Target Markets

Tennessee Tech’s target markets include both geographic targets, referred to as hot spot markets, and geodemographic market segments. These areas were identified by examining;

• Current TTU enrollment data,
• Information from the ACT organization identifying specific areas of the state with large populations of students who scored 19 or higher on the ACT in the spring of 2000, and
• An analysis by Creative Communications of America (CCA) comparing TTU’s 1996 enrollment data with information from Claritas, which pools segments of the population possessing similar characteristics together into groups called PRIZM clusters.

Geographic Target Markets

Among the geographic target markets are those areas identified as having the highest potential for yielding the greatest number of new freshmen enrollees. Though the entire state of Tennessee is theoretically a geographic target market for Tennessee Tech, concentrating efforts in the hot spot geographic areas within the state and on certain geodemographic targets located within those areas has the greatest potential for yielding additional enrollees.

Additional information about Tennessee Tech’s hot spot markets has appeared in previous editions of Growthchart and a copy of CCA’s geodemographic analysis is available from the university’s marketing director.

Geodemographic Market Segmentation

The CCA analysis identified 6 clusters as being more likely to yield additional TTU enrollees and provided information on defining characteristics and preferred outreach methods for these groups. Further, CCA used the data to show where in Tennessee these families are most likely to reside.

For maximum response, the approach used to reach each of these market segments will depend on the preferences and characteristics of each particular target. It should also be noted that marketing efforts will not be limited to members of these clusters, only that these clusters are those CCA identified as most likely to yield additional Tennessee Tech enrollees based on enrollment in the fall of 1996.

Information about Claritas and PRIZM clusters is available from the university’s marketing director or on-line at www.dellvader.claritas.com/YAWYL/default.wjsp.

Out-of-state Target Markets

Work identifying potential out-of-state target markets continues. A preliminary analysis of high schools with the most Tennessee Tech enrollees has been conducted, but additional examination is necessary to accurately pinpoint out-of-state target areas.

Further coordination with Alumni Relations and Admissions will also help to identify additional out-of-state target markets as well as areas within the state with excellent alumni participation.

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