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Identifying
where potential prospective parents are located clearly improves the
efficiency of a school’s marketing programme. Budgets can be
focussed where there is a greater density of the target market –
this might be through door-to-door mailing, or simply comparing local
newspaper coverage by post code to reduce wastage.
DSD’s knowledge of the sector, and regular analysis using one
of the two leading geo-demographic classifications, has identified
that nearly 90% of all parents fall into just eleven categories (out
of more than fifty). Using this and drive-time data, schools are provided
with unique maps illustrating the areas of greatest potential.
Many Schools are now using this programme to plan their Open Day advertising,
and several are finding a further use in planning new school bus routes
opening up new catchment areas. |
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