The University was seeking to develop a distinct and differentiated brand position to assist in attraction and retention of students. The study assessed the attitudes and perceptions of several internal student and departmental staff, in-depth interviews with senior leadership, online focus groups with prospective and current students and an online survey of students, University faculty and staff. The report included key points from the research indicating current perception of brand image and identity.
The findings included a summary report and presentation deck for the University leadership and their communications agency to establish brand positioning and develop a key communication messaging platform.