Q1, 2)
● Most students made the decision to study abroad and went to OUA during their junior
year. (Q14, 16)
● The average family income of students studying at OUA ranged in the middle class.
(Q17)
● Almost every student that went to OUA pays for their schooling through scholarships.
(Q19)
● The three major colleges represented at OUA are the College of Arts and Sciences,
College of Journalism and Mass Communication, and College of International and Area
Studies.(Q22)
AZZURRI RESEARCH FINDINGS - 33
Discussion of RQ3 Results
Based on the results produced from the surveys collected, the researchers were able to conclude
a variety of things. First, the researchers found that the vast majority of students who have
studied at OUA have been predominantly white, middle-class females, ages 21-23. Additionally,
the average OUA participant has traveled outside the United States at an average of five times
for at least one week at a time. The researchers also discovered that most students decided to
study abroad and attend OUA during their junior year of college. An overwhelming statistic was
brought to attention that 81 percent of the participants pay for their schooling through
scholarships and/or grants. Lastly, after review it was concluded that the bulk of the majors of
the participants belonged to three colleges with the exclusion of engineering: The Colleges of
Arts and Science, Journalism and Mass Communication, and International and Area Studies.
RQ4: What is the psychographic profile of OUA students?
The survey questions that associated with RQ4 were questions 3-5, 7 and 8. All reported mean
scores are based on a scale of 1 to 5, five meaning “strongly agree,” and one meaning “strongly
disagree.” Below are the results of the RQ4 survey questions
●
40% of OUA former students received information about study abroad programs from a
study abroad adviser. - Survey question 3
● On a scale of 1-5, the results reported a mean of 3.76 ranking that social media is an
effective communication channel to create awareness about the program - Survey
question 4
● The three main social media that influenced student’s behaviors about OUA- Survey
question 5
AZZURRI RESEARCH FINDINGS - 34
o YouTube (mean of 3.48 out of 5)
o Blogs (mean of 3.48 out of 5)
o Twitter (mean of 3.42 out of 5)
● Students who participated agree that study abroad programs help them to - survey
question 7
o Increase their independence (mean of 4.70 out of 5)
o Learn about themselves (mean of 4.67 out of 5)
o Learn about Italian culture (mean of 4.57 out of 5)
● OUA alumni psychographic profiles - survey question 8
o I appreciate new ideas and though from others (mean of 4.28 out of 5)
o My study abroad experience better prepare me for “the real world” (mean of 4.22
out of 5)
o I consider myself a flexible person (mean of 4.03 out of 5)
RQ4 Discussion
Survey data from RQ4 provided information about people’s values, attitudes and lifestyles
(VALS). Students are more likely to get information about study abroad programs using more
than one communication channel. OUA alumni believe that social media are highly effective to
transmit messages and keep students engage in conversations. The three social media used by
OUA alumni to get information include YouTube, blogs and Twitter. OU former student are part
of the “Generation Y” and are more likely to be open to changes, challenges and cultures. For
millennial, career advantages, flexibility and work balance play important roles when making
decisions to study abroad.
AZZURRI RESEARCH FINDINGS - 35
Situation Analysis based on Secondary and Primary Research
Current State and Reputation of OUA
OUA is currently planning on opening their monastery in 2016, which means the program has
room to grow and adapt. While the program tends to have about 200 or more attendees during
the summer, there are only about 20-25 students studying at OUA during the semester programs
with a lower amount of students studying abroad in the fall. The client indicated they would like
the OUA program to secure about 50 students during each of the spring and fall semesters before
the opening of the monastery.
Based on the team’s secondary and primary research, OUA program alumni enjoyed the program
and its benefits but did not express that the program benefits were clarified before making the
decision to enroll. This is directly related to the lack of information students received prior to
making the decision to pursue studying abroad. In most cases, the student would have to take the
initiative to find study abroad information related to OUA. This means there is an apparent
disconnect between students and OUA information. The client understands this disconnect and
views it as a disadvantage. Therefore, the client believes OUA’s status on-campus can be
improved by promoting the benefits the program offers. In the future, the client would like the
program to be the premier study abroad program at OU.
OUA Performance in Relation to Identified Issue
OUA is a fairly new program that began in fall of 2011. Since then, OUA staff has taken steps to
increase program attendance. The identified issue is that there are a lower amount of students
studying abroad during the spring and fall semesters. In addition, there is a disconnect between
the OUA program benefits and the knowledge of these benefits among the general OU student
AZZURRI RESEARCH FINDINGS - 36
population. Currently, OUA hosts information sessions, visits freshman Gateway classes and
initiates Italy Week to present program benefits to students. Although these events touch a large
amount of students, the information being presented is not causing an influx on OUA attendance
during the semester programs.
Key Issues
Primary Research
After reviewing all the primary research the researchers came to one overarching
conclusion: there is a clear disconnect between how OUA communicates the benefits of their
program and how students actually perceive this information. OUA is a solid program that helps
students easily overcome the barriers to studying abroad. The client just has a problem
communicating the benefits of the program effectively so that it engages students, because when
students realize how simple OUA makes studying abroad they choose to go there based on the
affordability or the ease of transferring credits or the safety an OU based program provides.
Whatever the reasons students choose OUA needs to reevaluate how they communicate the
benefits that studying with OUA comes with.
Secondary Research
After conducting the secondary research the researchers found that the biggest issues for
the client is the difference in attendance between the semester and summer programs. The
summer 2014 semester hosted more than 300 students, but semester (fall and spring) enrollments
are usually between 20 and 30 students. Starting in 2016 OUA will have to fill 50 spots in the
monastery they are currently remodeling that will house 50 students. These spots need to be
filled continuously throughout the year.
AZZURRI RESEARCH FINDINGS - 37
Best practices and Benchmarks
It is becoming a trend for American research institutions such as the University of
Oklahoma to host branch campuses in international locations. Only OU, Gonzaga University
and Johns Hopkins University have satellite campuses in Italy. Within the Big 12 Conference
only one other university has a satellite campus in another country. Texas Tech University has a
satellite campus located in Seville, Spain that they established in 2005. The campus hosts about
300 students throughout the year. Another university that used to be in the Big 12, Texas A&M
University, has a satellite campus in Qatar that it established in 2003.
Media/periodical analysis
The secondary research suggested that there is little to no social media presence for the client.
Based on the primary research, the researchers do, however, feel that there is great opportunity
for growth within the social media and internet sector and plan to utilize this resource throughout
the campaign planning process and ultimately get more students studying abroad at OUA.
Specifically, the researchers plan to reach out to the target public through YouTube, blogs and
Twitter as these were listed as the three most influential social media sites in the primary
research (survey question 5).
Stakeholders’ Perceptions of Client’s Efforts
Key Stakeholders:
● Students
● University Colleges
● Faculty and Deans
● Office of International Student
Service
● Office of Study Abroad
AZZURRI RESEARCH FINDINGS - 38
Student and institutional needs are constantly changing. As the institution grows, and as
faculty and student needs and interests evolve, the variety of study abroad options should change
and expand to meet those needs. OUA needs an effective means of tracking these developments
and anticipating opportunities in study abroad programming; regular reviews of the program
portfolio are necessary. Difficulties with study abroad programs arise when expectations are not
clearly stated or there is a lack of adequate information about institutional policies that can affect
the study abroad experience. OU campus policies either directly or indirectly affect study abroad
participation, such as those related to financial aid, health and safety, or the transfer of credit.
It is important that these policies be communicated clearly and in a timely manner so that
all parties possess the information they need to make an informed decision. Information about
campus policies related to study abroad should be articulated to the student as part of the
program advising and enrollment process. This information should be widely available through
the study abroad office and other communication vehicles, such as Web sites and advising
handbooks or guides. Pre-departure orientation should emphasize this information, and also
inform students of issues such as managing academic status and financial aid while abroad,
supply information on course registration and approval and housing applications, and address
other key issues.
AZZURRI RESEARCH FINDINGS - 39
Core Problem
Throughout the primary and secondary research processes it was indicated to the
researchers that OUA is the ideal study abroad program for OU students, however, the students
do not recognize the benefits of the program.
SWOT Analysis:
Strengths
Weaknesses
·
·
·
·
·
·
·
·
Affordable
OU Owned Facilities
Easy Transition
History & Culture
Safe/ Small Town Environment
Declining Fall & Spring #’s
Staffing
Lack of Professional Course Offered
Opportunities
Threats
·
·
·
·
·
·
Campus Events
Past Student Feedback at Recruitment Events
Internships
Competing Programs
OU Football
Concerned Parents
Strengths
The strengths the researchers discovered focused on the strong financial aid resources
available to students who may otherwise not be able to afford the program in Arezzo. Since
studying abroad is often expensive there are several scholarships available to cover airfare, living
expenses and tuition. This is a valuable asset to the programs, because the vast majority of
students who participated in the survey said that their schooling is primarily paid by scholarships
and/or grants. The University of Oklahoma also owns the facilities used for the program.
Additionally, there is an existing monastery being renovated to house students that will serve as a
AZZURRI RESEARCH FINDINGS - 40
community style living situation for the students. Most students in during primary research noted
that a major factor that led to their decision to study abroad was the “hassle free” transition.
OUA advisors help the students with the transition by setting up budgets, plane tickets,
passports, visas, etc. Also, most of the courses offered are taught in English, which allows
students who are not fluent in Italian to not be overwhelmed. Next, the city of Arezzo offers a
unique historical and cultural experience that students cannot fully embrace without firsthand
observation. Lastly, the community has a small-town feel and is about the same size of Norman,
which provides a safer study abroad experience for students reluctant to leave the United States.
Weaknesses
The weaknesses consisted of the fact that the number of students enrolled during the fall
and spring semester in the program is declining. There are numerous factors that contribute to
this issue; however, the primary causes were that studying abroad could interfere with the
participants’ graduation track and there is a lack of support from many students’ parental figures.
OU Arezzo struggles with the ability to staff faculty from each University of Oklahoma college
due to finances and need, which limits the number of courses offered.
Opportunities
The OU Arezzo program has the opportunity to engage with the students of the
University of Oklahoma by utilizing the numerous campus events to promote the advantages of
studying abroad in Arezzo. Additionally, many students who have participated in the program
are still current students who could provide feedback on the advantages and disadvantages of the
OU Arezzo. The program should utilize the feedback to better able understand how to reach out
to their public. There are also several organizations on OU’s campus that the program could
AZZURRI RESEARCH FINDINGS - 41
partner with to spread awareness. Lastly, there are several internships available for OUA
participants that could count as academic credit. This is a good tactic to use for students
concerned with professional opportunities.
Threats
OU Arezzo is not the only study abroad program students at the University of Oklahoma.
There are numerous colleges around the world that offer academic programs tailored to students’
graduation tracks and interests. Additionally, the fall semester program has to compete with the
OU football team, which is historically and nationally recognized for its success. The Sooners
are currently ranked in the AP Top 25, and this time-honored tradition is something many
students do not want to miss during the fall. Lastly, many parents are concerned about safety,
finances and academic issues regarding studying abroad. In most cases if the parents’ perceptions
are not positive it could be difficult to allow their children to participate in OUA.
Stakeholder Analysis: Key Publics to Target for a Campaign
In the initial meeting with Kirk Duclaux, it was indicated that he was interested in finding out
what OUA does well and expanding on these principles, rather than reinventing the wheel and
trying to reach publics that may or may not have a positive response to communication efforts. In
addition, a recent Forbes article cited research from TARP Worldwide that indicated that it is
five times cheaper to retain the same type of customer an organization is already targeting than it
is to reach a new target group (2013). In light of this information, the researchers will be using
the demographic and psychographic information about OUA Alumni uncovered through primary
research to target a public with characteristics directly mirroring those of the program alumni.
AZZURRI RESEARCH FINDINGS - 42
Proposed Plan of Action for Remainder of the Semester
Next Steps
After securing secondary research about college student study abroad habits and collecting
primary research about OUA program alumni, Azzurri decided it would be beneficial to test
research-based key messages on general OU students. By researching OUA program alumni, the
team understands the type of student choosing to study at OUA and can therefore target researchbased messages toward the general OU student population.
There will be eight key messages tested through focus groups to gain insight on what messaging
tactics work best when recruiting new enrollees to the OUA program. The key message focus
group results will be presented at the final client presentation in December 2014. In addition,
these messages will be included in the strategies and tactics of the long-term OUA campaign
plan.
Target public
The researchers will be using the demographic and psychographic information about OUA
Alumni uncovered through primary research to target a public with characteristics directly
mirroring those of the program alumni. The members of this public will be primarily white
females in their junior year who are members of the College of Arts & Science, College of
Journalism & Mass Communication, and the College of International Area Studies. There are
many students who study abroad from the College of Engineering but the researchers will not be
targeting these students as the COE has an internal recruiting program that functions at a high
level.
AZZURRI RESEARCH FINDINGS - 43
Key messages
See “Key Messages” handout on page 44
Strategies for testing messages
The researchers will conduct a series of focus groups on November 10 and 12 to test the level
that each of the key messages resonate with the members of the focus groups. The researchers
will then take the key messages that are most effective with the participants and use them to craft
tactics that will help
Calendar
See “Calendar” Handout on page 45
Budget
Name
Rate/ Hour
Hours/ Day
Weeks
Days
Hours
5
Days/
Week
3
Mackenzie
Duffy
Tyler
Mahoney
Mary Morton
Anna
Restuccia
Dea
Pennington
Total
$20.00
Actual
195
Cost to
Client
$3,900
13
39
$20.00
5
3
13
39
195
$3,900
$0.00
$20.00
$20.00
5
5
3
3
13
13
39
39
195
195
$3,900
$3,900
$0.00
$0.00
$20.00
5
3
13
39
195
$3,900
$0.00
$19,500
$0.00
$0.00
AZZURRI RESEARCH FINDINGS - 44
Azzurri Test Key Messages
1. “OUA makes study abroad hassle free”
a. OU takes care of the logistics
b. “OU stamps your passport”
c. When prompted, parents listed this as the third-highest reason they became more
comfortable with the program
2. “Authentic Italian Experience”
a. 54% said location was key to their choice
b. 64% of students said they wanted to learn about Italian cultures
3. “From Norman to Arezzo”
a. “OU is sending me to Arezzo”
b. 54% location was important
4. “In English it’s ‘college tuition,’ in Italian it’s tasse universatarie. Either way, you pay
the same”
a. 50% said finances were their biggest barrier
b. 48% said cost was very important in OUA
c. 81% pay for school with scholarships
5. “O-Chem- Take it in Norman? Take it in Italy.”
a. From client meetings
6. “This is where dreams are made”
a. 70% said they gained independence by studying abroad
b. Want to travel and see the world.
7. Testimonials about employability
a. “Talking about my study abroad experience helped my secure my internship with
Devon.”- Arden Pentz
b. Found in Interviews.
8. “The comfort of OU, with the experience of OUA”
a. 69% of students said that their parents were more comfortable with OUA being a
program strictly for OU students.