InfamousMothersProjectReport.docx

Consulting For Infamous Mothers
Live Service Case Project Report: Fall-2016
Jessica McWain, Patrick Egan, Zhengyang Zhang, Diep Nguyen, Matt Bush
ABSTRACT
Team 3 was tasked with identifying how Infamous Mothers can approach and
contact cities to identify how to create a network of support for a book tour.

2 Edgewood College Consulting for Infamous Mothers
Dear Ms. Levingston,
We would like to thank you for giving us the opportunity to work with the
Infamous Mothers organization. We enjoyed learning about the organization and
assisting you with your endeavor to create a fifteen-city book tour. Our team was tasked
with identifying how Infamous Mothers can approach and contact cities to identify how
to create a network of support for a book tour.
Our group researched and analyzed possible tour locations and routes along with
estimated costs, art exhibit locations, and suggested venues for workshops and
presentations. With input from Adam and Amy we narrowed the scope of our project to
instead be methods of approaching and identifying host organizations to provide the tools
for Infamous Mothers so that they can utilize our findings for future tour or workshop
locations. Our team created and distributed a survey identifying background information
for possible book purchases and attending speaking events. We conducted phone
interviews with individuals from educational institutions, social support agencies, and art
galleries.
We discovered through our phone interviews and survey collection that there is a
potential market that is willing to travel farther for an event that they are interested in,
than we would have guessed before we gathered data. Our initial estimates for time
required to approach and achieve positive contacts that are interested and willing to host
Infamous Mothers in their communities was far too short. We imagined that we could
easily reach out to our contact list and be done in a few days. We discovered that people
are very busy, that the contacts may express interest, or request contact by using another
method, but we would never hear from them again.
This project allowed us to challenge ourselves in the areas of logistics, project
management, data analysis techniques for examining primary and gathering secondary
data, and to learn outside of the classroom. We are grateful for the challenge this project
offered us, and hope that this report may provide you with the information to be
successful with Infamous Mothers’ future book tour and other public events. Thank you
again for this wonderful opportunity.
Sincerely,
The Edgewood College Capstone Team 3

Table of Contents
Executive Summary 4
Introduction
Project Outline 5
Lean Canvas 6
Data Collection 7
Data Analysis 7
Secondary Data 7
Primary Data- Phone 7
Primary Data- Survey 7
Conclusions and Final Recommendation 8
Appendix 1-City Data 9
Appendix 2- Table of Contacts Approached 11
Appendix 3- Positive Responses 14
Appendix 4-Survey Data 17

Executive Summary
Infamous Mothers is a for profit organization that aims at changing the way
women are perceived as mothers. They sell socially-conscious apparel, produce
publications, and lead educational workshops and class with the goal of empowering
mothers and how they experience mothering. Infamous Mothers is planning a fifteen-city
tour, in which they will offer the workshops, art exhibits, and classes for a corporate
setting throughout the country. This tour will increase visibility for Infamous Mothers
and hopefully inspire individuals to come to the conference held in Wisconsin in the year
2018.
Description of Client Request
Our group was tasked with identifying how Infamous Mothers could interact with
organizations, women’s support groups, and universities they would like to add in their
tour promoting their new book. Our group focused on five main cities east of the
Mississippi River.
● Chicago, Illinois
● Milwaukee, Wisconsin
● Pittsburgh, Pennsylvania
● St. Louis, Missouri
● St. Paul, Minnesota
Data Collected
Our group collected primary and secondary data for this project. We conducting
phone interviews and sent emails to various organizations and individuals. As a whole,
we also created a survey that was distributed through email and social media, primarily
Facebook. We encounter quite a few constraints along the way, the data demonstrated
that time and numbers of people to contact were the most important elements needed in
order to gain the response rate Infamous Mothers is in need of. Unfortunately, our group
did not gain a large response rate. See figure one below for an in-depth view at the data.
(Page #6)
Final Recommendations
Our group recommends that Infamous Mothers increase the lead-time for
contacting organizations, but also to have a much larger number of individuals to contact.
Another recommendation would be to send alternate methods of contact; for example,
letters and going in person depending on the location. Lastly, when individuals request
alternate methods of communication, send an email with that individual on the phone to
ensure a receipt and encourage them to respond.

Infamous Mothers
Infamous Mothers is a for profit organization that aims at changing the way
women are perceived as mothers. They sell socially-conscious apparel, produce
publications, and lead educational workshops and class with the goal of empowering
mothers and how they experience mothering. Infamous Mothers is planning a fifteen-city
tour, in which they will offer the workshops, art exhibits, and classes for a corporate
setting throughout the country. This tour will increase visibility for Infamous Mothers
and hopefully inspire individuals to come to the conference held in Wisconsin in the year
2018.
Project Outline
Originally, our group started by creating a list identifying potential sites for tour
destinations. We created two lists of fifteen-cities based both population, and population
growth. The original data can be seen in the Appendix I. From the lists of cities we
narrowed down to 5 cities to focus on, choosing Chicago, Milwaukee, St. Paul, St. Louis,
and Pittsburg, cities that have a metropolitan population of greater than 1 million people
and are within a day’s driving distance from madison by bus.
In each of the targeted cities we identified at least 6 resource contacts, spread
between academic institutions, social support networks, and to a lesser degree art
galleries, with the understanding that some of the organizations may already have
facilities to utilize. Our contact with academic institutions focused on African American
studies, gender studies, and diversity and inclusion department heads/administrators.
With the list of potential contacts, we drafted a set of questions to address to the
contacts in a phone interview along with a brief introduction of the Infamous Mothers
organization and ourselves.
Additionally we created a survey to share on social media to access information
of potential respondents who may be interested in attending a tour visit, who otherwise
would not have information about infamous mothers. This survey data can be used to
identify where to market the tour too once a location host has been identified.

Lean Canvas
Our group identified the problem for infamous mothers to be ‘what is the best
method for Infamous Mothers to reach out to potential hosts for locations, to be a part of
their upcoming book tour?.’ A second problem we seeked to address was the information
pertaining to the furthest distance to market the tour once a host location has been chosen.
We proposed the solution would be to reach out to academic institutions, women's
social support networks, and art galleries by phone and email. For the marketing
information our team created a survey and shared it via email and social media,
particularly Facebook.
The key metrics for success would be measured by the number of contacts that
expressed interest in what Infamous Mothers does with their workshops, public speaking,
and their art exhibits. Partial success would be measured by suggested contact that the
person we’ve called would suggest we get in contact with next. The survey responses
would let us measure distance that people say they are willing to travel to attend an event,
as well as other supporting information, like prefered cost to attend and prefered cost of
merchandise.
The costs of identifying this information can be measured in time, the cost of
phone minutes, the sending of emails, and the sharing of the survey.

Data Collection and Analysis
Secondary Data:
Our group used secondary census data to narrow the cities in the United States
down to 5 cities to focus on approaching. We also created our database of potential
contacts by gathering contact information from organizational websites that we
hypothesized to be interested in Infamous Mothers..
Primary data:
First we conducted phone interviews. Of the eighteen calls, only fifty percent of
them were answered. Of the nine where the phone was picked up twenty-two
percent gave a positive response when asked would they be interested in hosting
infamous mothers. No voicemail messages were returned in duration of the project.
From our small sample size, with a fifty percent response rate we suggest that the
original list of people to contact be significantly higher if half of the list you won’t get a
hold of. Our group does not see voice mail messages as a reliable method of reaching a
contact. We recommend that instead of leaving a voicemail; create a second list of
numbers to attempt calling back at a later time. Eight of nine phone calls requested an
email with the request for information. Twenty-five percent of the sent emails/calls
received a response. Positive responses can be viewed in appendix 3.
The email response rate to requests for an email was higher than our phone’s
positive responses. We would suggest that email be a good follow up to a phone call once
contact has been established. None of our emails without a prior introduction have
received a response at this time. Positive responses can be viewed in appendix 3.
Patrick Matt Jessica Yang Diep
Tota
l
Number of calls: 7 2 3 2 4 18
Number of answers: 4 0 2 1 2 9
Number of voicemails left: 2 0 1 1 2 6
Number of callbacks from voicemails
left: 0 0 0 0 0 0
Number of requests for alternate methods
of communication: 3 0 2 0 3 8
Number of email responses: 0 1 0 1 0 2
Requests to call back later: 1 0 0 0 2 3
# of calls with positive responses: 0 0 2 0 0 2

Figure 1: Summary of call data. The above table is a representation of the results of our
phone interviews.
Next we created and conducted a survey. Our survey received seventy-one
responses. The questionnaire contained eleven questions. The respondents were primarily
between the ages of twenty-one and thirty. They had a good mix of educational
backgrounds from high school diplomas all the way to doctorate degrees. Full survey
results and graphical representations may be seen in appendix 4 at the end.
The question “How far would you be willing to travel for an event? (For example
an art exhibit or educational lecture)” yielded surprising results. 39.4% of respondents
stated that they would be willing to travel more than 30 miles for an event, while another
40.8% stated that they would travel between 11 and 20 miles. This information may be
utilized to identify how far from a host organization to advertise an event.
The question “How much would you be willing to spend to attend an informative
workshop/ lecture/ art gallery?” resulted in the majority, 43.7%, stating that they would
spend between 10-20 dollars to attend an event. This may offer an additional revenue
stream for Infamous Mothers.
When asked, “How much notice do you need in advance to attend an educational
lecture or art gallery?” 63.4% of respondents stated that they would require one to two
weeks of notice for an event. This means that Infamous Mothers can focus more time of
arranging hosts and networking, before spreading word of a visit. We would recommend
that additional notice be given, as some survey respondents required more notice, but if
scheduling arrangements are a difficulty that one could spend a bit more time on
identifying the details of the hosts.
Conclusion and Final Recommendations
After completing this project the primary recommendation is for Ms. Levingston
to increase the lead-time for contacting organization and individuals as well as
tremendously increase the amount of organizations and individuals to contact. By doing
both of these things she will be able to properly connect with local organizations,
universities, and art galleries well before she begins to handle the various logistics that go
into planning a fifteen-city tour. Connecting with city organizations will help Ms.
Levingston network and do outreach, in order to gain the most attendees for her various
events. Although it is essential to the success of Ms. Levingston's tour to make these
connections, our data has proven that getting a hold of university professors, women’s
support group members, and art gallery workers is very difficult.
Also, we recommend sending out large quantities of phone calls and e-mails due
to the low response rates, and having people with strong phone and communication skills
to call these individuals and organizations. A three to six person sized committee tasked

with handling communications with new clients could be a very viable option to solve
many of these problems, as Ms. Levingston suggested in her presentation feedback.
Appendix 1 - City Data
Cities by population
Rank City; State 2010 population 2012 population Growth / Decline
1
New York City; New
York 8,175,133 8,336,697 161,564
2
Los Angeles;
California 3,792,621 3,857,799 65,178
3 Chicago; Illinois 2,695,598 2,714,856 19,258
4 Houston; Texas 2,099,451 2,160,821 61,370
5
Philadelphia;
Pennsylvania 1,526,006 1,547,607 21,601
6 Phoenix; Arizona 1,445,632 1,488,750 43,118
7 San Antonio; Texas 1,327,407 1,382,951 55,544
8 San Diego; California 1,307,402 1,338,348 30,946
9 Dallas; Texas 1,197,816 1,241,162 43,346
10 San Jose; California 945,942 982,765 36,823
11 Austin; Texas 790,390 842,592 52,202
12 Jacksonville; Florida 821,784 836,507 14,723
13 Indianapolis; Indiana 820,445 834,852 14,407
14
San Francisco;
California 805,235 825,863 20,628
15 Columbus; Ohio 787,033 809,798 22,765
16 Fort Worth; Texas 741,206 777,992 36,786
17
Charlotte; North
Carolina 731,424 775,202 43,778
18 Detroit; Michigan 713,777 701,475 -12,302

19 El Paso; Texas 649,121 672,538 23,417
20 Memphis; Tennessee 646,889 655,155 8,266
Referenced: http://www.citymayors.com/gratis/uscities_growth.html
Cities by growth rate
Rank City; State 2010 population 2012 population Growth
1 New York; New York 8,175,133 8,336,697 161,564
2 Los Angeles; California 3,792,621 3,857,799 65,178
3 Houston; Texas 2,099,451 2,160,821 61,370
4 San Antonio; Texas 1,327,407 1,382,951 55,544
5 Austin; Texas 790,390 842,592 52,202
6 Charlotte; North Carolina 731,424 775,202 43,778
7 Dallas; Texas 1,197,816 1,241,162 43,346
8 Phoenix; Arizona 1,445,632 1,488,750 43,118
9 San Jose; California 945,942 982,765 36,823
10 Fort Worth; Texas 741,206 777,992 36,786
11 Denver; Colorado 600,158 634,265 34,107
12 San Diego; California 1,307,402 1,338,348 30,946
13
Washington; District of
Columbia 601,723 632,323 30,600
14 Kent; Washington 92,411 122,999 30,588
15 Seattle; Washington 608,660 634,535 25,875
16 New Orleans; Louisiana 343,829 369,250 25,421
17 Atlanta; Georgia 420,003 443,775 23,772
18 El Paso; Texas 649,121 672,538 23,417
19
Nashville-Davidson;
Tennessee 601,222 624,496 23,274
20 Columbus; Ohio 787,033 809,798 22,765

Appendix 2 - Table of Contacts Approached
Chicago, Illinois
College
Women's
Agencies
University of Chicago
University of Illinois at
Chicago Northwestern University
The Center for the Study of
Gender and Sexuality- The
University of Chicago
The Gender and Women's
Studies
Gender & Sexuality Studies
Program
YWCA
Metropolitan
Chicago
Tate Brazas Carmella Gomez Jan Radway
(312)
372-6600
Administration and
Operations - Program
Coordinator Business Manager Director
773-795-6503 312-996-2952 (847) 491-5871
tbrazas@uchicago.edu cunzueta@uic.edu gender@northwestern.edu
http://gendersexuality.uchi
cago.edu/about/contact.sht
ml https://gws.uic.edu/
http://www.gendersexuality.
northwestern.edu/about/cont
act.html
https://gws.uic.edu/gws/resour
ces
The Department of African
American Studies
Department of African
American Studies
Teresa Helena Moreno
Assistant Director and
Director of Undergraduate
Studies
(312) 996-3542 847-491-5122
thrmoren@uic.edu afas@northwestern.edu
https://aast.uic.edu/aast/people
/staff/teresa-helena-moreno
http://www.afam.northwester
n.edu/about/contact.html

Milwaukee, Wisconsin
Marquette
University
UW-Milwauk
ee
Milwaukee
Institiute of Art and
Design
Katie Ginggrass
Gallery
Milwaukee
Women's Center Joy House
Amy Blair
HR-Departm
ent Steven Anderson (414)-289-0855 (414)-449-4777 Main Campus
Director of
undergraduate
studies
(414)-229-44
63 Gallery Manager
Fax:
(414)-289-9255
Fax:
(414)-449-4774 (414)-344-2211
Professor of
Women's Studies
Fax:
(414)-229-41
02
Stevenanderson@m
iad.edu
info@gingrassgall
ery.com
Fax:
(414)-344-6972
(414)-288-7284
hr-contact@u
wm.edu
amy.blair@marq
uette.edu
Dr. William
Welburn
Equity/Divers
ity Services April Forrary North Campus
Executive
Director of
Institutional
Diversity and
Inclusion
(414)-229-59
23 Fax:
(414)-229-55
92
Human Resources
Director (414)-935-0500
aprilforray@miad.e
du
Fax:
(414)-755-7620
Mike Goetz
Building Manager
mikegoetz@miad.e
d
Pittsburgh, Pennsylvania
University of Pittsburgh
Art Institue of
Pittsburgh
The Center for
Women Finding
Solid Ground
University Art
Gallery
Jackie Smith, PhD 2615
Wesley Posvar Hall
412-648-7594
jgsmith@pitt.edu (800) 275-2470 (412)-421-4400 (412)-624-7640
University of Pittsburgh
Kenneth P. Dietrich
School of

Arts and Sciences
Gender, Sexuality, and
Women's Studies Program
St. Louis, Missouri
College
Women's
Agencies
St. Louis University Washington University- st Louis
YWCA- St.
Louis
Professional Women's
Alliance
Dr Penny Weiss, Chair of
Women's and Gender
Studies- pweis1@slu.edu-
314-977-3619
Jean Allman, Director, Center for
the Humanities, jallman@wustl.edu,
314-935-5576
314-531-11
15 314-991-6144
Dr Karla Danette Scott,
Assistant Dean Diversity and
Inclusion- scottkd@slu.edu-
314-977-3635
Mary Ann Dzuback Chair,
Department of Women, Gender, and
Sexuality Studies
madzubac@wustl.edu-
314-935-5172
St. Paul, Minnesota
University of
Minnesota
Concordia
University
University of Saint
Thomas
Minnesota
Coalition
for Battered
Women
Minnesota
Womens
Consortium
The
Grand
Hand
Gallery
Paul Whitney
Larson Art
Gallery
Kelly Dano
Matthias,
Kelly Dr. Karen Lange
Student
Activities
Director of
the Center for
Community
Action
Vice president for
student affairs
Office:
(651)
646-6177
or (800)
289-6177
Phone:(651)
228-0338
sales@the
grandhan
d.com
suainfo@um
n.edu
danox055@um
n.edu
matthias@csp
.edu
kmlange@stthoma
s.edu
(651)
312-1122
(612)
624-4636
507-258-8014
(651)
641-8236 (651) 962-6120
Jay Hesley LaMott, Dr.
Eric Brian Woitte
Chief of Staff Provost and
Chief
Operating
Officer
For Internal Event
Planners
hesle002@r.um
n.edu
lamott@csp.e
du
woit0001@stthom
as.edu

507-258-8061 (651)
641-8729 651-962-6311
Appendix 3- Positive Responses
Transcript of email from University of Minnesota:
: Jay Hesley <hesle002@r.umn.edu>
: 2016 10 20 15:18
: Zhengyang Zhang
: Re: Simply interview
Dear Yang,
Thank you for your message. All the best with your capstone project. Our
institution also requires capstones for our students and it proves to be difficult,
but usually a very rewarding educational opportunity.
As to your specific questions:
How often do you have guest speakers? Yes we do have guest speakers. Some
participate at UMR as part of a topic of study for students and arrangements for
these engagements are primarily by faculty. We do have a weekly speaker series
that is open to the public. It is promoted throughout the community. It is called
UMR Connects. More information is available at:
http://r.umn.edu/academics-research/programs/cepd/umrconnects
UMR CONNECTS | University of Minnesota Rochester
r.umn.edu
Are you looking for something FREE, interesting, and fun to do in downtown
Rochester, Minnesota, on a Tuesday night? Following a specific theme each month,
the UMR ...
How long in advance do you schedule guest speakers/exhibits?
I can not speak to how long in advance faculty make arrangements for in class or
coordinated with classes visits by invited speakers. I can tell you that UMR
Connects is a speaker series that revolves around monthly themes and those

themes are usually set at least 6 months in advance of the presentation.
Arrangements and if necessary contracting with speakers is usually finalized 90
days prior but efforts to fill the agendas begin shortly after the themes are
determined.
How many people can attend?
It depends on venue, on campus indoors, we can accommodate approximately 200
people. Our average weekly attendance for UMR Connects is approximately 60.
Depending on topic totals indoors can fluctuate from 30 to more than 150.
Connects is also held outdoors for June, July and August. Groups there can be
much larger. The only difference is that during the outdoor months the themes try
to focus on entertaining themes that don't require slides, lectures and speeches.
Can you direct us to other resources that we could connect to?
Certainly our Community and Technical College (RCTC) is larger than UMR and
has significantly more facilities and formats including auditoriums, gyms, and
large all purpose rooms. I suggest you connect with the Office of the President,
start with Judy at judy.kingsbury@rctc.edu.
I would also suggest you connect with our local United Way. They are providers
of services and may know specific groups that are interested in getting involved. I
am sorry I do not have a name I would search out United Way of Olmsted County
Would this be something that you may be interested in hosting?
If it aligned with UMR Connects, possibly. That is a decision made by a
community committee. Outside of Connects, no. We do not work to sponsor
independent presentations. Our space is available for a small fee if someone
wanted to use the space and manage all the aspects of audience recruitment and
support the event.
I hope this answers your questions. Please feel free to contact me if you have any
additional questions.
Best regards,
Jay
Jay Hesley
Chief of Staff
University of Minnesota Rochester
Phone: 507-258-8061
E-Mail: hesle002@r.umn.edu

Phone interview summary with the Katie Ginggrass Gallery:
The Katie Ginggrass Gallery appeared interested in Infamous Mothers, as the
conversation continued, they notified me that they need a two to three month notice
before the exhibit would take place. The positivity of this response was that they were
interested, and even gave a timeline for Infamous Mothers to have an idea on how to go
about contacting Katie Ginggrass Gallery for the second time. Another positive is that
they revealed that they would also have the owner call back, with more information.
Unfortunately, there was no call back from the Katie Ginggrass Gallery at the time of
writing this report.
Phone interview summary with Amy Blair, Marquette University:
Amy Blair, Director of Undergraduate Studies and Professor of Women’s Studies,
answered her office phone the first time I called. She gave positive reassurance that she
was interested in learning more about Infamous Mothers to see if it would be a good fit.
Unfortunately, she was busy with midterms and fall break at Marquette, so she requested
an email for me to ask all questions. With the time constraint of this report, I was unable
to hear back from her.

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