Our Work - Marketing

The University was searching for a new tool in its inventory to enhance its ability to attract the top students from Kentucky and Southern Indiana. The University sought a means to have an in-depth discussion with the key influencers of college-bound high school students.

Peritus through its research facilities organized a series of five highly targeted focus groups in Louisville, Western Kentucky, Eastern Kentucky and Southern Indiana. The panel members of the focus groups were honors or advanced placement level high school faculty or guidance counselors from selected high schools. In addition, parents of high achieving students from these different regions were participants. These are the persons who will strongly influence the college selection decision. Peritus led the panel members in two-hour discussion-styled interviews on the key issues that affect a student’s college choice. The discussions were observed by the leadership of the University’s admissions team and communication staff so they could hear firsthand how the University is perceived by its customer base.

The use of targeted focus groups rather than traditional market research surveys provided the University with a level of understanding of their perceived strengths and weaknesses. The data gathered through the focus group process allowed the University to customize future messaging to high school students, their parents, faculty and counselors. The multi-layered responses and perceptions provided an invaluable resource for evaluating the efficacy of existing recruitment tools and the basis for crafting new marketing themes.