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Branding Survey 2012Presented by the branding committee

(subcommittee of the image committee)

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Five target audiences with the survey tone addressed to these audiences

• Current undergraduate students – 2,000• Current students’ parents or guardians – 1,985• Guidance counselors in the tri-state areas - 391• Current faculty and staff - 705• Alumni, donors, volunteers and friends of the

university – 396

5,477 total surveys sent out

Brand Survey

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What do you think our brand is?

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A brand is a…

… or any other feature that identifies one seller's good or service as

distinct from those of other sellers.

name term

design symbolBRANDING

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Completed Timeline

Tue, Oct 16 – IRB report in for approval or recommended changes Tue, Oct 30 – survey begins for test group Fri, Nov 2 – responses from test group due Mon, Nov 5 - evaluate the test group/ redesign Tue, Nov 6 - IRB submission for approval of changes Wed, Nov 14 – full survey out Thu, Nov 15 – 24 hour response rate at 16% or 773/5,477 Sat, Nov 24 – ten day responses due/ incentive drawing I Tue, Dec 4 – twenty day responses in/ incentive drawing II

December 2012 – Tabulate results Use criteria for qualitative and quantitative data

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Random Prize Drawings

Parking pass iPod Nano

Personalized Commemorative Brick Points on card ($100 & $50 values)

Book of 20 Adult Athletic TicketsTwo sets of two tickets to a

performance of your choiceTwo professional university

photographsTwo stadium throw blankets in a

bagFour mascot and ten admission t-

shirtsTen foam axes

20 Pioneer Pete magnets10 window clingsTwo candy jars

Two university football helmetsOne university mug

10 day drawingSat, Nov 24 – 36 prizes

1,233 respondents/ 5,477 sent = 24.2% response rate

20 day drawingTue, Dec 4 – 36 prizes

1,437 respondents/ 5,477 sent = 28.8% response rate (final)

Winners will be announced Dec 5

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*This data is still being evaluated.

Some core questions asked include:

What three words or phrases would you use to describe the university?

What three things do you like best about the university?

There was over 1,500 responses on the three words or phrases and close to 1,700 responses to what they like best. These are still being sorted.

Top words at this point in time are:Academic Beautiful EngineeringAccessible Community FriendlyAffordable Education Good and great

Growing QualityRural

Safe Small campus/ class/ school

Three things liked are:Accessibility Class sizeFacultyAffordable CleanFriendlyCampus Close to homeLocation

Low cost People/ PersonalSafe

Size Small campus/ class/ schoolStudents

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Perception is that these academic attributes best describes us well or very

well:

Core academic ratings

1 Good chance of being accepted – 96.75%

2 Faculty/ student ratio – 93.42%3 Small class size – 92.77%4 Accessible faculty – 91.26%5 Hands-on learning – 89.26%6 Quality of faculty – 88.20%7 Wide variety of majors – 85.40%8 Career placement opportunities –

84.24%9 Field experience – 82.99%10 Quality technology across campus –

82.51%

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Perception is that these academic attributes does not describe us well or

very well:

Core academic ratings

1 Prestigious reputation – 69.762 Undergraduate research opps – 70.17%3 Faculty/ student ratio – 71.10%4 High impact practices – 75.95%5 International study opportunities –

78.69%6 Transition support for new students –

78.80%7 Offer a distinctive education – 80.61%8 Offer an innovative education – 80.78%9 Opportunities to become effective

business and community leaders– 82.34%10 Field experience – 82.99%

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Perception is that these academic attributes best describes us well or very

well:

Core nonacademic ratings

1 Friendly atmosphere – 94.64%2 School size – 94.12%3 Textbook rental program – 93.25%4 Campus is safe – 92.64%5 Affordability (good value) – 91.44%6 Attractive campus – 89.79%7 Variety of student clubs, organizations

and intramurals – 89.14%8 Fitness and recreation – 87.68%9 Support services – 85.86%10 Housing is available on campus –

84.95%

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Perception is that these academic attributes does not describe us well or

very well:

Core nonacademic ratings

1 Culturally diverse – 58.56%2 Social life – 72.51%3 Food options – 74..08%4 Dining facilities – 76.11%5 Proximity to home – 78.65%6 Job placement support – 79.28%7 Family influence on education – 79.82%8 Availability of financial aid –80.11%9 Environmental awareness – 80.32%10 Campus events – 81.47%

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Global Intelligent Friendly Midwestern Safe campus Comprehensive Beautiful Approachable Pride Artistic Relevant Passionate Appealing activities Diversified Involved Conservative (STEAM) Science Technology

Engineering Agriculture and Mathematics

Accessible Spirited Rural/ small town Challenging Unified Sustainable Experiential learning Valuable Suitcase college Affordable Anyone can get in High tech Competitive Innovative Excellent Support services Male/ female ratio Athletics

High quality Applied Engagement Progressive Growing World class education Academic Undergraduate research Close to home Fun Student centered/ focused Committed Optimistic Creative endeavors Economical Nurturing Tradition Pioneers Environmental

Words or phrases options to choose from…

Respondents’ chose up to ten of these options.

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words or phrases the respondents would use to describe University of Wisconsin-Platteville

1 Friendly - 64.54%2 Rural/ small town – 63.1%3 Midwestern – 62.19%4 Safe campus – 49.88%5 STEAM (spelled out) –

40.72%

6 Affordable – 39.69%7 Growing – 38.70%8 Approachable – 34.04%9 Student focused –

24.98%10 Beautiful – 24.08%

Top ten…

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words or phrases the respondents would use to describe University of Wisconsin-Platteville

1 Unified – 1.15%2 Artistic – 1.99%3 Global – 2.40%4 Engagement – 2.79%5 Nurturing – 3.59%

6 World class education – 3.76%

7 Undergrad research – 4.27%8 Spirited – 5.35%9 Optimistic – 5.60%10 Passionate – 5.75%

Bottom ten…

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1 Engineering – 81.05%2 “M’ – 66.48%3 Rural/ small town – 57.74%4 Agriculture – 42.88%5 Criminal Justice – 40.22%6 Bo Ryan – 35.54%7 Tri-State Initiative – 34.47%8 Chicago Bears - 30.93%9 Male/ female ratio – 30.87%10 Education – 29.75%

What are we known for?

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1 Efficiency – 2.67%2 Pioneer Pete – 2.93%3 Graduate program – 4.63%4 Business Admin – 5.26%5 Biology – 5.41%6 The Exponent – 5.43%7 Online learning – 5.85%8 Party school – 5.96%9 Industrial studies – 9.83%10 Local – 10.08%11 Athletics – 10.81

What are not known for?

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Proposed mission:

The University of Wisconsin-Platteville promotes excellence

across a broad spectrum of disciplines-from STEM programs and criminal

justice to agriculture and the arts. We use a hands-on, personal approach to empower each student to

become broader in perspective, intellectually

more astute, ethically more sensitive and to

contribute wisely as an accomplished professional and knowledgeable citizen

in a diverse global community.

87.85% of the respondents thought that the proposed mission was easy to understand and it was well written.

With over 500 written responses, the biggest concern was that a significant number did not understand what STEM is.

This is an opportunity to provide education internally and externally on the acronym.

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Proposed vision:

Achieving Excellence . . .

Creating Opportunities . . .

Empowering Each Individual

87.85% of the respondents thought that the proposed vision was easy to understand and it was well written.

There were nearly 400 comments written in on this portion, but a good amount of them were satisfied with the vision.

Additional data will be collected and reported on this in the near future.

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Demographics

Parents: 72% male/ 26% female/ 1.63% no answer

Alumni: 37% male/ 61% female/ 1.6% no answer

Faculty/ staff: 32% male/ 59% female/ 9% no answer

Students: 58% male/ 41% female/ .6% no answer or transgender School counselors: 35% male/ 62% female/ 2.8% no answer or transgender

Overall 35% were male, 62% female, 2.7% prefer not to answer and .06% transgender

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Marketing and focus groups

Of those surveyed, 85% prefer to get their information on a campus visit

75% go to individual websites56% of respondents hear about us through

word of mouth

246 respondents stated that they would like to participate in a focus group and provided

their contact information.

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Other information

We have additional information as it pertains to the audience. This will be used for comparative data and/ or given to the area that would most need it for data collection purposes.

A survey will be conducted annually to develop comparative data. The next audience is the community and surrounding areas.

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Questions?