Brand Positioning Survey Results€¦ · 4 Possible Positioning Statements Research Potential...

Brand Positioning Survey Results September 21, 2012 MUAA National Board Presentation

STRATEGIC

PLANNING

IDENTITY &

POSITION

MARKETING

& BRAND

CAMPAIGN

FUNDRAISING

CAMPAIGN

GOALS &

OBJECTIVES

PROJECTS &

INITIATIVES

CAMPAIGN

PLANNING

Today’s question:

How do we want to amplify the Marquette brand and

message in the next ten years?

How will strategic planning, marketing and fund raising work together?

4

Possible Positioning Statements

Research

Potential

Innovation

Service

Core

Community

A Focus on Research From clean water to public policy to the treatment of autistic children, research by Marquette faculty and students solves the world’s biggest problems and answers life’s deepest questions. Research is part of the pursuit of Marquette’s new excellence as a Catholic, Jesuit university.

Abbreviation for Reporting Full Description

Highest Potential The total Marquette experience pushes every student to his or her highest potential in the tradition of a Catholic, Jesuit university. Academic rigor in the classroom combines with a vibrant city community to create leadership opportunities and academic experiences that change the individual student—and through that student, the world.

Innovation Named for a Jesuit explorer and the first Catholic university in the world to offer co-education, Marquette is anchored in a history of expedition. Today, Marquette pushes the frontier, driving innovation in and outside the classroom. Faculty, students and alumni are change agents for the greater good.

Service and Social Responsibility The goal of a Marquette education is to live in service to others, putting our academic experiences and leadership preparation to work to improve the lives of others, here in Milwaukee and around the world, in keeping with our Catholic, Jesuit tradition.

A Core Education A core education in the liberal arts and sciences, especially in theology, philosophy and the humanities, defines a Catholic, Jesuit education. At Marquette, this core education combines with excellence in practical and professional preparation that produces not only career success but also a life filled with meaning. Marquette graduates learn and lead with agility in an increasingly complex world.

Sense of Community A Marquette education creates a bond with a diverse community that spans the globe. The connections will last a lifetime—and the result will be career and life success. From the earliest days as students through all of life’s joys and challenges, the people of Marquette—faculty, alumni and friends—will be with you, along with Marquette’s values as a Catholic, Jesuit university.

5

Survey Methodology

Prospects UG Students Grad Students Faculty Staff Alumni Parents Peers

Data Source Marquette Chronicle of

Higher Education

Sampling Frame

Rising high school seniors who requested admission information

from Marquette (seniors in fall 2012)

Current Marquette

undergraduate students

Current Marquette graduate

Faculty (full-time and part-

time)

Professional staff (full-time and part-time)

All alumni with an email

address on file with Marquette

Parents of undergraduate

students

List replicated purchased list

from 2010 study

Method of Data Collection

Online

Field Period July 19 – August 2, 2012

Average Length

17 minutes 18 minutes 18 minutes 18 minutes 18 minutes 17 minutes 17 minutes 10 minutes

# of Potential Respondents

47,179 5,836 866 903 1,656 10,688 5,440 10,999

# of Respondents

1,305 1,067 218 212 452 1,512 951 466

Response Rate

3% 18% 25% 23% 27% 14% 17% 4%

Margin of Error (95% Confidence Level)

+/-2.68% +/-2.71% +/-5.74% +/-5.89% +/-3.93% +/-2.34% +/-2.89% +/-4.44%

Incentive (drawing)

$500 Amazon.com gift card

$300 Amazon.com gift card

None None $200

Amazon.com gift card

$300 Amazon.com

gift card

$200 Amazon.com

gift card

6


All respondents except peers not familiar with Marquette

Scale: (Prospects) 1=Significantly decreases, 5=Significantly increases / (Internal Audiences, Alumni, Parents) 1=Very inaccurately, 5=Very accurately / (Higher Ed Peers) 1=Not at all credible, 5=Very credible Question Wording: (Prospects) How does each statement below impact your interest in enrolling at Marquette? / (Internal Audiences, Alumni, Parents) How accurately do the statements below describe Marquette? / (Higher Ed Peers) Please read the statements below and mark how credible Marquette is in describing the University in this way.

1

2

3

4

5

Research Potential Community Service Innovation Core


7


All respondents except peers not familiar with Marquette

Scale: (Prospects) 1=Significantly decreases, 5=Significantly increases / (Internal Audiences, Alumni, Parents) 1=Very inaccurately, 5=Very accurately / (Higher Ed Peers) 1=Not at all credible, 5=Very credible Question Wording: (Prospects) How does each statement below impact your interest in enrolling at Marquette? / (Internal Audiences, Alumni, Parents) How accurately do the statements below describe Marquette? / (Higher Ed Peers) Please read the statements below and mark how credible Marquette is in describing the University in this way.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Potential Research Core Community Service Innovation


Percent That Rated Statements a 5 (Significantly Increases/Very Accurately/Very Credible)

8

Possible Positioning Statements: Today vs. Future

Internal audiences, alumni, parents

Question Wording: Which one or two of the statements you just rated best describes your current image of Marquette? (mark up to two) / Which one or two of the statements you just rated best describes the university you would like to see Marquette become in the next 10 years? (mark up to two)

Today Future 10 Years later…

The following slides compare the statements internal audiences, alumni, and parents say best describe their current image of Marquette and the university they would like to see Marquette become in the next 10 years

9


UG students, grad students, faculty


UG Students (%) Grad Students (%) Faculty (%)

10


Staff, alumni, parents


Staff (%) Alumni (%) Parents (%)

11


All respondents except prospects & peers

Question Wording: (Prospects) Which one or two of the statements you just rated increases your interest in enrolling at Marquette the most? (mark up to two) / (Internal Audiences, Alumni, Parents) Which one or two of the statements you just rated best describes your current image of Marquette? (mark up to two) / Which one or two of the statements you just rated best describes the university you would like to see Marquette become in the next 10 years? (mark up to two)

Top 2 Mentions: Current Image of Marquette (Today)

UG Students Grad Students Faculty Staff Alumni Parents

#1 Service Service Service Service Core Core

#2 Community Core Core Community Service Potential

Top 2 Mentions: Like to See Marquette Become (Future)

UG Students Grad Students Faculty Staff Alumni Parents

#1 Potential Innovation Research Innovation Potential Potential

#2 Innovation Potential Innovation Potential Innovation Innovation

12


Prospects & Peers

Top 2 Highest Percent That Rated Statements a 5: Credibility*

Peers

#1 Core

#2 Service

Top 2 Highest Percent That Rated Statements a 5: Influence on Image and

Reputation

Peers

#1 Core

#2 Service

Scale: 1=Not at all credible, 5=Very credible / 1=Significantly weaken, 5=Significantly strengthen) Question Wording: Please read the statements below and mark how credible Marquette is in describing the University in this way. / If the University were to use the ideas represented in the statements below as a platform for shaping the identity of Marquette, how do you think it would influence the image and reputation of the University?

*Only peers who are familiar with Marquette were asked this question

Top 2 mentions: Increases Interest in Enrolling at Marquette

Prospects

#1 Potential

#2 Core

13

• Focusing on Innovation and the Highest Potential will prepare students for life after graduation especially for the job market.

• “A university should push each student to excel to his or her highest potential in order to have the greatest impact on the world. Innovation plays a key role in this.” –Alumni

• “We want our students to be a step above the rest of the job market to ensure their successful placing into a position after graduation, we have to continue to keep ourselves current in our knowledge and ahead of the learning curve, and pass this onto our wonderful students.” –Faculty

• “Being a leader in pushing students to their highest potential (and succeeding) and a innovative leader I believe will better prepare a graduating student to compete in a very competitive world.” -Grad Student

• “The return on investment in higher education must continue to be that it allows students to graduate with skills that poise them to lead in their fields. The education must be rigorous, the programs on the cutting edge in order for students and parents to see the cost as worth it.” –Staff

• “I would like to see Marquette continue to challenge its students and push them to be the best they can be. With strong academic rigor comes a great reputation which will give students at Marquette an advantage in the job market.” –Undergraduate Student

Benefiting students


Question Wording: Please explain why you chose the options you did above.

14

• Focusing on Innovation and the Highest Potential will prepare individuals to impact the world or their community.

• “Working to one's highest potential at a University that believes and teaches the importance of developing leadership skills that can improve the community can only foster continued and growing interest in continuing in leadership roles and changing and improving the world.” –Staff

• “In an increasingly complex and competitive world, (both locally and globally), it is important to encourage students and faculty to always think outside the box and continue to be change agents for the betterment of humankind. To learn how to problem solve creatively, and with compassion for others, is also important.” -Parents

• “The City of Milwaukee and the Southeastern Wisconsin region desperately need innovative leaders to solve problems and to create economic opportunity. Marquette University is perfectly positioned to become an anchor and a magnet for talented faculty, students and supporters. By pushing our students to reach their highest potential we can create a strong regional base of talented leaders, movers, and shakers. Through an innovative curriculum and collaborative research program we can lay a foundation for regional growth and development.” –Staff

Benefiting the world



15

• Increasing attention on Innovation and the Highest Potential will help Marquette increase rankings and attract better students.

• “They express what Marquette needs to do to continue to be a top Midwestern university and draw top students.” –Alumni

• “Marquette currently provides a good education to its graduates. It could be better and I think the Marquette faculty and staff should continue to strive to make it one of the best institutions in the country.” -Grad Student

• “I'm not aware of Marquette's innovation efforts, but I feel that innovation is important to staying competitive among other private universities.” –Parent

• “We need to be more rigorous and do more that approaches the front lines of innovation, research and discovery. If we want to be a national leader in education, we need to start focusing on tougher academic standards (our students, on average, are mediocre and appear to be getting worse based on the last few classes) as well as supporting programs that are attempting to be more national.” -Staff

• “In order to attract the top students and faculty, I believe the University needs to stand out in forward motion.” –Parent

Improving standings of Marquette



16

• Innovation and Highest Potential will help Marquette increase national recognition.

• “I believe that innovation and high personal achievement will be the two of the most important aspects of a successful education and career in the coming years. Innovative ideas and accomplishments will fulfill the future of Marquette's tradition and bring increased awareness and notoriety to the university” –Alumni

• “It is important to me to know that the school I choose actually does have a reputation in the world outside of itself for producing concrete, useful, innovative results.” -Grad Student

• “I Chose highest potential and Innovation because although Marquette offers an excellent education it is not the best. Id like to see Marquette's academics taken to the level where Marquette becomes a household name across the country.” –Undergraduate Student

• “I would like to see Marquette have more a more prominent name worldwide. In Wisconsin and in the Midwest it is certainly known, but as someone who came to MU from outside of the Midwest, I would like my Alma Mater to be known, recognized, and respected no just for its fantastic basketball team, but for its rigorous education and admission standards, and its groundbreaking research and innovation.” –Alumni

Improving perceptions of Marquette



17

College Attributes

Question Wording: Drag each of the following attributes into one of the boxes on the right.

Abbreviation Full Attribute Tested

Jesuit Education in the Catholic, Jesuit tradition

Caring Faculty Faculty who care

Excellence Program excellence

Real-world Faculty are involved in research that applies to real-world problems

Responsibility Encourages social responsibility

How to Think Education that teaches you how to think not what to think

Challenging Academically challenging

Urban Located in a vibrant, urban area with many opportunities for internships or work experience

Leaders Graduates that are leaders in their communities

Innovative Innovative programs

Interdisciplinary Interdisciplinary collaboration

Outreach Community outreach efforts

Service Students participate in community service locally and internationally

Justice Social justice mission

Liberal Arts Strong liberal arts core curriculum

Undergrad Strong undergraduate programs

Ethics Education that emphasizes important lifelong values and ethics

Network Strong, devoted network of graduates

Diverse Diverse

School Pride Strong school pride

Connections Connections that last a lifetime

Box 1: Attribute is only true of Marquette

Box 2: Attribute is true of Marquette and other colleges

Box 3: Attribute is not true of any colleges that I know

Box 4: Attribute describes other colleges but not Marquette

18

Attributes of Marquette and Other Colleges

Prospects familiar with Marquette


2%

Caring Faculty

74%

5% 3% 84%

Diverse

8%

9% 1% 78% Challenging

83% 1%

6% 18%

9% School Pride 7%

10%

1%

Connections

82%

12%

9% Excellence

10%

5%

Innovative 75% 3% 12%

Real-world 10%

5%

83% 6% 10% Undergrad

7%

2%

80%

6%

7% 11%

Network 11% 72% 5% 11%

Interdisciplinary 12% 62% 19% 8%

Leaders 12% 74% 3% 11%

Responsibility 12% 75% 8% 4%

Liberal Arts 14% 63% 6% 17%

How to Think 14% 68% 10% 7%

Urban 15% 68% 2% 15%

Ethics 15% 75% 5% 5%

Outreach 16% 74% 5% 6%

Justice 21% 51% 21% 7%

Jesuit 25% 55% 5% 14%

11% 4% 79%

72%

Service

Attribute is only true of Marquette

Attribute is true of Marquette and other colleges Attribute describes other colleges but not Marquette

Attribute is not true of any colleges that I know

19


UG Students


4%

4%

3%

1%

2%

2%

2%

1%

Real-world

5%

77% 3% 10%

Undergrad 10% 85% 1%


Leaders 12% 79% 4% 5%

Excellence 12% 83% 1% 4%


Connections 16% 80% 1%

64% 32% 2%

4%

1%

Outreach

5%

66% Service 32%

7%

Urban 25% 66% 1%

24% 8% 61%

72%

How to Think

2% 4%

63%

21%

7%

Caring Faculty

28%

4% 18% 72%

Responsibility

Network

8%

0% 8% 88%

17% 72% 4% 7%

50%

Innovative

3%

8%

Challenging

School Pride 86% 1%

4% 43% Diverse

45% 53% 1%

10%

37%

Jesuit

57% Ethics 4%

Justice 39% 53% 5%


Attribute is true of Marquette and other colleges


Attribute describes other colleges but not Marquette

20


Grad Students


1%

0%

11% 77% 7% 4%

Network 13% 70% 4% 12%

Service 14% 80% 2% 4%

Outreach 15% 79% 3% 4%

Urban 15% 72% 1% 11%

Caring Faculty 17% 77% 2%

8% 2% 71%

84%

Liberal Arts

2% 7%

3% Responsibility 64% 27%

4%

4%

How to Think

8%

19%

80% Leaders 9%

Jesuit 1% 55% 44%

5% 47% 9% 39%

4%

Justice

3% 66%

6%

27% Ethics

6% Excellence

1% 4%

8%

88%

81%

6%

6%

School Pride

5%

14% 61% 4% 21%

Innovative 5% 66% 7% 23%

Undergrad 5% 88% 2% 5%

Real-world 6% 85% 4% 5%

Connections

5%

Interdisciplinary

37%

11%

54% Diverse 3%

3% 85% Challenging





21


Faculty


4%

1%

1%

2%

3%

0%

6% Innovative 53% 3%

55%

3% Excellence

38% 2%

13%

Diverse

0% 86% 1% Challenging

2% 7% Real-world 3%

38%

89%

90%

12%

Undergrad 1% 6%

Leaders 4% 89% 2% 6%

School Pride 6% 89% 0%

How to Think 7% 79% 7% 7%

Network 8% 75% 5% 12%


Connections 9% 84% 4% 4%


Outreach 15% 78% 2% 6%

Urban 15% 75% 1% 9%

Service

2% 52% Interdisciplinary

5%

9% 38%

85% 0%

3%

19% 79% 1%


Ethics 27% 67% 4%

Justice 43% 52% 4%

Jesuit 48% 50% 1%


Attribute is only true of Marquette Attribute is not true of any colleges that I know


22


Staff


1%

3%

2%

2%

1%

2%

1%

Challenging 4% 89% 6%

Diverse 5% 44% 4% 48%




Undergrad 6% 90% 1%

Real-world 6% 82% 2% 9%

Leaders 6% 88% 2% 4%

School Pride 7% 88% 1% 5%



Network 10% 81% 2% 7%


How to Think 12% 75% 6% 7%

Urban 15% 79% 0% 5%

Outreach 18% 77% 1% 5%

Service 21% 77% 1%


Ethics 26% 69% 3%

Justice 31% 63% 3% 3%

Jesuit 39% 60% 0%





23


Alumni


4%

3%

3%

3%

3%

1%

2%

1%

2%

1%

2%

0%



Leaders 8% 88% 1%


Network 12% 78% 2% 8%




How to Think 21% 70% 6% 4%

Urban 25% 70% 1% 5%

Outreach 25% 71% 3%

Service 27% 70% 2%

Responsibility 33% 62% 3%

Ethics 39% 57% 3%

Justice 41% 50% 6%

5%

55% 44% 1%

92% 0%

Real-world 5% 78% 3% 13%

Innovative 6%

Jesuit

74% 5% 15%

Diverse 4% 64% 2% 29%


Undergrad


Attribute is not true of any colleges that I know Attribute is only true of Marquette


24


Parents


1%

1%

1%

1%

2%

1%

1%

1%

1%

1%

1%

2%

0%

79% 4% 8%


Leaders 10% 88% 1%

Undergrad 10% 89% 0%




Excellence 12% 85% 0%


How to Think 19% 72% 6% 3%

Caring Faculty 19% 76% 2% 3%

Network 20% 76% 2%

Urban 70% 1% 5%

Service 27% 70% 2%

Outreach 30% 67% 2%

Responsibility 33%

24%

3%

Ethics 38% 58% 2%

Justice 40% 51% 7%

Jesuit 59% 40%

62%

Diverse 5% 76% 2% 18%


Real-world 9%

1%





25


Peers familiar with Marquette


0%

2%

5%

5% 90% 2%

Ethics 4% 86%

Service 3%

15%


How to Think 2% 83% 7% 9%

School Pride 2% 86% 1% 11%

Connections 2% 91% 5% 3%

Diverse 2% 57% 2% 39%

Undergrad 2% 87% 0% 11%


5% 5%

Outreach 5% 85% 2% 9%

Urban 5% 78% 1% 16%



Justice 12% 72% 4% 12%

Jesuit 27% 69% 0%

0% Excellence

Real-world 14% 4% 82%

0% 86% 14%


Network 1% 85% 2% 13%

Leaders 1% 87% 2% 10%






26

Appeal of Attributes to Prospects

Prospects


1%

1%

1%

34%

Interdisciplinary

32%

50% 23%

43%

33% 35%

Diverse

Liberal Arts

Jesuit 62% 29% 9%

43% 23% Justice

27%

37%

Outreach

20%

Service

47% 15% 37%

47% 41% 12%

Leaders 42% 46% 13%

Network 42% 44% 15%


Responsibility 47% 44% 9%

Real-world 53% 39% 8%


Urban 59% 33% 8%

Innovative 62% 33% 5%

Ethics 62% 33% 6%

How to Think 72% 23% 5%


Caring Faculty 84% 15%

Undergrad 87% 11%

Excellence 89% 10%

Extremely appealing Not appealing or important Appealing but not important

27

Differentiating Attributes

Prospects


*Only prospects who are familiar with Marquette were asked this question

Attribute is extremely appealing to me

Att

rib

ute

is o

nly

tru

e o

f M

arq

uet

te*

“Attribute Is Extremely Appealing to Me” Versus “Attribute Is Only True of Marquette”

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

22%

24%

26%

28%

30%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%

Undergrad Challenging

Caring Faculty

How to Think

Excellence Innovative

Ethics

Real-world

Responsibility Connections

Urban

Jesuit

Justice

Interdisciplinary

Liberal Arts

Diverse

Outreach

Service

Leaders

Network

School Pride

Differentiating Attributes

28

Branding Considerations

MARKETING THE BRAND

• Developing all messaging around the positioning

• Infusing the messages into all key communications

• Integrating communications to align with brand strategy

• Developing and implementing marketing plan that successfully develops the brand

• Developing creative strategy

• Developing stories to support the brand

LIVING THE BRAND

• Living up to it

• Reinforcing it in every interaction

• Making it tangible

• Making strategic business decisions to reinforce it

29

American University Case Study

Marketing Goals

1. Strengthen academic and research reputation 2. Enhance quality and diversity of undergraduate enrollment 3. Increase graduate enrollment and enhance quality 4. Increase involvement, support, and advocacy among alumni 5. Grow partnerships with pinnacle organizations 6. Diversify and Broaden revenue streams 7. Maintain strong public and community relations

University Positioning

American educates active citizens, engaging students with leading faculty experts and world leaders, to discover the knowledge and context needed to create change and have an impact on the most pressing issues facing our world.

Tone and Personality

Politically active, ambitious, worldly, socially aware, compassionate, energetic, collegial, and broad-minded.

Important Triggers

Location in Washington, DC as powerful laboratory for applying learning Connections to "pinnacle" organizations in government, business and non-profit worlds Politically and socially active campus Beautiful, suburban-looking campus located within the nation's capital city Strong appreciation for culture and diversity

Wonk Ads

47

American University Results

• Record applications for Fall 2011 (10% increase over 2010 to 18,700)

• Prospects for Fall 2012 up 17% and attendance at events up 60%

• “Early Decision” apps up 50%, deposits up 39% YTD for Fall 2012

• Fall 2012 overall yield rate increased 2% over Fall 2011

• Alumni attendance/participation in events up 55%

• Alumni donations exceeded FY2012 dollar goal by 21%

• Web traffic up 58% in first year; double on admissions site; wonk site

• “Wonk if You Love AU” front page, Washington Post, 10.24.10

• Trending topic on Twitter during Clinton “Wonk of the Year Award”

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Brand Positioning Survey Results€¦ · 4 Possible Positioning Statements Research Potential...

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