Club60

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Club60

• On-line loyalty scheme for learners aged 60 and
  over

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Club60

• NOTES
• Why?
• Data indications solid core of older affluent
  learners (MOSAIC Experian data used routinely
  to profile all).
• Reduce the universal concession operated by the
  Local Authority 40 down to 20 on selected
  programmes (no concession on many).
• Increase fee income from those most able to pay.
• Benefits of the Scheme
• Benefits to customers
• Accrued reductions on future spend the more you
  buy the more you save - only available for
  on-line purchase.
• All new members 12 free PAYG vouchers to try new
  courses (encourage future enrolment).
• Access to special member only offers and
  news/events.
• Advance information ahead of non-members.
• Benefits to the organisation
• Opportunity to target market and plan provision
  access to greater information about individuals
  and choices/ buying habits via web analytics.
• Increase on-line transactions (organisational
  saving, Govt priority) .
• Increased income.
• Increased loyalty.

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Club60 membership website
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Club60 membership website

• NOTES
• Approach
• Test assumptions/attitudes identify the habits,
  behaviours and interests of older learners (and
  non learners) and attitudes towards pricing,
  decisions to enrol and added value.
• Extensive research, primary and secondary
  quantitative and qualitative learners and
  non-learners (including learner focus groups,
  surveys etc)
• Price sensitivity
• Use of and attitudes to on-line purchasing
• Loyalty schemes
• Competitor analysis
• The research clearly indicated that the idea of a
  membership scheme that offered tangible benefits
  would be seen as a positive move by Kent Adult
  Education customers in the 60 and over age group.
• Learners were also consulted about the potential
  name of the scheme and the artwork, image, style
  and feel of the scheme.
• The name Club 60 was the final choice.

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Campaign collateral - migration
DM letter Postcards
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Campaign collateral - migration
NOTES 10,000 learners 60 37 conversion NB
on-line and over 60s
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Campaign collateral - In - centre
Hand-outs, posters pull-up banners
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Campaign collateral - acquisition
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Campaign collateral - acquisition
NOTES Tele-marketing, direct mail 18 conversion
joined Club 60
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Club 60 members

• Buy more
• of a higher value
• and more frequently

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Club 60 members

• NOTES
• Targeted marketing in 2 months May-July 12 led to
  a 16 increase in purchasing from Club 60 members
• Average spend has increased
• Total value of courses has increased by 118
• The number of courses an individual will buy is
  9 higher than those that weren't members last
  year

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Club60

• CLT Implications and Next Steps

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Club60
NOTES Outcomes from the full evaluation will
inform future plans and indicate opportunities
for any further research and action. Potential
actions Aim to involve members in shaping
future provision. To maximise links into the
wider community by leveraging connections with
the emerging Community Learning Trust in Kent in
order to extend the benefits to under-represented
groups, reinvestment of plus, and to develop
additional benefits for existing members e.g.
online community reducing bureaucracy partner
links to adjacent markets and additional benefits
and information for those aged 60. Sharing
research with partner organisations in Kent.