UWB Brand Audit Bellevue Community College Leah K

UWB Brand Audit Bellevue Community College Leah K. Bryant Andrew Heth Michael Meyer Lanei Noe Victoria Schmidt

Survey Objectives • Awareness – What do you know about UWB? • Perception – How do you view UWB? • Communication – Where did you here about UWB? • Credibility/Consideration – How does UWB compare to UWS?

Research Methodology • Convenience Sampling • Students interviewed were planning on higher education • One-on-one in-depth interviews – 27 students were interviewed – Both day and night students

Demographics

Awareness Findings • 18 students knew that UW is made up of three area campuses • 17 students were aware of UWB • 7 students interviewed knew UWB opened a new campus last fall

Perception Findings • Major issues when choosing a college: – Costs • Tuition, Books, Room and Board – Location – Smaller class size – Choice of major

Perception Findings • Commuter campuses – – Schedule Flexibility Quality of Education Choice of Major Social Interaction • UWB vs. UWS – “I know that the quality of the education is probably the same, but my instincts tell me that UWB is still inferior. ” -BCC Student

Communication Findings • Sources of School Information – – – Internet Word of mouth Counselors not being used • UWB vs. UWS Website Hits – UWB website not being visited • BCC Student Recommendations – – – UWB link more visible Radio ads, flyers/pamphlets Info sessions booths

Consideration/Credibility Findings • “UWB does not accept BCC IT degree/credits, otherwise I would apply” • “I don’t know anything about it” • “Definitely, I would like the smaller class sizes and easy access to professors”

Branding Challenges • Location – More bus routes • Competition – College Saturation – UWS closer to BCC • Resources – Funding • Recruiters • Advertising expenditures

Recommendations • Increase Advertising Expenditures – Flyers, pamphlets, print/radio ads. • Greater acceptance of transfer credits • Increase Metro schedule to UWB Campus • Continue informing BCC counselors • Information Booths separate from UWS • Create a new UW Logo for the web page

Questions?