mark dixon & trevor thorne (southampton solent), andy durman (active) june 2008 using marketing...

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


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


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


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!


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


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


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


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)


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


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.


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


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


JUNE 2008

Student Profiling – Mosaic Profile Example


JUNE 2008

Targeting using MOSAICAnalysis of one particular lifestyle

Southampton Solent UniversitySolent

‘H47 - New Town Materialism’ Hotspots in South East of England


JUNE 2008



‘H47 - New Town Materialism’ Hotspots in South East of England

Hatched area encompasses 1,560 individual postcodes relating to 33,000 households.


JUNE 2008



‘H47 - New Town Materialism’ Hotspots in Southampton Area

Isolating the Hotspots produces a more manageable 900+ postcodes which constitutes 18,000 households.


JUNE 2008

Targeting using MOSAICAnalysis of all lifestyles connected with low participation

neighbourhoods


Hotspots in South East Area


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.


JUNE 2008

Developing our thinkingDemographic and lifestyle analysis goes beyond direct

mail marketing


JUNE 2008


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


JUNE 2008


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


JUNE 2008


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


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


JUNE 2008


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!


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

mark dixon & trevor thorne (southampton solent), andy durman (active) june 2008 using marketing...

Documents

mosaic uk mosaic uk

mosaic andy durman

andy durman active

marketing intelligence

marketing tool mark

active slide

development of marketing

use of market intelligence