If an organization wants to reach a different mindset/demographic, how does it do so? It begins by understanding its own position - how its clients view the firm. The next step is knowing the mindset of the new target and how it thinks about money, investing, and what it wants out of life. For this wealth management firm, CZ designed a research process to capture the current position of the firm. CZ also conducted prospect interviews with the target mindset/demographic that the firm wanted to reach. CZ identified the new mindset and created a Playbook (messaging and marketing activities) to reach the new market.
Over the course of a full year, CZ conducted a visitor study for The Morton Arboretum. Data was collected at the Arboretum during the four seasons to identify the differences of visitors in each. CZ conducted an analysis of the data, integrating gate attendance data into the analysis. One of the key insights from the year-long study was that sun (sky, not weather) was the biggest predictor of attendance. CZ also identified online habits of prospects and recommended a strategy to refocus the organization's outreach efforts.