EES for Schools were developing a new product, School Effectiveness+, a complete improvement system for schools which enables them to evaluate themselves, identify their strengths and weaknesses, benchmark against other schools, and have a clear view of their improvement priorities.
To support the product launch, EES for Schools were looking to develop a marketing strategy for School Effectiveness+. As part of this, they needed to gain a better understanding of the different types of schools that would be interested in using the service, and which aspects were likely to be most important to them. They wanted to gain a broad insight into the differing needs of their user-base, and then develop a marketing communications strategy that would appeal to the different demographics within it.
Our approach and methodology
We thought that the broad understanding of EES’ market, and the different groups within it, would be mostly effectively addressed by an e-survey and cluster analysis, which creates different profiles of groups within a market.
The e-survey: An e-survey was sent out to senior leadership teams in schools. The survey focussed on 3 main areas: demographic profiling, priorities and challenges in schools, and current use of school improvement services.
Cluster analysis: Using the e-survey results, respondents were split into different groups based on their preferred aspects of school improvement services. We then examined the different priorities and challenges for each group and used these to make key recommendations around how School Effectiveness+ could develop a marketing strategy that appealed to them.
Delivering results and value to our client
Research findings from the e-survey and cluster analysis were presented in a detailed report, which made clear recommendations around how EES for Schools could develop their marketing and communications strategy for School Effectiveness+. The report also advised which features of the service were likely to appeal to the different school leader groups, containing clear recommendations around which groups were most likely to purchase it and which features would be most useful for them. This gave EES a broad understanding of their target audiences and the marketing strategy needed to help School Effectiveness+ appeal to these groups.