Insight into marketing personas via an Online Community Campus Fryslân

Campus Fryslân expressed the desire to conduct research to identify the characteristics of the target group and their associated needs. In addition, it sought answers to the question of which marketing and communication strategies might be suitable for the target groups. The aim was to use the research to formulate marketing personas among the students, which could contribute to steering the communication strategy. Markteffect called in to carry out this research with the ultimate goal of attracting new students.

Our approach

In order to obtain qualitative insights for this study, an online community study was chosen. This online community was spread over three days among 49 students. Although the students were difficult to reach in the first phase, with the right guidance, the community got off to a good start, resulting in very good stories and strong insights. After conducting the online community survey, a clear picture of the students emerged. That picture was converted into three different personas.

Results

The implementation of an online community resulted in a clear picture of the types of students. Deeper insights were gained, including their daily lives, perceptions of Campus Fryslan, what they value in life, and how they see their future. Based on this, different personas were created. Using these personas, Campus Fryslan can target more specifically on social media, for example. The goal, of course, is to attract new students.

Before the research, we had an idea of who our students were, but this was not based on data. Through the online community, we gained a clear understanding of what really interests, motivates, and touches students. With these insights, we were able to tailor our marketing and communication so that we convey a message that really resonates. Markteffect a very pleasant and proactive partner to work with throughout the entire process. We are very happy with the end result." - ManonLaning, Online Marketer at Campus Fryslân 

"This research was an enjoyable experience for everyone involved. It was extremely interesting to find out who the students are and what they do. After delivering the report, the client told us that a teacher said one of the personas was a perfect description of a student in her class. That was really nice to hear!" - Lieke Hamelink, Research Expert Markteffect

 Specialists who worked on this:

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!