Mtm sample mandarin maps 2013

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Mandarin Sample Maps

www.mtmconsulting.co.uk | [email protected] | 01502 722787 | www.twitter.com/mtmconsultinguk

Welcome to Mandarin!

Mandarin ‘Market and Area Intelligence’ is a unique product. We have developed and refined it over 15 years,and it is the only catchment analysis package available that is fully tailored to meet the needs of UKindependent fee and non fee paying schools.

W d t d th t th h ll i ti f h lWe understand that these are challenging times for many schools.

Recession, falling affordability and a highly competitive market place have made it more important than everfor schools to engage in sound and appropriate marketing. The first step in this marketing is understandingyour current position. This can then inform future options and decisions.

f f f f• Understanding the type of families your pupils come from: their lifestyle, their incomes, theirlocations

• Understanding exactly how many potential pupils – in families that can afford to and are likely to buyindependent education – live within commuting distance of your school

• Understanding the areas in which you should focus your marketing (through advertising, buildingUnderstanding the areas in which you should focus your marketing (through advertising, buildingrelationships and mailings) and which areas are likely to eat away at your valuable marketing budget

• Understanding how your school’s market will change in the future

• Understanding the likely influence of your competitors

M d i h l d ll hi dMandarin can help you do all this and more.

Take a look at some of the maps over the pages that follow.

Bespoke versions of these maps could inform your school’s strategy and day-to-day activities, and then whynot get in touch with us to find out more


not get in touch with us to find out more.

Map 1 – Locations of current pupils and rush hour drive times to your school


Map 1 shows your senior / junior / boarding pupils around your school with rush‐hour drivetime contours overlaid.On this example note the relatively low numbers of pupils recruited from the South of the school.

Map 2 – Your realistic catchment area


In map 2 we present your realistic catchment area, based on your current pupil drive times but also taking into account benchmarks fromother schools.The catchment areas represent the optimum areas for focussing your marketing and recruitment activity.

Map 3 – Lifestyles of families within your catchment area by Output Area (c200 households)


In map 3 we show you the dominant lifestyles of each Output Area (c200 households) within your catchment. The hotter colours show the most affluent families whilst cooler colours indicate less affluent areas. Independent schools typically target the reds and yellows.

Map 5 – Priority areas for targeting recruitment activities at Output Area level (c200 households)


Using data from the previous map, household incomes and previous research into independent school parents’ buying habits, we highlight the best output areas within your catchment for the potential to recruit independent school pupils of your target age.

Map 6 – Projected change in the number of target aged children (projections to 2018 and 2023)


In maps 6 we show the projected change in population of target aged children over the next five and ten years.

Map 3 – Lifestyles of families within your catchment area by Postcode(c15 households)


We can focus the Acorn data to street level using Postcode data (c15 households) where required.

100%

ACORN analysis of your pupils, your catchment put in context

80%

90% ██ 1.A Lavish Lifestyles██ 1.B Executive Wealth██ 1.C Mature Money██ 2 D Cit S hi ti t

60%

70%

██ 2.D City Sophisticates██ 2.E Career Climbers██ 3.F Countryside Communities██ 3.G Successful Suburbs██ 3 H Steady Neighbourhoods

40%

50%

██ 3.H Steady Neighbourhoods██ 3.I Comfortable Seniors██ 3.J Starting Out██ 4.K Student Life██ 4.L Modest Means

20%

30% ██ 4.M Striving Families██ 4.N Poorer Pensioners██ 5.O Young Hardship██ 5.P Struggling Estates██

0%

10%

All pupils Prep School catchment

Senior School and Sixth Form

catchment

Region GB

██ 5.Q Difficult Circumstances██ 6.R Not Private Households


catchment

We profile the current pupils at your school and the catchment, put in the context of the Region and the Great Britain as a whole. This shows you how well your school is recruiting the target groups compared with the make up of the catchment.

Data supplied in easy to use tables

Output AreaPostcode Sector

Town Name Dominant Acorn Group

No of children in households

with an income of £50k+ a year

Estimated no of families with same profile as current school parents likely to invest in independent education

5 year % change in no of children

10 year % change in no of

children

No of current pupils

Distance from school

(minutes rush‐hour drivetime)

education

42UFHG0003 IP32 7 Town 1 2.E Career Climbers 97 7 4.4% 1.1% 0 20


42UFHJ0002 IP31 1 Town 6 2.E Career Climbers 22 1 9.3% 6.8% 0 20


42UFHG0011 IP32 7 Town 1 1.B Executive Wealth 14 1 3.6% 3.6% 2 20

33UBHZ0001 IP24 3 Town 4 3.G Successful Suburbs 17 2 ‐3.3% 3.3% 0 20

42UFHG0002 IP32 7 Town 1 2 E Career Climbers 12 1 4 8% 6 5% 0 2042UFHG0002 IP32 7 Town 1 2.E Career Climbers 12 1 4.8% 6.5% 0 20

42UCGC0005 IP28 8 Town 5 2.E Career Climbers 80 4 18.5% 20.0% 1 10

33UBHY0016 IP24 2 Town 3 2.E Career Climbers 43 4 5.2% 8.2% 0 30

42UFHJ0008 IP31 1 Town 6 3.G Successful Suburbs 19 1 6.1% 6.8% 0 30

33UBHG0002 IP24 2 Town 3 1.B Executive Wealth 15 1 12.8% 10.6% 0 30

42UCFY0002 CB 8 8 Town 2 1.C Mature Money 13 1 16.9% 23.1% 0 30

42UFHD0002 IP31 2 Town 7 1.B Executive Wealth 14 1 7.8% 3.9% 1 10


We supply the data tables from which we have drawn our conclusions to allow you to apply the data to its full extent, whether undertaking a mail shot, looking to set up coach route, or analysing primary school capacity.

What can you do with Mandarin?

These maps show just a fragment of Mandarin’s potential. Some activities that every school should use Mandarin for are shown below. All schools can benefit data generated by Mandarin, using it to:

Cultivate your catchment areaWith independent pupil rolls falling nationally it is more important than ever to exploit the potential that exists

h d ll h l h h f l fin your catchment area. Mandarin will help now with these powerful features…

• Target Count – we will tell you the number of children by age group in households that can afford your fees and have a high propensity to purchase independent education

• Street View – we will show you the precise streets on which these households are concentrated

Implement tactics straight awayThe results of your Mandarin study will enable you to sharpen your marketing tactics and exploit your catchment more intensively. It will help you to…

• Identify the best feeder schools and areas

Ad ti d di t il i th t ti l d hi th i ht l l f d h• Advertise and direct mail in the most receptive places and hire the right local venues for roadshows

• Focus on areas that your competitors are less likely to recruit from successfully

• Understand where parents who require different marketing messages live and change your pitch according to the source of the enquiry

Insights for strategic planningMandarin is also invaluable for long-term strategic planning, allowing you to…

• Forecast changes in your school’s potential market size to 2015 and 2020

• Consider if the structure of your school is still the right one


y g

• Optimise any bus routes you operate to better penetrate the areas of high potential

Contact us today for a no-obligation chat about how Mandarin can help your school

d i i k lliMandarin – Superior Market Intelligence

Portland House l 43 High Street l Southwold l Suffolk l IP18 6ABT 01502 722787 l F 01502 722305

office@mtmconsulting co uk l www mtmconsulting co [email protected] l www.mtmconsulting.co.ukMTMCONSULTING LIMITED is registered in England and Wales l Company number 5464490


Mtm sample mandarin maps 2013

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