This university wanted to launch a new service to extend to the local community that did not currently exist. The intent was to provide this service not only to help its target audiences with career path counseling, but also as a tool to enhance brand awareness and position the University as the school of choice for people selecting a college/university to attend.
We executed a survey to 5 demographically-defined target audiences, through a combination of online survey and telephone-based data collection. What we found was the new service tested higher in 3 demographic groups and lower in the other 2. We also learned the types of activities most desired in the service offering. We were able to use this data to develop the most desired package of services - and market this - to the right audiences with the right message.