CASE STUDY

NEVER TOO LATE TO LEARN SOMETHING NEW

CASE STUDY

NEVER TOO LATE TO LEARN SOMETHING NEW

One way to potentially increase sales is by expanding your target audience. Tailoring communication messaging to address perceived barriers to purchase is another.

Our client, a technical college system, needed to do both.

THE CHALLENGE

Understand the unique challenges adults face when considering whether or not to continue their education:

Perceptions of tuition costs

Concerns about time commitment

Anxiety about academic performance

Likelihood of improving job opportunities post-graduation

THE RESEARCH

Hybrid study design with series of exploratory focus groups followed by quantitative phone survey to:

Identify perceived barriers to pursuing further education

Uncover potential differences based on region or audience segments

Understand which communication channels are most effective

THE RESULTS

Quantified relative importance of key barriers… cost, time commitment, uncertain job opportunities

Developed four target profiles based on career attitudes

Uncovered compelling messaging benefits like hands-on training, flexible schedules, financial aid support

Revealed need for a social media component

Your customers have something in common that drew them all to you.
The goal now is to find out what makes each of them unique so you can optimize both your messaging and their experience.