eair conference building brand and demand: connecting university assets to student expectations and...
TRANSCRIPT
EAIR Conference
Building Brand and Demand:Connecting University Assets to
Student Expectations and Perceptions
August, 2009
Goals of the Project
Determine market expectations from higher education
Gauge prospective student perceptions of Sample University
Define the University’s most promising student audiences
Identify effective brand concepts and message themes
Distinguish audience-specific messages
Positive Impressions
Good program/school (24%) Attractive campus (21%) Community/Desirable
atmosphere (16%)
Good teachers/Student-teacher relations (15%)
Location/Good location (13%)
Negative Impressions
No response (18%) Cold (18%) Party school (16%)
Too large (15%) Drug use (12%) Too expensive (11%)
Importance of Characteristics
5.04.54.03.53.02.52.0
Qua
lity
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rsity
5.0
4.5
4.0
3.5
3.0
2.5
2.0
25
24 2322
21
2019 18
17
16
15
1413
12
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10
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8 76
543
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SAMPLE UNIVERSITYSAMPLE UNIVERSITYImportance of Characteristics Versus the University’s Quality
SAMPLE UNIVERSITYSAMPLE UNIVERSITYImportance of Characteristics Versus the University’s Quality
1. Geographic location 2. Availability of financial aid 3. Preparation for graduate/professional study 4. Employment opportunities after graduation 5. Value of education (combination of quality & cost) 6. Research and graduate study opportunities 7. Availability of internships 8. Small class size 9. Quality of desired major10. Access to a major city11. Academic reputation12. Strong sense of campus community13. Wide variety of majors and areas of study14. Campus safety & security15. Emphasis on teaching undergraduates 16. Racial/ethnic diversity of student body17. Attractive campus18. High quality faculty who are recognized
scholars in their fields19. Student advising and mentorship programs20. Good balance of academic and
athletic opportunities21. Personal attention to students; close
contact with faculty22. Quality of on-campus housing23. Campus cultural and intellectual life 24. Honors program25. Strong liberal arts education
Definition of Value
Correlation analysis showed that educational value is associated with:– employment opportunities after graduation,
– research and graduate study opportunities for undergraduates,
– preparation for graduate/professional study,
– internship opportunities,
– quality of the desired major, as well as
– cost.
The University received middling ratings.
No clear perception of distinctive value.
Importance/Quality Gaps
Importance/quality gaps exist for:
– Quality of desired major*– Value of education*– Employment opportunities after graduation*– Academic reputation*– Quality of on-campus housing*– Personal attention; close contact with faculty*– Financial aid**– Preparation for graduate study**– High-quality faculty
*Top Priorities ** More important to minority students
FACTOR 4Location &
Quality of Campus
Variance Accounted for: 2.7%
FACTOR 1Preparation
for the Future
Variance Accounted for: 19.1%
FACTOR 2Personal Attention
Variance Accounted for: 4.3%
FACTOR 3Diverse Academic
Experience
Variance Accounted for: 5.4%
Correlation between Factor 1 and Factor 2: .367Correlation between Factor 1 and Factor 3: .347Correlation between Factor 1 and Factor 4: .189Correlation between Factor 2 and Factor 3: .241Correlation between Factor 2 and Factor 4: .231Correlation between Factor 3 and Factor 4: .362
FactorLoading
FactorLoading
FactorLoading
FactorLoading
SAMPLE UNIVERSITYFactor Analysis
Important Characteristics
SAMPLE UNIVERSITYFactor Analysis
Important Characteristics
4. Employment opportunities after graduation .70 6. Research and graduate study opportunities for undergraduates .67 3. Preparation for graduate/ professional study .66 7. Availability of internships .53 5. Value of education (combination of quality & cost) .52 9. Quality of desired major .42 2. Availability of financial aid .3824. Honors program .36
8. Small class size .8321. Personal attention to students; close contact with faculty .65
23. Campus cultural and intellectual life .5825. Strong liberal arts
education .5816. Racial/ethnic diversity of student body .5024. Honors program .3913. Wide variety of majors and areas
of study .38
17. Attractive campus .6122. Quality of on-campus housing .4410. Access to a major city .33 1. Geographic location .33
SAMPLE UNIVERSITYSAMPLE UNIVERSITYLogistic Regression Analysis
Predictive Models of Application Status
SAMPLE UNIVERSITYSAMPLE UNIVERSITYLogistic Regression Analysis
Predictive Models of Application Status
Applied to University
Outcome Measure
Geographic locationAccess to a major cityQuality of desired major
Variance Accounted for (R2) = 0.224
Best Fitting Three-Variable ModelQuality of Sample University
b = .570b = .499b = .415
Most and Least Credible Messages
Identified the most credible messages for the University:
– “Located in an idyllic setting with some of the country’s most beautiful scenery.” (4.35)
– “Is an outdoor enthusiast’s paradise.” (4.31)
Identified the least credible messages:
– “Has leading scholars teaching introductory courses” (3.27)
– “Attracts students from many different places…cultures and backgrounds” (3.27)
– “Has top-notch professors who are recognized scholars in their fields” (3.29)
Competitive Advantages
Defined Sample University’s strongest competitive advantages:
– Idyllic setting**
– Outdoor enthusiast’s paradise**
– Keen interest in the environment**
– Located in a charming college town
**Not high priorities
Minority versus White Students
African-American differences are:– More come from families with incomes under $40,000– Tend to have lower SAT scores– More desire a doctorate or professional degree
Asian-American differences are:– More are high achievers– Have higher SAT Math scores
Hispanic differences are:– More come from families with incomes under $40,000– More are aiming for doctorates– Tend to have lower SAT Verbal scores
African-American Priorities
African-Americans place higher importance than Whites on:
– Availability of financial aid– Preparation for graduate school– Availability of internships– Access to a major city– Campus safety and security– Emphasis on teaching undergraduates– Racial/ethnic diversity– Student advising and mentorship programs– Campus cultural and intellectual life– Cutting edge technology
Asian-American Priorities
Asian-Americans are more focused than Whites on:
– Preparation for graduate school– Research and graduate study opportunities for undergraduates– Academic reputation– Campus safety and security– Racial/ethnic diversity– Campus cultural and intellectual life– Honors program– Cutting edge technology
Hispanic Student Priorities
No significant differences were noted for Hispanic versus White students with regard to:
– Educational priorities
– Appeal of marketing messages
– Psychographic descriptions
High-Ability Students
Highlights of their distinctive qualities were:– Tend to describe themselves as more disciplined students– More openly consider themselves as ambitious– More interested in an honors program– More interested in financial aid– More open to the value of the liberal arts
Top students see the University’s image in the same light as other students.
Psychographic Cluster Analysis
Sample University’s prospective students fall into the following categories:
– Active Community Service Orientation
– Goal-Directed/Low Social Motivation
– Goal-Directed/High Social Motivation
– Individualism
– Detached
Social Activist
Preferred, attainable pool
– 18% convert from inquirer to applicant
Personality profile
– Highest levels of interest in community service and self-direction
– High level of goal direction
– Highest percentage of women (77%)
– Highest achieving (55% in top 10% of class)
– Highest educational goals (23% intend to seek doctorate and 28% a professional degree)
Goal Directed, Extroverts
Preferred, attainable pool
– 17% convert from inquirer to applicant
Personality profile
– Highest levels of social motivation– High level of goal-directedness– Moderate interest in community service and self-direction– Driven, but more for personal than community benefit– Greater emphasis on good balance of academic and
athletic opportunities– Work hard/play hard experience is appealing
Individualists
Somewhat preferred, attainable pool
– 16% convert from inquirer to applicant
Personality profile
– Moderate levels of interest in community service and self-direction
– Lowest levels of goal direction, including educational aspirations (33% undecided)
– Tend to be less responsive to what is important about the college experience
– Compared to Detached students, a higher priority is given to racial/ethnic diversity, connectedness with faculty, and community service
Detached Students
Less preferred, attainable pool
– 14% convert from inquirer to applicant
Personality profile
– Lowest levels of self-direction and interest in community service
– Lower levels of goal direction
– High percentage undecided about educational goals
– Tend to be weaker students
– Highest percentage of men
– Lower levels of priority given to all features of the college experience
Goal Directed, Introverts
Less preferred, less attainable pool
– Only 8% convert from inquirer to applicant
Personality profile
– High levels of goal direction and low social motivation– Moderate levels of interest in community service and self-
direction– Highest percentage of Asian/Pacific-Islanders (8%)– Not as concerned with finding a sense of campus
community
Brand Components
Research-based hallmark themes:
– Academic community– Preparation for the future– Advantages of location– Development of each individual– Social commitment– Busy, complete lives
Focused on preferred psychographic profiles.
Message Themes
Academic Community
– Mentoring, high expectations from faculty in a friendly environment
– Wide variety of majors– Faculty who are scholars in their field teaching in the
classroom– Learning by doing– Accessible faculty who interact informally with students– Curricular connections with real world experiences
Message Themes
Preparation for the Future
– University’s commitment to launching students into successful careers, service to society, and meaningful lives
– Emphasis on student growth during college years– Track record for graduate school acceptances and career
achievements– High profile graduates
Message Themes
Advantages of Location
– Beauty of the setting– Assets of nearby city– Co-curricular opportunities– Safety of the campus and the area– Attractiveness of the campus– Diversity of outdoor resources
Message Themes
Development of Each Individual
– Resources to build an academic program around each student’s ambitions
– Academic flexibility– “Tapestry” of student life - activities form around personal
interests– Fostering of individualism– Inclusive community– Emphasis on student growth– Experienced professionals to guide growth process
Message Themes
Social Commitment
– Keen interest in the environment– Student involvement in community service– Peace Corp tradition– Student involvement in university, city, state, national, and
international issues– High-visibility alumni profiles
Message Themes
Busy, Complete Lives
– Connections between active social life and social responsibility
– Busy making a difference– Diversity of opportunities– Multi-faceted lives– Outdoor recreation and sports– Athletic and extracurricular activities
Brand and Image Enhancements
Snow, cold outdoor activities, busy lives
Green, rural Environmentally conscious
Brand and Image Enhancements
Party school Socially responsible
Low profile academics Academically serious
Admissions Profile
Applications increased by 42% within three years of the research.
Minority student applications increased by 30%.
Standardized test scores increased by 12%.
Geographic profile improved significantly.– Recaptured former markets– Penetrated new markets
Ability to shape the class increased.