Social Entrepreneurship Case Study

establishing a deeper relationship between montreat college student community and black mountain commerce

Project Overview

The following case study focuses on developing the relationship between the town of Black Mountain and the Montreat College student community. Black Mountain is a small mountain town with a variety of restaurants, shops and events. Montreat College is a private Christian college which sits in the cove of the town of Montreat. Black Mountain and Montreat are less than 10 minutes apart. It has been noticed that not many Montreat College students go into town or participate in Black Mountain events.

The importance of this case study is to analyze and address the current relationship between Montreat students and their involvement in Black Mountain community as a whole. Research methods are based off of the Stanford D. School Model of Design Thinking: empathize, define, ideate, prototype, test.

Timeframe

6 weeks

Problem Statement

Objectives

Research and Analysis

User Research

My Role

User Researcher

Tools

Google Forms, Email, InDesign, Illustrator

To improve the Montreat College student relationship with Black Mountain community and commerce by providing an easily available and affordable form of entertainment and opportunities to college students in Black Mountain.

  • Define the relationship between Montreat College students and the Black Mountain community

  • Outline which properties of the relationship need to be improved

  • Research solutions based on user research

  • Develop a solution(s) that would benefit the target audience

In order to decide if this idea was worth researching further, I conducted a DVF analysis:

  • Desirability: Does this idea excite people? Is it something they want or need?

  • Viability: Can this idea make money? Is there a market for it?

  • Feasibility: Can we actually do this? Do we have the resources, skills, and time?

I conducted 5 interviews with students gathering their opinions and insights. This idea was very desirable. Most students were not opposed to the idea and actively encouraged it. This idea is viable for the school and Black Mountain if executed correctly. Montreat Students can be a great target audience for business owners in Black Mountain. Feasibility can only be determined by the administration and Black Mountain business owners and their willingness to participate.

Based off of these interviews and proceeding with the proposed idea, I gathered the following insights:

  • Value proposition: The opportunity to build a strong relationship with the local community that can lead to prospective collaborations in the future. This can benefit both students that want to help their community as well as benefit local businesses or non-profit organizations that need additional support.

  • Key features or components: Relationship building, communication (phone/email), advertising, availability for students, event planning.

  • Potential challenges: Getting interest from the community and students, consistent relationship building and communication from both sides, organizing large events that involve many parts.

Observation

The next step was to observe our target audience with empathy. This includes taking in mind their emotions, body language, etc. I interviewed students at a community fair on campus with local churches and organizations.

Key Observations:

  • Students are interested when they have a reward or benefit in entering the conversation (free prizes)

  • Students and representatives connected by bringing up personal connections/relationships

  • Representatives were usually not alone, or those that came in pairs had more success with students

  • Representatives were straightforward and casual with what they wanted to tell the students

  • Mostly older couples were observed walking in Black Mountain town square during mid-day

Interviews

I conducted 5 interviews with 3 students, the dean of student life at Montreat, and a local business owner in Black Mountain. Here are the following insights that I gathered:

  • There are opportunities created by the school for students to participate in Black Mountain, but it is not advertised well.

  • There is a general good/neutral relationship between Black Mountain community and students but nothing profound.

  • Students can help Black Mountain when tourism is down.

  • Church communities play a big role between Black Mountain and student communities.

  • Students wish for cheaper food and grocery options, student discounts and free social events.

  • Places students visit: coffee shops, Goodwill, farmers market, Dollar General, Ingles

Survey

After conducting user research, it was understood from students and business owners that there is a lack of connection between students and Black Mountain businesses. Students confirm it is because prices are not affordable for their income. Therefore in considering an option to user test, I conducted the following survey focusing on possible discounts students can have in town:

Rank the following in order from (1) most favorable to (6) least favorable:

A) Punch Card: buy a coffee 5 times and your 6th one is free

B) BOGO: buy a coffee and get a pastry 50% off

C) Cav Cash: be able to use the balance of your Cav Cash in restaurants downtown

D) Cav Night: local coffee shop will offer students 20% off every Wednesday

E) Special Drink: Students can purchase a specific drink on menu and get a student discount

F) Festival: Black Mountain community hosts a music festival and students get free entry

Students unanimously ranked option Cav Cash as their #1 choice. Option Cav Night was ranked #2. A special drink was ranked #3.

Ideation and Concept Development

Concept Generation and Brainstorming

I used the affinity diagramming method to generate ideas. Myself along with other classmates generated ideas on sticky notes and organized them based on three categories: event ideas for students to participate in, ideas that allowed easier access for students to participate and communication methods from the college, and finally ideas that were financially related.

Concept Evaluation

The criteria needed for my solution was established and evaluated against all other ideas. I needed an idea that benefited both Black Mountain commerce and gave students an affordable chance to participate. Out of all the financial ideas in my affinity diagram, I decided to pursue creating a marketing campaign advertising Montreat College student discounts.

Design and Prototyping

Low-Fidelity Prototype

I created a series of prototypes that would simulate a marketing campaign promoting Black Mountain weekly discounts to Montreat College students. Based on my survey, I decided to prototype the second most popular choice (the first choice was not approved by the school). I created a marketing campaign called “Cav Nights.” Students are able to go to one chosen business every Wednesday and get a special Montreat student discount.

Design Principles

I  created (4) Instagram posts, one postcard and one poster. Cav Nights are targeted specifically to college students, and considering that I chose a design that was trendy and fun. I chose neon colors that stood out against each other in my designs. I also decided to use repeating words that were morphed in shapes to match the other design elements I was using.

  • Instagram posts: each Instagram post advertised the date, business, and promotional deal students could get if they presented their school ID. All of the design elements are repeated throughout each post.

  • Postcard: this postcard would be placed in every student’s mailbox at Montreat. It promotes the message behind the campaign which is to support Black Mountain businesses.

  • Poster: Cav Night monthly posters would be posted in Belk Student Center and replaced every month with new deals. I chose a monthly advertising format because it would be difficult to settle all dates for the semester by August. It also gives a short window for students to prepare but also remember the dates that are coming up soon. I chose Wednesdays because Montreat does not offer visitation on Wednesdays and it would allow students to get off campus during the week for a study break.

Testing and Iteration

Focus Group

I conducted a focus group with about 7 individuals. These individuals have already filled out a survey I conducted earlier in the research phase and are slightly familiar with the topic. I began by explaining the research project by referencing the results of the survey they took. With Cav Cash being the most wanted choice, I had to explain that it was not feasible to have that option due to accounting issues through the school. I then presented my marketing campaign shown above.

According to the deals, here are how many people would go to each deal:

  • Drip 20% off - 2

  • Grange 1/2 off burgers - 4

  • Trailhead 4 drinks for $4 - 3

  • My Fathers Pizza free appetizer - 2

Individual Comments:

“If students hear there is any discount, they will most probably attend.”

“South African restaurant would offer deals to students.”

“If the school advertises it, I would not care. If I were to be invited by my friends, I would go.”

“I only drink coffee, I would not attend food events.”

“I would go to My Fathers Pizza night because I eat there a lot.”

Findings

I find that most people would attend Cav Nights if they were accompanied by their friends.

Iterations

Based on the feedback above, here are the changes I would make to my design. Firstly, I would adjust the deals to a more realistic degree. I do not think Black Mountain businesses would offer bigger discounts than 20%. I would also try to encourage students to bring their friends in my advertising. I would also expand the deals to different kinds of businesses, not just restaurants. It seems like a lot of students visit Ingles and other grocery stores, so I would try to contact them for specific deals for students.

Conclusion

Based on user research and testing, I discovered that there is a disconnect between the Montreat student community and Black Mountain commerce. This is because prices are too expensive for students to participate. In order to address that issue, I have created a low-fi prototype of a campaign that can be used to promote a weekly discount directly for Montreat students. This can benefit both students and Black Mountain by nourishing a underused segment of the market. Most students are on board with the idea. The next steps would be to present this case study to Montreat College administration and businesses in Black Mountain to foster a deeper relationship with both communities.