BRANDING OVERVIEW WHAT IS A BRAND A brand
BRANDING OVERVIEW
WHAT IS A BRAND? § A brand is the way your constituents think and talk about the sum-total of their experiences with your company. § A company’s brand is not a concrete object, but a way of thinking and talking about you when you’re not around. § Many people think the logo and tagline are the brand. But brand is much more holistic than that.
WHAT IS A BRAND?
BRAND ASSESSMENT
BRAND ASSESSMENT § In Spring 2019, UHD worked with an agency partner to conduct a Brand Assessment of UHD. § The work included: § 14 On-campus focus groups § 10 In-depth interviews w/ business & community members § 4 Web-based surveys § In total, 1, 300 people participated in the web-based surveys.
OBJECTIVES § Better understand the image and perceptions of the University of Houston-Downtown (UHD) among prospective undergraduate and graduate students, current students, faculty, staff and alumni. § To identify perceived strengths, challenges, and differentiating characteristics of UHD from all audiences. § To determine what prospective students value with regards to college choice factors.
NEXT STEPS FOR UHD
NEXT STEPS FOR UHD § Next steps will include retaining an agency to develop 3 distinct brand concepts that communicate the UHD brand. § This work will include: § Tagline to Replace Finish UHD Strong § Brand Definitions –promise, pillars, character § Visuals and Graphics § Sample Executions § This work will NOT include: § A new logo § New University Colors
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NEXT STEPS FOR UHD § In February, the concepts will be shared with Cabinet and key stakeholder groups across campus for feedback including the Strategic Planning committees. Activities Complete Brand Concept Development January, 2020 Presentation to Stakeholder Groups February, 2020 Photography & Videography August 31, 2020 Development of Marketing Collateral August 31, 2020 Development of Supporting Contracts August 31, 2020 Launch of New Brand September, 2020
KEY FINDINGS: PROSPECTIVE STUDENTS
PROSPECTIVE STUDENTS: UHD COMPETITORS Undergraduate University of Houston Downtown University of Houston Texas Southern University of Texas San Antonio University of Texas Austin Texas State University Prairie View A&M University of Houston Clear Lake Sam Houston State University Lamar University of Texas Arlington University of North Texas A&M University Houston Baptist University Lone Star College Houston Community College, HCC Don't know, no answer 37% 16% 4% 4% 4% 3% 3% 2% 2% 2% 0% • Graduate 10% 20% 30% 40% University of Houston Downtown University of Houston Don't know, no answer University of Texas Permian Basin Western Governors University of St Thomas University of North Texas University of Maryland College Park University of Incarnate Word University of Houston Victoria Texas A&M University Sam Houston State University Rice University Prairie View A&M University Harvard Business School Columbia Southern University 50% 4% 2% 2% 2% 2% 0% 57% 11% 10% 20% 30% 40% Of these inquiry and applicants, UH is our top competitor among both undergrad and graduate prospects. Unaided: What is the name of your top-choice college or university/grad school at this time? 50% 60%
PROSPECTIVE STUDENTS: IMPORTANCE OF COLLEGE-CHOICE FACTORS Undergraduate Graduate 59% Affordable, fin aid or scholarships 36% Academic variety, offers desired pgrm Academic quality, strong in pgrm, accreditation 23% Reputation, ranking 17% Faculty, staff 17% 0% 10% Location(s), distance 27% 24% 20% Convenience 13% Faculty, staff 13% Delivery options, online offerings 11% Don't know, no answer 11% 9% Academic structure 8% Opps for involvement, student life 27% Flexible scheduling 10% Diversity Reputation, ranking Academic quality, strong in pgrm 14% Atmosphere (sense of community) 31% Academic variety, offers program 43% Location(s), distance 67% Affordable, fin aid or scholarships 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70% • Affordability is key for both undergraduate and graduate prospective students. Unaided: What are three most important factors you considered when evaluating a college? Top responses, multiple mentions possible.
PROSPECTIVE STUDENTS: ADVANTAGES TO ATTENDING UHD All Prospective Students Affordability, fin aid or scholarships 23% Location 23% 15% Proximity to home or work • The strengths cited here account for 91% (211/233) of all mentions. • The qualities students are seeking are also UHD’s strengths— affordability and location. • While not displayed, both graduate and undergraduate prospective students agree these are UHD’s key assets. • Location was described as downtown, big city, heart of Houston, and convenient location. 7% Academic quality 6% Don't know, not sure Online offerings, hybrid program 5% Job placement, networking opps 5% Flexible scheduling 5% Small classes 5% Reputation, ranking 5% 4% Getting a degree, getting an education 0% 5% 10% 15% 20% 25% 30% Unaided: What do you think would be the biggest advantage of attending UHD? Top responses, multiple mentions possible. 35% 40%
PROSPECTIVE STUDENTS: DISADVANTAGES TO ATTENDING UHD All Prospective Students Poor location (near noisy freeway, traffic) 17% Weak reputation 12% Cost 8% Don't know, not sure 8% Proximity to home, the commute • The weaknesses cited here account for 77% (150/195) of all mentions. • While location is an advantage (due to convenience and accessibility to campus) it’s also a deterrent— traffic, noise, distance, safety concerns, etc. 7% None 6% Lack of housing 5% Lack of parking 5% Scheduling isn't flexible, poor class availability 5% 0% 5% 10% 15% 20% 25% 30% Unaided: What do you think would be the biggest disadvantage of attending UHD? Top responses, multiple mentions possible. 35% 40%
KEY FINDINGS: INTERNAL AUDIENCE OF CURRENT STUDENTS, FACULTY, STAFF & ALUMNI
CURRENT UNDERGRAD STUDENTS: IMPORTANCE OF COLLEGE-CHOICE FACTORS Transfer FTIC Cost to attend 51% Cost to attend 65% Convenience of location 22% Acceptance of college/transfer credits 21% Avail of online classes 21% Amt of fin aid including scholarships 20% Classes are offered at convenient times 19% Ability of graduates to get good jobs 14% Ability to work while attending 19% Student opps to gain real world experience 14% Professors willingness to work with students 12% Welcoming and friendly atmosphere 11% Racial, ethnic, and cultural diversity of students 11% Size of classes 14% Overall quality of academic pgrms 14% Ability of graduates to get good jobs 13% Professors willingness to work w/stdnts 12% 0% 10% 20% 30% 40% 50% 60% Amt of fin aid including scholarships 37% Size of classes 32% Convenience of location 19% 0%10% 20% 30% 40% 50% 60% 70% Aided: What factors were most important to you when selecting a college, university, or program to attend? Top Responses; multiple mentions possible.
INTERNAL AUDIENCES: STRENGTHS OF UHD Undergrad Students Grad Students Faculty/staff Alumni Faculty/staff (engaged, avail. , etc. ) 21% 20% 34% 21% Affordable 17% 25% 21% 17% Location 10% 15% 19% 23% Diversity 12% 19% 27% 12% Small classes, personal attention 11% 7% 18% 21% Atmosphere (student-centered, welcoming, flexible) 17% 15% 16% 11% Don't know, not sure 15% 7% 9% 10% Academic quality 8% 3% 9% 7% Flexible scheduling 3% 7% 3% 11% Resources or support services 11% 0% 3% 6% Unaided: What are UHD’s greatest strengths? Top Responses; multiple mentions possible. • To demonstrate top responses by audience type, strengths with 15% or more citing are highlighted in green.
Internal Audiences: Weakness of UHD Undergrad Students Grad Students Faculty/staff Alumni 22% 14% 18% 4% 15% 20% 16% 17% 10% 8% 13% 15% 14% 2% 10% 14% 13% 7% Limited academic variety 4% 7% 10% Poor atmosphere (lack of school spirit, lacks a sense of community, not student-centered, not safe) 4% 10% 7% 6% Poor location (traffic) 5% 0% 7% 7% None 6% 5% 1% 4% Weak academics 1% 9% 5% 5% Lack of funding 1% 0% 14% 1% Poor campus (lack of parking & space, lack of amenities) Weak reputation, not well known, not highly ranked Don't know, no answer Poor customer service (difficult processes, lack of organization, poor communication) Weak faculty or staff (hard to understand, too many adjuncts, turnover) Unaided: What are UHD’s greatest weaknesses? Top Responses; multiple mentions possible. • To demonstrate top responses by audience type, strengths with 15% or more citing are highlighted in green.
ACTION ITEMS
ACTION ITEMS § I have a much more in-depth version of findings to share with you. § If each sub-committee could please contact me, I’ll come to a meeting and share. § Please contact me: Elisa Olsen Executive Director, University Relations olsene@uhd. edu
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