Keeping in touch with your Membership
 Defined
as the quantifiable statistics of a
given population.
 They
are used to identify the study of
quantifiable subsets within a given
population, which characterize that
population at a specific point in time.
 Country
 Course
of origin/cultural origin
type (UG, PG, distance learner etc)
 Spending
 Changes
power of students (effects of financial crisis etc)
in mentality (students treating their degree more
like a 9-5 job nowadays, not going out as often etc)

University for demographics on current and recent students

Epos systems or electronic loyalty schemes ingress
data for controlled events e.g. MSL, loyality scheme based on you
already retaining customer information.

Feedback interactive data capture methods (questionnaires,
online surveys etc)

Multiple resources online specific to what you are looking
at e.g. UKCISA, UNESCO for international student data
 Compare
the data you compile based on the
actual demographics of your University to
those that attend your
events/bar/outlet/building
 Highlight
 Target
areas where there are discrepancies
these areas for future development
40.0%
35.0%
30.0%
25.0%
University
20.0%
Warwick SU
15.0%
10.0%
5.0%
0.0%
2009-10
2010-9
2011-12
2012-13
50.0%
45.0%
40.0%
35.0%
30.0%
University
25.0%
Warwick SU
20.0%
15.0%
10.0%
5.0%
0.0%
2009-10
2010-9
2011-12
2012-13
 Events tailored to differing
societies, don’t make assumptions!
cultures involve
 Additional offers in outlets that are open access
e.g. differing range of products, doesn’t have to just be alcohol, for
example shisha is available from one of our bars and very popular.
 Ensure
atmosphere and Surroundings are
suitable what is your outlet saying about you? Is it suitable for
your targeted demographic?
£35,000.00
£30,000.00
£25,000.00
£20,000.00
2010-11
2011-12
£15,000.00
2012-13
£10,000.00
£5,000.00
£0.00
T1 T1 T1 T1 T1 T1 T1 T1 T1 T1 T2 T2 T2 T2 T2 T2 T2 T2 T2 T2 T3 T3 T3 T3 T3 T3 T3 T3 T3 T3
Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk Wk
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
 It
is important to have a good idea of
what you are trying to achieve i.e. are you
simply wanting to make money or provide your members with a
service?
 Don’t
flog a dead horse! Don’t be afraid to be
creative or try unconventional ideas, however always be prepared
to take a different approach; there is no need for pride in this
business!
 Understand
your membership If you understand
your potential customer base, you can take measures to increase
your actual customer base