1. OCRC
HOLY ARCHANGELS
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
2

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
3

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
4

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.
5

6. PROJECT 1: SECONDARY RESEARCH
6

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
7

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
8

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.
9

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.
10

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.
11

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.
12

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
13

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.
14

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.
15

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.
16

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.
17

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.
18

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.
19

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.
20

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
21

22. market the retreat center as committed to preserving the natural environment will be an important
aspect of the marketing presentation.
22

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.
23

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.
24

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.
25

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.
26

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?
27

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.
28

29. PROJECT 2: QUALITATIVE RESEARCH
29

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
30

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
31

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
32

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
33

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
34

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
35

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
36

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
37

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.
38

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.
39

40. PROJECT 3: QUANTITATIVE RESEARCH
40

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
41

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
42

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.
43

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
44

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
45

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.
46

47. CONCLUSIONS & RECOMMENDATIONS
47

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
48

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.
49

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.
50

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.
51

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.
52

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.
53

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.
54

55. APPENDICES
55

56. SWOT ANALYSIS
STRENGTHS WEAKNESSES
OCRC
HOLY ARCHANGELS
56
OPPORTUNITIES THREATS

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:
57

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: ____________
58

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.
59

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
60

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.)
61

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
62

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.
63

64. 64

65. 65

66. 66

67. 67

68. 68

69. 69

70. 70

71. 71

72. 72

73. 73

74. 74

75. 75

76. 76

77. 77

78. 78

79. 79

80. 80

81. 81

82. 82

83. 83