Club60 On-line loyalty scheme for learners aged 60 and over

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.

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.

Campaign collateral - migration DM letter & Postcards

Campaign collateral - migration NOTES 10,000 learners % conversion – NB on-line and over 60s

Campaign collateral - In - centre Hand-outs, posters & pull-up banners

Campaign collateral - acquisition

NOTES Tele-marketing, direct mail 18% conversion – joined Club 60

Club 60 members Buy more of a higher value and more frequently

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

Club60 CLT Implications and Next Steps

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.