B09 Empty-Nest Adventure C10 Wealthy Landowners
23 37
1.0 1.6 0.0 0.0 0.0 0.5 0.0 0.0 0.0 4.2 1.7 0.5
812 630
1.5 1.2 0.0 0.0 0.1 0.6 0.0 0.0 0.0 6.0 2.5 0.5
2.8
65
5.9 136
C11 Rural Vogue
0 0 0
6 0
0.0 0.0 0.0 3.8 0.0 0.0 0.0 3.1 2.9 4.3 3.6 2.1
0 0 0
C12 Scattered Homesteads C13 Village Retirement
55
SAMPLE CLUB
SAMPLE CLUB
D14 Satellite Settlers
12
320
87
D15 Local Focus
0 0 0
0 0 0
0 0 0
D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents
100
3,243 1,363
71 68 98 82
40 11 21 23
YOUR AREAS OF STRENGTH – MOSAIC TYPES We now turn to Mosaic types for a more detailed understanding of who your members are. Once again, the chart below shows actual numbers and % accounted for by each Mosaic type, both in your membership and in the total catchment population. It then goes on to establish your facility’s penetration rate and how you index for each Mosaic type. As with the groups, this shows who you appeal to and how well you’ve penetrated those Mosaic types so far. By looking at the penetration rate and index, it also nods to how much more opportunity there might be within those types – where it might be a comparatively easy win to push your penetration a few percentage points higher. Any type indexing over 100 means they’re over-represented in your membership compared to the catchment norm; when you hit an index of 200+, you really want to sit up and take notice!
258 590
E21 Solo Retirees MOSAIC TYPE PROFILE OF MEMBERS (continued) Sample Club 0.9 1.0 1.1 2.0 F22 Boomerang Boarders 1,113 3,130 48 170 5.4 125
Target: F25 Dependable Me F23 Family Ties F24 Fledgling Free
7.2 0.0
5.8 0.1 1.1 3.6
1
49
2.0 2.4
47 56
Members within 10 minutes’ drive 14 0.6 574
Base: G26 Cafés and Catchments G27 Thriving Independence G28 Modern Parents Mosaic Type G29 Mid-Career Convention H30 Primary Ambitions H31 Affordable Fringe H32 First-Rung Futures H33 Contemporary Starts H34 New Foundations
87
3.7
1,952 5,711
4.5 103
Adult (15+) population within 10 minutes’ drive
384
16.3
10.5 6.7 155
30 58
1.3 2.5 6.6 0.1 0.3 2.4 0.0 4.1 4.2 0.0 0.0 0.0 0.0 0.0 0.6 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 1.1 0.7 0.0 0.0 0.0 0.0 0.2 0.0 0.0 0.8 9.7 0.0 0.0 3.9 0.0 0.0
588
1.1 2.0 6.4
5.1 118 5.2 121 4.5 103
Target
% Base % Pen Index
1,105 3,482
156
2 8
13
0.0 15.4 355
202 874 118
0.4 1.6 0.2 3.0 4.5 0.0 0.0 0.0 0.0 0.2 0.8 0.0 0.0 0.0 0.4 0.0 0.0 0.1 0.1 3.0 0.6 0.0 0.0 0.0 0.0 0.2 0.0 0.0 1.1
4.0
91
56
6.4 148
0
0.0
0
H35 Flying Solo
96 98
1,657 2,465
5.8 134
MOSAIC TYPE PROFILE OF MEMBERS Sample Club
I36 Solid Economy
4.0 0.0 0.0 0.0 0.0 0.0 3.0 0.0 0.0 0.0 1.5
92
I37 Budget Generations I38 Economical Families I39 Families on a Budget
0 0 0 0 0
0 0 0 0
0 0 0 0 0
Target:
Members within 10 minutes’ drive
J40 Value Rentals
Base:
Adult (15+) population within 10 minutes’ drive
J41 Youthful Endeavours J42 Midlife Renters J43 Renting Rooms K44 Inner City Stalwarts
98
13
437
69
Mosaic Type
Target
% Base % Pen Index
0 0 0 3 1 0 0 0
0 0 0
0 0 0
0
50
100
150
200
K45 City Diversity
A01 World-Class Wealth A02 Uptown Elite A03 Penthouse Chic A04 Metro High-Flyers B05 Premium Fortunes B06 Diamond Days B07 Alpha Families B08 Bank of Mum and Dad B09 Empty-Nest Adventure C10 Wealthy Landowners
1 4 0 0
0.0 0.2 0.0 0.0 2.8 2.8 6.5 9.9 1.0 1.6 0.0 0.0 0.0 0.5 0.0 0.0 0.0 4.2 1.7 0.5 0.9 1.0 7.2 0.0 0.6 3.7
49
0.1 0.8 0.0 0.0 5.1 3.9 5.4 8.3 1.5 1.2 0.0 0.0 0.1 0.6 0.0 0.0 0.0 6.0 2.5 0.5 1.1 2.0 5.8 0.1 1.1 3.6
2.0 0.9 0.0 0.0 2.4 3.0
47 20
K46 High Rise Residents K47 Single Essentials K48 Mature Workers L49 Flatlet Seniors L50 Pocket Pensions
199
35
453
17
5.9 136
0 0
0 0
0
0.0 0.0 0.0 1.6
0 0 0
59 65
67 65
2,792 2,134 2,959 4,533
55 70
L51 Retirement Communities L52 Estate Veterans L53 Seasoned Survivors M54 Down-to-Earth Owners M55 Back with the Folks
26 16
1,612
37
154 234
5.2 120 5.2 119
323
5.0 114
0 0 0 0 5 0 0
0 0 0 0
0.0 0.0 0.0 0.0
0 0 0 0
23 37
812 630
2.8
65
5.9 136
C11 Rural Vogue
0 0 0
6 0
0.0 0.0 0.0 3.8 0.0 0.0 0.0 3.1 2.9 4.3 3.6 2.1
0 0 0
M56 Self Supporters N57 Community Elders N58 Culture & Comfort N59 Large Family Living N60 Ageing Access O61 Career Builders O62 Central Pulse O63 Flexible Workforce O64 Bus-Route Renters O65 Learners & Earners
C12 Scattered Homesteads C13 Village Retirement
108
4.6 107
55
23
0.0 0.0 3.4
0 0
D14 Satellite Settlers
12
320
87
0
D15 Local Focus
0 0 0
0 0 0
0 0 0
20
584
79 96
D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents
229
5,508
10.1 4.2
0 1
0
0.0 0.2 3.8 0.0 0.0
0.0 1.1
0
100
3,243 1,363
71 68 98 82 48
95
24
40 11 21 23
91
2,061
4.4 102
258 590
0 0
0 0
0.0 0.0
0 0
E21 Solo Retirees
O66 Student Scene
F22 Boomerang Boarders
1,113 3,130
F23 Family Ties F24 Fledgling Free F25 Dependable Me
170
5.4 125
Total
2,357
- -
54,419 - -
4.33 - -
1
49
2.0 2.4
47 56
14 87
574
G26 Cafés and Catchments G27 Thriving Independence
1,952 5,711
4.5 103
384
16.3
10.5 6.7 155
G28 Modern Parents
30 58
1.3 2.5 6.6 0.1 0.3 2.4 0.0 4.1
588
1.1 2.0 6.4
5.1 118 5.2 121 4.5 103
G29 Mid-Career Convention
1,105 3,482
H30 Primary Ambitions H31 Affordable Fringe
156
continued overleaf
2 8
13
0.0 15.4 355
MEMBER INSIGHT REPORT H32 First-Rung Futures
202 874 118
0.4 1.6 0.2 3.0
4.0
91
MEMBER INSIGHT REPORT
20
21
H33 Contemporary Starts H34 New Foundations
56
6.4 148
0
0.0
0
H35 Flying Solo
96
1,657
5.8 134
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