Brief
Understand why students choose Martin College:
- What drives their decision making, what was the road to their decision? Who are our current students and target segments?
- What drives and would drive people to study on campus or online?
- What has been their experience at Martin College and where could improvements be made?
Strategy
- Online study of both current and potential students. Sent via email.
- 421 successful valid responses.
- Student personality profiling using Limbic Insights™
- Motivations and goals to studying online and on campus. Goals when choosing a college. Drivers to select Martin specifically. Current brand perceptions
Success
Research showed the different expectations in an educational institution depending on whether the study was online or on campus:
- It was determined that when students were researching an educational institute they were looking for certain emotional cues however once they were a member of an institute they had different emotional needs.
- Determined the different core needs and “wish-list” for online and on-campus students
- The optimum campus and online experience was uncovered and gap analysis showed the areas required for improvement.
- It was determined that 60 minutes was the maximum time students were willing to commute and a strategy to appeal to students within this radius was determined. Consideration of further research into satellite campuses was recommended.
Format: Education
Store Location: Across Australia
Merchandise Mix: Courses