mark dixon & trevor thorne (southampton solent), andy durman (active) june 2008 using marketing...
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Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Using Marketing Intelligence through the Profiling Tool MOSAIC to Inform a Targeted Marketing Campaign for Student Recruitment
A Presentation by: Mark Dixon – Strategic Marketing Advisor - Southampton Solent University
Trevor Thorne - Director of Marketing and Communications, Southampton Solent University
Andy Durman – Business Development Manager, ACTIVE
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Outline of Presentation
Trevor Thorne Issues affecting the use of market intelligence in UK
HE MOSAIC as a marketing tool
Mark DixonThe advantages of using geo-demographic tools Scenario of a targeted marketing campaign using
MOSAIC
Andy DurmanGoing beyond direct mail marketing
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Market Intelligence (MI)
Market Intelligence is the information relevant to a company’s (organisation’s) markets, gathered and analysed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics
Market intelligence is the systematic process of gathering, analysing, supplying information (both qualitative and quantitative) about the external market environment
Wikipedia
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Issues affecting use of MI in HE
Collegiality v managerialism Local level decision-making leading to ‘silo mentality’ Lack of perception of markets Supply-led thinking (prior to massification of HE) Taught courses informed by niche research interests Poor market intelligence Lack of good data (e.g. JACS codes) or analysis of data into
useful management information Role, status and development of ‘Marketing’ in UK HE Little forward-thinking on portfolio development or lifecycle
management Government determinism Lack of long-term strategic planning ‘Survival’ comes first!
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
MOSAIC UK
Mosaic classifies all consumers in the UK into 61 types, aggregated into 11 groups. Using over 400 data variables and updated annually, it paints a rich picture of UK consumers in terms of demographics, socio-economics, lifestyles, culture and behaviour.
It enables organisations to profile customers, better understand consumer behaviour, analyse the demographic characteristics of local areas, identify market potential for products and services, understand the performance of site locations and target communications more effectively
Experian
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
MOSAIC UK
Mosaic UK classifies consumers by household or postcode, allowing the optimisation of segmentation dependant on the application 46% of the data used to build Mosaic is non-census
sourced information that is updated annually enabling it to monitor changes in consumer behaviour and incorporate these each year within the classification Mosaic UK is validated by a comprehensive programme
of fieldwork and observational research covering each of the UK’s 120 postal areas Mosaic UK is available for use on a bureau basis, or in-
house as a licensed directory to augment customer databases or for use with mapping software for geographical analysis
Experian
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
MOSAIC classifications
Determine whether you prefer city bustle or country peace, what you’ll buy, how you vote, your inner fears, and how best others might communicate with you!
Six recently added classifications:
City Adventurers Motorway Magnets Global Connectors British-born Asian Entrepreneurs Rural Isolationists High Technologists
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC
The advantages of using geo-demographic tools include:
Targeting the ‘locationally disadvantaged’ (Hugo, 1998),Locating districts with high levels of minority students (Martin, 2001),Building up profiles based on standard deprivation measures (Read et al,
2005),Creation and visualisation of catchment areas (Tonks and Farr, 1995;
Mora, 2003) that would be lost in tables and text,Profiling of areas to develop new courses (or business) that could
appeal to this segment (Mitchell and McGoldrick, 1992),Targeting of areas located close to feeder colleges,Development of area specific plans for targeted marketing activities and
through real-time analysis provide on-the-fly retargeting of recruitment (Marble et al, 1996),
Identifying, with precision, the geographical location of a specific audience to facilitate communication (Tonks and Farr, 1995),
Identifying those groups most likely to become customers (Mitchell and McGoldrick, 1992)
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC Scenario: Increase participation from ‘low participation neighbourhoods’:
Campaign objective: Identify lifestyles of individuals classed as deriving from ‘low participation neighbourhoods’ Student Lifestyles
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC Outline of Process
Targeting Marketing Campaign
Using data supplied by HESA, identify individual students derived from ‘low participation neighbourhoods’,
Match this dataset with a student’s Home postcodeImport this enhanced dataset into the ‘Lifestyles Software’,Check each pen portrait to ascertain if each identified lifestyle
does indicate a location where few individuals go unto University,Map locations of all postcodes in these key lifestyles,Look for ‘Hotspots’ or concentration of neighbourhoods that will
be the most profitable to target,Output specific postcodes for these areas,Examine postcodes against other dataset to get to your core
target audience.
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC Outline of Process
Targeting Marketing Campaign
CAMPAIGN
INTELLIGENCE
WHO are the targets?
WHERE: Gather Postcode data
Lifestyle matching analysis
Core ‘targets identified’ against
other datasets
Map lifestyles to key areas
Mapping
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC Match MOSAIC to your own postcode data
Purpose: To identify the key urban areas for a targeted campaign.
ARCHIVE Low Participation Neighbourhood data
ACTIVE Lifestyles
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Student Profiling – Mosaic Profile Example
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAICAnalysis of one particular lifestyle
Southampton Solent UniversitySolent
‘H47 - New Town Materialism’ Hotspots in South East of England
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAICAnalysis of one particular lifestyle
Southampton Solent UniversitySolent
‘H47 - New Town Materialism’ Hotspots in South East of England
Hatched area encompasses 1,560 individual postcodes relating to 33,000 households.
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAICAnalysis of one particular lifestyle
Southampton Solent UniversitySolent
‘H47 - New Town Materialism’ Hotspots in Southampton Area
Isolating the Hotspots produces a more manageable 900+ postcodes which constitutes 18,000 households.
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAICAnalysis of all lifestyles connected with low participation
neighbourhoods
Southampton Solent UniversitySolent
Hotspots in South East Area
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC Summary
One strong example of MOSAIC is isolating areas of deprivation
- assist in widening participation,Could add to the map the location of schools and colleges to
identify which are the most appropriate to visit for particular groups of students,
Knowledge of individual lifestyles can assist in selecting the most appropriate communication channel to reach these individuals,
Allows testing of hypotheses in particular locations before running a full blown campaign,
Can minimise risk and take away some of the guesswork.
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct
mail marketing
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct
mail marketingSchools Liaison Planning:
Evaluate proximity of schools to target postcodesEvaluate current target schools,often based on historic relationshipsPrioritise schools visited using proximity of target demographicsEnsure resources are used most effectively
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct
mail marketingEvent Planning:
Find alternative methods to communicating with target lifestylesTake appropriate marketing materials and messages to key neighbourhoodsIdentify opportunities or events within target neighbourhoods
SupermarketsCommunity facilitiesLocal events
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct
mail marketingConversion analysis:
Analysis of conversions from applicant to enrolment by lifestyle typeUnderstand those lifestyles that are most likely to convert – ‘good customers’Understand those lifestyles that are less likely to convert
What might the barriers to enrolment be?How can we break down these barriers?Are these groups ever likely to enrol?
Utilise intelligence to market appropriatelyFocus activities between application and enrolment
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct mail
marketingUnderstanding untapped demand:
Profile local demographics against enrolment profileWhich local population groups not appearing amongst our student population?Explore socio-demographic profile of these low penetration groupsUnderstand potential barriers:
Education levelCourse profile on offerMarketing messagesCompetition from other institutionsAge
Prioritise which new markets to target and build appropriate strategies to engage with the target population
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Developing our thinkingDemographic and lifestyle analysis goes beyond direct
mail marketingCompetitor analysis:
Geographic analysis of enrolments identifies the impact of competitor institutionsAnalysis of recruitment of students from the locality of competitor institutions can evidence competitive advantage in particular course areasModel potential impact of competitor’s improvement
Widening curriculumMore effective marketing
Develop strategies to minimise impact should competitor improvement occur. Forewarned is fore-armed!
Mark Dixon & Trevor Thorne (Southampton Solent), Andy Durman (ACTIVE)
JUNE 2008
Summary:
Marketing intelligence = informed decision makingMOSAIC adds to marketing intelligence i.e. better understand consumer behaviour, analyse the demographic characteristics of local areas, identify market potential, target communications etc.MOSAIC can be used to target student groups based on their ‘lifestyles’,Assist in defining communication channels and media,Conversion Analysis – building up intelligenceSearching for untapped demand,Competitor analysis
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