Barriers to Higher Education Enrollment
Helping a higher education institution replace brand confusion with brand cohesion to inform student recruitment
A higher education institution needed to differentiate its distinct community, industry and education outreach programs in an efficient way so it could create more interest among potential students, without creating competition among its own programs.
During in-depth one-on-one telephone interviews held statewide, stakeholders delved into familiarity and perceptions of program features relative to their needs. Interviews were supplemented with imagery via interactive connections at key intervals in the discussion to allow for the discovery of both unaided and aided perceptions.
Insights about the brand pointed to the need for a stronger, more consistent, cohesive and collaborative brand message across functions and institutions statewide. The enthusiasm for the programs provided insights for creating and communicating a message and imagery supporting the programs as culturally relevant and in sync with the times.Download Case Study