research strategies for building university brand · 2009. 7. 14. · key drivers of brand...
TRANSCRIPT
Research Strategies for
Building University BrandBuilding University Brand
UK Institutional Research
Conference
July 2009
Rationale for Committing to
Brand Development in Brand Development in
Higher Education
Aspects of a Strong Brand
� A name that has become a recognized carrier of authentic expectations and promises.
– Products, people, universities.
� A set of stated or implied promises and expectations that accrue to all who will expectations that accrue to all who will “experience” an organization or its offerings.
� A cornerstone upon which to inspire confidence, cohesion, and community.
� A portfolio of valuable assets to be managed.
� Everything that defines a university’s offerings and distinguishes it from competitors.
Some level of acceptable internal
identity is needed before a
university can successfully market a university can successfully market a
brand image externally.
People want to be asked what
they think. Doing so reminds them
of what makes their university
special. special.
They also need to know their views
were actually heard and had some
impact on building brand.
Cognitive and Affective Domains
= ACTION
Building a Sense of Identity
Provost
Schools/Deans
Departments,
Centers, Programs
Admissions and Financial Aid
PresidentCampus
Programs
Admissions and Financial Aid
Student LifeUniversity
Identity
Capital
Projects and
Planning
Trustees
Translating Identity into
Branding Strategy
Prospective
Students
MarketingUniversity Identity Parents
Other
Stakeholders
Benefits of a Strong Brand
� Builds demand, leading to higher enrollment of students well matched with the university.
� Fosters closer, ongoing relationships with key constituencies, resulting in higher student retention, alumni engagement/support.
� Commands a higher price based on higher perceived� Commands a higher price based on higher perceivedvalue.
� Creates focus and clarity; differentiates and positively positions the university among competitors.
� Weathers changing conditions and crises.
� Guides more targeted, consistent, and cost effective communications.
Tools for Implementing Tools for Implementing
Research-Based
Brand Development
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Key Drivers of Brand Development
Internal Research
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
© Maguire Associates, Inc.
External Research
Who We AreMission, Vision, Values
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Who We Are –A reaffirmation of the university’s mission
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
university’s mission and values; and an updating of the vision
for the future – the key drivers for authentic branding.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Role of Research –How key constituencies
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
constituencies perceive the university and its offerings balances how the university perceives itself – and
identifies critical gaps.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Key Attributes –Positive character and personality
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
and personality traits authentic to the university.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Core Capabilities –Competencies that serve as the basis for
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
serve as the basis for setting and delivering on expectations of the university’s key audiences.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Credible Promises –Those promises and created expectations
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
created expectations that audiences can rely on and that differentiate you from other institutions.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Competitive Analysis – The process of
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
process of benchmarking and assessing the university relative to current competitors and aspirant schools.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Positioning – A statement of how the university or its
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
the university or its offerings are positively and uniquely situated within the universe of competitors.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Messaging System – A verbal identity system through
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
system through which a set of key messages (and proof points) reinforces the brand and positioning of the School in all communications.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Proof Points – An accumulating set of quantitative and
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
quantitative and qualitative outcomesthat validates your brand promises.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Visual Identity System – The graphic building
blocks (school seal,
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
blocks (school seal, colors, typeface, imagery, writing style) that reinforces the brand and provide a consistent look and feel across all materials.
Proof
Points
Visual Identity
System
Key
AttributesPRISM
Marketing/
Communications
Plan
Internal Research
Marketing / Communications Plan – The planned, integrated mix of
Key Drivers of Brand Development
© Maguire Associates, Inc.
Positive
Positioning
Attributes
Credible
Promises
Core
Capabilities
PRISM
Message
System
Competitive
Analysis
External Research
Who We AreMission, Vision, Values
integrated print, digital, and interpersonal communications intended for various key audiences over time to motivate desired actions.
Brand Research ExamplesBrand Research Examples
Awareness & Familiarity Measures
� Unaided Awareness
– When you think of post-secondary, what university comes to mind first? What other colleges come to mind?
– Open-ended responses are coded.
� Aided Awareness
– Have you heard of [name of – Have you heard of [name of university]?
� Familiarity
– How familiar are you with [name of university]?
– Scale: (1) Not at All Familiar to (5) Extremely Familiar
– How much do you know about [university]?
– Scale: (1) Know Name Only to (5) Know Very Well
Brand Attitudes/Favorability
Att
itu
de
Prospective
Students
Positive
4
5
6
Att
itu
de
Negative0
1
2
3
4
2006 2007 2008 2009
College 1
College 2
College 3
College 4
Brand Associations
� Please rate the extent to which you associate the following word(s) or phrases with [university].
� “Selective,” “On the Rise,” “Friendly Atmosphere,”
Students ParentsFaculty &
Staff
Selective 4.21 4.30 3.90
Large 4.15 4.16 4.07
Well-Known 4.08 4.01 4.26
Top 3 Mean RatingsInternal Audiences
“Friendly Atmosphere,” “Large,” “Innovative,” “Expensive,” “Inclusive,” “Well-known,” “Elitist,” “Party School.”
� Scale: (1) Not at All to (5) Very Much
Expensive 3.87 4.23 4.12
ProspectsProspect Parents
Alumni
Large 3.87 3.77 3.93
Expensive 3.75 4.10 3.84
Elitist 3.62 3.68 3.22
Well-Known 3.23 3.45 4.05
Top 3 Mean Ratings
External Audiences
Satisfaction with Sample University
in Meeting Educational Goals
4.08
4.10
4.16
4.29
4.52
4.27
4.30
4.29
4.56
TO ADVANCE CAREER/OBTAIN A JOB PROMOTION
To learn about the latest research in the field of education
To improve performance as a professional
To pursue personal interests in the field
To obtain an advanced degree in the education field
3.64
3.75
3.92
3.98
4.20
3.45
3.81
3.69
3.96
4.08
3.73
1 2 3 4 5
To fulfill continuing education requirements
To develop new or existing research skills
To increase current/future salary
To obtain a professional certification/licensure
TO PREPARE FOR/MAKE A CAREER CHANGE
TO ADVANCE CAREER/OBTAIN A JOB PROMOTION
Scale: 1 = Not at All Satisfied to 5 = Extremely SatisfiedAs a Master's Student
As a Doctoral Student
Satisfaction with Alumni Activities
28.4%30%
40%
50%
Master’s Student Mean Rating = 3.80
Doctoral Student Mean Rating = 3.55
16.8%
8.9%
4.1%
14.9%
6.9%
20.1%
0%
10%
20%
1 = Not at All
Satisfied
2 3 4 5 6 7 =
Extremely
Satisfied
Other Key Brand Research Dimensions
� Price Premium– You indicated that your least preferred school is [school] and your most preferred
school is [university]. Would you be willing to pay [x% more] for [most preferred school] than for [least preferred university]?
� Feature Associations– To what extent do the following phrases apply to [university]?
– Examples include: prestigious reputation, high-quality teaching, safe campus.
� Distinctiveness� Distinctiveness– Which statement describes your feelings toward [university] relative to other
schools?
– Response options: genuinely different than all; genuinely different than most; basically same as most; basically same as all.
� Loyalty– Assuming similar price and that you are admitted, which university would you most
prefer to attend?
– Response options for a pre-selected competition set.
� Advocacy– Overall, how likely would you be to recommend [university] to a friend?
– Scale: (1) Definitely would not recommend (5) Definitely would recommend
“Give me the freedom of a tight “Give me the freedom of a tight strategy.”
Normal Berry