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KLV Wageningen Alumni Network

KLV

9.5%

56.0%

47.9%

26.1%

Male Female

60.4%

39.6%

9.0%

27.7%

22.8%

22.1%

11.5%

6.9%

18-25 years

26-35 years

36-45 years

46-55 years

56-65 years

over 65

KLV brand awareness and image survey

Subtitle:KLV Wageningen Alumni Network is well known and appreciated

KLV will be celebrating its 125th anniversary in style in 2011. The association is investing alot in this. To make the intended brand awareness and positive image effects quantifiable,KLV decided to have two sets of measurements made. This article is about the baselinemeasurement in October 2010, before the jubilee.

On instructions from KLV, the largest Wageningen Alumni Network, Trigenum carried out a(baseline) survey in September and October 2010 of its image and brand awareness. Bothmembers and non-members were asked to take part in the survey, without the name of the

principal being stated beforehand. A total of 1,982 people took part in the survey. 87.5% ofthese (n=1,734) studied at Wageningen University in the past. Respondent demographics:

The number of respondents is comfortably enough to allow good and reliable statements tobe made. A number of important results are given for you below.

KLV brand awareness is very high!

Spontaneous familiarity with the name56.0% of those asked mentioned KLV spontaneously, with it being top of mind (KLV

mentioned first) for 50%. 9.5% spontaneously gave the full name, KLV Wageningen AlumniNetwork, with it being top of mind for 8.8%.

Overall, 62.0% gave one of the two names, i.e. KLV or KLV Wageningen Alumni Network(excluding the duplicates). As might be expected, the familiarity is greatest amongmembers. Additionally, we see that members aged 18 to 26 are more familiar with KLV thantheir older counterparts.

Assisted brand awarenessWhen people are shown a list of various organisations and networks for graduates,familiarity with the name KLV (Wageningen Alumni Network) increases to 89.5%.

82.1%

57.4%

Assisted brand awareness(n=1,961)

without duplicates:89.5%

Spontaneous

What is your gender?(n=1,722)

How old are you?(n=1,727)


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In addition, at least a quarter of the respondents also knew of the Wageningen AlumniPortal (35.9%), the Vrouwennetwerk Wageningse Ingenieurs (VWI, Wageningen women

science graduates' network) (25.7%) and the LinkedIn Group of Wageningen University(25.7%).

Image:KLV is professional and reputable and a lot more besides

The survey received a lot of neutral responses to the image questions. This means that the

image of KLV is currently not very clear. If we look at the image aspects, we see that KLVscores well on professionalism and reliability in particular. The average score for both imageaspects on a five-point scale is 3.5. This is followed by 'KLV is modern'(average 3.4). Themost critical respondents are in the age category 26 to 55. Additionally, we see that mengive more positive judgements across the board on image aspects. The same is true formembers as opposed to non-members.

The added value of membership is a critical success factor, scoring an average of 2.7 on afive-point scale.

KLV membership

In response to the question Are you a KLV member44.4% indicated that they wereordinary KLV members. One striking aspect is that quite a number of respondents are not

sure whether they are KLV members or not (see diagram below).

44.4%

7.6%14.1%

17.0%

17.0%

I am a (regular) member

I am a student member

No, Im not a member at the moment

but I was in the past

No, I have never been a member

I dont know for certain if I am a

member or not

Almost 8 out of 10 members would recommend KLV membership to others. The networking

function (directory and contacts with former fellow students) are the key reasons for beinga KLV member, along with keeping up-to-date on developments. The main argument givenby non-members for not joining is the lack of added value. A sixth of respondents said thatthe main reason was that they are no longer working in the agricultural sector. A fifth of

non-members are considering KLV membership in the future. This is one interesting groupof potential members that the survey has revealed.

The jubilee:the How to feed the World theme is highly appreciated!

Both spontaneously and after suggestions were listed, a preference was expressed forevents with genuine content (symposium, congress and lectures) for the jubilee. The themeof How to feed the World was popular (3.8 on a five-point scale). The events with less

formal content, such as a party evening and barbecue, scored 'fair' or 'good' amongyounger people (up to 36) in particular.

Are you a KLV member?(n=1,692)

17% dont know!


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The result:A result to be proud of, after the KLV rebranding!This measurement has provided a picture of the brand awareness and image of KLV.

Looking at the results, we can say that KLV is a strong brand, despite the fact that we donot have figures for comparable organisations. If we look at benchmarks from otherrandomly chosen sectors, we can see that the brand awareness is good. In addition, the

results also give a picture of the requirements for the jubilee.

If you took part in the survey, you will have contributed to the Wageningen University Fund(WUF). A sum of 450 euros will shortly be paid into the Anne van den Ban Fund. We andKLV would both like to thank all the participants very much for their cooperation, remarks

and suggestions.

Trigenum BV December 2010www.trigenum.nl

Documents

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