Chicago

Commons
Research Methods for the PRAD
Professional
DePaul University 2015

Who Is Chicago Commons?

Nonprofit organization that provides a range of services that cater to early childhood, young
adults, adults and seniors.
Family oriented
100 years of service with various locations around the Chicago area
West Humboldt Park since 1991
Offering Adult Education and Training Center (ETC)

Helped over 2,500 families reach their goals of improving their education and financial
position.
Courses include
Manufacturing
Health
Computer Classes

Strengths

Community
West Humboldt Park
Technology
Computer Lab
Connections
100 years in the making
Opportunities for partnerships

Weaknesses

Low attendance rate

Students are not attending the classes on a regular basis
Social Media Involvement
Lack of a presence on social media
Advertising
Lack of advertisement
Funding
Government funding has been heavily reduced.

Opportunities

Room to Increase Social Media Presence

Separate West Humboldt Park account
Student Involvement
Many West Humboldt Park Organizations to Partner with
Promotion
Exposure
Trust
Reliability

Threats

Location
Restricted transportation
The Chicago Tribune states, Humboldt Park ranks 20th (tied) among
Chicago's 77 community areas for violent crime.
Government Influence/Funding
Harsh budget and funding cut
Hiring more team members
Competition
Erie House
Richard J. Daley College

Primary Goals

Enhance Chicago Commons marketing strategy as a whole.

Focus on attracting new students, engaging current students, and
increasing class attendance rates.
Develop strategic ways to make the services at Chicago Commons
appealing to the community.

Secondary Goals

In addition, we hope to implement strategic social media tactics in

order to boost Chicago Commons online presence.
Increase the overall brand awareness in the Humboldt Park community.
In order to achieve this we plan to propose the creation of a hyper local
Facebook page

Primary Research
Demographics

African American
Ages 18-65
Humboldt Park
Unemployed
Male and Female

Psychographics

Students enjoy their time at Chicago Commons and value the services the
organization offers
Appreciate the relaxing and helpful environment
Students stay up to date by regularly reading the newspaper and care
about local to national news
Students enjoy working on the computers in the computer lab
Students are concerned with how they present themselves and how their
community represents them

Primary Research
Our surveys showed:
Majority of students heard about the
Chicago Commons program through
friends and family, then social media,
than other. This shows that word of
mouth has been beneficial to Chicago
Commons
Majority of students are involved with their
churches
Most people did not answer what
prevented them from coming to class

Interview with Program Manager, Carli

Carli helps people develop the best versions of themselves

She is trustworthy source of confidentiality

Builds personal rapport with students

They just received the Career Foundations Grant: addresses everything from finances,
to goals, quality of life and their education background.
What inspires you about this community?

The amount of resilience in this community. This is a community that knows how
to survive. -Carli Taylor

Student Interviews
Mr. Brown
Comes into relax and work towards starting his own business.
He believes that Chicago Commons has a positive attitude, and a friendly staff.
Mr Thompson
Took a computer class in 2010
Believes that there are many resources at Chicago Commons, and the staff is very helpful
From our interviews we learned that students would like to see:
Expansion computer time.
Learning how to complete online work applications/certifications
Obtaining a Driver's Licenses
Professional attire

Our Recommendations
1) Social Media
2) Advertising
3) Community Partnerships

Social Media
Facebook

1,399 Likes
Up to date
Most used medium according to surveys

Twitter

754 Followers
Lack student following
Center of Changing Lives, Chicago Civic Jobs, NanoPic, GivenDeavors
Oct. 22, Oct. 12, Sept. 1

West Humboldt Park Facebook

Create a stronger, local following

Personable interactions
Promote classes
Promote services
Build community partnerships

#AtChicagoCommons

Highest attention in computer lab

Earn certification points
Incentives
Post on personal Facebook page
Mention Chicago Commons
Encourage word of mouth

#ThanksChicagoCommons

What inspires you about the community?

Two way street
People want to get on the right path, and this place definitely allows
that. -Mr. Thomson
Just because we are in these communities does not mean we are our
community. -Mr. Brown
Universal
Personable

#ThanksChicagoCommons

Advertising

HOW:
Flyers

WHERE:
Kedzie Mall, library, bus
stop, CTA stop, grocery
store, churches,
schools

Advertising Feedback

Advertising
WHAT:
CTA and Bus Stop Ads
WHERE:
Green Line
Sacramento and Ohio Bus
Sacramento and Chicago Bus
WHY
Inexpensive
Mass exposure

Newspaper Advertisement & Article

WHERE:
Chicago Tribune

WHAT:
informational, 1x2
Human interest piece

Adult education
classes and FREE
COMPUTERS

Call (773) 638-5600

for more information

WHY:
Mass exposure
Emotional Appeal

Community Partnerships

PAST:
Turkey Chops
Ceasefire

WHO WE RECOMMEND:
Church
West Humboldt Park Library

WHY:
Strengthens name
Reliable, trustworthy

Budget

Flyers at Kedzie Strip Mall

Cost of the paper/printing: estimated $500 for 1000 copies
Advertisement on CTA (Green Line)
cost of $49 per card on train
cost of $39 for Bus stops
Newspaper Ad on the job listings page
Chicago Tribune Training and Education section: $95 for a 1 X 2
advertisement space

Evaluation
Advertising:
Number of new students who visit or enroll
New surveys
Social Media:
facebook likes
instagram followers, #AtChicagoCommons numbers
twitter followers
Community Partnerships
Number of new students who visit or enroll
New Surveys

#ThanksChicagoCommons