Jul 6, 2018, 3:03 PM
(from Inside Higher Ed) Decision-makers on campus may believe their institution enjoys a higher level of visibility in its own backyard than is likely the case. Market research has helped some colleges and universities secure a more realistic marketing budget by highlighting these perceptual gaps.
Studies of prospective stakeholders are often surprising. They target individuals who have not necessarily expressed interest in enrolling, donating to, or being employed by the college or university, but based on their qualifications, appear to be the kind of people the school would like to bring into the fold as new students, new benefactors and new employees. A recent study for a well-established, mid-sized private college revealed that among pure prospective in-state students and their parents who lived beyond 30 miles from the campus, the percentage who felt as though they knew the college “well” or “very well” was in single digits. Market research can help schools move towards more informed marketing discussions.
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