Revitalizing a University’s Brand Connections: How Insights Helped Them Reach the Next Generation of Students

The Solution

To address the university’s needs, we designed a two-part study that incorporated both qualitative and quantitative methods, including a web survey and an online discussion board. This approach allowed us to delve into the minds of prospective students and parents, giving us a nuanced perspective on their perception of polytechnic institutions and this university specifically. Our study centered around three key objectives:

• Gaining insights into brand perception, familiarity, and consideration levels.
• Evaluating how the term “polytechnic university” resonated with the target audience, and their connection with its underlying tenets
• Gathering initial reactions to various brand elements, including potential taglines, logos, and messaging.

In our qualitative discussion board, we engaged participants in conversations around their post-secondary education decision-making, understanding of polytechnic institutions, reactions to the university’s existing brand, and perceptions of potential branding elements.

Meanwhile, the quantitative survey allowed us to capture critical, measurable data to quantify school selection criteria, validate features of a polytechnic university that are most impactful, generate a baseline benchmark of the university’s awareness and perceptions, and quantify key words that resonate with students and prospective parents for brand messaging. Throughout the process, we collaborated closely with the university’s marketing and leadership teams, including their chancellor, to ensure our approach and goals aligned with their overarching strategy.

The Wins

Our study produced a wealth of insights that formed the foundation of the polytechnic university’s rebranding efforts. Additionally, our research findings were leveraged to help inform broader strategic plans and initiatives for the university’s future. Our insights and recommendations were as follows:

1. Brand Awareness & Positioning: The study confirmed that awareness and familiarity with the university were very low among the target audience, contributing to its low consideration level. Although “polytechnic” was an appealing concept once understood, it was initially unfamiliar to many high school students. Notably, features of a polytechnic school such as hands-on learning, certification opportunities, and high-tech facilities emerged as compelling factors for students and parents once explained.

In fact, after being provided a description of the university and its polytechnic tenets, more than half of all respondent groups were more likely to consider the school, with parents and transfer students significantly more likely.

2. Relationship Strategy: Within this university system, we found that marketing channels like direct outreach and word-of-mouth referrals were most critical for reaching prospective students. In particular, building stronger relationships with high school guidance counselors was identified as an effective way to shape students’ school choices early on.

3. Rebranding & Marketing Recommendations: Based on our findings, we recommended that the university craft a new logo, tagline, and messaging that clearly communicate the university’s strengths without relying heavily on the term “polytechnic.” Additionally, we recommended focusing on values such as hands-on education, successful post-graduate outcomes, and the benefits of a public university for effective communication and appeal with the target audience.

With our insights, the university launched a comprehensive brand refresh, including a redesigned logo, tagline, and targeted marketing strategy. The new brand elements now emphasize the university’s core tenets of applied learning, career focus, and collaboration – three pillars that hold significant appeal and clarity for prospective students and their families.

By centering on the unique aspects of the university’s academic offerings and polytechnic approach, the new brand is better positioned to capture students’ attention and promote the university’s distinctive educational value. This rebranding effort has forged a clearer connection with prospective students and strengthened the university’s position within its state’s higher education system.