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Characteristics
·Age over 21
·Attends college or university to begin undergraduate degree after leaving school some years
·Postgraduate students
·Non-gender distinction

Psychographic
·People who want have an appropriate work-life balance
·Lack of confidence
·Some students will facing the problem of graduating from college and going to graduate school or finding a job
·Uncertain income
Frustrations
·Lack of academic preparedness
·Mental health: stress and anxiety
·Will affect their efficiency of their job or business
·Funds

Targeting
·1400 leading academics participated in the study of neuroscience
·Also promoted on UCAS with more and more students interested in neuroscience

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Characteristics

Age 18-20

Full time student, in or starting university

Non-gender specific

On a low income

Wants and Needs

Easily accessible information

Mental health awareness

To belong (friendships, groups, societies)

Technology usage in formal and informal education systems

Frustrations

Mental health struggles, including stress anxiety depression

Debt

Academic performance

Finding a job

Targeting

54 Courses and apprenticeships from 18 providers including and relating to applied neuroscience listed on UCAS

Best Global Universities for Neuroscience and Behaviour in the United Kingdom - UCL, Cambridge, Oxford, Imperial college, Edinburgh

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ANA:

Educational Neuroscience

Organisational Neuroscience

Nutritional Neuroscience

Neuroscience and Mental Health

Behavioural Neuroscience

Neuroscience for Researchers

Neuroscience for Health Professionals

Neuroscience for a Healthy Brain and Body

Neuroscience for Parenting

IAAN: Promoting the development, registration and professional practice of applied neuroscience
BAN: Making connections across the industry to help define and realise the future of neuroscience. BNA is the largest UK organisation of its kind, supporting and promoting neuroscience and neuroscientists.
ANSA: promotes education and professional excellence in the fields of Applied Psychophysiology, Neurotherapy and Nutrition seeking to obtain broad acceptance of this combination of disciplines as a viable treatment approach in mental health.
SAN: SAN aims to advance neuroscience knowledge and its innovative applications

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1. we should educate and inform organisations about the benefits of neuroscience for mental health. This could include blog posts, infographics, videos, webinars, and other types of content that are informative and engaging.

2. Utilise social media: for ANA we should also use social media to spread its message and engage with its target audience. This includes creating social media profiles on platforms like Twitter, Facebook, and Instagram, and regularly sharing content and updates.

3. Host events: ANA could also host events like conferences, seminars, and workshops to bring together people interested in neuroscience for social good. These events could feature speakers, panel discussions, and other activities that promote the benefits of neuroscience for mental health.

4. Leverage influencers: ANA could also partner with influencers in the mental health space to help spread its message and reach a wider audience. This could include bloggers, vloggers, and social media personalities who are passionate about mental health and willing to promote ANA's message.

5. Measure and optimize: Finally, ANA should regularly measure the success of its marketing efforts and optimize its strategy accordingly. This includes tracking metrics like website traffic, social media engagement, and event attendance, and using that data to make informed decisions about future marketing activities

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Targeting B2B education and B2C students

Huge consumer base for educators: universities - opens them to students aswell - educators of neuroscience are linked to research and the industry so this can be a two way relationship that ANA wants to create - ‘Building the biggest neuroscience network’

Students with courses in neuroscience and young people in general are more focused on mental health post pandemic

+ rise in the interest in neuroscience-based cognitive therapy which he discusses

Their goal is to make neuroscience information accessible and bridge the gap between research and practice so both these groups are equally important in their positioning

Customer personas

1. The educator

2. The student

Should be marketed towards differently

For educators/universities, the marketing route could be …

Differentiated/concentrated ; reaching out directly to the best universitities for Neuroscience and Behavior in the United Kingdom (short term) and then abroad (long-term), advertisement on ucas,

For students, the marketing route could be …

Undifferentiated mass marketing; creating a stronger social media presence (right now only on facebook and twitter), design an app,

Utilise Mental health awareness month (May 2023) to push the knowledge of ANA, nationwide there will be events including charity events, workshops etc which ANA ambassadors can be at

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Put ANA case studies in some technology magazines, website which possibility attract  target business (some investors and enterprises )interested in this field( universities, education health care)
short term: At the beginning of the school year, we collaborate with various clubs to distribute pens with neuroscience inscriptions, which can be printed with a QR code and the official website.
Long term: Regular neuroscience talks in collaboration with the school's mental health department, with new research findings.
Each school should also maintain close contact with each other and regularly share content of interest and research findingsB2C:
ANA is focus on everyone it can also attract people who interested in neuroscience and ANA is also provide some learning courses, they can become ANA members.

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- advertise physically (i.e.: Tube adds on elevator ?) and online (social media, NHS ?)
- short and long term campaign:
- short: launching offer to individuals and organisations
- long :

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• ANA is the only organisation of its kind.
• It aims to collaborate with and create a collaborating space for its competitors.
• A global society of neuroscientific research and its application that did not exist before.
• They have a divided their customers into different categories ranging from health professionals to corporate org.
• Marketing Mix
• 4 Ps: Product  -  Price  -  Place  -  Promotion
• They give the latest insights related to neuroscience on their website – this could be shifted to their social media

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Customer profiling (organisation:

The Applied Neuroscience Association (ANA) is a non-profit organisation with a mission to promote and support the development of applied neuroscience technologies and their use in clinical and educational settings (Remley, 2017)

ANA’s services include providing educational materials, offering professional development and training opportunities, and hosting conferences. ANA’s target audience is mostly comprised of professionals including educators, healthcare providers, and researchers, who are interested in the application of neuroscience technologies. ANA also works to promote collaboration and knowledge sharing between applied neuroscience professionals and promotes the development of new technologies for the field. Furthermore, ANA is committed to providing resources to institutions and organizations that want to increase their knowledge and understanding of neuroscience technology applications. In this way, ANA works to ensure that applied neuroscience technology is used to its fullest potential in order to benefit individuals and society.

demographic information, medical history, physical assessment, and cognitive assessment.

Demographics:

Organisation, firms offering services, etc.

Industry: applicable to all sectors

Psychographics:

Working age population

Various interest in life, as each individual is different

However, a personalised support is unlikely

As organisations of large scale will be asking for “help”

Geographic:

Location: UK (at first —> can be then deployed further out once results proven)

Goal/needs:

an invaluable tool for businesses looking to increase their customer base.

can be used to create a comprehensive picture of customer preferences and behaviors, which can then be used to develop effective strategies for customer engagement.

By engaging neursocientific methods, such as coaching, to help their employees, firms are securing “loyalty” form their employees and also getting to know their own target audience better.

enable the business to gain an understanding of the needs and wants of their target audience.

helps provide an engaging and comprehensive database of knowledge, giving members an opportunity to take a closer look at neuroscience.

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To create a successful proposition template we will need to know what potential clients would want to achieve through the application of neuroscience in their organisation. As well as this the organisation itself would have to ask its employees what they would like to achieve through applied neuroscience.

From this ANA will be able to decide what benefits it can offer the organisation with its desired goals and prove its uniqueness in the market.

Given how expensive a neuroscience course is for an individual ANA may stand out to clients as it is a much more cost effective way to systematically aid their companies using neuroscience

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Within an organisation people may need the knowledge provided by ANA to help deal with depression and anxiety

Neuroscience related to cognitive behavioural therapy - (something ANA focuses on) can be used to help get over drug addiction.

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Majority of alternatives are much higher price for the individual. Given the current state of inflation and the lack of rises in wages people are less inclined to pay higher prices.

Mental health is much more relevant in the covid era. Adults aged 18 and over reported a clinically significant level of psychological distress increased from 20.8% in 2019 to 29.5% in April 2020, then falling back to 21.3% by September 2020.

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ANA envisions their competitors as potential partners in delivering ressources globally

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The only professional representative body for AN across an interdisciplinary community for multidisciplinary research area that is GLOBAL

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Need to make sure the work published by AMA comes from IRB approved resources.

The IRBs can approve research proposals, make modifications, or disapprove them entirely. Research projects cannot receive federal funding without approval from an IRB.

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Technology trends and changes in them affect the way all business interact with their target consumer base- recent technological advances that affect AMA include:

Innovative marketing; on social media- interacting, advertising; Hosting events

Collaborating with trending sites

Value of apps for start-ups eg for upselling, direct communication, push notifications, loyalty etc

Big-data platforms for in-depth monitoring and analytics

Customer behaviour changes

‘23 tech changed impacting business; AI solutions, Internet of Things, VR and AR, 5G impacting network reliability speed and capacity

^ in PESTLE analysis , these factors fit into the obvious technological factor as these are new capabilities -  it also affects the social as technological advances such as the way we pay (Apple Pay) and the marketing techniques that appeal most to us (social media) are becoming social norms - it also affects legal because all these changes need to regulated

^ the central issue for the product in terms of technological trends is that AMA is newly established and they haven’t yet incorporated these things/ aren’t up to date with the technological norms (in terms of marketing, payment, big-data to monitor analytics, platform etc)