Date post: | 12-Dec-2014 |
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Education |
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Mihaylo College of Business and Economics
The Brand
Prepared By:
Agenda
• Problem Statement
• Supporting Research
• In-Depth Interview
• Survey
• Recommendations
Mihaylo College• Named after the major benefactor: Steven G. Mihaylo
• Received dual accreditation by AACSB
• 8,000+ undergraduate business students
• Largest business school in California
• Fourth largest business school in the United States
Mission StatementWe create and apply knowledge that transforms student lives, develops
business leaders who shape the regional economy, and advances the
intellectual capital of our diverse region.
Vision StatementWe will be the choice of Southern
California's businesses and governments for college graduates, business solutions, and professional
development.
Dean Puri with Steven G Mihaylo
Statement Of Problem
How to strengthen the quality and value of communication efforts by Mihaylo College
1.What is Mihaylo College's perception among students
2.How did students form those impressions
3.Level of awareness of different programs and services
4.What sources of information do the students use
5.Suggestions for improving College's programs & services
6.Suggestions for improving College's marketing efforts
Focus on unveiling the perceptions, feelings, and needs of current California State University Mihaylo College Business Undergraduate Students
Research Process Design
Branding
Branding is described as a term applied to names, designs, symbols or combinations of the aforementioned that organizations use
to differentiate themselves from the competition
1. Brand awareness
2. Brand image3. Brand equity4. Brand loyalty
There are four steps in the branding
process:
University Branding
A university brand is defined as:
"a manifestation of the institutions features that distinguish it from others, reflect its capacity to
satisfy students' needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrollment
decisions”
Benefits of a university brand:itself
• Improved focus of current student needs • Effectively develop student perceptions • Distinguish itself from other universities
University Branding
How Highly Recognized University’s Brand Themselves:
• A Distinctive Brand Image
• Focus on Prestige
Examples: College Rankings, Achievements, and Accreditations/Awards
• Credible Reputation
Examples: Focus on College History and Academics
College Website
• Central “hub” for university and college
branding
• Information must be easily accessible
• Presented in an interactive manner
• Aesthetically pleasing graphics
• Relevant and updated content
The Brand: Mihaylo
Mihaylo College communicates in different ways:
•Traditional forms
Examples: Banners, posters/flyers, magazine, faculty, word of mouth, postal mail
•Nontraditional forms
Examples: Facebook, Twitter, LinkedIn, YouTube, Instagram, Biz Blog, The Mihaylo Website, emails
Depth Interview Overview
• One-On-One Interview
• 12 Mihaylo Business
Students
• 7 Females; 5 Males
• 3 Juniors; 9 Seniors
• Four Topics Covered
Mihaylo College of Business and EconomicsCal State University - Fullerton
Argyros School of Business and Economics Chapman University
Results Of Business Website Comparison
8.4%
91.6%
Organized
MihayloChapman
8.4%
91.6%
Interactive
MihayloChapman
50%
25%
25%
Informative
MihayloChapmanBoth
Mihaylo College of Business and EconomicsComputer Background Image
RESULTS: Mihaylo College of Business and EconomicsComputer Background Image
58.3%
41.7%
Mihaylo Computer Background Image
CorrectIncorrect
41.60%
41.60%
58.30%
16.60%
Online Tools
FacebookTwitterMihylo WebsiteLinkedInInstagram
RESULTS: Mihaylo College of Business and EconomicsSchool Services
Mihaylo Computer Background Image
75%
25%
Emails Helpful?
YesNo
66.7%
33.3%
Tutoring Center
YesNo
41.7%
58.3%
Career Center
YesNo
RESULTS: Mihaylo College of Business and EconomicsWebsite Redesign
Mihaylo Computer Background Image
Emails Helpful?
Survey Overview
Questionnaire Design
• Demographics of respondents
• Image of Business School
Computers
• Mihaylo School Services
• Mihaylo Website
Focus: Find better ways to communicate with the current undergraduate students of Mihaylo College
Background Image on Mihaylo Business School
Computers
Top Resources to Obtain Mihaylo College
Information
Mihaylo Website Visits
Why Student’s Visit the Mihaylo Website
Students’ Perceptions of the Mihaylo Website
Additional Survey Results
Mihaylo Services
• 83% of students use some of the Mihaylo services
• 56.3% of students use Mihaylo computer lab• 42.2% of students felt Mihaylo communicated at
a level of 3 out of 5
Mihaylo Website
• 66.1% of student prefer college events as a website topic
• 43.6% of students wanted a more interactive website
Recommendations
Recommendation #1 – Mihaylo College Website
• Interactivity
• Invite students in
• Design that is easy to:
Access, View, And Digest
• Linkage of portal with website
Recommendation #1 – Mihaylo College Website
• Achievements
• Better highlight school accreditation
• Awards and prestige on front page
• These add value to the Mihaylo brand
Recommendation #1 – Mihaylo College Website
• Information (College News, Blog,
Student Stories)
Recommendation #1 – Mihaylo College Website
• Social Media Integration
• Post relevant content
• Drive traffic to the main site
Recommendation #1 – Mihaylo College Website
• Professors (Achievements and
Biographies)
Recommendation #2 – Consistent Brand Message and
Logo
Recommendation #3 – Background Image of Business
Computers
Before
After
Questions or Comments?
Thank you