This research project was conducted for Opelika Main Street, a nonprofit organization located in Opelika, Alabama, that aims to promote and revitalize the downtown Opelika area. One of Opelika Main Street's goals is to add a male-focused store in the area to widen its target audience. To gain more insight into this opportunity, my group and I conducted an in-depth media analysis, administered a survey to their key publics and analyzed the results to help give Opelika Main Street insight to which male-focused store to possibly add to the downtown Opelika area.
Our media analysis included an in-depth look into their current communication channels including traditional avenues and social media sites. The media analysis also included a SWOT analysis giving Opelika Main Street and unbiased view of their strengths, weaknesses, opportunities and threats as well as recommendations on which communication channels need updating. We administered the survey on Qualtrics via Opelika Main Street's email listservs. After receiving survey responses, we compiled our results and presented our recommendations via a full research report and in-person presentation.
Client: Opelika Main Street
Date: Fall 2016
Skills: Qualtrics and Media Analysis
Class: Survey Research Methods
View PDF version