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A Business/Industry Study Of The Contract Training Marketing Potential at A Sample College

A Business/Industry Study Of The Contract Training Marketing Potential at A Sample College. Aaron P. Donsky. Deliverables. Coordinate data base construction Return data base with appended information

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A Business/Industry Study Of The Contract Training Marketing Potential at A Sample College

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  1. A Business/Industry Study Of The Contract Training Marketing Potential at A Sample College Aaron P. Donsky

  2. Deliverables • Coordinate data base construction • Return data base with appended information • Final report: identification of business/industry potential in service area,analysis of present market penetration, recommendations • Detailed business contact information

  3. Logic Behind The Project • Geo-demographic Logic of understanding the characteristics of companies that you have done well with in the recent past • Find more of the same in your service area and beyond

  4. Submission of Project Files • submitted 300 Names • 200 were direct matches • 50 were probable matches • 25 no match possible • 25 were suppressed—not company data • 250 matched records

  5. Key Business Segments-(present clients) • Services (70-89) • Public Administration (91-97) Based on combination of the number of clients and penetration rate

  6. Public Administration • Best with organizations of 99 employees or less • 53% of Clients are in Cook county • Other counties of note ( but much less) Lake, DeKalb ---Most effective with Executive/legislative(91) and Public Safety(92)

  7. Services • Has done best with organizations with 20 or more employees • 66% of clients are in Cook County • Other counties of note but much smaller in number: Kane, DeKalb, and Out of State • Most effective with Health Services (80), Educational Services (82), and Membership Services (86).

  8. Service Area= Base Area • Cook, Kane, Dekalb, Champaign • Public Administration Potential—384 • Services—764 (reduced to 168 with 20 or more employees)

  9. Possible Marketing Strategy • Priority 1 • Concentrate on PublicAdministration providers in SIC codes 91 and 92 within the employee range under 99 in Cook, Dekalb, and Kane

  10. Recruitment Strategies • Name purchase in combination with mini-open houses

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