Sophy Aitken, Head of Marketing at Felsted School, contacted MTM looking for support in understanding her market. She was looking to launch some new marketing campaigns but wanted to understand her market better and focus her investment accordingly.
19%
growth opportunity in the school’s boarding market
The project
Sophy and her team wanted to understand the following:
- Where current families were travelling from
- How that compares with previous years
- Where they could find more families
- Their lifestyles and values
We conducted a postcode analysis to help Sophy to understand the regional marketplace better. This included an analysis of current, former and prospective parents. MTM were able to analyse data from the school’s different databases and overlay this with information gained from our own research into the independent sector.
Results
Felsted’s data was analysed according to the location of their competitor schools to understand how well they were penetrating their market. We were able to provide specific data, including finding “lookalike” families from which Felsted could target their campaigns, such as direct mail and outdoor advertising, and base their future strategy.
Whilst we had a ‘gut feel’ as to what to expect, the results confirmed our thoughts and gave us the detailed market research we needed to convince senior management and governors to invest in launching several targeted marketing campaigns. We were able to use direct mail and outdoor advertising (using the postcodes provided) to specifically target markets where we had potential to penetrate further and so far, the results are encouraging.
Sophy Aitken - Felsted School