Brand Research and Position Strategy Development
Phase1: Brand Research: Identify key audience perceptions, expectations, values, priorities and opinions about the University and its programs and services. Survey key audiences to measure public awareness of the University and identify public perceptions, opinions and gaps in knowledge about the University and its programs and services. Conduct higher education competitive and environmental analysis. Identify issues and themes, key messages and effective communication channels and tools to reach the key stakeholder groups surveyed.
Phase 2: Positioning Strategy Development: Develop three to five brand positioning strategy options, including positioning and messages based on the research. Develop a quantitative survey to test the brand positioning strategy options, to provide data to support those options, and to assist the University in selecting the best option. Present a framework for managing the brand and periodically measuring how well the University is building its reputation.
Phase 3: Creative recommendations: Provide creative concepts and marketing and communications recommendations to show how the University might bring the brand positioning to life. Make recommendations on an internal marketing program to (1) generate buy-in for the new positioning and messages, and (2) educate 31 University business units on how to deploy the new positioning and messages
