Know Your Market

Shared Candidate Reports

Sent to members each October, these reports give admission offices an exact picture of where (to which other schools) last year’s students sent their SSAT scores.

In other words, for all students who requested that a test score be sent to your school during the previous testing season, SSATB provides a study showing all the other schools to which these test takers also sent their scores. Designed to offer a competitive perspective, shared tester reports provide admission professionals with additional contextual data which not only inform the admission process, but also assist the admission office in communicating a school’s unique character and benefits vis-à-vis its competition.

Market Reports

Market Reports, based on the Mosaic cluster system of identifying groups of like consumers, can help schools understand their tapped and untapped student markets. Mosaic Reports answer four important questions:

  • Who are current/potential customers?
  • What are their lifestyles like?
  • Where do they live (and where can I find more like them)?
  • What media is best to reach them?

The report includes:

  • Data on your SSAT overlaps: students who sent scores to your school and at least one other school
  • Your SSAT score averages
  • Your Score Report Volumes
  • A multi-year perspective on the number of score reports sent to all SSATB member schools in your region
  • Census data on the top 5 neighborhoods in your state containing 09-10 SSAT test‐takers
  • For U.S. members, the report also shows a breakdown of score reporters to your school in MOSAIC terms. MOSAIC is geodemographic segmentation system that defines 12 major socio‐economic cohorts and 60 major population clusters defined by similar backgrounds, interests, values, and consumer habits.

    View a sample report.

Regional Reports

A Market Report for regional groups of schools can help inform collaborative marketing efforts. This type of report not only provides information and analysis about the current shared candidate pool but offers specific recommendations for next steps. Imagine fine-tuning your regional association website knowing who your audience is, advertising in specific publications that you know your target audience reads, or knowing in which zip codes you can find more students like the ones you are seeking…

Shared Candidate Report (View a sample)

The Admission Search Initiative

Pencils

Looking for some new faces? Be sure to budget for the Admission Search Initiative this year – this highly targeted list service provides eligible schools with contact information for families in their specific market area with school-age children and qualifying incomes.   In addition, the ASI list includes SSAT test registrants who have agreed to be included – these are students who already have an interest in independent schools.  

How can you use the ASI? Our members have used it to send view books, specialized introductory letters, notices about open houses, summer programs, late openings, and much more. Why not use it to help publicize a school fair, or send along a piece detailing the accomplishments of current and former students? Your creativity and imagination are the only limits. If you enroll just one student that would not otherwise have considered your school, you will more than pay for this service.

Take advantage of SSAT’s specialized knowledge and exclusive access to your target market – include the ASI in your admission marketing budget and make your communications work for you!

For more information on the Admission Search Initiative, please contact Linda Hofmann, SSATB Research Analyst: .