Department of Technology Services (DTS)

DTS hired ProProse to create a marketing program from scratch that will increase utilization of its Training and Event Center (TEC) and training courses. As the first step, we conducted key informant interviews to understand the needs and habits of their customers and non-customers. We also researched the products and services of competitors to the TEC in a detailed environmental analysis. We then used this information as a basis for conducting a series of focus groups in Los Angeles, San Francisco and Sacramento to uncover insights into the reasons customers and non-customers use services offered by the TEC and its competitors, as well as to identify unmet needs.

Results: Qualitative findings from focus groups became the basis for a quantitative survey of customers and non-customers that are in process of being implemented.