Education Uses Brand Awareness Study

LEVERAGE BRAND AWARENESS STUDIES TO STEER

MARKET STRATEGY

AND BOOST FUNDING

Capability:Market Insight Market Strategy

Tools: Depth Interviews    Brainstorm Session

Business Objective

  • Measure student brand awareness and enrollment preferences for evening and online masters and undergraduate completion programs

Strategy

  • Identify high opportunity segments which were not being targeted
  • Complete brand awareness and brand equity studies with new and existing segments
  • Create first ever longitudinal brand tracking survey

Results

  • Captured aided and unaided brand awareness for the institution and its competitors
  • Used study results to procure a double-digit increase in marketing communications funding used to target high opportunity segments
  • Defined market positioning, unique selling proposition and key messages to differentiate this institution from its competitors

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