www.simpsonscarborough.com using research to inform and drive your strategy purdue university july...

www.SimpsonScarborough.com

Using Research to Inform and Drive Your Strategy

Purdue UniversityJuly 30, 2009


Why Marketing Research?


Why Marketing Research?

• Because it’s the basis of marketing

• Because you are not your consumer (student, parent, alumni, donor)

• Things change


Why Not Marketing Research?

• We can’t afford it

You can’t afford not to do it


Marketing research is an investment, not a cost!

• Lifetime value of a consumer

• How many students will you need to attract to pay for the research?


You Are Not Your Customer


You Are Not Your Consumer

• How many have college degrees?

• How many years have you worked for your institution?

• How many spend more than 40 hours a week?

• How many think about work on the way in?

• How many think about work on the way home?

• How many think about work on vacation?


Things Change


Things ChangeThe School Picture Quiz


Types of Research

• Qualitative

• Quantitative


Qualitative Research (1 of 2)

• Focus groups

• One on one interviews

• Bulletin boards


Qualitative Research (2 of 2)

• Used to generate ideas

• Used to explore feelings

• Used to back up quantitative research

• Cannot be projected to a larger population


Never Ever, Ever, Ever, Ever…use focus groups to create marketing strategy


Quantitative Research

• Standard survey

• Can be projected to a larger population

• Requires a random sample

• Can be blind or open


Who Should You Research?

• Faculty/staff• High school students• Parents of high school students• Alumni• Present students• Business community• Donors• Guidance counselors


What Should You Research?

Basic• Awareness• Brand Image

• You• Your competitors

• Importance of key variables• Performance on key variables

• Of you• Of your competitors



Optional questions

• Private vs public

• Attractiveness of religious affiliation



Advanced

• Price sensitivity

• Capital campaign feasibility studies



Specific

• Retention

• Admit/non admit


PresentationA Picture is Worth a Thousand Words


Importance and Performance Overall Comparison

A C D E FB


Importance and Performance Xavier University

Quality Web Site

Recommended by ParentsStrict Entrance Requirements

Quality Varsity Athletic Programs

National Reputation

Opps for International Exposure/ExperienceRange of Community Service OppsSmall Average Class Size

Quality Literature about College

Diverse Student Body

Opps to Connect/Be Involved in Campus Community

Emphasize Ethics/Personal Values in TeachingRange of Student Social Opps

Range of Opps to Develop as a Leader

Quality Dorm & Housing FacilitiesPersonal/Individual Attention

Reasonable Tuition/Board FeesAccess to Technology on Campus

Financial Aid Available

Quality Faculty

Range of Courses/Majors Safe/Secure Campus

Quality Academic Facilities: Libraries & Classrooms

2.8

3.2

3.6

4.0

4.4

4.8

3.0 3.2 3.4 3.6 3.8 4.0

Performance

Importance

High Importance & High PerformanceHigh Importance & Low Performance

Low Importance & High PerformanceLow Importance & Low Performance


Performance Gap Between Xavier and College A

Quality Varsity Athletic ProgramsNational ReputationProvide Quality Literature about CollegeOpportunities for International Exposure/ExperienceDiverse Student BodyRecommended by ParentsBroad Range and Variety of Courses and MajorsOpportunities to Connect with and Become Involved in the Campus CommunityQuality Web SiteQuality Academic Facilities Such As Libraries and ClassroomsAccess to Technology on CampusFinancial Aid AvailableQuality Dorm and Housing FacilitiesBroad Range of Opportunities to Develop as a LeaderBroad Range of Student Social OpportunitiesStrict Entrance RequirementsReasonable Tuition and Board FeesBroad Range of Community Service OpportunitiesSafe and Secure CampusQuality FacultyEmphasize Ethics and Personal Values in TeachingPersonal and Individual AttentionSmall Average Class Size

0.740.47

0.300.27

0.260.18

0.160.14

0.120.110.11

0.040.040.03

0.010.00

-0.01-0.02

-0.04-0.06

-0.10-0.14

-0.17

-0.20 0.00 0.20 0.40 0.60 0.80


How Do You Use Research

• Create marketing strategy

• Coordinate brand strategy

• Fine tune communications


Who Should Do Research?

• Professional firms

• Lots of experience

• Expensive (but worth it?)

• You

• Qualified faculty

• Alumni/AE


Brand Building

• Is a step-by-step process

• Requires knowledge and discipline

• Involves the entire institution

• Major brands spend a lot of money on brand marketing and go to enormous lengths to maintain a consistent voice across all channels


Integration is the Process

• Begins with brand audit

• Involves a marketing team

• Ad Hoc faculty research team

• Vet the findings continuously

• Create a Micro-site where results are posted and interaction can take place

• Town Hall meetings


Phases of Brand Process

1 2 3 4 5

Strategic Review Brand AuditBrand

ComponentsCreative

DevelopmentImplementation

Plans

• Organization’s Strategic Plan: Vision/Direction/

Objectives/KRA’s• Current

Customers/Products/Partners

• Business Model (Operational, Financial, Revenue/Profit Summary)

• Market Review• Competitive Review• Current Market

Positioning• Current

Communications• SWOT Analysis

• Brand Vision• Brand Positioning• Brand Pillars• Brand Personality• Brand Experience• Brand Promise/Slogan,

Key Brand Messaging• Strategic Imperatives

• Brand Design• Brand Mandatories• Graphic Standards and

Guidelines

• Objectives• Strategies• Target Markets• Tactics• Budget/Resources• Performance Measures

Research: Management/Staff/Partner/Key Stakeholder Interviews

Research: Market/Customer Research

Research:

Strategic Validation

Research: Market/Focus Group Testing

Research:

Performance Measurement

OUTCOMES

PHAS

ERESEARC

H


Research

• Helps determine market perceptions• Helps understand perceived strengths and weaknesses• Helps set performance benchmarks• Helps develop effective approaches

“The great obstacle to progress is not ignorance but the illusion of knowledge.”


“On the whole, knowing is better than not knowing.”

Thank you!

www.simpsonscarborough.com using research to inform and drive your strategy purdue university july...

Documents

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