AMS Planning & Research (AMS) was engaged as a subcontractor to LaPlaca Cohen to conduct secondary research on The New York Botanical Garden’s (NYBG) audience and donor database to identify target segments for the development of strategic marketing decisions and brand positioning.
A large component of the work was focused on defining a total market area for the NYBG. After defining the market, AMS analyzed market penetration and potential in the marketplace in terms of aggregate visitors, as well as distinct visitor subgroups. The market potential was calculated utilizing the PRIZMNE segmentation system developed by the Nielsen Company. The PRIZMNE segmentation system defines households in the United States into one of 66 distinct segments based upon key socio-economic variables. After determining penetration and potential within the marketplace, a cross-over analysis was utilized to determine the best Zip Codes for which the NYBG could direct their marketing efforts.
AMS has subsequently been engaged by the NYBG to refresh the data file analysis findings, redefining the data into Prizm® Premier’s 68 segments, and providing further strategic marketing advice.