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Fiona Presents on Research, Benchmarking and Data Analysis

| Fiona Carthy

I was delighted to present at this new conference hosted at Dulwich College in London. My focus was on creating a strategic marketing strategy using an evidence based approach. I outlined the important of market research to assess your current market position and understand your audience, why benchmarking is a tricky business in the education sector and not a reliable method, and how to benchmark yourself realistically. I also explored the type of research you might undertake and how to action this effectively. We delved into what you need to measure on a systematic basis – including everything from open day numbers to conversion rates and most importantly undertaking an annual forensic level analysis of your enrolment trends.  Finally I provided an outline of what your marketing strategy might look like, how you should monitor and evaluate impact and a strategic reporting framework to engage senior leadership.