Research Findings

For this project, we conducted an primary research with 60 participants who are RMIT students from various majors.

Awareness of The Capitol

Majors of students who know about The Capitol

Reasons students are unaware of The Capitol

Popular communication channel among students

Students' willigness to pay for a fundraising event

Insights

1. Awareness of The Capitol amongst students is low due to failure of communication. Students mostly keep up with events through word of mouth, so communication would reach them better if it is through their own networks.

2. Since students care about budget, The Capitol can’t compete with mainstream chains (with new releases etc.) but can cater to niche student interests.

3. Because students will pay more for a fundraiser, Eliza does not need to be focalised within the campaign — students just need to attend events.