Solutions - Brand Positioning

Uncovering the Target Market and Positioning for a Continuing Studies Program

The Challenge

Our client, a college based in Western Canada, needed research to better understand how its Continuing Studies program should be positioned. Specific challenges were to determine current perceptions within a competitive context, identify motivators and barriers to enrollment, target audience personas, and needs of its core target audiences.

The Solution

A two-phased research appraoch was adopted. Phase one included focus groups with current and prospective students. This was followed by an online survey with 500n+ relevant Continuing Studies prospects in the market of interest.

The Outcome

Insights from this program provided the client’s leadership and marketing teams with a clear understanding of the audiences of interest for Continuing Studies, opportunities for relevant differentiation within a crowded education market, and ideas for programming, marketing and messaging.

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