In 2020-2021, I worked with Moscow Film School, a renowned private educational institution for cinema professionals.
The school was facing challenges related to repositioning in the market due to the growing pressure from online competitors, and the need to adapt their communication strategies to meet the evolving needs of their younger customers.
To address these challenges, I conducted customer and market research, both qualitative and quantitative.
The school was facing challenges related to repositioning in the market due to the growing pressure from online competitors, and the need to adapt their communication strategies to meet the evolving needs of their younger customers.
To address these challenges, I conducted customer and market research, both qualitative and quantitative.
What I've done in Market Research
- Comparative Analysis and Audit of Marketing Communications and Product Matrix: I studied the marketing activities and positioning of competitors in the industry. I also reviewed Moscow Film School's marketing communications and product matrix in comparison to competitors.
- Regional Market Evaluation: I assessed the potential of regional markets in terms of interest in purchasing the film school's products.
Comparative analysis of product matrix highlighting the potential product development zones
Social media engagement analysis (made with LiveDune)
Reviewing the social media activity of the competitor, and how MFS can learn from it
Reviewing the online advertising of MFS, and how it can be improved
One of the positioning maps of the cinema education market, the 'closest' competitors are highlighted
What I've done in Customer Research
- Customer Segmentation: I developed a behavioural model of customer segmentation by conducting qualitative interviews and quantitative surveys. Using the Empathy Map framework, I created four target audience portraits, describing their contexts, drivers for learning, barriers, and insights.
- Brand Perception Analysis: I conducted brand perception research to understand how the school was perceived by its target audience.
- Key Messages: Based on the new target audience portraits, I proposed key messages to enhance the school's brand positioning and resonate with its desired customers.
Analysing the barriers to studies
Analysing the background of students of various programs
Four key customer profiles
Getting to know a Customer Profile closer by using the Empathy Map Framework
Results
This research provided valuable insights for defining the school's unique niche in product proposition. The recommendations given in the research helped to increase the overall visibility of the school on the market. Additionally, regional market evaluation helped the school to identify opportunities for growth within specific markets.
Through this project, Moscow Film School was able to transform its communication approach, better cater to the needs of its younger customers, and stay competitive in the evolving market.
As of 2021, Moscow Film School noticed an annual increase in purchases (number of enrolled students) by 13%.
Through this project, Moscow Film School was able to transform its communication approach, better cater to the needs of its younger customers, and stay competitive in the evolving market.
As of 2021, Moscow Film School noticed an annual increase in purchases (number of enrolled students) by 13%.
