Branding Syndicated Market Research Tracker This winter,
Chicagoland will know how your university/college stacks up against
the rest -- from a Chicago Perspective. Overall quality scores and
top-line rankings from the Blackstone Groups B-SMRT research study
will appear in major market channels for general consumption with
the Chicago Tribune as our exclusive media partner. Page 1
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Branding Syndicated Market Research Tracker B-SMRT Rankings
Published in the Chicago Tribune Page 2
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Branding Syndicated Market Research Tracker B-SMRT Rankings
Published in the Chicago Tribune: Reader-Response Web Form Linked
to Rankings Page 3
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Branding Syndicated Market Research Tracker B-SMRT: Branding
Syndicated Market Research Tracker ADVANCE INSIGHT: Designed for
Chicago Institutions Get the Local Perspective in a Major Chicago
Research Study Other rankings are national or broadly regional in
scope B-SMRT gives you insight on how Chicagoland students,
parents, alumni and employers view your school for considerably
less cost than doing the research yourself Get An Edge and Act On
It Know how your school is viewed before everyone else does with
this first-of-its-kind study and act on this information before
they do. Find out and advertise where your school is outperforming
competitors when results are first released to the public In Person
Consultation: Get an in-person rankings consultation on your
results. Receive analysis and recommendations for the future. Boost
Your Enrollment Participating schools will be listed on the
reader-response web page that will be linked to the publicized
results Your school will receive names of highly qualified
prospective students who have requested research about your school
We will provide you a B-SMRT School Profile Enhance Your Ads with
Blackstone Ranking Logos Participating Schools will be given rights
to use the Blackstone and B- SMRT logos in their advertising to
demonstrate third-party verification of rankings Join the Premier
Pre-Launch Event Join other distinguished Chicago University
Professionals at Blackstones pre-launch event featuring dinner in a
luxury Chicago restaurant and a premier speaker who will update us
on the latest student trends Page 4 KEY PARTNERS Chicago Tribune
New Metaphor Inc. Blackstone Group
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Branding Syndicated Market Research Tracker Page 5 Get the
results first. Gain a strategic advantage over your competition.
Find out where your university/college is ranked according to
several influential factors before donors and current/prospective
students read all about it.
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Branding Syndicated Market Research Tracker Affordable Brand
Research with B-SMRTs Unique Design Achieve the benefits of
extensive brand research at a fraction of the price of a custom
study COMPARATIVE Consistent methodology allows for comparisons
over time and between schools LONGITUDINAL Point-in-time analysis
and periodic trend analysis of general and individual school
results CONFIDENTIAL Only topline results are shared with the
general public Your individual, in-depth report is kept strictly
private COST-EFFICIENT Shared cost design Amortizes cost across
participating institutions PURCHASE OPTIONS SINGLE REPORT
SUBSCRIPTION Page 6
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Branding Syndicated Market Research Tracker Develop your brand.
Plan for the future with confidence. Gain a deeper understanding
with in-depth, individual reports about your brand and its
competitive set. Page 7
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Branding Syndicated Market Research Tracker Page 8 B-SMRT
Provides Access to Holistic Brand Research Powerful Insights about
Your BrandB-SMRT Multiple Stakeholders
Branding Syndicated Market Research Tracker Page 14 Addendum B:
Sample Individual School Report
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Branding Syndicated Market Research Tracker Page 15 B-SMRT
Delivers Insightful, Customized Reports Comprehensive written
report of the research findings will include: Summary report will
include an executive summary, highlighting key research findings
and implications for each participating institution The BG team
will be available to present and discuss the results Research
Program ObjectiveBG Outputs and Deliverables Benchmark current
university image and perceptions Brand/perception mapping, quadrant
charting, key driver analysis, content analysis of open-ends, in
total and across relevant sub-samples Track changes over
timeCompare results to subsequent (annual) research Include
relevant constituenciesExamine respondent type-specific data and
determine significant differences across sub-sample results
Determine universitys position relative to competition
Brand/perceptual mapping (mapping position University, select
competitors on relevant attributes) Assess current university
advertising and its impact on perceptions of the university
Determine university advertising awareness; compare image and
perceptions of those aware vs. not-aware, in total and across
relevant sub-samples
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Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Total Unaided Awareness Top of Mind (First mention)
Total Unaided Page 16
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Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Total Awareness of College B Page 17
Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Ratings on Image Attributes Key Drivers Mean Score
Page 19
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Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Quadrant Chart Areas to Maintain Areas to Invest In
Areas to Run Lean Areas to Monitor Page 20
Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Important Sources for Evaluating a University Top 2
Box Percentage * 5-pt. Scale: 5 = Extremely Important and 1=Not at
all Important Page 22
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Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Opinion about College B Year Two: Top 2 Box
Percentage * 5-pt. Scale: 5=Strongly Agree and 1=Strongly Disagree
YR 1 84% 49% 81% 72% 58% 59% 51% 43% 27% 26% 15% 51% 23% Page
23
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Branding Syndicated Market Research Tracker Sample B-SMRT
Deliverables: Comparison with Competition Same as Chicago College B
Better than Chicago College B Much better than Chicago College B
Worse than Chicago College B Much worse than Chicago College B Mean
Score Page 24
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Branding Syndicated Market Research Tracker Addendum C: Chicago
Tribune Demographics Page 25
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Branding Syndicated Market Research Tracker Published B-SMRT
Rankings Reach Influential Audience Demographic Profile of Tribune
Readers (Sunday Issue) Page 26
Branding Syndicated Market Research Tracker Page 28 B-SMRT
Ranking & Research Release Schedule Development (September 1
December 1) Fielding of survey and preparation of results - 60 to
120 days Early Release (December 1-31) Advance availability of
results Up to 30 days prior to public release Benefit: university
can plan marketing/ PR response to public release Requires signed
non-disclosure agreement Advanced Purchase Deadline (December 31)
Prior to public release General public and institution-specific
reports Cost per school: See Pricing Slide Addendum E Public
Release New Years Day (January 1) Major media release of rankings
Post-Release Purchase of Results 0 to 60 days after release General
public and institution-specific reports Cost per school: See
Pricing Slide- Addendum E (January only) Abbreviated general public
report Cost per consumer: No cost (January only) Page 28 (Dates are
subject to change)
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Branding Syndicated Market Research Tracker B-SMRT Market
Penetration: 3 Year Plan of Ranking Releases 1) Chicago Market
Launch - New Years Day (Jan 1, 2011): Planning New Year Labor Day
(Aug 2011): Back to School New Years Day (Jan 1, 2012): Planning
New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1,
2013): Planning New Year Test Release: Spring Release (May 1,
2013): Plan for Summer School Labor Day (Aug 2013): Back to School
2) Los Angeles Market Launch - Labor Day (Aug 2011): Back to School
New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug
2012): Back to School New Years Day (Jan 1, 2013): Planning New
Year Labor Day (Aug 2013): Back to School 3) Boston / New England
Market Launch - New Years Day (Jan 1, 2012): Planning New Year
Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013):
Planning New Year Labor Day (Aug 2013): Back to School 4) Charlotte
Market Launch - Labor Day (Aug 2012): Back to School New Years Day
(Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to
School 5) Dallas Market Launch - New Years Day (Jan 1, 2013):
Planning New Year Labor Day (Aug 2013): Back to School 6) Seattle
Market Launch - Labor Day (Aug 2013): Back to School Page 29 Future
Markets: New York, Nashville, Indianapolis, Denver, Phoenix, San
Francisco
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Branding Syndicated Market Research Tracker Key Partners
Chicago Tribune New Metaphor Inc. Blackstone Group Page 30
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Branding Syndicated Market Research Tracker Primary Contacts
Senior Vice President 312.423.4001 Ron Pocs [email protected]
360 N. Michigan Avenue, Suite 1610 Chicago, IL 60601 David Deyhle
Marketing Strategy [email protected] 847.708.1940