Project Title:

Researching enquiries for Modern Apprenticeship, exploring how more people can be encouraged to enrol and creating a direct marketing database for future contact

Client:

Learning and Skills Council

Business Requirements

  • To speak to over 2,000 people who had recently enquired about a Modern Apprenticeship to establish where they were in the decision-making process
  • To identify if they needed further advice or assistance in making the decision to enrol
  • To explore the barriers preventing them from enrolling with a view to addressing these areas

Project Outline

  • To collate and de-duplicate Modern Apprenticeship enquiries from various sources and in differing formats into one database suitable for the research project
  • To design the research process that combined a telemarketing campaign with research feedback
  • To conduct over 2,000 telephone interviews within a four-week time period
  • To analyse and present the results taking into account different LSC departments’ criteria, such as industry sector analysis for courses interested in and analysis of enquiries within regeneration postcode areas

Project Outcome

  • The client was extremely encouraged by the overwhelming desire for more information and advice expressed by the people we spoke to in order that they could find the right course and understand how to go about enrolling
  • The existing data, which has been qualified and updated, has already been used for recruitment events with good response
  • The data is now being converted into a user-friendly database that can be viewed and updated by both Customer Services and Marketing for ongoing importing and de-duplicating of enquiries with ease, together with the ability to extract enquiries according to specific criteria for future direct marketing activity

"We approached Carousel Marketing in the first instance for them to help us with database management. We were delighted to find that they were actually a research agency with all the skills for handling data as well as conducting an extensive research campaign in a relatively short timeframe. Their approach and attitude have been very helpful and forthcoming."
Mark Chambers, Marketing Executive, Birmingham & Solihull Learning & Skills Council