Turtle Bay, Kenya

Our report aimed to provide a clear picture of the characteristics of the Turtle Bay visitors from the Turtle Bay data file provided, based on analysis by the MOSAIC UK classifications and supported by the MOSAIC UK Geographical Analysis of Origin. A profile analysis was conducted on 2 levels: a Count Analysis and a Penetration Analysis. The Count Analysis is good for a simple look at who your visitors are from an ‘actual numbers visited’ perspective, whereas the Penetration Analysis is ideal for targeting marketing campaigns, as it shows you the types of visitor that have ‘above national average’ numbers visiting and means that people in these groups are more likely to visit than other types. Marketing campaigns targeted at these groups should bring in a higher response rate. The Count analysis revealed that most Mosaic groups and types are represented in the Turtle Bay database. The Penetration analysis revealed that there is a number of Mosaic groups and types that were represented higher in the Turtle Bay database than represented on average in the UK. The Geographical Analysis of Origin showed the majority of Turtle Bay visitors originated from within the South East, East region and London, with 51% coming from these areas. There was a low representation from N. Ireland, the North East, Wales and Scotland, which fits the pattern of UK airport uplift. This geo-demographic customer profiling of the Turtle Bay visitor database was intended to provide an insight into what type of people are visiting the destination and where they travel from. Having this information allows Turtle Bay to promote and market with increased efficiency and effectiveness, due to marketing to specific market segments, which in turn would increase the likelihood of a greater return on investment from subsequent marketing and promotional campaigns.

The MOSAIC UK classification system is used to achieve this and generated a report from the Turtle Bay database provided. This system operates by processing UK postcodes supplied and matching them to geographical areas within the country. These areas are split into 61 different categories, known as the MOSAIC UK 61 Classifications, and are done so by using information from the Government Census and actual research that determines attributes such as income, family stage, newspaper readership, Internet usage and also behaviours such as hobbies, interests and direct mail responsiveness, for example. Each customer in their database was placed in one of these 61 classifications based on these attributes thus how the profile was compiled. Our report has provided detailed profiles of the Turtle Bay database. This information was then used to increase the likelihood of success for future marketing campaigns along with recommendations for a specific mailing campaign. It is also beneficial to the business as a whole to know who their customers are, what type of people they are, their interests, and where they come from, in order to develop their product or service.Profiling their enquires and booking records can form the starting point in planning any marketing campaigns or strategies as the results can feed into all forms of promotion to help target specific segments more effectively. We recommended that they should combine the insight from this report with other supporting research.