H!"# A$%&'()*"+

OCRC

,ŽůLJƌĐŚĂŶŐĞůƐKƌƚŚŽĚŽdžŚƌŝƐƟĂŶZĞƚƌĞĂƚĞŶƚĞƌ/ŶƚĞŐƌĂƚĞĚDĂƌŬĞƟŶŐŽŵŵƵŶŝĐĂƟŽŶƐ;KDDϲϯϲͿ

&ĂƚŚĞƌdŚĞŽĚŽƌĞƌĞƩ,ĞŶĚĞƌƐŽŶŽƵƌƚŶĞLJDĞůůŝŶŐĞƌdƵĞƐĚĂLJ ĞĐĞŵďĞƌϭϬϮϬϭϮ

FINAL RESEARCH REPORT

2

TABLE OF CONTENTS Executive Summary 3 Project 1: Secondary Research 6

Situation Analysis 7 Industry Analysis 9 Company Analysis 7 Product/Brand Analysis 13 Competitive Analysis 15 Consumer Analysis 18 Macro-Environmental Analysis 20 SWOT 23 Research Problem Statements 27

Project 2: Qualitative Research 29 Introduction 30 Research Objectives and Methods 31 Findings 34 Project 3: Quantitative Research 40 Introduction 41 Research Objectives and Methods 41 Concepts of Interest 44 Findings 45 Research Conclusions 47

Opportunity Recommendation for the IMC Campaign Development 51 IMC Campaign Objective 52 IMC Campaign Strategies 53

Appendices 55

3

EXECUTIVE SUMMARY

Research of the current integrated marketing campaign is focused upon the Missouri-based Holy

Archangels Orthodox Christian Retreat Center. Though a tax exempt nonprofit religious

corporation, Holy Archangels OCRC has been designed from inception to become a profitable

enterprise offering the potential of a wide variety of programs to serve diverse demographic

segments in Midwest America. A key component in the design of the retreat center is to achieve

market superiority through a commitment to excellence of service. Holy Archangels is dedicated

to setting standards in the industry against which other organizations will be forced to measure

themselves.

While the primary target market will remain Orthodox Christian parishes and individuals, the

scope of operation will be adaptable to youth groups, recovery support groups, civic groups,

corporations and academic institutions. Among these diverse groups, a number of issues must be

explored prior to program development. These issues would include any potential barriers posed

by the religious nature of the organization, obstacles posed by the remote location of the facility

and discovery of any preconceived concepts and norms held by the general public regarding the

nature of activities and atmosphere of a retreat center.

The current research project concentrates upon a single potential market segment holding no

specific affiliation with Orthodox Christian expression. In order to design retreat programs to

serve college and university students between the ages of 18 and 24, it is necessary to study and

ascertain positive and negative reactions to all aspects exhibited by the retreat center through

staff, program offerings, environmental setting, religious expression and misconception.

Initial research began with a situation analysis to identify direct and indirect competition, to

ascertain the image projected by competitive entities and to understand the public perception and

4

expectation of the characteristics of an ideal retreat center operation. Information was gathered of

existing Orthodox Christian retreat centers, followed by a general study of related retreat centers

sponsored by Roman Catholic and Protestant church bodies. A series of telephone interviews

discovered internal perspectives of operation, target audiences and activities and services offered

by competitive organizations. Consideration extended to the choices and indirect forms of

competition individuals have available when deciding upon activities apart from normal

everyday family and professional life.

Based upon an understanding of general industry operations, positioning tendencies, market

preferences and scope of appeal, a SWOT analysis was described in terms of internal and

external problems and opportunities of Holy Archangels OCRC. These initial steps permitted a

narrow focus upon potential problems to be addressed and the development of a series of

research questions upon which to base further research.

Qualitative research was conducted in the form of a focus group session to gain insight into past

experience and personal preference of university students during retreat events, particularly with

respect to environment, accommodations, activities and services offered, perspectives of staff

and a religious or faith-based foundation of the hosting organization. The participant sample was

not random but voluntary, soliciting friends and acquaintances among Drury University students

by email and text messaging. The focus group included 11 students, was led my one moderator

and one observer and lasted 45 minutes. Analysis of the data focused upon eight specific themes

developed from categories of student responses.

Quantitative research was conducted through an on-line survey, implementing question sets

modified from the focus group questionnaire to explore perspectives and preferences closely

related to the qualitative component of the research project. Respondent samples were also

5

drawn voluntarily with a greater margin for random participation through email and social media

requests. Analysis focused upon key aspects of themes identified through the qualitative segment

of study.

Overall, the research indicated that university students are not negatively affected during

consideration of a retreat event hosted by a religious organization. Activities conducted during a

retreat event should be varied and well organized. Outdoor activities should include sporting

events, hiking, water sports and opportunities such as evening bonfires to promote personal

interaction among retreat participants. Event schedules should allow for free time, encouraging

moments of personal solitude and informal unplanned activities among retreat participants. A

semi-wilderness forested environment with the potential for rustic accommodations is an

expectation among all respondents and preferred by a majority of respondents.

At an early stage of development, Holy Archangels is well-positioned to tailor retreat events to a

target audience composed of typical American university students. The center’s dedication to

providing for the personal safety and the preservation of the free will of any guest lends well to

the inclinations and preferences voiced by students during the qualitative and quantitative

research studies. Further research is recommended at universities throughout the Midwest, as

well as from the East and West Coasts to include regional differences. Additionally, further

research is advised among students at Orthodox Christian, Roman Catholic and Protestant

seminaries to determine any differing sets of perspectives among similar age groups, but with

alternate perspectives on the nature of retreat centers, events and activities.

6

PROJECT 1: SECONDARY RESEARCH

7

SITUATION ANALYSIS

Industry Analysis

Overview of the industry

Retreat programs exist in many varieties across America. The primary purpose is to provide an

opportunity for active individuals to disengage from normal, everyday life for a short period of

time for self-reflection, self-improvement, health improvement and redefinition of career paths

and objectives. Retreat environments span the imagination, including spiritually oriented retreats

in monasteries or convents, wilderness retreats in desert or remote locations, and urban programs

which remain close to society but isolated in the opportunity for interaction.

Size of the market in general

A retreat center located in the Missouri Ozarks has access to two regional airports in Springfield

and Branson. Flight times from Chicago, Atlanta and Dallas to either of these regional airports is

approximately 1 hour. Driving times from Atlanta, Chicago and Dallas range from 7-9 hour. The

maximum potential market of the inclusive population region exceeds 50 million individuals.

With only a 0.5% population interest, a potential market audience of 250,000 exists within travel

zones reasonably accessible to most Americans.

Growth trends

Spiritual retreats in monastery or convent settings have been in general decline since the 1980’s.

The exception would be monasteries and convents which focus upon special interest programs

and passive, unstructured retreats allowing participants to create their own retreat program.

Recovery retreats focused upon alcohol and other addictive behaviors have been on increase

since the 1990’s, particularly with trends in company insurance policies covering treatments for

middle and upper management personnel. Also, wilderness and survival retreats have been on

8

the increase, beginning in California and West Coast markets in the 1990’s and spreading

throughout the country, due to interest in escapes from urban settings to natural environments.

Key players

Among Orthodox Christian retreat centers in America, there are only two major sites: St.

Nicholas Ranch in Dunlap, California to the east of Fresno and Antiochian Village in Bolivar,

Pennsylvania to the east of Pittsburgh. Smaller, less active retreat centers exist from converted

motel locations such as St. Stephen’s in Titusville, Florida, Living Giving Spring in Boulder City,

Nevada, and St. Andrew’s on Lake Oneida in Cleveland, New York.

In addition to these examples, dioceses around America with each of the major ethnic Orthodox

Christian jurisdictions (Greek, Russian, Serbian, Romanian & others) often have land locations

set aside or rent locations for occasional retreat programs organized to serve specific needs by

the bishop, the clergy or committees within the diocese.

Retreat programs hosted in monastery environments appear to be in decline. An example would

include Sts. Peter and Paul Roman Catholic Retreat Center in Newark, Ohio. However, a few

locations near large metropolitan areas have targeted specific affluent audiences and designed

structures which appeal to a variety of demographic segments. One example would be Holy

Cross Anglican Monastery of West Park, New York.

A broader search of Christian retreat centers indicates an existing market, but often designed

around specific denominational needs and expressions. Though all may claim non-

denominational appeal, a number of implied restrictions will limit the market of these centers.

Examples of other Christian retreat centers would include Blue Mountain Christian Retreat in

New Ringgold, Pennsylvania, Spruce Lake retreat center in the Poconos in Pennsylvania and St.

George Island Christian retreat center on the outer islands near Apalachicola, Florida. Larger

9

networks of Christian retreat centers would be represented by organizations such as American

Camp Association and Great Retreats: Young Life Camp.

Locally, a number of Christian retreat centers exist in the Missouri Ozarks, both denominational

and non-denominational. Examples would include the consortium of Midwest Christian Retreats

which operates Eagle River Ozark Mountain Retreat Center southwest of Springfield, Family

Life Mission in Branson and Springfield, Logan Valley Christian Retreat in Ellington, Missouri

and Baptist Hill near Mt. Vernon.

Current market share

There are no major Orthodox Christian retreat centers in the Midwest and no Orthodox Christian

retreat centers in America with a purposeful design to appeal to broad segments of American

society and culture beyond the specific denomination. Any such appeal and interaction on a

larger scale is merely coincidental. A Google search in November 2012 of the specific

denominational category places Holy Archangels Orthodox Christian retreat center at the top of

the search—even though Holy Archangels remains a start-up venture without a fully developed

web presence—only indicating other centers do not substantially utilize an internet presence or

integrate social media platforms into promotional programs.

Company Analysis

What the company is concerned with

Holy Archangels has been established through knowledge and practical experience of the

demands modern American society can impose upon individuals and families. These can

overwhelm inherent individual needs in which focus upon family and personal life center around

career paths and pursuit of financial security more than close relationships necessary for healthy

human growth.

10

What it represents

Holy Archangels offers opportunities for individuals and groups to disconnect and distance

themselves from mundane demands of life in order to nurture and cultivate values important to

gaining depth and richness to life.

Company mission statement

The primary mission and underlying purpose of Holy Archangels Orthodox Christian Retreat

Center is to establish, develop, maintain and provide a safe rural environment—conducive and

openly accessible—to study, explore and practice daily Christian life through diverse platforms.

These would include individual and community spiritual retreats, seasonal camps for youth and

young adults, amateur sports events, wilderness excursions, academic and educational

conferences, cultural development and liturgical expression, all in close proximity to qualified

pastoral and professional guidance.

Above all, Holy Archangels provides an environment which remains focused upon preserving

personal safety and the free will of the individual, while engendering an atmosphere in which

serious human concepts can be openly discussed and explored in group situations or on an

individual basis.

History

Holy Archangels OCRC is still in infant stages, following a decade of research and development

to explore the viability of this concept in the Missouri Ozarks and the Midwest. During the

development period, a number of small retreat programs were tested successfully. Incorporated

in October of 2010, the retreat center began active operations and pilot programs from October

2011.

11

Market standing/ Category share

As a newcomer to the market place of spiritual, career or rehabilitative retreats, Holy Archangels

OCRC holds no significant market share among existing retreat centers. However, Holy

Archangels stands poised to implement an expansive advertising and promotion campaign which

will include social media platforms and mobile technology, particularly with a view to reach

youth, young single adults and young families.

Product offerings

Various offerings possible through Holy Archangels Orthodox Christian Retreat Center would

include:

a. Parish retreat programs for Orthodox Christian congregations

b. Congregation retreat programs for other denominations

c. Clergy retreat programs for sabbatical and continued education

d. Summer youth and young adult programs geared to specific denominational or cultural

need. With Orthodox Christian groups, the retreat center can provide as much or as little

structure as the priest or bishop requires—allowing them to create their own program.

With other denominations, Holy Archangels would merely provide the environment and

services needed to conduct a retreat event, leaving the structure to the visiting supervising

clergy.

e. Academic retreats designed to allow university departments to conduct multi-day internal

workshops, isolated from campuses.

f. Academic conferences focused upon areas of research, study and dialogue appropriate to

Christian faith-based interests, such as origins of life, ethics, explorations of the realms

and differences between science and religion and other topics.

12

g. Retreat programs focused upon social action and services within the community, such as

American Red Cross events, recovery retreats in support of Alcoholics/Narcotics

Anonymous and similar groups, military chaplaincies and similar community needs.

h. International retreat programs, especially for youth and young adults, to encourage cross-

cultural interaction and establish foundations of mutual understanding and tolerance.

Sales & Profits

As a non-profit organization, Holy Archangels OCRC does not have a traditional profitability

balance sheet. Only pilot programs have been conducted to date, leaving income from activities

negligible.

Key Personnel

Operational personnel are currently being interviewed and considered for employment within the

second and third year of operation.

Capital Resources

Based upon pledges accumulated since 1999, Holy Archangels began receiving assets on the

balance sheet beginning in September 2011. Current resources include 85 acres of forest and

pasture located near the Mark Twain National Forest, the Glade Top Trail and the headwaters of

the White River system of Arkansas. While formal accommodations remain limited at this early

stage of development, the ability to host wilderness camp-style environments abounds on the

property and the surrounding areas. Total assets are approaching $800k in the first year of

operation.

13

Product/ Brand Analysis

Product/brand attributes & functions

As a Christian retreat center, Holy Archangels offers a wholesome faith-based environment,

focused upon the practice of virtue, healthy human interaction and quiet self-reflection. Rather

than a vacation destination which often exhibits a different set of sources to generate stress, the

environment of Holy Archangels is designed to create a short period of time free from stress in

which basic needs are needs are met comfortably, allowing guests to concentrate on themselves

in an emotionally open and physically safe natural setting.

Positioning & brand personality

Apart from typical vacation destinations, most of the staff at Holy Archangels will be interning

or trained in pastoral care and attention. While easily and personally accessible, staff will only

make themselves available according to the needs of guests. The primary concern will be for the

hospitality and care for guests to the degree they desire and based upon the level of maturity.

Younger guests will be more closely supervised, while encouraging a sense of exploration and

independence.

Price

$75-150 per day per individual, depending upon the extent of services provided.

Promotions used

Previously, all promotions and advertising have been through direct invitation and ‘word-of-

mouth’ exposure. In the future, direct mail campaigns will be incorporated utilizing mailing lists

of Orthodox Christian parishes, as well as mailing lists of other Christian denominations.

Internet presence will be a necessary, cost-manageable approach to promotion, particularly

through the implementation of social media platform strategies. Advertising in specialty religious

14

magazines and online publications will be explored as a possible medium to reach new audiences

and potential markets.

Direct correspondence and solicitation of university departments throughout the Midwest will be

designed to establish initial workshop and conference schedules on a small scale. Word-of-

mouth promotion should eventually augment these efforts to attract academic audiences.

Media spent

There is no specific advertising budget established at this stage of development. Due to the non-

commercial nature of the enterprise, free forms of advertising and inexpensive alternatives will

consistently be explored.

Packaging

In this context, packaging can possess two connotations.

Because Holy Archangels OCRC offers customizable retreat programs, designed by individuals

or groups to serve their specific needs, packaging describes the range of contents of any retreat

program selected at the time of registration. An interactive website will offer a “build-your-own”

option for retreat programs, in addition to established retreat packages which will include a

variety of reflective, pastoral, study, outdoor, wilderness, sports and discursive activities.

In terms of the means and methods of presentation to the public, the packaging of Holy

Archangels OCRC will be subdued and understated to emphasize the non-commercial aspect of

the operation. Holy Archangels is not merely a vacation alternative or destination, but rather a

service being promoted to serve individual needs of modern Americans through natural

environments, beginning with Orthodox Christians but extending to all individuals and groups of

faith or interested in faith and religion, as with academic circles.

15

Distribution

In spite of the potential for national and international appeal, the bulk of any advertising and

promotional efforts will remain on the American Midwest, particularly within a 200-mile radius

of the Holy Archangels retreat center property.

This limited scope will be augmented through specific appeals to broader geographic regions

through Orthodox Christian dioceses throughout America. Because most Orthodox Christian

retreat centers are located at the extremes of the North American continents, Holy Archangels

stands poised to fill a niche opportunity through ease of accessibility to populations in the center

of the country.

Competitive Analysis

Options consumers might use in their purchasing decisions

a. Avoiding vacation or career breaks due to current economic trends

b. Selecting vacation destinations for entertainment alone

c. Selecting rehabilitative retreats for professional support

d. Selecting faith-based retreats according to denominational orientation

e. Selecting alternate retreat programs based on geographical proximity

Competitor categories

Holy Archangels broadly competes with any vacation destination or alternate opportunity to

escape daily pressures of career and modern life in America. These could include family trips to

attractive natural sites, cruise ship opportunities, trips to Europe or abroad, extended visits with

family and friends or periods of time in professional rehabilitative centers.

16

Direct competitors

Holy Archangels competes directly with Christian retreat centers of all denominations. While the

primary target audience would be Orthodox Christian parishes, families and individuals which

remain beyond the appeal of most Orthodox Christians, the underlying Christian faith-based

identity places Holy Archangels directly in the category of retreat program alternatives alongside

other organizations with regard to secondary and tertiary target markets. A sample of competitors

within the Christian retreat center sphere as the Key Players in the industry analysis above

indicates.

Indirect competitors

Holy Archangels competes indirectly with any vacation opportunity available to Americans.

However, due to the nonprofit and non-commercial characteristics of the retreat center, cost

should not be an issue. Any promotional appeal should concentrate upon the prospective

personal benefit to each individual guest. Intangible spiritual and emotional gains will be the

advantage for consumers to consider a retreat above a more typical vacation destination.

Product attributes and functions comparison

St. Nicholas Ranch (Calif.) and Antiochian Village (Penn.) represent direct competitors to Holy

Archangels within the scope of Orthodox Christian retreat centers on a national scale. Smaller

retreat centers exist within American Orthodox communities, but are more regional in scope,

providing primarily summer camp opportunities within a specific diocesan area. The offerings

from each of these centers will compete among Orthodox Christian individuals and

congregations, though groups outside of Orthodox interests are occasionally served by the larger

facilities.

17

Indirect competition will be represented by any form of vacation destination or offering.

However, vacations often serve different purposes and needs than specifically designed retreat

programs.

Services provided by Holy Archangels will be designed to meet all of the accommodation needs

of individuals or groups, freeing participants from typical logistic concerns and unplanned

expense which can be associated with vacation excursions. Programs and facilities can be

tailored to the needs, requirements and financial budgets of individuals or groups, permitting

clients to involve Holy Archangels to any level of degree—from passive provision of the site to

full-service retreat program design and management.

Current positioning & product personality comparison

Aside from diocesan centers, Holy Archangels represents the only large scale Orthodox retreat

center in the Midwest. The location in the Missouri Ozarks provides a semi-wilderness

environment, allowing participants to fully disengage for a period of time from everyday

lifestyles and obligations to their individual level of comfort. To the degree these can be

reasonably extended, personal safety and the preservation of an individual’s free will remain

priorities during any interaction with Holy Archangels. The facilities and services are primarily

offered for the purpose of personal exploration and growth, encouraging individual freedom and

expression.

Price comparison

Program pricing will be established on an individual basis, taking into account the degree of

involvement of the management and staff of Holy Archangels and the extent to which the

facilities will be utilized.

18

Promotions comparison: current and past advertising

Website and social media platforms are currently being explored by the retreat center and will

provide a foundation to develop word-of mouth advertising. Direct mail campaigns, indicating

on-line presence and URL connections, will be utilized as periodic supplements to encourage

select market growth.

Media comparison

No marketing expenditures to date

Packaging comparison

Program presentations will vary appropriately, depending upon the targeted audience. Website

presence will be compartmentalized to appeal to differing groups of prospective clients.

Distribution comparison

While a national and international scope of appeal remains prospective, initial penetration will be

focused upon local and regional markets, beginning with Orthodox Christian parish communities

and Midwest diocesan needs and interests

Consumer Analysis

Current target market vs. potential target market

Serving the spiritual needs of Orthodox Christian parish communities and individuals remain the

primary market audience for Holy Archangels. However, current economic and social concerns

indicate modern American audiences desire an opportunity to retreat from everyday pressures

and obligations. These potential audiences will include structured and unstructured youth groups,

groups for young adults and groups seeking relief from substance abuse. Additionally, Holy

Archangels represents a facility focused upon specialized study, presenting the opportunity to

serve select academic audiences.

19

Who are the consumers?

Orthodox Christians in America are not unlike Americans outside of the specific denominational

segment. Therefore, present and potential clients may include individuals from any professional

field. An underlying interest in self-reflection, self-realization, internal self-improvement (as

opposed to professional improvement) or a perceived lack of these qualities will describe the

majority of potential clients.

What motivates the consumers to buy?

A personal discernment between the benefits offered by a vacation getaway or a retreat program

offering personal growth, moments of solitude and respite from the pressures of everyday life

promise to be the primary motivators for any American—Orthodox Christian or not—to

seriously consider the option of Holy Archangels retreat center as a viable destination.

How do the consumers use the product?

A retreat will offer a prospective client the opportunity to engage clergy, counselors,

professionals and individuals seasoned in spiritual pursuit and personal contentment to their

degree of comfort. The exposure offers the possibility to personally explore concepts which are

seldom incorporated in modern American lifestyles. The ability to subsequently return to the

retreat center, to maintain newly formed relationships and to seek continued guidance or referrals

after a program extends the benefit of retreat offerings beyond any specific event.

What is important to consumers in a product?

Personal applicability

How do the consumers look at life?

As most everyone looks at life, but often perceiving a lack of fulfillment, happiness or

contentment, particularly with themselves or their situation in life.

20

Where are the consumers?

Prospective clients could be found in any profession or within any segment of society.

Geographically, Holy Archangels’ primary audience would initially be limited to Missouri and

surrounding states, but eventually would expand to the greater Midwest region extending

outward to Atlanta, Chicago and Dallas. The geographic region represents a potential market

exceeding 40mil individuals and a specific denominational segment approaching 0.5mil

Orthodox Christians.

Macro-Environmental Analysis

Demographic trends

The variety of retreat events available through Holy Archangels provides a series of

product/services which could be appealing across a broad demographic spectrum. However, to

maximize the limited resources available to promotion and advertising, each category of retreat

program listed above under product offerings, should be isolated from other offerings, treating

each category as a distinct product/service.

Social trends

As technology increases in the 21st-century and concerns over detachment from natural settings,

environments, dietetics and lifestyles continue to remain a focus for a growing segment in

American society, Holy Archangels OCRC stands in a position to offer reasonable and

affordable solutions. To disconnect physically from the rapid pace of the surrounding society for

a period of time can be authentically presented as a healthy consideration for individuals,

families and groups.

21

Economic trends

The continuing stagnation of the economic state has contributed to a slower start-up for the

retreat center than was anticipated prior to incorporation. However, the retreat center is also in

competition with general vacation opportunities and destinations, which are not as viable for

families to currently consider. Careful pricing and positioning could present alternatives to

individuals, families or groups, especially if the spiritual and emotional benefits are emphasized

in the marketing presentation.

Legal trends

Primary concerns for a retreat center will be for the personal safety of individuals. On one hand,

attending to the physical and emotional safeties of guests remains a top priority and concern in

terms of the potential for misconduct, sexual harassment and sexual abuse. Due to the semi-

wilderness environment, physical safety will extend to the potential for injury and harm from

activities, such as hiking, canoeing and sports events. The potential also exists for harm from

animals and insects native to the area.

Liability issues exist in the prudent care of individuals in groups, requiring the exercise of due

diligence in providing sufficient warning to guests of potential dangers and threats.

Policies are regularly implemented and reviewed to monitor potential threats and to establish

plan of action in advance of any occurrence.

Environmental trends

The natural environment of the physical location of the retreat center is a key feature of the

offerings. As plans continue to develop for capital improvement and expansion, green

architecture and natural landscaping utilizing native Missouri flora will remain a priority. To

22

market the retreat center as committed to preserving the natural environment will be an important

aspect of the marketing presentation.

23

COMPREHENSIVE SWOT ANALYSIS Strengths

• Holy Archangels Orthodox Christian Retreat Center provides multi-dimensional retreat

programs, designed to serve client needs across denominational bounds or beyond

specific faith-based points of focus.

• Holy Archangels OCRC possesses the business acumen to implement an extensive

integrated marketing plan, utilizing traditional and technological avenues cohesively.

• The founder possesses decades of international experience in conducting faith-based,

spiritual retreats in natural, remote wilderness environments and a broad scope of

professional expertise to create a nonprofit corporation from inception.

• Google search in November 2012 under specific denominational categories finds Holy

Archangels OCRC in the top searchable position.

• As a nonprofit organization, typical pressures within for-profit commercial sectors do not

exist for Holy Archangels, allowing the retreat center to remain primarily focused upon

developing programs for the growth of clients.

• As a nonprofit corporation, shareholders are excluded from the structure, allowing all

operational profits to be returned internally to solely promote corporate purposes.

• The faith-based religious foundation behind the development of the retreat center

possesses a deep historical continuous identity, ensuring an impression of stability and

duration.

• Provides an environment for clients to depart from everyday routines, to enjoy stress-free

periods and grow in deeper meaningful aspects of life.

24

• The Mark Twain National Forest, Glade Top Trail and headwaters of the White River

System provide a valuable center of geographic location to draw client groups seeking

semi-wilderness and outdoor style retreat events.

• Digital technology and 4G WiFi is available in specific locations of the retreat center,

allowing clients a choice in the degree of disconnection during retreat events.

Weaknesses

• As a retreat center, Holy Archangels is a startup in the first year of active operation.

• As a nonprofit corporation with a limited initial donor base, Holy Archangels exhibits

typical startup enterprise limitations of resources and personnel.

• Holy Archangels currently possesses no significant market share.

• Current promotional strategies rely primarily on word of mouth, providing a sound and

steady brand name establishment but slower ingress and growth in the marketplace.

• With architectural plans under creation, accommodations remain severely limited at this

stage, allowing only implementation of wilderness camp style retreat programs.

• Current accommodations can only permit retreat programs requiring full service on a

limited basis to personal, family or small group retreats.

• Considering current accommodation limitations, premature overexposure through

affordable social media network platforms could swiftly create a lasting negative

impression of unpreparedness in the face of any significant market response.

• Holy Archangels currently focuses on a small, local current target market within a 200-

mile radius, limiting initial traditional advertising campaigns to a local market and

potentially impinging upon the ability to expand fully and serve the Midwest.

25

Opportunities

• Within a 1-hour flight time, Holy Archangels is centrally located within a total American

demographic population exceeding 40 million. As a percentage, this equates to a potential

client segment of Orthodox Christians alone—not including other faith-based

denominational interests—of more than 250,000 individuals.

• Current real estate holdings exceed 80 acres of oak and walnut forest from which to base

retreat events, with the potential to acquire an adjoining 216 wilderness parcel.

• No other major Orthodox Christian retreat centers exist in the Midwest. Other

competitive faith-based centers have limited presence in the region.

• Holy Archangels possesses the flexibility to offer a broad array of programs, providing an

opportunity to reach a much larger demographic beyond the primary client base of

Orthodox Christian individuals and parishes.

• Holy Archangels can custom tailor retreat events for any client category on an individual

basis to fit specific budget limitations.

• Monastery and convent environments focusing upon special interest and unstructured

spiritual retreat events have increased in recent decades on East and West Coasts, but few

exist in the Midwest.

• A similar trend and positioning holds true for the growth of wilderness and back-to-

nature excursion events, leaving Holy Archangels well-poised to serve the niche.

• Recovery treatment programs for substance abuse often focus upon the need for a

spiritual dimension to be a component of any effective program. Holy Archangels is well-

positioned to provide the environment for hosting these program events.

26

Threats

• Numbers of monastery and convents have been in decline since the 1980’s, causing a

general lack of public awareness of the need for spiritual retreats.

• Lack of awareness requires the market niche must be re-created in order for clients to

recognize a need for retreat programs and respond to promotional appeals.

• Among a number of Orthodox Christian retreat centers around America, St. Nicholas

Ranch in California and Antiochian Village in Pennsylvania are well-established and

attended, narrowing the opportunity for Holy Archangels to enter as a fledgling operation

into a specifically Orthodox Christian marketplace.

• Economic stagnation can reduce the opportunity for clients to seriously consider retreat

center events, in spite of any benefit perceived of the location.

• Secular vacation destinations pose competitive threats as alternative choices to Holy

Archangels from the client perspective.

• The public perception of a faith-based retreat center can disqualify Holy Archangels as a

viable destination consideration among secular audiences.

• A similar misconception can disqualify Holy Archangels as a viable destination among

faith-based groups outside of an Orthodox Christian orientation.

• Extensive utilization of technology, social media platforms and leading edge marketing

campaigns can potentially damage the brand image of a traditional faith-based retreat

center which offers “disconnects” from the modern world.

27

PROBLEM STATEMENT & RESEARCH QUESTIONS

As Holy Archangels Retreat Center approaches full-scale operations, the design of appropriate

programs and activities are essential to success. Research among differing demographic

segments will identify positive and negative reactions, permitting the development of desired

programs for specific age groups and interests.

The first targeted audience outside of traditional parish community retreats will be teenagers and

young adults. Drawing upon their past experiences should disclose individual interests,

preferences, reticence and reservations with respect to organized retreat events hosted or

conducted by a religious organization.

This demographic segment will provide insights into program design which may or may not

correlate with general suppositions of the founders, organizers and program managers of Holy

Archangels. Research will concentrate upon seeking responses from identified audiences in order

to develop programs tailored to the wishes of specific niche market needs.

Among the category of young American single adults, between the ages of 18 and 24:

• (R1) What is the range of response or reaction to the concept of a faith-based retreat

center located in a semi-wilderness mountain environment?

• (R2) Leaving aside any faith-based orientation, what activities would be attractive during

a retreat event within a semi-wilderness mountain environment?

• (R3) What range of experience have young adults in this age category encountered in the

past with retreats or summer camps?

• (R4) If allowed creativity and the ability to introduce suggestions, what experiences and

activities would be preferred among young adults in this age category?

28

The research should attempt to cross denominational boundaries and professional fields to insure

a homogenous understanding of the nature of service provided by a retreat center, as perceived

by modern Americans from different age groups and levels of society. Research should also seek

to identify areas which are perceived as inappropriate or out of place in a retreat environment.

29

PROJECT 2: QUALITATIVE RESEARCH

30

QUALITATIVE RESEARCH

Introduction

Due to the startup enterprise nature of the Holy Archangels Orthodox Christian Retreat Center,

product/ service research has been primarily focused on the initial design of programs to serve

the needs of various prospective client groups. Any competitive perspective in the research of

program development at this stage has concentrated upon comprehensive package offerings

which meet or exceed offerings of similar facilities. Clientele groups will eventually comprise

church parish communities and youth summer camps; structured youth groups such as Boy

Scouts, Girl Scouts, 4H Clubs and others; academic groups such as faculty department

workshops, relational skills workshops for young adults, ministry workshops for seminarians and

specialized academic conferences; recovery retreat programs in support of those struggling

against substance abuse; university student group retreat programs; and, small scale corporate

retreats to meet individual internal needs.

During initial market audience identification, a number of the above categories were explored as

potential points of focus with some indicating significant degrees of delicacy needed to facilitate

dialogue and interaction toward conducting any form of research. In several cases, the

denominational polarity of Holy Archangels proved to be an obstacle. In other situations, the

overall religious nature of the organization provided barriers to consider. And, in other cases, the

privacy required by certain individual groups slowed progress toward gaining inside perspectives

of specific needs, requirements or expectations.

These factors were anticipated due to the findings in the initial stage of secondary research.

While none of these obstacles should prove insurmountable, for the sake of expediency a more

31

flexible and open target audience was approached for the current study: university undergraduate

and graduate students between the ages of 18-24.

Research Objectives and Methods

Because Holy Archangels remains in early development stages, a clear understanding of the

perceived needs of prospective market audiences is required. In order to ascertain personal

impressions, qualitative research proved appropriate through discussion forums available through

focus group sessions. Rather than individual in-depth interviews, the prospect of focus groups

offered an open dialogue to recall past experiences, identify favored aspects of previous retreat

programs, speculate upon ideal scenarios and indicate any potential negative reactions to

environment, activities, staff appointments and religious affinities. The focus group setting

among individuals of a similar demographic segment suggested the provision of a sense of

security to encourage responses which might not surface during a one-on-one interview process.

Considering the broad market Holy Archangels could possibly serve, a number of avenues were

initially explored. A focus group session among directors of the Southwest Missouri Boy Scout

region was ruled out due to denominational polarities which exist among local troops. A

subsequent possibility of organizing several focus group sessions with local recovery support

groups proved impracticable due to issues of privacy and internal organizational concerns of the

individual support group leadership. Therefore, the research team concentrated on a readily

available market segment represented by undergraduate and graduate students of Drury

University.

Initially, two focus group sessions were planned, promising a separate study of male and female

responses, considering the potential for differing reactions to a retreat center located in a

wilderness setting. Time constraints prevented two independent sessions. One focus group

32

session of young men and women was organized and convened at 9:00pm on Thursday,

November 29, 2012 in the conference room of Shewmaker Hall on campus at Drury University

and lasted 45 minutes. Refreshments were provided in the form of a pizza party. A decision was

made ahead of time to exclude Fr. Theodore Niklasson from direct involvement during the

session in order to minimize any skew or sway of participant responses.

Focus group questions were carefully developed to explore aspects of the four research questions

presented during secondary research to attempt to identify the scope of problems and

opportunities specified in the situational analysis of this particular research project. Open-ended

questions were arranged according to accepted practice, opening with general observations and

impressions and moving toward free expression from participants regarding individual retreat

experiences. The final set of key questions focused specifically on the prospect of a retreat

program hosted by a religious organization, seeking to ascertain a range of responses from

positive to negative. One key question (#16) introduced the concept of monastery upon the

image of a religious center with a purpose to ascertain preconceived notions of the environment.

The research approach implementing a focus group for open discussion proved sound in the

initial exploration of the development of retreat programs appropriate to distinct target

audiences. By inviting potential clients from a prospective market segment to speak openly and

generally about their impressions of retreats—religiously oriented or not—the responses

indicated both personal preferences and reservations. These perceptions covered a span of topics

including imagining the physical environment of a wilderness setting, impressions of the

desirability of differing seasonal schedules, past experiences and memories, emotional reactions

to overall stages of a retreat event, lasting impressions of retreat staff members, reactions to the

33

nature of newly found relationships, reactions to communal living accommodations, reactions to

scheduling and types of activities and an encouragement to describe ideal scenarios.

The tone of the focus group suggested participants enjoyed sharing their ideas openly. The

interaction among participants was friendly, lively and conversational. The structure of the

questionnaire proved sound. As the focus group session progressed, participants appeared more

comfortable within the group to express delicate topics and to present potential problems and

negative reactions in the design or operation of a retreat center having a religious foundation.

Individual responses of young men and women confirmed that separate focus groups divided

according to gender would be productive due to general reactions toward environment and

vulnerability issues. Focus group questions would remain identical, but further question prompts

could be tailored to aid each focus in deeper exploration of certain circumstances or concerns.

The decision to exclude Fr. Theodore from the discussion session was likely sound. A number of

potential negative reactions may not have surfaced in the discussion had a clergyman been

present within the focus group setting. However, emphasis was placed specifically upon Holy

Archangels as an Orthodox Christian retreat center and the point of the study during the

introduction segment of the focus. The religious nature of the retreat center, as well as

denominational affiliation, may have skewed the direction of responses. In retrospect, the topic

of the focus group should have remained nonspecific throughout, applying to general retreat

center environments without reference to any particular religious or secular positioning.

Fortunately, the geographic location of Drury University, its own underlying religious affiliation

and student demographics composed primarily of Midwest Americans did not necessarily

undermine the findings of the focus group. Future focus group research sessions will need to

34

carefully consider the potential reactions of participants, if conducted in differing parts of the

United States.

Research Findings

A loose transcription of the focus group session yielded highlights of interests, conceptual

preferences and a mix of positive and negative reactions to a retreat environment hosted by a

religious affiliation which may or may not be related to the target audience. The pool of

information provided confirmation of a number of anticipated perceptions, as well as several

surprising responses suggesting the religious nature of a faith-based organization may offer less

of an obstacle to broader prospective target markets than previously assumed. In fact, a rustic,

semi-wilderness environment proved more problematic for a number of participants according to

the focus group responses than any particular religious polarity of the retreat center.

Findings from the focus group session were analyzed without reference to the order of questions

or the subject matter revealed as the discussion developed. This overview approach permitted

correlation of similar topics which surfaced at different times throughout the session, rather than

line-by-line evaluation of responses to specific questions. While additional themes could be

extracted from the data, eight themes were specifically identified as a point of reference to begin

the development of attractive retreat programs based upon the responses of a high profile target

audience. The findings have been segregated according to these eight themes.

Preferred locations, characteristics and overall themes of a retreat

From a general introductory question, followed by past retreat experiences among participants of

the focus group, a number of actual and ideal characteristics were identified. Annual church

camps for youth often provided the background for retreat experiences among participants. A

number of individuals had favorite locations in mind from these experiences. Favored locations

35

included mountain settings and locations near bodies of water—the ocean, a lake or streams and

rivers. Other retreats falling outside of church venues included professional skills training,

leadership institutes, team building programs and conferences.

Under ideal circumstances, the focus group identified a number of preferred features. A schedule

of organized activities remained a key component among desired qualities, yet having time

interspersed for personal solitude and reflection was important. Activities of the retreat center

should be fun, not closely resemble work, provide opportunities for outdoor games, be

reasonably comfortable, offer unique experiences and provide for spiritual and emotional

growth.

Seasonal changes introduced differing interests, with autumn providing the ideal setting for

retreats focused upon quiet and solitude. Spring and summer were clearly times of outside sports

and activity, though the depth and heat of summer yielded responses seeking water sports or

indoor activities of crafts or study.

Reactions to wilderness environments

A wilderness environment prompted a range of positive and negative responses from

participants. Particularly with respect to the general presence of wild animals, responses ranged

from “eww!” or being frightened and wanting protection to “cool” and interested. The image of a

forest suggested isolation with no distractions, as well as bugs and dirt. Hiking trails were

considered boring, essential, peaceful, group exercise and work. Bonfires reminded participants

of marshmallow roasts, casual conversation, campfire songs and storytelling.

Typical accommodations experienced in the industry

With regard to typical accommodations, data from the focus group suggest that participants are

familiar with a broad range of living conditions from past experience. Though the overall

36

architectural design will include hotel-style lodge accommodations, the findings from the focus

group confirm that events can occur prior to the completion of comfortable buildings exhibiting

modern conveniences. In some cases, more rustic accommodations may be preferred by certain

guests. An excessive presence of technology engendered negative reactions without further

question prompts.

From the data, other retreat centers offer cabins, dormitory and hotel-style buildings, bunk beds,

shared bathroom and shower facilities, and even huts, canvas tents, portable toilets, latrines and

bare minimum facilities. While all of these styles may not be according to individual preference,

responses indicated more acceptance than rejection of the event due to accommodations.

However, among young women especially, the concept of shared showers and bathrooms

provided a source of negative reaction.

Perspectives of retreat center staff

Evidently, with this particular focus group, past experiences with retreat center staff has been

quite good. An array of responses include positive adjectives such as energetic, engaging,

entertaining, led by example, environmentally friendly, excellent, wild, relatable. Others

indicated that meeting new individuals during retreat—such as coaches and counselors—opened

college opportunities.

However, negative responses to staff included reluctance to engage counselors who became too

personal or encouraged inappropriate relationships.

Typical activities encountered

A schedule of organized activities appear central to any positive reaction among members of the

focus group. Some spoke of experiences in which little time remained for anything else. Others

spoke of the availability of choice in a series of activities, allowing individuals to choose

37

according to their interests or a desire to engage new experiences. A variety of activities

throughout the day yielded more positive reactions, though periods of quiet and solitude were

also desired.

Among activities listed by participants, various types of sports events were mentioned, including

football, baseball and tennis. Archery was considered challenging or too complicated. Reactions

to fishing yielded responses ranging from boring and tedious to peaceful, fun and relaxing. The

concept of canoeing offered more playful comments such as water fights, battleship, tipping

people over out of their canoes or simply floating along the water. The ability to swim affected

the reactions of certain individuals with respect to water sports or activities.

While activities such as bible study, nature study and educational workshops had been

experienced by many from the focus group, few had negative reactions to these being a part of a

retreat event. However, negative reactions which did rise from these types of activities were

against “homework” style assignments, suggesting that workshop activities remain fully

confined to the actual event.

Favorite memories

Question 13 was open-ended and offered as round-robin sharing among participants. This

question yielded the greatest number of responses. Church camps, Young Life camps and being

with people from church were among the first mentioned as fond memories. Meeting new friends

and “hanging out” during free time, building lasting relationships and introductions to influential

people ranked high among positive memories. It was important to most in the focus group to

have a plethora of events, evening concerts, downtime between activities and an opportunity to

temporarily escape from daily life with no distractions in order for meditation and to concentrate

on oneself and one’s spirituality. Opportunities to build leadership and counseling skills,

discover college options and prepare for professional roles were key components of their

38

recollections. For some, connecting with nature and being apart from cell phones and technology

proved memorable.

Lasting impressions

Connected with favorite memories, Question 7 concentrated upon lasting impressions of retreat

events the participants had experienced. Responses were led to a small degree by asking about

their emotions at the time of departure. While some were “glad to be leaving” or “missed their

own bed,” each participant had overall positive reminiscences and voiced varying degrees of

reluctance in leaving their retreat. One was sad to go back to reality and life with electronics.

While one felt that it was nice to get away and to have fun, another remarked that departure was

a little overwhelming, requiring a “step back” to manage emotions.

Negative reactions

As mentioned above, negative reactions and negative emotions centered upon aspects of the

environment, the accommodations, the staff (in isolated instances), religious intrusion and

departures. Especially for young women, the concept of shared bathrooms and showers elicited

negative reactions. This clearly intruded upon their desired comfort zones.

The existence of wild animals—particularly snakes—predictably yielded negative responses

among some of the participants. The natural environment of a wilderness setting also encouraged

thoughts (and perhaps misconceptions) of insects, dirt and filth.

With respect to the religious foundation of a retreat center, participants were not overly negative,

but would react against attempt to force religious convictions—Christian and not. While

reactions to experiences with staff were overwhelmingly positive, responses suggested poor

interactions in the past, yielding negative reactions to counselors probing too personally or

encouraging inappropriate relationships.

39

Based upon the interests of this particular market segment, the inevitable distance from new

friendships and relationships on departure from the retreat provided negative emotions and

reactions. This supposition is based upon the importance of developing and continuing new

relationships described elsewhere during the focus group session.

Finally, question 20 concentrated on concepts that would seem alien to a retreat event according

to the preferences of this target audience. Among activities and characteristics which would not

fit into a retreat environment would be alcohol, long lectures, fasting, homework, demanding

mental exercises, cell phones, technology or concern for personal appearance.

Summary

While the above eight themes represent only select aspects from the data gained through the

focus group interview session, the concepts contained within these will provide a sound

foundation from which to develop attractive retreat program schedules. Positive and negative

reactions will provide valid parameters to work within in the continued design of Holy

Archangels retreat center. Further analysis of the data will yield additional insight and

information, allowing a tailoring of the questionnaire to fit differing audiences of young adults.

40

PROJECT 3: QUANTITATIVE RESEARCH

41

QUANTITATIVE RESEARCH

Introduction

Following an analysis of Holy Archangels retreat center, specifically, the competition, the retreat

center industry, a determination of research goals, a qualitative exploration to discover the

reactions of young adults to the concept of retreat events, quantitative research was pursued to

discover additional, measurable findings on which to base future decisions.

Research Objectives and Methods

Based on the secondary and qualitative research conducted, it is clear that Holy Archangels is in

a position to create a center that is in line with the expectations and preferences of university

students and young adults. The findings from the focus group interview show participants’ ideal

retreat activities and settings, which Holy Archangels can use to develop programs and activities

for their future clientele. However, conclusions thus far are based solely on the related

experiences of eleven undergraduate and graduate students of one university.

While the target market of Holy Archangels retreat center is described as university students

from 18 to 24 years of age, a larger respondent pool beyond the initial focus group session is

necessary to base sound marketing decisions. Nevertheless, the qualitative research validated the

findings of the secondary research, indicating that students ages 18-24 should prove to be an

appropriate and valuable target audience.

Beyond university students likely to attend retreat events focused upon their needs and

preferences, further consideration should also include employees of the university who plan or

assist with the organization of off-campus events. For example, if a student group is looking to

conduct an off-campus retreat, the events committee will likely consult campus advisors

regarding a retreat location and environment. Therefore, the target market should be broadened

42

to include a wider audience of university constituents including alumni, staff and faculty.

Understanding their preferences as well as those of students will allow Holy Archangels to begin

developing facilities and activities to meet the demands of potential clientele from this targeted

market audience.

Audience expansion was conducted in the form of an online quantitative survey. Quantitative

data will supplement qualitative research providing additional substantial information for further

organizational planning and decision making. Qualitative research gained a clear understanding

of the general thoughts and opinions of target audience members, but statistical data offers a

measurable component to compare and contrast critical preferences of the market to suggest and

support the direction of organizational planning. Board members, executive officers and major

contributors of nonprofit organizations may want access to statistical data during consideration

of issues surrounding organizational operation.

Procedure

Time constraints did not permit a development of a set of quantitative questions derived from

findings of the focus group sessions. Questions for quantitative research were generated by

reformatting the questions used previously during the focus group interview. By slightly

adjusting the format of questions and creating appropriate answer sets or category rankings,

statistical data could be obtained.

However, similar sets of questions between the focus group interview and the quantitative survey

should allow Holy Archangels an in-depth understanding of the questions stated in the research

objectives. A different set of questions between the qualitative and quantitative phases of

research would have offered a broader understanding of issues. But, the objectives of Holy

Archangels were quite specific. Gaining a deeper understanding of a few key elements

43

outweighed the need for a broader—perhaps, more shallow—understanding of a larger number

of research categories.

From the carefully prepared questions to conduct an effective focus group session, a similar set

of questions were translated swiftly to fit a survey format. Differing question types allowed for

survey participants to provide feedback in a variety of patterns. For example, questions permitted

respondents to rank retreat activities in order of preference, as well as providing space for them

to respond independently. Once questions and answer sets were modified and formatted for

quantitative analysis, the survey was prepared for distribution to be completed by voluntary

participants. The survey was designed to be completed in approximately 10 minutes. Due to time

constraints, the survey was open for only 7 days. At the time of analysis, the survey yielded a

total of 36 completed responses.

Instruments and Participants

Survey participants were recruited through campus email channels and social media network

platforms, such as Facebook and Twitter. In all participant recruitment communications, a link to

the survey was included with a personal message seeking participation supporting an academic

research project. Emails to on-campus student, faculty and staff contacts were sent requesting

their participation in an online survey hosted through SurveyMonkey.

Participants of the online survey ranged in age from 20-35, with the mean age of 23. 57% of

respondents were male. In the demographic questions, participants were asked to state their

affiliation with the university. 29% described themselves as college seniors, 21% were alumni,

18% were staff members, 18% were graduate students, 7% were juniors and 7% were

sophomores. There were no faculty or freshmen represented in the responses.

44

The first link of the survey presented the Informed Consent Form to each respondent, which

described the purpose, expectations, risks, benefits and confidentiality of the survey, together

with contact information to reach the survey administrators. The final section of the Informed

Consent Form was the user’s agreement with the above descriptions. Agreement was required

before the participant could access the full survey questionnaire.

A welcome and introduction to the survey followed the Informed Consent Form, explaining the

purpose seeking their thoughts and perspectives about retreat centers. The introduction was

followed by 20 questions inquiring about previous experiences with retreat centers, as well as

seeking perspectives and speculation of an ideal retreat center setting.

Concepts of Interest

Four questions concentrated on gaining knowledge in specific areas of the general topic the

survey explored. The first question explored the reaction to concepts of retreat events hosted by a

faith-based facility. This determination was critical for Holy Archangels to discover if audiences

would be willing to use the retreat center facilities, in spite of the organization’s religious

affiliation. Aside from religious orientation, the second question explored activities that would be

attractive during a retreat event held in a semi-wilderness mountain environment. Knowing this

information will allow Holy Archangels to craft a variety of retreat program packages to serve a

broad demographic segment, yet encompassing every aspect of an ideally conceived retreat

event. The third question explored the range of experience previously encountered with retreats

or summer camps by young adults in this age segment. An understanding of past experiences

will aid Holy Archangels in crafting events tuned to the expectations and needs of this target

audience. The information will also indicate likes and dislikes among university students. The

fourth question explored the creativity of young adults in designing and suggesting activities of a

45

retreat event to serve their own preferences. From this information, Holy Archangels can

determine specific preferences from the age group toward the development of an “ideal” retreat

experience tailored to the needs of modern American university students.

Findings

The first research objective is concerned with the reaction of college students to a faith-based

retreat center located in a semi-wilderness environment. In order to determine whether or not

young adults are a viable audience, it must be determined if the will remain open to the idea of

attending a center founded upon a faith-based model.

Participants were asked, “If individuals of a religious group maintained the retreat center could

that keep you from considering attending an event there?” 79% said no, this would not hinder

their attendance, 21% said that it would hinder their attendance, and eight participants skipped

this question. Based on these numbers, it can be assumed that a religious group maintaining a

retreat center will not pose a significant negative effect on college student participation.

The next research objective sought to identify characteristics students ages 18-24 would like to

see during a retreat event. When asked to rank retreat characteristics in order of importance, 47%

of participants indicated forests as most important, 31% said bonfires were the most important

and 14% noted hiking trails as the most important element of retreat centers. The least important

characteristic was archery, with 64% indicating the activity last on their list. Since Holy

Archangels is located in a semi-wilderness environment, the organization fits expectations of a

forested environment.

The third research objective was to determine previous retreat and summer camp experiences

among young adults. The survey findings indicate previous activity experiences during retreats

included hiking (78%), sports (75%) and educational workshops (72%). To remain compliant

46

with standard expectations among college students, Holy Archangels should consider including

the necessary resources in support of sports programs, outdoor activities and a series of

workshops focused upon interests among this target audience segment.

Participants were asked to describe an ideal retreat center. The most frequent keywords included

food, nature, seclusion, sports and a structured schedule. These responses reinforce the findings

from the focus group interview and should prove beneficial as Holy Archangels creates retreat

programs designed to serve the needs of a target audience composed of college students.

47

CONCLUSIONS & RECOMMENDATIONS

48

RESEARCH CONCLUSIONS

Research focused upon developing an integrated marketing campaign to serve Holy Archangels

Orthodox Christian Retreat Center yielded a number of anticipated responses, several surprise

responses and a series of perspectives offering suggestions to consider in the creation of retreat

programs designed to serve the needs of typical American university students. These findings

will prove instrumental in the development of staff structures and appointment considerations,

event scheduling and the identification of issues of safety or vulnerability which should be

addressed.

Among key potential problematic concerns, research indicated that university students are not

negatively affected during attendance consideration of a retreat event hosted by a religious

organization. Indeed, responses indicated that the majority of past experiences occurred at church

retreats and summer camps. Negative reactions were not indicted toward any retreat center which

maintains an underlying religious foundation, or develops reasonable rules and parameters of

conduct. While staff and personnel should be available to retreat participants for discussion of

religious or spiritual topics, negative reactions among students were primarily isolated to a

prearranged resistance against any religious expression being forced during the course of a

retreat event.

Activities conducted during a retreat event should be varied, well organized and allow options of

choice for guests to select according to personal preference. Outdoor activities should include a

variety of sporting events, hiking, nature studies and water sports, corresponding to appropriate

seasons of the year. Other opportunities should include events to encourage friendships and

relationships, such as evening bonfires, campfire songs and storytelling events. Event schedules

49

should allow for free time, permitting moments of personal solitude and informal unplanned

activities among retreat participants.

The concept of developing new relationships and deepening existing relationships occurred

throughout the research project, as an important aspect of a retreat event experience. This

indicates that the development of team building exercises and group activities would be welcome

additions to any schedule of events. Relationships were not confined only to guests of similar

age, but included introductions to professionals, coaches and counselors as guests sought

guidance and insight into various stages of life. Offering opportunities to explore professional

and educational possibilities through seasoned individuals should also become a necessary

component of activities for this target audience.

Educational workshops composed a common component during previous retreat experiences

among research participants. Positive reactions confirmed that moments of learning and

encountering new ideas is an expected part of a retreat event, particularly with respect to

personal and spiritual growth. However, negative comments suggested that the workshops be

self-contained, without the expectation of homework assignments or the requirement of

continued study. Any continued study should be based individually on the personal interests of

retreat center guests.

A semi-wilderness forested environment with the potential for rustic accommodations is an

expectation among all respondents and preferred by a majority of respondents. However,

responses to the presence of wild animals in the environment confirmed an anticipated reticence

among some participants suggesting the need to implement a proposed plan to offer

presentations by local game wardens and the forestry service during retreat events to help guests

understand the nature which will surround them in order to overcome misconceptions and fears.

50

Despite an overall positive perception of retreat center staff from previous experiences, negative

responses surfaced of a reluctance to engage counselors who became too personal or who may

have encouraged inappropriate relationships. This confirms the existing caution, underscoring

the commitment of Holy Archangels to provide a safe environment to all guests at all levels of

interaction, particularly through careful and selective screening of stable, qualified staff.

Further study of concepts rising from workshop presentations should be voluntary according to

the individual interests of guests.

At an early stage of development, Holy Archangels is well-positioned to tailor retreat events to a

target audience composed of typical American university students. The center’s dedication to

providing for the personal safety and the preservation of the free will of any guest lends well to

the inclinations and preferences voiced by students during the qualitative and quantitative

research studies. Further research is recommended at universities throughout the Midwest, as

well as from the East and West Coasts to include regional differences. Additionally, further

research is advised among students at Orthodox Christian, Roman Catholic and Protestant

seminaries to determine any differing sets of perspectives among similar age groups, but with

alternate perspectives on the nature of retreat centers, events and activities.

51

OPPORTUNITY RECOMMENDATION FOR IMC CAMPAIGN DEVELOPMENT

According to research findings, Holy Archangels Orthodox Christian Retreat Center has

considerable opportunity to develop retreat events to serve university students throughout

Midwest America. Further research will help tailor these events to serve larger segments of the

same demographic target audience across the country, taking into account regional differences,

preferences and expectations. By focusing on maintaining a low-profile faith-based environment,

Holy Archangels will continue to fit common expectations among young adults of retreat events.

By concentrating on a balance of activities to include physical activity, educational opportunities

focused on new and unique subjects, free time set aside for personal solitude and the building for

friendships and relationships, an environment to explore professional and continued educational

opportunities with seasoned adults and to provide access to nature and a temporary distance from

technology and everyday concerns, Holy Archangels OCRC promises a program platform to

successfully serve an influential segment of society. As university students become alumni and

continue to grow and mature in professional pursuit, these same individuals will be in a position

to offer endorsement to the facility as community leaders with experience of the environment

provided by Holy Archangels.

52

IMC CAMPAIGN OBJECTIVE

The objective of the current integrated marketing campaign is to explore the expectations and

preferences of university students who could become prospective guests of Holy Archangels

OCRC during a retreat event or a series of events. The purpose of the research has been to

determine parameters of operations, design of activity events, consideration of comfort and

security needs of prospective guests and any reticence regarding the religious foundation of a

hosting organization.

From the findings, work has already begun toward the development of several small-scale pilot

programs to be conducted in the spring, summer and autumn of 2003. Due to budget constraints,

advertising and promotion will be limited to social media network platforms, email broadcasts,

campus brochures and posters. The initial target audiences will be local undergraduate and

graduate students from Drury University and Missouri State University. The campaign would be

designed to increase awareness of the presence of the retreat center and invite students to

participate in a limited attendance retreat program.

Logistics and existing accommodations would limit participation to 10-15 students at a time as

an outdoor camping event. Activity schedules would be based upon preferences indicated from

qualitative and quantitative findings, incorporating the retreat center property, as well as local

state parks, lakes and streams for hiking expeditions and water sports.

Educational components of the retreat event would include presentations by the regional forestry

service and local game wardens, general presentations of Christian history and informal

discussion sessions of the concepts of human spirituality and relationship. Academic leaders and

professionals from the locale would be invited to offer informal presentations from their specific

fields of expertise.

53

IMC CAMPAIGN STRATEGIES

Current operational planning and development for Holy Archangels Orthodox Christian Retreat

Center will implement a website, blog page, Facebook page and YouTube and Twitter accounts.

A thorough social media strategic plan was developed in June 2012 during the SMC program at

Drury and will provide the structure necessary to integrate these modes of communication into

the planned IMC strategy.

These platforms will serve as the primary points of advertising and promotion for the pilot

programs serving the university student target audience planned for 2013.

A short-run production of 4-color brochures and posters will augment the campaign to announce

the event on the campuses of Drury and Missouri State University, linking students to the on-line

presence and social media platform of Holy Archangels. The entire campaign would focus upon

the development of retreat center activities tailored specifically to the needs and preferences of

university students and would be presented as “Our Weekend in the Woods.”

The website will provide an overview of the organization, including the history of development

which includes international retreat programs serving university students in America, Europe and

the Near East. The information conveyed through the website will present the religious

foundation of the retreat center to insure no prospective guest is surprised by the affiliation or

outward expression of Holy Archangels.

An institutional Facebook page representing Holy Archangels OCRC will be utilized as an

augment to the website presence, integrating the posting of photographs and YouTube video

segments from previous retreat events in America and abroad which are connected to the

Missouri facility. Facebook will be the central social media interface, incorporating blog

comments and spontaneous Twitter tweets focused on the event—beforehand, during and after.

54

YouTube will remain the repository for videos associated with retreat events, allowing university

students to share their own videos during or after an event with Holy Archangels.

55

APPENDICES

56

H!"# A$%&'()*"+

OCRC

STRENGTHSSWOT ANALYSIS

OPPORTUNITIES

WEAKNESSES

THREATS

ͻDƵůƟͲĚŝŵĞŶƐŝŽŶĂůƌĞƚƌĞĂƚƉƌŽŐƌĂŵƐĂǀĂŝůĂďůĞĐĂŶƐĞƌǀĞĐůŝĞŶƚŶĞĞĚƐĂĐƌŽƐƐĚĞŶŽŵŝŶĂƟŽŶĂůďŽƵŶĚƐŽƌďĞLJŽŶĚƐƉĞĐŝĮĐĨĂŝƚŚͲďĂƐĞĚƉŽŝŶƚƐŽĨĨŽĐƵƐ

ͻǀĂŝůĂďůĞƌĞƐŽƵƌĐĞƐƚŽŝŵƉůĞŵĞŶƚĂŶĞdžƚĞŶƐŝǀĞŝŶƚĞŐƌĂƚĞĚŵĂƌŬĞƟŶŐƉůĂŶ

ͻdŚĞĨŽƵŶĚĞƌƉŽƐƐĞƐƐĞƐĚĞĐĂĚĞƐŽĨŝŶƚĞƌŶĂƟŽŶĂůĞdžƉĞƌŝĞŶĐĞŝŶĐŽŶĚƵĐƟŶŐĨĂŝƚŚͲďĂƐĞĚƐƉŝƌŝƚƵĂůƌĞƚƌĞĂƚƐŝŶŶĂƚƵƌĂůƌĞŵŽƚĞǁŝůĚĞƌŶĞƐƐĞŶǀŝƌŽŶŵĞŶƚƐĂŶĚĂďƌŽĂĚƐĐŽƉĞŽĨƉƌŽĨĞƐƐŝŽŶĂůĞdžƉĞƌƟƐĞƚŽĐƌĞĂƚĞĂŶŽŶƉƌŽĮƚĐŽƌƉŽƌĂƟŽŶĨƌŽŵŝŶĐĞƉƟŽŶ

ͻ^ƵĐĐĞƐƐĨƵůƐĞĂƌĐŚĞŶŐŝŶĞŽƉƟŵŝnjĂƟŽŶ

ͻƐĂŶŽŶƉƌŽĮƚŽƌŐĂŶŝnjĂƟŽŶƚŚĞƌĞĂƌĞŶŽƚƚŚĞƚLJƉŝĐĂůƉƌĞƐƐƵƌĞƐĨŽƵŶĚŝŶĨŽƌͲƉƌŽĮƚƐĞĐƚŽƌƐ

ͻEƵŵďĞƌƐŽĨŵŽŶĂƐƚĞƌLJĂŶĚĐŽŶǀĞŶƚƐŚĂǀĞďĞĞŶŝŶĚĞĐůŝŶĞƐŝŶĐĞƚŚĞϭϵϴϬ ƐĐĂƵƐŝŶŐĂůĂĐŬŽĨƉƵďůŝĐĂǁĂƌĞŶĞƐƐŽĨƚŚĞŶĞĞĚĨŽƌƐƉŝƌŝƚƵĂůƌĞƚƌĞĂƚƐ

ͻ>ĂĐŬŽĨĂǁĂƌĞŶĞƐƐƌĞƋƵŝƌĞƐƚŚĞŵĂƌŬĞƚŶŝĐŚĞƚŽďĞƌĞͲĐƌĞĂƚĞĚŝŶŽƌĚĞƌĨŽƌƌĞĐŽŐŶŝƟŽŶŽĨƌĞƚƌĞĂƚƉƌŽŐƌĂŵƐĂŶĚƌĞƐƉŽŶƐĞƚŽƉƌŽŵŽƟŽŶĂůĂƉƉĞĂůƐ

ͻŵŽŶŐĂŶƵŵďĞƌŽĨKƌƚŚŽĚŽdžŚƌŝƐƟĂŶƌĞƚƌĞĂƚĐĞŶƚĞƌƐĂƌŽƵŶĚŵĞƌŝĐĂ^ƚEŝĐŚŽůĂƐZĂŶĐŚŝŶĂůŝĨŽƌŶŝĂĂŶĚŶƟŽĐŚŝĂŶsŝůůĂŐĞŝŶWĞŶŶƐLJůǀĂŶŝĂĂƌĞǁĞůůͲĞƐƚĂďůŝƐŚĞĚĂŶĚĂƩĞŶĚĞĚŶĂƌƌŽǁŝŶŐƚŚĞŽƉƉŽƌƚƵŶŝƚLJĨŽƌ,ŽůLJƌĐŚĂŶŐĞůƐƚŽĞŶƚĞƌĂƐĂŇĞĚŐůŝŶŐŽƉĞƌĂƟŽŶŝŶƚŽĂƐƉĞĐŝĮĐĂůůLJKƌƚŚŽĚŽdžŚƌŝƐƟĂŶŵĂƌŬĞƚƉůĂĐĞ

ͻĐŽŶŽŵŝĐƐƚĂŐŶĂƟŽŶĐĂŶƌĞĚƵĐĞƚŚĞŽƉƉŽƌƚƵŶŝƚLJĨŽƌĐůŝĞŶƚƐƚŽƐĞƌŝŽƵƐůLJĐŽŶƐŝĚĞƌƌĞƚƌĞĂƚĐĞŶƚĞƌĞǀĞŶƚƐŝŶƐƉŝƚĞŽĨĂŶLJƉĞƌĐĞŝǀĞĚďĞŶĞĮƚƐ

ͻƐĂƌĞƚƌĞĂƚĐĞŶƚĞƌ ,ŽůLJƌĐŚĂŶŐĞůƐŝƐĂƐƚĂƌƚƵƉŝŶƚŚĞĮƌƐƚLJĞĂƌŽĨĂĐƟǀĞŽƉĞƌĂƟŽŶ

ͻ>ŝŵŝƚĞĚŝŶŝƟĂůĚŽŶŽƌďĂƐĞĞdžŚŝďŝƚƐƚLJƉŝĐĂůƐƚĂƌƚƵƉĞŶƚĞƌƉƌŝƐĞůŝŵŝƚĂƟŽŶƐŽĨƌĞƐŽƵƌĐĞƐĂŶĚƉĞƌƐŽŶŶĞů

ͻƵƌƌĞŶƚůLJƉŽƐƐĞƐƐĞƐŶŽƐŝŐŶŝĮĐĂŶƚŵĂƌŬĞƚƐŚĂƌĞĂŶĚƌĞůŝĞƐƉƌŝŵĂƌŝůLJŽŶǁŽƌĚŽĨŵŽƵƚŚƉƌŽŵŽƟŽŶĂůƐƚƌĂƚĞŐŝĞƐ

ͻƌĐŚŝƚĞĐƚƵƌĂůƉůĂŶƐĂƌĞƵŶĚĞƌĐƌĞĂƟŽŶĂĐĐŽŵŵŽĚĂƟŽŶƐƌĞŵĂŝŶƐĞǀĞƌĞůLJůŝŵŝƚĞĚĂƚƚŚŝƐƐƚĂŐĞĂůůŽǁŝŶŐŽŶůLJŝŵƉůĞŵĞŶƚĂƟŽŶŽĨǁŝůĚĞƌŶĞƐƐĐĂŵƉƐƚLJůĞƌĞƚƌĞĂƚƉƌŽŐƌĂŵƐĨŽƌƐŵĂůůŐƌŽƵƉƐ

ͻWƌĞŵĂƚƵƌĞŽǀĞƌĞdžƉŽƐƵƌĞƚŚƌŽƵŐŚƐŽĐŝĂůŵĞĚŝĂƉůĂƞŽƌŵƐĐŽƵůĚĐƌĞĂƚĞĂůĂƐƟŶŐŶĞŐĂƟǀĞŝŵƉƌĞƐƐŝŽŶŽĨƵŶƉƌĞƉĂƌĞĚŶĞƐƐŝŶƚŚĞĨĂĐĞŽĨĂŶLJƐŝŐŶŝĮĐĂŶƚŵĂƌŬĞƚƌĞƐƉŽŶƐĞ

ͻtŝƚŚŝŶĂϭͲŚŽƵƌŇŝŐŚƚƟŵĞ,ŽůLJƌĐŚĂŶŐĞůƐŝƐĐĞŶƚƌĂůůLJůŽĐĂƚĞĚǁŝƚŚŝŶĂƚŽƚĂůŵĞƌŝĐĂŶĚĞŵŽŐƌĂƉŚŝĐƉŽƉƵůĂƟŽŶĞdžĐĞĞĚŝŶŐϰϬŵŝůůŝŽŶǁŚŝĐŚĞƋƵĂƚĞƐƚŽĂƉŽƚĞŶƟĂůĐůŝĞŶƚƐĞŐŵĞŶƚŽĨKƌƚŚŽĚŽdžŚƌŝƐƟĂŶƐĂůŽŶĞͶŶŽƚŝŶĐůƵĚŝŶŐŽƚŚĞƌĨĂŝƚŚͲďĂƐĞĚĚĞŶŽŵŝŶĂƟŽŶĂůŝŶƚĞƌĞƐƚƐͶŽĨŵŽƌĞƚŚĂŶϮϱϬϬϬϬŝŶĚŝǀŝĚƵĂůƐ

ͻZĞƚƌĞĂƚĐĞŶƚĞƌĐƵƌƌĞŶƚůLJĞdžĐĞĞĚƐϴϬĂĐƌĞƐŽĨĨŽƌĞƐƚǁŝƚŚƚŚĞƉŽƚĞŶƟĂůƚŽĂĐƋƵŝƌĞĂŶĂĚũŽŝŶŝŶŐϮϭϲǁŝůĚĞƌŶĞƐƐƉĂƌĐĞů

ͻEŽŽƚŚĞƌŵĂũŽƌKƌƚŚŽĚŽdžŚƌŝƐƟĂŶƌĞƚƌĞĂƚĐĞŶƚĞƌƐĞdžŝƐƚŝŶƚŚĞDŝĚǁĞƐƚ

ͻ,ŽůLJƌĐŚĂŶŐĞůƐĐĂŶŽīĞƌĂďƌŽĂĚĂƌƌĂLJŽĨƉƌŽŐƌĂŵƐĂůůŽǁŝŶŐƚŚĞŵƚŽƌĞĂĐŚĂůĂƌŐĞƌĚĞŵŽŐƌĂƉŚŝĐďĞLJŽŶĚƚŚĞƉƌŝŵĂƌLJĐůŝĞŶƚďĂƐĞŽĨKƌƚŚŽĚŽdžŚƌŝƐƟĂŶŝŶĚŝǀŝĚƵĂůƐĂŶĚƉĂƌŝƐŚĞƐ

57

Pre-Screening Questionnaire

We are graduate students at Drury University currently enrolled in an advertising research class. As a part of our final class project, we are conducing a focus group about retreat centers. The focus group will last about one hour and while we cannot offer you compensation for your participation, we will provide dinner and refreshments. We need some additional information from you before the focus group begins. Thank you for your participation.

1. Name:

2. Age: 17 18 19 20 21 22 23 24 25

3. Sex: M F

4. Activities or clubs you are a part of:

5. Major or program of study:

6. How many retreats have you attended, if any?

7. Are you comfortable being recorded during this focus group?

Yes No

8. Our focus group will be held on THURSDAY, NOVEMBER 29, 2012 at 9:00 p.m. We will be meeting in Shewmaker.

9. If you are able to attend this session and would like to participate, please fill in the following:

a. Email:

b. Phone:

58

Informed Consent Form

Purpose of this Study

The purpose of this study is to understand the experiences and preferences of college students aged 18-24 regarding retreat centers.

Expectations of Study Participants

Students who choose to participate in this focus group will be asked to discuss their experiences, knowledge and opinions of any retreats they have attended or could envision themselves attending in the future. The focus group will consist of eight to twelve participants led in discussion by a group moderator. This group will be audio and video taped and should last about an hour.

Potential Risks

There are no potential risks, health or stress related, involved with this study. If any participant feels uncomfortable during any time throughout the study, the participant is free to end the session with no penalty, no questions asked.

Compensation and Benefits

This study does not provide its participants with compensation. Involvement is voluntary. Dinner and refreshments will be available.

Confidentiality

All information collected during this session will be available only to the moderator and Holy Archangels Orthodox Christian Retreat Center. No statement made during the session will be linked to an individual participant. Participants are free to withdraw at any time during the study for any reason.

Questions/Contact Information

If you have any questions or comments regarding the focus group session contact Brett Henderson at lhenderson01@drury.edu, Courtney Mellinger at cmellinger@drury.edu or Father Theodore Niklasson at frtheodore@gmail.com.

Agreement

I have read and understood all of the above information and agree to participate in the focus group study. I understand that my participation is completely voluntary and I have received a copy of this information.

Participant: ______________________________________________ Date: ____________

59

Focus Group Moderator Guide

Objective/Informational Needs

The purpose of this primary qualitative research is to understand the preferences of college students aged 18-24 regarding retreat centers to determine an appropriate integrated marketing campaign strategy. Holy Archangels Orthodox Christian Retreat Center anticipates gaining client/consumer insight by analyzing focus group participants’ answers and discussions of questions related to retreat centers. Holy Archangels OCRC also anticipates developing further research. We need information regarding the past experiences of college students in regards to retreat centers, as well as their preferences for future retreats they may conduct or participate in. Their insights, opinions, attitudes and perceptions of retreat centers will be vital in conducting this primary research.

Moderator Guidelines

1. Introduce yourself to participants. Welcome them to the focus group and thank them for taking time out of their schedule to participate.

2. Verify that all those participating have read and signed the Informed Consent Form. They should also all have a copy.

3. Remind participants that if they have any questions or concerns regarding the study, to contact Brett or Courtney and remind them that they may leave at any time.

4. Use the questions provided to you as a discussion guide, but listen intently to participant responses to ensure that additional, probing questions can be asked for clarification or more understanding.

5. If you ask a probing or follow-up question, remain as un-biased as possible. 6. If a participant responds with a one-word answer, do not as “why?” so we do not pressure

these students. 7. Include all participants in the session. Notice those who are quiet and encourage them to

speak their mind. Avoid allowing one or a few participants to dominate the conversations.

8. Avoid any cultural signs that convey your thoughts. These include nodding, shaking your head, saying yes, good, wrong, etc.

9. Neutral statements such as ok and uh huh are preferred. 10. Attempt to end the session within one hour.

Discussion Guide

Introduction

Hello, my name is _______________. Thank you so much for taking the time to participate in our focus group today. This session is part of our research project for an integrated marketing course here at Drury. I will be the discussion moderator today and the group members of the class (say names) will be assisting me today.

60

Purpose

The purpose of this study is to understand the experiences and preferences of college students regarding retreat centers. You have been chosen to participate because you are all college students aged 18-24.

Discussion Group Rules

For the next hour, I’m going to ask you a few questions about retreat centers. I would like to hear your opinions. Please speak your mind and contribute to the conversation. There are no right or wrong answers; we are simply interested in finding out your attitudes, opinions and perceptions. This discussion is simply an educational research experience.

We would like to record the discussion in order to more effectively collect the data. Please speak one at a time in a loud and clear manner, so that we will be able to hear the information at another time and better analyze the outcome of this session.

Anything said within this group is confidential. You will not be labeled individually by a response you say. To do this, we will have a code name in the transcript later created.

If you feel uncomfortable at anytime throughout the next hour, please feel free to remove yourself from the session.

Icebreaker

Let’s all go around the room and say your favorite vacation spot.

Main Discussion

1. [Straightforward/ Direct factual] Have you ever attended a retreat center?

a. Prompts: summer camp, retreat, hiking expedition

b. What was the reason for attending?

2. [Elaboration/ Idealization] What is your idea of an ideal retreat center?

3. [Projective/ Word Association] When thinking of remote retreat locations in mountain

settings, what words come to mind when you hear the following characteristics:

a. Forests

b. Wild animals

c. Hiking trails

61

d. Bonfires

e. Snakes

f. Canoes

g. Fishing

h. Archery

4. [Straightforward/ Direct Factual] At retreats you have attended, what kind of lodging was

provided?

a. Prompts: cabins, dormitories, hotel style, # people per room, shared bathrooms,

common kitchen, cafeteria or restaurant style?

5. [Straightforward/ Direct Factual] If you had the funds available, how far would you travel

to reach the location of a remote retreat?

6. [Elaboration/ Contrast] During various retreat events you have attended, what types of

services and activities did the retreat center provide?

a. Prompts: sports, fishing, canoeing, hiking, educational workshops, bible study,

nature studies

b. How many people attended with you during the event?

7. [Elaboration/ Grand Tour] Tell me about a typical retreat event or summer camp you

have experienced. Describe who suggested the choice of location (parents, friends,

yourself), what your experiences were on arrival, during the event and on the trip home:

a. Prompts: that is, what were your impressions as you departed? … “Glad to be

leaving;” “Sorry it is over;” “It all happened so fast;” “I never want to leave!”

etc.)

62

8. [Projective/ Sentence completion] Complete the following sentence. “During our retreat

event, the retreat center staff was _____________.”

9. [Elaboration/ Contrast] In what ways is a retreat event different from a vacation?

10. [Elaboration/ Idealization] If you were free to choose any time of year to attend a

peaceful and quiet retreat event, what time of year would seem ideal to you?

11. [Elaboration/ Hypothetical-Interaction] Imagine you are at a retreat center and it is the

middle of a warm summer day. What would you be doing?

12. [Projective/ Personification] If a retreat center in a rugged remote area could be thought

of as a person or a celebrity, who would that person be?

13. [Elaboration] Describe your favorite memory from the very best retreat or summer camp

you ever attended.

14. [Projection/ Sentence Completion] Complete the following sentence. “The type of people

who would attend an outdoor retreat event held at a religious location would be

________________.”

15. [Straightforward/ Structural] If individuals of a religious group maintained the retreat

center, could that keep you from considering attending an event there?

16. [Projection/ Sentence Completion] Complete the following sentence. “My college friends

and I were invited to attend a sports retreat at a religious monastery in the mountains. We

were all ___________ about the idea.”

17. [Projective/ Shopping List] This is a category list of activities tailored for different

groups at a religious retreat center. Briefly describe the approximate age and types of

people who would attend each of these types of events:

a. List A: Afternoon soccer match; midnight bonfire; canoeing; hiking

63

b. List B: Series of workshops in Byzantine history; classical languages; Scriptural

studies; ancient choral music and chant

c. List C: Workshops on substance abuse; recovery meetings; anger management;

individual counseling

d. List D: Kite flying; feeding the chickens; Bible stories; finger painting

e. List E: Workshops on raising children; marriage counseling; overcoming conflict

in relationships; financial planning for college years and retirement

f. List F: Structured weekend program to study prayer, spiritual life, inner reflection,

self-improvement, quiet time away from worldly interference

18. [Projective/ Picture Stimulus] Describe your reaction, your thoughts or feelings about this

picture (retreat center water fall)

19. [Projective/ Collage] Using these printed images, create a collage of your idea of the

perfect retreat event.

20. [Elaboration/ Hypothetical-Interaction] What types of events would not fit into your

collage? Describe things which don’t belong at a retreat center.

64

65

66

67

68

69

70

71

72

73

74

75

76

77

78

79

80

81

82

83