Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70...

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Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising and marketing materials used for recruitment purposes. Use information to inform design updates for the NMSU homepage and the copy and imagery used in advertisement campaigns.

Transcript of Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70...

Page 1: Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising.

Focus GroupCompleted October 22, 2015

• Principles of Marketing Class (2 sections)• 7 focus groups, 70 students

Goals• Gather initial impressions of advertising and marketing

materials used for recruitment purposes.

• Use information to inform design updates for the NMSU homepage and the copy and imagery used in advertisement campaigns.

Page 2: Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising.

Focus GroupRecommendations: Advertising

• Understand that students receive information about college from a variety of sources. Advertising and recruitment efforts should continue to span multiple channels including a hands-on approach.

• With imagery, continue to focus on candid and authentic shots

• Expand use of social media to connect with the audience

• Consider different phrases for “in-state tuition” when targeting an out of state audience

Page 3: Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising.

Focus GroupRecommendations: NMSU Homepage

• Students like the active videos showcasing campus life and experience

• Work on smoother transitions between scenes• Consider different ways to use video clips• Continue to highlight faculty by including more video

clips

• Work to improve search functionality

• Provide student-oriented links in the quick link menu, and student-oriented messages in portals like Canvas and myNMSU

Page 4: Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising.

Focus GroupRecommendations: NMSU Homepage

• Develop a solution to posting campus events and activity

Short Term• Include a link to campus calendars in the Quick Link

menu• Include a page that contains a collection of popular

campus event calendars

Long Term• Consider a vendor product as a system wide event

calendar solution

Page 5: Focus Group Completed October 22, 2015 Principles of Marketing Class (2 sections) 7 focus groups, 70 students Goals Gather initial impressions of advertising.

Good News

NMSU Homepage wins Gold! 2015 MarCom International Competition