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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 Dixon
The advantages of using geo-demographic tools
Scenario of a targeted marketing campaign using MOSAIC
Andy Durman
Going 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 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.
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC
Outline of Process
Targeting Marketing Campaign
WHO are the
targets?
WHERE: Gather
Postcode data
Mapping
CAMPAIGN
INTELLIGENCE
Lifestyle matching
analysis
Map lifestyles to
key areas
Core ‘targets
identified’ against
other datasets
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 MOSAIC
Analysis of one particular lifestyle
Southampton Solent
University
Solent
‘H47 - New Town
Materialism’
Hotspots in South
East of England
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
Targeting using MOSAIC
Analysis of one particular lifestyle
Southampton Solent
University
Solent
‘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 MOSAIC
Analysis of one particular lifestyle
Southampton Solent
University
Solent
‘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 MOSAIC
Analysis of all lifestyles connected with low participation
neighbourhoods
Southampton Solent
University
Solent
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 thinking
Demographic and lifestyle analysis goes beyond direct mail marketing
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
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
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
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
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
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
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
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
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008
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 competitor’s improvement
Widening curriculum
More 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 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
Mark Dixon & Trevor Thorne (Southampton Solent),
Andy Durman (ACTIVE)
JUNE 2008