Mark Dixon

1
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

2
Outline of Presentation

• Trevor Thorne
• Issues affecting the use of market intelligence
  in UK HE
• MOSAIC as a marketing tool
• Mark Dixon
• The advantages of using geo-demographic tools
• Scenario of a targeted marketing campaign using
  MOSAIC
• Andy Durman
• Going beyond direct mail marketing

3
Market Intelligence (MI)

• Market Intelligence is the information relevant
  to a companys (organisations) 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

4
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!

5
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

6
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 UKs 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

7
MOSAIC classifications

• Determine whether you prefer city bustle or
  country peace, what youll 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

8
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)

9
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
10
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 students Home postcode
• Import 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.

11
Targeting using MOSAIC Outline of Process

• Targeting Marketing Campaign

Core targets identified against other datasets
12
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
13
Student Profiling Mosaic Profile Example
14
Targeting using MOSAIC

• Analysis of one particular lifestyle

Southampton Solent UniversitySolent H47 - New
Town Materialism Hotspots in South East of
England
15
Targeting using MOSAIC

• Analysis 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.
16
Targeting using MOSAIC

• Analysis 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.
17
Targeting using MOSAIC

• Analysis of all lifestyles connected with low
  participation neighbourhoods

Southampton Solent UniversitySolent Hotspots in
South East Area
18
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.

19
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing

20
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing
• Schools Liaison Planning
• Evaluate proximity of schools to target
  postcodes
• Evaluate current target schools,often based on
  historic relationships
• Prioritise schools visited using proximity of
  target demographics
• Ensure resources are used most effectively

21
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing
• Event Planning
• Find alternative methods to communicating with
  target lifestyles
• Take appropriate marketing materials and
  messages to key neighbourhoods
• Identify opportunities or events within target
  neighbourhoods
• Supermarkets
• Community facilities
• Local events

22
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing
• Conversion analysis
• Analysis of conversions from applicant to
  enrolment by lifestyle type
• Understand 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 appropriately
• Focus activities between application and enrolment

23
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing
• Understanding untapped demand
• Profile local demographics against enrolment
  profile
• Which local population groups not appearing
  amongst our student population?
• Explore socio-demographic profile of these low
  penetration groups
• Understand potential barriers
• Education level
• Course profile on offer
• Marketing messages
• Competition from other institutions
• Age
• Prioritise which new markets to target and build
  appropriate strategies to engage with the target
  population

24
Developing our thinking

• Demographic and lifestyle analysis goes beyond
  direct mail marketing
• Competitor analysis
• Geographic analysis of enrolments identifies the
  impact of competitor institutions
• Analysis of recruitment of students from the
  locality of competitor institutions can evidence
  competitive advantage in particular course areas
• Model potential impact of competitors
  improvement
• Widening curriculum
• More effective marketing
• Develop strategies to minimise impact should
  competitor improvement occur. Forewarned is
  fore-armed!

25
Summary

• Marketing intelligence informed decision making
• MOSAIC 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 intelligence
• Searching for untapped demand,
• Competitor analysis