Marketing Database Review 2013

Overview• To impartially review all schools

websites in act.• 3 main aims were to rate design and

usage of all websites, establish PrimarySites accurate market share and to identify our competitors share and performance in the market.

How did we do it?• Every record in ACT was visited and

updated with the required info.• A rating score of 1-4 was given to

each site for design and usage, also each LA and current provider was recorded.

Design Samples

1 2

3 4

The Analysis• Design and Usage totals by %• Design Analysis by Key Competitor• Usage Analysis by Key Competitor• Market Share by Key Competitors• 2012 vs. 2013 Analysis• Sales Focus for 2013/2014

Design and Usage TotalsDesign1 - 9.19% 2 - 50.76% 3 - 31.50% 4 - 8.55%

Usage1 - 13.77% 2 - 36.21% 3 - 35.01% 5 - 15.01%

E4Ed

ucation

Editu

re / D

B Primary

Eschools

Green Sc

hools Onlin

e IK

Joomla CMS (

record

provider)

Moodle CMS (

record provid

er)

Primary

Site

SchoolsO

nline

SchoolsW

ire

SchoolW

ebsit

e

Weban

ywhere

/ Sch

ool Jotter

Wordpress C

MS (rec

ord provid

er)4 7 3

1457 9 4 11 1 3 28 33

58

83

5925

656

120

166

249

340

143

102

974 357345

115

193

128

10

77

14

963

27

58

190

458 206156

331

88

2 3

763

1

5528 6

Design Analysis by Key Competitor

1 2 3 4 (blank)

E4Ed

ucation

Editu

re / D

B Primary

Eschools

Green Sc

hools Onlin

e IK

Joomla CMS (

record

provider)

Moodle CMS (

record provid

er)

Primary

Site

SchoolsO

nline

SchoolsW

ire

SchoolW

ebsit

e

Weban

ywhere

/ Sch

ool Jotter

Wordpress C

MS (rec

ord provid

er)

31 18 10 4117 28 19

42

103

22 32 143 64

145

87

98

56

372 87108

248

155

57 103638 240

258

88

126

96

244 75

57

784

91

100 160

580 242

129

1552

85

77 16 7

905

29 24 54127 56

Usage Analysis by Key Competitor

1 2 3 4 (blank)

No Website11.98%

Other Company 36.29%

Unknown18.51%

E4Education2.49%

Editure / DB Primary0.92%

Eschools1.26%

Green Schools On-line

1.07%

IK3.58%

Joomla CMS (record provider)

0.91%

Moodle CMS (record provider)

0.88%PrimarySite

8.75%

SchoolsOnline1.67%

SchoolsWire0.90% SchoolWebsite

1.55%

Webanywhere / School Jotter6.58%

Wordpress CMS (record provider)2.66%

Market Share by Key Competitor

E4Education

Editure / D

B Primary

Eschools

Green Schools O

nline IK

Joomla CMS (reco

rd provider)

Moodle CMS (reco

rd provider)

PrimaryS

ite

SchoolsO

nline

SchoolsW

ire

SchoolW

ebsite

Webanywhere / S

chool Jo

tter

Wordpress CMS (

record provid

er)

1.77%

0.20% 0.30% 0.74%

5.76%

0.40% 0.50%

5.76%

1.77%

0.20%0.74%

6.51%

1.86%2.49%

0.92%1.26% 1.07%

3.58%

0.91% 0.88%

8.75%

1.67%

0.90%1.55%

6.58%

2.66%

2012 vs 2013 Main Competitor Analysis2012 2013

Sales Focus for 2013/2014Local Authority Total Websites PrimarySite PS % No Website 1 2

Leicestershire County Council 216 22 10.19 2 5 78Lincolnshire County Council 296 44 14.86 15 15 109

Nottinghamshire County Council 241 67 27.80 26 9 107

• Using the various tables and charts, sales can now strategically focus on an area that we are going to hit.

• The table above gives us a clear indication of our foot hold in a specific LA. It also shows us our priority focus of schools with:

• no website• design scores of 1 & 2.

• We can use this for various initiatives, including LTM’s to really pinpoint the schools we feel we can help.

• This will also assist us with future campaigns and ideas for generating new enquiries for the business.

The Positives…87.22%

Of our websites

Rated a 3 or 4

for design

85.35%Of our websitesRated a 3 or 4 for usage

2.17%Market Share ahead

Of our nearest competitor

…And FinallySince 2012

We have increased our Market Share by 2.99%

…Compared to Webanywhere’s0.07%