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