Brand Strategy & Segmentation
Our challenge was to find the optimum audience or subset of the UK population for developing a brand strategy. This analysis would be used to drive creative development strategic planning and data selections.
What We Did
Marketing Metrix identified VSO’s optimum audience by segmenting their existing supporters and volunteers using both quantitative and qualitative techniques. Interviews and workshops were organised giving VSO a 360° view of their ideal prospect including their key drivers and barriers for volunteering abroad. We uncovered everything, from their demographics and media consumption to their attitudes and beliefs, providing VSO with the necessary insight to develop a successful brand strategy.
A targeted branding and marketing strategy has since seen increased recruitment rates from those who want to and are eligible to work as professionals overseas.