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Keynote Presentation
March 22, 2016
Some Housekeeping• 30 minute webinar + 15 minutes for Q&A • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Fill out the post-webinar evaluation • Check your inbox next week for the webinar recordings and slide decks
Using Market Research to Boost
Your Brand
• 4
What We’ll Cover•
1) Conducting market research at an education institution.
2) Common mistakes when conducting market research.
3) How market research informs your brand strategy.
is what you stand for in the minds of the people you’re trying to reach, influence, and move to action.
• Brand
• 6
How do you manage something that’s in people’s minds?
Model for Brand Management
Desired perceptions about brand
Influence perceptions about brand
Visual Identity & Logos Tone & Voice Storytelling
Marketing Plan Content Strategy
Website Publications Advertising
Earned Media Actual Experiences
... (Strategy)
(Tactics)
(Results)
Actual perceptions about brand
It all starts with understanding perceptions
of your brand.
• 8
It all starts with understanding perceptions
of your brand.
• 9
external
Conducting market research at an education institution.
SECTION ONE:
11
Who should participate in research?
• Prospective students
• Current students
• Parents - current or prospective
• Guidance counselors
• Alumni
• Higher ed leaders
• Hiring managers
• Civic/government leaders
• Major donors
12
Who shouldn’t participate in research?
• “Everyone”
Qualitative Research
15
Qualitative research:• Is a conversation
• Answers the “why?”
• Is extremely flexible
• Provides a foundation for quantitative
16
Types of qualitative research:• Focus groups
• In-person
• On-line
• One-on-ones
• Used for sensitive topics
• Can supplement focus groups
17
Conducting qualitative research:• Develop a script, but don’t be hemmed in
• Keep digging
• Don’t take notes
• Listen more than you talk
• Get comfortable with silence
18
Limits of qualitative research:
• Budget sometimes dictates talking to your own people
• People are really bad at predicting their own behavior
• Usually limited to people with high affinity (unless you provide incentives)
• And even then…
Quantitative Research
20
Quantitative research:• When it follows qualitative research, it can ensure
that you have the right brand attributes
• Tracks changes in brand awareness and perceptions over time
• Reaches a larger (and more external) audience
21
Limits of quantitative research:• To do quantitative research, you need the right
sample size (otherwise it’s just a questionnaire)
• If you do quantitative without first doing qualitative, you’ll be left with many “why” questions
Common mistakes when conducting market research.
SECTION TWO:
23
Talking to the wrong people.
•
24
Leading the witness.
•
25
Asking people to predict their future behavior.
•
26
Doing the wrong kind of research.
•
27
Calling it quantitative (when it’s not).
•
28
Believing everything you hear.
•
How market research informs your brand strategy.
SECTION THREE:
30
1 Confirm things you’ve long suspected.
31
2 Disprove or dispel internal thinking about your institution.
32
3 Test an idea before going to market.
33
4 Develop a brand strategy and adopt a plan for managing your brand.
34
5 Understand the gaps.
35
Gap: Medium
Current Position: Academically rigorous, prestigious, traditional, known for humanities research
Desired Position: Academically rigorous, highly innovative, forward-thinking scientific and biomedical research
Gap Analysis for Innovative Scientific Research
36
6 Define (or refine) your editorial and content strategy.
37
Does your content strategy align with your brand and address the gaps in perceptions?
Content strategy includes:
• Content themes and messages
• Voice and tone
• Editorial calendar
• Governance
38
•
Editorial Strategy
= Storytelling
39
7 Measure and evaluate an existing brand strategy.
40
Regular audience research
Analysis of inquiries from prospective students
Event attendance
Website conversions
Applications
Yield
Giving patterns
Measure your results with:
41
Measure your results with:Regular audience research
Analysis of inquiries from prospective students
Event attendance
Website conversions
Applications
Yield
Giving patterns
Understand the State of Higher Ed Branding: http://mstnr.me/StateOfBranding
Resources
Our Capabilities: • Brand Research and Development
• Marketing Campaign Creation
• User Experience Design
• Content Strategy
• Digital, Print, and Social Media
• Search Engine Optimization
• Analytics
773.305.0537 mallory.wood@mstoner.com @mStonerInc mstoner.com
Our latest work: uncsa.edu
Contact Us
Joel Pattison Director of Strategyjoel.pattison@mstoner.com 434.989.7731
Cassi Greenlee Sales Manager cassi.greenlee@mstoner.com314.400.7294
m Storytellers for .edu
Thank You!
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