Sector Specialisms
The fundamentals of market research and
marketing strategy are common to most areas but Lawson Taylor can deliver
specially adapted services to sectors that face particular challenges and
issues. Some examples of these are listed below but, if you
have service needs that aren't directly referred to here, please do get in
touch so that we can have an opportunity to develop some ideas for a bespoke
approach.
We use a three-stage categorisation
of services based on the aspect of strategy to which they relate. These
are Attraction; Engagement; and Retention.
Education
Attraction
1.Portfolio
Analysis
Review the range and type of courses on offer and identify strengths and
weaknesses
2. Competitor Analysis
Identify the real competition and their relative competitive strengths and
weaknesses
3. Brand Tracking
Monitor awareness and perceptions on a regular basis to evaluate the impact of
strategy
4. Audience Profiling
Socio-demographic (Mosaic) analysis of who students are and where they come
from
5. Market Positioning
See yourself as your audiences see you
Engagement
1. Stakeholder Analysis
Explore the perceptions of commercial and public sector opinion leaders
2. Mystery Shopping
Test the experience of applicants and visitors to open days and users of
systems and processes
Retention
1. Student Satisfaction Analysis
In-depth exploration of the perceptions of current students
2. Internal Communications
Ensure your students are aware of what is
going on and why
3. Alumni Development
Give former students reasons to see the
value in maintaining links with you
HR Recruitment
Attraction
1. Creative Testing
Assess the impact and effectiveness of campaigns before they incur significant
costs
2. Communications Audit
Assess the consistency and effectiveness of all recruitment-related
communications
3. Employer Brand Development
Ensure you create the right image and give
the right messages to potential employees
4. Employer Brand Tracking
Monitor awareness of and perceptions of an employer
5. Salary Benchmarking
Compare the market position of salaries against key competitors and the market
in general.
6. Reputation Evaluation
Discover the desirability of working for your organisation in comparison with
other employers.
Engagement
1. Mystery Shopping
Identify how effective your engagement processes are
2. Post-selection Candidate Interviews
Discover how it was for them and if they
would still want to work for you.
Retention
1. Staff Surveys
Identify what employees really think about their employer, jobs, conditions,
culture, training, development etc.
2. Exit Interviews
Why did they have to go? An independent approach can
elicit more detail.
